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Why You Should Never Interview Your Own Customers

Stories that Sell

A few years ago, high on the belief in the power of customer success stories, I set out to create some of my own. went on and wrote the case studies, but vowed never to interview my own customers again. Someone else can learn the customer's background and subject matter well enough to interview and write about them. The "why not?" Get Some Distance. Get Over Hang Ups.

The Small Marketer’s First Steps to a Customer Advocacy Effort

Stories that Sell

A few years ago, I delightfully observed as a client started a customer advocacy program. It’s an effort to go beyond one-off case studies and reference calls to engage with customers who are willing to serve as advocates for your products and services in a variety of ways. But ideally, a customer’s praise isn’t limited to a single case study. What’s that, you might ask?

FAQ 47

The Small, Big-Impact Piece Missing from Case Studies

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Keep a customer case study focused on the customer's experience. In a recent case study I wrote for a large B2B company, I included numerous details about the featured customer, a sports stadium: How many people packed the stadium for its biggest-ever event. Case study writing customer case studies Customer success storiesanalyze other copywriting. AWAI).

The Risk of Stripping Down Customer Case Studies

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What about customer case studies? Among my clients and peers, the debate is whether buyers will read longer customer case studies. Still, customer case studies seem to be getting shorter - down to a few paragraphs - because companies believe that buyers don''t want longer stories. Validate - A case study shows that real customers are seeing real results. billion in 2013.

Content Methodology: A Best Practices Report

for customer service. Customer service teams are the experts on customer pain points. president of global creative and content marketing. “It’s customer-first thinking. A lot. Business Goal Content Objectives KPIs Customer. customers Customer service • Number of service issues resolved using. become customers. Content. Methodology: A Best.

5 Trends in Customer Case Studies – An Interview with Projectline

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What's new with customer stories and where are we headed? That's the question I recently asked Erica Hansen, director of customer engagement at Projecline. The fast-growing marketing services firm has built a solid reputation by assisting companies like Microsoft with customer references and evidence. Hansen shared five trends she's seeing in customer storytelling: 1.

Arm Your Sales Team with Customer Success Slides

Stories that Sell

What examples can she share of current customer successes? Although she''s got a good written customer case study that fits the prospect''s situation, she needs a slide to represent it. Here''s an example: The post Arm Your Sales Team with Customer Success Slides appeared first on Stories That Sell. It''s 9 a.m. Instead, make it easy for your sales reps. What to Include. Voila!

You Look Good When Your Customer Looks Good

Stories that Sell

Many things can motivate a customer to be a reference for your company. "Free PR" is just the beginning. Customers are increasingly seeing other answers to the question, "What''s in it for me?" Reference activities can help customers communicate with a number of audiences. But what about the customer''s objectives ? Customers appreciate the partnership.

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Customer Videos 101: How to Score a Killer Sound Bite

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But given a little practice – anyone can elicit uber-happy sound bites from satisfied customers on camera. Here are some guidelines before interviewing your satisfied customers: 1. Your Prep Work: Before conducting an interview, write out open-ended questions that help draw out the customer’s story. Face-Time: Your customers must smile. Excited? Positive?

Video 73

Evangelizing a Content Marketing Program

percent of American pay TV custom- ers overall, including the 25–34 demographic. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. CUSTOMER RETENTION & LOYALTY The “always-on sales funnel” is a mod- ern marketing cliché for a reason. customer. All rights reserved. Introduction 4 II. Why This Guide 6 III. Instead, most.

One Case Study Helps Land FIVE Major Customer Awards

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Never doubt the power of a single case study or the positive impact for the featured customer. • 2012 1to1 Media Customer Champion. It''s a powerful but often-overlooked way to get more mileage out of a customer case study. It''s a big benefit for customers. • 2012 DMA – Marketer of the Year. • 2012 DMA Innovation Award. How about you?

Survey Says…Customer’s Voice Most Effective Content Marketing Tactic

Stories that Sell

I''ve seen the influence that customer stories have on potential customers time and again, but a new survey provides validation straight from marketers. Customer testimonials and case studies lead the list of most effective content marketing tactics, according to the newly released B2B Content Marketing Survey for 2013. It makes sense. Check out the full survey here.

Are You Prematurely Aging Your Case Studies?

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Now I more readily notice story around me and am more mindful in trying to weave those pieces into my customer case studies to keep readers engaged. But there’s a challenge with the “time” in customer case studies. If you talk about a customer deploying a solution in 2014, by 2016 it sounds like old news. Case study writing customer case studies Customer success stories

Case Study Copywriters: Juggle More for Your Clients

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With multiple interviews and customer review cycles, case study projects demand more project management than other types of writing assignments. Case study writing customer case studies Customer success stories case study writer When we want to stock our kitchen, our family shops at three different grocery stores. High maintenance? Probably. We want what we want. case studies).

Study: How Much of Your Content Marketing Is Effective?

And instead of relying on disruptive banner ads, brands are start- ing to get smart about targeting customers with original content. their most important marketing goal, lifetime customer value and. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. content.

Supercharge Your Sales Conversations with Story

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After listening to your customers for a bit, you’ll have a better idea of what to use from your StoryBank. Uncover customer needs. Many people find it helpful to have a “story starter” phrase that makes it comfortable for them and the customer to introduce a story into conversation. A guest post by Andrew Nemiccolo. After all, humans are wired for story!

Customer Case Studies: More Effective, Loss Costly

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Time and again, I've posted on the effectiveness of customer case studies. Response : 94% said content sourced from existing customers is either extremely effective or very effective, with case studies topping content written in house and third-party analyst content. customer case studies Customer success stories Value of Customer StoriesConclusion.

Do Buyers Still Read Case Studies?

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realize that I’m not the most unbiased authority on the supremacy of the written customer case study. This year''s Eccolo Media 2014 B2B Technology Content Survey Report revealed that more buyers prefer customer case studies in a written format than in other forms. And it''s excellent news for writers looking to help companies create their customer stories.

How Customer Case Studies Drive Traffic to Company Sites

Stories that Sell

A glowing customer success story is a coveted piece of marketing collateral, but case studies are not always easy to create. If you manage case studies, or write them, you know the challenges: getting a customer to agree, conducting interviews, writing and editing the story, and getting customer signoff. Nearly every organization posts a completed case study on their website.

Content Marketing Playbook: Strategy and Roadmap

customers to reimagine GE on the cutting edge, which. they end up becoming customers of Moz, that’s great, too, but that’s a side benefit. list that could include: its own investment trends data, data and queries gathered at its customer call center, the expertise of its financial advisors and other internal. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently.

Enter to Win – One Free Ticket to an Online Storytelling Conference

Stories that Sell

It's not just about customer storytelling but about the power and practice of story in general, with much of that translating to customer stories. How can you score my free ticket? 1- Go to the Stories that Sell Facebook fan page. 2- Post on the wall or on my recent Reinvention Summit entry a link to one of your favorite examples of a great customer success story/case study.

Calling ALL Customer Reference Programs – Become Relentlessly Efficient

Stories that Sell

Do you lead an intergalactic customer reference program for a Fortune 500 company, or maybe you’re the one-stop-shop, all things customer reference at a start-up? Regardless of your title or company name, all customer reference folks are trying to accomplish more results in less time and with “creative” budgets and limited staff. Normal. 0. false. false.

The Ugly Duckling of Case Studies – The “Not-for-Public-Use” Story

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In the case study world, non-public customer stories are perceived as an ugly duckling of what we do. For Use BY or WITH the Featured Customer. The featured customer, a global maker of household appliances, requested that the vendor - a software company (my client) - create a case study on the success of their efforts in one German division. Here''s how. To Name or Not to Name?

Want to Write Case Studies? How Technical Do You Need to Be?

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Now as a freelance marketing writer, 90 percent of my clients for customer case studies are technology companies. So if you''re going to write customer case studies, do you need to be technical? Readers want to know how another customer solves the same problems they are facing. As an example, I''ve written many, many customer success stories on help desk/IT support software.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

platforms, and customer relationship management. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.

Survey Says…Case Studies Still Influential in B2B Tech Purchases

Stories that Sell

Of course, I want to know, what's going on with customer case studies? Share: B2B marketing Case studies in the sales process customer case studies Customer success stories Value of Customer StoriesWe all work hard to create attractive content. But just how useful is it in actually influencing buyers? Again, this year's just-released report didn't disappoint. Podcasts.

Why Some Buyers Don’t Look at Case Studies

Stories that Sell

Then you head to the automaker''s website and notice they have a link for customer success stories. You follow the link to see the customer stories and. It sounds ridiculous when you think about having to provide your information in exchange for seeing customer stories during a major consumer purchase. Last week I set out, as I occasionally do, to find examples of great customer case studies online. Case studies in the sales process customer case studies Customer success stories Organizing success stories online Locked. Toyota does this nicely.).

Zahmoo: The Online Story Bank

Stories that Sell

Share: Customer success stories customer case studies online story bankIn an organization, a single, powerful story can help land new business, get PR, win awards, train new sales reps, and reinforce the company's vision among all employees. Yet so many stories go unrecorded - and lost as people leave the company. You need a process for capturing them, and a place to do so.

The 4 Elements of a Technology Customer Case Study

Stories that Sell

It's no wonder that customer case studies are a staple in marketing and selling technology products and services. The customer case study uniquely demonstrates that a technology works well in a customer's environment and the experience has been positive. Just like consulting services , there are certain elements that typically should go into customer stories on technology.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Can You Doctor Customers’ Quotes?

Stories that Sell

While customer case studies have many similarities to journalism, they're not. And customers have the chance to review and approve their stories and direct quotes. There's what the customer said. At this point, I've written more than 600 case studies, and interviewed even more customers. However, some customers are pickier than others. It's marketing.

4 Tips for More Seductive Customer Stories

Stories that Sell

That means, stop talking about how great you are and let customers do it for you. Showcase their stellar experiences in customer success stories. How do you create customer stories that elicit a reaction as emphatic as Sally does? Here are four ways to make your success stories more seductive: 1- Feature Only Insanely Smitten Customers. Choose your customers carefully.

How to Cue Up Hard-Hitting Customer Quotes

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There are times when, magically, customer quotes are exactly what you dreamed they would be. The featured customer delivers glowing, colorful, emotive comments that speak to the exact challenges that the audience is facing and provide the much-desired validation that the vendor wants in the case study. • The Decision - Why did the customer choose the solution?

Are You Leaving the Icing off Customer Case Studies?

Stories that Sell

That's exactly how you may be leaving your prospects when you produce customer case studies without a key ingredient - interviewing the customer. In a customer case study, the customer interview is, in fact, the icing on the cake - it adds essential flavor, texture and the experience the customer expects. Why Your Case Study Needs Customer Interviews.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

How HP Case Studies Cater to Readers and Skimmers

Stories that Sell

So how does that affect the way you present customer stories? Given that, it's important to structure your customer case studies and success stories to meet the needs of both types of readers. HP does this nicely in a story featuring a restaurant customer. And remember, prospective customers aren't just reading your content online. First, that may not always be true.