Stories that Sell

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

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With zero to little budget as a small organization, you can start a sustainable advocate marketing program that will help create extraordinary content. A few years ago, I delightfully observed as a client started a customer advocacy program. What’s that, you might ask? Impressive. Why Your Business Needs an Advocacy Program. They’re way more believable than your marketing promises.

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One Case Study Helps Land FIVE Major Customer Awards

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United teamed with Acxiom for data integration, enhancement and segmentation, helping bring together 90 million records for the United and Continental Airlines merger, as well as for United’s companywide CRM initiative. worked with Acxiom to help the company and United document the story. • 2012 DMA – Marketer of the Year. • 2012 1to1 Media Customer Champion.

5 Trends in Customer Case Studies – An Interview with Projectline

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Projectline encourages clients to include helpful links in written customer case studies, helping readers click to more information about the solutions and companies featured. 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. With five offices in the U.S. How about you?

Supercharge Your Sales Conversations with Story

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Help a client grow faster. 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. About the author: Andrew Nemiccolo is founder of Seven Story Learning, helping people to learn, lead and sell with stories. A guest post by Andrew Nemiccolo. First, Ask Instead of Tell.

Content Marketing Playbook: Strategy and Roadmap

cultivated every internal asset that could help them. outside help when needed. that’s proven to work—one we’ve refined after helping. that sports an audience of over 300,000 readers. “We want to try to help marketers first,” Fishkin says. If you can help people solve their. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. emerge.

You Look Good When Your Customer Looks Good

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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. We''ve seen 50% more big brands doing named case studies by positioning them as us helping customers tell their story, versus asking customers to talk about us. It can also help with user adoption.


Do Buyers Still Read Case Studies?

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And it''s excellent news for writers looking to help companies create their customer stories. The written case study still reigns. realize that I’m not the most unbiased authority on the supremacy of the written customer case study. earn my living writing case studies and teach other writers to do the same. But a recently released survey from Eccolo Media backs me up.

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

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Customer success stories can help train new employees about the value of what their employer offers and who they serve. I have a not-quite-two-year-old, and thus, spend a lot of time reading nursery rhymes and fairly tales. Most of these catchy or intriguing little stories pre-date our great-great-grandparents, but the lessons are still valid today. Here''s how. To Name or Not to Name?

Calling ALL Customer Reference Programs – Become Relentlessly Efficient

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Put on your “Busy Work Binoculars” and be honest, what things do you do or commit to that grind the clock rather than spitting out a public or private customer reference to help the company grow (IFDH - INSERT FAVORITE DELIVERABLE HERE)? ” TOOLS CAN BE HELPFUL OR HURTFUL. Normal. 0. false. false. false. EN-US. guest post by Jamie Diamond. STOP DROP and ELIMINATE.

Content Methodology: A Best Practices Report

It also helps maintain relationships with vendors, agencies, and. suppliers, and can help facilitate corporate communications and build company culture. The studio helps unify the company around a. Ultimately, a strong content methodology can help get you there. and triggers, which will help inspire different content types and formats that can be. help address?

How Customer Case Studies Drive Traffic to Company Sites

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The company helps organizations market effectively with postcards. 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. Print Advertising.

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

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Here are a few examples to help you sort through the types of technology projects out there. 1. As an example, I''ve written many, many customer success stories on help desk/IT support software. By Casey Hibbard. Before I started writing about technology as a business reporter, I had zero technical background. Still, I eased my way in slowly, like getting into a cold swimming pool.

Why Some Buyers Don’t Look at Case Studies

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For major purchases in the B2B world, marketing content helps buyers in their journeys (the sales funnel) by drawing them in with valuable insight and resources. Locked. Let''s suppose, for a moment, that you''re in the market for a new car. You probably don''t just get up in the morning, head to a dealership, drive one and buy. Before that, you might spend months - or even years - thinking about what type of car you would like. You look at other cars on the road, you notice car ads, talk with friends, and you go online to learn more about specific makes and models. The door''s locked.

The Resume is Dead: The (Story) Bio is King

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To help you with your storytelling, your bio should address the following five question: Who am I? How can I help you? Help people see that your novel ideas are connected to things they recognize and trust. Help people find the invisible lines of connection. By Michael Margolis. Gone are the days of “Just the facts, M’am.” Do I share something in common with you?

Staffing and Launching Your Content Marketing Program

to help you get that promotion. We want to try and help marketers. helpful to keep your goals focused on the audience you want to serve. helping people tell amazing stories instead of polluting the web with me- diocrity, and in the power of ditching intrusive advertising in favor of great. But while freelance resources can be a great help, it’s. Introduction 3 II.

Zahmoo: The Online Story Bank

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In 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. It lets you. Collect stories from folks throughout your organization in one place.

8 Traits of Sales-Win Stories

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But customer case studies aren't the only type of story that can help a rep close a sale. Create a rich database of sales win stories to help train new reps and keep current reps sharp and productive. Savvy sales teams share customer success stories to move prospects further toward a purchase decision. Who did sales reps talk to? How long was the sales cycle? Document the details.

Are You Leaving the Icing off Customer Case Studies?

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This helps prospects also associate and say, yes, that’s a challenge we’re having too! Peel back the lid on how others have made decisions, which helps prospects make the decision as well. You do your best, but I can tell you from experience that relationships help. By some cruel twist of fate, I have a restricted diet. No dairy for me, and right now, no wheat.

How to Cue Up Hard-Hitting Customer Quotes

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Ask open-ended questions that help them share details and emotion. 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. Don''t make up quotes.

Study: How Much of Your Content Marketing Is Effective?

on non-audience-relevant sites in the hope of getting more con- tent out there and the vain hope of helping our SEO.” can open access to the necessary analytic tools and resources, and the right analytics help content marketers devote their time. Copyright © 2015 Contently. All rights reserved. By Jordan Teicher Study: How Much of Your Content. Marketing is Effective?

Can You Doctor Customers’ Quotes?

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First off, most customers appreciate a little help. In journalism, a person's direct quote is sacred. What's said is said, and any journalist with integrity doesn't change a word. While customer case studies have many similarities to journalism, they're not. It's marketing. And customers have the chance to review and approve their stories and direct quotes. There's what the customer said.

Happy Customers Tell Their Stories – Live and In Person

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Picture a customer contact speaking before a room full of peers at an industry conference, talking about his/her successes, and how, by the way, the customer uses solutions from certain vendors to help make it happen. In just the past two months, I've helped clients capture customer stories four times to be presented at industry events. Here’s how this might play out.

Story Musings from the Depths of a Bad Cold

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Not sure if the zinc lozenges actually help reduce cold symptoms, or we just think they do. This past week, I was down with a cold. And while it was tough to work, and even harder to come up with new blog ideas, my radar for customer stories kept on working. There are a lot of cold remedies out there, and who knows what really works? But in our house, we turn to Cold-EEZE.

Customer Case Studies: Are We Just Being Lazy?

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Writing for video and print are different but it's a helpful exercise to imagine a nightly news anchor reading the story aloud. I'm bored. I've read one too many customer case studies that just don't try hard enough. The latest offender: a feature on a frequent flyer in an airline inflight magazine that will remain nameless. The back story. So what were this story's particular offenses?

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Would spending more money help? tools can help companies maximize their efficiency. 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. But brands.

Customer Stories in Action:

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boilerplate sidebar with one or two sentences would help orient the reader to what Clarity provides. More diverse stories - If Clarity wants to market to non-founders (and maybe they don''t), such as executives and leaders, then adding success stories on those folks would help target a broader audience. On the main page, Clarity presents the customer stories in playing-card format.

The Triathlon of Freelance Writing

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My husband does triathlons for fun - small, medium and the biggest of them all, the Ironman. It takes months of training and lots of planning and organization for race day. "Where do I stash my energy gels on the run? Do I need a clean pair of socks before the run? And I can''t forget my nipple Band-Aids?!" I, on the other hand, do not race triathlons. Take last week for instance.

Eek, My Own Process Broke Down!

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While the stories were solid, they were missing a couple of key messages that would have helped my client. In the customer story process, you can't miss any bases on your way to home plate. After 11 years of working on customer stories, I've become set in my ways. And with good reason. I've refined my step-by-step process for creating case studies and success stories and usually stick to it religiously. One step happens before the next, and if not, the story might suffer. I've blogged about my process, featured it in my book, and preach and teach it to other writers. The Story.

6 Steps to a Strategic Shortlist of Featured Customers

Stories that Sell

These 6 steps will help you narrow your pool of candidates and get started: 1. "We have tons of happy customers. How do we decide which ones to feature in case studies?" When it comes to customer case studies – and business in general – too many happy customers is a great problem to have. But how do you decide which customers to feature? Small, midsize, large? Or both?

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

How to Cut Case Study Approval Times by 75%

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little prep work and simple processes will help your case studies sail over approval hurdles. When it comes to customer case studies, there is a worst-case scenario. You can spend a healthy sum and 1-2 days’ worth of work crafting a beautiful tale of a customer’s positive experience with a product or service. Then, slam. The project hits a brick wall when it reaches the customer.

Being a Successful Freelancer: 25 Things I Learned the Hard Way

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At the time, there were a few helpful books on the topic (Bob Bly and Peter Bowerman), but much of what I learned came from experience. Calibri"> Just because you reach out to a prospect that seems perfect, that doesn’t mean they need your help now. There are lots of writers out there but there are more companies that need help. Normal. 0. false. false. false. EN-US.

Dear Vendor: You’re Not Helping Me Buy from You

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That’s because we’re trying to wade through a sea of potential vendors who can help, most immediately, with floors and doors. You know what would help? Help customers buy from you! The post Dear Vendor: You’re Not Helping Me Buy from You appeared first on Stories That Sell. Only a few square feet have been updated since our home was built nearly 30 years ago.

How to Repackage Precious Case Study Content

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If they’re doing cool, best practices things, and your solution helps with that, find relevant awards programs and ask their permission to submit them. Show all your audiences how you help customers solve their problems. Picking up from my last post commenting on Hubspot’s " 27 Marketing Lessons B2B Marketers Should Know ," here’s another tip from Hubspot that ties directly with customer case studies: "Content is precious. Here are just a few ways: 1. Blogs. An estimated 77% of active web users read blogs. Here’s a great example. Press releases.

Evangelizing a Content Marketing Program

how content marketing helps generate. strengths, and where do you need outside help? “ The entire ecosysystem is competing. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. Introduction 4 II. Why This Guide 6 III. Marriott, then 76.

How, When and Where Buyers Want Case Studies

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Not only does this insight help companies plan collateral accordingly but also guide writers in what audiences want today. When it comes to customer success stories and case studies, real research comes few and far between. Not many have tried to measure the impact of stories on the sales process. Yet, Eccolo Media is about as close as anyone gets. For the past three years, the organization has spearheaded a B2B Technology Collateral Survey , basically asking buyers of B2B technology what marketing materials they consume during the decision-making process. Pretty impressive, huh?