Stories that Sell

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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. What’s that, you might ask? 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. Impressive. Why Your Business Needs an Advocacy Program. How Advocates Engage with Your Business.

FAQ 58

The Risk of Stripping Down Customer Case Studies

Stories that Sell

People need a LOT of information to make a decision. If someone is going to spend hundreds of thousands or millions of dollars on buying a product or service, then they assuredly need plenty of information to support the decision. What information did you need? In my household, we''re having a newspaper war. We''re not debating the content of the article. billion in 2013.

Why You Should Never Interview Your Own Customers

Stories that Sell

And I believe they were less forthcoming with quotes and information than they would have been if I'd partnered with a writer friend to do this for me. Many of us are more willing to pay for the chance to tell a therapist more intimate information than we would tell our closest friends. The "why not?" Get Some Distance. Case studies are not objective pieces of journalism.

7 Companies Boldly Leading with Customer Stories

Stories that Sell

As I rummaged around online for examples such as these (and had fun doing it), I found that nearly every site kicks off with marketing language and information about its products or vision. I’m sorry to tell you this, but your marketing has a credibility problem. You’re not the only business facing this challenge. Potential customers distrust nearly all marketing. Microsoft. Avaya. Adobe.

Content Methodology: A Best Practices Report

feedback on its content from financial advisors via surveys that, in turn, inform the. personas already seek information relevant to. and informative content, or utility content—and. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I.

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

Stories that Sell

While other forms of content are effective as well, the experience of a happy customer stands out for prospects trying to make informed decisions and reduce risk and uncertainty. I''ve seen the influence that customer stories have on potential customers time and again, but a new survey provides validation straight from marketers. It makes sense. Check out the full survey here. How about you?

Customer Videos 101: How to Score a Killer Sound Bite

Stories that Sell

Remember – your customers can only cram so much information in one breath. People seem SO articulate on television, right? News flash: We’re not including Honey Boo Boo here.) Flip on the Amazing Race, Real Housewives, or the Voice - and you rarely see any of the characters stumble, stutter, or slur. In fact, they keep us on the edge of our seats with their riveting sound bites.

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

Stories that Sell

They feature somewhat different information, such as what assets were used in the sale, objections the prospect had, and how the sales reps worked through the deal with the new customer. I have a not-quite-two-year-old, and thus, spend a lot of time reading nursery rhymes and fairly tales. Take the story of the Ugly Duckling, a tale released by Hans Christian Andersen in 1843. Here''s how.

Survey Says…Case Studies Still Influential in B2B Tech Purchases

Stories that Sell

Eccolo concludes. "Purchasers expect you to offer collateral that provides information they can use — not just information about particular products. Marketers, how does this information affect your content marketing plans moving forward? We all work hard to create attractive content. But just how useful is it in actually influencing buyers? Podcasts. Video.

Content Marketing Playbook: Strategy and Roadmap

of information. The primary source of information is specialized. source of information is specialized investment media and financial. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. Back at GE and in.

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

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To evaluate a prospective client’s technology depth, here are a few steps: • Review product/service information on the company''s website and pay particular attention to previous case studies. • Ask your contact who the audience is and what types of information prospects need to know. By Casey Hibbard. Pretty soon, I was the newspaper''s tech columnist.

Why Some Buyers Don’t Look at Case Studies

Stories that Sell

You can''t go any further without providing your name, email and perhaps 5-10 other bits of information about yourself. It sounds ridiculous when you think about having to provide your information in exchange for seeing customer stories during a major consumer purchase. 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. Toyota does this nicely.). 10 fields!

How HP Case Studies Cater to Readers and Skimmers

Stories that Sell

One of the best ways is to summarize all the key information on page one of a multi-page story in a sidebar. Over and over, we hear that most buyers don't really read marketing copy, but rather skim it. So how does that affect the way you present customer stories? First, that may not always be true. Some skim while others want to read more. On a web summary, do the same.

8 Traits of Sales-Win Stories

Stories that Sell

Gather your sales-win stories while they're still fresh in reps' minds and they're still around to share that information. Savvy sales teams share customer success stories to move prospects further toward a purchase decision. But customer case studies aren't the only type of story that can help a rep close a sale. Who did sales reps talk to? How long was the sales cycle? Capture it fast!

Happy Customers Tell Their Stories – Live and In Person

Stories that Sell

The process is then similar to creating a case study: you would need to gather background from internal vendor contacts first, and then collect information from the customer. If it was all approved, the vendor could then more easily use that information in the future in other materials. 4. How does it work and what do you need to take into consideration? The outline?

Staffing and Launching Your Content Marketing Program

and information. give you information you can’t find anywhere else on the. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY17 This is another step that should be informed by the. INFOGRAPHIC Graphic visual representation of information, data, or. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 3 II. growth.

Can You Doctor Customers’ Quotes?

Stories that Sell

Usually they're dumping a lot of information on you and don't expect their direct quotes to be perfect. 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. There's what the customer said. So, How Much Can We Change?

Chasebuzz Site Features 2000+ ICT Success Stories

Stories that Sell

For ICT (information and communications technology) buyers, it's now possible. What if buyers had just one place where they could find customer success stories across multiple vendors? No more visiting 5-10 different vendor sites, some of which might require they fill out a form first. recently discovered Chasebuzz.com, a new business venture by software developer Serengeti.

How to Cue Up Hard-Hitting Customer Quotes

Stories that Sell

quote that looks like this… “No other database in the company provides that information…” might be changed to… “No other database in the company provides the information that [product name] does." Strive for as many of these tips as you can and you''ll do your part in capturing strong quotes. How do you cue up perfect quotes for your case study?

Customer Case Studies: Are We Just Being Lazy?

Stories that Sell

All the information was there to make a compelling story. I'm tempted to rewrite the story with just the information there, as a fun challenge. Here are just a few great examples of true case study effort, where the writer resisted the urge to just get the information down: deCODEme's story on the First Lady of Iceland. I'm bored. The back story. It's easy to be lazy.

Evangelizing a Content Marketing Program

metrics are the core components that inform how you. 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. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 4 II. Why This Guide 6 III. Instead, most.

“Stories That Sell” B-Day – 2-Day Sale

Stories that Sell

Get more information on the free audio course here: [link]. Happy 2012! The holidays are over but there are still great deals to be had – including one free audio class on case studies and half off anything in the “Stories That Sell” store - today and tomorrow only! What's the Deal? The FREE Course. Or USE THIS LINK to access the free course now: [link]. The Big Sale.

Chase Those Customer Stories – Before Treasured Contacts Leave!

Stories that Sell

Knowledge and experience about working with your products and services resides with people, and when those people leave, so too goes the information. What a difference a couple of months makes. Earlier this summer, I was talking with a friend/associate about customer stories. When I caught back up with my friend a couple of months later, the story was dead, a no-go. What happened?

Are You Leaving the Icing off Customer Case Studies?

Stories that Sell

If we had relied on internal information only, the story would have carried a fraction of the power. Instead, draw out rich, first-hand information directly from customers. By some cruel twist of fate, I have a restricted diet. No dairy for me, and right now, no wheat. It's just not the same. I'm left feeling disappointed and unsatisfied. Why Your Case Study Needs Customer Interviews.

Why Companies Need to F-R-E-E Their Case Studies

Stories that Sell

Site visitors could read or download stories freely, without having to provide any information. Clearly, people had not viewed the stories before because they simply didn’t want to take the time to register or felt frustrated with having to provide their contact information. The results were pretty shocking. But do case studies really belong in the category of locked content?

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Customer Case Studies: Above All, It’s a Conversation

Stories that Sell

The challenge for me is to maintain the rapport of a conversation while gathering a lot of information in very little time. And this “very busy” executive was gracious and generous with his time and information. By Martha Maroney, Principal, Trimar Communications. The stories are rarely told in that order, of course. Eleven pages! (Is this an interview or an interrogation?)

When Customers Won’t Give Up Measurable Results for Case Studies

Stories that Sell

The featured customer – an Italian aerospace company – needs information about industries and global regions in order to plan strategically as it grows beyond Italy and Europe. The website indicates that "55% of its revenue now comes from outside Italy." Great stat because my client provides information to help this company make decisions about new geographic markets.

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

Stories that Sell

Calibri"> Ask questions, get information, take notes, record interviews, and again, ask questions! Normal. 0. false. false. false. EN-US. mso-add-space:auto;line-height:normal">. mso-add-space:auto;line-height:normal">. mso-add-space:auto;line-height:normal"> “If it was easy, everyone would do it.” ” mso-add-space:auto;line-height:normal">. It can feel like torture.

The “Leave-Behind” Doc for Asking Customers for Case Studies

Stories that Sell

By providing the sales or account rep with the right information, you can equip them to persuasively approach the customer, just as if they were selling a product or service. Customers want to know where this information will end up, so be specific. "When complete, your case study would be featured on our website, and be used for various sales and PR opportunities." 4.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Avoid ‘The Kiss of Death’ When Asking for Your Next Testimonial

Stories that Sell

While these interviews will no doubt say some nice things about us, they are more "information-driven." By Bill Metcalf. Note from Casey Hibbard: While I'm out on maternity leave until the end of July, this blog will feature a summer guest blogger series with content from experts in marketing, organizational storytelling and writing. Asking for testimonials from clients – yuck! Victory?

Traits of the Perfect Success-Story Interviewee

Stories that Sell

The former option will result in the best quotes and information for your customer stories. "I could sell this for you." That line, coming straight from the mouth of a happy customer, is music to a company’s ears. Not only is the customer satisfied with the solution, but the customer has become a true evangelist. He went on to give me powerful quote after powerful quote.

Case Studies: Start with the Story’s End

Stories that Sell

Working with Microsoft Gold Certified Partner Webfortis, Jelly Belly implemented Microsoft Dynamics CRM in two-and-a-half months, meeting core requirements, such as integration with the ERP system and creating a single view of customer information across the company. Every day, we encounter new stories – on TV, in books, movies and magazines, and in discussions with others.

Copywriters: Homework Makes You a Better Case Study Writer

Stories that Sell

Spend 1-2 hours reviewing available information. 6. Copywriters: Today’s the first day back to school where I live. Neighborhood kids are donning their new backpacks, books and shoes. Homework isn’t just for school kids. Now’s the perfect time to talk about the studying you have to do as a case study copywriter. Say you’ve just signed a new client for case studies.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Customer Presented on Your Behalf? Do More with a Live Case Study

Stories that Sell

For a couple of reasons, you may need to interview the customer further: The customer’s presentation didn’t include some of the information that usually goes into a case study. Don’t shelf that rich information. This week, two PowerPoint presentations came my way. That’s about as good as it gets. Ask for permission upfront. Not true. This scares some customers.

86,552 Views of a Single Case Study

Stories that Sell

Include them with product information. For those who doubt the draw of a customer case study online, here’s your proof. One Microsoft case study, posted online just four months ago, has racked up 86,552 total views. Listed among its most viewed case studies, the Outback Steakhouse case study describes how the restaurant chain used a Microsoft solution for a Facebook campaign.

Customer Stories Actually RELIEVE Your Best Customers

Stories that Sell

Then ensure the writer is equipped with that information. "I’m so glad we’re finally doing this interview because maybe I won’t have to take as many calls." That’s an actual quote from a customer being interviewed for a case study. Across all the projects I’ve done, I’ve heard this several times from customers. Imagine how many thought that but didn’t say it? Add this to the list of motivators for customers to be featured in case studies. It’s "reference fatigue." Smaller Vendors, Bigger Risk. Simple. It actually can. Shar

Nuture Leads – Feature Customers on Webinars

Stories that Sell

Early on like this, prospects and customers register for the webinar and Parature then has information with which to keep in touch and nurture relationships. This morning, a perfect example of customer case studies in action arrived in my inbox. The subject line reads: "Webinar – How IGN Entertainment Increased Self-Service Rates to Over 90% Using Parature Customer Service Software." One of my clients, Parature , is taking a case study a step further by having a happy customer speak about her experience using the software. It provides credibility, education and validation.