Include them with product information. Anywhere that you talk about specific solutions, feature a case study right there that shows that product or service in action. Allow site visitors to search or browse case studies by industry, product or other categories that might matter to them, such as business need. Leverage that content anytime and anywhere that you talk about the value of your products and services. For those who doubt the draw of a customer case study online, here’s your proof. Make them easy to find! Check out Microsoft’s page for ideas. MORE >>

" To get them into the "conversation" on your website, ensure customer stories and case studies are connected directly with talk of your products, services or solutions. Have you ever had a conversation with someone and said, "for example," and proceeded to offer an anecdote to illustrate your point? That's what a customer case study should be - an example, a case in point to shed light on the topic of conversation. Just as anecdotes don't stand alone in conversations, customer anecdotes shouldn't stand alone on your website. MORE >>

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. "Customer case studies are two-page, written documents (or videos) that highlight you as the customer, your relationship, and the benefits you have experienced with the product/service." Throughout our lives, we rely on relationships to help us get where we want to go. In middle school, it may start with enlisting a friend for help: "Will you ask so-and-so if he/she likes me?" What's involved? MORE >>

If you don’t fully understand your new client’s products and services, you’ll be hard-pressed to interview, understand and write well. Here’s the step-by-step on how to study a new client’s products and services: 1. Ask your client which products and services will be featured in the case study(ies). Ask about product datasheets, brochures, press releases, white papers, existing case studies, demos, videos and any other materials. What product names and industry terms does it use? Homework isn’t just for school kids. MORE >>

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. But customer case studies aren't the only type of story that can help a rep close a sale. Many companies create sales-win success stories to document what was behind a particular sale. Who did sales reps talk to? How long was the sales cycle? What approaches did they use? What challenges did they face? In fact, they're quite proprietary. Conduct internal interviews. MORE >>