Stories that Sell

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

Stories that Sell

Barbara has spent years working in customer advocacy and is the author of the forthcoming book, Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction and Creating Relationships. “If you want more than the occasional one-off case study or want a list of go-to customers for references to support your sales, then you want an advocate marketing program,” she says.

FAQ 58

Arm Your Sales Team with Customer Success Slides

Stories that Sell

and your sales rep is preparing for a big meeting with a hot prospect in two hours. In most cases, the sales rep has to stop and craft a slide with the key points – and many do. I’ve seen multiple examples of such slides, quickly created by the sales rep. Instead, make it easy for your sales reps. Include ready-to-go slides in their toolkit of sales support assets.

The Risk of Stripping Down Customer Case Studies

Stories that Sell

Marketers need to look at what brings in leads, website traffic and sales. In my household, we''re having a newspaper war. At least once a week, a kerfuffle breaks out over a particularly engaging article in one of the publications we regularly consume. We''re not debating the content of the article. We''re fighting over who had it last and where that person left it. billion in 2013.

Why You Should Never Interview Your Own Customers

Stories that Sell

At a minimum, get a marketing contact within the company to conduct interviews – not sales or account reps. A few years ago, high on the belief in the power of customer success stories, I set out to create some of my own. I'd already created hundreds of case studies for others, so why wouldn’t I create my own to show the value of working with me? The "why not?" Get Some Distance.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

Customer Case Studies: More Effective, Loss Costly

Stories that Sell

In a 2011 survey by TechValidate , 126 B2B marketing and sales professionals weighed in on their challenges and strategies for content marketing. Case studies (written) came in next to last, with sales presentations as the only piece of collateral that was considered less costly. Time and again, I've posted on the effectiveness of customer case studies. Conclusion.

Customer Videos 101: How to Score a Killer Sound Bite

Stories that Sell

” How did the widget increase your sales growth? 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. Not to mention patience.

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

Stories that Sell

For this same client, I''m now on a hot project to create another non-public, but named customer case study that my client''s sales team will use to sell to the U.S. They can educate sales reps about the benefits and return on investment that customers see. couple of clients create sales-win stories, which document what was behind the sale to a particular customer.

8 Traits of Sales-Win Stories

Stories that Sell

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?

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

Survey Says…Case Studies Still Influential in B2B Tech Purchases

Stories that Sell

They consume case studies early in the cycle - 41 percent consume case studies in the pre-sale phase while 37 percent consume them in the initial sale period (vs. 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. Case studies/success stories. Podcasts.

Calling ALL Customer Reference Programs – Become Relentlessly Efficient

Stories that Sell

Whatever tool or system you do use, make sure you’re only using the features and functions that get stuff done. S CRM Systems - If you’re in marketing and you use the sales people’s version of Salesforce, stop the madness. Normal. 0. false. false. false. EN-US. guest post by Jamie Diamond. STOP DROP and ELIMINATE. Yes, I said stop, which is the opposite of doing.

The #1 Question to Ask Before Starting Any Case Study

Stories that Sell

Share: Case studies in the sales process Case study writing customer case studies Customer success stories Writing Customer StoriesA customer story can't just be interesting or results-oriented. It also needs to sell. Even more critically, it needs to influence the intended audience. Going into projects, I want to understand. 1 - The client's business. What do they do, for whom and how?

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

Stories that Sell

Technology case studies where the audience is NOT technical - I''ve written quite a few case studies for customer relationship management (CRM) software where the end users are typically sales, marketing and customer service folks. By Casey Hibbard. Before I started writing about technology as a business reporter, I had zero technical background. And if so, how technical?

Why Some Buyers Don’t Look at Case Studies

Stories that Sell

In the name of collecting leads, we''re interrupting the sales process and likely ticking off prospects in the process. The Sales Process Has Changed. A VP of sales at a software company told me recently that prospects call them, ready to talk, after doing their own research. That’s the reality of the sales process today, with many of the things we buy. 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. Toyota does this nicely.).

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

Zahmoo: The Online Story Bank

Stories that Sell

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.

How HP Case Studies Cater to Readers and Skimmers

Stories that Sell

Share: Case studies in the sales process Case study design Case study writing customer case studies Customer success storiesOver 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.

The 4 Elements of a Technology Customer Case Study

Stories that Sell

Share: Case studies in the sales process Case study writing case studies for technology companies technology case studiesIt's no wonder that customer case studies are a staple in marketing and selling technology products and services. Technology is complex, pricey and usually requires decent time to ramp up. On top of that, it demands ongoing support when something goes awry. That's my list.

Kronos Spotlights Dozens of Customers through Expanded Reference Program

Stories that Sell

We understand what products they are using, get to know their pain points and know how the solution solved them - so we know if they have a really good story." Share: Case studies in the sales process Case study writing customer case studies Leveraging Customer Stories Writing Customer StoriesThose customers received significant exposure at the event and in the media.

Chasebuzz Site Features 2000+ ICT Success Stories

Stories that Sell

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. For ICT (information and communications technology) buyers, it's now possible. recently discovered Chasebuzz.com, a new business venture by software developer Serengeti.

Sites 31

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

Stories that Sell

This week, Thursday and Friday ONLY , we’re celebrating the birthday of the book, “Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset.” The Big Sale. Happy 2012! What's the Deal? ” These two days - January 5-6 - download a free class and get half off everything in the "Stories That Sell" store.

Quiz: Is it a Case Study or a White Paper?

Stories that Sell

You can repurpose and reuse case study content for numerous sales and marketing activities, such as blog posts, newsletters, sales letters, sales presentations and proposals. 7. Every couple of weeks it seems, I see someone confuse customer case studies and white papers. People frequently call case studies "white papers," and vice versa - even marketing folks.

Eek, My Own Process Broke Down!

Stories that Sell

So whatever your role in customer stories - whether you're a marketer, small business or writer - don't underestimate the value of these steps in creating stories that aren't just well done, but actually drive your sales and marketing goals. 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. shouldn't have been surprised. The Story.

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

Stories that Sell

In fact, this particular company chose to turn to white papers and webinars as a better source of capturing names , which the sales team hasn’t contested whatsoever. Share: Tags: Case studies in the sales process Value of Customer Stories customer case studies Site visitors could read or download stories freely, without having to provide any information. Don’t miss out!

This Case Study Trend is HUGE

Stories that Sell

Case studies in the sales process Case study design customer case studies Customer success stories It''s true. My eyesight isn''t as good as it used to be. But I must not be the only one who’s drawn to larger text. Case studies, and most marketing content, are going BIG. Whether it''s the customer success home page on a company''s site. yes">. yes">. Or the actual PDF of a case study.

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

Stories that Sell

It’s fun talking with customers – hearing about how they struggled with a solution that didn’t work and delighted in finding one that did, how they put the new solution together, persuaded users to adopt it, and wound up boosting sales or market share or employee morale or all of the above. By Martha Maroney, Principal, Trimar Communications. And so forth and so on.

How, When and Where Buyers Want Case Studies

Stories that Sell

Not many have tried to measure the impact of stories on the sales process. Savvy companies today create both to appeal to different audiences and different times in the sales cycle. Corporate websites are the #1 source for case studies – The greatest percentage of respondents indicated they obtained case studies from company web sites, compared to receiving them from colleagues, sales reps, a direct response campaign or through social media. Share: Tags: B2B marketing Case studies in the sales process Using Customer Stories It’s just really good stuff!

How to Repackage Precious Case Study Content

Stories that Sell

Repackage existing content into different formats, such as blog posts, podcasts and webinars to drive more leads." You can easily repackage customer case studies and success stories into valuable, reusable content throughout your sales and marketing communications. Check out 25 Ways to Build Trust (and Sales!) 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.

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

Stories that Sell

When I started, I didn’t have any special edge. I had writing skills, but I didn’t have a sales bone in my body. Calibri"> During slower times, you should always amp up your marketing and sales efforts. Referrals are not automatic sales. When a contact or client sends a potential client your way, don’t assume it’s a sale. Normal. 0. false. false.

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

Stories that Sell

In most cases, that's a sales or account rep who knows the customer well. 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. Throughout our lives, we rely on relationships to help us get where we want to go. The "Leave-Behind" Doc. What's involved?

Customer References Trim the Sales Cycle

Stories that Sell

Customer case studies pull major weight among your marketing and sales materials. References are so valuable that a strong one can actually shorten the sales cycle. Even more impressive is just how much references mean to buyers – so much that sales reps may be able to bypass other steps in the process. What’s the payoff of a well-functioning reference program?

How Kronos Finds, Showcases its Best Customer Successes

Stories that Sell

Sales and service representatives, and customers themselves, all remain on the lookout for innovative practices that might be award-winning. It's a common conundrum for companies today.How do you uncover the best stories among your customers, and then get them to share those stories publicly? Since then, the awards program has built momentum that has even surprised Kronos.

Traits of the Perfect Success-Story Interviewee

Stories that Sell

The customer shares his excitement with your sales and/or account reps. As the front line contacts with customers, sales and account reps often hear the customer’s expressions of satisfaction first hand. It’s much more credible coming from a customer than from your own sales reps. He went on to give me powerful quote after powerful quote. Here are a few tips: 1.

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

Stories that Sell

Some might just give you permission to share it internally among sales reps, while others will let you post it on your website, Facebook, YouTube, etc. 2. Write it up and post it online and among your sales assets. Share: Tags: Case studies in the sales process Case study writing Leveraging Customer Stories Writing Customer Stories customer case studies customer success stories

Case Studies: Start with the Story’s End

Stories that Sell

60,000 each month in sales. Every day, we encounter new stories – on TV, in books, movies and magazines, and in discussions with others. Nearly all of them build toward an end result, which isn’t clear until you arrive there. But in marketing, leading with the outcome gets the attention of distracted audiences. An Intro Summary. Keep it short and to the point.

Copywriters: Homework Makes You a Better Case Study Writer

Stories that Sell

Your story may not deliver maximum sales potential. 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.

Today’s Prospects Evaluate You on These 4 Criteria

Stories that Sell

Sales isn’t what it used to be. They don’t have time to listen to a sales pitch, even if they know they need to make a change. Unlike many sales gurus, she focuses on buyers’ mindsets and how to work within them. For more on how to leverage these factors in various stages of the sales cycle, check out SNAP Selling.

Selling More to Current Fans with Case Studies

Stories that Sell

Here are various ways that businesses can use customer success stories to grow sales with existing customers: Up-sell or cross-sell different products and services to the same customer. You’ve probably heard most of these stats before. Current customers are significantly more valuable than new customers. Repeat customers spend 67 percent more, on average. Think about it. Share

3 Tips for Finding Your Next Case Study Customer

Stories that Sell

Then, take your requests to all your communication channels that touch employees, partners and customers: Sales meetings. Several times a week, an appeal for funds from a charity (or alma mater) arrives in my mailbox or inbox. The same organizations contact me over and over. It’s annoying, but if they don’t ask for contributions, they usually don’t get them.