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 All you need is a surveying tool, Excel spreadsheet or CRM, and about 8 hours periodically from an organized staffer to work on the project.”. What’s that, you might ask?

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The Small, Big-Impact Piece Missing from Case Studies

Stories that Sell

But while I have been working IN writing, I haven't always worked ON my writing. It's just in the past couple of years that I have started working on my writing again. At age 16, I walked into my small town's local newspaper and asked if I could write for them. The owner had no staff writers, and she agreed to turn me loose on a story. I analyze other copywriting. AWAI).

The Risk of Stripping Down Customer Case Studies

Stories that Sell

A couple of weeks ago, I bought the Varidesk, a desk-topper that allows me to raise my keyboard and monitor higher so that I can STAND when working, whenever I want. Educate - They show why the customer chose the solution, how it works in their environment, how it solves challenges, and what the customer and vendor did to make it a success. Where''s the article on that missing hiker?

Why You Should Never Interview Your Own Customers

Stories that Sell

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? A few years ago, high on the belief in the power of customer success stories, I set out to create some of my own. The "why not?" Sure, I was inquiring about their positive experiences, but still, it was strange for both of us. No one likes to be a part of that.

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

5 Trends in Customer Case Studies – An Interview with Projectline

Stories that Sell

"People working more in the IT department of an organization want to know how it's working, the ins and outs. 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. I've followed the firm and gotten to know a few folks via social media the past few years. Links within case studies.

Supercharge Your Sales Conversations with Story

Stories that Sell

For a service credibility story, I might tell what activity made my most recent sales workshop in Orlando work so successfully. Developing a working StoryBank is an investment in time, but imagine the power of a confident individual or even an entire team, all engaging clients with well-matched stories. A guest post by Andrew Nemiccolo. After all, humans are wired for story!

One Case Study Helps Land FIVE Major Customer Awards

Stories that Sell

I worked with Acxiom to help the company and United document the story. Never doubt the power of a single case study or the positive impact for the featured customer. • 2012 DMA – Marketer of the Year. • 2012 1to1 Media Customer Champion. • 2012 DMA Innovation Award. • 2012 Travel Weekly Magellan Silver for Loyalty. It''s a big benefit for customers.

You Look Good When Your Customer Looks Good

Stories that Sell

Does it work? Here are three objectives that have grabbed the attention of some of the very senior customers I''ve worked with: 1. Getting those premier candidates to want to work for a company requires communicating the benefits to them. A guest post by Val Stephen. www.linkedin.com/in/valoriestephen. Many things can motivate a customer to be a reference for your company. "Free

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B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

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

Stories that Sell

The survey asked members of the 50,000+ B2B Technology Marketing Community on LinkedIn about what''s working, who creates content and what kinds, and how marketers measure results. 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.

Customer Videos 101: How to Score a Killer Sound Bite

Stories that Sell

” The “reality” of reality television is this - capturing killer bites that promote your product, solution, or service TAKES WORK. Your Prep Work: Before conducting an interview, write out open-ended questions that help draw out the customer’s story. People seem SO articulate on television, right? News flash: We’re not including Honey Boo Boo here.)

Customer Case Studies: More Effective, Loss Costly

Stories that Sell

But now, there's more evidence that they not only work, but also that they're one of the least expensive content marketing options out there. Time and again, I've posted on the effectiveness of customer case studies. In a 2011 survey by TechValidate , 126 B2B marketing and sales professionals weighed in on their challenges and strategies for content marketing. Conclusion.

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

Stories that Sell

This month, I worked on two non-public case studies for one client. 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. Here''s how. How about you?

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

Survey Says…Case Studies Still Influential in B2B Tech Purchases

Stories that Sell

We all work hard to create attractive content. But just how useful is it in actually influencing buyers? Each year, I look forward to The Eccolo Media B2B Technology Collateral Survey Report , which opens the lid on how B2B technology buyers consume marketing content. Of course, I want to know, what's going on with customer case studies? Case studies/success stories. Podcasts. Video.

How Customer Case Studies Drive Traffic to Company Sites

Stories that Sell

After all that work, how do you use the heck out of a case study to engage prospects and customers? A glowing customer success story is a coveted piece of marketing collateral, but case studies are not always easy to create. Nearly every organization posts a completed case study on their website. But how do you get traffic to it? It was engaging and specific, encouraging prospects to click.

Calling ALL Customer Reference Programs – Become Relentlessly Efficient

Stories that Sell

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)? THE PHONE - IT STILL WORKS. Normal. false. false. false. EN-US. X-NONE. X-NONE. A guest post by Jamie Diamond. STOP DROP and ELIMINATE.

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

Stories that Sell

Where’s the Work? Technology case studies where the audience is technical but it''s still not that complex - Probably most of my work falls into this category. But I don''t need to know how the software works, the code behind it. By Casey Hibbard. Before I started writing about technology as a business reporter, I had zero technical background. But this was different.

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

Stories that Sell

Are you relevant to my work? People work with people they can relate to and identify with. 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. By Michael Margolis. Gone are the days of “Just the facts, M’am.” Speak to that.

The 4 Elements of a Technology Customer Case Study

Stories that Sell

The customer case study uniquely demonstrates that a technology works well in a customer's environment and the experience has been positive. It'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. Decision-makers have to know the details. Was there training?

Case Studies: When Measurable Results AREN’T Necessary

Stories that Sell

A customer success story I'm working on right now features an anecdote instead of a measurable result. "Chris Strouth tweeted "sh*t, I need a kidney" then got one." " Whoa, what? That's the headline on one of Twitter's new success stories , one of many about how the social media site has made a difference for people.

Happy Customers Tell Their Stories – Live and In Person

Stories that Sell

How does it work and what do you need to take into consideration? As you've heard here before, a customer's story can be used for much more than just collateral or for website content. Live presentations are one of the hottest ways to showcase customer stories - and all the more powerful when the happy customer does the presenting. From speaking presentation to a written/video case study.

Can You Doctor Customers’ Quotes?

Stories that Sell

They are pleased to indicate that the featured solution works well for them, and they're happy, but don't change their words to make it sound like it's the best thing that ever happened to them. In journalism, a person's direct quote is sacred. What's said is said, and any journalist with integrity doesn't change a word. It's marketing. There's what the customer said. In short, a little.

Chasebuzz Site Features 2000+ ICT Success Stories

Stories that Sell

"Working in sales for IT solutions for more than 10 years, companies asked, 'What kind of references do you have?'" 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. " said Goran Kalanj, managing director at Serengeti. "Looking

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

Stories that Sell

Customer case studies and white papers alike serve to educate prospects about how something works, whether that's a piece of technology, a consulting engagement, or the experience of getting your kitchen remodeled. Every couple of weeks it seems, I see someone confuse customer case studies and white papers. In my narrowly focused case study world, I see them as distinctly different.

How to Cue Up Hard-Hitting Customer Quotes

Stories that Sell

If you need to know why the customer chose the vendor, insert the question in the draft: "Why specifically did you choose to work with [vendor name]?" There are times when, magically, customer quotes are exactly what you dreamed they would be. Then there are all those other times, when the quotes are not the exact fodder you wanted for the perfect story that’s in your head.

Eek, My Own Process Broke Down!

Stories that Sell

After 11 years of working on customer stories, I've become set in my ways. Study the featured products and services to truly understand how they work and benefit customers. In the customer story process, you can't miss any bases on your way to home plate. 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.

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? and. (2)

Story Musings from the Depths of a Bad Cold

Stories that Sell

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? This past week, I was down with a cold. But in our house, we turn to Cold-EEZE. Not sure if the zinc lozenges actually help reduce cold symptoms, or we just think they do.

How to Cut Case Study Approval Times by 75%

Stories that Sell

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. But customers usually don’t like surprises in the form of a case study that hardly anyone knew was in the works. A little prep work and simple processes will help your case studies sail over approval hurdles. Then, slam.

Are You Leaving the Icing off Customer Case Studies?

Stories that Sell

2. The “why”: Why did another customer choose to work with a certain vendor, over other options? By some cruel twist of fate, I have a restricted diet. No dairy for me, and right now, no wheat. So I have to find alternatives, and often those alternatives are lesser-than versions of favorite meals. I can have a hamburger, but only without the cheese and bun. It's just not the same.

Doubt the Power of Customer Stories Today?

Stories that Sell

Why do customer success stories work? Why are they more important than ever? And how do you create quality video customer stories for your marketing efforts? I am honored to be a featured expert for The Light Group , a digital media company. Check out the video interview above, where I talk about the power of customer stories, key elements of good stories, and the role of video today.

Customer Stories in Action: Clarity.fm

Stories that Sell

This approach works well and is consistent with the focus on individuals. The overview box - You''ve got to have a summary box, and this one works well with Quick Facts, Clarity Stats, Core Results and ROI. I''m always on the lookout for new examples of customer case studies, and last week, the site Clarity came into focus. See an example of a full story here. They might want to add.

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. It’s a bit more work, but it’s still fun. Eleven pages! (Is

How to Showcase Customer Stories – in Context – on Your Web Site

Stories that Sell

From the following main page, users can take links to interactive environments where they can choose to look at various customer stories, such as "design work" or "development approaches." Have you ever had a conversation with someone and said, "for example," and proceeded to offer an anecdote to illustrate your point?

The 3 Can’t-Miss Pieces of Any Consulting Case Study

Stories that Sell

The goal is to give buyers insight into what they might experience in working with a particular consultant. You’ll want to highlight the unique approach that the consultant takes in working with a specific customer. Also essential, show the specific outcomes of working with the consultant – in as detailed a manner as possible. Approach. The Outcome. Share

Getting Measurable Results on the Hard-to-Measure

Stories that Sell

The organizational development consulting firm works with medium-sized to large companies in cross-cultural environments on organizational change, team development, or individual development – all areas that aren’t simple to measure. In customer case studies and success stories, specific results impress. But not every product or service is easy to measure.

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

Stories that Sell

What’s it like to work with a vendor? Do they do quality work? 2. Follow the story format – Keep interview questions simple and follow the standard format of covering the challenge (what the customer was trying to solve), solution (how YOU solved it), and results (the positive outcomes of working with the product, service or company). I’ll call HGTV. Are they responsive?