Stories that Sell

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Kronos Spotlights Dozens of Customers through Expanded Reference Program

Stories that Sell

"We went from recognizing six customers through the Best Practices Awards Program in 2008 to 37 in 2009 and then 62 in 2010."

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

Stories that Sell

A small software company recently ran an experiment… The company, which had been requiring registration to download its customer case studies, decided to unlock those stories on their website. Site visitors could read or download stories freely, without having to provide any information.

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

Stories that Sell

In the classic movie, The Wizard of Oz , Dorothy and the group finally arrive at Oz only to learn that the great Wizard is only a man running controls behind a curtain. It’s not any sort of magic afterall.

Getting Measurable Results on the Hard-to-Measure

Stories that Sell

In customer case studies and success stories, specific results impress. But not every product or service is easy to measure. Coaches, consultants and other service providers, for example, often provide services that lend themselves to qualitative benefits, rather than measurable.

Case Studies: Start with the Story’s End

Stories that Sell

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.

Copywriters: Homework Makes You a Better Case Study Writer

Stories that Sell

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.

Customer References Trim the Sales Cycle

Stories that Sell

Customer case studies pull major weight among your marketing and sales materials. But they are just one way that a customer can serve as a reference for a business.

The ‘Tell ‘Em, Tell ‘Em, Tell ‘Em’ Approach to Case Studies

Stories that Sell

Ever heard this popular expression regarding presentations? "Tell "Tell them what you’re going to tell them. Tell them. And then tell them what you told them." " Or something along those lines. Why should we repeat ourselves? Because people have short attention spans.

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

Stories that Sell

This week, two PowerPoint presentations came my way. My clients’ happy customers had actually presented these decks in live case studies (either in person or on a webinar). How fantastic is that – a customer willing to talk to an audience about success with your products and services?

Case Study Copywriters: Where’s Your Cheat Sheet?

Stories that Sell

Customer case studies just aren’t like other marketing projects. With a brochure, data sheet or white paper, marketing managers can usually mark the calendar for when to begin.

Selling More to Current Fans with Case Studies

Stories that Sell

You’ve probably heard most of these stats before. Current customers are significantly more valuable than new customers. Acquiring a new customer costs 5 to 10 times more than retaining one. A 5 percent increase in retention yields profit increases of 25 to 100 percent.

3 Tips for Finding Your Next Case Study Customer

Stories that Sell

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. That’s just how it works.

86,552 Views of a Single Case Study

Stories that Sell

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.

Today’s Prospects Evaluate You on These 4 Criteria

Stories that Sell

Sales isn’t what it used to be. Prospects are more overwhelmed than ever before. They’re pulled in a dozen different directions at any time, challenging them to actually get anything done. They don’t have time to listen to a sales pitch, even if they know they need to make a change.

Putting Social Media Theory into Practice – Learn from 171 Authors

Stories that Sell

About three years ago, a conversation between an American and an Australian – who have never met face to face – planted a seed.

Customer Case Studies: The “Maybe” Language Legal Loves

Stories that Sell

In the world of customer stories, "legal" just might be our arch nemesis. Where marketers look for strong, absolute endorsement statements from customers, legal reviewers at vendor and customer companies prefer muddier terms.

What Missing from This Ad?

Stories that Sell

Walking through the Denver airport last week, I couldn’t help but notice the cute dog on this wall ad. After admiring the dog, I realized the Xerox ad features a customer, Target. Xerox showcases its relationship with Target, indicating the company provides customized direct mail programs for the retailer. While Xerox uses what I would call customer marketing – featuring customers – the ad doesn’t quite achieve Success-Story Marketing.

Customer Stories Actually RELIEVE Your Best Customers

Stories that Sell

"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.

Nuture Leads – Feature Customers on Webinars

Stories that Sell

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. Once again, the power of letting the customer say it for you shines through.

A No-Cost Teleclass for Case Study Writers

Stories that Sell

Copywriters: Want to make more money with case studies? Then your stories HAVE to SELL. Join me on Wednesday, September 8 at 9 PDT/12 EDT for a no-cost, one-hour teleclass : For Case Study Copywriters: 8 Secrets for Writing Stories That Sell ( More ).

Customer Success Stories Show You Solve Problems for Customers

Stories that Sell

Last week, the Hubspot blog ran a story with lessons from the MarketingProfs B2B Forum, "27 Marketing Lessons B2B Marketers Should Know." " I picked up some fresh new tips and important reminders. You can accomplish several of the lessons with the help of customer case studies and success stories. Here’s one of the lessons and how customer stories tie in… "Solve problems for customers, and leverage marketing to demonstrate these solutions."

B2B 2

Teleseminar for Coaches, Consultants and Solopreneurs – Weds, May 19

Stories that Sell

If you’re a coach, consultant or solopreneur, you’ll want to join this one-hour, no-cost call on Wednesday, May 19. You may be one of the most experienced professionals in your field but if you can’t convincingly convey credibility to potential customers, then you may not win the client. How do you set yourself apart and convey credibility? Customer success stories.

Radio Interview: The Why and How of Customer Success Stories

Stories that Sell

This week I was honored to be interviewed by Wayne Hurlbert on his Blog Business Success radio show. Now on demand, the one-hour interview covers the role of customer success stories in building trust and sales. We also get into the steps to take in creating customer stories, interview tips, and ways to get customers to say yes to being featured. Check it out. Hurlbert also reviewed my book, Stories That Sell , on his Blog Business World blog.

Top-10 B2B Marketing Topics of 2010

Everything Technology Marketing

With 2010 coming to an end, it is time for a quick review of the most popular B2B marketing posts on the Everything Technology Marketing blog. 36) I hope you had a successful and productive 2010.

Best of 2010 – 13 Twitter Tips for Increasing Engagement


2010 in Review! original on increasing engagement posted October 18, 2010) A major frustration for people trying out Twitter for the first time is figuring out how to get anyone to respond. We’re posting the best articles from the year to help you get 2011 off to the right start!

Best Social PR Guides and Tips of 2010 (So Far)


Read on to learn how social media is changing PR, how pitching bloggers is different from traditional media outreach, how to optimize press releases for search and online distribution, which tools should be in your social PR toolbox and more here in some of the best articles and blog posts on social PR of 2010 so far. Social media has fundamentally altered the practice of public relations.

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Eloqua Experience 2010


This week I attended the Eloqua Experience, Eloqua’s user conference in San Francisco. The big news of this event is the launch of Eloqua 10. It’s the result of 2 years of hard work, and it looks very good. The revamped user interface makes working with Eloqua a lot of fun.

The State of the Blogosphere 2010

delicious b2bmarketing

The State of the Blogosphere 2010 Since 2004, Technorati has published its annual State of the Blogosphere report. In 2009 and 2010, we saw microblogs and tumblelogs such as Posterous and Tumblr gain in prominence and universality.

The Best B2B Marketing Ideas of 2010

delicious b2bmarketing

The Best B2B Marketing Ideas of 2010 A guest post by Jeff Ogden , president of Find New Customers Although companies like Marketo, Eloqua and Kinaxis have produced terrific written content in blogs, e-books, etc., 19 , 2010, the marketing take-away I shared was “Think Different.&# 19, 2010. Those are a few of the favorites we found in 2010.

Best Email Marketing Tips, Tactics and Metrics of 2010


3 items that should be in your 2010 email budget by BtoB Magazine. While social media is the flashy show horse of online marketing, email remains the solid workhorse.

Best of 2010 – Increase Sales by Improving Customer Touchpoints


We’re posting the best articles from 2010 to help you get 2011 off to the right start! original on customer touchpoints posted on November 30, 2010) You may think improving your website or your point of sale system or even your after-sales service will help increase your sales.

50 (of the) Best Twitter Guides, Stats, Tips and Tools of 2010 (So Far)


You’ll find the answers to these questions and many more here in 50 of the best Twitter tools, posts, how-to guides and rants of 2010 so far.

Best Social Media Stats, Facts and Marketing Research of 2010


Americans spent nearly a quarter of their time online on social networking sites and blogs in 2010, up from 15.8 At its current rate, Twitter will process almost 10 billion tweets in 2010. The State of the Blogosphere 2010 by Brian Solis. in the latter half of 2010.

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The Best Email Subject Line For Teleprospecting I've Seen Yet.

Sales Prospecting Perspectives

The best email subject line I've seen in my career came through my Inbox this week. Brad G, one of our inside sales reps shared an email he had received from a prospect praising his persistence in prospecting him. We call it "polite persistence" here at AG and I was very proud that the prospect not only responded to Brad, but took the time to compliment his approach and work ethic. Love to see that. As I was closing out the email I glanced at the subject line that Brad had sent to the prospect.

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Best of 2010 – How-To: Setup Social Media Monitoring in HootSuite


2010 in Review! original on social media monitoring posted September 13, 2010) A vitally important part of achieving success with social media is responding when someone does reach out to you. We’re posting the best articles of the year to help you get 2011 off to the right start!

Best Twitter Guides, Tips and Tools of 2010


Twitter came of age in 2010, growing at a scorching pace —from 75 million users at the beginning of the year to more than 190 million by the end of December. Best of 2010: 14 Ways Every Business Should Be Using Twitter by Inkling Media.

11 B2B Marketing Predictions for 2011

Buzz Marketing for Technology

Around this time last year I wrote about the 10 B2B Marketing Predictions for 2010 and while I would say 7 out of 10 have already materialized and the others are on their way. Related posts: 10 BtoB Marketers Predictions for 2010 Around this time last year I wrote about some Predictions.