Are you showcasing your most relevant customers?
Focus on customers who mirror the prospects you’re targeting. In addition, obtain insights and quotes from individuals whose roles line up with the targeted readership. Too often, case studies present a limited perspective — for example, a C-level executive — when the viewpoints of directors, department managers and frontline employees who use the product or service should also be included.
A guest post by Bill Johnson, President, WordWizards, Inc.
The case study (aka customer success story) has been a B2B marketing staple for a very long time. And it’s not hard to figure out why. For a relatively small investment, a case study sings the praises of your product or service through the most credible spokesperson of all: a satisfied customer. Why, then, are so many B2B marketers not achieving the lead generation or ROI they envisioned? It may be time to step back and ask some fundamental questions.
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