We're all familiar with the typical format of a customer success story (also known as a case study). We know the four basic sections: (1) customer background, (2) challenge, (3) solution, and (4) results. In many success stories, in fact, we see those four sections called out in subheads with ...
Author Archives: John
Is Navigating your Mobile-Optimized Website Like Shopping at IKEA?
Ever shop at IKEA?
I love IKEA. I’ve bought there often. I’m impressed by their product selection and the value they offer. They do a great job serving the furnishing needs of people on a wide range of budgets.
But I also hate IKEA.
When I need just one or ...
How to Turn a White Paper into a Trade Show Presentation
Big trade show on your 2018 calendar? Want to increase exposure for your brand and your solutions among prospects at the trade show conference?
Why not answer the conference “call for papers” with a recent white paper and create a presentation from your white paper’s content? Not only will you ...
Why Good Conference Papers Make Bad White Papers
Do conference papers qualify as white papers?
I spend a lot of time browsing tech company websites in search of white papers. I’m always interested in finding examples – both good and bad – that might teach me something new.
Many of what I find listed as white papers, however, ...
A Simple Formula for Concise Lead Nurturing Messages
Last month, while writing several lead-nurturing emails for a client, I was reminded of a technique which is so easy and effective, I’m surprised I haven’t written about it before.
It’s a great technique for quickly generating effective lead-nurturing messages of many kinds. In fact, I used this same technique ...
3 Major Case Study Approval Roadblocks… (and how to get past each)
When it comes to case studies, credibility is the name of the game.
And if you want the credibility that comes from naming a well-known customer in a case study, that customer must grant you permission to use their name. Period.
So, it’s important to have a plan for securing ...
6 Steps to Obtaining Final Customer Approval of a Case Study
While they consistently rate among the most effective forms of marketing content with technology buyers[i], case studies can be costly to produce. Getting even the happiest of customers to share their story often requires considerable time and effort. Then there are interviews, writing, editing, review cycles, layout, illustration, etc.
So ...
Popping the Case Study Question
In my last essay, I discussed how to secure customer permission for a case study project. One thing I didn’t cover in that article, however, due to its length, was WHEN to request that permission.
So that’s what I’d like to talk about today. If you want your case studies ...
5 Steps to Securing Customer Pre-approval of a Case Study
Case studies – or customer success stories – have long been one of the most influential forms of marketing content. In Eccolo Media’s most recent Technology Content Survey Report [i], for example, 33% of tech buyers surveyed ranked case studies among the content assets they found most influential, third only to ...
