Customer satisfaction not only drives income, it’s also the source of testimonials and case studies – the cornerstones of most marketers’ conversion strategies.
Favorable words from your customers establish trust and motivate other customers. As a matter of fact, most B2B marketers regard customer testimonials (89 percent) and case studies (88 percent) as the most effective content marketing tactics, according to a Salesforce post mentioning B2B content marketing trends.
But getting your faithful customers to take part in a case study is easier said than done. It’s often the most challenging part of executing a case study. It’s no small thing for your best customers to take time out of their overloaded schedule to mention how your product or service has helped them. Include the concerns about sharing proprietary details, regulatory hurdles, company policies, and lengthy assessment cycles and developing a case study is a challenge.
Follow these strategies in order to help encourage your clients and get them excited about taking part in your marketing case study.
Many companies have formal rules for supplying reviews, which can extend the process if you want to have them participate in a case study. Your client may have to speak with a legal department and/or senior management just to get permission to proceed.
That is why the first approach to grow your case study pipeline is designing a formal process.
Consult with your customer success, sales, and marketing groups to explain why case studies are necessary to the success of your marketing strategy – and ultimately, sales. Use these engaging marketing case study stats from Boast to beef up your pitch.
Next, create a formal document that details how to submit marketing case study opportunities. Detail how frequently sales or customer success reps will submit names, and the time commitment associated after a customer agrees to participate.
Create a case study request email template for your internal teams to use to make inquiries of your customers. Look into modifying one or more of these case study request templates.
Take your solution to the next level and offer team members incentives for recruiting customers to participate in case studies. This can be beneficial particularly if you’re struggling to get case studies due to a lack of suggestions or cooperation from other teams within your company.
The downside to this method is that it’s a bandage approach. Incentivizing employees with money could fix your trouble in the short term, but it might be expensive in the long run. It also could encourage sub-par submissions. Thus, create a short-term incentive plan and communicate your long-term strategy to all in your organization. Use the short-term time to get the support of the appropriate department heads to encourage their teams to suggest happy – and willing – customers.
Provide value to the clients undertaking the case studies (and explain it to them).
Case studies are often innately valuable for a customer too. Explain how your customers will profit from participating. Tell how you’ll link to their website, describe their positive results on social media, and give them publicity through email. For video-based case studies, offer them use of the B roll in their own marketing materials. It’s a win-win.
Company policies that limit or forbid some customers from taking part in case studies are a big roadblock. In some cases you can get customers who have restrictive policies to agree to a case study that doesn’t identify the company by name. While this doesn’t have as much impact as featuring a brand name, it can show prospective clients how your products or services works for related business. And you still get the benefit of a positive testimonial.
If you have time, another solution is to do a group case study that gathers evaluations from numerous customers. Consult a large sample of your customers and produce a case study based on the common results seen by your customers. This makes the data nameless and gives statistics around your customers’ views to use in other marketing materials.
If you’re still not having any success, try a different technique and start small. Develop that case-study relationship as time go on. First, ask for a one-sentence quote or permission to put the company’s logo on your site as a client.
Case studies provide proof of concept to interested buyers and drive your audience further down the funnel. They also work as a powerful sales-enablement tool. But to produce a case study, you must have a customer inclined to share their experience with your product or service. Creating a plan to obtain that permission – and enlisting your internal teams to help – is important for short- and long-term case-study prosperity.