Case Studies - Answers to the Questions B2B Marketing Managers

Topics: Marketing, Sales, Case study Pages: 3 (643 words) Published: April 20, 2013
Case Studies - Answers to the Questions B2B Marketing Managers

At Savvy B2B Marketing, we thrive on different perspectives and new ideas, which is why we are thrilled to welcome today's guest blogger, Casey HIbbard, also known as the queen of case studies. In her blog - Stories that Sell - Casey shares success-story marketing best practices. More fantastic guests are planned for the weeks ahead, so stay tuned.

Customer case studies are high-value, in-demand marketing and sales collateral. Marketing teams are tasked with producing powerful stories, yet it’s not always easy.Classroom

I work with all types of marketers, from those new to case studies to seasoned veterans. The same questions come up again and again.

Here are marketers’ top questions – and some answers – on creating and managing case studies:

1. How do we get customers to participate?
Unfortunately, there’s no one-size-fits-all answer. It comes down to finding the win-win opportunity with every customer that you want to feature.

Brainstorm with internal colleagues close to the customer about possible motivators. Does the company want to tell a certain story right now? Does your individual contact want PR internally for bringing about successful outcomes?

Then discuss your ideas candidly with the customer. From there, create a customized joint promotional plan or agreement that meets both your needs and the customer’s objectives.

2. How long does it take to produce a case study?
The clock starts when you interview the customer. If everything goes relatively smoothly, an approximately two-page case study or success story takes about one month to complete, on average.

If your contact is responsive and has the authority to approve your story, then the process can be done in a couple of weeks. But if multiple people are reviewing and approving it, it can take months, worst case.

Always start well ahead of any trade shows or sales opportunities to ensure you get the story...
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