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From https://www.entrepreneur.com/article/300686


How to Get Customers to Participate in a Case Study


Customer satisfaction not only drives revenue, it’s also the source of testimonials and case studies – the cornerstones of most marketers’ conversion strategies.

Positive words from your customers build trust and motivate other customers. In fact, most B2B marketers consider 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 loyal customers to participate in a case study is easier said than done. It’s often the hardest part of executing a case study. It’s no small thing for your best customers to take time out of their busy schedule to talk about how your product or service has helped them. Add in the concerns about sharing proprietary information, regulatory hurdles, company policies, and lengthy review cycles and creating a case study is a challenge.

Getting customers to agree to participate is often the hardest part of a #casestudy, says @SashaLaferte.
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Follow these tactics to help persuade your customers and get them excited about participating in your marketing case study.

Create a formal submission and request process

Many companies have formal rules for providing testimonials, which can extend the process if you want to have them participate in a case study. Your customer may have to consult with a legal department and/or senior management just to get approval to proceed.

That is why the first tactic to grow your case study pipeline is creating a formal process.

The first tactic to grow your #casestudy pipeline is creating a formal process, says @SashaLaferte.
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Meet with your customer success, sales, and marketing teams to explain why case studies are necessary to the success of your marketing strategy – and ultimately, sales. Use these compelling marketing case study stats from Boast to beef up your pitch.

Next, create a formal document that outlines how to submit marketing case study opportunities. Detail how frequently sales or customer success reps will submit names, and the time commitment involved after a customer agrees to participate.

Ask sales reps to submit names of possible #casestudy subjects, advises @SashaLaferte.
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Create a case study request email template for your internal teams to use to make requests of your customers. Consider modifying one or more of these case study request templates.

Offer employees a bonus

Take your solution to the next level and offer team members incentives for recruiting customers to participate in case studies. This can be effective particularly if you’re struggling to get case studies due to a lack of suggestions or cooperation from other teams within your company.

The drawback to this method is that it’s a bandage approach. Incentivizing employees with money could fix your problem in the short term, but it might be costly in the long run. It also could encourage subpar submissions. Thus, create a short-term incentive plan and communicate your long-term approach to all in your organization. Use the short-term time to get the support of the relevant department heads to motivate their teams to suggest happy – and willing – customers.

Provide value to the customers doing the case studies (and explain it to them)

Case studies are often innately valuable for a customer too. Explain how your customers will benefit 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 promotional materials. It’s a win-win.

Explain the value of a #casestudy for your participating customer, says @SashaLaferte.
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Find alternatives if customer policies restrict or forbid case studies

Company policies that restrict or forbid some customers from participating in case studies are a big roadblock. Sometimes you can get customers who have restrictive policies to agree to a case study that doesn’t identify the company by name. While this isn’t nearly as impactful as having a brand name, it can show potential customers how your product works for similar companies. And you still get the benefit of a positive testimonial.

If you have the time, another option is to do a group case study that compiles reviews from several customers. Interview a large sample of your customers and create a case study based on the average results seen by your customers. This makes the information anonymous and provides statistics around your customers’ opinions to use in other marketing materials.

If you’re still not having any luck, try a different approach and start small. Build that case-study relationship over time. First, ask for a one-sentence quote or permission to put the company’s logo on your site as a customer.

Get going

Case studies provide proof of concept to potential buyers and drive your audience further down the funnel. They also serve as a powerful sales-enablement tool. But to create a case study, you must have a customer willing to share their experience with your product or service. Creating a plan to secure that permission – and enlisting your internal teams to help – is essential for short- and long-term case-study success.

With so many tactics available, content marketers can feel overwhelmed. If you read one industry blog a day (or a week), make it CMI’s newsletter – the expert insight on tips, trends, and more can help narrow your options and make the ones you pick more successful. Subscribe today.

Cover image by Joseph Kalinowski/Content Marketing Institute 

Editor’s note: We appreciate Curata’s support of Content Marketing Institute as a paid benefactor. This article was reviewed and edited independently to ensure that it adheres to the same editorial guidelines as all non-sponsored blog posts.

The post How to Get Customers to Participate in a Case Study appeared first on Content Marketing Institute.

From http://contentmarketinginstitute.com/2017/09/customers-participate-case-study/

This Week in Content Marketing: Advertising Groups Loathe Apple’s New Browser Policy

PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

This week, Robert ponders the nature of risk. In the news, we discuss Apple’s new browser settings that have the advertising associations crying wolf. Google kills its “first click free” setting for all pay walls, and Rolling Stone gets put up for sale. Our rants and raves include the fall of bundled television and the Ohio Lottery; then we close the show with an example of the week from Fearless Girl.

Download this week’s PNR: This Old Marketing podcast


Content love from our sponsor: CoSchedule (43:52)

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Show details

  • (00:01): An advertising blast from the past: “Risk: Win the game and you win the world.”
  • (00:13): Robert muses on this week’s theme: What’s the real risk involved?  
  • (04:24): Welcome to Episode 201: Recorded live on September 18, 2017 (Running time: 1:07:19)
  • (07:34): Killing Marketing – On Tuesday, September 19, we launched our latest book, Killing Marketing, and you can join in the fun. Submit a photo on Twitter that features hashtag #KillingMarketing for a chance to win a free autographed copy.


  • (10:13): Special offer for Content Marketing World video on demand – You may have missed the show, but don’t miss out on all the insights. Videos of 100+ sessions from Content Marketing World 2017 will be available for a limited time through our video on demand portal. Register for access and use the coupon code CMIFRIENDS100 to save $100.
  • (11:17): Your guide to producing better work together– We’ve found that creative content production at most organizations falls into five core steps: strategic planning, tactical planning, creation, deployment, and assessment. Where are your teams getting stuck? Download the Creative Workflow Workbook to find out.


The quick hits – Notable news and trends

  • (18:30): Google relaxes its policy on subscription sites to appease publishers.  (Source: The Wall Street Journal)

The deep dive – Industry analysis

  • (30:49): WPP invests in Brooklyn-based podcast producer Gimlet Media. (Source: MediaPost)
  • (37:21): Ev Williams outlines Medium’s “Spotify-ish” future. (Source: NeimanLab)

Rants and raves

  • (45:46): Robert’s ranty/rave No. 1: Robert came across some breaking news that he considers to be required reading. According to Marketing Charts, the broadband market has just surpassed the pay-TV market in subscriber numbers for the first time. As Robert sees it, we’ve just reached a watershed moment for addressable audiences.
  • (48:57): Robert’s ranty/rave No. 2: This week, Procter & Gamble’s Chief Brand Officer Marc Pritchard took the stage to, once again, issue a wake-up call to the digital marketing industry. While, on the surface, his outlook seemed a bit more hopeful this time around, Robert takes issue with how Pritchard’s message has been interpreted and encourages marketers to read between the lines. (Source: Marketing Week)
  • (53:10): Joe’s rant-and-rave: If you live in northeast Ohio, you’ve surely seen the billboards for InspiredOH, touting the inspiring story of Francisco Lindor, star shortshop for the Cleveland Indians. The campaign led me to a website for the Ohio Lottery, which asks people to share their inspiring stories for a chance to win a T-shirt and other prizes. While I love the overall message of positivity that the initiative was aiming to spread, I’m not sure I understand the overall vision or purpose behind this campaign.

This Old Marketing example of the week

(59:05): Fearless Girl: If you happen to be in New York, Robert encourages you to check out a remarkable work of art, located directly across from Wall Street’s iconic Charging Bull statue. Not only is Fearless Girl a lovely sculpture, it’s generated some interesting business benefits. As this AdWeek article explains, the statue of a young girl standing defiantly in front of the bull statue first appeared under cover of night, on the eve of International Women’s Day. Later, it was discovered that it was part of a marketing effort for State Street Global Advisors (executed by their creative agency, McCann New York), to promote its SHE Fund – which only invests in companies where women hold top leadership positions. The statue immediately became a viral sensation, and in a matter of weeks amassed more than 4.5 billion Twitter impressions and 215,000 Instagram posts. Though it was initially slated to be a temporary exhibit, more than 40,000 people signed a petition to demand it remain in place through 2018. Made on a shoestring budget, the effort reportedly generated $7.4 million in free marketing for the company across TV, social, and radio. More importantly, by starting a conversation on a gender-balanced workforce, Fearless Girl serves as a shining This Old Marketing example of a no-bull way to create a market while building an audience to support it.



Image source

For a full list of PNR archives, go to the main This Old Marketing page.

Cover image by Joseph Kalinowski/Content Marketing Institute

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The post This Week in Content Marketing: Advertising Groups Loathe Apple’s New Browser Policy appeared first on Content Marketing Institute.

From http://contentmarketinginstitute.com/2017/09/apples-browser-policy/