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Casey Hibbard

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Top Stories by Casey Hibbard

There are times when, magically, customer quotes are exactly what you dreamed they would be. The featured customer delivers glowing, colorful, emotive comments that speak to the exact challenges that the audience is facing and provide the much-desired validation that the vendor wants in the case study. Then there are all those other times, when the quotes are not the exact fodder you wanted for the perfect story that’s in your head. Fortunately, you do, in fact, have some control over the quotes you collect from customers. The rest depends on the person you’re interviewing. How do you cue up perfect quotes for your case study? Here's a best-practices playbook on getting effective quotes in customer case studies: 1. Interview the right people This matters for so many reasons. Ideally, you want to quote someone in a business role/title similar to the audienc... (more)

When Customers Won’t Give Up Measurable Results for Case Studies

The proof is in the numbers. If you ask companies what’s most important in their customer case studies, 9 out of 10 would likely say measurable results. But drawing metrics out of customers can be agonizing. You ask a question. The customer hems and haws and doesn't provide a concrete answer. You ask it a different way. No go. What's a case study writer to do?   Find Your Inner Sleuth I've been tapping into my inner sleuth lately. Perhaps it's all the mystery and pirate-themed books I've been reading recently with my toddler, but I find the treasure hunt for alternatives to... (more)

This Case Study Trend is HUGE

It's true. My eyesight isn't as good as it used to be. But I must not be the only one who’s drawn to larger text. Case studies, and most marketing content, are going BIG. From the images to the text, everything has gone way up in pixels and font points. I'm not a web usability expert, but I'm guessing this trend is because larger is more readable. I did a random web search for case studies and nearly every site I saw had big, bold images and text.   Whether it's the customer success home page on a company's site... yes">     Or the landing page for an individ... (more)

Why Some Buyers Don’t Look at Case Studies

  Locked Let's suppose, for a moment, that you're in the market for a new car. You probably don't just get up in the morning, head to a dealership, drive one and buy. Before that, you might spend months - or even years - thinking about what type of car you would like. You look at other cars on the road, you notice car ads, talk with friends, and you go online to learn more about specific makes and models. Then you head to the automaker's website and notice they have a link for customer success stories. (Toyota does this nicely.) You follow the link to see the customer stories a... (more)

Do Buyers Still Read Case Studies?

The written case study still reigns. I realize that I’m not the most unbiased authority on the supremacy of the written customer case study. I earn my living writing case studies and teach other writers to do the same. But a recently released survey from Eccolo Media backs me up. Eccolo Media surveyed more than 500 B2B technology buyers about the types of content they consume, when, and the value of it in their purchase decisions. This year's Eccolo Media 2014 B2B Technology Content Survey Report revealed that more buyers prefer customer case studies in a written format tha... (more)