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Casey Hibbard

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Top Stories by Casey Hibbard

I'm a big proponent of what I call "win-win storytelling" in customer case studies and success stories. The company creating the customer story has to benefit, as does the featured customer. The key - especially for landing big-name customers for customer stories - is finding what motivates each customer (on an individual, departmental or company level). Simply reminding the customer they receive free publicity may not be enough. In just the past two weeks, I've worked on several stories with interesting customer motivators behind them: -       A civil engineer is enthusiastic about being featured because it showcases his own success on a major project (and he used my client's software to do so). Nice addition to his resume! -       An IT department participated because it wants to highlight its innovative best practices publicly. -       And a marketing department... (more)

THIS is How to Organize Case Studies Online

In sales and marketing, it’s the ultimate question. How do you get the right information in front of a prospect at the right time? It’s especially tricky now that customers self-direct their learning online. As you grow your stable of customer case studies and success stories, organize them so that a prospect can find exactly the type of story of interest to him. That usually means sorting – and enabling search of – your stories by industry, type of solution, product and maybe geographic location. Here are a couple of examples. Major software company SAS organizes its customer s... (more)

Three Tips for Finding Your Next Case Study Customer

Several times a week, an appeal for funds from a charity (or alma mater) arrives in my mailbox or inbox. The same organizations contact me over and over. It’s annoying, but if they don’t ask for contributions, they usually don’t get them. That’s just how it works. We have too much going through our heads. If you’re in an asking position, you have to be in the audience’s line of sight often if you hope to get a response. The same goes for the quest for case study or success story candidates and reference customers. Marketing and reference managers are constantly looking for ste... (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)

Another Idea for Getting No-Go Customers off the Fence

It’s been 15 years since I wrote my first case study. And year after year since then, I hear the same challenge  from organizations as the main reason they don’t create more case studies. "We can't get customers to agree to do them!" You may be a customer's best, most beloved vendor, but for various reasons, the customer just can't or won't say yes... •    Larger organizations often have policies against endorsing vendors •    Some don't want to reveal competitive secrets •    Others simply don't want to spare the time The truth is, you have to sell the idea to the customer. With ne... (more)