Never doubt the power of a single case study or the positive impact for the
Last year, United Airlines racked up five major awards - and countless
resulting PR - for its CRM and direct marketing efforts for the MileagePlus
• 2012 Gartner and 1to1 Media CRM Excellence Awards – Silver
• 2012 DMA – Marketer of the Year
• 2012 1to1 Media Customer Champion
• 2012 DMA Innovation Award
• 2012 Travel Weekly Magellan Silver for Loyalty
What fueled every application for the award entries was a single case study,
initiated by United's data partner, Acxiom Corp. United teamed with Acxiom
for data integration, enhancement and segmentation, helping bring together 90
million records for the United and Continental Airlines merger, as well as
for United’s companywide CRM initiative.
I worked w... (more)
A glowing customer success story is a coveted piece of marketing collateral,
but case studies are not always easy to create. If you manage case studies,
or write them, you know the challenges: getting a customer to agree,
conducting interviews, writing and editing the story, and getting customer
After all that work, how do you use the heck out of a case study to engage
prospects and customers?
Nearly every organization posts a completed case study on their website. But
how do you get traffic to it?
Companies today are using case studies in multiple ways to pull prospect... (more)
From startups to global enterprises, every company struggles at times with
getting customers to go on record. Here are some ideas in practice at
companies today for encouraging customers to be featured:
1. Access and involvement-Surprisingly, the #1 thing customers want is
access and involvement-access to your execs and involvement in your
product/service roadmap. Generate ways for your top customers to interact
with your organization on a deeper level.
2. Co-marketing campaigns-Create a few co-marketing campaigns for the
customers you most want to feature. The focus: Ho... (more)
A customer story is one of the most versatile and powerful types of
promotional content any organization can create. Here are the top 25 ways you
can use case studies or success stories - or summaries of them - to establish
or reinforce credibility, educate audiences, and validate products, services
Note: "Customer stories" refers to customer case studies or success stories.
Web sites - Tease and link to customer stories right from the home page, and
include customer stories with all relevant product and service pages.
Newsletters - Run customer stories in new... (more)
It's clear that customer case studies and success stories are integral to the
sales process. But how many organizations actually use them in every
According to Robyn Haydon, Australian proposal-writing expert and author of
the book The Shredder Test, companies don't integrate customer evidence
nearly enough in actual sales proposals. But those that do, see the payoff.
"I know that a lot of my clients get short-listed because they have pushed
hard to include evidence in their proposals, and case studies are really part
of that," she said.
How do you bring your customer ... (more)