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Casey Hibbard

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Top Stories by Casey Hibbard

Note from Casey Hibbard: While I’m out on maternity leave until the end of July, this blog will feature a summer guest blogger series with content from experts in marketing, organizational storytelling and writing. By Michael Margolis Gone are the days of “Just the facts, M’am.” Instead we’re all trying to suss each other out in the relationship economy. Do I share something in common with you? How do we relate to each other? Are you relevant to my work? We're exchanging stories all the time to determine if we belong in the same tribe. That’s why the resume is on the out, and the bio is on the rise. People work with people they can relate to and identify with. Trust comes from personal disclosure. And that kind of sharing is hard to convey in a resume. Your bio needs to tell the bigger story. Especially, when you’re in business for yourself, or in the business of r... (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)

Will Customers Nominate Themselves as Stories?

If asked, will customers submit themselves as possible case study or success story candidates?  From consumer-products companies to B2B to nonprofit organizations, many now actively solicit stories with self-service “Share Your Story” links on their Web sites. Apple created a link for this soon after the release of its wildly popular iPhone. FileMaker software includes a link to “Tell us your story.” Girl Scouts of the USA asks former members to share their experiences for its alumnae program. And Toyota Motor Sales gather owners' stories and gets usage permission through an o... (more)

A Winning Strategy for Landing Big-Name Customer Stories

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 a... (more)

Seven Ways to Encourage Customers to Be Case Studies

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)