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Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset

Casey Hibbard

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Top Stories by Casey Hibbard

"We have tons of happy customers. How do we decide which ones to feature in case studies?" When it comes to customer case studies – and business in general – too many happy customers is a great problem to have. After all, having satisfied customers is the first and most important ingredient for creating strong case studies. But how do you decide which customers to feature? These 6 steps will help you narrow your pool of candidates and get started: 1. Choose the products and services you need customer stories for. Maybe you need case studies across all your solutions, or just a few. Perhaps a competitor is introducing a product and you want to show your edge. Or maybe you have a product or service with a number of new capabilities not represented in current case studies. These might be the first targets for case studies. The goal: have several strong case... (more)

How to Cue Up Hard-Hitting Customer Quotes

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 intervie... (more)

A ready-to-use case study – How long does it take?

In the discussion about customer case studies, one question comes up over and over: How long does it take to get a case study done? How many days or weeks are needed to get a completed, approved customer story in hand and ready to use? Unfortunately, the answer isn’t that easy. On average, I would say about one month. BUT, it really depends on the part of the process that makes customer stories different from other marketing projects – the review and approval phase. From the time you interview the customer to completing the draft, video or audio might be a couple of weeks. Then... (more)

Ode to the Sound Bite in Customer Case Studies

Mark Twain is said to have called it, "a minimum of sound to a maximum of sense." Who else could so perfectly provide such a sound bite describing sound bites? If a customer story is the most powerful evidence of a customer's experience, then the customer's own quoted comments are the jewels in that crown. They sparkle and stand out above the rest of the story. Often, it's all the viewer or reader may remember, so they better be good. In Writing In a written customer case study or success story, sound bites are best highlighted as "pull quotes." They are literally pulled out of th... (more)

Getting Short-Listed & Winning Work: Include Case Studies in Each Proposal

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 proposal? 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)