Article
Create Case Studies With Market Research Tactics
planbeyond.com
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Outbound Sales Materials “Citing a customer name and the the business benefits they enjoyed builds credibility and gives an outbound sales team the chance to pitch a prospect on a meeting or demo.” In sum, when you create case studies, you create a content marketing and sales activation engine.
Benefits “Especially important are tangible, quantifiable benefits that let you tout really clear product wins.” • Tell us about [time savings, cost savings, faster resolution times, faster throughput times, etc.] you got from using the product. How did that come about?
The typical workflow includes the following approach: “That is, what do they know about this customer that makes them a great case study opportunity.” 2. Perform Outreach: With your list finalized, it’s time to reach out and request a case study interview. We suggest developing email templates and phone scripts for your sales and customer service teams. This lets them spend their time on outreach, not on figuring out how to ask for the interviews in the first place.
1. Develop An Outreach List: First, build a list of all the customers you hope will give you a story. This usually means working with sales or customer service reps to build out an initial list. As they enter in names, also ask them to include a “Why.” That is, what do they know about this customer that makes them a great case study opportunity. “With your list finalized, it’s time to reach out and request a case study interview.” Include an explanation of what the process is, why you’re doing it, and what they may get in return. This is also where you mention any incentive you wish to offer.
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