![]() ![]() Each of them will have their own goals, challenges, successes, and tips to share.įor example, we featured Kata.ai to understand how they used Holistics to improve their chatbot product. That’s because different stakeholders in the company use your solution in different ways. Unless only one person in the client’s company uses and benefits from your product-a highly unlikely case-aim to have at least three interviewees with different job positions. These are all legitimate criteria for choosing a client to feature in your case study. Or you might want to extend goodwill and gratitude to some of your oldest and most loyal clients by featuring them in a case study. You can also identify verticals that you’re targeting and select clients operating in these spaces. Customer success calls were also another good source of information. Be creative in using different channels to find these clients.įor Holistics, problems that clients described in their support tickets revealed the various ways they were using their business intelligence platform. Identify a client to feature based on certain criteriaĪs a B2B company, you’ll want to identify your existing clients who have interesting, unexpected, or niche use cases of your product or service. In 2019, we worked with Holistics to create a series of case studies. “It arms sales teams with creative ammunition and provides proof for what you can do without the need for a hard sell,” writes Davis.īy now, it should be clear what makes a good case study-a clear and relatable narrative that depicts the subject’s pain and success, and how you helped them in their journey to the Promised Land. If they can relate to the problems and aspire to the vision of success discussed in the case study, then chances are the proposed solution will resonate with them, too.Īnd by framing the narrative around the customer’s vision of success, companies can cut through the noise of other sales pitches that focus on the seller.Ĭraig Davis, a content strategist at Facebook and writer at Contently, even claims that “a good case study is arguably the most important piece of content you can create.” Potential clients can see themselves in the narratives told by the case studies. They work because “people relate very well to stories,” says Evan. You’ll also need to provide evidence that you can deliver what you’re promising.Ĭase studies are “ in-depth investigations of a single person, group, event or community.” They typically involve interviews and, where possible, direct observation.Īs a content marketing and sales tool, a case study tells the story of how some companies have attained the Promised Land, and describes the journey they took to get there (hint: it involves your product or service). Only after painting these pictures do you talk about your product or service. Next, describe the Promised Land-the improvements and successes the audience will experience with your help. In his post, Andy outlines the elements of a strategic narrative for sales pitches.įirst, describe how the audience’s world has changed “ in such a way that presents both great opportunity and great risk.” ![]() To understand story-based selling, Evan points us to Andy Raskin, a pitching coach famous for his article, “ The Greatest Sales Deck I’ve Ever Seen” (it has 92,000 claps on Medium as of this writing). That’s why case studies “are highly effective in taking your selling to the next level,” says Evan.īy that, he means the art of story-based selling. ![]() Such a platform can have vast applications across different industries, but the target market might not even be aware that it exists, or that it can solve the challenges they’re facing. Painting this concrete picture is especially helpful for products that many companies have not used before-such as an end-to-end data analytics and business intelligence platform like Holistics. “Focusing on the human element of the story is very important,” he says. To Evan, case studies are a form of storytelling about their customers’ struggles and successes. So it’s refreshing to hear what Evan Tan, Chief of Staff at data analytics and business intelligence startup Holistics, has to say about this type of content. Many business case studies are admittedly boring, and not very helpful. These documents show potential customers that other companies have faced similar problems, and are now in a better place because they have overcome their struggles (with your help, of course).īut the thought of case studies might bring to mind a formal document that describes in stiff language how a product solved a problem. Case studies are useful tools in a B2B company’s sales arsenal.
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