Do you have content that answers your audience’s questions and provides value along every stage of the sales funnel? Some of the most influential pieces of content include proof of ROI value, thought leadership, customer stories, and case studies.
Today’s guest is LaRissa Hendricks, product marketing copywriter at CoSchedule. She describes how to create relevant and compelling customer case studies.
Some of the highlights of the show include:
- What are case studies? Success stories about how customers use product or service to reach specific outcome
- Goal of Case Studies: Share how and what can be achieved with CoSchedule
- Possible Outcomes: CoSchedule helps marketers complete more projects, meet deadlines, and prove value to stakeholders
- Gartner ranks case studies as third most-valued marketing asset for buyers
- Case studies prove most effective at start of sales funnel by covering customer challenges and outcomes achieved to engage and establish trust
- Pitfalls to Avoid: Focus on customers and outcomes, not product and features
- Target Audience: Anybody with an interest in CoSchedule, including specific industries, various team sizes, and common customer issues
- Short- or long-form structure used for case studies depends on sales funnel stage, challenges, outcomes, and key data points
- Customer Story Matrix: Who, what, when, where, and why of sales enablement content case studies to use for specific situations
- When is enough, enough when it comes to case studies? Depends on customers and different factors
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