December 2005

The $10,000 Question

Telling real business stories through customer case studies

By Celia Canfield

A well-written success story is the single most important tool you can give a sales team. Most companies go through the motions of interviewing people for the story, writing it, enduring numerous rounds of approvals and rewrites, and, finally, publishing the thing. So why do only a select few companies get it right?

When the marketing team at Adaptec launched an ambitious case study program in 2003, the goal was to showcase how Adaptec and its value-added resellers (VARs) help companies solve real business problems with end-to-end storage solutions. Dozens of success stories later, public relations manager Caroline Yu reflects, it was time and money well spent.

"When you take into account the writing and PR costs, as well the exposure on our website, we estimate a case study to be worth about $10,000," she explains. "When you add in media exposure as well as the possibility of incremental sales leads and product sales, the value to VARs is even more significant."

"A strong customer case study tells a business story while positioning a product or solution in the background," says Molly Davis, a founding partner of Rainmaker Communications, a marketing and communications consultancy.

As Adaptec found out, case studies that are done correctly are powerful marketing tools. Write them without keeping the final reader in mind, however, and the case study will be a tool, all right, but not the kind you intend—insulation, doorstop, and cure for insomnia, for example.

Keep these seven points in mind while managing the production of a case study, and you'll be thanking yourself all the way to the bank:

Make It Personal

We all like to talk about ourselves. PowerPoint slides may contain the facts, but they rarely provide context or human interest. For that, you need to get inside the head of the people you're interviewing for the study. "It's important to get them talking and ask open-ended, subjective questions," says Davis.

Set the Scene

Begin with a compelling account of the driving customer need. A case study that opens with a boilerplate description of the customer that is copied and pasted from their website is sure to turn readers away. Weave relevant facts about the company into a creative setup, and save the rest for a sidebar.

Keep it Short

The key to an effective case study program is to limit the amount of time required from interviewees. Davis's team always sends questions in advance and limits customer interviews to 20 minutes.

Focus on Results

Quantifiable results are an essential element of persuasive customer case studies. Give the people you're interviewing the opportunity to discuss both measurable and anecdotal results, and relate those to the reader. Remember, it's the results that will probably sway the reader to take the next step in the sales cycle.

Create a Template

Design matters. Create a flexible template that works both in print and on the Web, and include multiple entry points in the form of headlines, pull quotes, and quick overviews. At-a-glance boxes that summarize benefits and results accommodate readers who scan the page. They also establish credibility.

Choose a Mix of Customers

For companies with a large product portfolio and customer base, selecting which customers to profile is an important decision. For best results, choose companies that represent a range of vertical industries, customer sizes, products, and solution portfolios.

Write Once, Use Many

Savvy marketers use case studies to generate press coverage, secure speaking engagements, place bylined articles, and strengthen partner relationships. In addition, case studies are great confidence-builders in annual reports, quarterly investor calls, and company brochures.

About the author:

Celia Canfield is the CEO and founding partner of Tendo Communications. email her with your search successes and failures.