Buyers Link to Case Studies from Blogs, Wikis
In just the past six months, marketers have really begun embracing social media. They’re blogging, building Facebook fans and Tweeting.
Yet, much of it is still experimentation.
The question is, how do you get people to link to the content on your site from social media venues?
Case studies are a top draw for technology buyers, but mostly linked from blogs and wikis versus other social media, according to a recent report from IDG Knowledge Hub.
The report, Social Media and the IT Investment Process: Linking Social Conversations to Content, includes findings from a survey of 100 information technology buying team members regarding the links they most want to see.
According to the report, the wrong content types can be worse than none at all.
"Over 40% of social media participants are interested in pursuing links to vendor-generated content…Winners’ will be vendors that build a relevant content bridge to draw the conversation towards their own hosted platforms and insight."
What works?
The report points out that preferences vary by investment type, buying role and the type of business impact (technical, financial, business impact).
Here are the top three preferred content items for various social media tools:
Blogs
Case study, advertisement, tutorial/how-to
Discussion boards/forums
Tutorial/how-to, free-event registration, evaluation version
Messaging/live chat
Free-event registration, ROI calculator, presentation
Microblogs
Advertisement, technical knowledgebase, free-event registration
Social networks
Free-event registration, advertisement, ROI calculator
Wikis
Tutorial/how-to, technical white paper, case study
Do you track your content consumption by incoming links? What are you seeing in terms of linkage from social media?
What a Screenwriting Guru Can Teach You About Ditching the Sales PowerPoint
My friend Steve Kayser, a media relations director and prolific writer, recently shared a brilliant interview he conducted with Robert McKee, legendary guru of Hollywood storytelling and best-selling author of “STORY."
Steve posed the question to McKee: "Can the principles of his classic book “STORY” be used in the complex sales process?"
The answer was decidedly "yes."
The thought-provoking interview delves into the power of story in presentations, the impact of being honest and flawed in your story, and the importance of making story personal for the audience.
It even takes on the PowerPoint presentation.
"The PowerPoint presentation is easy, that’s why people do it," McKee says…."And when you come up with brilliant creative solutions to the presentation, the results for the people, for the audience, are stunning.
Check out the interview yourself, and be inspired to transcend traditional presentation props.
Small Business Buyers Want Case Studies Too!
Last week, I got all excited about survey results indicating that customer case studies are increasingly valuable in B2B technology buys.
There’s yet more to talk about when it comes to how case studies are consumed.
The second annual Eccolo Media B2B Technology Collateral Survey also segmented buyer behavior by type of company. Here’ what they said:
"Once again, decision makers from larger firms were dramatically more likely to have consumed case studies (82 percent) than decision makers from smaller companies (59 percent)."
Why is this?
Here’s my theory…
Case studies are NOT necessarily more valuable to larger companies. Rather, they probably are presented with case studies more often than smaller companies are.
Think about it. Most vendors go after big companies, and if you’re going after a big company, you probably are prepared with customer case studies to show as examples.
Perhaps smaller vendors, going after smaller companies, have not built their databanks of case studies and success stories.
It’s just my experience from working with all types of companies. Small companies often don’t have the resources to create cases. But those that do may stand out.
The takeaway:
- Larger firms likely expect to see case studies, so be prepared.
- Your competition may not be presenting customer case studies to potential customers, so vendors that do may have an edge.
What are your thoughts on these Eccolo stats?
Results are in…Case Studies Increasingly Valuable in B2B Technology Buys
What marketing collateral is most influential in B2B technology purchases?
A recent survey offers some answers.
In July 2009, Eccolo Media conducted its second annual B2B Technology Collateral Survey. The 501 respondents included C-level executives, vice presidents (VPs), managers, directors, developers/programmers, and technicians.
Once again, white papers topped the list of collateral that influences technology purchases.
But we’re pleased to report that case studies were a close second. (Go Team Case Studies!)
Here are a few standout stats from this year’s survey:
Two-thirds relied on them in the past six months – 69 percent of respondents used a case study to help make a purchasing decision over the past six months—a 10 percent increase over the 2008 results.
The majority found them influential – 79 percent felt that case studies were moderately to extremely influential in making a purchasing decision.
They share them with colleagues – 85 percent of the people who influence or make technology decisions share case studies with others.
White papers and case studies are most influential – Product brochures and data sheets are behind white papers and case studies in terms of influence.
Written case studies are preferred – Two thirds of respondents preferred written case studies followed by one-third preferring video and a small percentage preferring audio testimonials.
Check out the full survey results – and consider ways to integrate customer stories more into your 2010 marketing plans.
Can a Case Study Help You KEEP a Customer?
Compelling customer case studies and success stories do many things…
- Close a sale
- Land PR
- Generate leads
- Upsell to existing customers
- Train new sales reps and employees
Can we add to the list, help you keep an existing customer that is considering moving to another product or service?
And, here’s the kicker. The case study would be on the customer that is thinking of leaving.
Wait, if the customer is happy enough to be featured in a case study, then why are they at risk?
Business dynamics can be complicated, and many customers don’t fully realize the impact a product or service actually has.
Sometimes you have to continue proving why you’re better than the competition.
Here’s the scenario:
I’m currently working on a customer case study where the customer account is in jeopardy. The day-to-day person who manages the software is satisfied. In fact, the solution has helped the company make major strides in boosting its service to customers. There are even some measurable results!
But the new director of support has other ideas. He wants to switch to another product. The reasons are not 100 percent clear yet.
My client is hoping that well-documented success, summarized in a solid case study, will help convince the new director to keep the product.
So, how can we maximize this case study so it does its intended job?
Understand the objections
Try to find out as much as you can about WHY the customer is thinking of switching, though it may not be easy. The sales/account manager should be in tune to this.
Perhaps this new director doesn’t fully understand how the incumbent product can perform.
Answer the objections
Once you understand the goals and motivations behind the possible switch, you can respond accordingly. Be sure that your interview collects solid evidence to address the company’s concerns.
Measure!
As clearly and thoroughly as possible, lay out the specific results of the product or service. Being vague here won’t accomplish the goal.
A case study alone may not save a customer. Maybe the customer needs some education about functionality or capabilities they are not yet taking advantage of.
But it does give them a summarized view of success to date—something your customer may not even be aware of.
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