From the Blogosphere

Contrary Opinion: CRM is a Hoax

Mon, 30 Nov 2009 09:15:00 EST

I have a pet peeve concerning two things I’ve been meaning to write about lately, namely CRM and multi-tenancy. I recently read an excellent article referencing both concepts and thought it might be a good stepping stone to a quick blog post. In his article Don’t Get Conned – The many disguises worn by software-as-a-service, Matt Wallach discusses CRM software and the concept of SaaS multi-tenancy.

Publishing Synergy: Blog, Twitter and Ulitzer

Sat, 28 Nov 2009 16:45:00 EST

In the six months we've been using Ulitzer, the platform has definitely demonstrated its value in the delivery of true publishing synergy with new media. Through it, we have built an effective, responsive and fiscally conservative customer outreach program. Industry thought leadership, as measured by article readership, has exceeded all expectations. We look forward to future enhancements and will certainly leverage the many other related offerings.

GDS International TOP 10: "The Board that You Could Never Afford"

Thu, 26 Nov 2009 12:15:00 EST

GDS International has built up quite a reputation amongst the fortune 500, the world-wide media giant has had double figure growth every year for the last five years and has offices in almost every continent. They now boast the fastest growing news source amongst the executive community in the world increasing its reach by 200,000 across all verticals every month through their new digital initiatives. Because of this the worlds Business leaders are queuing up for an opportunity to work with GDS International, below is the top 10 executives that have played a major part in the company's success in 2009.

GDS International Talks with Bank of America on Consumer Scam

Thu, 26 Nov 2009 12:00:00 EST

Cyber crime is relatively new, but has now grown exponentially. It is an ongoing issue for financial institutions and with the Bank of America being one of the biggest in the US combat methods must constantly evolve. So they brought in Ron Green from the US secret Service to secure the Banks customer facing business. "if I were to grab a group of a hundred people to try and steal their information, there's a good chance that I'll get a good percentage of Bank of America" Ron Green continues "The line between Forensic Murder investigation and bank crime may be closer than we imagined."

Financial Social Media Marketing

Tue, 24 Nov 2009 14:30:00 EST

According to AdvisorTweets, Financial Industry Regulatory Authority Inc. (FINRA) says the delay is needed to reconcile comments from their membership. As reported in DBJ Associates, the industry is taking a closer look at social media as sales literature because advisors and investors want to have a hand choosing the communications forms they prefer. "The cost of not communicating to advisors and clients through their preferred vehicles (social media) does not make a lot of long-term business sense." Mr. Johnston said recently.

The Secret of Business Growth in 2010

Tue, 24 Nov 2009 10:30:00 EST

Having had their fill of the economic downside, business leaders are truly ready for the eventual upside. Apparently, U.S. companies are preparing for a global economic recovery to begin in the first half of 2010, according to a new "Road to Growth" market study from AT&T. Key study findings include the following insights.

Social Media: Marketing Marvel or Annoying Distraction?

Sun, 22 Nov 2009 05:00:00 EST

Financial social media marketing goes under the microscope as mutual fund researcher Neil Bathon asks, "What is social media really?"

Take Your Elevator Speech to a Higher Level

Fri, 20 Nov 2009 15:45:00 EST

As he put it, "Understand that the Elevator Pitch is Dead. You remember the elevator pitch. The notion that you should be able to describe what your company does in the length of time consumed by the average elevator ride. I’m here to tell you, that’s way too long these days. Elevator rides seem interminable." I am in absolute agreement that brevity is essential. But, brevity is just the beginning. In fact, the ideal elevator speech should be exactly that–a beginning. Don’t think of your short statement as a traditional speech designed to get a big round of applause at the end. Instead, it serves as an opening gambit that engages your listener so effectively that it begins a dialogue of indefinite length. It can become the welcoming door to your compelling content.

Using Tech, Other Channels to Market Your Message

Fri, 20 Nov 2009 15:45:00 EST

First, we have spent an enormous amount of time and money developing our Web site. These days, a Web site is all-consuming. It includes positioning, branding, support, infrastructure, training materials, community development, sales operations, bug reporting. The list goes on. There is not a single facet of our business that doesn't touch the Web site. This past weekend, we wanted to test our message of "empowerment" on a focus group. We sent one of our team members to a BarCamp in Philadelphia. At a Bar Camp, organizers prepare the location, set times and administrate a few other functions, but members largely determine the topics they want to speak about and hear about. We diligently noted reactions, questions and responses -- just like a focus group.

Six Suggestions for Getting Your Mutual Fund “Discovered” in 2010

Thu, 19 Nov 2009 19:48:00 EST

Numerous articles have been written lately on the massive rebound of stocks beginning on March 9, 2009. Most mutual funds have enjoyed a nice performance rebound as well. If your mutual fund is one of those enjoying this rebound in performance “How do you get “Discovered” in [...]

What is HARO?

Thu, 19 Nov 2009 10:45:00 EST

Chances are, if you're not a journalist, you haven't heard of HARO. It stands for Help A Reporter Out, and it's a site that was created to help journalists connect with experts or sources to interview for articles that they're writing. Chances are, you're thinking: OK, but I'm still not a journalist, so why is HARO useful to me? Well, if you're blogging or creating content regularly, you are similar to a journalist in some ways. You're trying to come up with interesting ideas, connect with an audience, and potentially find interesting sources to interview.

Five Simple Tips for 2010 Marketing Planning

Wed, 18 Nov 2009 14:25:00 EST

Admit it. You haven’t started working on your 2010 marketing plan. Sure, you’ve thought about it and maybe you even built an outline. You may have held a meeting or two to discuss. And your calendar for 2010…well, it’s already full of trade shows, weekly meetings with your marketing team, scheduled promotional mailings, and perhaps [...]

Business Blogging: the Value of Adding a Blog to Your B2B Mix

Wed, 18 Nov 2009 13:00:00 EST

Of course it is now a prerequisite to have a professional web presence for your business. More than likely, you spend time and treasure on this critical resource. But what about a blog? Blogging may just seem like a fad for techies (www.Gizmodo.com) or people that seem to have plenty of time on their hands, or people who have plenty to say, like researchers (www.researchbuzz.org). By now, having a companion blog site has become part of a comprehensive marketing program for many. Blogging, and other forms of social media, has become a de facto means of engagement for B2B companies. It's simply essential. Just as you would view in-person networking events as necessary to engaging with customers and partners, your blog site should be this as well. And while it may seem that a blog will cost you additional time (and that treasure), there are resources available to streamline blog publishing. More than this, your blog site can be well-positioned to feed visitors to your existing company web presence.

When to Automate the Fulfillment Process

Fri, 13 Nov 2009 13:30:00 EST

Businesses provide many different types of fulfillment. Some fulfill by keeping shelves properly stocked, and then delivering from that stock. Some businesses go a step further and manufacture or assemble those products. Others provide professional services such as engineering, case management, analysis or legal services.

When to Automate the Billing Process

Fri, 13 Nov 2009 13:30:00 EST

Most businesses have an accounting system that makes sense for them. However, an accounting system by itself is far from an efficiently automated billing process. Because the accounting system usually is a silo that is wholly separate from other operational activities of the company, keeping its information current often creates the need for multiple redundant entries of the same data, inefficiencies and sources of error.

What Is Your Favorite Case Study? Why Do You Like It?

Thu, 12 Nov 2009 06:00:00 EST

Case studies come in all shapes and forms. Our Panel of Case Study Experts have written and reviewed thousands of case studies over the years. Which case study stands out in their mind? We have invited Case Study Experts to answer this query: "Give one example of your most favorite case study and why you like it".

Cindy King

Blog CindyKing Twitter CindyKing

“Highlight business impact”

Cindy King's Bio

Cindy King is a Cross-Cultural Marketer & International Sales Specialist based in France. She uses her dual background in sales & marketing, in international business development, to help businesses improve their international sales conversion. She is also adept at content marketing, international web marketing and social media marketing.

Cindy King's Tip

My favorite case study is a blog post on Social Media Examiner:
Social Media Marketing Lowers Acquisition Costs 39 Percent for TakeLessons.com

What stands out the most for me in this case study is the great example of how social media marketing works for a real world business. It highlights how businesses need to adapt their marketing to this new environment in order to engage with their clients in a different way. Another great take away from this case study is how businesses should approach the ROI of social media. It's not only about the money you make, but also the money you save.

Of course, most businesses would love to experience similar results to the TakeLessons.com case study, especially when you consider the manageable amount of time invested in their social media tasks. So this case study is also an inspiration.

Cindy King Recommends

Casey Hibbard's book Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset
Jill Konrath's book Selling To Big Companies
Joe Pulizzi's and Newt Barrett's book Get Content. Get Customers.

Casey Hibbard

Blog Stories That Sell Twitter Casey_Hibbard

“Tell a story and prove claims with numbers”

Casey Hibbard's Bio

Casey Hibbard is the founder and principal of Compelling Cases, Inc. Over the past decade, she has created and managed nearly 500 customer stories for dozens of companies, including Level 3, USA.NET, Jobfox, Qwest, Great-West Healthcare, Vocus and Verio. She is the author of the first published book on the topic of customer case studies, Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset.

Casey Hibbard's Tip

Alltel Wireless drives “My Circle” success with sophisticated direct marketing was created for Acxiom, an interactive marketing services company.

This case study is at the top of its class for many reasons:

A well-known company was willing to share its success in a case study.
The design attracts and engages readers. The amount of white space is inviting, as well as the numerous, relevant graphics throughout the story. The layout keeps paragraphs narrow and relatively short, making it more reader-friendly.
A sidebar summarizes the story for readers. Placing it on the first page means readers don't have to search for that information.
A feature story style means the story starts immediately with an engaging feature lead, instead of an "About the Customer" section.
Acxiom has left out an About Us section, keeping it about the customer's story. Instead, the audience can glean that information from other sources.
The story uses descriptive subheads throughout to help readers skim.
The 4-page case study uses 5-6 powerful customer quotes that reinforce the customer's experience.
It includes measurable results - the icing on the cake.

In short, it's extremely attractive, tells a story and proves its claims with numbers.

Casey Hibbard Recommends

For writers and marketers, the first book on customer case studies just came out, Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset, in ebook or printed formats. It covers the complete process of creating a story from start to finish to usage.
Steve Slaunwhite’s Cracking the Case Study Market how-to manual is a great resource for writers looking to profit in this field.
Join LinkedIn Group – Success-Story Marketing Group for discussions about all things related to using customer stories in sales and marketing.

Michele Linn

Blog Savvy B2B Marketing Twitter MicheleLinn

"Highlight results that are quantifiable and relevant to the reader"

Michele Linn's Bio

Michele Linn is a B2B marketing consultant specializing creating and promoting buyer-focused content, such as white papers, research reports, feature articles and case studies. Her business is devoted to making the job of B2B marketers easier by producing effective content and providing insights on how they can market it. Her website is Linn Communications.

Michele Linn's Tip

One of my favorite case studies (Insurance Firm Wards Off Costly CPU Upgrades With Compuware Strobe) is one I worked on when I was a marketing manager for a software company. It was a collaboration between the key people at my company (sales was especially instrumental), and I was very pleased with the results.

Like many case studies, the format of this piece is easy to skim and understand: problem, solution, results. The sidebar summarizes these key points for those who want a quick overview.

I am especially fond of this case study because the results are so quantifiable and relevant to the reader. For the audience of this story, hard-dollar savings was especially important. We understood exactly what data we wanted to pull out, so we developed the questions to get powerful quotes:

“We were able to fine-tune performance and delay our next CPU upgrade for almost 18 months, saving approximately $2 million in hardware and software costs.”
“We can improve performance and put off other upgrades, saving us today probably close to around another $1 million in costs.”

We got a lot of mileage from these quotes and others from the story. There was also a video and press release about the customer experience, which was a nice compliment to the written story.

Michele Linn Recommends

Casey Hibbard's blog Stories that Sell
Casey Hibbard's book Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset
Jonathan Kranz's eBook: Making Your Case: Everything You and Your Colleagues Need to Write Compelling, Lead-Generating Case Studies

Sarah Mitchell

Blog Global Copywriting Twitter globalcopywrite

"Identify a case study with clear subheadings - Problem, Goal and Solution"

Sarah Mitchell's Bio

Sarah Mitchell is a freelance copywriter with a focus on B2B content, specifically case studies and white papers. Combining successful technical, sales and writing careers, Sarah provides a rare perspective to every project. She’s especially interested in working with small and medium-sized businesses. Sarah has lived and worked on five continents. Find her website at Global Copywriting.

Sarah Mitchell's Tip

My favorite case study is from an unlikely source, Cook’s Illustrated magazine. For those of you that don’t know, Cook’s Illustrated is known as America’s Test Kitchen. Taking a scientific approach to every recipe printed, the magazine is nothing less than a monthly compendium of case studies.

Published in March 2006, Old-Fashioned Chocolate Layer Cake identifies itself as a case study with clear subheadings on The Problem, The Goal and The Solution. Written clearly in feature-style prose, the reader is drawn immediately with a reminder of how chocolate cake used to be, “towering slices …slathered with billowy frosting”. The problem succinctly follows, “over the years chocolate cakes have become denser, richer and squatter”. By the time I get to the goal, “old-style, mile-high chocolate layer cake with a tender, airy, open crumb and a soft, billowy frosting”, I’m already making a shopping list.

As with all good case studies, Cook’s Illustrated provides plenty of convincing data. You trust a recipe perfected with 130 attempts. Both failures and successes are detailed in objective language. Key findings are described along with the technical reasons for success. When you’re done reading, you know what works and, importantly, why it works.

The case study ends with clear recommendations in the form of a recipe and systematic instructions with accompanying photos. If you’ve never made a chocolate cake in your life, this case study provides four pages of specific information to guide you. For an experienced baker, Cook’s Illustrated makes you confident you’ve found the perfect recipe.

Sarah Mitchell Recommends

Savvy B2B Marketing
Compelling Cases Blog
Joe Pulizzi’s Blog
Stories that Sell by Casey Hibbard
The Well-Fed Writer by Peter Bowerman
LinkedIn Groups: Copywriting Success Summit and Success-Story Marketing

Stephanie Tilton

Blog Savvy B2B Marketing Twitter StephanieTilton

“Produce a range of pieces to address different audience interests”

Stephanie Tilton's Bio

Stephanie Tilton is an expert case study and white paper writer who helps B2B companies advance the sales cycle by engaging prospects and customers. Harnessing her unique blend of technical knowledge, marketing savvy, and writing skills, Stephanie has crafted nearly 100 case studies and white papers for leading brands such as Akamai Technologies, EMC, Macromedia, Novell, SAP, and Symantec. Her website is Ten Ton Marketing.

Stephanie Tilton's Tip

My favorite case studies focus on the customer's success and help readers envision how their situation can change for the better.

SAP does a great job of telling these types of stories. In fact, SAP takes an interesting approach to showcasing customer successes. It produces a range of pieces to address different audience interests, from a one-page customer profile to in-depth stories that follow the typical "problem-solution-results" formula. In the middle lie Business Transformation Studies, which illustrate how SAP has helped customers, well, transform their businesses. These Business Transformation Studies are formatted to appeal to both skimmers and readers, as well as to business and technical audiences. In the sample I've chosen, you'll see the following elements used to great effect:

A headline and pull quote emphasizing the main customer benefit
A shaded box summarizing customer and solution information
Bullets highlighting key challenges, reasons the solution was selected, implementation highlights, and benefits
A four-line summary encapsulating the story
A one-page narrative telling the story in a compelling fashion

Key takeaway: Focus your case studies on your customers and format the stories so readers can digest information the way they prefer.

Stephanie Tilton Recommends

Casey Hibbard's book Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset
Casey Hibbard's blog Stories that Sell
6 Steps to Successful Case Studies

Recommended Resources from Experts on Case Studies

Blogs

Casey Hibbard's blog Stories that Sell
Cindy King's blog CindyKing
Michele Linn's blog Savvy B2B Marketing
Stephanie Tilton's blog Savvy B2B Marketing
Jonathan Kranz's blog Kranzcom
Sarah Mitchell's blog Global Copywriting
Joe Pulizzi’s Blog

Books

Casey Hibbard's book Stories that Sell
Jill Konrath's book Selling To Big Companies
Joe Pulizzi's and Newt Barrett's book Get Content. Get Customers.
The Well-Fed Writer by Peter Bowerman

Others

Steve Slaunwhite’s Cracking the Case Study Market
LinkedIn Group – Success-Story Marketing Group
Stephanie Tilton's 6 Steps to Successful Case Studies
Jonathan Kranz's eBook: Making Your Case: Everything You and Your Colleagues Need to Write Compelling, Lead-Generating Case Studies
Your Colleagues Need to Write Compelling, Lead-Generating Case Studies

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