How do i use multiple customer quotes and case study stats to create a 2 pager sales enablement asset?

I like to use the Care-Do-Impact framework for materials like this. So why should the customer care, what should do they do about it, what is the expected impact they should have if they take the recommended action. That will help the sellers make this case study more action-oriented too. So with the materials you have, think about leading with the strongest customer quote. And closing with the strongest stat. You can always do an additional appendix with the secondary quotes and stats to show i ...Read More

A case study is essentially a narrative that captures a specific moment of challenge or transformation in a business context. Similar to a story, a case study begins by setting the stage with the 'before' scenario, outlining the problem, obstacles, or goals faced by the business. This 'before' moment serves as the starting point, highlighting the context and significance of the situation. As the case study unfolds, it transitions to the 'after' phase, where the narrative evolves to showcase the ...Read More

Customer quotes are incredibly validating for prospects considering your product. One practice I've seen though is for marketers to build customer stories or quotes that a particular customer uses and loves a product, but they stop short of explaining why. To your point about story telling, these types of basic quotes don't actually help strengthen the overall story you're trying to tell. All good messaging is grounded in your customer insight and product benefit. So any customer quotes or case ...Read More

Let's zoom out a little first. I'd encourage you to first answer two questions before writing anything, especially sales enablement: Who is it for? What is the goal of the asset you are creating? Once you answer these two questions then you want to write to support the action you are trying to get the target audience to take. So for example in this instance, without knowing your specific answers I'd think about Audience - is this for prospects or current users Goal - is this to drive new busines ...Read More

I love this question because I love using customer quotes and data proof points to craft impactful messaging. You are already in a great position to create a strong sales enablement asset. If it’s only 2 pages - you need to keep things short and succinct. This isn’t the place to write a full case study (but I would do that later if you have time and link to it from this asset).  What is the big message that you are trying to get across? This should tie back to your main value prop for your produ ...Read More

I think the general rule of thumb about any content creation still applies here. Use a structure/framework that lets you layout all the key details in a logical order. In terms of 'key details' think about the end user and the use of the asset. Who is using this asset and for what purpose? What 'job' does this asset need to do? What are the key objectives of an asset like this one? The answers to these questions will then help you prioritise emphasising the key content that addresses these quest ...Read More

If you're creating a two-pager sales enablement asset, always assume it will be shared externally at some point, so make it so that if it gets in the hands of a prospect, the branding is the same, and the information isn't confidential.Without knowing much about your product or audience, I would look for themes and create multiple documents if available. For the customer quotes and case study stats, I've always used those as sidebar callouts. The themes I would look for include: Product - This i ...Read More

Like any other sales enablement asset, a 2-pager asset that incorporates multiple customer quotes and case study stats needs to be clear, concise, and effective.  Here’s a step by step guide on how I go about creating these:  Outline the Structure: I always begin by outlining the structure for the document. I divide the content into sections, such as Introduction, Messaging pillars with product benefits & proof points and Call-to-Action (CTA). Introduction: This where I highlight the key val ...Read More