How do you ideate case study and other sales assistant content that isn’t necessarily “sales enablement”?

In my experience, the best thing you can do for any type of content is to have a very solid and market-tested positioning and messaging document.  With this is a base, with any assets you create, whether for sales or something customer-facing like a case study, you’re able to be very consistent in what you believe your differentiators are.  And then it’s just a matter of applying for the correct audience.   And since you asked about a case study specifically, it’s a matter of finding customers w ...Read More

In my experience customer testimonials and case studies are always the #1 most requested asset from sales. In a couple of my roles we ended up polling the sales teams on what their most requested item(s) might be from Product Marketing (because we were all bombarded with various requests!) This way we could stack rank them and focus on one or two key items based on the inputs. Furthermore this gave us a strong mechanism to take back to Sales when they demanded more items or ones not prioritised ...Read More

Good question. As a product marketer, I would say the key thing around building case studies is to 1.) work backwards the market perception you want to create is and 2.) ensure the story you come up with is defensible and aligned with what your product delivers AND what your sales team can confidently say about it. If you take that approach, it's still a marketing exercise at its core, but you'll be enabling sales, which I think goes to the spirit of your question.Let's break it down1.) Working ...Read More

Start with your sales team’s pain points and your buyer’s decision process. Some of the most effective case studies and content my teams and I have built came from riding along on sales calls, sales meetings and hearing, “I wish I had a story or asset for this” An Ideal process would look like the following: Use deal intelligence: Look at where deals stall and what questions prospects ask. That guides whether you need a case study, business value case, competitive de-positioning, or specific sal ...Read More

You want to spend time and resources on creating sales content that will actually be useful to the sale team, and here are two things you need to understand first Have a really good understanding of your sales process, and have a map of what assets you have for each step of the process so you can understand where the gaps are Understand what type of content is working best (for instance, what types of customer stories resonate the most with prospects) so you can double down on that The best way ...Read More

I love this question as customer advocacy is critical and should be part of a standard sales enablement program for priority launches and initiatives. There are many considerations for developing a case study or other sales enablement materials, namely the overall objective, target audience, and scope of content. Getting input and buy-in from sales will be critical, as they are a key partner and user of this content. Objective: Define the goal for the content such as acquisition, upsell, or usag ...Read More

One way to ideate impactful case studies (beyond traditional sales enablement) is to keep them focused, real, and outcome-driven. I liked this breakdown from Marina Aghbalyan:🔸 Who the client is🔸 The real problem they faced🔸 What you actually did🔸 Tangible outcomes🔸 Use the client’s voice She also shared a visual version of this on LinkedIn — you can check it outhttps://www.linkedin.com/posts/marinaaghbalyan_casestudy-b2b-growth-activity-7351596660042452995-AJhA?utm_source=share&utm_medium=m ...Read More