All related (70)
Sandy Tang
Product Marketing, Enterprise Cloud, AtlassianMarch 29
I've organized case studies with two components: (1) a Google Spreadsheet to help search for relevant customer stories and (2) a deck with customer-facing slides organized alphabetically to highlight the full customer story and specific product use cases, when applicable. The Google Spreadsheet lists (by the column): * vertical * customer * link to the customer-facing slide(s) * link to the full customer story on the website * the solution and/or product(s) it relates to (via a checkbox) * key metrics and/or notes (to help with searchability) * relevant personas (via a checkbox) ...
Gregg Miller
VP of Product Marketing, Oyster®September 21
Adding on to the above, ideally you'd have a case studies page somewhere on your website. That way when a client or prospect asks for a case study, you can give them what they're asking for but also benefit from:  * Giving them exposure to the many other case studies you've done which builds confidence among prospects that your company is trustworthy and delivers results  * Driving additional engagement with other parts of your website which will help drive them further along their customer journey
James Winter
VP of Marketing, SpekitJune 29
Build out a matrix in a spreadsheet or PDF. In my company we've done that by having use cases as the rows and verticals as the columns. So if you're looking for a case study where the main use case was driving sales in the fashion space, you just go to the intersection of those two.  I think you more or less are on the right track already.  It's not super pretty but it gets the job done. Obviously we're still building this out and it'll never be fully complete.  undefined []
Kat Sandin
Director of Product Marketing, AppfireJuly 25
Love the matrix idea!  I've also done just a simple google sheet that's shared with the team and updated regularly as new customer stories are added (or if a customer leaves, updating that info as well). Some of the things we included on the spreadsheet were company name, link to the case study article/video/etc., titles of the people involved in using the product, summary of the use case, features used, challenges they faced before using our product, main success metrics, company size, and industry. It's a lot of info, but it helps to have all those options available to your sales team s...
Kevin Ferguson
Brand & Product Marketer/Data Storyteller, Kevin FergusonFebruary 14
I’d suggest compiling video case studies (60-90 seconds each) and post them on your Youtube channel as well as a section on your web site for a couple reasons. Video enhances a site’s Google search rankings if the videos are described and tagged properly, especially videos from Youtube, which is owned by Google. 1. Group your video case studies into playlists. You could also create playlists for verticals. If you only have one case study for a vertical, instead of segmenting out its own playlist, keep it with other case studies, but make sure the niche is noted in the Youtube ...
James Winter
VP of Marketing, Spekit
Pat and Sean did a great job answering with some more tactical approaches so I'll be brief with a couple tips.    There are purpose built tools like Inkling that can be a great way to enable massive sales teams, but they require a ton of investment to do well. Webinars and quizzes are things that work well remotely. Salespeople are competitive so use that to your advantage.   If you have a massive sales team, you should also have the budget to get some outside help to help train them. I’d recommend hiring a professional services firm to make sure the training doesn’t consume all of your...
Gaurav Harode
Founder, EnablixOctober 31
While I like the spreadsheet idea, I don't think it is practical and scalabe. It may help marketing keep track of where you have coverage and where there are gaps to filled in but expecting sales team to open a spreadsheet to look for Case Studies is going to result in lack of engagement and email requests for case studies.  One of the key challenges of a sales enablement program is not the lack of processes and tools but the behavioral inertia that you need to overcome. And in today's world of instance gratification and short attention span, I would strongly suggest that you invest in a...
Daniel Kuperman
Head of Product Marketing, ITSM, Atlassian
You have several products with release dates next to each other and limited resources, so what do you do? Here’s how you can think of this: first, identify the releases with the highest ‘tier’ or ‘priority’ (classification of release tiers vary company by company). The highest priority feature is typically the one with the highest impact in the market and that should get more enablement focus.