What are the best ways you've seen case studies organized?
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):
- 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)
Organized in this way, the Search spreadsheet allows internal teams to keyword search and sort by each column. I see several people in the doc every day and have had a few people tell me it's a great resource.
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 so they can decide which case study is best depending on what the prospect is looking for - a similar company size using your product, similar use case, similar pain point, etc.
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.
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
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.
- 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 headline, so it’s easy to find through filtering.
- Video makes up 75% of all internet traffic, and is expected to grow to 82% by 2022 according to a Cisco report. Video is more engaging than static pages, which is partly why Google as well as social platforms are prioritizing the content in its algorithm rankings.
- If the client in your case study shares it on their Web site/Youtube channel that enhances the video’s Google algorithm juice, and ultimately, the visibility of your brand.
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 tool (or an approach that leverages your cloud storage platform) to organize your case studies (and other assets).
You can refer to one of our blog posts that talks about managing marketing and sales content on dropbox. Though this approach also has its limits.