Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset

Casey Hibbard

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Top Stories by Casey Hibbard

I'm a big proponent of what I call "win-win storytelling" in customer case studies and success stories. The company creating the customer story has to benefit, as does the featured customer. The key - especially for landing big-name customers for customer stories - is finding what motivates each customer (on an individual, departmental or company level). Simply reminding the customer they receive free publicity may not be enough. In just the past two weeks, I've worked on several stories with interesting customer motivators behind them: -       A civil engineer is enthusiastic about being featured because it showcases his own success on a major project (and he used my client's software to do so). Nice addition to his resume! -       An IT department participated because it wants to highlight its innovative best practices publicly. -       And a marketing department... (more)

25 Ways to Use Customer Success Stories to Grow Your Business

A customer story is one of the most versatile and powerful types of promotional content any organization can create. Here are the top 25 ways you can use case studies or success stories - or summaries of them - to establish or reinforce credibility, educate audiences, and validate products, services and organizations. Note: "Customer stories" refers to customer case studies or success stories. Web sites - Tease and link to customer stories right from the home page, and include customer stories with all relevant product and service pages. Newsletters - Run customer stories in new... (more)

Awards Get Customers to Tell Their Stories – Fast

It can be really tough to get customers to go public with their stories. But the prospect of winning an award gets customers on board – fast! Your products and services are helping customers do innovative, progressive things. Why not submit those examples for industry awards where you both get some of the glory? Just last week, I helped a client capture two of its best customer success stories to submit for two different awards programs in my client’s industry. And get this…Both featured customers are major, nationally known companies. My client’s customers were all over the idea,... (more)

Will Customers Nominate Themselves as Stories?

If asked, will customers submit themselves as possible case study or success story candidates?  From consumer-products companies to B2B to nonprofit organizations, many now actively solicit stories with self-service “Share Your Story” links on their Web sites. Apple created a link for this soon after the release of its wildly popular iPhone. FileMaker software includes a link to “Tell us your story.” Girl Scouts of the USA asks former members to share their experiences for its alumnae program. And Toyota Motor Sales gather owners' stories and gets usage permission through an o... (more)

Seven Ways to Encourage Customers to Be Case Studies

From startups to global enterprises, every company struggles at times with getting customers to go on record. Here are some ideas in practice at companies today for encouraging customers to be featured:  1.    Access and involvement-Surprisingly, the #1 thing customers want is access and involvement-access to your execs and involvement in your product/service roadmap. Generate ways for your top customers to interact with your organization on a deeper level. 2.    Co-marketing campaigns-Create a few co-marketing campaigns for the customers you most want to feature. The focus: Ho... (more)