Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset

Casey Hibbard

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Top Stories by Casey Hibbard

In the discussion about customer case studies, one question comes up over and over: How long does it take to get a case study done? How many days or weeks are needed to get a completed, approved customer story in hand and ready to use? Unfortunately, the answer isn’t that easy. On average, I would say about one month. BUT, it really depends on the part of the process that makes customer stories different from other marketing projects – the review and approval phase. From the time you interview the customer to completing the draft, video or audio might be a couple of weeks. Then, how long is it in the customer’s court? I’ve seen customers approve stories the same day they receive them. But I’ve also seen them make the rounds of customer review for months. Often, it depends on the size of the featured customer’s organization. Generally, the larger the company, the l... (more)

Dare to Give a Case Study Customer a Deadline?

What’s the biggest unknown in any case study or success story project? The customer’s review and approval time. As we’ve said, customers can turn a story around in a day or take months. You have to find a middle ground of being persistent but stopping short of pesky. Some people simply need specific targets. Or, to put it more bluntly, a deadline. Typically, I don’t give customers a deadline right out of the gate, when they first receive the story for review. I tell them that I’ll check back with them later in the week or early next week – usually giving them 3-4 days. The only... (more)

The Resume Is Dead: The (Story) Bio Is King

Note from Casey Hibbard: While I’m out on maternity leave until the end of July, this blog will feature a summer guest blogger series with content from experts in marketing, organizational storytelling and writing. By Michael Margolis Gone are the days of “Just the facts, M’am.” Instead we’re all trying to suss each other out in the relationship economy. Do I share something in common with you? How do we relate to each other? Are you relevant to my work? We're exchanging stories all the time to determine if we belong in the same tribe. That’s why the resume is on the out, and t... (more)

Want to Write Case Studies? How Technical Do You Need to Be?

By Casey Hibbard Before I started writing about technology as a business reporter, I had zero technical background. The closest I'd come to technology was a high school computer science class that I'd barely passed. But this was different. I was writing about technology in layman's terms, not about the bits and bytes behind it. Still, I eased my way in slowly, like getting into a cold swimming pool. Turns out, I should have jumped in, but it took time to build confidence that I could, in fact, write about technology. Pretty soon, I was the newspaper's tech columnist. Now as a f... (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)