Casey Hibbard

  We all work hard to create attractive content. But just how useful is it in actually influencing buyers? Each year, I look forward to The Eccolo Media B2B Technology Collateral Survey Report, which opens the lid on how B2B technology buyers consume marketing content. Of course, I want to know, what's going on with customer case studies? Again, this year's just-released report didn't disappoint. Eccolo and Global Marketing Insite collected responses from 501 participants, who were C-level execs, VPs, directors, managers, developers/programmers and technicians - all of which participate in technology purchase decisions in some way. The survey asked about multiple types of content: - White papers - Case studies/success stories - Podcasts - Video - Product brochures/data sheets - Company web pages - E-books - Social media sites - Blog posts - Presentations That list alo... (more)

How HP Case Studies Cater to Readers and Skimmers

Over and over, we hear that most buyers don't really read marketing copy, but rather skim it. So how does that affect the way you present customer stories? First, that may not always be true. Some skim while others want to read more. Or, someone might intially skim but read more closely further into the buying cycle. Given that, it's important to structure your customer case studies and success stories to meet the needs of both types of readers. One of the best ways is to summarize all the key information on page one of a multi-page story in a sidebar. On a web summary, do the sam... (more)

Remember, and Be More Memorable – with Stories

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 Shawn Callahan Andi Bell is a lean, 30-something Londoner. He looks like one of those bicycle couriers who zip past you in Soho. The thing about Andi is that he can memorize playing cards: lots of them. And in 1998 he needed to remember more cards than any of the other competitors (more than 10 decks), and in order, in 30 minutes. If he succeeded, and also aced nine... (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)

Customer Stories Actually RELIEVE Your Best Customers

  "I’m so glad we’re finally doing this interview because maybe I won’t have to take as many calls." That’s an actual quote from a customer being interviewed for a case study. Across all the projects I’ve done, I’ve heard this several times from customers. Imagine how many thought that but didn’t say it? Add this to the list of motivators for customers to be featured in case studies. Customers, even the ones that love the vendor the most, have their limits when it comes to taking time to be a reference. The customer above agreed at some point to take calls from potential new cu... (more)