The secret of Case Studies

by Matteo Morini on 01/30/2015

Hello everyone, my name is Matteo and since coming to Pro Gamma in 2014 I’ve worked in the sales department.

When I got here in April, the first thing I was asked to do was to write up the Case Studies you’ll find in the Customer Stories section. I was pleased to take on this challenge, because during my time with Dropbox – a company that owes its success in large part to how well it communicated the simplicity of its product – I learned hands-on that being effective in communicating the value of your product is just as important as developing a perfect product.

Since the others shared this belief, we followed Gartner’s advice and treated our Case Study work as a communications tool. While working on this project I learned many things – some of which are seemingly simple, but can be taken for granted – and I’d like to share them with you:

  • It has to be your customers who talk about the value of your solutions: one of Gartner’s studies finds this technique even more effective than a personal meeting or a company event. Obviously, it’s even better if the person telling the story is a customer of yours who is well-known or an industry analyst. On a scale of 1 to 7, peer referencing, meaning when a customer of yours talks about your product, is rated a 5.46, while a personal meeting comes in at just 4.88. That’s a significant difference.

  • Gartner says that there are three phases in a sales cycle in which a Case Study is effective: it can be used in the first phase to intrigue someone visiting your website, during the initial product evaluation phase to confirm the effectiveness of the product’s features, and during the final assessment to answer the most common questions. From this standpoint, it also becomes very important to know which pages of your website correspond to the various phases of product evaluation and how to link the Case Studies to these pages.

  • Then there’s the question of how to write them: writing a story full of facts, evidence, and numbers helps reinforce statements about the product. Consider that according to analysts, a Case Study with lots of images and numbers is, on average, three times more effective. The method we decided to use is to opt for a direct and natural tone, and above all to see things through the eyes of the person reading the document, who may know very little about the product!

But I’ve found the biggest value on a personal level. Doing this job has given me the opportunity to get to know many of our customers better, and to build a closer and more interesting customer-provider relationship.

The last piece of advice we received is to always keep these stories current, so you can tempt potential customers with a new story every time. With that in mind, I intend to publish a new one each month.

I think this could be a fantastic chance both to get the word out about all of your solutions, and to strengthen your relationship with us.

Are you interested?

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