{"id":594,"date":"2022-01-27T15:39:00","date_gmt":"2023-10-18T15:39:28","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=594"},"modified":"2023-10-18T17:35:26","modified_gmt":"2023-10-18T17:35:26","slug":"how-to-effectively-share-a-case-study-or-testimonial","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/how-to-effectively-share-a-case-study-or-testimonial\/","title":{"rendered":"How To Effectively Share A Case Study Or Testimonial"},"content":{"rendered":"\n

People sometimes say bad things come in threes, but successful businesses have learned how to pull off a highly positive trifecta. It goes like this: <\/p>\n

    \n
  1. \n

    You close a deal with a new customer!<\/p>\n<\/li>\n

  2. \n

    The customer has a great experience with your products and services!<\/p>\n<\/li>\n

  3. \n

    You convince the customer to share their success story as a case study or testimonial!<\/p>\n<\/li>\n<\/ol>\n

    There are too many companies that overlook No. 3 on this list, and it\u2019s to their detriment.<\/p>\n

    Case studies<\/a> and testimonials<\/a> are not just good marketing assets. They can also be used as lower-funnel sales enablement tools. <\/p>\n

    Not many customers want to be the first to test the waters with a new product or service, for example. Even as consumers, we might ask a store associate what they\u2019d heard about an item we pull off the shelf. If the associate says, \u201cIt\u2019s our most popular product,\u201d the item suddenly seems more enticing. <\/p>\n

    Case studies and testimonials go way beyond that kind of high-level, generic endorsement, of course. You can use them to tell a richer story about how your products and services were used. You\u2019re citing real companies and real people, who share their challenges and how your firm helped solve them. <\/p>\n

    Think of it this way: much of the marketing and sales pitches that come from a company could be boiled down to the phrase, \u201cTake it from us \u2014 you\u2019ll be glad you made this purchase.\u201d <\/p>\n

    Case studies and testimonials make a more powerful statement. They say, \u201cTake it from your peers \u2014 they were glad they made this purchase. Here\u2019s what they said, in their own words.\u201d<\/p>\n

    Even though many businesses recognize the potential of case studies and testimonials, they might not produce them because they\u2019re unsure of the process involved. This includes how to share them effectively once they\u2019ve been finalized. If that\u2019s you, use this post as the crash course you need to get started: <\/p>\n

    Determine How The Customer Can Participate<\/b><\/h2>\n

    Testimonials tend to be short \u2014 often just a few sentences or a paragraph at most. A case study tends to be longer and more involved \u2014 the shortest might be several hundred words and in-depth versions can run thousands. <\/p>\n

    Customers who agree to share their story have to be prepared to invest some time and effort in being interviewed or preparing some comments via email. They\u2019ll also need to take some time to review and approve the drafts you produce. No one wants to over-burden their customers, so speak candidly at the outset about the expectations and what they\u2019re reasonably able to do on their end.<\/p>\n

    Bear in mind that some stories don\u2019t need to be turned into a full-length case study. If the customer is simply happy, has a short anecdote about the results they\u2019ve seen or wants to describe the positive experience they had with your team, a testimonial is fine. <\/p>\n

    In other cases you might be able to produce a case study and use one of the quotes as a testimonial. Explore the best approach and present this to your client. <\/p>\n

    Provide The Customer A Brief \u2014 But Make Sure It\u2019s Comprehensive<\/b><\/h2>\n

    Some customers will have participated in case studies and testimonials before, while others might be new to the process and are a bit nervous. Your job should be to make it as easy for them as possible to participate by giving them everything they need to feel prepared. <\/p>\n

    Your case study or testimonial brief should include:<\/p>\n

      \n
    • \n

      The approximate length of time for the interview to be conducted.<\/p>\n<\/li>\n

    • \n

      What format you\u2019ll be using \u2014 such as web copy or a downloadable PDF.<\/p>\n<\/li>\n

    • \n

      Where the case study or testimonial will be shared.<\/p>\n<\/li>\n

    • \n

      A sample list of the questions you\u2019ll be asking.<\/p>\n<\/li>\n

    • \n

      Any head shots or company images you might need to illustrate the asset.<\/p>\n<\/li>\n

    • \n

      Details on how the review process will work and key points of contact.<\/p>\n<\/li>\n

    • \n

      Any legal clearance that may need to be dealt with prior to publication.<\/p>\n<\/li>\n<\/ul>\n

      From here, the focus will be on interviewing, writing and designing your assets. <\/p>\n

      Weave Case Studies And Testimonials Throughout The Customer Journey<\/b><\/h2>\n

      If you\u2019ve got good case studies and testimonials, they don\u2019t have to remain buried in a section labeled \u201cResources\u201d on your website. <\/p>\n

      Think of all the moments where a customer needs to feel reassurance, or to better understand how your products and services could address their needs. Make these assets a recurring theme in the journey they take from awareness and purchasing and even into the post-purchase phase. <\/p>\n

      Think about using your case studies and testimonials in the following ways:<\/p>\n

        \n
      • \n

        As the basis for a blog post \u2014 perhaps linking to multiple case studies or testimonials that speak to the same qualities of your company\u2019s products, services or expert team members. <\/p>\n<\/li>\n

      • \n

        Link to a case study in your email signature with a teaser like, \u201cFind out how XYZ Corp. achieved [result] with us!\u201d or paste a short testimonial that gets people intrigued.<\/p>\n<\/li>\n

      • \n

        Redesign case studies to be featured in the sales team\u2019s pitch decks. Use your favourite testimonial as the last slide. <\/p>\n<\/li>\n

      • \n

        Turn case studies into news items you share in your social media channels, or use testimonial quotes in posts that link back to details about product updates.<\/p>\n<\/li>\n

      • \n

        If you recorded your customer interviews and have permission, create video-based case studies and testimonials, or edit the audio into a series of case study-driven podcasts. <\/p>\n<\/li>\n

      • \n

        Use testimonials to \u201cbookend\u201d the key points in a speech or presentation delivered at industry events, and use case studies as proof points to back up the best practices you offer. <\/p>\n<\/li>\n<\/ul>\n

        Remember that the ultimate goal of creating case studies and testimonials is not simply to have customers brag about your company on your behalf. They help enhance the experience you\u2019re offering to your next prospect or customer by helping them see the possibilities open to them if they do business with you. And if you have good assets like these, chances are they will. <\/p>\n

        <\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"

        Case studies and testimonials are not just good marketing assets. They can also be used as lower-funnel sales enablement tools to entice prospective customers.<\/p>\n","protected":false},"author":1,"featured_media":596,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[3,8],"sf_content_type":[],"coauthors":[2],"class_list":["post-594","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","sf_topic-startups"],"yoast_head":"\nHow To Effectively Share A Case Study Or Testimonial - Salesforce<\/title>\n<meta name=\"description\" content=\"Case studies and testimonials are not just good marketing assets. 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