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So I have been thinking today (not the first time) about my least favorite approach to customer evidence, (case studies, success stories, customer testimonials, whatever you want to call them). I think it is a problem that permeates the execution of so many sales and marketing activities: goal-agnostic metrics.
What do I mean? I mean when some poor marketing manager has been given the task of “creating XX number of success stories by XX date” as the goal of a customer evidence program. This is a fine target number, but not the goal of the program. The goals of an evidence program should be more like: to create stories that are instantly readable and genuinely connect with the audience, to create testimonials that are true and informative with a reasonable call to action, to produce stories that resonate and can be passed on to your customers’ industry peers, and most importantly to create materials that actually get in the hands of buyers and influencethem at all stages of the sales and marketing life cycle.
So my quick advice, if you are ever asked to “create XX number of success stories by XX date” is to consider these 4 questions:
- How will these materials get into the hands of potential customers, specifically? Events? Online? Sales calls? Proposals? Direct mail? Press releases? and how can I make sure that it actually happens?
- What formats will be most useful in these channels?
- What quantity of success stories is needed to be successful in these channels based on coverage across industry, geography, and segment?
- If I were someone in my audience, what would I really bother to read that would make a difference in my buying decisions? (See little chat on empathy in marketing or more ideas.
Once these questions are answered, then set the best target possible for your budget, and include a few more details such as what formats will be used in what channels (online, direct mail, advertising, sales calls, events, etc). That is sure to generate more success for your company in the long run, and you’ll still likely hit hit your targets. And if any one ever asks you, “why 20?,” you’ll have an answer.