Question

Topic: Customer Behavior

Customer Participation For Case Studies

Posted by lathans on 7/12/2011 at 5:23 PM ET 250 Points
I work for a very reputable reseller who has a very diverse client base (mostly US) in a variety of industries. Sales and Implementation teams will regularly publish internal communications about the company, pain point, solution, and team. Marketing likes to take those and create Case Studies IF the client is willing, can specifically talk about ROI, and signs a consent to publicize. It's a very structured process.

My question is this: what's a good push back to the client that is really happy with our company, really happy with the solution, but reluctant to do a Case Study because they are afraid to share that info? They consider their solution a competitive advantage. How do I position that it's really what THEY do with the system, not what the system can do for them, or some other golden nugget of truth?
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RESPONSES

  • Posted by mvaede on 7/12/2011 at 5:46 PM Accepted
    Is the customer is afraid o loosing some of their "trade secrets" by publishing ?
    Maybe publish without specifying which company is using your product, but highlighting the sector of activity.

    The customer could use your communication for internal promotion, as a way of motivating their teams on an exclusive basis for 3-4 months, then they certainly feel comfortable with the info and probably less reluctant to let you publish it.

    Are some of these customers interested in monetizing on your communication ? if so, maybe a discount or additional marketing would be an argument or enhanced partnership.
    Maybe have them write your copy, this way they might feel more comfortable (but your structured company might not)

    Mikael
    B2B Marketing
  • Posted by peg on 7/12/2011 at 7:09 PM Accepted
    In this economy, your customers are going to do only what’s in their best interests. Yet you’re wanting them to do something that isn’t in their interests. So instead of trying to change their minds, consider changing yours. Adjust your “ask” to something that benefits your clients.

    Some ideas:

    1. Focus your search on the client companies that need positive publicity, particularly those that reported the relevant weakness in a prior year’s annual report.

    2. Pursue companies in emerging industries, with leaders who are more accustomed to telling stories of overcoming failure in public. Show them how your case study can expose them to big-league business media or the venture capital market.

    3. Bring up the possibility of a case study at the point of sale. Your salespeople will discover who is reluctant and who is a good candidate from the outset.

    4. When a case study is not possible, remember to get a great testimonial from “really, really happy” clients. “Highly recommended” from a leading company is enough to get your phone to ring.

    5. Change your metrics. Instead of asking for dollars, ask for percentages. Instead of asking for ROI, ask for hours saved, delivery channel efficiencies, improved speed of receivables, percent of upgrades sold, obstacles removed, opportunities seized, etc. Ask, “What percent of your original ROI goal was achieved?” This way, the client can respond with a positive “115%” while not disclosing the base goal number.

    These metrics are enough to get potential new customers’ interest without putting your good customers in a bad position.

    Thanks for the question and for visiting Marketing Profs’ forum.
  • Posted by lathans on 7/13/2011 at 8:45 AM Author
    Peg:
    Agreed, and we do measure ROI in terms of % changes, productivity levels, man hours saved, etc. We usually try to do video of happy clients in lieu of a written testimonial.
    Mikael:
    To clarify, the client thinks that the mere mention of the solution they used will have their competition wanting it too, and thus losing their edge. So in that case, we do try to move forward with a blind case study. It's much more powerful a sales tool when I can use the company name, especially in a smaller metro situation.
  • Posted by Jay Hamilton-Roth on 7/13/2011 at 9:22 PM Accepted
    What's the benefit to the client for participating in your case study? Focus on the benefit to their business, not yours.
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