The Advocacy Channel Ep. 19: How to Do Case Studies Right: Common Pitfalls to Avoid and the Content Gaps They Can Cover
Are you looking to develop effective case studies to showcase your product's value and drive conversions? You're in the right place! For Episode 19 of The Advocacy Channel, we had the pleasure of speaking with Joel Klettke, a renowned case study specialist and founder of Case Study Buddy. Joel shared his expertise on case study development, revealing how to create compelling case studies that resonate with prospects and customers alike.
In our conversation with Joel, we covered essential topics related to creating effective case studies for growth, including:
- Identifying the right customers for your case studies
- Crafting a story that resonates with your target audience
- Implementing a smooth and efficient case study development process
Check out the full episode below, or keep reading for our favorite pieces of advice from the episode.
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What is Case Study Buddy and how did Joel get started in customer marketing?
(Listen from 00:45)
Joel founded Case Study Buddy after recognizing the need for a dedicated service to help businesses create high-quality case studies. With his extensive experience in customer marketing and case study development, Joel has built a methodology that focuses on identifying and addressing the common pitfalls and coverage gaps in case studies.
What are the common pitfalls and coverage gaps in case studies?
(Listen from 07:54)
Some of the most common pitfalls in case studies include internal misalignment, lack of client buy-in, and poor deployment strategies. To avoid these pitfalls, Joel recommends establishing a clear SOP (Standard Operating Procedure) for case study development and ensuring that all teams are aligned and committed to the process.
When it comes to coverage gaps, many businesses focus on getting impressive logos and fail to dig deeper into the customer's story. Joel emphasizes the importance of evaluating coverage gaps regularly and shifting from relying on "happy accidents" to creating a more intentional and strategic approach.
How to identify the right customers for your case studies?
(Listen from 18:22)
Drawing from the insights shared by Joel, a case study expert, we delve into effective strategies for identifying and approaching the right customers for your case studies.
Joel emphasizes understanding your customers' needs and tailoring the case study to provide value to them. He suggests starting conversations by asking questions that help understand their struggles and how a case study could be beneficial. He says, "You want to build something for you...so that I can come back to you with something that makes your life easier." (18:52)
The actual request for participation in the case study should ideally come from a familiar or authoritative figure. The request should be personalized and specific, explaining why that customer has been chosen and what parts of their story you're hoping to discuss.
Joel also highlights the importance of transparency about the process and involvement required. He suggests creating a template to approach customers, which includes consistent expectations, processes, and potential benefits for the customer.
Lastly, Joel mentions the role of incentives, suggesting that they should ideally be framed as mutual benefits. By adopting these strategies, you can create compelling case studies that provide value to both your business and your customers.
How can businesses streamline the case study development process?
(Listen from 31:37)
Joel advises businesses to establish a clear process for conducting interviews, gathering information, and writing case studies. This helps ensure a smooth, efficient workflow and allows for consistent creation of high-quality content.
"Case studies are a team sport, and internal misalignment will kill more case studies than client buy-in. Define what a win looks like, and bring the team in to shape the process."
What are the key takeaways for creating compelling case studies?
(Listen from 44:05)
To create effective case studies that drive customer success and conversions, businesses should:
- Find the perfect subject by looking for customers who have experienced a significant transformation, overcome challenges, or achieved impressive results using the product.
- Craft a powerful narrative that goes beyond presenting data and results, telling a story that resonates with the audience and demonstrates how the product can help solve their problems and achieve their goals.
Streamline the case study development process by establishing a clear process for interviews, information gathering, and writing.
Listen to the full podcast episode with Joel Klettke for more valuable insights and actionable tips on creating compelling case studies. And remember to subscribe to The Advocacy Channel for more episodes on customer advocacy, marketing, and growth strategies.
Happy case study writing!
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