“How can I get my clients to approve and participate in Case Studies?”
This is a question a lot of founders, CEOs, and marketers ask themselves from time to time.
We at SuccessKit obtain written approvals for more than 20 B2B Case Studies every month, so we’ve learned a few things about the process of getting this kind of content approved.
If you want your clients to approve and participate in Case Studies, you need to ensure that you’ve already maximized the likelihood they will say yes.
The following factors all influence your likelihood of getting a Case Study done:
- The value you provide to the client
- Your client’s relationship with your employees
- The size of the client’s company
- The clarity of your Case Study creation process
Read on to understand how to navigate those factors in your favor and improve the odds that your clients will agree to be Case Study subjects.
Bring real value to the client
The happier and more successful your clients are, the more interested they’ll be in sharing their stories about working with you.
Tip: Make sure you and your client know exactly what success looks like for the relationship. If you can, discuss specific metrics in the sales and onboarding process that equal success.
Foster positive relationships between your clients and your employees
Participating in a Case Study takes effort from your clients, usually with little reward. Some clients even have to convince their internal legal and marketing teams to allow it. Whether clients are willing to do this often depends on the relationship they have with the people at your company. They have to really want to help you out, and often it is personal.
Tip: If a client with a positive relationship with your team agrees to participate in a Case Study, be sure to acknowledge the Case Study for what it really is: a big win for the customer success person that manages that relationship. As a bonus, compensate each customer success person for every completed Case Study to show you recognize their hard work and encourage more positive client relations in the future.
Focus on smaller companies for your Case Study
Generally, smaller companies are more likely to agree to participate in Case Studies. Larger companies are much more likely to have a formal review process when their company name and logo are used, and this is where Case Studies often get held up.
Tip: Select a smaller company to be your Case Study subject, especially if it’s your first Case Study. However, whether the company is large or small, you’re more likely to get approval if you define exactly where you’ll use the content and explain that the client will get a chance to review the content before it’s approved or published. Finally, be willing to create an anonymous version if you can’t ultimately get the approval.
Be transparent about your Case Study process
Your clients will ask you, “What will be involved for me?”
If the answer is vague and it sounds like it could be weeks’ worth of an unknown amount of back-and-forth conversations and a few phone calls, clients will be more likely to opt out.
Tip: Make it clear you have a tight Case Study process that will take a set amount of their time. Explain to your clients if/when/how they will review the Case Study and any expectations on where it will be used.
Click here to learn more about our own Case Study creation process here at SuccessKit.