“How can I get my clients to participate in a Case Study?”
This is a question a lot of founders, CEOs, and marketers ask themselves from time to time.
Each month, we complete and get written approvals on 20+ B2B Case Studies, so we’ve learned a few things about the process of getting this kind of content approved.
Here are the factors that influence your likelihood of getting a Case Study done, as well as some practical tips for improving your odds.
#1 – How much value you bring 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 on-boardng process that equal success.
#2 – Relationship with your people
Participating in a Case Study takes effort from your client, usually with little reward. Sometimes they even have to convince their internal legal and marketing teams to allow it. Whether they are willing to do this often depends on their relationship with the people at your company. They have to really want to help you out, and often it is personal.
Tip: Celebrate completed Case Studies for what they are: a big win for the customer success person that manages that relationship. Bonus: Compensate them for each one.
#3 – Size of the client’s company
Generally, the larger the company, the harder it’s going to be to get approval. Larger companies are much more likely to have a formal review process when their company name and logo is used, and this is where Case Studies often get held up.
Tip: Explain to clients that they’ll get a chance to review the content before it’s approved or published, and define exactly where you’ll use the content. Finally, be willing to create an anonymous version if you can’t ultimately get the approval.
#4 – Clarity of your process
Your client 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, they’ll be more likely to opt out.
Tip: Make it clear you have a tight process that will take a set amount of their time. Explain if/when/how they will review it, and any expectations on where it will be used.