None of the following advice applies to B2Cs: Emails are an excellent source of leads, but the data needs to be mined correctly. Most marketers only look at click thrus—the people that clicked on a link in the email. While this is an indication of interest, it’s not the only one. Experience has shown me that the best email leads require a little digging. Instead of just looking at the click thru rate, look at multiple opens. Not all CRM platforms will generate that data. I recommend Constant Contact for my clients for a number of reasons, but mainly because the results report will show, not just the number of times that a recipient opened an email, but more importantly the time and day th
Stick with one product/service and one success per case study. Don’t make any unsupported claims. You must prove everything you say. Using the subheads suggested above, include the following information: About the Client [if !supportLists]· [endif]What business is the company in? [if !supportLists]· [endif]Specifically, what does it produce? [if !supportLists]· [endif]How is it structured? [if !supportLists]· [endif]Where is it located? [if !supportLists]· [endif]How long has it been in business? [if !supportLists]· [endif]How many employees? [if !supportLists]· [endif]How long has it been a client? [if !supportLists]· [endif]What’s the current state
Many companies rely on salespeople to contact and interview clients for case studies. This almost never works for a number of reasons, which include: [if !supportLists]· [endif]Salespeople resent the extra responsibility [if !supportLists]· [endif]Salespeople worry about jeopardizing their relationships with clients [if !supportLists]· [endif]Most salespeople are uncomfortable interviewing clients [if !supportLists]· [endif]Most salespeople don’t enjoy writing Since portions of the case study will be about the salesperson, you’re basically asking the salesperson to interview the client about his own performance – very uncomfortable. No one likes doing something that they
