Like testimonials, case studies need to be communicated to people who can buy from us.
And like testimonials, case studies should be targeted to peers of the people being profiled. You can categorize your case studies by job title, industry or vertical, and company size, for example. Choose the categories that make sense to you.
And like testimonials, they can be communicated by your management, salespeople, and customer service people one-on-one to customers and prospects; and they can be delivered to groups of people via company-to-many marketing.
Here are some ways you can communicate these powerful descriptions of your great value.
The most effective way to deliver your testimonials is by private email, directly to a customer or prospect. Here's what it should look like:
I noticed we're working with a company similar to yours. Attached, please find a case study that details the great value the customer has experienced. I'm certain we can deliver the same value to your organization. In fact, I think you use the products this customer purchased from us—only you don't buy them from us. Can we connect briefly about this on Monday morning or Wednesday afternoon? What's better for you?
Total time invested: about 45 seconds.
This is the same idea, but slightly less personal and a far wider reach.