Creative Intelligence from McLellan Creative

Driving Sales with Case Studies

April, 2008

For Technology Marketing Professionals
Case studies are the ideal vehicle for driving home the real-world benefits of dynamic technology solutions. A compelling case study attracts new prospects, builds your brand and shortens sales cycles. Keep reading to learn how to create better case studies and reinvigorate your case study program.

2008 Content Trends: Case Studies
A Knowledgestorm survey on "Connecting Through Content" reports that 85% of technology buyers read three or more pieces of content -- especially case studies -- before they make a buying decision. Important factors in technology content include quality of information (84%) and quality of writing (74%).

21st Century Technology Marketing: "Raw Case Studies"
The Dean of the Yale School of Management pushes the "raw case study," as a way to attract prospects. It's not the neat 20-page format dictated by the Harvard Business School, but a powerfully integrated multimedia format including links to articles, interviews, videos . . .

Case Study Programs: Accelerating the Sales Cycle
Well-written case studies weave a company's products, benefits and solutions into a compelling narrative. They educate through targeted examples, build brand identity with third party success stories and provide prospects with content specifically targeting stages in the buying cycle. A successful case study program combines quality information and quality writing that is:

Educational: describing brand/company/technology with living examples
Long-lasting: multiple uses for articles, PR and on corporate website
Cost-effective: published on web sites and distributed in emails

Allscripts, a leading provider of clinical software, connectivity and information solutions for healthcare organizations, uses a program of case studies to provide examples of their solutions at work. "Case studies are invaluable to our organization," says Tammy Harriss, Director of Marketing for Allscripts' Hospital Solutions Group. "McLellan Creative has been instrumental in giving us the powerful client stories that key decision makers want to hear."

See an Allscripts case study

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Best Practices: Creating a Successful Case Study Program
A successful Case Study Program supports marketing departments by building brand identity through a series of customer success stories and moving prospects through the sales cycle.

Contact McLellan Creative to learn more

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