Customer Stories

Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. More than 75% of B2B buyers in the evaluation stage of the decision-making process reported that case studies carry more influence than any other type of content, making them well worth a line item in your content marketing budget.

With a community filled with customer champions, case studies are an invaluable asset for xMatters, the leading service reliability platform.

Here's what customers are saying about service reliability with xMatters.

MY ROLE

Creating an effective case study involves multiple departments. As one of the content leads, I collaborated closely with marketing peers and members of customer success to interview the selected candidates for their stories. Asking the right questions was critical to surface valuable details and insights, and to make the content as authentic as it can be.

With the necessary information on hand, I wrote, edited, and published the case studies, keeping in mind the key points and weaving them into a compelling narrative. My focus was to ensure the content was credible, genuine, and clear that our product was the best in the market.

KEY TAKEAWAYS

Start with the customer's mission. While you want to prove that your company's solution is what solves the customer's pain points, the bigger focus needs to be on how the solution fits with the customer's mission. Focusing on the customer and their story is the key ingredient to creating an authentic case study that can inspire prospects.
Share customer stories with current customers. As useful as case studies are for attracting leads, it can also be helpful for current customers who might benefit from learning new use cases and leverage the solution even more.
Keep content that didn't make it into the case study. Trying to fit everything into a cohesive case study isn't helpful, but don’t dismiss all that extra content altogether. Find more ways to extract value beyond the written testimonial, like using it as a social promotion or in company newsletters.