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Lisa Shepherd

• What has been the measurable impact on your business
from deploying this solution? (Focus on quantifiable
results—$, %, #.)

• Have there been any “soft” benefits from the solution?

Make sure to capture the customer’s verbatim comments during
the interview so they can be turned into quotes and testimonials
in the case study (and elsewhere). Once you’ve completed a
draft, have the customer review and sign off on it.

If your client is unable to provide authorization to use their name,
you can do a case that describes their industry, geography,
and position in the market. It’s not as credible without the client
name, but it’s better than no case study at all. Sometimes it
is difficult or impossible for clients to sign off on case studies;
larger corporations have policies that often constrain this.

Once you have a portfolio of case studies, begin integrating
them into your marketing program. Feature them on your
website, turn them into industry presentations or webinars,
do PR around them, and use them throughout the business
development process.

METRICS
# of case studies developed
# of views/downloads per case study (on website)

104

© 2012 Lisa Shepherd