You have an awesome product or solution, and your customers really like how your company helps theirs do things better. The problem is, they can’t give you an endorsement via a case study or press release. Or they promise to but drag their feet on the execution. Meanwhile, telling their success story to other companies would really help you make your business case seem that much stronger. Big problem, right?
There’s nothing quite like a big brand name (or a series of smaller ones) giving you a resounding endorsement for your product or solution. Who wouldn’t want a customer telling the world how your product or service created a cost savings or made them more efficient? But the reality is many companies can’t act as a reference for a number of reasons. Their legal team may block all such requests, it may be a company policy (if we do it for them, we have to do it for all partners), or they may be using your product to do something proprietary that may impact their competitive stance. Whatever the reason, it’s disappointing not to be able to publicly tout their success.
However, that doesn’t mean you can’t get some mileage out of their use case, especially if it has created great results for the company. Case studies are proof to potential customers that your solutions do what they say they do. So-called blind case studies (or blind use cases)—where the company name and any proprietary use is not revealed—can actually be quite useful in terms of showing the world why people choose your products and solutions.
Why are blind use cases better than no case studies? Because people love a good story, especially one they can relate to specifically. Your marketing materials likely talk a lot about feeds and speeds, reach, availability, reliability and so on, but it is how your product solved a specific problem that customers can relate to.
Yes, it’s true, when you can’t name the customer, a case study loses a little of its luster. But honestly, just a little bit. Making a blind use case work is all about the story you tell. Here are some tips to get you started:
It’s OK to start slow. Make fair claims and tell a compelling story. Test the waters and see if customers respond to your initial blind case study efforts before jumping in with both feet.
Want more details on how to get a case study program started? Read Calysto’s White Paper How to Create a Killer Study.Tags: case study
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