How to attract new business with accomplishment-based marketing content - Case Studies

Attract more prospects and close more business

Compelling Case Studies

©2011-2012 :: HUNTER BUSINESS DEVELOPMENT, LP | HUNTERBIZDEV.COM

Agenda

The Environment

Need for Solution Based Content

How to Create Powerful Case

Studies


It’s never been tougher to attract prospects

Corporate marketing execs burning the candle at

both ends

Dodging more firms than you can imagine

Defense shields are up

Environment


Drivers that shape their world…

Pressure to deliver

Increased accountability

Doing more with less

Keeping up with change

Firms don’t understand their goals

Firms underperform

Being stalked by firms


…and influence attitudeattitude and behaviorbehavior

Impatient

Abrupt

Demanding

Cynical

Risk-averseRisk-averse


Buyers of professional services firms were asked what they want & what they want to

avoid

The Need


What gets you noticed?

1. Relevant Solutions & Solutions &

AccomplishmentsAccomplishments

2. Relevant Knowledge & InsightsKnowledge & Insights


Nothing communicates value and builds trustbetter than relevant success

Compelling Case StudiesCase Studies


Case studies continue to rate high in effectiveness among BtoB Marketers


You can’t attract and move prospects

without good stories…

Storytelling


And you can’t tell a good storywithout a good script…


1. Who is the client?

2. What is their business problem?

3. What is their objective(s)?

4. What are the key insights?

5. Are there significant obstacles?

6. What is your strategy?

7. What are the results?

8. What is a strong results based headline?

Compelling case studiescase studies answer 88 questions

How to


Framework for creating powerful case studies

Top it with a strong results based

“Headline”“Headline”


The better each story is l-i-n-k-e-dl-i-n-k-e-d

The

stronger

it will be


Be objective

Be concise

Substance trumps style

Make it quickly & easily digestible

Create a template to accelerate the

process

Create versions for various uses and

stages

Make case study development a regular

part of your process – while the

information is fresh

Be objective

Be concise

Substance trumps style

Make it quickly & easily digestible

Create a template to accelerate the

process

Create versions for various uses and

stages

Make case study development a regular

part of your process – while the

information is fresh

Case Study Creation Guidelines


How manyHow many case studies do you need?The more, the merrierThe more, the merrier, so long as the problem each solves and/or the client that you solved it for are relevant to the market(s) that you’re trying to attract.

Build a strong arsenal to fuel business Build a strong arsenal to fuel business developmentdevelopmentDepth BreadthIf you’ve solved the same problem multiple times, let the world know it. After all, would you rather hire the surgeon who’s done your procedure once or the one who’s done it 100 times?

Since clients face many problems, there is power in being able to showcase an ability to solve a variety of problems, so long as they are relevant.


Would you like a worksheet that will make it quicker and easier

to write powerful case studies or help getting it done? Drop me

a note:

[email protected]

For more information contact:

Larry Melnick, PrincipalHunter Business Development, LP770.645.9845Email: [email protected]: www.hunterbizdev.com

About Hunter Business Development: Hunter Business Development provides the frontline insights, tools

and

resources that help professional services firms open doors to the right

new

clients. Founded in 2001, Hunter helps firms in a variety of ways including

go-to-

market strategies, lead generation execution, coaching, training and client

retention

strategies. The fact that much of our time is spent actually engaging prospects

on

behalf of clients provides Hunter with invaluable frontline insights for what works

and

what doesn’t when it comes to attracting new clients. Learn more

Learn more about Larry Melnick the founder and principal of

Hunter Business Development.

How to attract new business with accomplishment-based marketing content - Case Studies

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