Find your target for successful case studies

Our friend Casey Hibbard of Compelling Cases, Inc. recently wrote a nice post on preparing successful case studies. She talked about the six most important points to consider in capturing the attention of your target audience. Her last point about making the format appropriate for the audience got me thinking about how even the same person might have different needs for format and presentation depending on where they are in the sales cycle. Early on, prospects tend to want something that helps them understand the benefits and have confidence in the credibility of the vendor. Later in the sales cycle, prospects need more details and stories should focus on dispelling perceived buying risks. What’s the best approach? As Casey suggests, it depends who you are trying to reach and when. Check out her post here.