A tested interview process is central to the success of your customer case study. Interviews have the power to make your case study clear, complete and relevant in the eyes of your prospects.
We keep our interviews short and to the point. No interview will last longer than an hour. Some are simple five-minute phone conversations. We don't waste anybody's valuable time and we won't interview anybody without your approval.
How many interviews will we need for your case study? It depends. Sometimes one or two internal contacts can provide everything we need to know about your goals, your solutions and the customer(s). At least one customer interview is always necessary.
Below are some of the people we might interview for your case study project.
Someone in the Marketing Department familiar with your firm’s marketing goals and goals for the case study. Usually the CMO or a Marketing Director.
In most cases, someone in the Marketing Department is our sponsor. We usually arrange a kickoff call at the start of the project to tie up loose ends and confirm that we have everything we need. The Marketing Department clues us in on the company’s messaging and marketing goals, which helps us develop a case study that matches their voice and meets their objectives.
5–20 minutes. Since we’re in regular contact with our Marketing sponsor, the interview is unlikely to take up much time.
The Account Manager or Account Rep closest to your featured customer.
Speaking to the Account Rep helps us prepare precise questions for the customer interview. Since Account Managers have an existing relationship with the customer, nobody else is better positioned to relay the customer's experience with your product or service.
Any member of the Sales Department who sells the product or service that's featured in the case study.
Salespeople know what your prospects care about. A brief chat with Sales will go a long way towards making your case study more engaging.
Optional, but preferred
The person most familiar with your product or service. Usually a product manager.
To persuade your prospects, we have to know your product or service. Product demos and slide presentations are particularly effective ways for us to quickly pick up your offerings. Or, we simply interview the person most familiar with the product or service after we study your marketing materials.
However long it takes to give a demo and ask questions about the product. Usually less than thirty minutes.
Channel Partners/Resellers: VARs, MSPs, consultants, SIs, affiliates, OEMs, distributors, etc.
If you’re a partner or reseller and hire us, we'll interview you, your customers and the vendor (at your discretion) to get your case study made.
5–20 minutes. Since we’re in regular contact with our sponsor, the interview is unlikely to take up much time.
Required if you have hired us and you’re the channel partner. Otherwise unnecessary.
The happy customer who made the purchasing decision.
The customer who made the purchasing decision has insight that the daily user of your product or service may not possess. The purchaser knows what led them to seek a solution and why they chose your offering over the competition. Like Happy Customer Two (see below), this customer is a source of valuable quotes that make your case study compelling.
The happy customer who uses your product or service
The customer who uses your solution day in, day out will be able to relay in first-person terms how the solution benefits them directly. They often know details about your product or service that the purchaser does not—so they’re another vital quote source. (Sometimes, Happy Customer One and Happy Customer Two are the same person, in which case we’ll only need to do one customer interview for the case study.)