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Recurring Revenue Authors: Zakia Bouachraoui, Elizabeth White, Yeshim Deniz, Pat Romanski, Xenia von Wedel

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THIS is How to Organize Case Studies Online

In sales and marketing, it’s the ultimate question. How do you get the right information in front of a prospect at the right time?

It’s especially tricky now that customers self-direct their learning online.

As you grow your stable of customer case studies and success stories, organize them so that a prospect can find exactly the type of story of interest to him.

That usually means sorting – and enabling search of – your stories by industry, type of solution, product and maybe geographic location.

Here are a couple of examples.

Major software company SAS organizes its customer successes by industry, solution, technology, country, alphabetically, and with a "Search All" capability. If they have a particular case study, the searcher will find it with this thorough approach.

 

Oracle organizes theirs in a similar way, by applications, technology, services, industry and alphabetical.

 

Both companies also feature a few of their best stories on the search page for quicker access.

Such a search function may be too much for organizations with a handful of case studies. If so, create a list of your stories by headline and include a few descriptive words about industry, product, type of solution, location or anything else relevant to your audience.

Put yourself in the searcher’s chair and make it as easy as possible.

Have you seen any great examples of how companies organize their stories online?

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More Stories By Casey Hibbard

Casey Hibbard is the founder and president of Compelling Cases, Inc. and author of "Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset." She has helped dozens of companies create and manage nearly 500 customer case studies and success stories over the past decade. Casey is featured in numerous books, articles, and teleclasses. She consults with organizations one-on-one and conducts online customer-story classes.

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