One type of content that can get many leads from human resources managers and managers is implementation examples. (
Thorough explanation of effective content for acquiring leads for HR managers and managers!
).
Approximately 50% of “HR Pro” members have 500 or more employees, so we receive many inquiries about implementation examples from major companies.
Continuing from
the research report
, this time we will introduce the benefits of implementation examples and how to make them in an easy-to-understand manner even for first-time users.
Advantages of case studies
Case studies play an important role in BtoB purchasing behavior.
For example, in BtoC, “search,” “comparison,” and “sharing” are purchasing behaviors, but in BtoB, there are “search” and “comparison,” but there is no “sharing.”
“Sharing” literally means word of mouth and social networking services, and companies rarely communicate about the systems and solutions they have adopted and their effects, as they are concerned about the impact on competitors and stakeholders.
What fills that “shared” space is an implementation example.
Companies and their personnel who are considering the introduction of systems and solutions may understand the specifications and prices, but it is difficult to visualize the effects after implementation. It will be easier to imagine success later.
Also, if the example is a major or leading company in the industry, you can expect a halo effect that gives the impression that the product or service itself is superior.
Case studies can also be used to acquire new leads, discover and nurture prospective customers, and improve engagement and closing of prospective customers.
In addition, it shows that your company has a good relationship with purchasing companies, and at the same time increases your company’s credibility and recognition, allowing them to recognize the value of your company’s products and services. By being able to prove that you are helping others, you can increase your company’s credibility and recognition.
How to create an introduction example
① Selection of case companies
The selection of case studies to be featured is the most important, and will have an impact on subsequent sales.
I think the most suitable companies will come up depending on what kind of companies you are targeting.
For example, candidates can be companies that the target account benchmarks, or companies of the same size and industry as the target company.
The closer the issues faced by the company introduced in the case study are to the current issues faced by the prospective customer, the more powerful the content will be to gain empathy and understanding.
②Request/approval to the case company
When candidate companies come up, we will interview them.
We will contact you approximately one to two months before the potential interview date. Depending on the company, you may need to obtain approval from the public relations or information systems department, so it is important to allow enough time.
I believe that it is common for us to provide you with an overview via email or phone, and after receiving your verbal consent, to send you a formal request form.
If you write down the questions you expect to be asked regarding the content of the interview on the request form, the interview will go much more smoothly on the day.
We have prepared a template for the interview request form, so please feel free to use it. here
③On the day of the interview
Before the interview, discuss with the interviewer in advance what kind of stories you would like them to bring out, such as issues, effects, and hardships.
Additionally, although the interview request form may include some anticipated questions, we will create an environment in which interviewees can speak freely by letting them know that they can delete non-disclosure information during the proofreading and proofreading stages.
Even if you are not able to include it in the introduction case study, you may receive frank opinions about our services, so please take full advantage of this valuable opportunity.
④ From creation to submission
After the interview, we will ask for materials to be included in the company case study, such as the company logo and the interviewee’s background.
We also proofread and proofread manuscripts submitted by writers in-house. At this time, make sure that the content is something that your target potential customers can relate to and understand when they become readers.
After proofreading and proofreading, we will contact the reporting company for confirmation. Once the manuscript has been proofread, we will complete it by documenting it as a white paper along with the photos and materials from the interview.
Applications and other benefits of implementation examples
Once the implementation case study is complete, it can be posted on your company’s website or downloaded media, and can be used not only to acquire new leads, but also as sales materials for closing deals with companies you are considering.
In addition to marketing, there are various benefits such as strengthening relationships with case companies, increasing the motivation of sales staff, providing a point of contact with decision-makers who are difficult to approach, and being able to receive frank opinions about your company.
◆Summary
◆Introduction examples play an important role in BtoB purchasing behavior, such as by giving consideration companies an image of success after implementation.
◆The closer the issues faced by the case company are to the current issues faced by the prospective customer, the more powerful the content will be in gaining empathy and understanding.
◆In addition to marketing, implementation examples have various benefits such as building relationships with case companies and increasing sales motivation.