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Hi everyone - I am wondering if anyone has best practices or examples on how they measure case studies/success stories utilization in deals or measuring their impact on deals? Thanks in advance!
Are you using salesforce only? or do you have a sales enablement tool like highspot or seismic?
Some ways we've seen:
- Influenced MRR/ARR. Companies use their CRM to look at how many journeys included case studies vs. those that don't, how long those journeys are, etc.
- Anecdotal, but bencmarking w/sales. Capturing before/after confidence levels in closing when case studies are/are not present or do/do not exist for certain coverage gaps/objections/competitors. Same goes for sales cycle length.
- Campaigns enabled. How many new campaigns/subcampaigns are the stories leveraged in/launched? How are they performing?
- Depending on where you deploy, also see measured... • Positive response rates to cold outreach benchmarked against those not leveraging • Clickthrus/engagement on remarketing campaigns vs. traditional landing pages, etc. • Effectiveness in ad campaigns (social, organic - CTR, conversion, etc.) • Upsells/cross-sells influenced by case studies in nurture campaigns, etc.
Following! @Rachel Ward we are using highspot. any tips?
Hi @Rachel Ward - yes we recently started using highspot and would like to start leveraging the tool for this purpose.
Hi @Joel Klettke - thank you for the insights! We’ve used the clickthrus/traditional landing pages in the past so these additional ways to measure are super helpful.
Cheers! On a constant journey to learn more so appreciate you raising this.