#7-case-studies-stories
Thread
Hi CMAers!
> TLDR; How do you “sell” case studies?
Questions:
- what are the benefits you promote that help you get all the case studies? a. OR do you promote different benefits based on the advocate? If so, what does that look like?
- do you have any case study campaigns setup? a. if so, what channels? b. and what are the trigger for the campaign to kick off?
- Is anyone doing account based targeting for advocacy case studies/what is your approach?
Hey girl hey, I joined at your recommendation! Love this question! For our case studies, all of our customers are nonprofits so we offer a donation to their organization for their participation. We previously gave the choice of a gift card or donation, but found very few were selecting gift cards.
I'm super excited in 2026 to build out a more stringent advocacy "journey." Our team is already building a customer journey through onboarding, adoption, expansion, so we are going to figure out how to slot requests/campaigns for my advocacy actions within there:
1. Reviews (can complete early, low barrier of entry)
2. Reference (sign up for our program to speak with potential customers as needed)
3. Referral (they receive a $250 donation or 10% of the referred org's contract)
4. Customer Story (the best of the best, super healthy happy customers)
a. written is easier since we can do a Zoom interview
b. videos are the gold standard but more expensive, so we love to get the most enthusiastic and/or heartwarming B-roll (kids, animals, seniors) on video when we can.
What an amazing idea to donate to their org! We did something more charity based this year for the holidays where customers could choose a location to donate a tree but if they preferred they could get a Visa card instead and most did the Visa card. I love learning how things different for programs in different industries!
So true, I love seeing the metrics on what people opt for! Our gift for references this year has been a swag gift, but we are switching gifting platforms to enable better options for them to choose from swag, a gift card, or a charity donation (to select orgs so theirs may or may not be on the list). I can't wait to see what the results are for those options.
What are you switching to? We have postal right now and are about to launch a swag store but since anyone can shop on the store we did it branded overall instead of to our program