Client success reports: the ultimate social proof
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If you’re feeling overwhelmed about choosing which types of marketing content to create, you aren’t alone. Not long ago, updating a blog on your website was all you really needed in terms of a content strategy. Now, companies are creating their own podcasts, building interactive customer experiences, and using AI and other innovative technologies to jump start the next era of content marketing.
But the truth is, many of the tried-and-true content formats are still effective. You can count on prospects to keep consuming your written content, if it’s worth their while. Blog posts, whitepapers, infographics—all these types of content are still useful and affordable.
One of the most effective content formats is the client success report, sometimes referred to as a “case study,” “customer story,” or “client success story.”
According to one study by Gartner, 70% of B2B buyers agree that customer stories and case studies are the best way providers can differentiate themselves and communicate their value propositions. If you’re still relying on product and service documents for your sales conversations, it may be time to add some more authenticity to the mix.
Here’s what you need to know about creating client success reports.
The Elements of a Client Success Report
Businesses use a few different processes to write these types of reports. Some will hire a content writer to write the report themselves, then submit the report to the client for approval before publishing it.
We’ve found that one of the best ways to build a strong client success report is to conduct an interview with the client themselves. This way, you can get a full set of qualifying information, testimonials, and quotations from your client in addition to data and quantifiable information.
With your client’s permission, you can even use these quotes for other content initiatives. They’re perfect to add in relevant blog posts and white papers.
A client success report is typically told as a story. One way or another, the elements of a client success report include the following:
Introduction of client
Explanation of client challenges
Introduction to your business
Identification of solutions to client challenges
Explanation of the process for implementing solutions
Client results, including data
It’s important to focus as much as possible on the client, not yourself. You may notice that these elements are arranged in such a way that they read like a story. You have a protagonist (the client), a conflict (the client’s challenges), a resolution to that conflict (the solutions), and an ending (the results).
Some businesses fully embrace the storytelling element and use narrative tools like setting, characters, and imagery. Of course, you can also stick to a reporting structure and focus on the results.
We recommend using design elements in your client success report the same way you might use them in a white paper or full report. Not only will this give it more impact, but you’ll also create a valuable asset that can be used across multiple channels.
How to Use Client Success Reports
In the same way that consumers look up product reviews and testimonials before they buy products, B2B buyers want to see evidence that your company can deliver success. They also want to know that you understand their business challenges. If you serve specific industries, you need to offer proof that you have expertise in those industries.
A client success report is one of the best ways to accomplish all these goals, but they don’t always fit every context.
For example, your customers may have a long buying cycle. They may not be ready for your success story if all they’ve done is read a blog post on your website after finding it in search results. After all, they’re probably just looking around online for helpful information.
But client success reports and case studies are the perfect tools for sales conversations. They’re particularly useful if you need concrete evidence to show your prospects.
In fact, according to Demand Gen Report’s 2017 Content Preferences Survey, B2B buyers refer to case studies more than any other type of content when making their purchasing decisions.
(Source: Orbit Media Studios)
78% of B2B buyers use case studies in their decision-making process. White papers and webinars are also popular.
That said, plenty of businesses use their client success reports and case studies on social media, in their email newsletters, and on their websites. You can even create a page dedicated to them as a form of social proof.
Reach an analyst today to learn more about client success reports and learn about our services.
