High Road Communications

Our clients’ customers bring technology stories to life. Because they use the client’s product or service, they offer the kind of credibility reporters seek. However, many technology companies struggle with getting their customers to talk.

In some cases a customer’s corporate policy won’t allow it. But in others, customers stay away from sharing their experiences because they don’t know what to expect, or assume that it will require too much of their time. That’s why it is important for PR to talk to the marketing team and help them educate the sales representatives and account managers who deal with the customers every day, and who are closest to them. If the sales team understands how PR can help to get the customer stories out, they will have an easier time discussing it with their customers.

A well-managed program can help convince reluctant (but happy) customers to talk about their experiences. Not every customer wants to get engaged in the same way. The sales team needs to know that there are different options to choose from, for example:

• case study
• press release
• media opportunities
• advertising
• testimonial quotes for the website

To avoid any confusion, the sales team should also clearly understand what makes a good case study from a PR/marketing perspective.

For example, it is important to manage input/output expectations for case studies. Some people think that the writer should simply “spin” or “fluff up” a mediocre success study into a great one. While it is true that a writer can steer a story by emphasizing or de-emphasizing certain aspects, they will still need a solid, fact-based foundation to work with. If the results aren’t there, don’t do a case study.

Timing is important, too. It usually takes a little bit of time until a customer can realize or quantify the value they have gotten out of the new product or service, and thus be in a position to speak about those benefits with authority. To get a good story with great results, it is best to not start a case study too early.

The sales team can also explain to customers that, in most cases, the process requires only a small time commitment, and that the PR team will do most of the legwork.

By outlining the expectations and the process to your clients’ sales teams, they will know how to address and take care of any uncertainties their customers may have before handing it over to the marketing team or the agency.

Posted by Michael MacMillan and Martin Hofmann