I have seen quite a few "case writing strategies", most of which "modify" the information given by sales and technical teams in terms of text and form, without fundamentally solving the problem. I recently read the official website of salesforce, and suddenly I am enlightened. The protagonist of the case becomes the customer, and it is much easier to write about the customer application scenario at once. How to write a good B2B customer case? This is the Banner diagram, the words are "what customer brings to his customers" , and the protagonist is customer", such as Embry Fang here. Compared with the traditional IT company's model of "W Company helps customers achieve digital transformation" , the protagonist is "W Company", which is quite different.
The difference between the two is that the former helps clients achieve their goals and help them succeed. The latter hinted a bit that he was too Fax List good at B and signed this client. Click on the details again and see. They are no longer passively cooperating, nor are they the one who is "used", and communication is naturally much smoother. As long as the content is fair and objective, there is no sensitive content (competitive secrets, etc.) in the text, the company's process is ok, and the communication channels are in line with the company's tonality, most of them are willing to cooperate.
It is worth noting that the content rarely mentions salesforce's products, architecture, and solutions, but helps customers achieve their goals and serve their customers well. If these customer success stories really impress potential customers, the relevant sales team will naturally be found. At this time, the acceptance of technical solutions, products used, and performance comparisons is much higher. In order to continue to study the logical structure of the case, I looked through many websites at home and abroad.