The need for due diligence
When I’m commissioned to write some marketing projects – like case studies or white papers – I often find there’s a lack of linkage with marketing strategy. That’s a bit surprising, especially in these days of more stringent accountability throughout the organization.
Is it that businesses don’t need to justify these projects? Are marketers just moving too fast for due diligence? Or is ROI at that level not needed?
Justifying marcom projects
I’d love to get your opinion. Do you spend any time planning & analyzing a marcom project before you send it to the writer? Would you find value in a tool that helped you thoroughly analyze and justify marcom projects?
Here’s an example of potential planning outcomes for a customer success story – are any of them interesting?
- Identify at least 3 benefits of a customer success story.
- Articulate key drivers and outcomes for a customer success story (aka case study).
- Identify the steps in to a successful customer story project.
- Identify at least 5 key questions that will determine whether the story will be good or not.
- Identify the one thing that will make your story a success.
- Identify at least 9 attributes of the target market for your story.
- Define how to identify story candidates from existing customers.
- Identify what point in the buyer’s process success stories are most valuable.
- Identify at least 20 ways the success story can be used.
- Understand the process of creating a success story, and be able to communicate this to your customer.
- Create a story brief for an internal or external writer.
- Identify at least 4 ways to measure the success of the success story.
Let me know what you think – your opinions matter to me. You can comment on this post, or send me an email at email@example.com.
I’m investigating whether there’s any interest in an eBook discussing how to define an outstanding case study – not how to write it, but how to plan it, use it and measure it. But like all marketers, we have to be sure we have a market for our product – even if it’s to be a complimentary “call to action” guide.