1. Selecting the Right Customers
Choose customers based on the following (not requirements, but helpful for impactful testimonials):
Timing: Customers beyond the time-to-value period who can speak to your solution's impact.
Stakeholders: Decision-makers who recall the evaluation process well.
Approval Likelihood:
- Check contracts for trademark licensing clauses to simplify approval.
- Identify customers who have participated in other case studies.
Note: This is covered in more detail in this article.
Success Anecdotes: Use recent wins (refer to QBRs, check-ins, etc.)
2. Assigning the Right Person to Reach Out
Related Article: How to Ask for Customer Testimonials via Email
The requestor's role can influence the outcome:
- Customer-Facing Rep (e.g., Sales, Account Manager, CSM, Consultant, etc):
- Personal relationship with the stakeholder, trust is already established.
- Executive Sponsor:
- Adds credibility and signals the importance of the request.
Note: Avoid marketing-led outreach, as it may appear self-serving. Instead, customer-facing reps or executives can return a favor down the line.
3. Crafting the Perfect Email
Here is a sample email for precise and professional communication:
Subject: Customer Case Study?
Body:
Hey , I hope you're doing well! I have a favor to ask. Would you be willing to participate in a customer case study for us?
It's been a fantastic partnership, and we'd love to showcase . The process is straightforward. We work with an outside agency to conduct the interviews so we can make the most of your time (and make sure you look good, too!).
We would need an hour of your time for a remote interview. With the interview, they will produce a case study and a guest blog showcasing your expertise within and best practices for .
Please let me know if you'd be willing, and I'll connect you with them to handle the logistics.
Thanks,
4. Handoff Process
Once the customer agrees, CC Proofmap on the email thread, and we'll take over all touchpoints from there.
Why This Approach?
With the initial email, you start by expressing how EASY and PAINLESS it is because you have an agency handling everything.
Then, after we schedule the interview, Proofmap will provide instructions and a pre-brief leading up to the interview. Because they've already made the commitment and can see the formality behind the process, they are less likely to say no once presented with the added guidelines.
Additional Tips:
Start with the "Slam Dunks"
Begin with customers with strong relationships with internal executives who are likely to say yes quickly.
These initial testimonials will:
- Kickstart your case study collection.
- Serve as high-quality samples for future outreach.
Leverage Initial Case Studies in Phase 2
After you secure your first couple of case studies, showcase mutual benefits with the guest blogs that position customers as industry thought leaders.
For example:
Phase 2 Email Template:
Subject: Customer Case Study?
Body:
Hey , I hope you're doing well! I have a favor to ask. Would you be willing to participate in a customer case study for us?
It's been a fantastic partnership, and we'd love to showcase . The process is straightforward. We work with an outside agency to conduct the interviews so we can make the most of your time (and make sure you look good, too!).
We would need an hour of your time for a remote interview. With the interview, they will produce a case study and a guest blog showcasing your expertise within and best practices for .
Here's an example of one produced recently by another client of ours:
Please let me know if you'd be willing, and I'll connect you with them to handle the logistics.
Thanks,
Target Account Template
When scaling outreach efforts, it's helpful to list your target accounts and track your pursuit.
This could be a list view in your CRM, or you can use the linked Target Account Template to streamline the process:
- SAMPLE: Target Account Template
In Conclusion
Securing strong customer case studies starts with the right approach. Focus on customers with clear success stories, assign the best person to make the ask, and keep outreach simple and professional.
Once a customer commits, streamline the process with a smooth handoff to ensure minimal effort on their part.
Leverage early wins to build momentum—use initial case studies to showcase value and encourage more participation. By making the process easy, emphasizing mutual benefits, and engaging the right stakeholders, you'll create a steady pipeline of impactful testimonials.