Using Case Studies to Sell
Kimberly L. McCall, Copyright 2004

When a small business creates marketing materials, it’s essentially penning a love song to itself. (My ditty might go like this: “Should you find my talent inviting/ won’t you buy my writing?”) Securing client testimonials, though — that’s the advertising equivalent of a rock-and-roll tribute song. (I’m still hoping to inspire lyrics such as Jet’s “Now you don’t need that money when you look like that, do ya honey.”)

Allenbrook Inc., based in Brunswick, is using clients to sing its praises through case studies — essentially client testimonials in an article format — several of which I’ve written. Allenbrook, one of the top three property and casualty insurance automation providers in the United States, was founded in 1988 and employs 90 people. I reached out to Carolee Dagenais, Allenbrook’s manager of marketing services, to understand how the company uses an arrangement of case studies, Web seminars and trade shows to serenade its customers and prospects.

Marketing Angel: In non-techie terms, tell us what Allenbrook does.

Dagenais: We create software for insurance companies [that] helps carriers and agents manage policies. If you go to your local agent and buy auto insurance, they may be using our software. Our software helps send out those wonderful bills you get every quarter, and helps log and process claims.

We’ve worked together to create customer case studies. Why are case studies important and how do you use them to market to prospects?

Case studies are extremely important for us. They are one of the best tools we have to position ourselves against our competition. If you have several happy customers willing to share their thoughts about how they use your software, how they’ve reduced expenses, gained efficiencies and improved growth — what a story. Prospects feel far more at ease if they can relate to some of the issues and problem resolutions by listening to their peers.

We have over 60 clients currently and, ideally, we’d like to have case studies from all. Deciding who to choose is not an easy task. There are a few factors we’ve used, including [looking at] who is very active in our user group and known in the insurance industry. We also try to highlight companies that use the product in different ways, so prospects can relate and see the flexibility it can provide.

Allenbrook recently started using “webinars” (Web seminars) to reach out to prospects. How does a webinar work, and what kind of results have you had?

A webinar is a presentation over the Internet with a conference call-in number for people to listen. We completed our first webinar in April and it was the best marketing investment this year. We partnered with Microsoft, an excellent way to reduce costs and bring in a “big name” to draw listeners. It went off without a hitch with over 200 registrants. We had a moderator, and people could type in questions that were addressed at the end of the presentation.

If you can capture someone’s attention for an hour, that’s a qualified lead in my eyes. Since then, we’ve had six face-to-face meetings — a three percent success rate. This is great, considering our sales cycle can be nine months to a year.

Allenbrook attends many trade shows. Why are trade shows so important?

We spend about 20% of our budget on eight to 10 shows every year. [There are] three reasons we go:

• Prospecting. We’re able to see a lot of people in one place at one time to briefly review our products. It’s a good way to make an introduction and get your foot in the door.
• Clients. Many of our clients attend shows, so it’s a great opportunity to catch up, take them to dinner, make sure there are no client issues and possibly look for additional work.
• Flag waving. All of our competitors attend shows, and you have to be there to show your presence and prove you’re “a player.”

You’ve also put together a “user group” of clients that includes about 200 participants. Why is a user group valuable?

A user group is essential. We’re able to work with our clients to find out what’s going on in the industry, understand how we can improve our products and look at new product introduction. [The user group has] been actively involved in focus groups and beta testing to make sure we’re on the right path with our products and services.

Allenbrook is moving to Portland in December. Why?

Allenbrook started out in Portland, so we’re going back to our roots. We’ve outgrown the space that we currently inhabit — which is good sign. We have clients, prospects and partners that visit us frequently, so we wanted to be closer to the airport. Portland also has such a great atmosphere with the restaurants, shops and local hotels.

Okay, the essential question for this interview: You go to Las Vegas quite a bit, and have stayed at the Bellagio. Any Clooney sightings?

I wish. Believe me, if I had seen Clooney, I would still be attached to him!

Kimberly L. McCall ("Marketing Angel") is president of McCall Media & Marketing, Inc., a business communications and writing company in Maine. She's the author of Sell it, Baby! Marketing Angel's 37 Down-to-Earth & Practical How-To's on Marketing, Branding & Sales. Sign up for the free Marketing Angel newsletter at www.MarketingAngel.com.