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Rant: A procurement manager told me my case studies were useless, and he was right
Posted a batch of case studies on our site for two years. Nice logos. Big numbers. 40% this, 3x that.
Then a procurement guy at a mid-size manufacturer in Ohio got on a call with me in April. I sent him three case studies before the demo. He read them, then said flat out, "These tell me nothing. I can't call any of these companies and ask them a real question."
That stung. But he had a point. Every quote was from a marketing director. No names of actual users. No phone numbers. No context on what broke during rollout.
So I changed it. Now every case study has a named customer contact, their actual title, and permission to be called. I also list what went wrong in the first 60 days. Takes way longer to get approved internally. Worth it.
The same guy signed a $34k annual deal in June and told me the messy parts are what sold him.
Anyone else get roasted by a buyer and end up redoing all their sales collateral? Curious what you changed first.
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