http://www.customerreferenceinsights.com/2010/03/02/mapping-customer-reference-content-to-the-sales-cycle/ Fri, 20 Jan 2012 18:34:39 +0000 http://wordpress.org/?v=2.9.2 hourly 1 http://www.customerreferenceinsights.com/2010/03/02/mapping-customer-reference-content-to-the-sales-cycle/comment-page-1/#comment-3689 2011 Annual Customer Reference Program Benchmark Report. | Mon, 31 Oct 2011 18:09:57 +0000 http://www.customerreferenceinsights.com/?p=839#comment-3689 [...] Testimonials & Case Studies, Still #1? I recall being at one of the first Customer Reference Forums and hearing a presenter say that written customer content, such as case studies, was going to be gone in a few years. We all assumed video would be the preferred medium, especially since YouTube style videos captured by HD phone and “Flip type” cameras cost virtually nothing to produce. Does this speak to basic human aversion to being on camera for reference purposes, or just a tendency to stay in the comfort zone? Either way, the bulk of content is great for early sales stages, but what about the mid- to late-stages? [...] [...] Testimonials & Case Studies, Still #1? I recall being at one of the first Customer Reference Forums and hearing a presenter say that written customer content, such as case studies, was going to be gone in a few years. We all assumed video would be the preferred medium, especially since YouTube style videos captured by HD phone and “Flip type” cameras cost virtually nothing to produce. Does this speak to basic human aversion to being on camera for reference purposes, or just a tendency to stay in the comfort zone? Either way, the bulk of content is great for early sales stages, but what about the mid- to late-stages? [...]

]]>