B2B Marketing Tip of the WeekOvercome the skeptics and boost your public relations efforts by developing a library of first-person customer success stories.

A strong case study presents a before-and-after story that’s loaded with specifics, tangible benefits and a first-person account in the customer’s own words.

Do your homework before requesting a customer interview: meet with sales reps or account managers to outline the story, then draft potential questions so customers can respond thoughtfully.