The Televerde team just returned from SiriusDecisions Europe in London last week where we packed the room for our sponsored case study, Executing a Global Demand Generation Strategy, presented by global technology leader Avaya. The speaker, Karen Hardy, Vice President of Product Marketing, spoke eloquently on the subject, making the presentation seem effortless. But don’t be fooled – that presentation took more than a few hours and a half dozen conference calls. I’d like to share some tips on how you can develop a great event case study.
Your work starts with the ask
Any time a client is willing to speak on your behalf, you should make it as easy as possible for them to participate. In this case, we often do the heavy lifting when creating the story and the presentation deck. Telling a compelling, well-articulated story is no easy feat.
Rely on the team
To tell a good case study, I did my homework, getting the perspective on the initial sales experience and key challenges the client was facing. Then, I met with our client success managers to map out the initial expectations, onboarding process and the initial lessons learned. After asking questions and listening to our internal team, I gained a full understanding of all components of the engagement from first touch to next steps. Then, it was time to meet with the Avaya team to validate my understanding and key elements.
Find the story
Following a writing method I read about in a Type A Communications blog, I summarized the Avaya story, then built an outline from there. After a few additional edits from our Avaya team, I scheduled a call with our case study presenter, Karen. I walked her through the outline of what I thought was her company’s story, from industry, company, and even marketing and sales transformation. I inquired about her typical presentation style, as well as her slide design preference, high-level conversation slides or more detailed. As a relaxed speaker, she preferred to present at a high level, with talking points on the slide.
Focus on the hero
Using Avaya brand and imagery and channeling content guru Michael Brenner (see quote), I created the slides, focusing the attention on Avaya’s story. After all, everyone loves a story, not a sales pitch.
As the story gathered steam, it took on a David v Goliath theme, with a twist. In this version, Avaya was Goliath, but with no assumption of a win. With the rise of the internet, Avaya was the 900 lb gorilla, in 180+ countries and 90% of the Fortune 500 and customers. They saw the industry changing, but just like so many other large companies in the past 20 years, surviving meant a thorough transformation of their business model, their sales methodology and their marketing efforts.
Give the audience value
Avaya’s efforts to turn the ship are inspiring, and I can only imagine the difficulties within the company when it is ‘all hands on deck’. They’re not completely out of the woods, but with the right partnerships and leaders like Karen, they have a solid plan for winning in the marketplace. As the presentation finished, Karen highlighted the keys to the transformation:
- Place the customer at the center of what you are doing.
- Don’t be afraid to reinvent your marketing and sales approach.
- Pick your partners carefully.
Televerde is honored to be a part of the ongoing transformation story and a partner for their revenue success. If you want to learn more about this presentation, download the deck here.