Working in the SaaS industry for so long, I continue to groan as I download and read case studies. Don’t get me wrong, I’ve actually worked at several companies where we discovered a client doing amazing things with our platform or who have attained incredible results… and we’ve pushed and promoted a case study about them.
Marketing isn’t all about acquisition, though. Marketing is about identifying great prospects, providing them the research they need to make a purchase, and then retaining great customers that maximize your return on marketing investment.
Setting insane expectations from a fluke client isn’t great marketing, it’s tantamount to false advertising – unless it’s written constructively and honestly.