If I can choose between promoting a case study or some other type of marketing asset, I usually choose the other type of marketing asset � not because I have something against case studies per se, but most case studies are so formulaic that people read right past them (newsletter and Twitter response data backs this up). I�m not saying that if you�ve read one case study, you�ve read them all, but I am saying that if you�ve read one, you�ve probably read all the subheads � unless you�ve been lucky enough to find the rare case study that doesn�t include the subheads �Challenge,� �Solution� and �Results.�
But every so often the story behind the case study is so compelling, it transcends the formula � such as the story of how IBM helped Citigroup cut server its provisioning times from 45 days to 20 minutes.�(Even if you count the days as 8-hour workdays, that�s a thousandth of the time � a 99.9% reduction.) No surprise that a single tweet on this story generated about 10 times the combined traffic we typically see from three or four case-study tweets.Have a look (PDF).
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