This week I caught up with Julian Lumpkin. We talked about how companies can create and use customer success content (such as Case Studies) to improve their marketing and sales. Julian is the Founder and CEO of SuccessKit. They help businesses create case studies and video testimonials for their website, sales process, and social accounts. We cover: 0:00 Intro 0:47 Important of customer success content 1:26 Key components of a case study 2:48 Ideal word count for case study 3:59 How important is formatting? 5:04 Common mistakes B2Bs make 7:39 Get your customer involved 8:53 Why customers won't speak to you 9:59 Techniques for interviewing customers 14:18 Step-by-step case study process 15:46 Which case studies to produce first? 18:25 Combining video and text case studies 21:50 Repurposing your case studies 24:00 How case studies support sales 29:17 Case studies for different situations 30:58 Other types of customer success content 33:54 How important is the production value? 35:31 Do you need a full studio to film case studies? 38:47 Steve's view on production levels 40:38 Outro   Like this episode? Hit subscribe, and more amazing guests are appearing in the coming weeks.