You’ve started a customer reference program, and found the perfect customer to feature. The draft has been through all your organization’s approval layers. After the customer approves the draft, it’s ready for publication. Approval should be a breeze. A day or two seems reasonable, doesn’t it? After all, the customer did agree to participate.
Actually, it should take between one and three weeks, sometimes a little longer at organizations with bureaucratic structures (like universities, government entities, and huge companies). Unfortunately, sometimes approvals processes can take forever. And by forever, I mean as long as six months. You want to avoid that, and by getting the approval process off to a good start, you can.
A B2B marketing writer experienced with approvals can help by managing the process. At Content Bureau, we’re pretty good at keeping these things moving forward. But we do work with clients who prefer to handle the approval process themselves. If you find yourself having to manage an approval, don’t fret. There are several easy things you can do to keep case studies approvals from getting bogged down:
Very rarely, you’ll have a customer who is responsive at first and then just seems to fall off the face of the earth. Who knows why? Perhaps a higher-up changed his mind about doing the case study, and the customer is too embarrassed to email you about it (I had that happen). Perhaps the customer got swept up in an exciting and mission-critical project that involved frequent trips to Dubai. You may never know, but if you follow the steps above, you can be confident that a lack of persistence was not to blame.