Don't Judge a Case Study by the Size of the Customer

Is one ATM worth a case study?

Most marketers would probably say no.

I disagreed.

Because I've learned the value of a customer story has very little to do with the size of the customer. It has everything to do with how many prospects share the same problem.

I believed the story was worth telling, so I encouraged the sales team to introduce me to the customer.

The customer was a small community bank in a rural market.

One ATM.

Was it really worth the effort?

Absolutely.

During my interview with the bank's Vice President of Operations, I learned the bank had lost its branded ATM when the convenience store changed ownership.

Suddenly, the bank had no ATM.

Customers wanted the convenience of a drive-up ATM, but with a lean staff, they didn't have the time or expertise to manage an off-site ATM program. Because they were a small rural bank looking to outsource just one ATM, they also struggled to find a provider. Most companies were focused on larger opportunities.

My client saw an opportunity where others didn't.

They solved the problem.

That one customer story opened doors to conversations with other community banks and credit unions facing the same challenge.

It reinforced something I've believed for years.

Don't judge a case study by the size of the customer.

Judge it by how many prospects share the same problem.

That's how customer stories create demand.

Alicia is a strategic communications and partner marketing leader with more than 20 years of experience helping organizations build partnerships, launch products, navigate change, and tell stories that build trust. She has worked across advocacy, financial services, technology, and B2B marketing, bringing a relationship-first approach to every organization she serves.

📩 Schedule your consultation alicia@blandamarketing.com