There is nothing more convincing to a potential customer than hearing about the success someone else has had with your product or service - it's way more believable than anything your sales or marketing team can come up with on their own. In this session you will learn the steps to create an effective case study and start using it to generate leads and close deals. This session is for anyone in product management or product marketing that cares about increasing sales and highlighting how their solutions are being used in the real world. You'll walk away with ideas on how to identify good targets for case studies, how to create an interview guide, examples to learn from and how to keep squeezing value out of it after it is published. About Matt Volpi Matt has been a product management and marketing executive at a number of technology companies, from start-ups such as BigBelly Solar and Modiv Media (acquired by Catalina Marketing) to multinational titans such as Nokia and Sun Microsystems (acquired by Oracle). Since moving into marketing and product strategy consulting two years ago, Matt has helped a variety of software companies, media businesses and services organizations with market research, content creation and strategy initiatives.