Research has consistently shown that buyers want non-marketing information and peer recommendations to evaluate their options for any significant purchases. While you may initially think of this as being exemplified by Yelp and other customer review sites, it is especially true for B2B companies.
Brands need to arm their sales teams with more than just product information and cost sheets—buyers expect to hear real use cases, challenges that others have overcome, and feedback from actual customers.
This information is most commonly packaged as a customer case study, which gives prospective buyers a glimpse at how a company similar to them (either in size, industry, or challenges faced) has transformed through the use of a product or services.
The problem with many case studies is that brands too often focus on selling their product, not telling a relatable story. Although your technology or service is always an element of a customer case study, it cannot be the entire focus. Instead, case studies should discuss people, the challenges they face, the solutions they seek, and the results they achieve.
Drawing from decades of my customer case study work with clients, let’s explore how brands can optimize their customer case studies to win business. We’ll discuss how to identify the right customers for a case study, tips for writing customer-focused content, and examples of standout customer case studies.
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