What is a B2B case study?
A B2B case study is a powerful marketing tool used to showcase how your product or service helped a specific business overcome a challenge and achieve its goals. It’s a story that demonstrates the value you offer and builds trust with potential customers.
Why do we need a B2B case study?
Case studies are essential tools for businesses and organisations of all sizes. They have several uses, such as establishing credibility and trust, drawing in new leads and clients, enhancing marketing and sales initiatives, and producing fresh concepts and insights.
By showcasing the real-world impact of your product or service, case studies can help you stand out from competitors, increase brand awareness, and drive product development and innovation. It can also help you in attracting media attention, investors, and partners, as well as build a community of loyal clients. Investing in case studies is a smart and strategic move that can yield significant benefits for your business.
How many case studies should I write?
There’s no such thing as “too many case studies.” Each success story is an opportunity to connect with prospective clients. Think of them as your success weapon; the more you have, the better. Imagine a Japanese regional bank connecting with a case study of another successful Japanese regional bank, seeing themselves in the narrative and its solutions. That is the power of a case study.
What’s the best part? These case studies are evergreen, which means they will continue to be relevant for years, drawing new leads. Investing in case studies is a no-brainer. They attract similar clients, act as evergreen content, and require minimal investment. Don’t pass up on this effective marketing strategy. Start collecting your wins and turning them into compelling case studies.
When should I ask a customer for a case study?
Timing plays an important role in securing a compelling case study. Asking too soon denies you the opportunity to demonstrate tangible results while waiting too long risks losing your customer’s enthusiasm or perhaps their dissatisfaction. Aim for the ideal time to maximise the impact of your case study.
Right after a successful project milestone. This timing is ideal because it capitalises on the customer’s involvement and fresh memories of their great experience. With tangible results in hand, you can effectively demonstrate the value your product or service delivers. When a customer is thrilled about the positive results, their involvement becomes real and enthusiastic, resulting in an authentic and engaging case study that resonates with your target audience.
Who should write the case study?
Creating a compelling case study often benefits from the perspectives of individuals directly involved in the project. While an in-house team is certainly capable of handling the case study creation process, the demands of day-to-day responsibilities and time limitations may hinder their ability to dedicate the necessary time and attention to the task. In such instances, outsourcing to a skilled content writer proves effective. These professionals are skilled at extracting crucial details, asking pertinent questions, and presenting information in a reader-friendly style, saving time for internal teams and ensuring a polished end product.
Furthermore, a successful case study requires not just a well-written narrative but also effective marketing. This is where an experienced marketer can help by properly arranging the case study for maximum impact. By combining the strengths of individuals involved, content writers, and marketers, you create a collaborative approach that produces a compelling story and ensures it resonates effectively in the market.
Should I hire an expert to write my B2B case study?
An in-house expert possesses a crucial understanding of your project’s details and in-depth knowledge of the field. This invaluable knowledge serves as a strong basis for creating engaging case studies. Making use of their close connection guarantees authenticity and accuracy, and the case study development process is streamlined by their familiarity with project specifics.
While internal teams play a crucial role, collaborating with a skilled B2B case study writer can further enhance the impact of your case study. These experts have the expertise and writing abilities to turn facts into captivating stories that appeal to your target audience. They make the content clear even for people who are not aware of the technical specifics by providing insightful concerns, highlighting significant accomplishments, and presenting it in an organised and straightforward way. Your case study is elevated to a new level by this professional touch, which also effectively conveys your value offer to potential clients.
How long should a case study be?
While there is no definite answer to the ideal length of a case study, most fall between 500 and 1,500 words. This range allows you to present just enough information to properly express the overview, problem, solution, and results without overloading your target audience.
The key is to keep your case study concise, impactful, and focused. Remember, the goal is to present a compelling story that engages your target audience and showcases the value you offer.
What are the essential parts of a B2B case study?
While case studies follow a general structure, some sections hold special significance in B2B contexts. These parts offer valuable insights into the business relationship and highlight the solution’s effectiveness:
- Title– serves as the initial hook, simply summarising the core achievement.
- Introduction– delves into the customer’s business, setting the stage by offering context and detailing their unique challenges.
- Challenge- the emphasis on the challenge is crucial, as it forms the cornerstone of the narrative, highlighting the specific hurdles the client faces.
- Solution– describes how your product or services effectively addressed the challenges mentioned.
- Process- deeply analyse the client’s challenges and needs, then develop and implement a tailored solution based on data and collaboration.
- Results– quantifies the impact, offering measurable data and outcomes, reinforcing the success story.
- Testimonial– ideally from a key participant, adds a personal touch while authenticating the positive experience.
What else should be a part of the case study apart from the actual information about the project?
A comprehensive case study extends beyond project specifics. Include a clear call to action, directing readers to schedule a demo, a video call, or sign up for newsletters. Testimonials, whether in text or video format, provide a personal touch to your success story, fostering trust in it. Share project photographs for visual context, and consider infographics for a concise, easy-to-grasp overview if you have permission. This thorough approach guarantees that your case study not only informs but also engages and invites future involvement.
Do I need approval from the customer for publishing the case studies?
Yes, obtaining client consent before releasing a case study is unquestionably necessary for ethical, legal, and professional reasons. This step ensures that their privacy and confidentiality are respected, especially when working with sensitive information or propriety strategies contained in the project. It also adds credibility to the content you provide, promotes openness, and creates customer trust by demonstrating a commitment to correctly expressing their experiences.
How do we get approval from clients for writing case studies?
Before beginning the writing process, it’s advisable to proactively request permission from clients to obtain their consent for writing case studies. Start by writing a composed email stating that you would like to use their success as a case study and asking permission to move further.
After completing the case study, attach a copy of the article to the follow-up communication, providing clients with a tangible preview of the content. This method not only promotes transparency but also allows clients to examine the content before giving their final approval.
Do we write case studies anonymously or with the client's name?
The decision to write a case study with or without the client’s identity is influenced by factors such as the nature of the project and the client’s preferences. The inclusion of the client’s name promotes transparency and authenticity, as well as real-world instances that increase trust.
However, it is essential to obtain specific authorisation to use their information. Writing a case study anonymously, on the other hand, is appropriate for projects involving sensitive information or when clients request anonymity. This approach allows you to demonstrate your expertise while maintaining the client’s anonymity. Open communication with the client about their preferences is vital for achieving a mutually beneficial conclusion.
If the client has a non-disclosure agreement about the project, can I write a case study? If so, how?
Writing a case study takes careful thought if a customer has a non-disclosure agreement (NDA) in place for the project. Start by having a conversation with the client to go over the exact regulations of the NDA. Some NDAs may permit the creation of anonymised or generalised case studies that demonstrate the project’s success without disclosing sensitive information. In such circumstances, make certain that any information given adheres to the agreed-upon terms to maintain confidentiality agreements.
Transparency and communication with the client are essential while managing NDAs. Understanding limitations and coming up with creative solutions, such as anonymising details, can help you strike a balance between maintaining confidentiality and exhibiting your skills.
Should case studies be behind a lead generation form?
Placing case studies behind a lead generation form can be a strategic move for capturing valuable leads. By requiring customers to provide their information before accessing the case study, you not only gain insights into prospective customers but also have the opportunity to nurture these leads through targeted follow-ups. This strategy enables you to create a qualified list of contacts who are truly interested in your success stories and services.
However, striking a balance is important. While lead generation forms might be useful, too-limiting access may turn off some customers. To cater to varied audiences, consider delivering a combination of freely accessible and limited case studies. This allows you to increase the reach of your content while still gathering leads. Additionally, position whitepapers and ebooks behind lead forms while keeping case studies open to access. This ensures a balanced and successful approach to audience interaction by deliberately capturing important leads in addition to optimising the availability of information.
Do I need a customer testimonial on a case study? Are they necessary?
No. Do they add credibility and a human touch? Yes, they do. Nine out of ten customers read testimonials, and seven of them trust businesses more if they are favourable. This is because what you say about yourself has less weight than what others say about you. Even if you are unable to provide the customer’s contact information, you may mention the client’s title. If you don’t have any approvals from them before releasing the study, this is an excellent opportunity to ask.
What type of testimonials suit the B2B case study? Text, video or something else?
For B2B case studies, the choice between text and video testimonials depends on your target audience’s preferences and the nature of the content. Text testimonials are often useful in B2B situations because they are concise and easily absorbed. They allow clients to express their feelings and thoughts without disclosing their identities, alleviating any confidentiality concerns.
On the other hand, video testimonials can add a personal touch, showcasing the sincerity and enthusiasm of your clients. Clients who are willing to participate in video testimonials can help build a more interesting and relatable story. However, given the potential reluctance of some clients to self-identify, it’s important to respect their preferences and value the overall success story and results conveyed in the case study.
Will case studies work for B2C companies?
Case studies are not exclusive to B2B companies; they can be a powerful tool for B2C brands as well. While case studies have traditionally been used by B2Bs, they can also be used effectively by B2Cs. Advertorials and native advertising, which mimic editorial material, have been demonstrated to increase purchase intent by nearly a fifth. B2C companies can gain customers’ trust and influence their purchasing decisions by sharing real-life success stories.
Additionally, utilising case studies in negotiations with retailers can be important for consumer brands, helping secure prime inventory and stand out in a competitive market.
Latha Karthigaa, founder of Brandupwise (BUW) Marketing, is dedicated to improving lead generation for medium to large enterprises. Her strategic insights focus on lead generation, client acquisition, and most important of all educating the businesses and their internal teams about sustainable growth. As a transformative force in the industry, she reshapes the narrative of success for every business under her expert guidance.
Contact
- latha(at)brandupwise(dot)com(dot)au
