Case studies offer an in-depth, insider view into how a particular customer successfully engaged with another company’s product or service. Most B2B companies have one or more case studies in use. So, case study is not a new invention or something that businesses have used only in recent time. Case study has always been there; though some may not find it glamorous. However, it is popular for one basic reason and the reason is - it mostly always works. The power of the case study is simple to understand. There can’t be anything else more persuasive than reading how a company has helped someone just like you? And helped them so much, they’ll sign up to tell the world about it? Case studies are like branded storytelling that brings your company value to life through the experience of an existing customer.

1. B2B marketing
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3. During the sales process, potential clients are
already throwing up mental roadblocks for
why they shouldn't work with your company.
It's just human nature.
Case studies validate those fears and objections,
while providing solid evidence that those same
doubts are unfounded.
Sharing a client's positive experience is far more
effective than expecting prospects to just take
your word for it.
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4. Marketing
What makes it special?
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5. Decision making
B2B markets have a more complex
decision making process.
B2B customers have their own
resources, agenda, culture and
approval processes.
It is critical that you demonstrates a
high level of expertise in all of its
interactions with the varied target
audience.
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6. B2B buyers are more
"Rational“
B2B buying happens for ROI.
But individuals involved in B2B buying will
not buy something unless they are sure
that the decision will not affect their
reputation.
The decision therefore is based on trust
and so, emotions do play a role in B2B
buying.
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7. Complex products
In B2B markets products are usually
more complicated.
Businesses have higher and specific
expectations like customization,
integration, security, etc.
In absence of a standardised product,
there are challenges in designing the
marketing options.
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8. Less numbers
There is a limited number of prospects
for a B2B business and an even smaller
number of early adopters.
If you don’t establish real mutually
beneficial relationships with prospects,
you run the risk of losing customers
and reputation.
And, if you don’t satisfy their
expectation, someone else will!
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9. More people to deal with
The B2B buying process involves more
than one decision-makers –
rresearchers, users, influencers, decision
makers, gatekeepers.
Marketing content need to address to
needs, aspirations and fears of all
individuals involved in B2B buying
process.

10. Personal relations
Personal relationships are more important
In B2B markets.
It’s crucial to learn how to build
relationships.
In B2B, clients will feel they have a
relationship with you only when they
believe that you understand their needs,
their situation, their aspirations, their
limitations, their goals, both at company
and personal levels.
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11. You got to use he right tools
for B2B markets.
Case studies offer a unique option to meet
all requirements of B2B marketing.
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12. Why
case studies
are
important?
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13. Everyone needs a reassurance
When you are planning to buy something
new in Amazon, how do you go bout it?
There are good chances that you would
look for reviews for the product to see what
others are saying. You may also talk to
friends if they have bought the product
before.
Why? Because you want to know
what others think about it to get an
reassurance that there is nothing bad about
it.
Case studies give you the chance to show
those real-life stories of how you were able 13

14. Best used in closing deals
At every stage of the sales cycle, content
marketing can make or break your
chances for closing the deal.
Nowhere is this truer than the final
decision-making phase.
Your solution: case studies.
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Versatile use
Benefits of case studies are not limited to
the decision phase.
Seventy one percent of B2B buyers in the
awareness stage and seventy seven percent
in the evaluation stage of the sales cycle
acknowledge testimonials and case studies
among the most influential content.

16. Helpful in clearing all roadblocks
Case studies are an opportunity to
address the roadblocks to your
selling process - be it cost,
experience, quality or anything.
Use your clients’ words to tell the
story for you.
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Focus on specific pain point
Case studies are persuasive narratives
featuring specific, real-world usage of a
product to help demonstrate the value.
Case studies are more than a simple
testimonial from a customer. They speak to
specific needs and customer pain.
They are designed to sway purchase
decisions and literally make a case for why
a buyer should choose a certain product.

18. Building credibility
Case studies are essentially anecdotal
documents that provide a substantial proof
that your product is effective.
Case studies share a previous customer’s
experience with your products in a way that
adds a credibility.
Case studies provide an effective way to
build credibility and persuade potential
customers to work with you, particularly in
the B2B market where products can be
complex and not necessarily ‘sexy’.
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19. Conversion machine
Case studies have a huge potential to convert.
At each during the sales process, many of the
potential clients tend to throw up mental
roadblocks for why they shouldn't work with you.
They need some convincing before they signed on
the dotted line.
Case studies validate those fears and objections,
while providing solid evidence that those same
doubts are unfounded.
Someone else has tried your product or service and
had undeniable success. Sharing a client's positive
experience is far more effective than expecting
prospects to just take your word for it.
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20. Value for money
Case studies have a high ROI.
Compared to other types of B2B
marketing.
Case studies are often produced at
low-cost for the potential rewards.
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Length of a case study
Some people say a shorter case
study is better, while some others
prefer a longer format.
A size of 500 - 750 words is good.

23. Tell a story
Case studies can be like stories.
The format could follow a flow where,
The problems or challenges faced by
customer is the villain
Your product is the hero
Details on how the challenges were
overcome is like the battle)
Results are like a happy ending
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24. Case study flow
The Customer: Begin by putting the spotlight on the customer, not your product.
The Challenge: "What condition was your customer trying to change or improve?"
Encouraging the use of a customer quote in this section.
The Journey: Though this section is often skipped, it's worth including, he says.
Share the steps the customer took to solve the problem, including other products
and services they investigated. This is the place in the story where the reader begins
to identify and empathize.
The Discovery: Tell the how customer found out about your company, teeing up the
next part of the case study: how your product solved the customer's problem.
The Solution: It's show-time! This is where you have unbridled freedom to pitch
your product or service without fear of sounding too promotional.
The Implementation: Share how the customer implemented your product or service,
including details such as time commitment or obstacles overcome.
The Results: Detail how well your product solved the customer's problem with as
many specifics as possible. Finally, this is where you summarize and close your story. 24

25. Skim-able format
Some buyers will read every word of
your story,.
While some others will look at only
headlines, and other highlighted
matters.
Format of the case study can be
made skim- able, using creativity and
elements like pull quotes and sidebar
summaries.
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26. Feature story format
Used frequently by feature story
journalists .
It uses a impactful and eye catching lead
sentence or opening paragraph.
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27. Q & A
Q & A format works well with B2B
markets.
It is also useful as it takes little time to
produce.
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28. Videos, SlideShare
Videos and SlideShare get shared easily.
They also have more potential to catch
the attention of your audience.
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29. How to decide ?
The style and tone of your case study
should fit your product.
There is no hard and fast rules for the
format of your case study, but it should
resonate with your business and target
the interests of your perspective buyers.
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31. Your own website
The most popular usage of case studies is posting them in your testimonials page in your
company’s website.
You can use visual elements to pop up interesting quotes or highlights or boxes or
bubbles.
You can link specific talk by the customer about a specific feature of your product
during the case study, to the relevant page on your website.
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32. Speaking engagements
This channel works well wherever there is a
group of people in a room that — if you
pitched them right — would move the
needle for your business.
Case studies are ideal set of tools to
accelerate this process.
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33. Publicity
You can do a press release of your case
study , if your clients is ok for it.
You can also pitch your case study to
relevant media companies, who may like to
feature your client.
Media stories will also help boost your
search engine ranking.
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34. Social media
You can share your case study on relevant social media including Twitter, LinkedIn and
Facebook.
You can also use social ads to drive traffic to the case studies.
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35. Trade shows
Trade shows offer you the opportunity to
showcase your products in person.
These events are often exclusive to industry
insiders, and are designed to foster
interactions between vendors and their
prospects.
You can use case studies in this this
channel to build interest in what you’re
building.
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36. Blogs
Case studies can be used in your company’s
blog.
Targeting blogs prospective customers read is
also an effective ways to get attention from
your prospective customers.
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37. How do you decide on where to use a
case study?
In an early stage (upto product-market fit),
you want to keep overhead at a minimum.
Managing multiple channels creates
overhead.
Guiding factors - stage of your business
building and of course your audience.
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