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Customer case studies are a vital tool in B2B marketing, influencing decision-making at every stage of the buying cycle. Early in the cycle, case studies demonstrate how your solution has effectively addressed similar challenges faced by other businesses. Later in the buying cycle, they play a crucial role in establishing credibility with executives by showcasing your proven track record in the marketplace.
That’s why it’s so surprising that almost all case studies follow a predictable and uninspiring format. They start by identifying a technical problem, then describe the process of evaluating various options, and conclude with the selection of your product. Here is a classic example:
“Our management team felt our existing collaboration tool was inadequate. After evaluating options A, B, and C, we chose C because it best fit our requirements. As a result, management is satisfied. We are glad we bought product C. Oh, and by the way, the support from company C has been outstanding… they are real pleasure to work with.”
This approach misses key aspects that lend authenticity and value to a case study. It overlooks questions like why the company was initially dissatisfied, what specific needs were unmet, what business opportunities were overlooked, whether there were any competitive factors at play, or if the existing solution resulted in significant, costly errors. Delving into these details provides a clearer understanding of the true value an organization discovered in your solution. It’s these insights and outcomes that other organizations are likely searching for in a case study.
To elevate your case studies beyond the ordinary, consider the following tips.
Dive Deeper: Go Beyond the Technical Solution
The essence of an impactful case study is understanding the ‘why’ — the reasons behind the need for and the eventual choice of your product. What was the business challenge the customer needed to address? To gain these insights, it’s crucial to interview not just the IT department or the purchaser, but especially the business managers and executives who initiated the search for a solution. Engage directly with these business…
