Savvy B2B Marketing

Kate

Make it automatic

Sometimes big wins go by so fast you don’t get a chance to get it in writing before the next opportunity comes along. Creating a set process for capturing the details of the solution and getting it down in writing is the first step in creating an arsenal of laser-focused case studies your sales team can share with prospects.

Make the design work for you

A typical case study these days is one or two pages – not a lot of space to get your idea across. Make the design work for you – I always include a summary section along with the body text. That way the skimmers can get the highlights while those who like more information can read the details.

Jamie

Tell a story

A good case study helps the reader identify with the situation by drawing her into the story behind the facts. Use storytelling techniques to engage and connect:

• Treat the players like characters - give them some depth and personality vs. just a brand name.
• Describe the situation to trigger the reader's recognition of herself - use details about the Real World aspects of the problem, not just the data.
• Pace the story in a way that builds expectations and tension.
• Be conversational. Write the way you would tell the story if you were speaking it.
• Make sure you close with strong images of the benefits your solution delivered - make them as juicy and relatable as the problem from the beginning of the case study.

Stephanie

Four ingredients combine to make a great case study:

1) It's focused on the audience. To echo Jamie, you need to tell a story the reader can relate to. You do that in two ways:

• Focus on the customer's situation and what the company achieved by using your solution.
• Address the reader's interests. For example, a business person is typically interested in a "problem-solution-results" story, while a technical evaluator wants to understand what it takes to successfully implement your solution.

2) It moves prospects further along in the buying cycle. Because today's empowered prospects don't need to interact with your sales reps for content, your case studies need to lead them to the next logical step in the process. One example of how case studies can do this is by addressing sales objections early in the buying process. If enough of your prospects share a common concern, present a story that highlights one customer's concern with this issue and why your offering ultimately won them over.

3) It tells a unique story. Do you find that your case studies sound largely alike? If so, I'm guessing you use a standard interview questionnaire with every customer. To be sure each story stands on its own, conduct research into the customer's situation, needs, and results. Then develop a custom set of questions that helps you hone in on unique angles.

4) It's easy to read. As Kate said, strong design can make a case study much easier to digest. To that end:

• Include titles and headings that highlight key messages
• Follow a consistent flow that makes it clear when you're talking about the solution, challenge, results, etc.
• Sprinkle bulleted lists into the copy
• Summarize key points in an at-a-glance sidebar for folks who don't want to read the story from end to end