The Guide You Need to Create Effective B2B Case Studies

The-WHub

B2B case studies are incredible conversion assets. They help marketers provide insights about their products. They also serve as lead generators. Salespeople use them to close deals. 

B2B case studies are a great way to show the value of a product or service. They show a business’s specific challenge and how your product is a solution.  

Case studies also add credibility and value at all stages of the lead funnel. Below, we cover the B2B case study and how to create a successful B2B case study. 

What is a B2B Case Study? 

A B2B case study is a detailed examination of products or services provided by one business to another. B2B case studies, also known as business-to-business case studies, are a marketing and sales tactic. 

Companies use them in marketing and sales. They show how a company meets a challenge or a client’s needs. A B2B case study differs from a regular case study in focus and target audience.  

Businesses craft B2B case studies to appeal to businesses or organizations. They highlight how one business’s product or service benefits another business. Whereas regular case studies are often used in academic or research contexts. Regular case studies focus on a broader audience across various fields.  

B2B case studies are very detailed. They often include metrics and outcomes that matter to businesses, like cost savings. They stress the business impact of the solution or service. Regular case studies focus on qualitative analysis and theories rather than business metrics. 

How to Create a Successful B2B Case Study 

The first step in making a B2B case study is to get input from your customer service, marketing, and sales. This will help you see how much feedback there is. It’s about the potential for customer success. 

Consider the following points which aim to help you prepare and generate a case study: 

Be concise with your case study 

According to a survey from Demand Gen, 68% of B2B decision-makers spend 20 minutes reading case studies. It also states that half of the participants spend a maximum of minutes. Therefore, be as straight to the point as possible to attract the attention you need. 

Consider the Phase 

When creating a case study, consider the phase of the customer journey. Case studies serve as orientation in the awareness phase. 

Case studies serve as orientation in the awareness phase. They provide insight into the technology and its application. In the decision-making phase, case studies can show the benefits of a solution and which benefits were achieved. 

Start with an overview 

The overview in your case study contains the most essential facts. Then, introduce an example of a customer and his problem. This customer’s problem must resonate with many other companies.  

Afterward, describe how your product or service helped him from the customer’s point of view. Finally, the customer should show which benefits his company gained from the collaboration. 

Avoid Too Many Specialists Details 

Don’t include too many specialist details about the application in your case study. Only a few experts may understand them. Instead, focus on the strategic use of your offering, which can convince a decision-maker. 

Use Facts and Figures 

What did the customer gain by using your product or service? The percentage of the increased number of sales or cost savings is a rounded-out closing to a case study. Above all, tech-savvy target groups expect concrete results. They want hard facts. 

Structure of a B2B Case Study 

While the structure can vary, we at WrittenlyHub recommend you keep it simple. A simple B2B case study may look like this: 

• Headline: Make it solution oriented. Including only the client’s name as a headline may not be enough. Mention the specific problem you solved. This will help prospective leads find case studies that apply to them. 

• What is the case study about: Present a short overview of the problem, solution, and result, including the client’s initial challenges and the project’s goals and objectives. 

• The strategy to reach the expected solution: If it makes sense, you can get technical here. Some details will help a potential lead better understand your offering and how it helps their business. 

• The results: Again, detail is essential here. Facts and figures are the best form of advertisement. 

• Client quote: You can use this in your testimonials, too. It also makes case studies sound more relatable. 

• Call to action: A link to your landing page or another suitable action page in your sales funnels. 

Popular Case Study Formats 

Good B2B formats let you focus on storytelling and data. They let you weave your magic. Here are two prominent formats B2B businesses use to create case studies. 

Problem-Approach-Solution-Results-Customer Quote 

This format focuses on the well-known problem-solution-result format. A problem or a challenge is the base of every case study.  

It is something the client is trying to achieve but fails to do so and wants your expertise. A clearly defined problem in a simple way to get your users hooked into the study.   

Approach 

The approach is the strategy you prepare after assessing the data and problem at hand. This is a chance to show your leads how thorough or original you are.   

Solution 

The solution is the real-time implementation of your strategy or approach. It’s where you highlight the steps to solve the problem and establish your expertise.  

This is the space to target your ‘what, why and how.’ In this step, discuss your product or service and position it as a hero solution.  

Result 

The result is where you bring the outcomes to the forefront. It’s proof that your solution worked. This space allows you to give quantifiable results.  

They should align with the client’s expectations. Moreover, use this space to make your leads visualize themselves achieving these results.   

Customer Quote + CTA 

The end of your case study should include a quote from your client. End with a persuasive quote. It can help your prospects desire these results. It will move them forward in the sales funnel.   

And just when they do that, hit them with a powerful CTA to connect further!   

Q&A with the Customers 

Many people tell stories using a fixed question-answer format. It is another popular way to present information. It is popular in a B2B marketing case study. The main goal of this strategy is to be client-centric rather than focusing on the solution too much.   

Examples of Case Studies 

This case study is called Expertise Unleashed: Defining Digital Success for a Leading NBFC. It’s an excellent example of how a comprehensive content strategy can transform into digital success. Note how clean the client quotes look. 

In Tapping into the Power of Content Marketing for Brand-Building, we prioritized the power of brand building. We used a series of research strategies to enhance CoinDCX’s brand presence. 

3 Ways to Make Your B2B Case Study Stand Out 

Master Storytelling 

Creating B2B content marketing case studies require good research and storytelling. Yes, you target businesses. Make your case study as specific as the narrative allows, and dig deep into the situation’s what, why and how. Use trust-inspiring data.  

This includes names, backgrounds, dates, and technical data like numbers and results. Include them throughout the story. This will strengthen your case study and help your leads see themselves in the success story.  

Focus on Pain Points and Solutions 

A case study aims to promote confidence in your prospects and your services as a hero problem solver. Maintain a careful balance. Share the customer’s pain points and your solutions. 

You can also discuss your client’s efforts to explain their pain points. And how their extensive input helped your brand deliver the exact results with ease.    

Prioritize What Your Audience Wants 

Case studies are written for a set target audience. Your B2B case study must not appeal to multiple buyer personas, which will be vague.  

You must narrow your target audience and decide on clients that meet your buyer’s personalities. Too many generalizations will catch everyone’s attention. But it will not convert your desired leads.   

End with a clear direction. Say what action the reader should take after reading the case study. Determine which stage of the sales funnel is your lead-in. You may use relevant CTAs. They encourage them to contact your sales team or explore your website.  

Summing Up on The Guide You Need to Create Effective B2B Case Studies 

Writing B2B case studies is a lengthy but rewarding process. First, gather all the information and discuss with the client what part you can use. Then prepare a structured copy and enrich it with visuals. 

You need to publish and promote the prepared case study. You can repurpose and use a good case study for many years with consistent results. 

It is essential to understand the demands of B2B case study. For brands who struggle to nail down these requirements, we have simplified marketing case study guides to overcome these B2B marketing challenges.  

FAQs 

1. What are some benefits of a B2B case study? 

A B2B case study is a tangible example. It shows how a product or service can be used in a real business and showcases its practical uses and good outcomes. 

It gives potential customers a visual representation of how the offering can address their challenges and meet their needs. 

Case studies offer comprehensive insights into successful implementations. They play a critical role in establishing credibility and fostering trust in prospective clients’ minds. Other benefits include:  

• Case studies offer efficient, scalable marketing assets 

• It instills confidence in the customer  

• It enables natural movement down the sales funnel 

What kind of information should your case study cover? 

We’d point to three things in particular: 

• Explain in the study why your customer chose you out of all the options in the market. Your prospect is going through the same selection process as they were. 

• Outline your strategy to solve the customer’s problem. This shows the prospect how you think. 

• Show how you overcame roadblocks. This will give prospects confidence in your problem-solving skills. 

3. Will B2B case studies work for B2C companies? 

Case studies can also be an excellent tool for B2Cs. Advertorials and native advertising can increase purchase intent. Consumer brands can also use studies like B2Bs. They use them when trying to negotiate for shelf space at retailers. 

4. Can a B2B case study only be used for the bottom-of-the-funnel leads? 

Not necessarily. Case studies are a vital asset in the B2B marketing toolkit. They tell compelling stories and provide social proof and boost credibility.  

A B2B case study is an effective tool for any stage of the marketing funnel. If done correctly, it can convert top-of-the-funnel leads into a final sale.