The Only Guide You Need to Create B2B Case Studies That Convert
Author: Team WH
Published On: 30-08-23
Estimated reading time: 5 minutes
Humans strategise based on proof; B2B case studies offer that proof of legitimacy to leads and give a brand’s unique value propositions a front seat. A solid case study in your marketing funnel can propel lead conversion.
But writing a B2B marketing case study requires a precise understanding of what your leads are looking for and the types of answers they need throughout their customer experience. The decision-making funnel for B2B leads is comparatively longer, and it can be difficult for businesses to explain complex solutions.
An effective B2B case study can simplify audience queries and solve their problems effectively. This blog explores how marketers can create a B2B marketing case study and nudge those leads toward closing.
3 Tips to Write Impactful B2B Case Studies
When a lead considers acquiring your product/services, their biggest query would be if you can provide effective solutions to their problems.
This is where your B2B case study enters. A well-curated case study will ensure potential buyers that you have successfully solved problems for other businesses with your product and you can efficiently do the same for them.
Case studies can be a particularly effective selling tool once mastered. They can help you establish your name in the industry and differentiate you from the competition. Let’s look at the top 3 tips you can use to make your B2B case studies stand out.
Creating compelling B2B content marketing case studies is a matter of effective research and storytelling. Yes, you are targeting businesses, but you are writing for humans, and humans connect through stories.
Make your case study as specific as the narrative allows and dig deep into the situation’s what, why and how. Include trust-inspiring data like names, backgrounds, dates, and technical data such as numbers and results 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 calculated balance while sharing the customer’s pain points and your solutions. The right balance can help promote your business, get you new clients, and strengthen your relationship with your existing clientele. You can also talk about your client’s efforts in explaining their pain points to you and how their extensive inputs helped your brand deliver the exact results effortlessly.
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, as that will be vague. You must narrow your target audience and decide on clients that meet your buyer persona. Too much generalisation will catch everyone’s attention but will not convert your desired leads.
Conclude with a clear direction on 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 to encourage them to contact your sales team or explore your website accordingly.
Popular Case Study Formats
Set and dependable formats can let you focus on storytelling and data presentation so you can weave your magic. Here are two prominent formats B2B businesses use to create case studies.
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.
The approach is the strategy you prepare after assessing the data and problem at hand. This can be a great opportunity to showcase your thoroughness or originality to your leads.
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.
The result is where you bring the outcomes to the forefront. It’s proof that your solution worked. This space allows you to provide quantifiable and specific results that align with the client’s expectations. Moreover, use this space to make your leads visualise themselves achieving these results.
Customer Quote + CTA
The concluding paragraph of your case study should always include a quote from your client. Concluding with a persuasive quote can help your prospects desire these results for themselves and move 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
Telling a story using a fixed question-answer format is another popular way to present information 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.
B2B case studies are exceptional tools that marketers must have in their arsenal to nudge their prospects down the sales funnel. Creating an effective case study is a detailed process that can help build trustworthiness and brand reputation. It can help target bottom-of-the-funnel leads and help make the final sale.
Frequently Asked Questions
1. What is the main purpose of a B2B content marketing case study?
The main purpose of a B2B content marketing case study is to market your solutions/product to a potential lead. It puts things in a customer-centric perspective while still talking about your product, so they can imagine themselves achieving the results your clients did.
2. What are some benefits of a B2B case study?
An effective B2B case study builds trust among the audience, shows different ranges of clients and promotes a natural progression down the sales funnel. It is a great tool to build brand credibility for B2B businesses.
3. Can a B2B case study only be used for the bottom-of-the-funnel leads?
Not necessarily. A b2b case study is a great tool for any stage of the marketing funnel. If done correctly, it can also help top-of-the-funnel leads move forward with the final sale.