The Perfect Mix: 5 Ingredients in Successful B2B Case Studies

By Rachel Foster


Case studies are one of the most powerful B2B marketing tools.

B2B customers rely on them to make informed buying decisions and see social proof that your products deliver results.

In fact, DemandGen found that 73% of B2B buyers have used case studies to make a purchasing decision in the last 12 months.

The more compelling case studies you have, the more you can engage skeptical prospects and shorten your sales cycles. A well-written case study can capture a buyer’s interest and motivate them to reach out to you earlier.

Here are five keys to creating case studies that turn prospects into customers:

1. Exceptional Storytelling

Stories help you connect with customers on an emotional level, so you can show your value and stand out from the competition.

Compelling case studies tell stories that are emotional and agitate your prospects’ pain points. They also help leads envision themselves as your happy customers.


Here are some points to consider when you tell your customers’ stories:

  • Choose a protagonist. Instead of talking about “Company X,” tell the story of a particular employee who benefited from your product. Readers relate to humans – not companies.
  • Vividly describe the before state. Many case studies don’t go into enough detail on the customer’s pain before they bought the magic product. Be sure to talk about your customer’s challenges, including quotes that describe the pains in their words. Readers will relate to their frustrations.
  • Show the results. Some case studies include just a few words about the customer’s results – almost as an afterthought. However, the results are the most important part of the story. Talk about your customer’s results in detail, including any unexpected benefits they achieved from your product. Be sure to include quotes and statistics on their return on investment.
  • Keep it real. B2B technology implementations are rarely smooth from start to finish. Don’t be afraid to discuss any issues that you encountered along the way. Showing how you handled problems can speak volumes about your customer support.

2. A killer Headline

While 80% of your audience will read your headline, only 20% will go on to read the rest of your content. This means that headlines can have an enormous impact on your case study’s success.

A strong case study headline includes the following:

  • Your customer’s name
  • The problem that you solved
  • A major result that your customer achieved, along with a number to support it
  • Power words that elicit emotions

3. Quotes From Your Customer

Creating a case study can take a long time, especially when you need to wait for customer interviews and approvals. If you’re short on time, you might feel forced to write success stories from your perspective or forego quotes from your customers.

But a case study without quotes lacks credibility and kills your marketing magic.


Prospects are more likely to believe you if they hear from your customers in their words. It’s worth the time to interview your customers and add their voice to your stories.

4. Multimedia

Multimedia can make your case studies more engaging and help you connect with auditory Go to the full article.

Source:: Business2Community