With the wealth of B2B marketing data available today, marketers have a range of different content types they can leverage to reach their target audience.
But, while companies use blogs, newsletters, and white papers with varying levels of success, case studies are consistently one of the most impactful pieces of content. A well-crafted case study helps transform warm leads into paying customers. It is the reason why case studies are the second most-used form of content in 2018.
Admittedly, putting together a good case study does take some work. Marketers need to analyze their B2B marketing data, find a target customer and get their approval, then craft a well-written narrative that speaks to the needs and pain points of their target audience. Here are 3 reasons why they are worth the effort:
3 Reasons to Start Using Case Studies
#1. They put your value proposition into a real-life context.
Your audience may understand perfectly well what your company does. They understand your product or service and theoretically, they understand the purpose it serves in their industry. But, case studies take things a step further: they help customers see your value in a real-life setting. A potential customer can read your case study and identify with the client you highlighted. They can relate to the troubles that client faced. Then, they can see your company swoop in and provide a solution to those troubles.
That real-world context is a valuable marketing tool at the later stages of the customer journey. As your customer begins shopping around for a solution to an existing problem in their business, your case study helps them envision how your solution will impact their business. That vision can often be the factor that propels them across your finish line and turns them into a paying customer.
#2. They set you apart from your competitors.
Most companies today leverage case studies in some form or fashion, so it is not that the case study itself sets you apart from the competition. Rather, the content of the case study itself can act as a key differentiator. If your company targets SMEs, highlighting the way your solution helped a small business succeed can set you apart from a competitor with a case study about a Fortune 500 company. Putting the focus on a particular product feature that you know differentiates you from competitors can work also.
The key is to create case studies for every niche your company serves. That way, any prospective client can find a relevant example to identify with on your website.
#3. They boost brand awareness.
Often times, the client you feature in your case study will want to share their involvement in your case study with their audience as well. Whether through promotion on social channels, a blog post, or some other type of content, that free promotion helps get the word out about your brand to a wider audience and can potentially drive more leads.
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