When it comes to winning over prospects in the B2B space, few things are as impactful as customer case studies. They serve as powerful proof of your capabilities and are instrumential to your sales strategy, acting as a compelling endorsement for your product or service that can significantly increase your credibility.
Today we'll delve into why customer case studies are so important, walk you through the steps to create them, and share how they can help your business rise above the competition.
A customer case study shares the story of how your product or service helped a client overcome a challenge, reach a goal or improve their operations. They are essentially testimonials on steroids that provide insight into the problem solving capabilities of your product or service.
According to research, 97% of B2B customers cite testimonials and peer recommendations as the most reliable type of content. Prospects need to see how your product or service works in a real-world application before they are convinced of its worth. Case studies offer your potential customers with a detailed scenario that not only shows your product in action but also allows them to visualise how your product can help them.
Step 1: Choose a Stellar Client. The first step in creating a case study is to choose a client that has been successful through the use of your product. The more recognized the client is, the more authoritative your case study will appear, but value-driven results are paramount.
Step 2: Conduct Interviews. Coordinate with the client to conduct an interview — this can be over the phone, face-to-face, or even via email. The interview should cover the problem that the client was facing, why they chose your product or service, and how it provided a solution. Also try to get some direct quotes that can be leveraged in the case study.
Step 3: Write Your Case Study. After the interview, it's time to turn your notes into a compelling narrative that follows this structure:
Step 4: Add Visuals. To make your case study more impactful, incorporate relevant visuals. Graphs, charts, or photos that illustrate your product/service’s effectiveness are not only more engaging, they also tend to be more persuasive.
Step 5: Seek Client Approval. This is a crucial step. Once your case study is complete, send it to the client for review and approval. This ensures accuracy and fosters trust with your clients.
Case studies can be flexibly used across various platforms and channels.
Website/Resource Hub: Most companies host their customer case studies on their website. Customers are often looking for this information, so make sure to display it in an easily accessible location.
Sales Material: The primary use of case studies is to help close sales. They make for a highly effective tool to share with potential customers who might be on the fence.
Social Media: Sharing case studies on your social media channels can also drive interest and traffic.
Email marketing: Case studies may be older than digital marketing, but don’t let their age fool you – they can be a powerful addition to your email marketing strategy.
Onboarding New Customers: They can be shared with new customers to bolster their confidence in your product or service.
Press Release: Depending on the magnitude of the case study, they can even morph into press releases to garner added media attention.
In today's intensely competitive marketplace, it's not enough to rely on conventional forms of advertising and promotion. It's necessary to showcase the value your product or service has provided to existing customers. We're operating in a testimonials-driven economy and customer case studies are your greatest sales accelerator.
Closing the deal in B2B sales requires trust, rapport, and proof of your product’s value proposition. Case studies are a pedestal to showcase all of these in one go, making them indispensable to your overall sales strategy. For platforms like Aomni, it's easily achievable to curate these case studies, share them appropriately and make sure they reach the right eyes at the right time.