Content is the lifeblood of the sales and marketing efforts of a B2B firm. And, when it is about B2B marketing, case studies are a gold mine. They help establish credibility and move leads along through the sales funnel. According to a report, 71% of B2B marketers use case studies as part of B2B marketing strategies. However, if you haven’t used this for your firm, it’s time to include case studies in your marketing strategies. Continue reading this post to learn how to write effective B2B case studies.
What is a B2B Case Study?
A B2B case study is a piece of marketing content that helps increase sales. It helps you share your client’s success with your prospects in order to position your company as a trusted leader. In other words, it is the ‘before and after representation’ of your client’s success. Many people assume that a case study is a self-congratulating marketing piece. But that’s not true. According to B2B consultant experts, the main aim of the case study is to help would-be clients understand how your B2B firm can help them. So, a well-written case study can convert a prospect into a client.
Structure of a B2B Case Study
The structure can vary based on different factors, but a simple and logical case study works for all. The basic structure of B2B case study should include:
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- Headline
The headline should be solution-related, including the client’s name and specific problem. This will help prospects identify the case studies that apply to them.
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- Overview
The next step is to explain what the case study is all about. So, write a brief overview of the problem, solution, and result.
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- Process
Explain the process involved that helped them reach the expected results. Then, share the details so the potential lead can understand how you can help their business grow. In this section, you can get technical if required.
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- Results
Explain the results in detail, along with any facts and figures.
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- Client Quote
You can use client quotes in the testimonial section and case studies.
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- Call to Action
The last step is to link your services, or a suitable next action in your sales funnel, and write an effective call to action.
How to Write an Effective B2B Case Study
Before writing a case study, you must familiarize yourself with its essential elements. Keep reading to learn how you can write an engaging case study that will keep your readers engaged, and leave them informed and interested in hearing more from you.
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- An Intriguing Title
Including the client’s name in the headline shows that it is a real-life example. Justy the client’s name is not enough to make the headline interesting and captivating. The three important elements of a case study title include – the client’s company name, the product or service they used, and results that your clients got after partnering with you. Mentioning the products/services help potential leads decide if this is a case study they should be looking at.
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- Short Executive Summary
The executive summary should be short but impactful. First, introduce your client’s challenges when they hired you and what your B2B firm did to help them. Then, in the next step, outline a few results backed up with data. Finally, ensure that the summary is clear and captivating.
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- Portray the Client as the Hero of the Case Study
A common mistake that B2B marketers make with this step is writing good things about their company. Well, that’s not what your readers want to know. Many experienced B2B growth consultants say that people are not interested in knowing how great your firm is; rather, they want a case study to share the client’s opinion about your services or products. So, share your client’s details, like the size of their company and the person you interviewed. The focus of the case study should be the success of your client.
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- Use Quotes to Add Credibility
Using quotes is a popular tactic when writing an honest and engaging B2B case study. Use the client’s words to add credibility and personality to the case study. However, make sure the quotes you highlight are relevant and specific. Pro tip – include a headshot of the client to make your case study trustworthy.
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- Use Statistics
When you want to showcase your client’s success with your products/services, numbers play a vital role. Statistics make a case study look objective, reliable, and convincing. However, if you don’t have metrics, don’t fret! Another way to make a case study impactful is to start with the best quote because social proof is as effective as numbers. Then, ask your clients what your service means to their business and list those benefits in an infographic. In addition, you can also describe the before and after experience of the client.
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- Call to Action
A case study is incomplete without a call to action. After reading the case study, it helps guide your readers where you want them to go. A CTA should be a specific statement directly speaking to the target audience. Other tips to make a CTA stand out include – using design to make your CTA unique and writing a clear CTA mentioning what you want your readers to do. You can have more than one CTA if required.
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- Get Inspired By Your Competitors
Apart from the tips shared in this post, you can get ideas for writing effective case studies from your competitors. Of course, you don’t have to copy their style, but you can surely learn and get inspired by their content. Try critiquing their case studies, note the hits and misses you find and learn from them.
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- Important Tips in Order to Squeeze the Most Value From Case Studies
You can follow the tips shared below if you want more eyeballs on your case studies.
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- Dedicate a section of your website to case studies.
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- You can also promote case studies on your home page.
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- Re-purpose case studies and share them in the form of videos so you can promote them on social media and e-newsletters.
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- Hand the case studies to the sales team so they can make the most of them.
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- Use case studies in presentations and conferences if it is relevant.
Things to Avoid When Writing B2B Case Studies
Here we’ll share the common B2B case study mistakes you must avoid.
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- Factual or Grammatical Mistakes
Various decision-makers are involved when you sell a product or service to a business. So, check the case study twice before posting to avoid factual or grammatical mistakes. It may harm your reputation.
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- Case Study Sounding like a Marketing Pitch
Even if you write a case study beautifully, it should not look cheesy. Remember, it’s a case study, not a marketing pitch. In addition, you can use the help of B2B marketing playbook products to write an effective case study.
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- Too Much Information
Avoid adding unnecessary details in the case study. Otherwise, your leads may end up with eye strain. You can write around 2-3 pages with proper room for white space and graphics.
Make Engaging and Effective Case Studies with Company Expert
Case studies are among the top 3 most effective content types for B2B businesses. Therefore, case study development must be on your marketing calendar. If you don’t want your case study to look like another sales pitch, follow the tips shared in this post to write an engaging and result-driven case study.
Writing a case study looks like a lengthy process, but it is worth the time and effort. Once you gather the data and master the skills, you can prepare a rewarding case study. Company Expert offers effective tools that provide a 6-step guide to developing robust case studies that capture the reader’s attention. You can use our playbook products and consult our highly specialized consulting team for a sustainable and repeatable path to growth. Schedule a free consultation today!