Are you a B2B marketer looking to write mind-blowing case studies? If so, you’re in the right place. In this article, we’ll share some tips on how to write case studies that will help you close more deals and win more business. Case studies are an incredibly important element of the B2B marketing and sales process. They allow customers to get a taste of what your organization can provide and has provided to previous customers. Here at Zipline, we’re constantly working to help our clients create better and more compelling case studies and today we’re going to share some of our favorite tips for authoring great case studies that move the needle:
- Focus your case study on the outcomes you provided
- Write your case studies for your target audiences
- Keep your case studies short and to the point
- Use graphics, video, and infographics to engage readers
Focus your case study on the outcomes you provided
When you’re writing a case study, it’s important to focus on the outcomes you provided for your customer. What did they set out to achieve and how did you help them? This is what your potential customers want to know and this is what will compel them to work with you. Nobody wants to read 100 pages of fluff. Your potential customers want to know what kind of results you will deliver for their investment. Make it clear, direct, and compelling. Make it easy to ready and easy to understand the value you provide.
Write your case studies for your target audiences
Your case studies should be written for your target audiences. Keep in mind who you are trying to reach and what kinds of information they will find useful. If you’re selling to large enterprise organizations, they will want to see case studies that reflect their size and scope as well as your ability to deliver at scale. If you’re selling to small businesses, they will want to see case studies that reflect their needs and the value provided. Keep your target audiences in mind when you’re writing and make sure you’re providing the information they need to make a purchasing decision.
Also, remember that in B2B buying situations there are a lot of decision-makers that may be reviewing your case studies. The average B2B sale has 12-14 decision-makers. Make sure to speak to the full range of personas that are likely to interact with your case study. Provide relevant information for the full range of personas as the case study is likely to be shared internally by your prospect.
Use graphics, video, and infographics to engage readers
Graphics, videos, and infographics are a great way to engage readers and break up the text. They can also be used to highlight key points and statistics. They allow users to quickly scan the information without reading the entire case study to get the point and to see the value. It is important that these elements add to the story as opposed to detracting from it.
Also, remember that in B2B buying situations there are a lot of decision-makers that may be reviewing your case studies. The average B2B sale has 12-14 decision-makers. Make sure to speak to the full range of personas that are likely to interact with your case study. Provide relevant information for the full range of personas as the case study is likely to be shared internally by your prospect.
Most importantly, once you have case studies use them
Don’t let your case studies collect dust on a shelf. Use them in your sales process and on your website. Make sure they are easy to find and that they are being used by the people who need them. You can use them as gated content to collect emails or publish them and make them easy to digest. There are a number of ways to promote your case studies including:
- Direct distribution by your sales team
- Email marketing
- Website placement gated or ungated
- Social media and social advertising
- Blog posts
- Industry publications and partnerships
- Press releases and syndicated content
Also, don't forget to measure your B2B case studies
Make sure you know your numbers. How effective are your case studies? How many leads are you generating? How many deals are you closing? What is the ROI of your case study marketing efforts? These are all important metrics to track to ensure that your case studies are providing value for your organization. There are a variety of ways to track the downloads of your case studies as well as engagement from them using website analytics, call tracking numbers, email tracking, and a variety of other solutions. Work within your tracking ecosystem to gather as much data as you can on the use of your case studies so that you can continue to improve their effectiveness.
Creating compelling case studies doesn’t have to be a daunting task. Keep these tips in mind and you’ll be well on your way to writing case studies that will help you close more deals and win more business.
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