When it comes to influencing B2B buying decisions, a CMO Council study shows that case studies will convince your prospective buyers slightly more often (48% of the time) than either analyst reports (44%) or product reviews (40%) and only slightly less often than white papers from industry organizations (50%). More to the point, of the top five types of content that B2B buyers value, case studies are the only one your company can create itself.
In this brief slide deck, I discuss my experience turning case studies into lead generation and marketing tools and teach you how to use case studies to:
- Define or affirm your brand story
- Close deals
- Get free publicity for your company and your customers
- Strengthen your other marketing content