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B2B Marketing Case study


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Case studies offer an in-depth, insider view into how a particular customer successfully engaged with another company’s product or service.

Most B2B companies have one or more case studies in use. So, case study is not a new invention or something that businesses have used only in recent time. Case study has always been there; though some may not find it glamorous. However, it is popular for one basic reason and the reason is - it mostly always works.

The power of the case study is simple to understand. There can’t be anything else more persuasive than reading how a company has helped someone just like you? And helped them so much, they’ll sign up to tell the world about it?

Case studies are like branded storytelling that brings your company value to life through the experience of an existing customer.

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B2B Marketing Case study

  1. 1. B2B marketing 1
  2. 2. 2
  3. 3. During the sales process, potential clients are already throwing up mental roadblocks for why they shouldn't work with your company. It's just human nature. Case studies validate those fears and objections, while providing solid evidence that those same doubts are unfounded. Sharing a client's positive experience is far more effective than expecting prospects to just take your word for it. 3
  4. 4. Marketing What makes it special? 4
  5. 5. Decision making B2B markets have a more complex decision making process. B2B customers have their own resources, agenda, culture and approval processes. It is critical that you demonstrates a high level of expertise in all of its interactions with the varied target audience. 5
  6. 6. B2B buyers are more "Rational“ B2B buying happens for ROI. But individuals involved in B2B buying will not buy something unless they are sure that the decision will not affect their reputation. The decision therefore is based on trust and so, emotions do play a role in B2B buying. 6
  7. 7. Complex products In B2B markets products are usually more complicated. Businesses have higher and specific expectations like customization, integration, security, etc. In absence of a standardised product, there are challenges in designing the marketing options. 7
  8. 8. Less numbers There is a limited number of prospects for a B2B business and an even smaller number of early adopters. If you don’t establish real mutually beneficial relationships with prospects, you run the risk of losing customers and reputation. And, if you don’t satisfy their expectation, someone else will! 8
  9. 9. More people to deal with The B2B buying process involves more than one decision-makers – rresearchers, users, influencers, decision makers, gatekeepers. Marketing content need to address to needs, aspirations and fears of all individuals involved in B2B buying process.
  10. 10. Personal relations Personal relationships are more important In B2B markets. It’s crucial to learn how to build relationships. In B2B, clients will feel they have a relationship with you only when they believe that you understand their needs, their situation, their aspirations, their limitations, their goals, both at company and personal levels. 10
  11. 11. You got to use he right tools for B2B markets. Case studies offer a unique option to meet all requirements of B2B marketing. 11
  12. 12. Why case studies are important? 12
  13. 13. Everyone needs a reassurance When you are planning to buy something new in Amazon, how do you go bout it? There are good chances that you would look for reviews for the product to see what others are saying. You may also talk to friends if they have bought the product before. Why? Because you want to know what others think about it to get an reassurance that there is nothing bad about it. Case studies give you the chance to show those real-life stories of how you were able 13
  14. 14. Best used in closing deals At every stage of the sales cycle, content marketing can make or break your chances for closing the deal. Nowhere is this truer than the final decision-making phase. Your solution: case studies. 14
  15. 15. 15 Versatile use Benefits of case studies are not limited to the decision phase. Seventy one percent of B2B buyers in the awareness stage and seventy seven percent in the evaluation stage of the sales cycle acknowledge testimonials and case studies among the most influential content.
  16. 16. Helpful in clearing all roadblocks Case studies are an opportunity to address the roadblocks to your selling process - be it cost, experience, quality or anything. Use your clients’ words to tell the story for you. 16
  17. 17. 17 Focus on specific pain point Case studies are persuasive narratives featuring specific, real-world usage of a product to help demonstrate the value. Case studies are more than a simple testimonial from a customer. They speak to specific needs and customer pain. They are designed to sway purchase decisions and literally make a case for why a buyer should choose a certain product.
  18. 18. Building credibility Case studies are essentially anecdotal documents that provide a substantial proof that your product is effective. Case studies share a previous customer’s experience with your products in a way that adds a credibility. Case studies provide an effective way to build credibility and persuade potential customers to work with you, particularly in the B2B market where products can be complex and not necessarily ‘sexy’. 18
  19. 19. Conversion machine Case studies have a huge potential to convert. At each during the sales process, many of the potential clients tend to throw up mental roadblocks for why they shouldn't work with you. They need some convincing before they signed on the dotted line. Case studies validate those fears and objections, while providing solid evidence that those same doubts are unfounded. Someone else has tried your product or service and had undeniable success. Sharing a client's positive experience is far more effective than expecting prospects to just take your word for it. 19
  20. 20. Value for money Case studies have a high ROI. Compared to other types of B2B marketing. Case studies are often produced at low-cost for the potential rewards. 20
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  22. 22. 22 Length of a case study Some people say a shorter case study is better, while some others prefer a longer format. A size of 500 - 750 words is good.
  23. 23. Tell a story Case studies can be like stories. The format could follow a flow where, The problems or challenges faced by customer is the villain Your product is the hero Details on how the challenges were overcome is like the battle) Results are like a happy ending 23
  24. 24. Case study flow The Customer: Begin by putting the spotlight on the customer, not your product. The Challenge: "What condition was your customer trying to change or improve?" Encouraging the use of a customer quote in this section. The Journey: Though this section is often skipped, it's worth including, he says. Share the steps the customer took to solve the problem, including other products and services they investigated. This is the place in the story where the reader begins to identify and empathize. The Discovery: Tell the how customer found out about your company, teeing up the next part of the case study: how your product solved the customer's problem. The Solution: It's show-time! This is where you have unbridled freedom to pitch your product or service without fear of sounding too promotional. The Implementation: Share how the customer implemented your product or service, including details such as time commitment or obstacles overcome. The Results: Detail how well your product solved the customer's problem with as many specifics as possible. Finally, this is where you summarize and close your story. 24
  25. 25. Skim-able format Some buyers will read every word of your story,. While some others will look at only headlines, and other highlighted matters. Format of the case study can be made skim- able, using creativity and elements like pull quotes and sidebar summaries. 25
  26. 26. Feature story format Used frequently by feature story journalists . It uses a impactful and eye catching lead sentence or opening paragraph. 26
  27. 27. Q & A Q & A format works well with B2B markets. It is also useful as it takes little time to produce. 27
  28. 28. Videos, SlideShare Videos and SlideShare get shared easily. They also have more potential to catch the attention of your audience. 28
  29. 29. How to decide ? The style and tone of your case study should fit your product. There is no hard and fast rules for the format of your case study, but it should resonate with your business and target the interests of your perspective buyers. 29
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  31. 31. Your own website The most popular usage of case studies is posting them in your testimonials page in your company’s website. You can use visual elements to pop up interesting quotes or highlights or boxes or bubbles. You can link specific talk by the customer about a specific feature of your product during the case study, to the relevant page on your website. 31
  32. 32. Speaking engagements This channel works well wherever there is a group of people in a room that — if you pitched them right — would move the needle for your business. Case studies are ideal set of tools to accelerate this process. 32
  33. 33. Publicity You can do a press release of your case study , if your clients is ok for it. You can also pitch your case study to relevant media companies, who may like to feature your client. Media stories will also help boost your search engine ranking. 33
  34. 34. Social media You can share your case study on relevant social media including Twitter, LinkedIn and Facebook. You can also use social ads to drive traffic to the case studies. 34
  35. 35. Trade shows Trade shows offer you the opportunity to showcase your products in person. These events are often exclusive to industry insiders, and are designed to foster interactions between vendors and their prospects. You can use case studies in this this channel to build interest in what you’re building. 35
  36. 36. Blogs Case studies can be used in your company’s blog. Targeting blogs prospective customers read is also an effective ways to get attention from your prospective customers. 36
  37. 37. How do you decide on where to use a case study? In an early stage (upto product-market fit), you want to keep overhead at a minimum. Managing multiple channels creates overhead. Guiding factors - stage of your business building and of course your audience. 37
  38. 38. 38 Open this link to enrol into a course