Tech company marketers searching for ways to generate more sales leads should turn to a tried-and-true public relations tool: the goodold-fashioned case study.
As I wrote in my previous blog (“4 PR Tips To Showcase Customer Success Stories And Generate Awareness”), case studies are a go-to resource for B2B buyers. In its 2018 Content Preferences Survey Report, Demand Gen found that 79 percent of B2B buyers used case studies when making purchasing decisions and that 64 percent of buyers shared case studies with colleagues.
Having served as Chief Financial Officer for several companies, I know firsthand how helpful a clearly written and well-designed case study can be when making buying decisions. The best ones did as advertised (PR pun intended): identified a problem, provided a solution, described the actions taken and backed everything up with data to validate value and return on investment.
Here are four tips to create case studies that will generate interest and sales leads:
1. Focus on storytelling
Case studies are about sharing the experiences of happy customers. They provide the platform to tell your company’s story from the perspective of satisfied clients. The value of these stories is that they serve as a third-party endorsement and help build trust in your company and brand.
2. Avoid the hype and jargon
Limit the use of marketing buzzwords and technical jargon in your case studies and, above all else, do not over-hype your company’s product/service. Savvy B2B buyers will see right through words like “transformative,” “revolutionary,” “cutting-edge” and my favorite over-used word, “disruptive.”
Limit the use of marketing buzzwords and technical jargon in your case studies and, above all else, do not over-hype your company’s product/service.
3. Trust, but verify
B2B buyers look for hard data when selecting vendors, so be specific in describing what you accomplished for your clients. Focus on the key metrics of your industry or numbers that will make the most impact, such as cost savings, new revenue generated, return on investment and time saved.
4. Stick to the case study script
There’s no need to re-invent the wheel, so stick to these three sections in your case study:
- Situation: Briefly summarize in a few paragraphs the challenge or challenges your client faced. Explain why they selected your company.
- Actions/Solution: Describe in detail the strategies and tactics your company implemented – and the reasons why – to achieve the desired results.
- Results: Explain how your company’s solution solved your customer’s problem. Back it up with data.
Case studies are a time-tested tool to aid decision makers during their buying journey and help your company convert sales prospects to closed deals. Post several case studies on your website and I bet you will see a noticeable increase in lead generation.