Here at the Content Bureau, we believe that the humble case study will never go out of style, even though other B2B marketing tools, like eBooks and video demonstrations, have been gaining a lot of ground lately.
Today’s marketers need high-quality marketing assets to target customer personas moving along journeys through the sales funnel. Case studies can work anywhere in your target buyer’s journey. Here are some examples of the value they can add:
- For lead generation: Instead of just listing your product’s features and benefits, case studies outline how your solution helped solve a specific problem, which can spark a prospect’s interest so they want to learn more. Repurposing case studies on your company’s blog is one of the easiest ways to fill your sales pipeline because blogs are more likely to appear in search results than other content.
- For nurturing prospects through your sales funnel: Your sales team already has a database full of leads. To develop the relevant content that will keep prospects engaged throughout the sales cycle, map out your case studies according to what you need to accomplish at each stage. You can create case studies to target different personas, industries, or vertical markets, or produce industry-specific content that features several customer stories.
- For cross- and upselling to existing customers: Case studies are also ideal for continued customer engagement and education after the sale. You don’t want a heavy sales pitch at this point—just valuable information. For instance, you can use a case study to demonstrate how a new solution works with an existing one. Also consider using case studies to reinforce the value of the product your customers just purchased, and show them how they might use it in other ways in the future. Perhaps there are customers using the same product to solve a different business problem, for example.
The case study still stands as one of the most versatile B2B marcom assets around. Want help producing compelling case studies? Need fresh ideas on how to get the most out of your customer reference program? Call us.