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In my experience, sales teams want case studies, but marketing teams are cynical about the engagement they generate.That’s when you end up with boring or lazily written, text-heavy advertisements that do nothing to persuade readers.
A case study response would include the following elements: Introduce the main purpose of the case study and briefly outline the overall problem to be solved.
Write a brief description of the case under discussion giving an outline of the main issues involved.
Try to feature customers who most represent your prospects. (For some, it can be tempting to feature the “big name” client in your case study.
But if the rest of your clients are small- to medium-sized businesses, the case study may not resonate.) Some 78% of B2B buyers placed greater emphasis on the trustworthiness of a piece of content’s source in 2018—the single largest shift in content consumption habits last year.
Here’s a classic example of a text-heavy and overly promotional case study: they want case studies. Case studies have the potential to fast-track buyers through this self-directed journey, combining everything they need to make a decision—social proof, stories, emotional connection, and data—into one document.
Those elements help buyers know, like, and trust your company. Research shows that word-of-mouth marketing is directly responsible for 20–50% of sales.Fractl’s case studies place metrics front and center: You may not have data to draw on.Your product may be new, or your results may be hidden behind a non-disclosure agreement.Your access to the NCBI website at gov has been temporarily blocked due to a possible misuse/abuse situation involving your site.This is not an indication of a security issue such as a virus or attack.But short of corralling passionate brand advocates into a room with prospects, it’s not easy to manufacture. Real success stories from genuine customers grab prospects’ attention, especially as more and more tune out traditional advertising. Did you know that we all have the ability to “catch” each others’ emotions?For example, in sports, when a team is in a good mood, the upbeat spirit transfers to individual players.And when teams are happier, they tend to play better.Same goes for when someone says that they “love your product,” others are more likely to as well.Always assume that your reader knows nothing of the assignment task and provide enough information to give a context for your discussion of the issues.Discuss the issues raised one by one, using information gained from your research of the academic literature.