How to Write a B2B Case Study: 2 Lessons from Psychology!
Posted: Tue Dec 03, 2024 6:55 am
Seeking approval from others is part of human nature. As marketers, we know who our best sellers are: customers with their reviews and testimonials. What can demonstrate approval more than the trust and credibility that emerges from the texts of your own customers?
Research by TrustRadius shows that only 37% of B2B customers say they trust sellers , while the rest trust customers much more!
A 2008 study , which is a little older, revealed that case studies are not always the most convincing resources for potential customers. In fact, it revealed that 60% of B2B customers prefer ebooks and white papers to case studies.
Case studies should therefore be considered a missed opportunity, especially because, according to the Demand Gen Report 2018 conducted by LinkedIn, 79% of B2B users have read at least 1 case study in the last year .
1what-documents-have-you-read-in-the-last-12-months
The same research also confirms that this type of content is the second most shared on social media . This is very significant, especially since 94% of consumers search online for information about a product before completing the purchase, and the possibility of reading a case study increases the chances of sales!
So why can't they convince as they should?
Benefits of Case Studies
The case study has great potential. Thanks to the stories it tells, the features france phone number library it describes, the solutions it exposes, it manages to involve the lead and push it towards the right funnel .
The case study should move the lead down the funnel with three actions: helping the lead get to know you ( know ), like you ( like ), and trust your company ( trust ).
/
Know
According to research, 20-30% of sales come from word of mouth . To facilitate this process, a case study is an excellent tool. Talking about the benefits that can be obtained from a product, having a case study that demonstrates its effectiveness, will be easier for potential customers!
A company's success story attracts much more attention than a classic marketing technique!
Like
Case studies earn you some easy “likability points.”
Why? Simple, emotions are contagious . You know when you're on the street and you see someone smile and it makes you want to smile back? Well, the same mechanism is reflected almost everywhere. If you know that someone loves something, it will be easier for you to create a positive image of that something.
In other words, if a company is happy that you bought a product, you will be more likely to believe that it can be useful to you too!
If in your case study you convey that the company in question had a positive experience, that it “loved” your product, then it will be easier for the reader to identify with a similar situation. Furthermore, research has shown that this “feeling” is more common in B2B than in B2C!
People like to buy from those they love .
In addition, people tend to trust those who are similar to them, according to the mechanism of social proof . This is precisely why you should create case studies suitable for your buyer persona. This will make it easier to convey messages that are relevant and close to the concrete needs of those who read them! (By the way, did you know that with Lead Champion booster you can create different pop-up forms for the visitor's product sector?)
Research by TrustRadius shows that only 37% of B2B customers say they trust sellers , while the rest trust customers much more!
A 2008 study , which is a little older, revealed that case studies are not always the most convincing resources for potential customers. In fact, it revealed that 60% of B2B customers prefer ebooks and white papers to case studies.
Case studies should therefore be considered a missed opportunity, especially because, according to the Demand Gen Report 2018 conducted by LinkedIn, 79% of B2B users have read at least 1 case study in the last year .
1what-documents-have-you-read-in-the-last-12-months
The same research also confirms that this type of content is the second most shared on social media . This is very significant, especially since 94% of consumers search online for information about a product before completing the purchase, and the possibility of reading a case study increases the chances of sales!
So why can't they convince as they should?
Benefits of Case Studies
The case study has great potential. Thanks to the stories it tells, the features france phone number library it describes, the solutions it exposes, it manages to involve the lead and push it towards the right funnel .
The case study should move the lead down the funnel with three actions: helping the lead get to know you ( know ), like you ( like ), and trust your company ( trust ).
/
Know
According to research, 20-30% of sales come from word of mouth . To facilitate this process, a case study is an excellent tool. Talking about the benefits that can be obtained from a product, having a case study that demonstrates its effectiveness, will be easier for potential customers!
A company's success story attracts much more attention than a classic marketing technique!
Like
Case studies earn you some easy “likability points.”
Why? Simple, emotions are contagious . You know when you're on the street and you see someone smile and it makes you want to smile back? Well, the same mechanism is reflected almost everywhere. If you know that someone loves something, it will be easier for you to create a positive image of that something.
In other words, if a company is happy that you bought a product, you will be more likely to believe that it can be useful to you too!
If in your case study you convey that the company in question had a positive experience, that it “loved” your product, then it will be easier for the reader to identify with a similar situation. Furthermore, research has shown that this “feeling” is more common in B2B than in B2C!
People like to buy from those they love .
In addition, people tend to trust those who are similar to them, according to the mechanism of social proof . This is precisely why you should create case studies suitable for your buyer persona. This will make it easier to convey messages that are relevant and close to the concrete needs of those who read them! (By the way, did you know that with Lead Champion booster you can create different pop-up forms for the visitor's product sector?)