The Humanity of Case Studies

If you haven’t incorporated case studies into your overall marketing campaign, now’s the time to start. Making use of customer case studies is a great way to add an additional layer of depth to your marketing campaign. It does what your content campaign and your top-notch calls to action can’t do: gives concrete proof of how your products are helping your customers.
The importance of case studies is especially true in the world of B2B marketing. Unlike individual consumers, companies prefer a more data-driven approach to help inform their purchasing decisions. And a well-crafted case study filled with success stories, customer testimonials, and statistics is able to accomplish just that.

It’s about Connecting with Your Customers

There’s no denying that content creation is the engine that powers the inbound marketing machine. However, a successful marketing strategy requires a bit more. After all, the purpose of content creation is to educate and generate interest, not reach customers on a personal level. That’s where case studies come in.
There’s a reason why case studies are so effective – they provide us with tangible evidence. They’re filled with customer success stories from people who’re just like us, and that makes it easier for us to visualize how the same product can help us. It’s much easier to find the value in a product when we’re able to see how it’s applied in the real world.
Another reason why case studies are successful is because they’re more credible. Everyone knows that a company is going to represent their brand in the most positive light, but case studies represent the viewpoint of the customer, not the company. In other words, you’re successfully turning loyal customers into your brand advocates every time you release a case study. Having your product vouched for by people with no ties to your company is powerful, and potential customers are more likely to take those testimonials into account than your call to action.
Ultimately, customers want to see the human side of the company and case studies are a way to do that. For the same reason, it’s important that your case study doesn’t come across as too salesy. It’s not a pitch. Customers can notice gimmicks from a mile away, so if you’ve not had experience developing case studies in the past, you may want to outsource to a company who has.