Case Studies - The Dark Horse of B2B Marketing (And No, We're Not Talking About Katy Perry)
Okay, my dear business partner, get your coffee and take a seat. Today, we'll talk about something a little different. We're not talking about TikTok, Instagram, or those amusing memes that have taken over our workplace productivity. No, we're going to explore the seductive world of case studies. Yes, you read it correctly. In the same line, "sexy" and "case studies" I guarantee it's not an oxymoron.
Case studies, you see, are the mullets of content marketing in the great scheme of B2B marketing - business in the front, party in the back. They are the marketing world's sleepers, the tremendous hidden weapon lying in plain sight. Everyone is so focused on creating the next popular hashtag that they ignore the inherent beauty of a well-executed case study.
"A case study?" you're presumably wondering. Really? My friend, you must have had a really miserable existence." Maybe, but at the very least, I grasp the power of this marketing gem! You could also believe they're as boring as watching paint dry, but if done well, they can be the Will Smith of your marketing approach. Are you ready for this?
Let's start with the fundamentals. In essence, a case study is a paper, or even a fairy tale (because who doesn't love fairy tales?) that outlines how your product or service solved an issue for a real-life customer. It's as concrete as you can get without actually pouring concrete. They're genuine tales, not the type you tell at an office party after a few beers.
The hitch, though, is that a successful case study isn't about you or your product; it's about your clients and their experience. Sorry, no one wants to read about how amazing your product is. They want to read a story about conquering hardship with THEM as the hero and your product as the dependable sidekick.
Let's assume you sell, what, multilingual hamster wheels? Your case study shouldn't merely babble on about how your wheel can translate 152 languages or how exact the engineering behind it is. It should relate the touching story of young Timmy, who wished to converse with his favorite hamster, Fuzzball.
As your high school English teacher would say, "show, don't tell." Demonstrate your multilingual hamster wheel (I know, it's crazy. Will you just go with it?) Timmy's connection with Fuzzball was revolutionized, and the small hamster was given a voice. Show them the end result, the actual advantages. In Timmy's situation, an interspecies bond that is budding. Isn't it simply wonderful?
Case studies are no longer just lovely bedtime tales for your clientele. They are powerful tools that may help your company gain trust and reputation. Consider yourself to be online dating (if you already are, I apologize). Isn't it true that your possible date will seek evidence that you're not a catfish? They'll look at your photos, read your profile, and follow your social media (come on, it's something we all do). Case studies accomplish the same thing for your company. They give social proof, or real proof that your product can accomplish what you claim it can.
But don't stop there. These case study bad guys are also marketing materials' Swiss army knives. They may be blog entries, infographics, videos, podcasts, or anything else you can think of. You If you really wanted to, you could even make them into interpretative dance routines (please don't, for everyone's sake).
Don't dismiss the small case study. It's a marketing tool with Mike Tyson's punch and George Clooney's charm. It's your closest buddy, your secret weapon, and a certain approach to increase your B2B marketing efforts. So go out and start writing case studies that Timmy and Fuzzball would be proud of!
So, the next time someone dismisses your suggestion for a case study, grin knowingly and respond, "Case studies, my friend, are the dark horse of B2B marketing." And if they don't catch the reference, it may be time to reconsider your friendship. Who hasn't heard of Katy Perry, after all?
