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6 Proven Ways to Leverage Surveys In Your B2B Marketing Case Studies

Posted by Wendy Marx

leverage surveys in your b2b marketing case studies

Are your B2B marketing case studies inciting prospects to action -- or lulling them to sleep? Surveys may help to liven up your case studies, and create an influential tool. Exact numbers and percentages can add that WOW factor that your company needs.

The best B2B case studies know how to leverage surveys as a valuable piece of the marketing puzzle. Read more to discover how you can use this powerful tool to make a noticeable impact on your audience.

(For more information on how to use case studies in your B2B PR, click here.)

 

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1. Build Trust In Your Brand

Forget the idea of boastfully selling yourself. Companies are barraged with countless sales pitches. You don’t want to become just another voice in the crowd saying that you’re the best. Take a different approach.

Research and statistics are an engaging format that captures the attention of overwhelmed readers - Katie Martell CLICK_TO_TWEET.png

Data and statistics create that trust factor that fuels solid B2B relationships. It’s no longer about your opinion -- it’s about the facts!

“We’re the best at what we do” is an opinion that by itself isn't compelling.  Now try this one on for size: “Our company’s solution saved businesses like yours an average of 60% last year.” That has a whole lot more power and weight behind it because it has real, tangible data to support it. You won’t have to say that you’re the best because companies will automatically know it.

2. Repackage the Data

Once the survey is complete, you can craft it to fit multiple audiences. The following formats can be adapted from your case study and are useful across a variety of audiences:

  • Social media posts with a key statistic front and center
  • Blog posts that apply the information to the current B2B landscape
  • Guest posts about the survey data 
  • Checklists that feature your company’s statistics
  • Eye-catching infographic of the essential statistics
  • Slideshare of findings displayed in an engaging, visual format
  • An eBook of best practices highlighting your findings
  • A live webinar that takes viewers through your findings
  • A video Q and A with your executive about the survey
  • A podcast of that Q and A video

Use these surveys to garner respect in your industry and gaining B2B thought leadership.

Statistics are useful for social network shares and as added credibility to blog posts, ebooks, and articles. - Lee Odden CLICK_TO_TWEET.png

(For more helpful tips on creating killer content, click here.)

3. Shine the Lights On a Client's Problem Areas

If it ain’t broke, don’t fix it -- or so many business today believe. This creates a daunting hurdle when it comes to offering your product or service. You first need to show them the holes in their own armor. Shock them with statistical data in  your B2B marketing case studies that reveals a weak area where they need to change.

Once they see how their status quo is hurting their bottom line, you’ve won a place in their minds as an authority. They will no doubt think of you when it comes time to buy.

 

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4. Empower Your Sales Team With Authority

A shocking 82% of B2B decision makers feel that sales reps are unprepared. Your sales team is probably adept at talking persuasively about the many key features of your products. Yet, if they don’t have the winning statistics to convince businesses to use it, then -- SLAM -- your client’s mind is going to remain shut.

Equip your sales team with tools such as B2B marketing case studies with solutions that leverage data from your survey. This way they’ll be armed with the necessary tools to create a connection with clients and open their mind to consider what you have to offer.

5. Exchange This Data For Valuable Email Leads

Are you among the 85% for whom lead generation is their most important content marketing goal? Then you can use these surveys to reach that goal.

Your survey is unique and powerful information within your industry. Consider its worth. You want something of value in return. Email leads will give you this value. Set up a gated system where people need to enter their email address in order to access your insightful and industry-leading survey.

Once you set up this “gated” system, start attracting people who want the information. Release pieces of the survey in dribbles and drabs, such as in blog posts, infographics, and podcasts, to whet people’s appetite. Once they see the value, and know that they want it, they will happily hand over their email addresses -- cha-ching!

6. Procure SEO and Traffic

Encourage bloggers from authority sites to use your data and link back to your site. It creates a wider audience that may visit your site, and search engines love to see backlinks.

(Click here to see more useful SEO tips to help your B2B company climb up the search engine ladder.)

A powerful collection of statistics is a great way to attract the right kind of attention. Other B2B websites in your field will be eager to quote you on groundbreaking industry statistics, This will move you up that ever-powerful ladder to B2B thought leadership.

Surveys can at first seem boring and passé, but it's what you do with them that make them marketing gold. Used shrewdly, they're a great addition to any B2B marketing strategy and an effective way to jazz up your B2B marketing case studies.

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Aug 27, 2016
 
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Wendy Marx

Wendy Marx is the founder and president of Marx Communications, a boutique inbound marketing and public relations agency. An award-winning B2B public relations pro, she has helped many small- & medium-sized firms (SMBs) become well-known industry brands and transform their businesses, going from Anonymity to Industry Icon™.

Her business articles have appeared in The New York Times, InformationWeek, Inc., Advertising Age, & Fast Company, among other outlets. 

View all posts by Wendy Marx