The Power of B2B Marketing Case Studies

Posted by Wendy Marx

With so many great, new tactics for marketers, sometimes an old tried-and-true one gets forgotten. I’m talking about B2B marketing case studies -- tapping into a sincere recommendation from a satisfied customer. In this world of over-stimulation and media clutter, a simple story from a happy client can speak volumes. Ready to get started?

The Power of B2B Marketing Case Studies

In our automated world, adding a human element to your marketing is essential. As PR professionals, we need to seek ways to amplify the good karma around our brand, our product, or our services. Case studies are an excellent way to do that, expressing something instinctual in human beings.  An authentic case study provides a platform to share experiences, tell stories and give advice to those in need. This authenticity is rarely seen in other types of marketing.

Additionally, case studies put a face on an otherwise banal business. Customer success stories will help to differentiate your organization and remove you from the drudgery of having to sell on features.

Creating A Great Case Study

Creating great B2B marketing case studies require  that you first identify and recruit your most passionate customers. These customers are your evangelists,  the ones already telling your story to their friends and colleges. Make sure that they deliver their story in their own voice and style. Over coaching customers can lead to in-authentic content and storytelling.

In addition to selecting raving fans, you’ll also want to find clients who are articulate about the value of your products and services. The content and message of the case study must be compelling and motivate leads to want to learn more. So select customers who have a convincing story to share.


Case Study Distribution

Once you have developed the case study, you will need to distribute the content appropriately. The best ways to do that is on your website, your landing pages, your social media platforms, email marketing and via search engines. The latter can easily be accomplished with a press release.

Ask your clients to promote your content to their network of friends, fans and subscribers. By leveraging the network of your customers you effectively harness a much larger group of potential clients.


In conclusion, B2B case study marketing is an incredibly powerful tactic that can be utilized across multiple channels and networks. Additionally, case studies humanize your organization as no other marketing tactics can. They give you the ability to break free of selling on features and benefits, and allow you to tap into actual customer success.

So evaluate your customer base, and find the most passionate and articulate fans. Engage them and ask if they would be willing to tell their story on camera or in print. You will be amazed at the impact that these stories have on your organization's credibility and lead generation. So start creating case studies today!

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Jun 2, 2014

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. 

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