Case Studies

Tips on case study creation, writing and marketing.

13 Ways to Generate Leads with Social Media, Email or Direct Mail

January 12, 2022 by 2 comments
13 Ways to Generate Leads with Social Media, Email or Direct Mail

One of the most effective ways to generate leads in B2B is with a tweet, LinkedIn update, email, or brief letter offering valuable information to a well-targeted list of prospects.

Here are 13 ways to generate leads for your company with this sturdy, time-tested technique.

1. Offer a free white ...

Continue reading...

5 More Tips for Case Studies that Captivate

December 6, 2021 by 2 comments
5 More Tips for Case Studies that Captivate

Case studies are powerful B2B marketing tools, but they need to be carefully constructed to capture and hold your readers' attention.

So, I didn’t want to stop with the five tips for case studies I presented in my previous essay; I came up with five more! I hope you'll ...

Continue reading...

5 Quick Tips for Case Studies that Captivate

November 8, 2021 by 3 comments
5 Quick Tips for Case Studies that Captivate

Are you taking full advantage of the power of case studies?

Case studies are among the most read and most shared of all marketing content. Surveys of technology buyers by Eccolo Media, for example, ranked case studies third in consumption behind brochures and white papers, and second only to white ...

Continue reading...

5 Compelling Alternatives to the Traditional Case Study Format

August 11, 2021 by Leave a comment
5 Compelling Alternatives to the Traditional Case Study Format

Case studies have long been one of the most popular and influential forms of marketing content.

In Eccolo Media's annual B2B Technology Collateral Survey Reports (2008 to 2014), for example, technology buyers ranked case studies the second most influential content type – trailing only white papers – seven years in ...

Continue reading...

The Implementation: Another Crucial, Ingredient for Case Study Success

June 21, 2021 by Leave a comment
The Implementation: Another Crucial,  Ingredient for Case Study Success

When prospects talk with your salespeople about purchasing your solutions, what are some of their biggest concerns?

If you're like most tech industry executives, I'll bet your list includes:

  • What will it take to implement your solution?
  • How long will it take to get it up and running?
  • What problems might we ...
Continue reading...

The Customer’s Journey – A Key (but Often Missing) Ingredient for Case Study Success

June 13, 2021 by 3 comments
The Customer’s Journey – A Key (but Often Missing) Ingredient for Case Study Success

As B2B marketers, we're all familiar with the classic structure of a case study:

But is that really all there is to it?

Many marketing managers and copywriters seem to think so. Search through the resource pages of technology company websites, and you'll find scores of customer case studies divided ...

Continue reading...

5 Reasons Why Website Visitors Aren’t Reading Your Case Studies… And a Simple Fix for Each

May 10, 2021 by 1 comment
5 Reasons Why Website Visitors Aren’t Reading Your Case Studies… And a Simple Fix for Each

Are you using customer case studies in your marketing mix?

If so, let me ask you this: Are your website visitors reading them?

I ask because I find a lot of technology company websites don't make it easy for visitors to find and download case studies.

Why make it difficult ...

Continue reading...

5 Reasons Why Case Studies are Your Most Effective Content During Times of Crisis

November 11, 2020 by Leave a comment
5 Reasons Why Case Studies are Your Most Effective Content During Times of Crisis

The global economic crisis caused by this year's COVID-19 pandemic has affected companies and workers in all sectors.

Workers with less money to spend are more hesitant about spending it. The same is true of businesses. But just like workers need to be paid, businesses need revenue if they’re going ...

Continue reading...

7 Tips for Building a “Perfect” Case Study

October 11, 2020 by Leave a comment
7 Tips for Building a “Perfect” Case Study

Let me begin by saying this: there is no such thing as the perfect case study. Every piece of content is going to have its flaws. Besides, a case study doesn’t have to be perfect to be effective.

What I mean by a “perfect” case study is one that fully ...

Continue reading...

Four Ways to Gain Press Coverage with Case Studies

October 23, 2019 by Leave a comment
Four Ways to Gain Press Coverage with Case Studies

A few years ago, when I posted a link to my article 8 Ways to Leverage Case Studies in Your Other Marketing Communications on LinkedIn, I received the following comment from a software marketing manager:

"One item I would add to your list: Industry-specific publications are always interested in customer stories."

I totally agree.

But because trade publications are not under the direct control of your marketing communications department, I wanted to talk about them separately. In fact, I admitted to that marketing manager, "I was saving that one for my next article!"

Continue reading...