Compelling case studies have the potential to build trust and credibility with B2B tech audiences. But look closely and there’s often untapped value for marketers in the AI era. Let’s dig deeper.
Traditional vs. AI-era B2B tech marketing
Back in the day, case studies were seen as a dry-but-weighty brand endorsement. Tech brands would wheel them out during the middle or end of the marketing funnel to underline credibility.
But B2B tech marketers need to rethink their case study strategy. Why? The reason is simple …
Customer stories are a great antidote to AI slop
You’ve got an authentic story to tell that’s different to competitors who may be creating generic, superficial assets with generative AI.
Lean into what’s different and special about the story; the customer’s scenario, challenges and rewards.
Here’s how to generate extra value from new and existing case studies …
Creating new case studies
Be bold when asking customers to agree to a case study. Discuss up-front how you’d like to position them in alignment with their own mission statement — so this is a win/win for both of you. Get their sign-off for wider use, not just a traditional case study.
The customer story can then be used for the full-length case study, but also repurposed and atomised for other assets:
- A short, concise version of the case study that captures the key facts
- Go-to-market campaign nurture emails that link to the case study (which feels more top-of-funnel)
- An infographic based on the case study
- LinkedIn snippets about the story
- Multiple social media posts citing metrics and quotes, linking to the short case study
- Metrics and quotes you can use on web pages and in company presentations
Some of these ideas may be obvious. But here are two others that people often overlook …
Getting extra value from case studies
Animated GIFs for social media: I’m working with a top global tech brand. Over the past three years we’ve produced 50-plus animated GIFs for social media. They tell the customer’s story in 3-4 frames, plus a compelling call-to-action. It’s a fresh and exciting way to present the story as a hero journey. What’s more, it drives great engagement.
Entries for business awards: Don’t miss this trick. If you’ve got a standout case study, then you could be 90% towards a ready-made entry for a prestigious business award. You’ve done the hard yards already. With a few tweaks, you could be in the frame for a top trophy. This could reflect well on your brand, your customer and your own reputation within the company. I’ve helped a tech brand and one of the UK’s top food companies win awards.
What about older case studies?
Don’t give up on them. We can use them too.
Next steps?
Let’s make your next case study really count as part of your B2B marketing content or for specific go-to-market (GTM) campaign assets.
Also see our blog about Five ingredients for a standout B2B tech case study. Discover why some case studies fizz with value while others can even blunt your marketing.
Credit: Photo by Vivu Vietnam on Unsplash