Why do some case studies fizz with value while others can even blunt your marketing? Powerful metrics and strong quotes from a well-known brand will help. But there’s more to it.
Wading through porridge?
Having written dozens of case studies over the years for B2B tech brands, I’m often surprised at the dullness of some success stories. Reading them feels like you’re wading through porridge.
But here’s some great news for B2B tech marketers. It’s easy to stand out with a great customer story.
Here are five ingredients for a successful B2B tech case study:
Ingredient 1 – The value must be clear and upfront
C-suite executives and other decision makers may not want to wade through 500-1200 words. Respect their time.
Give them an executive summary, concise intro and the key facts, right at the start. If that’s all they read, it’s enough.
Ingredient 2 – The customer is the hero
It’s important to follow a narrative arc where the customer is the hero (not your brand). Your company plays a modest role and working with you should sound easy.
The customer stays in control and claims the glory — not just great results for their business, but benefits that help their team on a human level.
Ingredient 3 – You keep up the pace
Any long-form content can lose momentum. It’s important to tell a story with twists and turns to keep the reader invested.
Write in short paragraphs and start some sentences with words like ‘But’, ‘Before long’, ‘Suddenly’, ‘Then’ and ‘Immediately’. This keeps a sense of pace and drama. Use sub-headings every 2-4 paragraphs for speed-reading.
Ingredient 4 – You point to more success ahead
If your brand wants to build long-term relationships with businesses, don’t stop the story once the solution is up and running.
Instead, point to a successful partnership with the customer that’s going forward. Hint at exciting areas you’re exploring together.
Ingredient 5 – You end with a meaningful call to action (CTA)
I’ve seen so many case studies leaving the reader hanging at the end. There’s no CTA or maybe just the default ‘Contact us’ link.
Much better to create a custom CTA with a link to a helpful asset or web page on this topic — and warm invitation to discuss challenges and opportunities.
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.
Why B2B tech case studies matter
Also see our blog about Tapping into extra value from B2B tech case studies. You’ll find new ways to get extra mileage from your customer success stories.
Frequently Asked Questions
What is the typical process a copywriting service uses for case studies?
A skilled copywriter can interview your client on a video call using pre-agreed questions based on your brief. Alternatively, you could interview the client yourself or have a Q&A form completed by your account manager and approved by the client.
What should I expect a professional copywriter to deliver for a B2B case study?
An experienced copywriter understands that the value of a case study lies in ROI metrics, meaningful quotes, and telling an inspiring story that builds trust and credibility in a brand.
What expertise should a copywriting service have in B2B case studies?
A copywriter should understand the issues that businesses face today. They can quickly identify the challenges and opportunities faced by the customer in your story and explain how your product made the difference.
How do I evaluate whether a writer understands my industry or sector?
Ask the writer about their previous experience in your sector. Good copywriters will be upfront about their specialist areas. There is usually a learning curve as a new writer gets up to speed with your brand and its mission.
How long does a typical case study project take from start to finish?
A professional case study can take as little as four weeks if you already have a client interview recorded or a Q&A form completed by your account manager and approved by the client, allowing the copywriter to start immediately.