B2B tech case studies can outperform AI marketing content because they capture customer voices and offer verifiable proof. But that’s not all. You can get extra ROI by thinking outside the box – and using your case study content to create a stack of other high-value assets.
Case studies offer untapped value for B2B tech marketers in the AI era. As well as building trust and credibility, compelling customer stories can deliver so much extra ROI if you look more closely. 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. No problem there.
But B2B tech marketers need to rethink their case study strategy. Why? The reason is simple …
Why are customer stories a great antidote to AI slop?
You’ve done all the hard work providing products or services to your client. Now you’ve got an authentic story to tell that’s different to competitors who may be creating generic, superficial assets with generative AI.
To counter the AI marketing slop that’s out there, lean into what’s different and special about the story; the customer’s scenario, challenges and rewards. You can talk about the mind of a real person; their thoughts, aspirations and emotions. That’s something AI can’t replicate.
Here’s how to generate extra value from new and existing case studies.
How can you create new B2B tech case studies with extra ROI?
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, beyond a traditional case study.
You can then use the customer story for the full-length case study as well as repurpose and atomise it 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 …
How can you get more value from B2B tech case studies?
Animated GIFs for social media
Working with a top global tech brand, we’ve produced dozens of animated GIFs for social media. They tell the customer’s story in 3-4 frames and include a compelling call-to-action.
It’s a fresh and exciting way to present the story as a hero journey in a few seconds. What’s more, it drives great engagement.
Strong entries for B2B 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. We’ve helped a tech brand and one of the UK’s top food companies win top awards.
What about older B2B tech case studies?
Don’t ditch them. We can use them too. With skill, it’s possible to shorten and sharpen a wordy customer story into a concise case study that’s fizzing with value – without changing the facts or the meaning.
Just recently, we helped a UK software firm breathe new life into over 20 case studies as part of a major website redesign and content rethink.
Maximise the value of your next B2B tech case study
Here are all the ideas in one handly image.
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. With our help, you can get more ROI from your marketing budget and make the most of an authentic story that stands out from AI-generated slop.
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 blunt your marketing – or even damage your reputation.
Credit: Photo by Vivu Vietnam on Unsplash