Has your sales team asked you what marketing has done for them lately? If so, you should produce a case study. Presented in a “problem, solution, and results” format, case studies are narratives that support sales by honing in on the most common pain points of the personas you sell to — and then they offer a real-world solution with demonstrated results. When your sales team shares these long-form testimonials with prospects, it can be the tipping point that helps them close the deal. Potential customers can see how you helped someone else and believe that you can do it for them, too.
Show Don’t Tell
With more and more ways to consume media these days, people are inundated with sales pitches. They want proof. By using a case study, you have an opportunity to show them how your business provided a product or service to solve a real problem…a problem they might have, too. The more data you can provide in a case study, the better. Provide the proof they are waiting for.
Answer “What’s In It For Me?”
By providing an actual example of a real-world application, the burden of proof is lifted and the question changes from “why would I buy your product or service?” to “why wouldn’t that work for me?” That’s a much warmer conversation for your sales team, and one step closer to converting a prospect to a customer.
The key to a well-produced case study is your source. When you have a happy customer, consider asking them to contribute to a case study by providing a testimonial. Depending on the amount of feedback, case studies can be long or short — and are often great fodder for advertising and public relations efforts. If you sell to a variety of industries (or verticals within one industry) case studies also help show how the solution can be customized and applied to different businesses models. Consider choosing sources from industries and verticals you think have the best growth opportunity.