Tell an emotionally resonant story

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But the best case studies I’ve come across truly celebrate the companies whose results are being spotlighted. These customer stories break down the smart strategies and talented execution that led to overcoming a challenge at hand. It’s more “Their team did this (and our product helped)” or “Their company achieved this (and our service played a role).”

In this approach, the subject of the case study is the star of the show, and your brand is a supporting actor. That might feel counterintuitive in some respects, but when deftly crafted, the content will still establish your solution as essential in this success story, and the reader will be better able to recognize its impact through the customer’s eyes.

Imagining case studies as co-branded assets

Another big benefit of creating truly customer-centered croatia telegram data case studies is that they also can become a case study for the company you are profiling. After all, you’re highlighting what they accomplished, how skilled their team is, how innovative their usage of your solution.

This flattering focus makes people within the featured company more likely to proactively share the case study in their own circles out of pride and excitement – precisely the kind of authentic reach brands should be aiming to achieve.

Purchase decisions are made emotionally. A study by CEB and Google famously illustrated that emotional connection is more likely to differentiate a B2B brand in the eyes of buyers than distinguishing features or functionalities. Those things matter, of course, but they shouldn’t be driving the narrative of your case study.

As Stephen Cheliotis wrote in an article for the Association of National Advertisers: “While practical considerations are vital in B2B purchases – you wouldn’t buy an IT system with flimsy security or hire a security firm with a questionable track record – the choice isn’t simply a binary one between rationality and emotion. It’s about combining the two, presenting the tangible benefits of your brand in a way that also elicits an emotional response to drive mental market share and greater impact.”