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What a powerful photo to complement a helpful post.


Indeed, the more you find you need case studies, the fewer customers are willing to provide a named one. There are many reasons why, one of which is a competitive sector.

I did not stop at service/solution, though and added that you need to have results.

Often, I've had to wait on case studies sales was pushing us to write prematurely, before the solution had been implemented.

Thanks Valeria, nice post. I agree case studies are hugely important for B2B -- if they are well produced. Making them effective, though, means addressing several common challenges:

- Getting clients to agree to participate by name (often especially difficult in highly competitive sectors, since they don't want to publicize their efforts)

- Presenting real business results, not just the "solution" provided (companies often rush to do case studies right after the deal or implementation rather than waiting for real results, quantifying them, and presenting them in a credible way)

- Telling stories in ways that are actually engaging to readers and viewers (targeting buyer personas, including enough substance, avoiding marketing-speak, highlighting the customer's words, etc.)

Far too many of the typical 2-4 page and short video case studies fail to pass these tests, which is why so many sales people don't bother to use them.

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