Throughout your sales process, you spend a lot of time telling your prospects what your company can do. You talk about what’s possible for your buyer, how you can provide a solution to their pain points.
You can demonstrate these things with content like how-to videos, blogs, and even demonstrations. But what it doesn’t provide is a clear view for exactly what your company can accomplish.
This is where case studies come in. Here’s what a case study can do for your prospects:
- A description of the customer’s pain points. This gives the prospect something to connect with. Likely, they are experiencing the same problems your other customers have. When a prospect can connect with one of your current customers, they start to imagine what you might be able to do for them.
- A description of the customer. This helps the prospect visualize who you’ve done work with. It makes the customer more real and tangible, making it more natural for them to make a connection, one of the most important factors in sales.
- The solution you provided. Show how your process rolls out and the value that provides for your clients. Make them understand each step you take and how each step helps them.
- Benefits of the solution. When creating your case studies, include how your solution solves the pain points of the customer. Help the prospects understand how you will overcome their challenges with your product or service.
- Your Results. Make sure to include your results with quantitative facts like ROI or growth. This provides solid proof of your solutions and how well they work.
When should you leverage a case study in your buyer’s journey? Realistically, it should come toward the bottom of the funnel in the decision stage. Your case study will come in handy when your prospect has done their research and is finalizing their choice.
However, a case study early in the buying process can be impactful as well. It helps prospects see you have success with your clients and shows them the power of your product or service based on statistics. They imagine their own pain points and how your business can help them grow and succeed.
Overall, case studies are a powerful sales tool for any B2B company. Whether it’s a prospect just starting their search or someone in their final decision phase, a case study shows off your company’s abilities and gives you an advantage over your competitors.
Need help crafting your cast studies or figuring out where they fit in your marketing strategy? Reach out to us! We can help you show off your abilities and gain more clients.