How to Shorten the B2B Sales Cycle with Case Studies

by Kent Sorensen


“Getting to yes” has changed since I piloted a direct sales force 15 years ago. Now it takes coaxing with content before a prospect will engage with you personally. Surprisingly, written case studies are still one of the most effective types of content. Read on to find out how B2B case studies get you to yes faster.

First, some evidence supporting the important role of case studies in B2B content marketing.

Case Studies Optimize Content Marketing

According to the Content Marketing Institute (CMI), B2B content marketing is now used by 93% of B2B marketers, up from 91% in 2013.1

Yet, B2B marketers struggle to optimize their content marketing strategies. The top three challenges cited by B2B content marketers in the 2014 CMI study are:

  1.  Lack of time (69%)

  2.  Producing enough content (55%)

  3.  Producing content that engages (47%)

Written case studies meet these challenges well because they:

  1.  Take little staff time to produce

  2.  Are easily re-purposed for blogs and articles

  3.  Engage buyers’ minds and emotions

Content marketing seeks build a relationship with the prospect, nudging them closer to the purchase decision. The strength of marketing materials and messages is a key factor in shortening this process.

This article will discuss three ways case studies shorten the B2B sales cycle: 1) By presenting prospects with the kind of information they need to “know, like and trust” your business, 2) by effectively engaging their emotions, and 3) by supporting the purchase decision with quantified results. Continue reading to find out how.

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