“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
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
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.