B2B Marketing Case Studies: Is Shorter Better?

B2B Marketing Case Studies: Is Shorter Better?
Michele Linn - Sun Nov 01, 2009 @ 11:16PM
Comments: 81

B2B Marketing Case Studies Is Shorter BetterI was searching for some great examples of case studies, and I noticed something: the traditional 1 or 2 page case study wasn't as prevalent as I expected. Instead, more companies are featuring shorter, web-based blurbs. For instance, I like how Marketo refers to their stories as "Success Snapshots."

There are likely a lot of reasons why companies are using this shorter form, and, in a many instances, it works well for both marketing and their prospects:

A long list of customers inspires trust: As a prospect, there is something comforting about scrolling through a list of customers who are using a product you are considering. When initially evaluating a solution, this type of list can inspire the trust prospects need to keep your company on their list.

It can be easier to get customers to participate: As anyone who has worked on a case study knows, it can be a time-consuming process to get the customer's approval. While some customers simply cannot provide a reference, it can be easier -- and faster -- to get a customer's approval when you are asking them to be referenced in a snippet on your website instead of a whole story. (And, if you have a lot of other customers out there, this can help encourage participation as well.)

Readers have a short attention span: Truthfully, some prospects hate to read, and a longer story will be lost on them.

As an example, I think Salesforce has a good framework for highlighting their customers in this short form. When you go to their main page for customer success, you are presented with (at the time of this posting), an alphabetical list of 295 stories. But what I really like is their advanced search where readers can customize the type of customer they are looking for based on the product, industry, department, region and story type. The whole section looks and feels robust.

However, while I think many companies can benefit from these shorter form customer snippets, I don't think they should be the only type of customer reference in your arsenal.

One size does not fit all: As mentioned, while customers who are in the initial stages of the buying process may be satisfied with a long list of customers, this often does not fulfill the needs of prospects who are in the evaluation stage - they need more details. It's best to customize your story to your audience and their phase in the buying cycle as much as possible.

Some readers need more insight: Several months ago, Stephanie had a great post that highlighted the different things that CIOs and technical evaluators need to see in case studies, and it's much more than simple details that a web snippet would highlight. I highly suggest reading the whole post if you work on case studies.

Some readers love a good story: One of the best things about case studies is that they tell a story from your customer's perspective. While a list of bullets is easy to scan, there is that personal element missing; readers simply don't get lost in the story.

Sales reps like handouts: The nice thing about the traditional case studies is that they are great for sales to give away during their meetings. While some of the websites with these short stories had options to print, it's nice to have a professional piece that sales can use. If you have a lot of web-based stories, consider developing multiple PDFs that highlight snippets based on various segments, such as industry or audience.

The bottom line: Shorter, web-based customer snippets are a fantastic addition to your website because they help you establish credibility. However, if you really want to make an impact, don't lose sight of each specific audience and their needs, including where they are the buying process. If you have prospects who need to see how something works, you need to develop more detailed case studies to suit their needs.

Related posts:

Read more Savvy B2B posts from Michele.

Comments: 81

Comments

51. Steve   |   Thu Apr 23, 2015 @ 05:33AM

From your discussion I have understood that which will be better for me and which is easy to use. Really, I have liked your brilliant discussion.<a href="http://basicchemical.com.pk/zinc-stearate/">Zinc Stearate for plastics</a>

52. Steve  |  my website   |   Thu Apr 23, 2015 @ 05:36AM

A perfect info source.Thanks for taking the time to discuss this, I feel strongly about it and love learning more on this topic.thanks for sharing

53. air conditioner  |  my website   |   Sat Jun 13, 2015 @ 03:58AM

Hello, this weekend is pleassnt in support of me, for the reason that this time i am
reading this fantastic educational piece of writing here at my
home.

https://storify.com/pakshoma/air-conditioner

54. buyex  |  my website   |   Tue Jun 23, 2015 @ 06:22AM

whoah this blog is excellent i like studying your articles.
Stay up the good work! You recognize, a lot of individuals are searching around for this information, you can help them greatly.
http://re.vu/buyex

55. buyex  |  my website   |   Tue Jun 23, 2015 @ 06:23AM

whoah this blog is excellent i like studying your articles.
Stay up the good work! You recognize, a lot of individuals are searching around for this information, you can help them greatly.
http://re.vu/buyex

56. franklin   |   Wed Jun 24, 2015 @ 06:06AM
57. Warung Obat Herbal  |  my website   |   Sun Jun 28, 2015 @ 02:50AM

Articles of interest, this will add my insights ..
Thanks
<a href="http://www.warungobatherbal.com">Warung Obat Herbal - Sehat, Alami Terpercaya</a>
Segala macam obat herbal yang ada pada Warung Obat Herbal sudah memiliki Ijin BPOM. Berbagai macam obat herbal diantaranya seperti di bawah ini:
1. <a href="">Obat Herbal Kanker</a>
1.a. <a href="http://www.warungobatherbal.com/produk_herbal/baca/24-paket-pengobatan-kanker-untuk-1-minggu">Obat Herbal Kanker Paket 1 Minggu</a>
1.b. <a href="http://www.warungobatherbal.com/produk_herbal/baca/25-paket-pengobatan-kanker-untuk-1-bulan">Obat Herbal Kanker Paket 1 Bulan</a>
1.c. <a href="http://www.warungobatherbal.com/produk_herbal/baca/26-paket-pengobatan-kanker-untuk-2-bulan">Obat Herbal Kanker Paket 2 Bulan</a>
2. <a href="http://www.warungobatherbal.com/produk_herbal/baca/316-ambeclear-dan-salep-salwa">Obat Herbal Washir</a>
2.a. <a href="http://www.warungobatherbal.com/produk_herbal/baca/20-obat-wasir-ambeien-stadium-1">Obat Wasir Ambeien Stadium 1-2</a>
2.b. <a href="http://www.warungobatherbal.com/produk_herbal/baca/19-obat-wasir-ambeien-stadium-24">Obat Wasir Ambeien Stadium 3-4</a>
3. <a href="http://www.warungobatherbal.com/produk_herbal/baca/318-obat-sipilis-ampuh">Obat Herbal Sipilis</a>
4. <a href="http://www.warungobatherbal.com/produk_herbal/baca/185-obat-kutil-kelamin-paket-2">Obat Herbal Penyakit Kelamin</a>
5. <a href="http://www.warungobatherbal.com/produk_herbal/baca/27-gemuk-plus">Obat Gemuk Plus</a>
Untuk info lebih lanjut bisa di hubungi <a href="http://www.warungobatherbal.com/kontak">kontak Warung Obat Herbal</a>
Tunggu Apa Lagi...
Pesan Obat Sekarang Juga Untuk Mengobati Penyakit Wasir Dengan Cepat & Tepat
Silahkan Kontak Kami
Telp : 081210099263, BBM : 73e5ac38

58. flowers plants  |  my website   |   Sat Jul 04, 2015 @ 04:39AM

whoah this blog is excellent i like studying your articles.
Stay up the good work! You recognize, a lot of individuals are searching around for this information, you can help them greatly.
https://storify.com/khanehbagh/flowers-plants

59. لباسشویی   |   Tue Jul 07, 2015 @ 04:52AM

It¡¦s in reality a nice and helpful piece of info. I¡¦m happy that you shared this useful info with us. Please keep us up to date like this. Thank you for sharing.

61. Akar town  |  my website   |   Sun Jul 26, 2015 @ 10:40AM

شركـة عقار تاون للإستثمار العقـارى تعمـل برؤيـة واستراتيجية راسخة نابعة من إيمانها التام بحق عميـلها فى الحصول على أعظم قيمة ممكـنة للمشـروعـات التى تقوم بإنشائها فنحن نملك العديد من المشاريع فى اكبر واهم المدن المصرية ومن أهمها عقارات التجمع الخامس و مدينة مصر ومصر الجديدة.

64. Budi   |   Wed Sep 02, 2015 @ 09:22AM

Berbagi Info & Tips Trik Menarik senantiasa akan selalu menyajikan Info Seputar EPS-Topik Korea - Kesehatan - Pendidikan - Photoshop - Software - Teknologi - WordPress Terlengkap dan Gratis. http://info-menarik.net/

65. Genius  |  my website   |   Mon Sep 21, 2015 @ 01:14AM
66. mitsubishi klima  |  my website   |   Mon Sep 21, 2015 @ 06:27AM

Hi, your blog design looks very similar to my one. Valuable information and excellent design you got here!

67. mitsubishi  |  my website   |   Mon Sep 21, 2015 @ 06:40AM

Hi, your blog design looks very similar to my one. Valuable information and excellent design you got here!

68. siva   |   Wed Sep 23, 2015 @ 01:46AM
69. ماشین ظرفشویی  |  my website   |   Wed Oct 21, 2015 @ 03:35AM

Thanks for another great post. Where else could anybody get that kind of information in such a perfect way of writing? I have a presentation next week, and I am on the look for such information.

70. سنگ ساختمان  |  my website   |   Sun Nov 01, 2015 @ 12:34PM

I conceive that your web blog is very interest

71. ps4 codes free  |  my website   |   Sat Nov 28, 2015 @ 02:12AM

100s involving gamers get by now made use of mine software as well as had liked its. They were happy at mention which blog can finest ten.
http://free-psncodesonline.com

72. bhgu   |   Wed Jan 06, 2016 @ 03:06AM

Cabe adalah salah satu tanaman bumbu dapur yang sudah sangat terkenal di Indonesia ada banyak sekali
Discount vapor code
http://discountvaporcode.com
Vape mods
http://discountvaporcode.com/vape-mods/
Vape pen
http://discountvaporcode.com/vape-pen/
Vape eliquid
http://discountvaporcode.com/eliquid/

73. klester   |   Thu May 19, 2016 @ 01:19AM
74. obat apotik denature  |  my website   |   Sun Jun 19, 2016 @ 04:40AM

ow, your post makes mine look feeble. More power to you

75. Tips Kesehatan dan Kecantikan Alami  |  my website   |   Wed Jun 29, 2016 @ 08:26PM

I was about to say something on this topic. But now i can see that everything on this topic is very amazing and mind blowing, so i have nothing to say here. I am just going through all the topics and being appreciated. Thanks for sharing.
http://www.rawatkesehatan.com/

76. Tips Kesehatan dan Kecantikan Alami  |  my website   |   Wed Jun 29, 2016 @ 08:29PM
77. Artikel Kesehatan Kecantikan  |  my website   |   Mon Jul 18, 2016 @ 11:50AM

thanks for sharing, really helpful information and awaited the latest news ...

78. jackk  |  my website   |   Mon Aug 01, 2016 @ 08:47AM

Does one offer guest writers to write content for you personally?
http://www.badgamesinc.com/
http://sevenfootsounds.com/

79. gorakj   |   Tue Aug 09, 2016 @ 04:23AM

I would like to thank you for the efforts you have putin penning this website
http://www.venzasnowyroad.com/
http://www.sipity.com/
http://michaelcevents.com/

80. obat kutil kemaluan  |  my website   |   Thu Sep 01, 2016 @ 09:15PM

It's very useful information. Thanks for sharing it

81. Stephen Tracey  |  my website   |   Thu Sep 15, 2016 @ 07:03AM

Thanks for sharing. Nice article and well researched.
Cheers
Steve
http://first-home-builders-grant-tas.com

Previous 1 2 Next

Post a Comment




powered by Doodlekit™ Free Website Builder