Process

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What’s the First Step You Need to Take to Create Successful, Effective B2B Case Studies?

Successful, effective B2B case studies increase sales of the products and services that will grow your company’s top and bottom lines.

First and foremost, you need to identify and assess your sales and marketing goals and strategies.

Ask your sales, finance, and marketing staff which products and services can:

  1. Boost your bottom line/profitability?
  2. Grow your top line/volume?
  3. Increase volumes and profits?
  4. Benefit from a greater sales and marketing focus?

Ask your sales reps, account managers and customer success staff (they know your customers best!):

  1. Which industries and niches need your product or service the most?
  2. Is demand greater in a certain geographic region or country?
  3. Can your existing team sell into that area?
  4. What company demographic will benefit most from your product or service?
  5. How long will it take (3, 6, 12 or 18+ months) for customers to experience benefits such as cost savings, improved efficiency/productivity and enhanced internal/external customer service?

Once you have the answers, you and your teams can develop the criteria you’ll use to select the satisfied customers that will help you reach your sales goals.

CRITERIA:

  1. Product or service to be highlighted
  2. Industry
  3. Region
  4. Size of company (sales volumes, # of employees, # of customers)
  5. # of months or years using your product/service

In the next step, we’ll look at how to ask customers to participate in your B2B case studies:

  • Gain a good understanding of your company’s key products or services.
  • Discover the key challenges that your product or service addresses.
  • Identify the primary and secondary benefits/results your company’s customers get from your product or service.
  • Ask your company to define your ideal customers (industry sector, size of company by sales/employees, geography).
  • Based on #1 to #4, collaborate with your company to develop customer criteria as B2B case study selection guidelines. Be sure you understand that certain results, such as energy savings, reduced downtime, increased productivity and efficiency, headcount, etc… , must be tracked and that the results likely won’t be evident for 6 to 18 months.
  • List your customer’s vital statistics and key information to be included in every case study.
  • Create an interview-question template to be used in each customer interview. Questions based on points 8, 9, 10, and 13.
  • Obtain your company’s approval on the customer interview-question template and note that the template can be adapted as required based on your customer’s unique circumstances.
  • Ask your company for the customer’s name and contact information to start creating the B2B case study.
  • Be sure your customer has agreed to be featured in the B2B case study. Offer to prepare a casual, but informative note to the customer that includes how and where the B2B case study will be used and explain the process (initial contact with B2B Case Study Writer, book the interview, receive the questions three business days prior to the interview, do the interview, review the first draft to ensure accuracy and comfort level, inform B2B Case Study Writer of any changes, receive 2nd draft, signoff or second and final round of changes).
  • B2B Case Study Writer contacts your customer by phone and email for introduction.
  • Confirm that your customer will see the text and be able to make changes.
  • Let your customer know approximately how much time will be required for the interview.
  • Inform your customer that they will receive the questions at least three working days before the scheduled interview.
  • Based on the time required, determine their availability and book the interview.
  • Apprise your company of the date of the interview and let you know when to expect the first draft.
  • Send your customer the questions.
  • Do the interview.
  • Review the interview to identify the challenges and how your company’s products/services addressed them.
  • Look for catchy comments, quotes and details that will be used to pull prospects into the story.
  • Pull the most relevant, impressive and quantifiable facts and figures pertaining to the ROI and benefits realized.
  • Review all of the information to find the hook on which the first sentence will be built.
  • Write the lead/first sentence and headline.
  • Complete the first draft and send it to the company for review.
  • Make your company’s first round of changes and send it back for signoff or a second round of changes.
  • Once your company has approved the draft, send it to your customer and repeat the changes/approval process.
  • Return the final draft to you and your company.

Contact your B2B Case Study Writer, Kara Kuryllowicz, by email or phone, 416-465-7466, to discuss your specific needs and timelines.

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“Because Kara understands our business and appreciates the subtleties of corporate communications, she gets our messages across to internal and external stakeholders. She makes a point of delivering on our high expectations and tight deadlines.”

SHARON MACKAY, LABATT BREWERIES