In the B2B world case studies are ubiquitous. They are an important vehicle to demonstrate credibility to your customers and prospects. They are also important to educate your sales force and to scale sales success. However many organizations fail to segment their case studies correctly and end up targeting their case studies to the wrong audience. In B2B world, we come across two broad types of Case Studies:
- “What Worked for You” Case Study
- “What Worked for Your Customer” Case Study
“What Worked for You” Case Study
- This case study is created when you win a deal.
- It highlights why the customer chose you.
- It speaks to the “theory” of how your offering is going to address the customer’s pain points.
- It also elaborates on how the sales process was executed to drive a win.
A “What Worked for You” case study is a great vehicle to scale sales success. Insights from this type of case study help guide other sales representatives in their sales pursuits. And in some cases, this case study provides your potential prospects visibility into how their peers selected you and why.
“What Worked for Your Customer” Case Study
- These case studies are closely aligned with your customer’s success journey. That is they are created well past the “Deal Win” milestone when the customer has successfully realized the business gain with the help of your offering.
- They speak to the practical benefits of your offering to your customer. For e.g. the customer saved $X and gained Y% efficiency.
- They elaborate on the journey of customer success. They provide details about the timeline to achieve the customer success milestone, the resources involved, etc.
“What Worked for Your Customer” case study is highly relevant to other prospects and customers. This type of case study provides reliable data on how one customer achieved success using your offering. It helps others prospects/customers visualize their path to success. Not only the case study works as a soft-reference (as opposed to speaking to the reference), it also establishes credibility with your prospects. The case study screams “we know how to make you successful.” Conversely the “What Worked for You” case study screams “we know how to sell.”
Both types of case studies deliver benefits. However, it is important for organizations to recognize the different values that they bring to the table and invest wisely in creating and utilizing them in their “Go To Market” efforts.