Well-written case studies are one of the most effective sales and marketing tools.

Listed as the one of the top five content types to move IT purchasers through the purchasing cycle, B2B case studies guide buyers through three general stages of the buyers journey:

  1. Awareness: The buyer seeks out solution to a problem and begins a self-education process by consuming content
  2. Consideration: The buyer is armed with some knowledge and turns to more detailed, technical content
  3. Decision: The buyer has narrowed down their options and seeks specific answers to help determine which solution fits their needs

Case studies help move the needle on the education and decision-making process. Savvy marketers use case studies along with other content types to nurture prospective clients at each stage of the buyers  journey.

But don’t take my word for it 🙂 Here’s the what the data shows:

In the B2B setting, case studies help convert and accelerate the most leads. (…) In a survey of B2B marketers, case studies were listed as the 3rd best way to nurture leads. (Source: Blue Corona, 75+ B2B Marketing Statistics to Know in 2020)

Case studies are one of the top five content types used to move IT purchasers through the buy cycle. (Source: TechTarget, Marketing Strategies vs. IT Buyer Demands)

Customer testimonials and case studies are considered the most effective content marketing tactics. (Source: B2B Content Marketing Trends Report)

During the research and buying process, there is a strong affinity to case studies throughout the entire process. (Source: TechTarget, Marketing Strategies vs. IT Buyer Demands)

It’s well-known that content marketing plays a critical role in B2B buying decisions.

In the SaaS customer journey, case studies should play a prominent role in your marketing, sales, and web strategy as they are a key to overcoming objections, educating prospective buyers, and building trust with your audience.