Case studies are an important tool in B2B digital marketing. They use storytelling to build awareness and trust.

A good case study gives buyers and specifiers ideas on possible solutions for projects they are working on. They building awareness of your products and expertise, helping to build buyer confidence. They reduce risk for the buyer by demonstrating fitness for purpose and act as a testimonial – someone has previously assessed and used your products and services to solve a similar problem.

The easiest way to gather the information you need is to talk to the people involved in the project and record their recollections and comments. The recording can then be transcribed and edited as required.

A case study doesn't need to be lengthy - the most important requirements are:

  • take high quality photographs (a picture is worth a thousand words)

  • explain why your product or service was chosen

  • include feedback or quotes from consultants, contractors or clients

Working through the headings below will help you structure a compelling case study.

Context - what was the requirement / problem / challenge?

  • Who was the client*?

  • What problem were they trying to solve?

  • Was it a new build or refurbishment project?

* If the client wants to remain anonymous, you can still build a case study by referring to the sector they operate in.

Were there any notable challenges in the brief?

  • Demanding outcomes / performance criteria

  • Difficult site

  • Restricted budget

  • Tight time frame

Work undertaken - what did you do?

At what stage in the project did you become involved?

Planning - Design - Product supply - Installation

How was the challenge tackled?

  • What work was done?

  • What were the steps in the process?

  • What products and systems did you supply?

  • Did you provide a standard, customised or bespoke solution?

What services did you provide?

  • Expert advice

  • Collaborative design with client and/or stakeholder consultation

  • Value engineered solution

  • Site surveys

  • Technical drawings or calculations

  • Project management

  • Installation

  • On-going maintenance or support contracts

Outcomes - what were the benefits to the client?

Economic value

  • Increased uptake or productivity

  • Lower operating costs or whole life costs

  • Completion ahead of schedule

Environmental

  • Reduced energy costs (materials recycling, renewables, local supply, improved technology

  • Health benefits (people, environment, wildlife)

  • Safety benefits (fewer accidents/lower risks)

Quotes

  • Include testimonials from clients, contractors or consultants

How to maximise your selling opportunities

  • Provide in-bound links to supporting pages on your website

  • Illustrate your projects using captioned illustrations

  • Add links to related products and services to maximise sales opportunities

  • Add links to similar projects to build more trust and confidence

And remember to make it easy to read...

  • Short sentences

  • Short paragraphs

  • List key points

  • Use headings

  • Check your spelling and grammar

  • Stay on topic and avoid waffle

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