Six Expert Strategies for Launching a B2B Case Study Program

By Evelyn Hoover  |  January 17, 2024

Are you struggling to devise a winning strategy for the consideration phase of your sales process? Look no further than case studies—one of the most powerful tools in B2B tech content marketing.

Because we know a B2B case study program can seem daunting to stand up, we put together six best practices for launching a B2B case study strategy for your technology company. By following this well-defined process, you will outshine the competition and achieve exceptional results.

1. Executive buy-in

Securing support from the top brass is paramount. Ensure your CMO or marketing VP fully comprehends the impact and potential of a case study program for your company. Their endorsement will inspire the rest of your organization, particularly the sales team.

2. Collaborate with sales

The sales team is not only a major stakeholder in the case study development process but they are also a primary audience for the finished product. Involve the sales team from the outset. Not only will they share your case studies with potential clients, but they will also contribute to building a pipeline of prospective case study subjects. Keep them closely involved, and your case study content will remain fresh and relevant.

3. Legal approval

Don’t overlook the legal aspects. Confirm that your clients are willing to be featured in your case studies and obtain the green light from your legal team. Streamline the process with an agreement that outlines the roles and responsibilities of both parties.

4. Empower sales enablement

Equip your sales team with the tools they need to effectively communicate the benefits of your case study program. Develop a comprehensive guide that outlines the process, ensuring everyone is on the same page.

5. Benefits first, technology second

When crafting your case studies, emphasize the business benefits of your technology rather than simply showcasing your company’s achievements. Enlist professional writers who can strike the right chord.

6. Design and distribution

Your case studies must shine amidst the noise. Employ magazine-style design principles to make your content irresistible. Enhance the narrative with eye-catching visuals such as client photos, infographics, charts and graphs. Optimize your website case study hub for SEO and leverage email and social media to maximize the reach of your case studies.

A Deeper Dive Into Case Study Best Practices

Launching an exceptional B2B case study program for your technology company is no easy feat. It requires executive buy-in, seamless collaboration with your sales team, legal compliance, effective sales enablement and a steadfast focus on the business benefits of your technology. However, by mastering these elements, your case studies will not only resonate with your audience but also deliver remarkable results.

Bonus tip: Remember, a stellar case study isn’t about showcasing your company’s greatness; it’s about illustrating how your technology transformed a client’s business challenges.

If you need more help, reach out to us, we have ample experience launching case study programs for B2B brands.

Read next: B2B LinkedIn Marketing Tips: Balancing Brand Recognition and Direct Response


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