Here are some tips for maximizing impact:

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This flattering focus makes people within the featured company more likely to proactively share the case study in their own circles out of pride and excitement – precisely the kind of authentic reach brands should be aiming to achieve.

Tell an emotionally resonant story
Purchase decisions are made emotionally. A study by CEB and Google famously illustrated that emotional connection is more likely to differentiate a B2B brand in the eyes of buyers than distinguishing features or functionalities. Those things matter, of course, but they shouldn’t be driving the narrative of your case study.

As Stephen Cheliotis wrote in an article for the Association of National Advertisers: “While practical considerations are vital in B2B purchases – you wouldn’t buy an IT system with flimsy security or hire a security firm with a questionable track record – the choice isn’t simply a binary one between rationality and emotion. It’s about combining the two, presenting the tangible benefits of your brand in a way that also elicits an emotional response to drive mental market share and greater impact.”

Aim to make your case study bring through the emotions vietnam telegram data of the people involved: the frustration of the previous situation, the relief of a smooth implementation, the triumph of a turnaround in results.

Build content repurposing and promotion into your campaign plan
Too many marketing case studies are sitting in difficult-to-find sections of company websites, largely unpromoted and unnoticed. It’s a shame! Developing a promotional strategy in the early stage of your case study campaign will help ensure it gets the most reach and engagement possible.


Consider SEO best practices in naming, designing and publishing your case study. People might not be likely to search for “How [client] got results with [company]’s product”; but they might search for something like “financial software implementation example.” Google rewards authentic content reflecting real-life experience and expertise, meaning these true stories have powerful ranking potential.
Repurpose the content to share in various ways. Once you’ve drafted the case study, you can efficiently create different forms of content to help people find or use it. These might include infographics, sales presentations, social media slideshows, and more.