B2B Marketing Blog

Written by Lisa Shepherd
on April 02, 2018


Are you wondering if it's worthwhile to publish case studies in B2B? The answer is a resounding yes. As the buying process gets ever more complicated, the value of case studies is increasing. If anything, B2B companies should be increasing their case study production to make sure they cover off the different industries and functions they work in.

Why are case studies important?  Because they help at all stages of the purchase process, especially as customers approach their purchase decision.  Here's why:


Reason 1: They help buyers connect the dots 

Buyers sometimes need help to understand how your solution fits their situation or application. If you have a case study that you can share, it is often the bridge between the theory and reality for a customer.  By reading another company's experience, the customer can see how your solution fits their needs. 


Reason 2: It's social proof

Today’s buyers are more risk adverse than ever. We feel safer if we know someone else has been through our experience, and found a solution that worked. This is where case studies are most effective. Case studies are the top content type for buyers, with 78% accessing this format type when researching purchases in the past 12 months (vs. 72% in 2016).2  


Reason 3: You Need Them For Lead Nurturing 

We love to deliver case studies when prospective customers have moved past the initial research phase and are considering their options. For this reason, we consider case studies to be at the consideration or even decision making stage of their research and we want to be sure that we have a case study that matches their problem, preferably in the same industry.


B2B marketing ideas to take from B2C


Find us on social: 

Mezzanine on LinkedIn Mezzanine onTwitter Mezzanine on YouTube Mezzanine on Facebook Mezzanine on Google+



1. Com
2. DemandGen Report – 2017 Content Preferences Survey

You may also like:

The Difference Between Business Strategy And Marketing Strategy

It may seem obvious to state that a business strategy and a marketing strategy are different, and yet there is some conf...

Facebook Ads or Google Ads: What’s In Your Marketing Plan?

The first rule of marketing is that you need to get the right message to the right person at the right time. So with ove...

Is Cold Calling a Marketing Tactic?! 3 Tips To Make Cold Calling More Effective

We spend a lot of time cautioning our clients that cold calling doesn’t work as a stand-alone activity for your sales pe...