The value of case studies

Case studies, describing how customer needs have been met and their outcome received, can have a positive influence on new business.

The use of case studies as a marketing tool can be very informative and influential in converting prospects into customers, or persuading people such as architects or consulting engineers with specifying authority to recommend your product. Case studies should outline the brief or issue being addressed, mention options considered and provide the rationale for the final choice, then explain how the product or system was installed and finally the outcome of the project will round off the case study.

Case studies are usually most relevant to projects and contracts for example in architecture, construction and engineering. The target audiences will include management of companies and organisations contemplating similar work as well as specifiers working in those disciplines. Often they will be used to show case a number of company products or systems installed in the project.

We can divide the case study into 4 main sections:-

1.     The scene can be set by describing the project brief or problems to be addressed and the specific role or involvement of your company.

2.     Then review the options that would meet the goals of the project and the recommended solution.

3.     Details of the products or system can then be described, perhaps illustrated with building plans, wiring diagrams and photographs showing important stages of the work.

4.     Finally the outcome. Were the targets met, what did the client have to say what are the views of the users?

Building a portfolio of well-explained and illustrated case studies will help develop credibility and trust. The final version can be designed for print, to download from a web site or as a web page including links to products and other relevant information and always including company branding and contact information.

White Papers influential in purchase decisions

According to a recent survey amongst B2B technology buyers, White Papers are rated the most influential sources of information and their content figures early on in the buying process.

Although " brochures and data sheets were cited as the most frequently consumed collateral type, White Papers were rated the most influential in the purchasing decision process." This is a significant insight because in our experience white papers are regarded as something of an oddity by many companies, or even with suspicion by revealing inside knowledge. It is perhaps a hangover to the old way of thinking where the manufacturer controlled the monopoly on information, dribbling out only what was required to make the sale. We would argue that rather than reveal secrets, a well constructed white paper enhances the company's reputation as an authority and by setting out the relevant technical knowledge that  helps inform the prospect and enhances the likelihood of securing a sale. In fact respondents to the survey were more likely to be disappointed when a white paper contained not enough technical information rather than too much.

The second most valued and influential sources of information were Case Studies with a strong preference - more than two thirds - for these to be in a written format rather than video or audio. Not only does a well crafted case study provide valuable third party endorsement, but provides credibility for the product in use. In the buying process starting when a buyer begins researching products, developing awareness, considering options, making purchase decisions to placing orders, both white papers and case studies provide vital early information. Typically this is downloaded from the company web site or may be received by direct mail, news feeds or links.

At Technical Marketing Ltd these findings come as no surprise but as further confirmation of the importance in developing and sharing important information as part of an integrated marketing programme which is crucially influential in the buying decision process.