The most successful B2B software companies put a lot of effort into creating excellent case studies. They are one of the favourite tools for their sales teams.
Some of the most powerful examples: Notion, Zendesk, GitHub, Stripe, Braze, monday.com, Webflow, 360learning, Front, Contentful, Shopify, ...
Their websites feature 40 to 300 case studies. And they keep adding more.
For smaller marketing teams, this content strategy is more challenging to implement - and for good reasons.
Gathering data, preparing questions, conducting interviews, there’s a lot to do before the writing begins. Consultation with the sales team is also vital, otherwise the case studies risk failing in their role of supporting sales arguments and responding to objections.
Case studies play an important role in the sales funnel of a SaaS product. It’s essential to ensure that they are aligned with sales needs.
Customer stories are often seen as a favor that editors hesitate to ask for. The cause: interviews that take too long, lengthy approvals, and a lot of time lost for the customer. There is a risk of tarnishing the relationship that has been built up so patiently.
The interview should be short and meticulously prepared. The experience should be designed to reinforce the relationship with the customer, and respect their time.
There is occasionally an ideal window of opportunity with a customer, following great results, or the launch of a much-anticipated feature. But teams can change, and the chance of a fantastic testimonial can vanish.
A moment of high enthusiasm is the best time to create a case study. You have to be ready to seize these opportunities.
The best customer stories can become obsolete when a customer churns or when features evolve. If you fail to anticipate this, your sales team may find themselves lacking when it comes to dealing with certain prospects.
To keep a solid coverage of all your use cases, industries, and functionalities, it is essential to produce new case studies on an ongoing basis.
We’d love to help you by producing the customer stories that your sales team is missing.
Quickly provide your team with case studies that:
Contact us by email at [email protected] to tell us about your challenges!
Bastien and Julien
Co-founders
