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March 16, 2012   Posted by: Britty Wagner

B2B Lead Generation Tactics Part 4: Case Studies


Case Studies … We all know them and we all love them. Being in the B2B marketing realm, I have found an undying love for case studies. Case studies enable me to think outside the box by taking a company’s tactics utilized within the case study and evolving it to better suit the needs of our B2B company. Reading or even viewing a video case study allows the creative juices to flow. With case studies, evolution is key … how can you incorporate these tactics or solutions into your B2B business? Not all case studies will be relevant to your needs some will be hit or miss.

Interested in creating a case study? Keep reading. If you can write a story you can write a case study, it’s easier than you think.

Video Case Studies

Video Case Studies : Samples


What Is A Case Study?

A documented study or a detailed account of a company or project over a given amount of time. A case study can consist of company objectives, strategies, challenges, results and more which reflects credibility. Case studies are widely utilized in the B2B and B2C realm and is known as one of the top lead generation tools. Case studies can be utilized as a lead generation tool by offering them as a download from websites via an opt-in form to further enhance lead generation efforts.

Video case studies have recently began popping up around the web, you may want to take that into consideration when creating your case study. As the saying goes ‘If a photo is worth a thousand words than a Video is Priceless!’

When creating a case study it should read similar to a story, a mystery in particular, to place the reader in the writer’s shoes. The reader should experience what you, the writer has experienced. At the beginning of your journey to resolve the problem it was a mystery, you were unsure how to resolve the issue, you brainstormed over a variety of ideas for days maybe even weeks but ultimately decided on one … your entire thought process, the steps you took, the turbulence you faced is key to connecting with your reader. Write your story and make it a mystery as it was for you.


So You Have A Problem? Your First Step: Research

Research your issue via the internet and books and find what similar cases have come before you. From this research you may find an alternative problem that needs to be solved or you may possibly need to come up with a new solution which may or may not work. You simply need to write down the research process you used to solve the issue, what other issues arose from your research, and what was your thought process throughout? (Remember you are still telling a story.)


Question Those Who Know The Situation

Your next possible step would be questioning those who are knowledgeable about your problem. Depending on your particular situation it may consist; coworkers, a visitor to your website or location, a client, a service provider, etc. The questions may be opinion or fact based, examples are;

1. ‘How did the situation develop?’

2. ‘What do you think should be different?’


Analyze The Research

Where do you go from here? You have analyzed the research. What solution was chosen? Why? Pros and cons?


Start Writing Your Case Study

Keep in mind, your case study is simply a story from beginning to end. Below are section ideas that may be included or you may modify to suit the needs of your case study. You may also add sub-sections if needed.

  • Describe the problem
  • Introduction
  • Background
  • Context
  • Methods Utilized
  • Findings
  • Conclusion


Embrace your inner story teller and write your story with all its ups and downs. Good Luck!

Subscribe to stay tuned for the next part: Webinars in this series: B2B Lead Generation Tactics for B2B Companies


One comment
  1. […] Case Studies: A documented study or a detailed account of a company or project over a given amount of time. A […]