Case studies are a hidden gem in the content marketing world. However, sophisticated marketers and sellers realise they often provide the catalyst a curious buyer needs to take action.

The following is a look at some of the primary benefits of lead generation and selling with case studies, and how to do so effectively.

Relevant Application

A case study offers application to information about your company and solutions. When developed effectively, a good case study incorporates people, problems, solutions and experiences that your targeted buyers find easily relatable.

A common approach with case studies is to build a database with studies that align with each of your solutions. Before crafting your stories, it is helpful to develop detailed personas of your customers for each solution. Knowing the traits, circumstances and needs of your prospects helps you prepare stories that matter.

After you create one or more case studies to connect with specific buyer problems and your appropriate solution, you have a story to share that will resonate.

Proof of Success

Case studies prove that you know what you are talking about.

It doesn’t take proven expertise and experience to put up a landing page talking about your company and solutions. A good company typically has a website with product information in place from day one.

However, quality case studies more effectively prove that you have successfully implemented solutions that satisfy buyers. A typical study introduces the problem the buyer faces, the objectives for a solution, the process used to recommend a solution and the results of its execution.

Outline of Your Process

The majority of B2B buyers now conduct initial research online before ever connecting with a provider. This process is often ripe with uncertainty, confusion and hesitation.

Many companies provide adequate information about their solutions on their websites, but buyers remain uncertain about the specific process used to identify, recommend and implement the right solution.

From start to finish, an effective case study depicts your commitment to resolving a buyer’s problems and the positive experience that results when a buyer is completely satisfied. In a sense, case studies extend the value of a testimonial and show that problem-resolving is your focus.

A Compelling Story

Perhaps the simplest reason case studies help sell is because they allow you to present a compelling story. More than information sheets or solution pages, case studies enable you to appeal to the emotions of a buyer.

A well-developed and delivered story has the power to influence people much more than rational information. Because of this, your case study may serve as the final catalyst that triggers a response from your lead generation system.

Advertisers often say that “Every great ad tells a story.” With case studies, your marketing tool is literally a story about your brand with a happy ending.


Don’t get so caught up with blog posts, information sheets and whitepapers that you overlook the compelling ability of a case study to tell your story. Case studies help you relate to customers and show genuine empathy and expertise in resolving a buyer’s problem.

LinkedIn has stated that B2B executives are 5x more likely to engage with an organisation that gives them new insights about the business they are in.

When used correctly in your marketing efforts, case studies allow you to generate better leads by

(1) validating the value of your products and solutions in addressing buyers needs and

(2) helping identify new solutions to solving business problems for your target audience.

Two points that, according to the CMO Council, are two of the most influential content topics to B2B executives .