Last Updated on January 6, 2025
The struggle is real when it comes to the business-to-business (B2B) model. Who says getting other companies to buy your products or hire your services is easy? As a B2B entity, you should convince them to tie the knot with you through compelling content.
Enter case studies, one of the tried-and-true best practices for content marketing. Case studies highlight how your products or services have helped solve your client’s problems, meet their needs, or achieve their goals. But how do you write high-converting B2B case studies?
Read on to get the answer to this crucial question, and follow the best practices below.
Key elements of a high-converting B2B case study
A case study is a form of marketing content showcasing how your business has solved your customers’ or clients’ problems. This content demonstrates how your products or services have met their needs, achieved their objectives, or improved their operations.
The content structure of a case study usually consists of the following:
- Problems: Issues your client encountered before you offered the solutions
- Solutions: How your products or services helped solve your client’s problems
- Results: The measurable outcomes your client experienced and benefited from
Case studies particularly apply to B2B companies for content marketing. Why? They show proven results, adding credibility to your business and influencing your prospective clients’ decision-making. They allow potential clients to see what they can expect from working with you.
In a recent survey, more than half of B2B marketers (58%) consider their content strategies “moderately effective.” Over a quarter (26%) say they are “very effective,” while 12% claim they aren’t very effective.
According to the same Content Marketing Institute report, case studies or customer stories are among the top content types employed by 75% of B2B marketers. Of course, short articles or blog posts remain at the top (92%), followed by marketing video clips (76%).
It’s crucial to create and post highly effective case studies. Why? There are numerous benefits, including:
- Business value: They showcase the value of your products/services.
- Brand reputation: They build brand authority and trustworthiness.
- Stakeholder engagement: They help you engage with potential clients.
- Lead generation: They generate more leads for your business.
- Sales conversion: They ultimately convert leads into sales.
But what does it take to write a high-converting case study? Here are some of the best practices to follow:
1. Identify the right story
As a B2B company or agency, you have probably worked with several clients. Which company or organization are you looking to put in the spotlight this time?
Select a client whose story aligns with your marketing objectives and targeted prospects. Here’s how:
- Choose the right client. What problems did the client initially have? What solutions did you provide? And how will the results convince others to work with you? Select a client with a compelling story!
- Make your story relevant. How will this story resonate with your prospects? Your case study should be able to convince your target audience and meet your marketing goals.
- Get instant approval. Inform the client that you want to publish a case study about their story on your website. You can even include it in your email newsletter templates, and share it on social media.
2. Develop a strong narrative structure
A case study is a form of marketing content with a narrative structure. However, its content format varies from one B2B company to another.
For the most part, a case study consists of the following:
- The headline summarizes the entire case study. Grab attention with a concise and compelling title—focus on the results!
- The introduction covers the client’s background. Briefly introduce the client and tackle their project with you.
- The problem outlines the client’s main challenge. List the issues they initially had when they reached out to you.
- The solution describes your specific approach or strategy. What products or services did you offer?
- The results demonstrate the measurable impact. Given the objectives and key results (OKRs), highlight how you met the targets!
- The conclusion summarizes the case study and offers recommendations. Wrap it up with key takeaways and valuable insights for your prospects!
According to Forbes Advisor, case studies are one of the best-performing formats for content marketing. Nearly 20% of respondents produce and publish case studies (along with long-form posts) because they offer detailed insights.
Furthermore, B2B marketers consider case studies to be one of the popular content formats. About 78% employ these (along with customer stories) since they demonstrate real-world value. Over half of them (53%) claim that both are the most effective for B2B content marketing.
3. Craft a compelling headline
Your headline is the gist of the whole piece of content. It should tell your target readers exactly what they need to know about your case study. But it has to be striking enough to catch their attention and make them want to read your case.
Here’s what to consider for your B2B case study:
- The client: Your headline should name your client right off the bat, especially if it’s a renowned brand. Your prospects would be curious as to why they decided to work with you. They would want to discover why they trusted your brand and how they relied on your products or services.
- The problem: Your headline doesn’t necessarily have to state the exact problem. However, it should give a hint of where your client was coming from. Take the headline below as a perfect example: This suggests they initially had lesser blog organic sessions and fewer product signups.
- The solution: Your headline doesn’t have to mention the actual solution, but it should give your target readers an idea that it actually works. Meanwhile, some case studies cite the specific solution used to solve the problem. Take this as an example: How White Hat Link Building Boosts Jasper’s Organic Traffic by 1200%.
- The result: The outcome of your case study is the most critical part. What better way to create a compelling headline than to highlight the tangible results? This can easily and quickly make or break your potential clients’ decisions. The example above focuses on the 810% blog organic sessions and 400x user signups.
4. Write an engaging copy
As with any B2B marketing content, you should be able to connect with your target readers. As such, craft engaging content for your case study. That way, your prospects can relate to your story and consider hiring your products or services. Here’s how:
- K.I.S.S.: Make sure to keep it short and simple—and sweet. Keeping your content clear and concise makes it digestible and understandable for the readers. And adding a little creativity makes your case study tasty to digest!
- Business casual: A conversational yet professional tone works best for marketing content. Since you cater to B2B clients, your case study doesn’t have to be too formal and informal—strike a balance between the two!
- Storytelling: This approach entails telling a relatable story that connects with your readers emotionally. Your case study doesn’t have to be boring or bombard you with facts and figures. Harness the power of storytelling—show, don’t tell!
As a writer, making your content as engaging as possible can make a difference in your case study. You should also employ content optimization for website traffic, lead generation, and conversion, like what Omniscient does for its clients. After all, the end goal is to write a case study that truly engages and converts!
5. Incorporate client quotes and testimonials
Nothing beats case studies with client quotes and testimonials. Why? The client feedback serves as social proof, adding weight to your case study and offering value to your target clientele. Ultimately, they help establish your brand credibility and build consumer trust.
Take note of the following:
- Client quotes: It’s a good idea to quote your client directly in your case study. Let them know you’d want to feature them in your case studies, and reach out for their feedback on the products or services they received from your business. Their words speak volumes about how effective your solutions were.
Customer testimonials: Don’t just quote your clients based on their pitch responses or interview answers. It won’t hurt to ask for their testimonials for your case study. Most satisfied customers are more than willing to provide feedback on your products or services, such as this:
6. Use data and statistics to back up claims
There’s a line drawn between case studies and other marketing content pieces.
Case studies are summarized reports of your products or services for particular clients. For example, businesses utilizing CPQ software often showcase their impact on streamlining processes in their case studies, providing detailed insights supported by measurable outcomes. Other marketing content forms offer various insights—whether descriptions, opinions, suggestions, or recommendations.”
As you can see, your case studies aren’t your regular marketing blog posts. They must be data-driven and fact-based for brand credibility, authoritativeness, and trustworthiness. They should contain data and statistics to support your claims.
Take the following crucial steps:
- Fact-checking: The facts and figures in your case study should be 100% accurate and reliable. Double-check the pieces of information presented using data analytics and web scraping tools. You don’t want to mislead your prospective clients!
- Content editing: You have two options here. You can either edit the article yourself or have an editor review your piece. For one, check for spelling, punctuation, grammar, syntax, and context. Likewise, see if your case study is flagged as AI-generated content using AI detection tools.
- Final proofreading: Giving your content a final look is crucial to ensure it’s well-polished before posting it on your website. Remember, your case study can make or break your business conversions!
7. Leverage powerful visuals
Promoting content readability is crucial, especially if your case study is published online. Web users often skim and scan for information as they don’t have all the time in the world. Ensure your case study is easy to read as curated content to be published online and shared with others. That’s where the power of visuals comes in.
That said, consider the following:
- Visual elements: Reading a text block on your computer screen is an eyesore. Aside from mere text, add compelling images for your case study. Consider incorporating product photos, infographics, statistics, and short video clips to support your content, such as this:
- Content formatting: Most marketing content pieces published online follow a specific format for readability. For case studies, follow the content structure mentioned above (with sections for problem, solution, and result). Include a title, headers, subheadings, and bullet points to make it easy to read.
- Content paragraphs: A block of text in your case study can be quite overwhelming for many readers. What better way to ensure content readability than to limit each paragraph to two to four sentences? But you should ensure all the sentences in one paragraph are cohesive.
8. Include strong calls to action (CTAs)
A call to action (CTA) prompts and encourages readers to take a specific next step. In a case study, this usually invites readers to learn more about your company’s products or services for a potential conversion.
Finish your case study with a strong CTA by taking the steps below:
- Encourage the next step. The primary goal of a case study is to convert readers into B2B clients. Incorporate words or phrases like “click a link,” “sign up,” “subscribe to our channel,” or “contact us today.”
- Offer better alternatives. Your case study can also provide valuable recommendations and/or additional resources. For instance, you can refer prospects to related products or services, or you can prompt them to another web page for more details.
- Add relevant links for CTA. Linking makes it easy for prospects to take the next step. For example, consider linking to your Old English, Latin, and Attic Greek classes for your case study on ancient language training programs. That way, prospects can get further information about their class options.
9. Optimize for SEO
Search engine optimization (SEO) is the process of optimizing your website, writing keyword-integrated content, and building backlinks. The ultimate goal is to rank as high as possible on the search engine results pages (SERPs) for relevant searches.
SEO remains the most implemented marketing tactic in the B2B industry. Nearly half (49%) of B2B marketers claim they implement SEO more than any other strategy. Here’s what you can do for your case study:
- On-page SEO: Your case study should be one of your SEO marketing plans. Start by focusing on your actual content. Conduct keyword research and incorporate relevant words or phrases in your case study. Remember: Write for humans, but optimize for SEO!
- Off-page SEO: As part of this SEO strategy, promote your case study outside your website. For example, share your image enhancement case study on social media groups for the metal industry. Also, link to your image upscaling tool to build link equity on your web page.
Case studies can be part of your SEO content strategy. As with any SEO technique, incorporate relevant keywords, build backlinks, and optimize your web pages. If you need help, Omniscient can assist you with their revenue-driven tactics.
10. Measure and analyze results
Finally, you’ve reached the last step: performance tracking, measurement, and optimization.
As you can see, the work doesn’t end after you produce and publish your case study. You should regularly monitor your content’s performance, measure it against set metrics, and optimize your strategy as needed.
Remember, your ultimate goal is to craft a case study that converts. So here’s what you need to do:
- Monitor your performance. Automated software or data analytics tools are your best friend. They can help you track your content performance after you post and share your case study. Does your case study appear on SERP, resonate with your prospects, or convert prospects into actual clients?
- Measure the results. First, set key performance indicators (KPIs) in place, such as client reach, engagement metric, lead generation, and conversion rates. Then, measure your content performance against these KPIs. Does your case study engage potential clients, generate leads, or convert sales?
- Make some changes. Content optimization should be a regular thing for B2B companies. If you think your case study doesn’t work, you must optimize your techniques or strategies. Do you need to make your headline more appealing, add client testimonials, or integrate relevant keywords?
Four best practices for B2B case study distribution
Crafting a case study is one thing. Allowing it to convert is another.
What good is your case study if it doesn’t reach your target audience? How will it convert if it doesn’t resonate with your prospective clients?
Obviously, it’s not enough to produce a solid case study—you have to publish it. More importantly, you’ve got to promote it on various digital platforms.
Below are best practices for distributing your B2B case studies:
1. Share on your website
Of course, your website is the first place to start. In fact, it’s easy to see business sites having a separate web page dedicated to case studies. For instance, Omniscient publishes a number of cases for a handful of clients. See below:
B2B clients looking for specific offers tend to visit their prospects’ websites. Not only do they examine your products or services, but they also review social proof like client feedback. Your case study gives you a chance to convince them to do business with you, even before they ask for your portfolio.
2. Promote on social media
There’s no denying the power of social media. This platform has more than five billion users worldwide, comprising over 62% of the global population. Not only do individuals use it for personal interactions, but businesses also leverage these channels for business engagements.
If you run social media pages for your B2B business, putting your case studies in the limelight can work wonders. Share your case studies on LinkedIn, put a link to it on Facebook, or post your infographics on Instagram. All these can make a world of difference in attracting and winning B2B clients!
3. Leverage email marketing
The use of emails in business remains relevant to this day. Even digital marketers leverage them to connect and engage with potential and regular customers or clients. In fact, email marketing is one of the most effective channels for conversions, with a 2.4% average rate for B2B companies.
It’s best to capitalize on your case studies for your email marketing. Share your cases with your B2B clients, whether sending newsletters or promoting your products or services. Who knows? Your case studies might eventually influence their purchase or hiring decisions.
4. Use paid advertising
Pay-per-click (PPC) advertising is one of the most effective digital marketing strategies. As the name would suggest, PPC advertising lets you display your ads on digital platforms but pay for every successful click. The good news? This marketing strategy returns $2 for every $1 spent on average. That’s a whopping 200% return on investment (ROI), not to mention its 7.04% conversion rate:
Given the facts and figures above, consider adding your case studies to your PPC ads. But since it’s a mere ad, you can simply highlight one or some of your key results. Then, include the link to your actual case study for further details. Ultimately, this case serves as social proof, which helps build trust and credibility.
Legal Considerations
When developing B2B case studies, it’s crucial to obtain explicit permission from your clients to share their stories, data, and results. This not only respects their privacy but also protects your company from potential legal issues.
Obtain Written Consent: Always secure written permission from your client outlining what information can be disclosed. This agreement should specify the details they’re comfortable sharing publicly.
Use Notarized Documents for Sensitive Information: If the case study involves proprietary data, confidential strategies, or sensitive results, consider using notarized documents to formalize the consent. Notarization adds an extra layer of legal assurance, verifying the identities of the signatories and the authenticity of the agreement.
Comply with Industry Regulations: Certain industries have strict compliance requirements (like healthcare or finance). Consent forms can help ensure you’re meeting all regulatory obligations when publishing case studies in these sectors.
By taking these legal steps, including utilizing notarized documents when necessary, you demonstrate professionalism and build trust with both existing clients and prospects. This attention to legal detail safeguards all parties involved and enhances the credibility of your case studies.
Conclusion
Producing and publishing case studies can work wonders for your business-to-business company.
As a B2B marketer, consider the best practices recommended above—from picking a compelling client story to writing an engaging copy to measuring your performance. With these in place, you can create and post a B2B case study that truly converts.
Remember, case studies showcase what you can bring to the table. They demonstrate your business value, enhance your brand reputation, and encourage stakeholder engagement. Ultimately, they help boost your lead generation and sales conversion!
Looking to generate high-converting B2B case studies? Omniscient Digital can help you create strategic, high-quality content that aligns with your brand identity and business goals. Contact us today to book a free consultation!
