When was the last time a B2B case study made you feel something?
I mean, something besides mild interest or boredom.
I ask because, in theory at least, B2B case studies should be exciting stories. There are millions of dollars at stake, people’s livelihoods and professional reputations hanging in the balance. Each one is a three-act story arc of overcoming adversity and solving a problem.
That sounds like a riveting read, right?
Or at the very least, they should be useful stories. They should help someone with a similar problem be able to find a solution. Yes, even a solution above and beyond “buy our product.”
Here are a few ways that B2B marketers can make their case studies more human, more compelling, and ultimately more effective.