Tactic Deep Dive: Case Study

January 1st, 2018

Summary

Customer case studies are high-utilization and high-impact content during every phase of the buyer’s journey, but each case study must be adapted to its intended audience. Use the audience framework to identify segments, organization types and personas that should be represented in the case study library. Standardizing the customer interview process ensures that the right information is gathered.

When marketers create customer success stories, they must consider the diversity of their target audiences. Forrester’s research studies of B2B buyers prove that case studies are among the top content asset choices — not only in terms of utilization, but also because of their impact on the ultimate buying decision. Too often, however, marketers fail to deploy a systematic process for creating case studies that meet the knowledge requirements of key buyer audiences. In this report, we present best practices for constructing compelling case studies.

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