Case Studies - Frequently Asked Questions (FAQ)

What are case studies?

Case studies are “proof points.”  They demonstrate to prospective customers that other organizations have derived value from your product or service. Case studies validate your marketing and sales claims through the voices of your customers.

What are they not?

An opportunity to repeat or recast every selling message or product feature in your arsenal.

How are case studies best used?

They are best used in the aggregate on websites and as a sales leave-behind. Also, they can create PR “hits.” Anybody can come up with one or two case studies. Having ten or twenty makes a powerful statement that your customers really value what you bring to the table.

What can they do for your organization?

Deliver credibility and make your marketing and sales claims real and tangible. Case studies convince prospects that are on the fence that you are a safe and viable choice.

What can you expect from case studies?

Case studies are a “middle of the sales funnel” tactic. In other words, they increase interest and overcome objections with prospects or customers that are already engaged with your marketing or sales teams.

It is important to note that if you want to create ten case studies, you should have a pool of 20 or more prospective customers to ask. Some companies have policies against case studies. Others have over-zealous lawyers and PR “gatekeepers” whose job is to say “no.”

The trick is to fully inform customers about the case study process and how they will be used. A true customer partner will see the value in helping out a trusted vendor.

What is the Content Factor’s Approach to case studies?

We view case study development as a process, not a project. It starts with a programmatic request to a list of possible candidates. We create letters to go to customers explaining the program and how it works. The client salesperson or account manager makes the first request and a “warm” introduction to The Content Factor. We interview the client, write and revise the case study as needed and keep everyone informed of the progress.

Most importantly, our writers know how to put your clients at ease. Beyond the basic facts, they also know how to probe for the little nuggets that will make the case study a more interesting read.

How many case studies has The Content Factor produced in the last five years?

Hundreds.