Case studies are a critical part of most B2B marketing strategies. They give you a chance to show your potential customers real-life examples of how your product was able to satisfy other customer’s needs, solve their problems, and ultimately help them achieve their business goals. Case studies go a long way in earning your prospects’ trust and validating that your product or service actually works. The following article outlines why case studies are an essential content marketing tool and provides helpful case study request email templates along with the basic case study interview questions to help you acquire case studies and success stories from your customers.
Why use case studies in your marketing strategy?
13% of marketers name case studies as one of the primary forms of media used within their content strategy – this makes them the fifth most popular type of content, outshined only by visual content, blogs, and ebooks. (HubSpot’s State of Marketing Report)
Client case studies are the most popular self-promotional tactics used by marketing agency executives: 62.6% of respondents voted in favor of them being effective in generating leads. (eMarketer study)
Case studies/ success stories rank as the third most influential content marketing type in the purchase process for both small businesses and large enterprises. (B2B Technology Content Survey Report by Eccolo Media).
Case study request email following a positive customer experience
Case study request email following a customer’s feedback
Case study request email after reaching a milestone
End-of-year case study request email
Follow-up email after a customer has agreed to be featured in a case study
Business case study interview questions to ask your customers
To write a compelling case study/ success story filled with in-depth insights and data on how your product or service adds value – you need to be asking thoughtful questions – while also respecting the fact that your customers may not be able to spare much time to answer them. Here are some of the most common case study interview questions that you can use when conducting your own customer case study interviews.
Case study interview questions about their environment before purchasing your product
What were you using before our product?
What were the three major points of frustration you faced?
What other challenges were you experiencing prior to using our product?
What was the big “Aha!” moment when you decided you needed to try something new?
How did you first hear about our product?
Case study interview questions about their decision-making process
Which other products did you look at before deciding on using ours?
What were you looking for in a solution?
What made our solution stand out over others that you researched?
What were the top reasons you selected our product?
What feature of our product was most appealing?
Case study interview questions about their experience using your product
How easy or hard was it to get started with our product?
How long have you been using our product?
How has our product helped you overcome the challenges you had before?
What is your favorite feature or part of our product? Why?
Can you tell me about the most positive experience you’ve had using our product?
Case study interview questions about their results with your product
What results have you seen with our solution so far?
Can you share any metrics/ KPIs that show the success you have enjoyed with our product?
What have you been most impressed with?
By using our product can you measure any reduced costs/ improvements in productivity/ increases in revenue?
What is the single biggest reason you would recommend our product?
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