21+ B2B Marketing Examples and Case Studies

It’s tough to create B2B marketing strategies from scratch.

There are thousands of articles on the web about how to craft a B2B marketing strategy – many written by those who have never done it successfully.

You could spend a ton of time reading all of them, but sometimes seeing real-life examples is far more useful.

In this article, we’re going to cover 25 successful B2B marketing examples to inspire your own marketing strategy and growth:

And so much more!

So, let’s get started!

#1. HubSpot: $271 Million Inbound Lead Generation Machine

b2b marketing strategy case study

HubSpot is a B2B marketing powerhouse. You can’t be in B2B marketing and not be familiar with them.

HubSpot began as a CRM and marketing automation software but has quickly grown into an all-in-one marketing solution. Not only is their software impressive, but they’ve also become a thought leader in all things inbound marketing.

They quickly grew from 6.6 million to 271 million in annual revenue in seven short years. How did they do it?

Read the full case study on Hubspot’s market takeover.

#2. Shopify: Increased Revenue 90% in 365 Days

Shopify Marketing Example: Increased Revenue 90% in 365 Days

In 2018, they almost doubled their product revenues from $7.7 billion to $15.4 billion. Here’s how they did it:

Read the full case study on Shopify’s massive revenue growth.

#3 Apollo Digital: 0 to 200K Monthly Organic Traffic

b2b marketing strategy case study

Apollo Digital has worked with many SaaS and B2B companies to achieve huge results through SEO and content marketing .

Last year we catapulted a business process management software from zero to nearly 200,000 monthly organic traffic in just two short years. Here’s how we did it:

You can find the full SEO case study here.

#4. Slack: 100,000,000 Website Visitors per Month

Slack Marketing Example: 100,000,000 Website Visitors per Month

Slack needs no introduction. They are one of the fastest-growing SaaS platforms of all time, thanks to some brilliant SaaS marketing strategies and tactics. Here’s how they did it:

Check out the full case study on Slack’s growth here.

#5. Intercom: $50 Million Annual Recurring Revenue

b2b marketing strategy case study

Intercom is a massive software company dedicated to customer experience. It has grown rapidly over the last seven years and boasts more than $50 million in ARR. Not only that, but Intercom continues to grow without spending loads on sales and advertising.

Here’s how they do it:

Check out the full Intercom case study here.

#6. Mailchimp: $400 Million in ARR

Mailchimp Marketing Example: $400 Million in ARR

Mailchimp has been an email marketing leader for around ten years, but their growth hasn’t always been as rapid as some of our other examples. They spent years experimenting and testing different tactics and strategies.

Now they sit as a marketing automation leader with over $400,000,000 in revenue each year. Here’s how they did it:

View Mailchimp’s full case study here.

#7. GrooveHQ: $5M/Year Business in 3 Years With Content Marketing

b2b marketing strategy case study

GrooveHQ is a customer support and service platform helping businesses deliver standout customer experiences to their client base.

Over the last three years, Groove has become a $5 million per year business by investing exclusively in content marketing. Here’s how they did it:

Check out the full case study on how GrooveHQ grew their business with content marketing.

#8. OptiMonk - How iSpionage Increased Blog Referral Traffic by 58% in 1 Month Using Onsite Retargeting

b2b marketing strategy case study

iSpionage is an awesome tool that allows you to download AdWords competitor keywords with the click of a button and monitor competitor PPC landing pages. With the help of Optimonk, they increased blog referral Traffic by 58% in one month using onsite retargeting.

Check out the full iSpionage case study by OptiMonk here.

#9. G2: 50k to 1 Million Monthly Organic Visitors in a Year

b2b marketing strategy case study

Most people in the world of SaaS are familiar with G2, one of the leaders in the business software review space. Businesses all over the world use G2 to help them choose software for their business.

Starting in 2017, they began investing heavily in content generation, taking their blog traffic from around 50,000 sessions in March of 2018 to nearly 1 million sessions in March of 2019. Here’s how they did it:

Check out G2’s full case study here.

#10. SEMRush - 71 Upsells from a Game

b2b marketing strategy case study

SEMRush has been an SEO tool market leader for a few years now. One B2B marketing tactic that skyrocketed their growth was a not-so-standard one: games.

In 2017, they created an Easter-themed game that encouraged users to expand what SEMRush features they used, leading to 71 upsells. Here’s how they did it:

View SEMRush’s full case study .

#11. Stanley Black and Decker - 30% reduction in sales cycle length

Stanley Black and Decker Marketing Example

Stanley Black & Decker is an 11-billion dollar global provider of diversified tools, storage, and security. In addition to selling tools directly to customers, they also sell franchises. But unlike the B2C side of their company, they lacked customer data and strategy to engage with their end-users.

Implementing Pardot (a B2B marketing automation platform) helped them grow their market share and reduce the length of their sales cycle by 30% within one year. Here’s how they did it:

Read Stanley Black and Decker’s full case study .

#12. BrightEdge - 994% Organic Lead Growth for Payroll Software

b2b marketing strategy case study

Paycor, a payroll and human resources software, needed help scaling their SEO efforts. Their small team didn’t have the resources to make the huge leaps they wanted.

During a big site migration, Paycor got help from Brightedge’s toolset to increase their site visits by 308% year-over-year. Here’s how they did it:

Read the full Paycor case study here.

#13. BuzzSumo: $2.5m Annual Revenue in its First Year

b2b marketing strategy case study

Buzzsumo is a platform that helps marketers discover content ideas, uncover platform insights, identify relevant influencers, and much more.

They launched in 2015 and posted $2.5 million in revenue that first year. Here’s how they did it:

Check out BuzzSumo’s full case study .

#14. Document360: $20k MRR Through SEO

Document360 Marketing Example: $20k MRR Through SEO

Document360 is a knowledge base software that helps growing companies create support documentation for users.

The company was founded in 2017 and has already grown to $20k MRR. Here’s how they did it:

Check out the complete case study here.

Need help with your SEO?

Let's skyrocket your traffic together.

Noel Ceta - co-founder of Apollo Digital

#15. Buffer: 3x Reach and Engagement on Facebook

b2b marketing strategy case study

Buffer is one of the most popular social media scheduling and engagement tools on the market. In late 2016, their marketing team dramatically changed its Facebook posting strategy.

Their change resulted in tripling their monthly reach and engagement. Here’s what they did:

Check out the full case study from Buffer.

#16. ActiveCampaign: How They Grew to Over 50,000 Customers

b2b marketing strategy case study

ActiveCampaign has emerged over the past few years as a market leader in the email and marketing automation space. But this hasn’t always been the case.

They grew rapidly in 2016 and 2017, taking them over 50,000 customers by early 2018. Here’s how they did it:

Check out the full case study here.

#17. MeetEdgar: $144k MRR After 11 Months in Business

MeetEdgar Marketing Example

MeetEdgar offers automated social media marketing solutions to businesses of all shapes and sizes. After only 11 months in business, they grew to $144k MRR.

Here’s how they did it:

Read the full case study here.

#18. Zapier: Zero to 600,000+ Users in Just Three Years

b2b marketing strategy case study

Zapier is a major player in the automation world, allowing marketers to easily integrate apps and software without being familiar with APIs.

Zapier grew to over 600,000 users within three years of its launch. Here’s how they did it:

Read the full Zapier case study here.

#19. ConvertKit: A Long Road to $1.7m MRR

b2b marketing strategy case study

ConvertKit is a SaaS web application helping creators build audiences and market to them. Founder Nathan Barry had a slow start in building his product, but it took off in 2016.

ConvertKit now boasts $1.7 million in MRR. Here’s how they got there:

#20. Drift: A Multi Million Dollar Brand Built on Content Strategy

b2b marketing strategy case study

Drift revolutionized B2B marketing with the invention of a new category: conversational marketing. Their vision is to end forms for lead generation and replace them with conversations through chatbots.

Since their founding in 2016, they’ve been trusted by over 50,000 businesses to help them align sales and marketing through their product. This is largely in part due to their content marketing strategy. Here’s how they did it:

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#21. Bonjoro: How They Grew To Over 40,000 Users With Earned Media

b2b marketing strategy case study

Bonjoro is a platform dedicated to helping users improve customer engagement with personal videos.

Their focus on earned media helped them grow to over 40,000 users. Here’s how they did it:

Read Bonjoro’s full case study here.

#22. Chris Von Wilpert - The Ski Slope Strategy for $100,000 Per Month

b2b marketing strategy case study

Chris Von Wilpert wanted to create a system of compounding traffic in order to scale a small startup. To achieve this, he used a tactic he coined himself called The Ski Slope Strategy.

This content marketing strategy helped him grow to over $100,000 in MRR fairly quickly. Here’s how he did it:

Read more about Chris Von Wilpert’s case study here.

Work with a B2B Marketing Agency

Hopefully these B2B marketing examples have inspired you to accelerate your own business’ growth!

But rest assured, most of these tactics and strategies are not quick fixes or easy hacks. They require time and effort.

And unless you’re a B2B digital marketing expert, it’s going to take you a while to get your growth marketing to work for you.

Want to partner with a company that’s been there, done that?

Apollo Digital is a full-service B2B digital marketing company. We’ve worked with over a dozen B2B companies spread through multiple industries, and we can help you too!

Touch base with us today for a free consultation call.

Noel Ceta

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Case study: Building a customer-centric B2B organization

Customer experience (CX) is an increasingly important strategic topic in the boardrooms of B2B companies in China and throughout the world. Despite the rapid development of the previous decades, the “growth first” principle of Chinese enterprises sometimes implies customer experience can be sacrificed. But CX leaders, globally and within China, drive higher growth, lower cost, and superior customer satisfaction. In times of crisis, they achieve three-times-higher shareholder returns 1 Total return to shareholders tracked for publicly traded companies in the top 10 or bottom 10 of Forrester’s Customer Experience Performance Index in 2007–09. than laggards.

Start with a vision

A successful transformation starts from the top. Cases within and outside China confirm that the CEO must be in charge to continuously push and unify the organization.

The Chinese steel industry has taken an upturn amid the country’s overcapacity-reduction program, and companies have been enjoying robust price and volume increases. In this article, we consider one Chinese steel manufacturer whose CEO set a clear vision to build a customer-centric organization in order to gain a competitive edge and to keep the organization healthy through future downturns. The company took a series of steps to systematically and holistically shift the entire organization toward customer-centricity.

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Identify the challenges.

Comprehensive diagnostics revealed that the company faced a series of challenges. In fact, interviews with some customers were alarming: the customer voice, though central to the CEO’s vision, had no conduit within the organization and was never heard by decision makers. One key account was lost well before corporate management heard its complaints. Analysis of the research revealed several serious shortfalls in customer-centricity:

Limited understanding of customers.

The company had not systemically mapped the diverse stakeholders behind each customer, relying instead in most cases on buy-side procurement managers and their associates as the only source of customer feedback. Company representatives rarely knew or approached other customer-decision influencers or the users behind procurement, thereby losing many potential customer insights. The company also lacked access to end customers further down the value chain.

Few channels for customer feedback.

As is true at many B2B organizations, sales was the major channel through which the company gathered customer feedback. But manual relays of messages could take a long time to reach managers, assuming they were not forgotten along the way. To make matters worse, sales representatives sometimes neglected to report feedback, fearing they would be punished if headquarters learned that their customers were unhappy.

Limited analysis of feedback for insights.

What customer feedback and CX data existed within the organization was not centrally managed and synthesized into easy-to-access reports to give top management the full picture. Other stakeholders also found it challenging to access the aggregated customer feedback related to their own roles.

Customer problems not addressed.

Many customers complained that issues they had reported many times had not been dealt with, and the same problems continued to persist.

Transform to a CX-centric organization through a holistic ‘diagnose, design, deliver’ process

A holistic transformation was crafted to move the company toward the CEO’s vision, knowing that no single silver bullet could address all challenges at the same time. The transformation plan consisted of multiple modules based on a “diagnose, design, deliver” process, which takes two to three years to implement fully (Exhibit 1).

The company proceeded through the process in three phases:

Phase 1: Diagnose

The first step was to map the customers and identify stakeholders beyond buy-side procurement. To achieve this, customers were divided into segments based on similar stakeholder dynamics and customer journeys. Then the segments were prioritized based on their value and strategic importance.

Phase 2: Design

After the journey diagnostics, the company built a structured “question library” based on the journey breakdown, with customized questionnaires and feedback forms for different stakeholders. This enabled the company to collect feedback and experience data, and perform a consistent longitudinal analysis across feedback channels. Using these designs, the company was able to systematically analyze experience data, dig into root causes, and identify improvement areas.

Phase 3: Deliver

An IT backbone had to be built to implement all the designs discussed in the previous paragraphs. To achieve this, the company broke down the system design into several modules and assessed how each one should be tackled. Among the three possible development options, “customized third-party solution, locally deployed” was chosen as the best option based on five evaluation criteria: feasibility, customization, data security, timeline, and price.

Survey: Chinese B2B decision-maker response to COVID-19 crisis

Survey: Chinese B2B decision maker response to COVID-19 crisis

Key learnings: prioritize segments, and collect feedback on multiple channels.

The company eventually prioritized three segments: (1) section-steel and steel-sheet-piling dealers, (2) section-steel manufacturers, and (3) steel-sheet-piling leasing companies, with the biggest customer in each category selected for deeper analysis. In analyzing the different customers, the company discovered a pattern: three journeys—scheduling inquiry, transport and delivery, and quality discrepancy—were deemed crucial by all customers.

A new, multichannel system was designed to address the company’s various challenges in collecting customer feedback. While customers can still share feedback directly with sales reps, the system incorporates new channels, including periodic on-site interviews and feedback sessions conducted by marketing personnel or the CX team, surveys on mobile devices, and a WeChat portal where customers can submit feedback whenever they want.

This system also allows the company to reach out to previously inaccessible or remote customers, who can simply scan product QR codes to submit feedback on features and quality, or even solicit technical support. A dashboard was designed to create CX transparency across the organization, allowing different stakeholders to analyze the data and generate insights. The multichannel-backed (PC and mobile) dashboard can make customer feedback and experience data visible for stakeholders from different divisions, so they can easily analyze data and generate insights.

Manage the change to maintain success

McKinsey research indicates that 70 percent of change programs fail, mostly because of human factors. Design-phase initiatives don’t stick without procedures for proper change management. McKinsey has a useful framework for change management (Exhibit 2), from which the steel manufacturer adopted key elements.

Real impact to the bottom line

To date, the company has already generated an estimated 4 percent increase in gross profit, or an 8 percent increase in pre-interest and pretax profit—a number matching the CEO’s initial expectations of the project. Moreover, the company believes that its transformation will have a lasting impact, producing better products, more satisfied and loyal customers, and a healthier, more efficient organization overall.

All in all, customer experience is an effective tool that Chinese B2B players can utilize to create long-term competitive advantages. A company should first define its priorities, lay out an implementation path based on its current reality, and use it to work toward a superior customer experience and, ultimately, excellence.

Hai Ye and Will Enger are partners in McKinsey’s Hong Kong office.

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Last updated on February 22nd, 2023

B2B Marketing Strategies: Free Templates, Examples & Definitions

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B2B marketing strategies are a plan that is developed by a business selling to another business looking to drive results by influencing their potential customers. It’s the strategic direction that leads to the tactics that will be implemented in the coming months to achieve objectives that align with the overarching business goals.

Whether you’re the size of Salesforce, or you’re still in the early days trying to win your first 100 customers—the primary goal is still the same: Influence your potential customers.

And in order to win those customers and become profitable (or stay that way), your B2B brand is going to need a marketing strategy.

But where do you even begin to create a B2B marketing strategy?

You’ve come to the right place. In this post we’re going to share a 5-step process, tried and tested templates and some examples that will inspire the approach you take for creating B2B marketing strategy that drives results.

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B2b marketing strategy process:.

B2B Brand Strategies:

B2B Lead Generation Tactics:

Why you need a B2B marketing strategy

The first question you’re probably asking is this:

Why is a documented and well-researched marketing strategy so important?

Is it really worth taking resources away from executing on marketing tactics and marketing automation to put together this plan—especially when your marketing team is small (or non-existent)?

The answer is:


And in this post, we’re going to talk about why exactly that is, how you can navigate the process, and share some real-world examples from brands you know (and maybe love).

First, let’s use a simple example to compare B2B to B2C from a marketing standpoint:

For B2B companies, the potential buyer pool is typically smaller and less urgently looking to buy. Everyone needs toilet paper and (almost) everyone wants new shoes, but far fewer people will rush out to buy surface drills, ultrasound machines or a brand new customer support software on a whim.

In other words, if your approach to marketing is “sit back and hope our customers break down the door to throw money at us” — you’re probably going to be waiting for a while.

There’s still power in word of mouth, but many organizations aren’t in a position to let customers find them organically—and typically very slowly.

inbound marketing model

A B2B marketing strategy dictates how an organization will be proactive in attracting customers, closing sales and remaining on the road to continued financial success.

Having a marketing strategy also allows organizations to iterate on their marketing efforts over time. Experimenting to learn what works and what doesn’t for your customer segment can be valuable, but only if you’re able to capture data you can learn from in the future.

Very few companies have gone completely under from a single bad marketing decision. It’s happened, but it typically happens after the cumulation of several bad decisions, and you want to give yourself every advantage to avoid those pitfalls.

So if you’re sold the why of a B2B marketing strategy , keep reading—it’s time for the how .

How to create a B2B marketing strategy:

Alright, so now that we’ve touched on the *why* behind a documented & research-backed strategy—it’s time to talk about *how* you can do it.

(Hint: It starts with a good amount of research)

1. Start with customer research

There’s something that many marketers agree is incredibly important, and yet many companies don’t do it anywhere near as much as they should:

Customer research.

If you don’t know what your customers’ pain points *actually* are beyond just a wild guess, your marketing decisions aren’t going to be based on research and your chances of flopping are much higher.

Don’t be fooled, either—customer research goes beyond anecdotal evidence that your audience is on a specific channel or is purchasing a certain way.

The best marketers don’t just know more about the latest channel, tool or tactic. They know more about… people. You can find plenty of crafty ways to get your message in front of prospects, but if you want those people to actually pay attention—rather than just ignoring you—you better do your research. — Katelyn Bourgoin , Growth Strategist & Trainer

We have a full post that tells you everything you need to know about how to find your target audience . It touches on identifying what your core offering to your customers is & building customer personas .

Here’s the high level view of the 4-step persona process, but the full post is worth a read if you’re still at the persona-building stage.

Marketing Persona

The big takeaway that we’ll repeat here is this:

Actually talk to your customers. And if you don’t have any, talk to the customers of your competition.

“Instead of trying to guess what your customers were thinking, you can actually ask them what they were thinking.” — Josh Gallant, Digital & SEO Strategist with Foundation

Before you start planning your marketing strategy , you need to figure out if you’re on the right track—will your efforts create value, or are you trying to fish with dynamite?

“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.” — Sun Tzu in The Art of War

But talking to your customers is only the first step in the research process.

It’s not enough to just send a survey, book a few calls, take some notes and call it a day. Your research needs to go deeper than that. And that’s where the qualitative and quantitative analysis comes into play.

2. Conduct qualitative & quantitative analysis

Talked to your customers? Fantastic.

Collecting answers to interview or survey questions from your customers is only the first step.

What you have at this point is data —not insights.

The same goes for having Google Analytics installed on your website (if you don’t, you should). Just because it’s collecting data doesn’t mean you have insights in a bottle.

Next—you need to analyze that data.

And when you’re analyzing this data, remember that you can find insights using two different approaches—qualitative and quantitative.

Qualitative analysis…

Is intentionally open-ended and not necessarily based on numbers. (i.e. asking a customer “What’s one thing that frustrates you the most about ABC product?” to understand what their most common problems are.)

Quantitative analysis…

Relies on questions that can be answered with data, numbers and/or statistics. (i.e. researching which questions are getting the most search volume in Google, and using the findings to prioritize your customers’ most common problems.)

To gain the best possible understanding of the market and your customers, you’ll need both.

Here are two of our favourite methods to put into practice here:

1. Ask your customers what their biggest pain point is.

And leave it as open-ended as you can. If you ask leading questions here (i.e. “Is ABC a major pain point for you?”) you’ll miss out on what their pain points *actually* are.

Ask them the question, let them share whatever they’d like, then compare the responses to look for trends after you’ve conducted a handful of interviews.

2. Use the Sherlock Homeboy Technique to see what’s working best for your competition.

Define what result or metric you want to focus on, then study your competition.

What are they doing marketing-wise that’s achieving that result the best? Don’t be afraid to get specific as well—if they’re creating blog content that’s working, which specific topics are performing the best? Is there a certain *type* of content that’s working best?

The Sherlock Homeboy technique will become your best friend here.

For example: Which HubSpot blog posts are attracting the most backlinks?

sherlock homeboy technique

#SherlockHomeboy 🔍

3. Establish key objectives and metrics

Every organization is chasing success. But what “success” actually looks like varies wildly from one company to the next, and how “success” is measured varies just as much.

The same is true for B2B marketing strategies—a successful strategy could be one that increases sales, or generates awareness, or attracts more leads, or increases customer referrals , and the list can go on & on.

Our walkthrough on how B2B marketers can identify key content marketing metrics and objectives outlines how to approach this from a content marketing lens, but the same thinking can be extrapolated to other marketing strategies.

And you’ll have a (rough) map of which metrics matter most and how exactly they tie into your overall business goals.

Here’s the thing that we see a lot of B2B marketers get hung up on:

All data can be important, but if you try to measure and analyze everything, you’re going to end up with nothing.

Just because you can track and measure 100 different metrics doesn’t mean you should be tracking and measuring all 100. The key is to prioritize the metrics that best align with your business objectives.

Are click-through rates from Twitter posts impacting your business goal of generating more inbound leads? It’s unlikely, but if they are then it’s something you want to track.

How about click-through rates from your blog posts to your demo request landing page? The impact on your business goal here is likely going to be a lot higher, so it’s a metric you’ll want to pay closer attention to.

Not only does this keep you focused on what matters, it prevents you from being overwhelmed by the sheer amount of data points you have at your disposal.

After you identify which metrics have the most impact on your business goals and which you’re planning to actively track—the next step is setting targets and marketing goals.

Here’s the key:

Make sure your goals are SMART.

smart goal framework

Specific : Explain exactly what it’s you’re trying to accomplish.

Measurable : Make sure there’s a way for progress and success to be tracked.

Achievable : It needs to be realistically possible (i.e. “generate 50,000 inbound leads this year” when you only had 200 last year is likely a major stretch)

Relevant : If the goal doesn’t connect to your business goals and won’t directly impact your overall success, it’s not worth setting.

Time-Bound : A goal without a deadline is just a dream.

Let’s say you’ve identified blog post visitors from Google as your highest converting source of traffic and you want to increase the volume here.

Instead of your goal being:

“Get more visitors to our blog”

It would look more like this:

“Since organic blog traffic is our best converting traffic source, I want to increase organic blog traffic from 2,000 sessions to 3,000 sessions per month within 3 months.”

4. Develop your B2B customer journey map

At Foundation, we start every content marketing strategy with a B2B customer journey map .

The customer journey map is an opportunity for you to become familiar with the various touchpoints that are involved in your B2B marketing strategy as customers move through the sales funnel , as well as what influences their decisions and what questions they may have.

This is also a great place to include ideas for content that may answer those questions, how many searches that content might receive based on your research, and what format is best for that content.

This is the template we use at Foundation:

b2b customer journey map

(You can download a copy of your own here)

A nd here’s how you can get started with a journey map:

At its core, the customer journey map helps you understand your different buyer personas and identify opportunities to get their attention.

It’ll also keep your sales team from becoming the annoying sales reps that keep showing up in your inbox with the wrong message at the wrong time.

When you know the specific pains your best customers are experiencing at each stage of their journey, you can reach out with the right message at the right time to help them solve those pains.

5. Identify executional marketing tactics

At this point, you’ll have your customer research, a customer journey map, qualitative & quantitative analysis, and a breakdown of your key metrics and SMART goals.

It’s time to map out what you want to do to reach those goals.

Let’s run with an example… Here’s the details:

And here’s the goal you’ve landed on:

“Since our case study leads have the highest close rates, we want to generate 100 total case study downloads by the end of Q2 this year.”

What you need to figure out now is how you’re going to increase the amount of case study downloads this year.

Before you make any decisions, let’s take a look at the common content marketing funnel:

b2b marketing funnel

You’re trying to bring in strangers and convert them into leads . In order to do that, you first need to turn those strangers into visitors.

Looking at the funnel, we can see that at the top of the funnel, blog posts, SEO, videos, podcasts, and social media are the most effective methods for doing exactly that.

So it would make sense for a few of your marketing tactics to look like this:

That will help you turn strangers into website visitors.

From there, you want to figure out what you’re going to do to turn website visitors into leads—how are you going to carry them from a blog post or video to your case studies?

Your tactics here may look like this:

Depending on your business and marketing goals, the tactics you outline are going to look slightly different. You may have the most success with TV ads, so your tactics will reflect how you’re going to get more value out of that channel.

Or perhaps your focus is further down the funnel and your goals are to increase your close rates on inbound leads—if that’s the case, your tactics should include ways to improve your email marketing and automations that trigger after a visitor becomes a lead.

Whatever your goals are, make sure your tactics can be directly tied to achieving those goals and alleviating the pain points your customers are feeling throughout their journey.

Developing your B2B brand strategy: Methods & examples from some of the top brands

At this point, you’ll have conducted plenty of research—customer research, industry research, analytics research—to pull out as many valuable insights as you can.

You’ll have set your high-level business goals and connected them to marketing activities and metrics that carry you toward them.

Then used that research and those marketing goals to plan your customer journey map and executional tactics.

You have a plan that’s ready to be implemented.

But before you dive right in, we want to share a handful of examples from the real world. Both from a brand-building and lead generation (further below) standpoint.

Let’s jump in:

1. Transparency

A brand development strategy that more and more companies have been adopting in recent years is transparency.

For Buffer , this has meant making all of their behind-the-scenes data—revenue, workplace diversity metrics, even salaries—freely available to anyone who wants to access them.

Here’s a great example from their CEO, Joel Gascoigne:

buffer announcement

He talked about how they tried to scale too quickly and had to let 10 of their recent hires go. This type of honest communication simply isn’t common in the business world.

What’s more, he outlined the steps the company was taking to right the ship, starting with a salary cut of 40% for himself and then-COO Leo Widrich.

“It’s more work to be transparent, because you’re sharing the data, the numbers, and you’ve got to explain the context. One of the things I love about transparency is it forces us to do that.” —Joel Gascoigne, CEO of Buffer

Here’s what they share directly on their about page :

buffer transparency

Companies are always eager to talk about their successes, but never their failures, even though that’s where the valuable stuff is.

Businesses don’t always talk about the negatives. They’d rather focus in the moment on trying to be successful, assuming there will be time for reflection afterwards.

That strategy may work for some, but the fact is that having transparency as a core value has earned Buffer a ton of attention from the likes of Forbes , The Atlantic , and Fortune .

As a brand development strategy, transparency may be trendy, but open and honest communication with employees and a commitment to providing more opportunities to underrepresented groups will never go out of style.

2. Cause & Purpose Association

Earlier in Slack’s lifetime (before the brand refresh & before the IPO) the company had a storefront on its website called the Slack Shop , which sold items like wooden coasters, shirts, and socks with Slack branding.

slack shop

Corporate swag is cool, but the real value of the storefront was in charitable giving .

Every six months, Slack selected a new charity to support through store proceeds, with a minimum $10,000 donation.

While the Slack Shop is no longer a permanent fixture (it only appears from time to time), it’s an example of cause and purpose association, also known as cause marketing or cause-related marketing .

Put simply, cause and purpose association is tying your business to an issue or a topic that is more important to the world than your bottom line.

One of the most prominent companies to embrace cause and purpose association is the outdoor clothing and gear company Patagonia .

In 2016, they donated the entirety of their Black Friday sales to environmental groups fighting climate change ($10 million, a 300% increase in sales over the previous year).

“It cost us a bunch of money because it was total revenue. But 60 percent of the customers were new buyers. Sixty percent. It was one of the best business things we’ve ever done.” — Yvon Chouinard, founder of Patagonia

While the initiative got the company a bunch of attention, helping to save the environment is in Patagonia’s DNA.

In 1986, Chouinard committed either 1% of sales or 10% of profits (whichever was larger) to environmental activism, and 10 years later the company started to exclusively use organic cotton.

The culture of cause and purpose association has thrived even without Chouinard at the helm.

Fall of 2018, CEO Rose Marcario donated $10 million (Patagonia’s tax cuts) to environmental charities to protest a tax bill.

Patagonia isn’t in the B2B space, but the same principle applies: One of the most surefire brand development strategies is to stand for something.

Advertising great Bill Bernbach once said:

“If you stand for something, you will always find some people for you and some against you. If you stand for nothing, you will find nobody against you, and nobody for you.”

3. Being the Underdog

Everyone loves to root for an underdog, and many brands have positioned themselves as an alternative to something other companies are or aren’t doing.

In their classic book The 22 Immutable Laws of Marketing , Al Reis and Jack Trout write about The Law of the Opposite :

“If you want to establish a firm foothold on the second rung of the ladder, study the firm above you. Where is it strong? And how do you turn that strength into a weakness?”

That’s exactly what Salesforce leadership did in the early days:

They picked an enemy to oppose—their biggest rival, Siebel Systems.

Ahead of a major campaign launch, Salesforce CEO Marc Benioff hired actors to pose as protesters at a conference for Siebel. The protesters descended on San Francisco’s Moscone Center with the rallying cry “The internet is really neat! Software is obsolete!”

Another group of actors pretended to be a news crew covering the “protesters” (who were advocating for Salesforce’s cloud-based system).

marc benioff tweet

Because the protest was so realistic, Siebel Systems called the police, and it wasn’t long before actual reporters showed up (ultimately earning Salesforce hundreds of new customers).

“This marketing stunt worked across many fronts: we built Salesforce.com morale, got great press coverage, and brought our competitor’s customers to our event to hear our message. Within two weeks, more than 100,000 organizations signed up for our service; most were introduced to it through articles about the launch. Later, our End of Software campaign was recognized by PR Week as the ‘Hi-Tech Campaign of the Year.’” — Marc Benioff, CEO of Salesforce

Over the years, Benioff has grown fond of these guerrilla marketing tactics—using the actions of competitor companies to put a spotlight on his own brand.

It’s a tactic that Slack also utilized recently, when it put an open letter to Microsoft as a full-page ad in the New York Times the day the software giant’s competitor, Microsoft Teams, was unveiled.

slack newspaper ad

In that letter, Slack spoke about the lessons it had learned in building its platform, noting that communication software has to be more than a list of features.

With one advertisement, Slack positioned itself as both the underdog and the master.

The company couldn’t fight Microsoft in a battle of resources ( see $1.27 trillion with a “T” market cap ), but Slack’s role as the king of communication meant they weren’t afraid to offer some tips for success to the competitor infringing on its turf.

Naturally, some people loved the ad. Some people hated it.

But that’s the goal, right?

Getting people talking.

4. Employee Empowerment

First of all—what does this *actually* mean?

According to study.com (great domain name), employee empowerment means giving employees a certain level of autonomy and responsibility for decision-making regarding their specific organizational tasks.

As Mike Tanner explored in his book Really Little Wins , when given autonomy and the ability to tackle his tasks in whichever order he desired, he experienced a dramatic increase in job satisfaction and productivity.

One of the best examples of employee empowerment as a B2B marketing strategy was the video campaign the live chat company Drift ran on LinkedIn in 2018 —a campaign that was planned only five days before it was launched, yet generated 3 million views and resulted in the highest single-day traffic in the company’s history.

drift linkedin takeover

Dave Gerhardt (Former VP of marketing at Drift) had been running some engagement experiments using LinkedIn video, which was a fairly recent addition to the platform, and found his videos getting thousands of views and a ton of engagement. People he did not know would recognize him as “that guy from the LinkedIn videos.”

Seeing how far his message had spread, he wondered what would happen if a hundred people at Drift posted videos to LinkedIn to promote a new product.

It started with half a dozen people posting videos during their daily commutes, and then things started to get really crazy when one of the product managers posted a video while on vacation:

“She’s literally skiing and … she’s talking about how, you know, ‘Modern email is broken. We built an email marketing platform that actually matches how people want to buy…’ and she’s literally skiing down the mountain. That was when just all hell broke loose, because at that point, then once people saw it, it turned into a competition here internally where everyone started to one up each other.” —Dave Gerhardt, VP of Marketing at Drift

With its super-engaged workforce, Drift is also one of the leaders in employee advocacy.

It’s a strategy where employees share company content to their personal social networks and in turn are able to grow their personal brands.

The company will routinely have employees from different departments create content based on their expertise, such as a customer success manager hosting an informational video about using video in customer success .

5. Launch Free Tools

People tend to love things that help them solve problems.

And they love it even more when that help is free.

Creating helpful tools and releasing them for free is a fantastic way to help your customers solve their problems and build up brand affinity. And one of the best in the industry at doing exactly that is HubSpot.

They’ve created and launched dozens of free tools over the years. The current tally is at 45 different tools available for download—with everything from buyer personas to invoice templates making the cut:

hubspot free tools

But one of their most well-known tools launched in 2007 (the early days)—the Website Grader .

website grader

Visitors type in their email address and the URL of their website, and the Website Grader will measure the site’s marketing effectiveness, generating a score between 0 and 100 based on factors including traffic, SEO and social media. Based on its findings, the grader will also suggest ways to improve inbound marketing efforts.

The user gets actionable insights and suggestions.

HubSpot fills their pipeline with well-populated leads.

HubSpot may be one of the best-known free tool providers, but it’s not the only one.

Over the past few years, Shopify’s also gotten in on the action—creating privacy , refund , and terms of service policy templates for its users (which are bundled with a free trial of the product, of course).

shopify privacy policy

Refrens.com also provides free  online invoice generator  for agencies, small businesses, and freelancers.

Having new stuff to play with online is always cool, but the reason that offering free tools is a great brand development strategy is that it’s all about empowering the customer to do things they wouldn’t be able to on their own.

Consultants to analyze our website are expensive.

So are lawyers that write custom privacy, refund and TOS policies.

If you can give customers the tools to tackle their own problems to a certain standard, they’ll value the experience, gain confidence, and remember that it was YOU that helped them.

And as an added bonus, it’s no surprise that the best free tools are also often the most linked to free tools.

B2B Brands can create a lot of different types of content: How To's, Guides, News, Research, Product Updates, Collections, Round Ups, Stats, Reports, Definitions, etc… But the most *LINKABLE* asset you can create is often times a TOOL. ⚒️What do I mean? (THREAD) — Ross Simmonds (@TheCoolestCool) January 20, 2020

If you can create something that’s helpful for your target users or customers, they’re highly likely to be willing to give you their email address to get access. And the more helpful your tool becomes, the more people will be talking about it.

6. Own Your Position of Strength

Here’s the reality:

There’s little room for humility in marketing.

“Marketing, like war, is a zero-sum game. If you want something you have to take it from someone else. In order for someone to win, someone has to lose. Adam Morgan described it as ‘like a knife-fight in a phone box.’ there isn’t anywhere to hide. There isn’t any place for bystanders. Everyone has to choose.” — Dave Trott, advertising legend

In other words, businesses aren’t often going to succeed by caring deeply about how their competitors might feel.

You need to be willing to own your position of strength. When something great happens to your business, you should use it to your advantage.

This doesn’t mean you need to ship a press release for every single thing that ever happens with your company, but promoting and announcing that your company is top rated SaaS product in your category can affirm your position at the top.

salesforce #1 crm

You won’t be at the top of a product or service category forever, but when you say your business is #1 in your vertical or within a certain customer base, that becomes your reputation with customers and competitors alike.

Find out what your organization is knocking out of the park and promote yourself with it.

If the goal of marketing is to persuade the right sort of customers to buy, then promoting yourself as a leader in a specific area is one of the most surefire ways to do so.

7. Being Customer-Focused

It’s easy for a business to say they’re customer-focused.

But this typically means the great service they provide ends with sales and support.

Companies that are truly customer-focused are investing in long-term relationships with their customers. They treat the amount of money they can make as secondary to the personal growth and development of the customer.

Naturally, this focus on helping their customers win is going to lead to the company winning long-term as well.

Plenty of B2B companies host conferences with the goal of helping to educate and inform. HubSpot hosts Inbound , a conference dedicated to marketing, sales, and business. Slack is behind Frontiers , about the intersection of technology and organizational performance.

One of the best conferences is Twilio’s Signal .

signal event

It’s a two-day customer and developer conference focused on Twilio’s products, one-on-one engagement with experts, networking and building stronger relationships with customers.

Demonstrating their commitment to their developers and customers, Twilio also hires developer evangelists who can teach others about coding and the world of software development to serve as the public face of the company to local groups around the world.

Another business demonstrating their focus on customers in their marketing is customer success company Gainsight .

They’ve created a Slack community for leaders to share their ideas, discuss industry trends, network and learn from guest speakers.

customer success chat

One of the main advantages of being customer-focused is being able to grow a community of people with similar interests. Those relationships may end up being more valuable than the product or service that is being provided.

What’s next?

For those keeping track at home, that’s seven brand building strategies that the top brands in B2B have used over the past decade to position themselves as industry leaders.

Even if you’re not Slack or Salesforce-sized (most of us aren’t), you can still take inspiration from their initiatives and campaigns and test smaller-scale versions.

Now let’s shift gears a bit.

Let’s talk lead generation tactics for B2B brands.

Creating a lead generation strategy: What works & what do you need?

No matter how you tackle the brand building side of B2B marketing, one thing will almost always be true—you need more (or just better) leads.

Chances are your B2B marketing strategy that’s in the works as you read this post is connected to increasing revenue in some fashion. More customers, better retention, higher quality pipeline—all of these goals have one thing in common: Revenue.

And as you’re working backward from that primary business goal, the almost unavoidable step you’ll hit is lead generation. You need to find reliable methods and tactics that you can use to generate leads on a consistent basis.

In this section, we’re going to share 5 proven methods you can start using right away.

1. Downloadable Assets

Pop quiz: What do the people love?

We’ve already talked about this one—the people love getting things for free.

There’s a ton of value in offering downloadable assets on your website, especially when they speak to problems beyond your product or service.

For example, Stripe offers guides and resources on everything from talent recruitment to using machine learning for fraud detection.

Similarly, Intercom offers downloadable ebooks on product management, customer engagement and even the jobs-to-be-done productivity framework.

intercom book

Free stuff is great.

And it’s even better when giving away these free assets that help your audience also result in leads for your business.

In exchange for the free template, guide, worksheet or ebook, your future customers will give you their email address (and whatever else you ask for) with a form.

And just like that, you now have the contact information of someone who’s expressed interest in something you offer. And once you have that information, you can start to reach out (manually or with automated email sequence outreach ).

Offering downloadable assets is one of the most common lead generation strategies —and for good reason. It’s because it works. Plain and simple.

2. Hosting Webinars

The humble webinar has long been a staple of B2B marketing.

It’s a training session, product demo and Q&A all rolled into one live and interactive meeting.

However, companies are starting to recognize that webinars are more than just great tools for interacting with and helping to educate current customers—they can also be used to increase customer lifetime value , reduce churn, convert trial users and, yes, even generate leads.

Intercom in particular frequently hosts webinars that feature a well-known guest or business leader sharing their expertise.

Not only does this attract people outside of the company ecosystem, it also increases product and brand awareness and helps build relationships with these guests.

intercom webinars

You can also include incentives to convince leads to attend. Things like free strategy calls, templates, extended trials, etc.

While Intercom may talk a lot about the features of their platforms, their public-facing webinars are intended to be as valuable as possible, and that’s what will lead people to poke around their websites and sign up for trial accounts.

Notion takes the same approach.

They run weekly webinars on CrowdCast that just explore the hundreds of ways people use Notion. They’re not *selling* Notion on the webinar—the goal is to show how awesome the product can be, introduce plenty of great ways to get value from it and let the rest take care of itself.

notion webinars

Intercom also allows their trial users to attend product-specific webinars. As a result, trial users learn more about what the platform is capable of and how they might use it better, and have added incentive to become paid users.

And that’s the art of the pitch: Demonstrate the value of a product to a user, showcase how it can make their life easier, and they’ll typically be willing to at least give it a try.

3. B2B Review Sites

One of the most significant trends in the B2B world over the past several years has been the Yelpification of B2B .

Our personal behaviours of looking for social proof, reading reviews, and making judgement calls about products or services have slowly but surely spilled over into the business world.

Some of the biggest adopters of this trend are the business software review sites G2, Capterra and TrustRadius, and as a result they’re getting huge amounts of traffic.

Yelpification Of B2B. The same way Yelp / TripAdvisor is make or break for restaurants — Capterra / G2 are becoming that for B2B software. They already rank: #2 for 70+ branded terms. #3 for 60+ branded terms. #4 for 80+ branded terms. AND… #1 for hundreds of BOFU pages. — Ross Simmonds (@TheCoolestCool) June 9, 2019

All of this traffic, combined with the social proof these sites provide, can act as significant lead drivers for B2B software.

When you visit Capterra and see that Notion has an overall rating of 4.5 stars, tons of glowing reviews, and starts at $4 a month, odds are you’re going to click through to Notion’s product page to at least see what all the hype is about.

4. Paid Search Advertising

We touched on this during the customer journey mapping stage.

Your audience has pain points and questions that they’re asking. Where are they going to ask those questions? That would be Google.

Take a look at the current search market share:

google market share

Google = 90.8%

That means 9 out of 10 searches are happening on Google-owned properties.

So if you’re customer has questions, and you have answers—where is it that you need to be? Where they’re asking the questions, of course.

A successful content marketing strategy where SEO is a major part is going to lead to long-term success when executed well, but the other search-related tactic you can start executing right away is Google Ads .

The process is fairly straightforward:

The value of Google Ads is that they will put your company on page 1 for a relevant Google Search. Yet over the last five years, the cost-per-acquisition (CPA) for a Google Ad campaign within most industries has steadily increased. So, many companies use social media ads to build trust and familiarity which can result in a more successful Google Ads campaign . But, Google Ads are definitely something worth testing at the very least.

5. Paid Social Advertising

While paid social ads are similar to Google ads in the sense that you’re paying to reach your audience right away—the stage itself is a bit different.

With Google Ads, your customers are actively looking for something that you offer. You’re just paying to show up at the top of the list.

With social ads, your customers are not actively looking for you. In fact, all they’re looking to do most of the time is figure out what their friends, family, colleagues and favourite celebs are up to.

If you want to just open up Facebook and launch a campaign to target certain interests or demographics, the audience you’re targeting is going to be quite cold. They probably don’t know you, and they’re probably going to be hesitant to give you their information or swipe their credit card right away—if they even stop scrolling and give you the time of day.

So how should you approach social ads?

Retargeting ads.

First, setup a Facebook Pixel and LinkedIn Insights Tag on your website. This will keep track of who’s visiting your site and what actions they’re taking.

Then, as the pixels collect more and more information, you can launch social ad campaigns that target people who’ve already taken specific actions that indicate they might be interested in what you’re offering.

Cold → Warm

You can narrow it down to target only people that visited your pricing page but didn’t convert, added a product to their cart but didn’t checkout, or just visited more than one blog post.

In 2019 we analyzed 100 Facebook ads from SaaS brands to see what tactics, campaigns, and ad types were working the best—be sure to give that post a read as well if you’re planning to launch an ad campaign in the near future.

b2b saas facebook ads

Wrapping Things Up

One of the most exciting things about B2B marketing is that there’s always something new to try or experiment with. And while most tactics don’t last, the rules of brand strategy have proven to be far more consistent.

If you’ve made it this far—congratulations and happy to see you at the finish line!

Hopefully you’ve been able to pull some great value from this post. Don’t forget to hit “bookmark” so you can come back to the examples we shared down the road.

Let’s recap what we just covered.

If you’ve made it this far, you’re not like most marketers…

Most marketers aren’t interested in doing hard things like reading a blog post this long.

But here you are.

You’re demonstrating your willingness to do hard things, so how about one more:

We challenge you to take one of the ideas you’ve read about and act on them. Right now. Not tomorrow. Right now. Copy the section and send it to your boss or team and say “we need to think about how we can apply this.”

That’s all it takes.

And with that, we’d love to hear your thoughts in the comments down below. Strategy steps that you’re getting hung up on? Favourite brand building examples? Favourite lead generation tactics? Let’s hear ‘em. 🚀

(Post written with contributions from Matthew Rawle )

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28 Case Study Examples Every Marketer Should See

Caroline Forsey

Published: December 27, 2022

Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's not easy to create case studies that your audience can’t wait to read.

Marketer writing a marketing case study

In this post, we’ll go over the definition of a case study and the best examples to inspire you.

Download Now: 3 Free Case Study Templates

What is a case study?

A case study is a detailed story of something your company did. It includes a beginning — often discussing a conflict, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.

A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer. This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial. A great case study is also filled with research and stats to back up points made about a project's results.

There are myriad ways to use case studies in your marketing strategy . From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer. Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.

Fill out the form below to access the free case study templates.

Case Study Kit + Templates

Fill out this form to access free case study templates..

There’s no better way to generate more leads than by writing case studies . But without case study examples to draw inspiration from, it can be difficult to write impactful studies that convince visitors to submit a form.

Marketing Case Study Examples

To help you create an attractive and high-converting case study, we've put together a list of some of our favorites. This list includes famous case studies in marketing, technology, and business.

These studies can show you how to frame your company offers in a way that is both meaningful and useful to your audience. So, take a look, and let these examples inspire your next brilliant case study design.

These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data. In other words, you don’t get just nice statements, like "This company helped us a lot." You see actual change within the firm through numbers and figures.

You can put your learnings into action with HubSpot's Free Case Study Templates . Available as custom designs and text-based documents, you can upload these templates to your CMS or send them to prospects as you see fit.

case study template

1. " How Handled Scaled from Zero to 121 Locations with the Help of HubSpot ," by HubSpot

Case study examples: Handled and HubSpot

What's interesting about this case study is the way it leads with the customer. That reflects a major HubSpot cornerstone, which is to always solve for the customer first. The copy leads with a brief description of why the CEO of Handled founded the company and why he thought Handled could benefit from adopting a CRM. The case study also opens up with one key data point about Handled’s success using HubSpot, namely that it grew to 121 locations.

Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the other text on the page. So while your case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.

Key Learnings from the HubSpot Case Study Example

2. " The Whole Package ," by IDEO

Case study examples: IDEO and H&M

Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, they’re greeted with a big, bold photo and the title of the case study — which just so happens to summarize how IDEO helped its client. It summarizes the case study in three snippets: The challenge, the impact, and the outcome.

Immediately, IDEO communicates its impact — the company partnered with H&M to remove plastic from its packaging — but it doesn't stop there. As the user scrolls down, the challenge, impact, and progress are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and intriguing visuals.

Key Learnings from the IDEO Case Study Example

3. " Rozum Robotics intensifies its PR game with Awario ," by Awario

Case study example from Awario

In this case study, Awario greets the user with a summary straight away — so if you’re feeling up to reading the entire case study, you can scan the snapshot and understand how the company serves its customers. The case study then includes jump links to several sections, such as "Company Profile," "Rozum Robotics' Pains," "Challenge," "Solution," and "Results and Improvements."

The sparse copy and prominent headings show that you don’t need a lot of elaborate information to show the value of your products and services. Like the other case study examples on this list, it includes visuals and quotes to demonstrate the effectiveness of the company’s efforts. The case study ends with a bulleted list that shows the results.

Key Learnings from the Awario Robotics Case Study Example

4. " Chevrolet DTU ," by Carol H. Williams

Case study examples: Carol H. Williams and Chevrolet DTU

If you’ve worked with a company that’s well-known, use only the name in the title — like Carol H. Williams, one of the nation’s top advertising agencies, does here. The "DTU," stands for "Discover the Unexpected." It generates interest because you want to find out what the initials mean.

They keep your interest in this case study by using a mixture of headings, images, and videos to describe the challenges, objectives, and solutions of the project. The case study closes with a summary of the key achievements that Chevrolet’s DTU Journalism Fellows reached during the project.

Key Learnings from the Carol H. Williams Case Study Example

5. " How Fractl Earned Links from 931 Unique Domains for Porch.com in a Single Year ," by Fractl

Case study example from Fractl

Fractl uses both text and graphic design in their Porch.com case study to immerse the viewer in a more interesting user experience. For instance, as you scroll, you'll see the results are illustrated in an infographic-design form as well as the text itself.

Further down the page, they use icons like a heart and a circle to illustrate their pitch angles, and graphs to showcase their results. Rather than writing which publications have mentioned Porch.com during Fractl’s campaign, they incorporated the media outlets’ icons for further visual diversity.

Key Learnings from the Fractl Case Study Example

6. " The Met ," by Fantasy

Case study example from Fantasy

What's the best way to showcase the responsiveness and user interface of a website? Probably by diving right into it with a series of simple showcases— which is exactly what Fantasy does on their case study page for the Metropolitan Museum of Art. They keep the page simple and clean, inviting you to review their redesign of the Met’s website feature-by-feature.

Each section is simple, showing a single piece of the new website's interface so that users aren’t overwhelmed with information and can focus on what matters most.

If you're more interested in text, you can read the objective for each feature. Fantasy understands that, as a potential customer, this is all you need to know. Scrolling further, you're greeted with a simple "Contact Us" CTA.

Key Learnings from the Fantasy Case Study Example

7. " Rovio: How Rovio Grew Into a Gaming Superpower ," by App Annie

Case study example from App Annie

If your client had a lot of positive things to say about you, take a note from App Annie’s Rovio case study and open up with a quote from your client. The case study also closes with a quote, so that the case study doesn’t seem like a promotion written by your marketing team but a story that’s taken straight from your client’s mouth. It includes a photo of a Rovio employee, too.

Another thing this example does well? It immediately includes a link to the product that Rovio used (namely, App Annie Intelligence) at the top of the case study. The case study closes with a call-to-action button prompting users to book a demo.

Key Learnings from the App Annie Case Study Example

8. " Embracing first-party data: 3 success stories from HubSpot ," by Think with Google

Case study examples: Think with Google and HubSpot

Google takes a different approach to text-focused case studies by choosing three different companies to highlight.

The case study is clean and easily scannable. It has sections for each company, with quotes and headers that clarify the way these three distinct stories connect. The simple format also uses colors and text that align with the Google brand.

Another differentiator is the focus on data. This case study is less than a thousand words, but it's packed with useful data points. Data-driven insights quickly and clearly show how the value of leveraging first-party data while prioritizing consumer privacy.

Case studies example: Data focus, Think with Google

Key Learnings from the Think with Google Case Study Example

9. " In-Depth Performance Marketing Case Study ," by Switch

Case study example from Switch

Switch is an international marketing agency based in Malta that knocks it out of the park with this case study. Its biggest challenge is effectively communicating what it did for its client without ever revealing the client’s name. It also effectively keeps non-marketers in the loop by including a glossary of terms on page 4.

The PDF case study reads like a compelling research article, including titles like "In-Depth Performance Marketing Case Study," "Scenario," and "Approach," so that readers get a high-level overview of what the client needed and why they approached Switch. It also includes a different page for each strategy. For instance, if you’d only be interested in hiring Switch for optimizing your Facebook ads, you can skip to page 10 to see how they did it.

The PDF is fourteen pages long but features big fonts and plenty of white space, so viewers can easily skim it in only a few minutes.

Key Learnings from the Switch Case Study Example

10. " Gila River ," by OH Partners

Case study example from OH Partners

Let pictures speak for you, like OH Partners did in this case study. While you’ll quickly come across a heading and some text when you land on this case study page, you’ll get the bulk of the case study through examples of actual work OH Partners did for its client. You will see OH Partners’ work in a billboard, magazine, and video. This communicates to website visitors that if they work with OH Partners, their business will be visible everywhere.

And like the other case studies here, it closes with a summary of what the firm achieved for its client in an eye-catching way.

Key Learnings from the OH Partners Case Study Example

11. " Facing a Hater ," by Digitas

Case study example from Digitas

Digitas' case study page for Sprite’s #ILOVEYOUHATER campaign keeps it brief while communicating the key facts of Digitas’ work for the popular soda brand. The page opens with an impactful image of a hundred people facing a single man. It turns out, that man is the biggest "bully" in Argentina, and the people facing him are those whom he’s bullied before.

Scrolling down, it's obvious that Digitas kept Sprite at the forefront of their strategy, but more than that, they used real people as their focal point. They leveraged the Twitter API to pull data from Tweets that people had actually tweeted to find the identity of the biggest "hater" in the country. That turned out to be @AguanteElCofler, a Twitter user who has since been suspended.

Key Learnings from the Digitas Case Study Example

12. " Better Experiences for All ," by HermanMiller

Case study example from HermanMiller

HermanMiller sells sleek, utilitarian furniture with no frills and extreme functionality, and that ethos extends to its case study page for a hospital in Dubai.

What first attracted me to this case study was the beautiful video at the top and the clean user experience. User experience matters a lot in a case study. It determines whether users will keep reading or leave. Another notable aspect of this case study is that the video includes closed-captioning for greater accessibility, and users have the option of expanding the CC and searching through the text.

HermanMiller’s case study also offers an impressive amount of information packed in just a few short paragraphs for those wanting to understand the nuances of their strategy. It closes out with a quote from their client and, most importantly, the list of furniture products that the hospital purchased from the brand.

Key Learnings from the HermanMiller Case Study Example

13. " Capital One on AWS ," by Amazon

Case study example from Amazon AWS

Do you work continuously with your clients? Consider structuring your case study page like Amazon did in this stellar case study example. Instead of just featuring one article about Capital One and how it benefited from using AWS, Amazon features a series of articles that you can then access if you’re interested in reading more. It goes all the way back to 2016, all with different stories that feature Capital One’s achievements using AWS.

This may look unattainable for a small firm, but you don’t have to go to extreme measures and do it for every single one of your clients. You could choose the one you most wish to focus on and establish a contact both on your side and your client’s for coming up with the content. Check in every year and write a new piece. These don’t have to be long, either — five hundred to eight hundred words will do.

Key Learnings from the Amazon AWS Case Study Example

14. " HackReactor teaches the world to code #withAsana ," by Asana

Case study examples: Asana and HackReactor

While Asana's case study design looks text-heavy, there's a good reason. It reads like a creative story, told entirely from the customer's perspective.

For instance, Asana knows you won't trust its word alone on why this product is useful. So, they let Tony Phillips, HackReactor CEO, tell you instead: "We take in a lot of information. Our brains are awful at storage but very good at thinking; you really start to want some third party to store your information so you can do something with it."

Asana features frequent quotes from Phillips to break up the wall of text and humanize the case study. It reads like an in-depth interview and captivates the reader through creative storytelling. Even more, Asana includes in-depth detail about how HackReactor uses Asana. This includes how they build templates and workflows:

"There's a huge differentiator between Asana and other tools, and that’s the very easy API access. Even if Asana isn’t the perfect fit for a workflow, someone like me— a relatively mediocre software engineer—can add functionality via the API to build a custom solution that helps a team get more done."

Key Learnings from the Asana Example

15. " Rips Sewed, Brand Love Reaped ," by Amp Agency

Case study example from Amp Agency

Amp Agency's Patagonia marketing strategy aimed to appeal to a new audience through guerrilla marketing efforts and a coast-to-coast road trip. Their case study page effectively conveys a voyager theme, complete with real photos of Patagonia customers from across the U.S., and a map of the expedition. I liked Amp Agency's storytelling approach best. It captures viewers' attention from start to finish simply because it's an intriguing and unique approach to marketing.

Key Learnings from the Amp Agency Example

16. " NetApp ," by Evisort

Case study examples: Evisort and NetApp

Evisort opens up its NetApp case study with an at-a-glance overview of the client. It’s imperative to always focus on the client in your case study — not on your amazing product and equally amazing team. By opening up with a snapshot of the client’s company, Evisort places the focus on the client.

This case study example checks all the boxes for a great case study that’s informative, thorough, and compelling. It includes quotes from the client and details about the challenges NetApp faced during the COVID pandemic. It closes out with a quote from the client and with a link to download the case study in PDF format, which is incredibly important if you want your case study to be accessible in a wider variety of formats.

Key Learnings from the Evisort Example

17. " Copernicus Land Monitoring – CLC+ Core ," by Cloudflight

Case study example from Cloudflight

Including highly specialized information in your case study is an effective way to show prospects that you’re not just trying to get their business. You’re deep within their industry, too, and willing to learn everything you need to learn to create a solution that works specifically for them.

Cloudflight does a splendid job at that in its Copernicus Land Monitoring case study. While the information may be difficult to read at first glance, it will capture the interest of prospects who are in the environmental industry. It thus shows Cloudflight’s value as a partner much more effectively than a general case study would.

The page is comprehensive and ends with a compelling call-to-action — "Looking for a solution that automates, and enhances your Big Data system? Are you struggling with large datasets and accessibility? We would be happy to advise and support you!" The clean, whitespace-heavy page is an effective example of using a case study to capture future leads.

Key Learnings from the Cloudflight Case Study Example

18. " Valvoline Increases Coupon Send Rate by 76% with Textel’s MMS Picture Texting ," by Textel

Case study example from Textel

If you’re targeting large enterprises with a long purchasing cycle, you’ll want to include a wealth of information in an easily transferable format. That’s what Textel does here in its PDF case study for Valvoline. It greets the user with an eye-catching headline that shows the value of using Textel. Valvoline saw a significant return on investment from using the platform.

Another smart decision in this case study is highlighting the client’s quote by putting it in green font and doing the same thing for the client’s results because it helps the reader quickly connect the two pieces of information. If you’re in a hurry, you can also take a look at the "At a Glance" column to get the key facts of the case study, starting with information about Valvoline.

Key Learnings from the Textel Case Study Example

19. " Hunt Club and Happeo — a tech-enabled love story ," by Happeo

Case study example from Happeo

In this blog-post-like case study, Happeo opens with a quote from the client, then dives into a compelling heading: "Technology at the forefront of Hunt Club's strategy." Say you’re investigating Happeo as a solution and consider your firm to be technology-driven. This approach would spark your curiosity about why the client chose to work with Happeo. It also effectively communicates the software’s value proposition without sounding like it’s coming from an in-house marketing team.

Every paragraph is a quote written from the customer’s perspective. Later down the page, the case study also dives into "the features that changed the game for Hunt Club," giving Happeo a chance to highlight some of the platform’s most salient features.

Key Learnings from the Happeo Case Study Example

20. " Red Sox Season Campaign ," by CTP Boston

Case study example from CTP Boston

What's great about CTP's case study page for their Red Sox Season Campaign is their combination of video, images, and text. A video automatically begins playing when you visit the page, and as you scroll, you'll see more embedded videos of Red Sox players, a compilation of print ads, and social media images you can click to enlarge.

At the bottom, it says "Find out how we can do something similar for your brand." The page is clean, cohesive, and aesthetically pleasing. It invites viewers to appreciate the well-roundedness of CTP's campaign for Boston's beloved baseball team.

Key Learnings from the CTP Case Study Example

21. " Acoustic ," by Genuine

Case study example from Genuine

Sometimes, simple is key. Genuine's case study for Acoustic is straightforward and minimal, with just a few short paragraphs, including "Reimagining the B2B website experience," "Speaking to marketers 1:1," and "Inventing Together." After the core of the case study, we then see a quote from Acoustic’s CMO and the results Genuine achieved for the company.

The simplicity of the page allows the reader to focus on both the visual aspects and the copy. The page displays Genuine's brand personality while offering the viewer all the necessary information they need.

22. " Using Apptio Targetprocess Automated Rules in Wargaming ," by Apptio

Case study example from Apptio

Apptio’s case study for Wargaming summarizes three key pieces of information right at the beginning: The goals, the obstacles, and the results.

Readers then have the opportunity to continue reading — or they can walk away right then with the information they need. This case study also excels in keeping the human interest factor by formatting the information like an interview.

The piece is well-organized and uses compelling headers to keep the reader engaged. Despite its length, Apptio's case study is appealing enough to keep the viewer's attention. Every Apptio case study ends with a "recommendation for other companies" section, where the client can give advice for other companies that are looking for a similar solution but aren’t sure how to get started.

Key Learnings from the Apptio Case Study Example

23. " Airbnb + Zendesk: building a powerful solution together ," by Zendesk

Case study example from Zendesk

Zendesk's Airbnb case study reads like a blog post, and focuses equally on Zendesk and Airbnb, highlighting a true partnership between the companies. To captivate readers, it begins like this: "Halfway around the globe is a place to stay with your name on it. At least for a weekend."

The piece focuses on telling a good story and provides photographs of beautiful Airbnb locations. In a case study meant to highlight Zendesk's helpfulness, nothing could be more authentic than their decision to focus on Airbnb's service in such great detail.

Key Learnings from the Zendesk Case Study Example

24. " Biobot Customer Success Story: Rollins College, Winter Park, Florida ," by Biobot

Case study example from Biobot

Like some of the other top examples in this list, Biobot opens its case study with a quote from its client, which captures the value proposition of working with Biobot. It mentions the COVID pandemic and goes into detail about the challenges the client faced during this time.

This case study is structured more like a news article than a traditional case study. This format can work in more formal industries where decision-makers need to see in-depth information about the case. Be sure to test different methods and measure engagement .

Key Learnings from the Biobot Case Study Example

25. " Discovering Cost Savings With Efficient Decision Making ," by Gartner

Case study example from Gartner

You don't always need a ton of text or a video to convey your message — sometimes, you just need a few paragraphs and bullet points. Gartner does a fantastic job of quickly providing the fundamental statistics a potential customer would need to know, without boggling down their readers with dense paragraphs. The case study closes with a shaded box that summarizes the impact that Gartner had on its client. It includes a quote and a call-to-action to "Learn More."

Key Learnings from the Gartner Case Study Example

26. " Bringing an Operator to the Game ," by Redapt

Case study example from Redapt

This case study example by Redapt is another great demonstration of the power of summarizing your case study’s takeaways right at the start of the study. Redapt includes three easy-to-scan columns: "The problem," "the solution," and "the outcome." But its most notable feature is a section titled "Moment of clarity," which shows why this particular project was difficult or challenging.

The section is shaded in green, making it impossible to miss. Redapt does the same thing for each case study. In the same way, you should highlight the "turning point" for both you and your client when you were working toward a solution.

Key Learnings from the Redapt Case Study Example

27. " Virtual Call Center Sees 300% Boost In Contact Rate ," by Convoso

Case study example from Convoso

Convoso’s PDF case study for Digital Market Media immediately mentions the results that the client achieved and takes advantage of white space. On the second page, the case study presents more influential results. It’s colorful and engaging and closes with a spread that prompts readers to request a demo.

Key Learnings from the Convoso Case Study Example

28. " Ensuring quality of service during a pandemic ," by Ericsson

Case study example from Ericsson

Ericsson’s case study page for Orange Spain is an excellent example of using diverse written and visual media — such as videos, graphs, and quotes — to showcase the success a client experienced. Throughout the case study, Ericsson provides links to product and service pages users might find relevant as they’re reading the study.

For instance, under the heading "Preloaded with the power of automation," Ericsson mentions its Ericsson Operations Engine product, then links to that product page. It closes the case study with a link to another product page.

Key Learnings from the Ericsson Case Study Example

Start creating your case study.

Now that you've got a great list of examples of case studies, think about a topic you'd like to write about that highlights your company or work you did with a customer.

A customer’s success story is the most persuasive marketing material you could ever create. With a strong portfolio of case studies, you can ensure prospects know why they should give you their business.

Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.

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Case Studies: 4 Examples of Great B2B Marketing

The case studies we’ve included show how  personal branding , online promotions, and cultivating social and real-world communities can yield significant B2B marketing success. You can expect to leave with some original ideas to add into your B2B marketing strategy.

Social Chain – The Power of Personality

Founded just three years ago, this meme factory has risen to become one of the biggest B2B brands in social marketing, offering clients the opportunity to appear on immensely popular channels like Love Food (Instagram, 6.8m followers), BeFitMotivation (Twitter, 1.78m followers) and Hogwarts Logic (561,000k followers).

Social Chain’s achievements are clearly sufficient to warrant a great deal of attention in their own right – but another key factor in the brand’s visibility has been the careful cultivation of its founder, Steve Bartlett, into a prominent influencer.

Steve Bartlett brand on Google

If you ever want to gauge the breadth of somebody’s appeal, just take a look at the “People also search for” entries on their Google card. On Steve Bartlett’s, the celebrated misogynist Dapper Laughs sits snugly alongside Paul Mason, the economist.

Building Brand Bartlett is a constant endeavour, resulting in daily YouTube videos showing the 24-year-old espousing worldly wisdom, acting altruistically and – in one memorable instalment – having a football kicked at his testicles.

We’ve been a little flippant about Mr Bartlett, but make no bones about it: his online personal branding campaign is a roaring success.

With 258k likes on Facebook, 81k followers on Instagram and 72k followers on Twitter, Bartlett draws a huge amount of attention to the Social Chain brand. All that attention will inevitably translate into B2B leads – whether through direct exposure or as a product of the enhancement to Social Chain’s reputation.

By contrast, Social Chain itself has 12k Facebook likes, and 7k Instagram followers and 24k Twitter followers.

The making of an influencer  Becoming an influencer is an attainable goal for just about anyone, given the right tactics. Let’s pick out just a handful of the many ideas and techniques Social Chain have used to build a buzz around their founder:

Communicating success Online influencers differ from most online celebrities in that the people who follow them generally expect to learn something , with a vision to emulating their success.

This would suggest you’ll have a far better chance of finding a following if you can present yourself as successful.

Steve Bartlett is no shrinking violet in this regard. His Twitter background photo shows him speaking to a packed auditorium; his wealth is regularly made conspicuous in social posts (“I’LL GIVE MY ROLEX TO CHARITY IF I DON’T DO IT,” yells one video title); and his newspaper appearances invariably mention how he founded Social Chain at the tender age of 21.

You don’t have to give away your watch to convince people you’re successful – but you do need to consistently communicate success to your audience.

Becoming a regular fixture Steve Bartlett’s vlogs go out every evening at 8 o’clock sharp, providing a regular fixture for his audience. Publishing content regularly breeds habitual consumption, and thereby, loyalty.

Be reassured that weekly updates can work just as well as daily ones. So long as you can get your audience to look forward to consuming your content every day/Wednesday/start of the month/at any other regular interval, you’re in business.

Mixing entertainment with advice You’ll only keep your audience engaged if you can ensure your output is multi-faceted. Just as Steven Bartlett’s combines honest advice with lighter or more colourful moments, so too should your content demonstrate the breadth of your character.

Google AdWords – a high-value, low-cost giveaway If you’ve ever Googled anything to do with digital marketing (and we’re guessing you have), you will have probably at some point have been served an ad offering you £75 free ad credit when you sign up to Google AdWords. If not, you probably had AdWords already.

Example of Google Adwords Voucher Promotion

AdWords’ £75 ad credit voucher campaign and its international equivalents have been around for years, and they keep on attracting new sign-ups for the service. Here are the reasons why we think this campaign has become something of a B2B marketing stalwart:

Impressive numbers £75 free credit! Doesn’t that sound generous? Even when you’re taken into account the fact you have to first spend £25 to activate the promotion, it’s effectively 300% extra, free.

Of course, AdWords has it easier than most brands when it comes to offering its generous promotions – the cost of facilitating its ad service must be relatively low compared with the price account holders pay per-click. What’s to stop them giving away a chunk of Ad credit with a high price tag to a hearty share of their new customers, when that ad credit costs them, the service provider, very little indeed?

If, like AdWords, you can boast impressive numbers in a B2B promotion, you’ll stand a good chance of getting noticed. So if you’re a software provider whose digital toolkit costs £159/month to use, why not rebrand your 1 month’s free trial as a £159 voucher? Or if you’re trying to promote a gamified product, why not offer 100 free in-game tokens, as opposed to a free play? Impressive numbers turn heads.

Time and scope for success The ultimate goal of a promotion like this one is to turn leads into long-term clients. To succeed in this aim, it will need to offer sufficient time and scope for the client to see that the product works successfully. That’s exactly what this promotion does.

Let’s first consider the timescale involved. If the client starts off with a campaign budget of £10/day for their AdWords ads, they’ll have a whole ten days to burn through their initial £100 and gain a basic grasp of the platform. They can bet their bottom dollar they’ll hear from some helpful AdWords reps during this time too.

What’s more important, however, is the scope allowed by that £100 ad credit.

AdWords ads have an average conversion rate of barely over 2%, and with ad bids often costing $1-$2 per-click, an initial credit injection is required to give users a fighting chance of seeing one of their new ads convert. It’s safe to assume this must have been a consideration for AdWords bosses when they designed this promotion.

Last Minute Musicians – building and tapping into a community

Have you ever considered creating a Facebook group to promote your business?

You may not have because branded Facebook groups all-too-often end up reflecting badly on the brand through dearth of members.

However, the function musicians network Last Minute Musicians has proven this approach can work with their thriving group,  Dep Musicians in the UK – Needed and Available .

The group doesn’t have much to do with the LMM’s services – rather, it’s a dedicated noticeboard where people can post when they need a musician to perform at an event, to join a band that’s missing a member, and so on.

LMM know that whilst they’re barely using the group to directly market services to members, it does provide an opportunity for them to get their name out to its exact target audience: professional musicians looking for gigs. The group is an asset, which they exploit by including the following:

At the time of writing, these marketing elements are being communicated to 38,879 group members. In the act of joining, every last one of these people has identified themselves as the target audience. Not too shabby.

Should you set up a Facebook group? If you can link your organisation to some kind of interest group or professional niche, there’s good reason to believe this tactic could work for you.

Try to establish your group as a facilitator of its members’ professional advancement, perhaps by encouraging job-related posts or the sharing of resources. To get the ball rolling, be sure to choose a suitably descriptive name. And moving forward, you can use devices like daily themes, prompts and topical content shares to keep the conversation alive. Remember to be sensitive in your approach to self-promoting via the group – yes, you need to make a return on your hard work in running the group, but a high volume and intensity of marketing will likely alienate users.

You should also be aware that running a Facebook group is a long-term commitment, with a volume of work that only grows with group engagement.

HubSpot – playing the host It’s surely every brand’s dream to be part of the furniture of society – not to settle for being a provider of goods or services, but instead to become a pillar of its community.

One way to achieve this goal is to play the host.

Inbound marketing and sales software providers HubSpot have been striving to do exactly that by organising – or lending its name as a partner – to a globe-straddling programme of digital marketing and e-commerce related events.

From a social media camp in British Columbia and a UX conference in Cape Town to partner events in Leeds, Milan and Tel Aviv, Hub Spot are radiating their brand to their target audience by ploughing time and marketing budget into putting on events. From where we’re standing, it shows them in a good light.

Making your brand the focal point Not many of us have quite the same level of brand recognition or marketing budget as HubSpot, but we can all take lessons from the way they’ve used events to make their brand a focal point within their field:

Inclusivity pays Some of the events offered by HubSpot and its partners carry a ticket price – but most of these are priced very reasonably, and others are free.

This tells us that HubSpot’s events – and by extension its services – are open and affordable to everyone in the business community. You can’t establish yourself as the focal point if you’re not inclusive.

Events targeting different niches Take a look at  HubSpot’s events listings  and you’ll notice the events tend to target very particular digital niches – UX, social media, and so on. Targeting niches separately in this manner will often prove more effective than holding a broad-tent event.  Occasional digital marketing summits  work well enough, but on a weekly or even a monthly basis, it’s better to provide deep engagement with a particular field.

Tap into local networks HubSpot’s events have relied to some degree on the support of local partners to drum up interest. This is a mutually beneficial relationship: HubSpot gets to tap into a local network and resources, and the local partner gets to roll itself in a little bit of the larger brand’s glory.

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From the Trenches

6 examples of innovative b2b case studies.

Case studies are a favorite in the content tool belt of modern marketers, and they are even more critical for marketers operating in the B2B space, where the buying process is often lengthy and complex. Marketers rely on B2B case studies for good reason: According to the Demand Gen Report , case studies convert at the highest rate of any content type, with 78 percent of buyers using them when researching purchases.

While they are rated as the most useful content type, many companies stop at the established “best practice” of a static, two-page case study in the traditional problem-solution-results framework.

But as marketing thought leader Jay Acunzo argues, best practices have become average .

In a world where 91 percent of buyers prefer content that is more visual and interactive, it’s time for marketers to up their case study game. To give you a better idea of what’s possible and inspire you to find innovative ways to connect with your buyers, we collected a few examples that diverge from the case study norm.

Example #1: Sprinklr

This case study example from Sprinklr represents a great first step for marketers interested in both upping the caliber of their B2B case studies and repurposing existing content.

View the case study.

Sprinklr’s case study on how retail discount giant Groupon uses its platform to manage social conversations has been reformatted from a typical, flat PDF and uploaded to LinkedIn’s SlideShare platform. This gives Sprinklr the opportunity to repurpose the original case study into a new format and share a more interactive version of the document.

Example #2: Kantar

Kantar , a leading research, data, and insight consulting firm, created this video case study to explain its work with Samsung.

Samsung – animated case study from Sennep on Vimeo .

By using a video format, Kantar tells a more engaging story that brings to life the complex concepts of Kantar’s work with Samsung.

Example #3: SnapApp

It’s no shock that SnapApp , an interactive content creation platform, decided to innovate with its case studies by — wait for it — making them interactive.

Beyond making the case study interactive, SnapApp also includes questions that gauge buyer interest and offer the opportunity to qualify leads. The combination of an innovative format and thoughtfully positioned qualifying questions gives SnapApp the opportunity to drive a high volume of quality leads.

View the live case study here .

Example #4: Room214

Room214 , a digital media consulting company, took an innovative approach to standard B2B case studies through video.

The video case study, based on the company’s work with Rapt media, follows a standard introduction, problem, solution, and results format, but keeps the audience engaged with visuals that help bring somewhat complex and dry concepts around lead generation and customer acquisition to life.

Example #5: Bit.ly

This case study from Bit.ly engages buyers by using simple, pared down text, thoughtful design elements, and a unique scrolling format.

The two-column design keeps the user engaged and advancing quickly through the dynamic results Bit.ly as able to drive for one ecommerce business.

View Bit.ly’s case study here .

Example #6: ScribbleLive

  ScribbleLive , a provider of marketing technology including interactive content creation tools, created an innovative case study using Ion Interactive. It combines traditional elements of a case study with the scrolling format and engagement of an interactive format.

By embedding the content directly onto a website, ScribbleLive got the SEO benefits of the copy, as well as the opportunity to offer stronger CTAs at both the bottom and top of the case study.

See the interactive case study here .

Final Thoughts

B2B case studies play a critical role in helping your audience envision the impact your service, product, or solution could have on their bottom line. Research shows that case studies can be a dynamic force in driving conversions for your business — but the tired, typical case study format won’t get your business noticed. Use these examples to inspire you to break out of the mold and give your case studies new life.

Want more help creating content that sets you apart from the crowd? Check out our guide to creating remarkable content .

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About Right Source:

The Marketing Trenches blog provides thought leadership from actual marketing practitioners, not from professional thought leaders. Designed to help business leaders make more educated marketing decisions, our insights come directly from our experience in the trenches. You can find more from Right Source on Facebook , Twitter , and LinkedIn .

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WSI Digital Marketing

Why Case Studies Should Be Part of Your B2B Marketing Strategy


A B2B marketing strategy differs in many ways from a B2C strategy. B2B customers are more difficult to convince, require more information, have to negotiate with different stakeholders, have to justify their investment and so on. It is therefore important to provide this type of customer with the necessary information and evidence required to convince them that your service or products are the solutions for them, even more so if you own a manufacturing or technology company. If this is your case, then including the writing and publishing of case studies in your content strategy is very appropriate.

What is a Marketing Case Study?

A marketing case study is an interesting narrative with a linear approach that shows a customer’s use of your product or service and how it benefited them. In essence, it is a business and customer success story. Case studies are part of an effective content marketing strategy and are particularly relevant to B2B clients. They are used to demonstrate how your company overcame a challenge through the story of a satisfied customer while highlighting the important features and benefits you can bring to your potential customers.

Why Creating Case Studies is Important for Your B2B Marketing Strategy

The organizational structures in which B2B buyers operate are such that several decision-makers may be involved in the final selection of a supplier, solution or product. A case study is a form of documented proof that serves to demonstrate your expertise through real data and results supported by testimonials from other customers. Because they highlight your qualifications in a tangible way, case studies can help generate interest in your company among the many people involved in the B2B buying process.

Creating case studies as part of your B2B manufacturing marketing strategy like the one offered by WSI Digital Marketing in Montreal has many benefits:

According to the GlobalSpec and Trew Marketing 2022 State of Marketing to Engineers, 69% of B2B customers go directly to suppliers and vendors for information. However, the branded, self-promotional style typically used in website content, social posts and other marketing materials inevitably dilutes the credibility of this information.

Customers want to trust a brand they choose to forge a relationship with, but that trust is fueled by other customers already engaged with the B2B brand in consideration. Case studies rank high on credibility because they show that your customers have placed their trust in you, and your brand has lived up to their expectations. You have the opportunity to represent your business more effectively, include a customer testimonial, and go deeper than simple blog posts or social media.

A marketing case study can demonstrate your experience in the industry and reassure your B2B customers of your capabilities and expertise in a way that other types of marketing content aren’t always able to do. A creatively crafted narrative in your case study helps a customer clearly see what you bring to the table. More importantly, it enables customer confidence that your company has “been there, done that”, and can do it again for them!

B2B clients want tangible, measurable results. Seeing how you have effectively helped another client provides them with proof that your organization and team are capable of successfully addressing challenges. It shows them how your expertise, services and products can be used to solve their own problem.

Case studies help bring customers through your sales funnel because they are viewed as “useful content” when considering a significant purchase. The long-term relationship is important to a B2B customer. A case study shows how your business worked with another company successfully, even though there were some difficulties to overcome. Using case studies to showcase how you built a relationship with your customer can help a business feel more secure about your longevity and how you work with your customers.

How to Leverage B2B Case Studies

Having a marketing strategy specific to your manufacturing business that includes marketing case studies  will allow you to maximize the full lead generation and conversion potential of this powerful type of content. You want your B2B customers to engage with your content, which means you have to find ways to encourage them into doing so. While this type of audience wants in-depth, ‘proof-of-the-pudding’ type of information, they are unlikely to have the time to go looking for information too deep into your website. They will want easy, guided navigation and fast access to relevant information such as case studies.

Add a Dedicated Section On Your Website

Make your case studies easy to find by allocating a section of your website to them. B2B customers appreciate well-written marketing case studies because they help them make an informed buying decision. You can direct prospects to your success stories from other pages and from your social media channels.

Use a Strong Call-to-Action (CTA)

CTAs clearly tell the user what step to take next, and that is why every page on your website should have one. After a visitor has browsed through your customer success story, you want to direct them further through your sales funnel. Ideally, the case study should have at least two CTAs to address different types of customers who may be at different points in their sales journey. For example, “use our online form for more information” or “book a no-obligation consultation and product demo”.

Share Case Studies

Don’t create content just to let it sit idle on your website. Promote case studies through your e-newsletter or email marketing campaigns. Offer the case studies to your sales team to use in their own presentations. If you host a webinar, use a case study as an opener or closer to remind the audience that real businesses are benefiting from your product. Share success stories on your social media channels. A customer featured in your case study may enjoy being in the spotlight and share your link with their own audience.

Create Multiple Formats

Most case studies start out in text format as an article, but you can get more eyes on your content by creating videos, PDFs, and infographics about your case study to promote it across multiple media options. Podcast listenership is on the rise. YouTube, the leading online video platform, is also a popular channel among B2B audiences. Share your case studies using these communication platforms.

Key Elements of a Case Study

Marketing case studies are a different form of content than blogs, press releases, or advertisements. You may want to promote your company, but for a B2B case study to be compelling, it must maintain its objective nature and narrative. The customer’s journey and story drive interest levels in a case study. A good case study is generally 500 to 1500 words. Use visual aids to break up text and make the content more interesting.

Here’s what to include in an online case study:

Headline & Logo : You want a good title that will let readers know what the case study is about. Put your logo on the title page and use the customer’s logo as well. Putting your customer in the limelight lets your reader know that this story isn’t simply promoting your brand.

Introduction: Describe the customer, their industry, and company. Who came to you, and why?  Don’t be afraid to share the results early in the case study. You want your reader to keep reading to understand how you achieved those results.

Challenge/Problems: Explain the challenges the customer was seeking to overcome. Make it personal by including quotes or a testimonial. If possible, and with their explicit permission, include a headshot of the client spokesperson to add credibility and reinforce the fact that this is a real story about a genuine company.

Approach/Solutions: Discuss your relationship with the customer. How did they find you? What were they looking for? What kind of solutions did you suggest, even if those solutions were not chosen. Elaborate on how you overcame objections. Include any negative outcomes or hesitations.

Results: What solution did you ultimately choose and implement? If you have metrics and statistical data, this is the place to use them. Present before and after pictures, or social media proof. If you don’t have numbers, use quotes from the client to state the difference your business made for them.

Conclusion: If your audience stuck with you this far, give a small piece of advice or some kind of conclusion about what your business or manufacturing firm can do for them. Then, end with a call to action that links to more information or gives the reader an actionable next step.

Information on your business: Provide contact information about your business with a link to an important and relevant page or a form on your website.

Case studies are more compelling when you focus on interesting clients who had extreme, unique challenges. Incorporate the customer’s personality into your case study to make readers want to keep reading. But don’t forget to keep the narrative relatable to other industries and customers. Remember that the customer is the hero of the story. You are the supporting actor, so don’t steal their limelight! A marketing case study is a tool that can help convert a qualified lead into a customer. It’s important to remain objective without selling.

If you work with a reputable SEO agency , they’ve probably shared with you the kind of information your clients are looking for and identified target keywords for your industry. When selecting your case studies, keep these various elements in mind to get the most out of your marketing efforts.

Case Studies, An Essential Component of B2B Content Marketing

Case studies are an essential form of content to include in the marketing of manufacturers and technology companies . They are used to reach your potential customers by presenting them with important information and tangible evidence of your expertise and solution-building skills. As a result, customers have greater trust in your company and are able to make a more informed decision.

Case studies are valuable  assets to incorporate into your inbound B2B marketing strategy to support your SEO campaigns. Post them on your website and use them in their entirety or break them down into various formats to share on your various communications platforms.

Need help attracting more leads? WSI Montreal helps B2B manufacturing companies increase their visibility and demonstrate their value to ultimately generate more sales. We use proven digital marketing strategies including SEO , content marketing and paid advertising . Contact us to find out how we can help.


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33 Inspiring B2B digital marketing case studies

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By Rob Petersen, {grow} Community Member

First, a few depressing facts:

Benefits from marketing and attribution of results always seem harder for B2B companies than B2C. Maybe it’s because the buying cycle takes longer, more people are involved in purchase decisions and sales are made for rational, not emotional, reasons.

Is it harder or are we not looking hard enough?

If you need convincing, here are 32 B2B digital marketing case studies that prove the potental ROI. In this post, we wil feature case studies in the areas of content marketing, social media marketingm social CRM, social selling, LinkedIn marketing, and webinars.

Here we go:





Did you find one relevant to your business? Did these case studies convince you digital marketing works for your B2B business?

Rob Petersen

Illustration courtesy BigStock .

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How to promote customer case studies (B2B marketing)

A customer case study can play an essential part of any B2B marketing strategy. Case studies provide social proof and provide buyers with the context to determine whether they’re making a good investment or purchasing decision.

In this article, we look at different ways a business can promote its client case studies, and how it all begins with the building of one and an engaging external communications strategy.

Why customer case studies are a powerful tool

Having an effectively written case study can be a powerful tool for bringing in new business in your B2B marketing campaigns. Here is a brief overview of the ways that this can happen when written and utilised properly:

What makes a good customer case study

A case study is essentially a story and it should take the reader on a journey from learning about your customer’s problem before outlining how you helped them overcome it and the results you delivered. Readers of the case study will want to see this full picture in order to make a judgement on whether you can help their business overcome similar challenges.

There are different ways that your business can communicate your customers’ case study, and depending on the channel you decide, how you format it will vary. That being said, there are a number of key elements to include in a ‘good’ customer case study.

Outlining the challenge

Providing context on the challenge you helped your client overcome is critical when establishing relevancy from your audience and encouraging them to read on.

Showcasing results

Showcasing the results you achieved in the form of tangible statistics can provide an effective way of communicating value and is more substantial than just words.


Finally, including a written quote or testimonial from your customer/client can provide an additional layer of validation and build trust in your company’s product/service.

How to maximize impact from customer case studies

Once you have created a quality customer case study for your desired channel, the next step is putting together an engaging strategy to communicate this externally.

Content Marketing

A common and effective strategy to leverage customer case studies is by sharing them on your website.

You can either showcase your case studies on a designated landing page, or on your company’s homepage and there are pros and cons to both options. By creating a designated landing page for case studies, you are creating a ‘home’ which makes it easy for users and search engines to find this page and navigate through it. On the other hand, by choosing to showcase your case studies on your home page you are still boosting your company’s credibility and customers can see testimonials straight away. Whichever approach you take it is important to centre the case study around the customer challenge to avoid the content sounding too sales focused.

For any content marketing strategy, you will need well-structured and relevant content, optimised meta titles and meta descriptions using targeted keywords to ensure that your content will rank well as well as improving your CTR. Finally, make sure to use internal links to other case studies, relevant articles, or your product/service pages to ensure readers remain on your site for longer.

Your company’s social channels are a great place to share testimonials, key results, and snippets from your case studies to engage your audience. Companies that share authentic, user-generated content build more trust and credibility with their social audience. Depending on which channel your audience utilises most frequently, there are different ways you can do this. You can do so by creating a graphic showcasing either a testimonial or key results, or a short video either in the form of an interview with someone internally or an animation that takes viewers through the case study. Using a catchy caption focusing on relevant and trending hashtags can help boost impressions with your relevant audience. Finally, make sure to link to the case study at the end of the caption for a call to action so customers can be redirected to your website.

Customer case studies are perfect for PR as they provide real-life examples of the value your company can add. Journalists regularly publish case studies as they add more engagement to an article with opinion and examples of your company’s product or service in action.

There are different ways to do this, but essentially your goal is for your specific customer’s case study to be featured in media outlets that are relevant to your target audiences. When planning your press release, you need to decide which case study to use and where to use it.

You want to use a case study that is recent and newsworthy. Does it pass the ‘so what’ test? Make sure that the case study you’re using is different from the others and stands out. Who is the client? The client should be someone that is recognizable in the media outlet you are targeting and these media outlets should also be relevant for your company’s target audience demographic. When presenting this case study for an interview or article, include the key results and quotes that you want to be featured. Journalists care about real results that are measurable.

Finally, also be sure to include quality images. More times than not, a good case study goes to waste because the pictures are low quality or uninteresting. Don’t let a bad image stop your case study from being optimised.

If you’d be interested in discussing how a PR or Digital campaign could help support your company’s growth, get in touch with our award-winning team today.

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10 B2B Case Studies to Inspire Your Inbound Marketing Strategy

b2b marketing strategy case study

B2B marketers will confirm that outbound initiatives simply aren’t good enough. If you want to attract, nurture, and convert your leads to customers, inbound marketing is your powerful strategy. Gartner reports that properly executed inbound marketing tactics are 10x more effective for lead conversion compared to outbound methods.

Take a page out of these 10 businesses who successfully grew their business through inbound.

Before we dive into the examples, let’s first define what inbound marketing is.

According to HubSpot , inbound marketing is about ”creating valuable experiences that have a positive impact on people and your business.”

You do this by creating content designed to address the problems and needs of your ideal customer.

Once they enter into your database, you nurture them with more helpful content via email. This way, you are able to build trust and establish your authority in your field of expertise

The following companies have taken advantage of unique inbound marketing strategies to pull in leads and build brand awareness.

In these marketing examples, companies are able to grow their audiences, expand their reach, and ultimately convert leads to sales.

Here are ten of the best B2B inbound marketing examples to inspire you with your own inbound strategy.

Discover how content influences the B2B journey for senior leaders. Join us at  Step Change's B2B Content Marketing: The War for Attention.

1. Intuit’s ”Death of the Office” Infographic

Sometimes it’s as simple as presenting necessary information in a clean format.

Financial software company Intuit ’s ”Death of the Office” infographic is an excellent example of doing something fairly normal but doing it extremely well. Not every business needs to reinvent the wheel. Creating content that is useful and accurate is often enough.


View the full infographic at FastCompany .

This particular infographic provides clean, insightful data that modern businesses need to know — and modern businesses are their (relatively wide) demographic.

Shared on many large publications, the infographic itself has no lead capture or call-to-action; instead, it’s designed to provide value to the reader.

With urgent, assertive language, the ”Death of the Office” infographic compels its audience to consider changes that are occurring in the modern workplace.

By providing numerous citations in easy-to-read language, ”Death of the Office” is able to establish Intuit as an authority within its space while also making its audience think and reflect upon its topic.

It’s notable that there’s no method of contacting Intuit through the infographic, and the infographic has quickly proliferated throughout the internet. Not all B2B inbound marketing is designed to convert a lead immediately.

Instead, inbound marketing may be used to establish authority, build brand identity, and reaffirm brand awareness.

Key Takeaway: Content doesn’t have to be innovative if it’s good and important. Providing valuable information in an attractive way can be enough to encourage potential customers. Further, content doesn’t always have to live on your sites and media. Content that travels — such as infographics — can eventually bring customers to your organisation.

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2. Cisco’s ” SuperSmart Security” Graphic Novel

Tech can be a dry industry. There are only so many whitepapers a business owner can read. Rather than investing in blog posts and infographics, Cisco created one of the most memorable B2B outreach experiences in the industry: the SuperSmart Security graphic novel .


Through the graphic novel, Cisco was able to tell their audience the fact that security is rapidly changing and that there’s a need for better security without appearing to be alarmist.

Available in multiple languages, the graphic novel isn’t just informative — it’s also a creative and unique. It is able to explain more complex tech concepts to those who are outside of the tech industry, creating an easily digested document that is very likely to be shared.

This is the type of content that a business owner is likely to distribute around their office to their employees.

It’s also fun. In marketing, businesses shouldn’t shy away from being entertaining. Even better, the pillar topic covered — cybersecurity — is evergreen, making investment in this content likely to produce continuous returns.

Rather than prompting B2B clients to connect with Cisco immediately, this content instead prompts them to continue to check for updates.

Key Takeaway: Even with a serious and dry topic, you can still stand out and attract your ideal customers by being creative with your content. By creating different formats for your content marketing , you can encourage your customers to share that content with others.

3. Glassdoor’s ”25 Tips from Top CEOs” eBook

If you can’t create an inventive format for your content, you can instead become the gatekeeper for exclusive information.

Glassdoor , a company that operates an online jobs and career community, connected with top CEOs to offer exclusive tips to their clientele. This ebook promises readers insightful commentary from successful individuals — information that they can’t get anywhere else. Being able to provide this type of information is extremely compelling.


Blog posts about the ebook are further used to promote the content — which is an evergreen advice that will be continually useful.

Teasers are shared to compel readers to download the ebook, and once an ebook has been downloaded, a certain level of buy-in has already occurred.

Customers who interact with a business more are far more likely to engage with them from a business standpoint.

To download the ebook, readers need to fill out basic information: their name, job title, company, email, number, and company size. This is extraordinarily valuable information that Glassdoor can then use to further engage their audience. Filling out the form further comes with the option to sign up for the Glassdoor for Employers blog.

Key Takeaway: Create and distribute content that your customers can’t get anywhere else. B2B companies often have critical industry-related information that they can source on their own. Having unique insights and unique data can draw potential customers in, to the point where you can also acquire in-depth information about themselves and their business.

4. Airbnb’s Print Magazine

Airbnb notoriously disrupted the travel industry by creating a peer-to-peer method by which its customers could make travel arrangements. Consequently, it’s interesting that one of its primary methods of content marketing is in an ordinary, glossy, paper magazine: Airbnbmag .


Nearly anyone who has stayed in an Airbnb — which is now a substantial portion of the population — has seen an Airbnbmag lingering. And that’s what makes it such an interesting endeavour.

Airbnb’s magazine is often placed in restaurants and entertainment venues that are located in well-trafficked cities.

Airbnb’s B2B model relies upon customers becoming business owners and stakeholders. Customers need to be intrigued enough in Airbnb to rent out their own rooms and homes.

By creating this sort of omnipresence in well-traveled areas, Airbnb is (at least theoretically) able to introduce this idea to potential customers.

Further, Airbnb is able to develop its content through the help of its own users. This is both exciting for the users (they get to be in a print publication) and cost-effective for Airbnb.

Allowing customers to create content is one of the best methods of content development: not only does it save an organisation money, but it also tends to feel more authentic.

Key Takeaway: Traditional methods of marketing aren’t dead, especially in industries that aren’t expecting it. Print media, such as magazines, can still be highly effective in certain industries. An online magazine is an effective method of bringing in leads and can be easily parlayed into content for a material publication, if deemed potentially useful.

5. Econsultancy’s Marketing Skills Quiz

Econsultancy produces marketing related training, seminars, and content designed to improve the skills of marketing professionals.

Of course, marketing to marketers is a challenge in and of itself. One method Econsultancy has repeatedly used to engage its B2B clients is its quizzes . Quizzes are a notoriously effective way to improve engagement.

When it comes to Econsultancy, the quizzes serve a dual purpose. They first encourage the client to engage with the company — and then show the client why they need training from Econsultancy.

Quizzes may reveal a lack of knowledge on a marketer’s part or make them more interested in a specific area of marketing.

A professional marketer is likely to already believe they know quite a lot about the industry. Econsultancy is able to use these quizzes to break these assumptions down.

Content marketing can be most effective when it shows the client why they need a product or a service. In the case of Econsultancy, it brings clients directly to their site and starts them on a content journey.

Econsultancy is designed around a content funnel that brings users into free content and slowly promotes paid services. More traffic, however it’s obtained, ultimately leads to better sales.

Key Takeaway: Interactivity increases engagement. Wherever possible, your marketing campaign should encourage your clients to interact with it. The more your potential customers interact, the more likely they are to eventually convert. In particular, readers often find quizzes interesting and enjoyable — and quizzes can be used to underscore the importance of a product or a service to potential customers.

6. Cat’s Jenga Challenge Videos (Construction)

To build buzz and draw attention to their equipment, construction company Cat (best known for their Caterpillar machinery) held a Jenga contest .

Cat equipment was used to move gigantic wooden Jenga blocks, publicized through online video and hashtags. The Jenga challenge videos were brilliant in two ways: they held audience attention and revealed how effective and precise the machines were.

This is key. Not only was Cat able to intrigue business owners, but business owners were able to spend the time thinking about the equipment that was on display.

And while Cat is already a trusted brand in the construction space, they are continually improving their equipment — thus, it becomes important for them to encourage business owners to upgrade their equipment.

Five different Cat models were used throughout the Jenga challenge videos, properly showcasing their inventory. Further, business owners had to watch the video in order to see how it turned out, and watching the video turned into an event in and of itself. In this one situation, the content is all about the product, but also about entertainment value.

Naturally, there’s a downside to this sort of spectacle: it requires funds. Cat was able to invest a lot in its marketing because it knew it would get tremendous returns from it.

In addition to the video itself, they were also able to parlay this into additional content through a ”making of” video and through features for the individual models of equipment.

Key Takeaway: Creating a spectacle can work to a company’s advantage, especially if it goes viral. However, a spectacle alone often won’t translate to sales. When you have prospective customers looking at your business, use that opportunity to showcase aspects about your company’s products and services. This is what they will retain after the remarkable event is over.

7. MYOB’s Tax Time Interactive Tool

MYOB provides comprehensive accounting solutions for small businesses, large businesses, and self-employed individuals. It seems only natural that one of their inbound marketing strategies revolves on creating interactive tools for use by small business owners.

The MYOB Tax Time Interactive Tool shows business owners when their tax deadlines are. Business owners can scroll through an interactive timeline to find out more.


Creating a useful utility for your core audience is always advantageous. Not only will your core audience keep coming back to use the tool, but they will also begin to regard you as a meaningful resource.

Your tool itself shows that you have command over your industry. Further, the Tax Time Interactive Tool also underscores the need for business owners to get help to meet their upcoming deadlines.

To use MYOB’s Tax Time Tool, current and prospective customers need to visit the website. There, they can be funneled to other content, in addition to contact forms.

The Tax Time Tool has two separate prompts, encouraging customers to explore accounting products or find out more about their existing products.

This type of inbound marketing is also seen in websites such as BankRate.com. BankRate provides a number of mortgage, credit card, and personal loan calculators, all of which bring clients back to the site immediately.

Similarly, PayCheckCity.com provides state-by-state paycheck calculators, targeted at bringing in employers who may need help calculating their payroll taxes.

Key Takeaway: Creating a useful tool will continually bring your B2B clients back to your site. Once there, your site can funnel them to other types of content as well as towards purchasing. Useful tools expand both brand awareness and brand authority, showing your customers that you have the information that they need.

8. Wistia’s Instagram Campaign

A video hosting platform has a unique challenge. All types of businesses may require video hosting, which makes the demographics they’re working with quite broad. As a consequence, some of their marketing is intentionally designed to be incredibly broad spectrum. And what does the internet audience love more than Instagram dogs?


Wistia ’s Instagram is filled with a fun mix of video-related content and general purpose content, which is intended to bring in a wide audience of individuals who will then be able to connect with the company on a more personal level.

It’s not an accident that a lot of the Instagram content on Wistia’s account are very company-focused, with photos of company parties and employee events. Wistia’s Instagram essentially invites its audience to become a part of the Wistia family.

Such a personal presence on social media builds trust. Wistia’s Instagram campaign is able to connect with potential B2B clients, showing a company that is likely not unlike their own, as well as giving them key insights into how Wistia operates.

Companies that need video hosted know that they need video hosted; they know, already that there’s a problem they need to solve. Most of Wistia’s customers are likely to seek Wistia out. Wistia doesn’t need to sell their product so much as they need to sell themselves as a trustworthy company.

Key Takeaway: Building a relationship with your customers can be as important as educating them about your products and services. Not all of your content has to be marketing related — some of your content can be tailored towards reinforcing your company’s identity as well as entertaining your audience.

9. NextView Ventures’ Better Everyday (Finance)

In addition to blogs and social media accounts, companies also have another option for their inbound marketing: other publications entirely. The VC firm NextView Ventures created a feature on the popular site Medium called Better Everyday .

Through Better Everyday, NextView Ventures is able to provide information to individuals outside of their core audience, in hopes of expanding their reach.

Publishing content on other websites is an excellent way for businesses to reach new audiences as well as to establish authority. This is especially true in an industry like finance, but it can work equally well for companies in other B2B industries.

Publishing inside of trade publications, as an example, is a good way to build authority.

B2B customers tend to do extraordinary amounts of research compared to the average consumer. These customers trust businesses that have a larger web presence — and that web presence can be acquired and maintained through publications that already have some standing.

Medium is already an exceptionally popular platform that can give a business a head start into developing its own audience.

Key Takeaway: Establishing a presence on an existing platform can be an effective way for a business to bring in additional customers. Industry-related publications are particularly useful for B2B marketing as it builds authority as well as calls audience attention to the existence of your business and its services.

10. Method CRM’s Tutorial Videos

Tutorial videos and product overviews are mainstays of software content marketing. Yet they don’t have to be dry and boring.

Method CRM is an example of what a company can do if they need to produce content in a traditional format — but still want to produce it in a memorable way. The tutorial has a unique voice, tone, and brand identity.

Early on, marketers in traditional advertising noticed that the addition of humour into virtually any marketing campaign would yield better results. If you can make an audience laugh, you can automatically endear yourself to them.

In B2B marketing, companies need to walk a very delicate line. They need to be able to make the audience laugh without delving into areas that may seem unprofessional.

Method CRM’s tutorials are notable because they strike that balance so effectively. Though the videos themselves are quite silly, they still manage to show customers exactly what they need to know.

They highlight important aspects of the software solution, underscore why it is a better software solution, and make the prospect of working with them appear to be exciting.

It can be hard for software companies to differentiate themselves; after all, their product itself has to be dry. It is content that creates the tone and identity of the business, and it is that tone that often becomes important in inbound marketing.

Moreover, the tone and brand identity has to remain consistent along all content types and content channels.

Key Takeaway: Tone matters. When creating your content, think about your brand voice and brand identity. Sometimes a unique tone can be all that is necessary to make your marketing strategy stand out.

Regardless of industry, modern companies are constantly competing for the attention of their clients.

It becomes necessary for companies to explore multiple avenues for their B2B marketing — often taking creative risks and experimenting with new methods of conveying information.

The more creative and unique a company can be, the more they can distinguish themselves from the competition.

Over time, B2B inbound marketing will build upon itself, creating more substantial results.

Unfortunately, it can be difficult for a company to know where to start. If you need ideas on how to improve your company’s B2B inbound marketing, join our breakfast session The War for Attention on 6 December 2018 at the Step Change offices.

The War for Attention talks about how to stand out through content marketing, in addition to coming up with unique, creative ideas that can separate you from the competition.


Written by Step Change

We exist to inspire step changes in businesses and in people.

Tagged: Construction , Finance , Internet , Digital , Content Marketing , Hospitality , Saas

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b2b marketing strategy case study


71 Inspiring B2B digital marketing case studies

71 Etudes de cas inspirantes de marketing digital B2B

Did you know that only 21% of B2B companies believe they have a positive ROI on their marketing ?

21 pourcent des entreprisees B2B estiment avoir un ROI positif sur leur effort de marketing de contenu

Source : Content Marketing Institute

A low figure that shows that most companies have difficulty promoting themselves and attracting customers. 

Obviously, content marketing is only a small part of a bigger whole: Digital marketing . 

71 Etudes de cas inspirantes de marketing digital B2B Blog

With the evolution of technology, this pillar of the web forces B2B companies to constantly push the limits using increasingly innovative strategies. 

Today, a digital marketing approach that works for one business may not work for another. But that doesn’t mean you should ignore the strategies that other companies are adopting to meet the various challenges of their business. 

In this logic, I have gathered in this article 71 examples of digital marketing strategies, from different B2B companies, that will inspire you and maybe give you some ideas of strategy to adopt for your company.

Let’s go!

plateforme de co working Goshido

Goshido is a co-working platform that allows people from all over the world to work with ease. 

The company led a campaign on LinkedIn to find the capital necessary to start its activities. 

To achieve this, she identified potential investors whom she then contacted. About $150,000 was raised through this channel. 

2. JMF International Trade Group

cabinet de conseil en affaire JMF International Trade Group

JMF International Trade Group is a business consultancy and contract manufacturer. 

Its director, James Filbird, took actions that any business owner could do to develop his business. 

He logged in. He kept his LinkedIn profile up to date. He joined about fifty LinkedIn groups. He participated in discussions and moved conversations to Skype. And he very often revived his contacts in relation to his services

James Filbird thus attributes to LinkedIn the turnover of $5,000,000 of the company he created.

3. LogMyCalls

service de suivi d appel LogMyCalls

To improve their marketing strategies, companies use the American LogMyCalls. 

This call tracking service exerted an effort of 150 blog posts in 50 days. The company saw a 400% increase in leads in 90 days.  

“ With a business our size, engagement has to be high to produce 3 unique and useful blog posts per day. On top of that, we also produce 2 original marketing webinars every week, monthly case studies, a variety of marketing white papers, and some humorous and awesome marketing call follow-up videos ,”

says McKay Allen, Inbound Marketing Manager, to explain the origin of such a performance. 

HubSpot entreprise B2B conceptrice de logiciels

Hubspot is a B2B company that builds software for sales, marketing, and customer support teams. 

The company has focused all its digital marketing efforts on social networks and on sharing quality content. She strived to solve her clients’ problems in order to win new ones. 

To achieve this, whenever its target market needs information to succeed, HubSpot is the first to publish guides addressing the subject. At the slightest change in the sphere of online marketing, Hubspot publishes a guide to help its customers manage the change. The company has made sure to always share the best advice of the moment, the most reliable knowledge possible, and all this for free. 

It has thus become, little by little, the educational reference of its market. This famous software start-up, which appeared on the scene in 2006, two years later reached a turnover of 2.2 million dollars. Four years later, the company declared a turnover of 52 million dollars. 

5. AT&T

nouvelle approche HBO Max de la compagnie AT and T

The American telephony giant has had some bad times. With a business relationship with a key Fortune 500 customer having suffered for five years in a row, sales had dried up and the company needed to get back on track. 

The company has therefore set up a whole new team to take up the challenge. The latter decided to take an entirely new approach that places a strong emphasis on building relationships through social media.   

With the training of Mark Schaefer and the technical support of their marketing team, they began to implement a content marketing strategy aimed at people of strategic interest to the former client. 

The result after 18 months: $47 million in new business was awarded to AT&T, directly tied to social media outreach.

6. Allina health

systeme de soin Allina health

Based in Minneapolis, Minnesota, Allina Health is a healthcare system whose main mission is to preserve the most precious asset of every human being: Health. 

To this end, the system owns and manages a dozen hospitals, a hundred clinics and specialized centers, and a whole host of pharmacies. 

The company ran a digital marketing campaign that generated $1,052,828 per year with a return on investment of over 152%. 

To achieve this, Allina Health used CRM (Customer Relationship Management) software to analyze patient data. 

It then made tactical adjustments, with the aim of: 

7. Unitrend

Unitrend filiale de l entreprise Kaseya et specialisee dans la sauvegarde de donnees et la continuite des services

Unitrends is a subsidiary of the computer company Kaseya. She specializes in data protection, backup and service continuity. 

Content with too many technical terms can quickly become boring. Unitrends understood this, and for this reason, decided to make a whitepaper more fun by creating a Halloween horror game for its users. 

This approach allowed the company to attract the attention of 300 prospects, of which 185 were converted into customers generating $300,000 in new sales for the company.

Cisco expert mondial en solutions informatiques reseaux et cybersecurite

Cisco is a global expert in IT, networking and cybersecurity solutions. For its digital campaign, it has set up a listening center for social networks. 

With more than 5,000 posts captured per day on Twitter, Facebook and other social networks, Cisco has made huge profits. 

On the one hand, the company has saved itself the expenses associated with the services of external intermediary agencies, and interactions with customers. On the other hand, the campaign thus carried out made it possible to increase the productivity of the team and to identify new sales opportunities. 

This campaign enabled Cisco to achieve a 281% return on investment in 5 months and generated an annual profit of $1,596,292. 

Adobe entreprise specialisee dans l edition et la commercialisation de logiciels de creation

Adobe is a company specializing in the publishing and marketing of graphics, audio and video editing software. She has chosen to carry out impressive digital marketing campaigns directly in the tools she offers. 

As a result, very beautiful creations greet users when starting any of the software in the suite. 

creation accueillant au demarrage de Illustrator CC

Source : Pinterest

To promote the company, the company proceeds in a rather particular way: Advertise its customers. Adobe mainly publishes useful content on its LinkedIn for the promotion and development of its customers. 

publicite pour Teen Vogue client de Adobe

10. Alcatel-Lucent

Alcatel Lucent entreprise rachetee par Nokia et specialisee dans les telecoms

Alcatel-Lucent, today acquired by Nokia, was a company born of the merger between two companies: 

The company to conduct its campaign had first identified the problems of its customers. 

Then, in a series of videos published with more than 600,000 copies, Alcatel-Lucent addressed and provides its customers with ways to solve these problems. 

This series of videos was accompanied by another series of ebooks, all to capture the attention of buyers. 25 prospects were converted thanks to this campaign!

11. Anthem Blue Cross Blue Shield

Anthem Blue Cross Blue Shield entreprise d assurance maladie

Anthem Blue Cross and Blue Shield is a health insurance company based in Indianapolis, Indiana. 

Due to public controversy over the Affordable Care Act (ACA) signed into law in 2010 by President Barack Obama, the company had lost the public’s attention and needed to win it back. 

To do this, it has Skyword to republish an existing one: The Benefits Guide . 

newsletter The Benefits Guide

This newsletter, which transmits news and decisions relevant to pension beneficiaries, has resulted in an increase of:

12. Automatic Data Processing (ADP)

Automatic Data Processing (ADP) fournisseur americain de solutions informatiques de gestion des ressources humaines et gestion de paie

To identify potential buyers and convert readers into sales opportunities, the American supplier of IT solutions for human resources and payroll management (ADP) has developed a flagship program . 

This program uses website analytics, marketing automation and various ranking techniques to:

This initiative, called the Research Nurture Program, was intended to encourage a long-term commitment from potential buyers. 

The result was, as you would expect, thousands of successful sales opportunities. 

editeur logiciel Axway

Axway is a software publisher, which develops tailor-made software solutions and services in the digital fields. Axway provides, for example, for companies that request it, services to manage and secure all internal interactions within a company (mail, services, processes, etc.). 

The company started a LinkedIn to stand out from the ever-increasing competition. 

Indeed, although Google Adwords was successful in generating leads, the battle for the most important keywords was fierce and drove up conversion costs. 

By specifically targeting job titles, sectors and functions, Axway was able to generate a 25% conversion rate with the lowest cost per conversion ever. 

14. Blackbaud

Blackbaud fournisseur de cloud computing au service des communautes sociales

Blackbaud is a cloud computing provider serving social communities: 

Its products are mainly focused on: 

Fundraising solutions, although not the same, must necessarily ensure income for arts organizations. To differentiate between the two fundraising methods offered by Blackbaud ( Blackbaud Raiser’s Edge NXT and Blackbaud Altru ), the company launched its Choose Your Solution . 

The campaign is made up of an interactive quiz to help arts and cultural organizations choose the fundraising solution that best suits their needs. 

It also helped identify leads faster and avoid repetitive introductory questions from sales reps.

This campaign allowed the company to obtain 36 leads which raised $34,000 and obtained a conversion rate to opportunities of 42%.  

15. Bottomline Technologies

Bottomline Technologies compagnie americaine qui aide les entreprises dans leurs payements professionnels

Bottomline Technologies is an American company that helps businesses pay their dues and get paid too. 

It based a new digital marketing campaign on infographics, white papers and checklists to back up its quarterly email outreach campaigns. 

Nothing very special at first glance. However, it has made subtle adjustments to deliver content in tune with pop culture events and relevant to different industries. 

Within 24 hours, the infographics were downloaded 1,000 times and 62% of internet users were new contacts.

16. Broadridge

Broadridge fournisseur americain de solutions numeriques pour l industrie de la finance

Broadridge is an American provider of digital solutions for the finance industry. 

From the acquisition of new contracts to complete customer satisfaction, the sales process can be quite long. The company, in an effort to maintain the attention of its customers, therefore created a campaign that would regularly inform buyers about the company’s offers.

This campaign, including infographics, ebooks, FAQs, was associated with an internal initiative to educate sellers on the objectives of the campaign as well as marketing techniques to better interact with buyers and take full advantage of these interactions. 

This campaign resulted in 2,133 new business contacts and 6,995 content downloads.

CAS division de American Chemical Society specialisee dans la resolution des defis des informations scientifiques

The Reason to exist of the CAS, a division of the American Chemical Society , is to provide research organizations that request it, with a team of scientists, technologists and business leaders. 

CAS provides its clients with teams that have a long and successful track record in:

To draw customers’ attention to the possibilities extra time could provide, CAS has developed the Where Does Your Time Go   ?

infographie Where Does Your Time Go de CAS

This interesting and useful content was viewed 20,400 times and generated 489 leads for the company.

18. Channel Advisor

guide des acheteurs de logiciels de commerce electronique fourni par l entreprise Channel Advisor

ChannelAdvisor is a cloud-based e-commerce solutions provider.  

The company started two separate ABM (Account-Based Marketing) campaigns focusing its sales and marketing resources on targeted strategic accounts. 

For the first campaign, 116 prospects each received an Amazon Tap with a ChannelAdvisor Alexa Skill call-to-action button. This feature allows prospects to directly access the blog and various company services. 

The second campaign was similar with the difference that 161 prospects each received an Amazon Fire 7 with a pre-installed ChannelAdvisor application.

The return on investment for these campaigns was 130% and 39% of the opportunities generated were new business opportunities. .

19. Cherwell Software

Cherwell Software compagnie specialisee dans la gestion des services informatiques

Cherwell Software is an American company based in Colorado and specialized in IT service management. 

It has partnered with TopRank Marketing to set up an influencer program for the ITSM (IT Service Management) industry. 

To pique public interest ahead of launch, the company edited and promoted several blog posts, an infographic, and a co-hosted webinar with influencers. 

An ebook titled IT Service Management 2020 kicked off the campaign by showcasing influencers’ views on the future of the IT service management industry.

ebook de Cherwell intitule IT Service Management 2020

All influencers helped share the program. The effective download rate exceeded the average expected rate by more than 240% and traffic on the company’s website increased by 29% from social networks. 

The prospects influenced by this campaign contributed 22% of the projected revenue for 2017. 

20. Ciox Health

Ciox Health societe americaine de gestion de l information sanitaire

Ciox Health is a U.S.-based health information management company that helps customers effectively leverage healthcare information to optimize operations, achieve better outcomes and increase revenue. 

She partnered with Content4Demand to uncover new sales leads to the target audience. After defining the targets using detailed personas, they developed personalized and specific content at each stage of the buyer’s journey. 

The full campaign included interactive quizzes, checklists, infographics and FAQs. It reached 1,884 leads with an open rate of 42.8% and a click-through rate of over 14.5.

suite logicielle Cision dediee a la gestion des relations medias et le marketing digital

Cision is a software suite for media relations management and digital marketing. 

The company noticed an interesting opportunity in the PR industry. It has therefore partnered with Altimeter , an influencer company, to lead a campaign to exploit this opportunity. 

Together they created a Slideshare presentation that served as tools for public relations and technology building. 

With the campaign targeting an audience of 2,000,000 people, the company was able to get over 600 leads.  

22. Crowe Horwath

reseau multinational comptable Crowe Horwath

Crowe Horwath is a multinational accounting network comprising more than 220 companies or more than 42,000 employees in 130 countries. It is the 8th largest global accounting network of this type. 

For one of its content marketing campaigns, the firm targeted 4 different industries with 48 pieces of content. 

The complete campaign consisted 

It targeted senior executives in financial institutions with assets of at least $1 billion. 

This campaign had a 70% open rate and 778 contacts engaged with Crowe, with 2 of those engagements generating nearly $250,000 in revenue.  

Specializing in digital marketing campaigns by email, Emma wanted to promote collaboration and community learning. 

At the same time, the company wanted to discover the pillars that drive agencies and marketers today. 

For this purpose, the company interviewed around 200 marketers and well over 25 industry experts to assess the goals, concerns and constraints they face. 

Emma then compiled all of this data into her first report on the email marketing industry .

premier rapport sur l industrie de l email marketing produit par Emma

The report garnered 41,000 unique views and downloads of this report contributed 37% of the company’s content downloads.

24. Equifax

campagne de la societe de credit Equifax

Based in Atlanta, Georgia, the credit company has developed a campaign based on several communication media. 

Between emails, social networks and webinars, the quarterly webinars were the main focus of the campaign, allowing the company to take advantage of reports on credit trends and current economic trends to reach its target. 

This campaign increased webinar registrations by more than 200%, nearly tripling the number of webinar attendees.

25. Experian Marketing Services

entreprise Experian Marketing Services fournissant des donnees et des outils de CRM pour les petites et moyennes entreprises

Experian Marketing Services is an Irish company that provides data and CRM tools for small and medium-sized businesses worldwide. 

Experian Marketing Services has launched a digital marketing campaign to help businesses better orient themselves and drive better digital marketing initiatives. So she edited The Digital Marketer , a report on current trends. 

This content has been downloaded more than 8,000 times and generated 359 leads at the same time.  

26. Fisher Tank Co.

Fisher Tank est une compagnie americaine ayant 70 ans de savoir faire en construction de reservoirs de stockage

Fisher Tank is an American company specialized in:

It is one of the leading manufacturers providing full welded steel storage tank manufacturing service.

Sales of these huge masses of steel and other Fisher Tank services were almost always made by tender or were the result of requests for quotes, recommendations, or telephone prospecting. The reason being that the company’s projects are worth millions of dollars and generally last between one and several years. 

Fisher Tank needed to boost its business and a digital marketing campaign was in order. The company has therefore patiently improved its website, including a blog and quality content that is completely free.  

Using this content marketing, she was able to increase her website traffic by 119%, resulting in a 500% increase in quote requests and a staggering 3,900% increase in lead conversions.

27. Get Satisfaction

plateforme logicielle communautaire Get satisfaction

Get Satisfaction is a community software platform that companies generally use to satisfy questions:

Thanks to a digital marketing campaign based on a CRM strategy, the company had a return on investment of 104% the first month following the deployment of the campaign, 168% the second month and 248% the month after. 

28. Glassdoor

pole de rencontre pour emploi Glassdoor

Glassdoor is a meeting point for employers looking for skills and individuals looking for a job.

The company gained its notoriety as a leader in recruitment and human resources thanks to an ebook called Employer Branding for Dummies . 

This ebook made up 28% of online content in 2014. It was also highly profitable and highly successful generating 27% of leads out of the audience reached. 

29. Grant Thornton

entreprise d audit et de conseil Grant Thornton

Grant Thornton is a consulting, auditing and financial advisory firm. It is ranked sixth in the world for auditing and consulting firms.

The company launched its largest research program and, at the same time, the largest leadership campaign in its history. This is to help business leaders find ways to accelerate their business growth and manage the disruptions that arise at times. 

This campaign named Growth and Future of Industry included over 60 pieces of content and also targeted social media. The company also took advantage of paid media to increase the reach of the campaign as well as its visibility with its customers and prospects. 

This campaign, exceeding all expectations, enabled Grant Thornton to exceed its reach objective by 4 times and its conversion rate objective by 7.5 times.

30. Harland Clarke

entreprise Harland Clarke leader en fournitures de solutions de paiement et de services marketing integres

Harland Clarke is a leading provider of payment solutions and integrated marketing services. 

To secure a good deal ahead of the launch of its new GRC Spotlight product for financial institutions, the company collaborated with Kevin Malicki to create the Keeping Up with Kevin . 

Subject matter expert Kevin Malicki has participated in video lectures where he provides guidance and helps get started in the GRC space through real-life scenarios. The videos were relayed on social networks, and mainly on LinkedIn .

This resulted in 33,000 comments on LinkedIn, a 22% increase in Malicki’s LinkedIn connections, and a 110% increase in views of Malicki’s LinkedIn profile.

multinationale americaine International Business Machines IBM Corporation intervenant en informatique et dans le cloud computing

IBM, whose full name is International Business Machines Corporation, is an American multinational which operates mainly in computing (hardware, software) and other services such as cloud computing. 

Web-based services (cloud computing and data security) were a problem. Standard B2B marketing strategies to sell hard and soft products didn’t work very well with web services.

IBM therefore proceeded differently. She launched an initiative to keep up to date with trending and current topics that users were interested in in these areas. Called “intelligent listening”, or “intelligent listening”, this program monitors social networks for ongoing conversation about cloud computing, and lists the questions raised. 

All the sales team had to do was check an RSS feed, and post content that matched the context of the identified discussions. 

This resulted in 10 orders on day one, and orders in the quarter continued to grow to more than 4 times the number of orders at the same time a year earlier. 

32. inContact

vente sociale devenue la nouvelle norme pour inContact

This call center software company has trained half of its team in social selling. Using LinkedIn and Eloqua , sales executives were trained to engage with customers through social selling.

After a year, half of the team, the one that had been trained, had clearly increased its performance. Sales reps using LinkedIn were able to see a 122% increase in revenue, while those using LinkedIn and Eloqua were able to increase their revenue by 157%.

Today, the entire company is trained in social selling. 

33. Influitive

entreprise a succes Influitive fournissant des programmes de marketing client

Influitive wants to be the cornerstone of its customers to succeed in their customer marketing. The company, in order to promote its AdvocateHub legal defense platform to a wide audience, created a video and various ebooks. 

The video featured on a late night talk show has been viewed over 1,500 times and has helped generate over $990,000 in sales earnings.  

34. Informa

entreprise Informa aidant les specialistes a gerer l information

Informa is a company that helps professionals manage information, learn more and do more. 

In order to capture the attention of online audiences, stimulate leads and drive engagement, the company held a contest called World’s Greatest Engineer Movie . 

The competition was a great success. The contest page was viewed 63,000 times. She recorded 1,487 votes, and generated more than 3,200 leads. 

35. Inspired Marketing

entreprise Inspired marketing specialisee dans la vente des ebooks et des programmes complets de formation

Inspired marketing is a company that sells ebooks and comprehensive training programs. How to use social networks such as LinkedIn, Facebook, and Twitter to create and grow your business? This is the theme addressed by the products of Inspired Marketing. 

The company has invested in conducting webinars to boost its business. 

Lewis Howes, President and Co-Founder of Inspired Marketing says, “In January 2011, we achieved $250,000 in revenue from just seven GoToWebinar events.” 

Even better, the previous year, in 2010, the company and its partners presented more than 300 webinars, an investment that allowed them to reach a turnover of more than 2.5 million dollars in 2011. 

36. Ipswitch

entreprise Ipswich specialisee dans le developpement de logiciels pour les petites et moyennes entreprises

Ipswich is a company specializing in the development of software for small and medium-sized businesses. 

She targeted IT professionals via social media by creating a podcast and the Defrag This . 

blog Defrag This appartenant a Ipswish

This resulted in a 200% growth in subscribers, 174% in monthly visitors, and 133% in organic blog traffic.

Kount fournisseur de technologies antifraude

Kount is an award-winning provider of anti-fraud technology. 

The team produced webinars and video ads to provide content specific to its market as well as personalized insights focused on specific trends and industries. 

On top of that, the team completed the Fraud World Tour , 11 cities, 5 countries, a dozen experts. All during four hours of live. 

On average, 450 participants registered per session for the webinars. The video ads have been viewed thousands of times. And thousands of professionals have been reached in target regions including Asia, Europe, Africa, Australia and the Middle East. 

38. Lattice Engines

fournisseur d aplications Lattice Engines pour les specialistes du marketing B2B

Lattice Engine is an application provider leveraging big data and artificial intelligence to help its clients, B2B marketers, better manage their marketing strategies. 

The company, assisted by a research firm, conducted a study showing the impact of big data on sales. Ebooks, blog posts, interviews, Slideshare, and infographics were used to promote the study’s report. 

This resulted in 500 downloads and 1,500 views of the report, which was also relayed by 15 blogs and media sites. 

39. LeadPages

entreprise LeadPages specialisee dans la creation et l optimisation de page de destination

On the internet, there are a plethora of definitions of a lead page or landing page. Literally “referral page” or “destination page”, this is the page on which a user lands after clicking on a link. 

Whether that link comes from another site, Google search results, email, or some other source, building a lead page is of paramount importance. 

The landing page is a crucial variable in marketing campaigns, because it conditions the transformation of prospects into customers. 

LeadPages specializes in creating and optimizing high-converting landing pages. 

The company produces a lot of content, ranging from simple blogs to webinars, which it publishes for free. The variety of these resources allows the company to reach its customers where they are.  

LeadPages was launched in 2012, and three years later reached over $16 million in revenue. Its owner attributes its rapid success to its content strategy, making it a great example of B2B content marketing.

40. Limelight Networks

entreprise Limelight Networks experte en hebergement internet de contenus et leur optimisation

An expert in internet content hosting and optimization, this Arizona-based company has implemented an educational marketing campaign to increase its revenue. 

To achieve this, Limelight Networks has published the book Digital Presence For Dummies , which highlights the successes and failures of various companies and their digital presence. 

This campaign was broadcast nearly 10,000 times on social media and press releases, generating over $200,000 in sales opportunities.

41. LinkedIn

reseau social Linkedin

LinkedIn is a social network that no longer presents itself. With more than 660 million registered members from 170 different sectors of activity, the company has what it takes to claim leadership in terms of professional social networking. 

LinkedIn ran the Live with Marketers , a live talk show by marketers for marketers. Thanks to this campaign, the target audience could find solutions to sensitive points relating to marketing. 

Marketing attribution, ROI optimization, social media business impact, it was all there!!! 

12,000 people registered for this project and 5,000 participants were live. This campaign made it possible to significantly exceed the income usually obtained through traditional webcasts. 

42. Logicalis

Logicalis fournisseur international de solutions de services numeriques

This company focuses on inbound and outbound customer management solutions. 

To develop her business, she used content such as emails, microsites and ebooks. Logicalis also made a real effort to send personalized messages based on how prospects interacted with the campaign. 

With a target audience of approximately 2,000 people, nearly $8 million in new business has been won through this process.

Lumedx entreprise de technologie de soins de sante

Lumedx is a small healthcare technology company that employs 100 people.

Needing to stand out from the big brand competition, the company used webinars to cost-effectively raise awareness of its cardiovascular imaging and information systems product. She also ran lead generation campaigns and built a strong rapport with customers. 

In this way, Lumedx having acquired more than 500 new customers, gained a competitive advantage over much larger companies and achieved an annual turnover of more than 600,000 dollars.

Maersk compagnie de transport maritime danoise connaissant aujourdhui du succes avec les reseaux sociaux

Maersk is a Danish maritime transport company whose very first voyage dates back to 1928. It was only in 2011 that the company began to use social media to increase its notoriety and better understand its market. In this way, it could better capture the attention of its potential customers and better satisfy them. 

Maersk’s presence on each network is tailored to that platform. For example on LinkedIn , she promotes job offers and publishes articles on the work culture within the company. On Instagram , she encourages her followers to post pictures of her ships using the hashtag #Maersk .The company currently has more than 3 million Facebook (of which approximately 15% are customers), 80,000 Twitter , 150,000 Instagram , as well as active accounts on Tumblr , YouTube and Google+ .

45. MailChimp

Mailchimp plateforme d automatisation du marketing et service d email marketing

Mailchimp is a marketing automation platform and email marketing service. 

On Instagram , Mailchimp has done tremendous feats to communicate effectively with its audience, display great graphics, and show off the company’s personality. 

Although very few of its Instagram posts relate to the products and services it provides, the team always finds a clever way to make posts relevant to its audience and followers. 

post du 8 Mai 2020 de MailChimp expliquant comment le reseau social a vu le jour

In this May 8, 2020 post from MailChimp, the co-founders of Instagram explain how the famous social network came to be. Who wouldn’t be interested in such a post?

MailChimp also uses its Instagram to feature stories and testimonials from real customers, which could positively impact potential consumers. 

post du 17 Mai 2020 de MailChimp presentant le temoignage d un client

Finally, MailChimp uses LinkinBio, a tool that allows Instagram users to go directly to its homepage. This creates a clear conversion path for consumers who discover or research MailChimp on Instagram and want to learn more about its website.

46. Marketo

Marketo filiale de Adobe specialisee dans le developpement et la vente de logiciel d automatisation du marketing

Marketo is a subsidiary of Adobe specializing in the development and sale of marketing automation software. 

The company has identified webinars as a key element for promoting leadership and an effective way to generate leads. As with many webinars, people signed up but didn’t always attend, Marketo made sure attendees remembered the webinar. 

Although this added $2 to the investment per person, Marketo sent a small notification by telephone message to each registrant before the event.  

Marketo’s investment paid off, increasing participants’ conversion rate from 26% to 48%. 

47. MATRIXX Software

MATRIXX Software une plateforme de commerce electronique

MATRIXX Software is an e-commerce platform created in 2008. 

The company has published 44 books and five videos to show how its product brings value to customers.campaign 150 Points of Opportunity allowed the company to stand out from the competition and increase its performance. 

Through this campaign, the website visit rate increased by 77% and the average session duration by 43%. The company also saw a 25% growth in interactions with target accounts and senior business executives.

48. Mattermark

Mattermark reseau aidant les entreprises a trouver le plus de prospects en fournissant le moins d’efforts

Mattermark exists to help businesses find the most leads with the least amount of effort. 

Mattermark takes the time to educate its subscribers without blatantly selling to them. Raise the Bar is the company’s daily newsletter that features opinions from leaders in a variety of fields: sales, marketing, development, and more. 

Raise the Bar newsletter quotidienne de l entreprise Mattermark

This strategy was chosen by the leaders of Mattermark because it is simple to implement and very easy to consult, which is invaluable in a world full of complex information. 

This strategy is a good example of B2B digital marketing, as it builds trust with their audience while equipping them with everything they need to know to make a purchase and become a serious customer.

NASDAQ societe de bourse de valeurs

NASDAQ is a stock exchange company founded in 1971. This company is currently the second largest US stock market, by trading volume, just after the New York Stock Exchange.

To publicize its leadership in the field of technology, it has developed a very interesting infographic in which it develops all the milestones of their innovation. 

This content generated more than 2,300 views with an average viewing time of 3 minutes.

50. OpenText

Opentext solution logicielle pour la gestion de l information d entreprise

Opentext is a software solution for enterprise information management. 

The company has created an optimized welcome site for its new customers with varied content (white papers, checklists, product pages, case study, ebook, study report, etc.) and free of charge. 

Thanks to this campaign, 1,700 new contacts were registered by the company, as well as 31 new opportunities worth $1.8 million.

entreprise de services de sante Optum

Optum is a healthcare services company, which created a marketing campaign to reinforce the launch of a new solution, support sales and develop its leadership. 

The marketing campaign consisting of infomercials, advertising posters, e-mails, a dedicated website, etc. has been successful. 

It resulted in a 23.5% conversion rate, a 475% increase in website traffic, and a 28% increase in blog subscribers. Resources on the site have been downloaded over 2,500 times. 

In the end, $52,000,000 in new business was awarded to Optum for an investment of less than $1,000,000. 

Oracle was founded in 1977 by computer scientists Lawrence Ellison, Ed Oates and Bob Miner, who decided to market software of the same name. 

It is an SQL software for business management. Since then, the company has extended its activities to the sale of other software and services, the sale of hardware as well as consulting / training services in several areas. 

The company developed The Modern Finance Leader , to establish itself as a leader in the world of finance. 

blog The Modern Finance Leader propose par Oracle et destine aux professionnels de la finance

This blog is for finance professionals. It provides content designed to educate and inform the public on the latest trends, not to mention hot topics in finance. 

With more than 500 articles published, this blog has recorded more than 500,000 views, including 90,000 unique ones. In addition, website traffic, compared to the same quarter of the previous year, increased by 63%.

53. Panasonic

Panasonic entreprise japonaise qui intervient dans les domaines de l electronique

Panasonic is a Japanese company which operates in the fields of electronics. 

For the launch of its brand new product, the Toughpad E1, the company modified its graphic charter, and shot an advertising video highlighting the product. 

The video has received many positive reviews on social media. With more than 14,000,000 posts and 53,000,000 comments, the company can congratulate itself on having succeeded in its campaign.

54. PathFactory

solution de PathFactory reengageant les opportunites perdues et donnant a l equipe de vente des prospects serieux

To re-engage lost opportunities and empower the sales team with serious leads, LookBookHQ now PathFactory has developed a new solution that helps host immersive online events for visitors and empowers marketing / sales teams. sale an overview of the commitment of each participant. 

The development of this solution was part of a larger marketing campaign program, called Caveman , which included a direct mail component and email sales tracking. 

The company hosted 300 meetings, generated more than 50 new leads and recorded an overall conversion rate of 56%, a 27% increase over the previous year.

Paycom fournisseur americain de technologies de paie et de ressources humaines en ligne

Paycom is an American provider of online payroll and human resources technologies. 

Paycom launched a digital campaign including podcasts, webinars and a series of blog posts. Paycom has also partnered with best-selling author and speaker Jacob Morgan as part of the same campaign. 

Explaining to HR professionals why employee engagement is at an all-time low despite increased investment by employers was the purpose of this campaign. 

The podcasts were downloaded 1,172 times and the blog posts viewed 1,410 times. Of the 255 participants registered live, 30 signed up for a Paycom consultation. 

56. Pinpointe

entreprise fournissant des services d automatisation du marketing par email

Pinpointe serves small and medium businesses to provide email marketing automation services.

Basically, the company offered 15-day free trials of service and used traditional business strategies to find customers. This way of proceeding is no longer sufficient, the company has started to carry out webinars. 

Since then, 1,000 additional prospects have been added each month and an average of 25 become customers who each generate $200 per month. Pinpointe was thus able to increase its annual turnover by almost 60,000 dollars. 

Radius fournisseur de plateforme de marketing

Radius is a marketing platform provider. She launched the Revenue Ops by publishing an ebook in partnership with companies such as Heinz Marketing, Engagio, Forrester, and many others. 

The purpose of this campaign was to educate prospects, marketers and sales specialists on their evolving importance in B2B businesses. 

This ebook resulted in 500 downloads in the first two days and raised the company over $5,000,000.

58. RS Component

RS Component entreprise de distribution de produits electroniques

RS Component is an electronics distribution company. For its digital marketing campaign, the company has chosen to make its website a benchmark in the industry it serves. 

RS Component therefore offers on its website a library of free tools and a community platform available in four languages ​​which aims to be a support center for electronics amateurs and professionals. 

One of the free design tools available in the library has been downloaded over 60,000 times and the site itself has amassed over 45,000 members in its first 12 months.

59. Shipserv

industrie maritime Shipserv ayant du succes avec les reseaux sociaux

It’s kind of hard to imagine the shipping industry getting to grips with and being successful with social media, but Shipserv, one of the industry’s leading platforms, proves that it can be done very successfully. 

After trying various social approaches, one as part of a customer engagement strategy, another as part of a much larger marketing strategy, the company was able to increase traffic to its site. 

By the way, it also boosted brand awareness among competitors as well as future and potential prospects. 

The company estimates that the result of its social media marketing for an initial investment of $30,000, would have required more than $150,000 if it had used traditional media.

60. Siemens PLM Software

Siemens PLM Software societe specialiste des logiciels 3D et solutions PLM

Siemens PLM Software is a leading company specializing in 3D software and PLM solutions. 

To promote digital twins and sons, Siemens PLM Software has published a series of blog posts answering common questions from customers and prospects about this topic. 

The articles were viewed over 3,800 times, earning the company a #13 ranking on Google for the keyword “digital twin”.

61. SunGard

entreprise SunGard specialisee dans les solutions informatiques dematerialisees pour les entreprises

SunGard is an American company specializing in cloud computing solutions for businesses. To raise awareness of its cloud offerings, SunGard ran a zombie-themed campaign. 

This campaign had a spectacular download rate of 300%, an email open rate of 5.7% and more than 20 leads.

62. Tempur Sealy

Tempur Sealy Hospitality entreprise fabriquant et commercialisant des produits de sommeil et de relaxation

Tempur Sealy Hospitality manufactures and markets mattresses, adjustable bases, pillows and other sleep and relaxation products. 

In order to no longer have to physically transport a mattress, the company collaborated with The Mx Group to create an interactive tool to present its mattresses. Thanks to this tool, sales representatives can present and sell mattresses online as well as at trade shows, without traveling or moving the mattresses. 

The tool was highly appreciated by sales reps and B2B prospects in the hospitality industry who was the intended audience. 

63. The Trade Desk

The Trade Desk entreprise mettant les medias au service de l humanite

The main mission of this company: to put the media at the service of humanity. 

As the World Cup approaches, The Trade Desk has shot an advertising video in which it highlights how a completely fictitious brand manages to use The Trade Desk’s platform for real-time advertising auctions. 

This was done by the company to encourage ad buyers to engage.

The video has been viewed over 276,000 times, with a click-through rate of 0.74 and 83 new contacts.

64. TopRank Online Marketing

TopRank Online Marketing agence specialisee dans le marketing de contenu

TopRank Marketing is an agency specializing in content marketing. To promote its activities and the universe of content marketing, TopRank has published ebooks, 4 different infographics and around forty interviews presented in the same style as the book “Alice in Wonderland”. 

This resulted in over 145,000 views on Slideshare, 20,000 on the blog , 2,000 downloads and 800 leads.  

livre blanc du specialiste americain de marketing Trapit

Trapit is an American marketing specialist. She published a white paper to present the benefits of selling through socialization. This document has attracted more than 10,000 prime prospects and created up to 70% of leads.

66. Tyrolit

Tyrolit entreprise ayant utilise une strategie CRM pour integrer des produits et des solutions

Tyroit is one of Europe’s largest manufacturers of grinding, cutting, sawing and drilling tools. 

Tyroit used a CRM strategy to integrate products and solutions to reduce touchpoints and transaction costs.

The company was already generating $416 million in annual revenue from its more than 70,000 products manufactured in 19 factories for 60 countries. Thanks to its CRM strategy, it increased its costs by 25% and obtained a return on investment of 183% in two years.

67. Uberflip

Uberflip plateforme canadienne de marketing de contenu

Uberflip is a Canadian content marketing platform. 

To provide its sales team with relevant information and quality leads, the company created an interactive marketing maturity assessment to help marketers analyze and situate themselves in their marketing processes.

This program was launched with an accompanying ebook to help users. 

Thanks to this program, Uberflip obtained 907,843 views on its site and 1,297 clicks on social networks, all in just three months. 

68. Veracode

societe de securite informatique Veracode

Based in Burlington, Mass., this computer security company wanted to raise awareness and generate new demands for application security. 

So she created the Application Security Program Journey consisting of various content mapped to the buyer’s journey, as well as multiple inbound and outbound strategies. 

programme Application Security Program Journey de Veracode

This campaign resulted in 4,000 inquiries, 479 opportunities, of which 241 were successful.

Wyng entreprise specialisee dans le marketing

Wyng is a company specializing in marketing. In order to raise awareness of the changing dynamics of digital marketing, Wyng formerly Offferpop launched its program called Staycation .

As part of this program, subscribers received free ebooks, infographics and videos. The campaign received over 10,000 visits and 7,013 leads.

Xactly entreprise SaaS qui fournit a des entreprises des logiciels et des services bases sur le cloud

Xactly is a SaaS company that provides cloud-based software and services to enterprises. It offers tools to enable management of sales performance, sales effectiveness, sales compensation and employee engagement.

Using customer testimonials and product demos, Xactly worked to nurture existing relationships and drive demand through an integrated, buyer-focused campaign. 

This campaign, called Power of X, was carried out by the company to prove its knowledge of buyer pain points and the effectiveness of its solutions. The company generated 280 new potential customers through this campaign.

Xerox geant americain de l impression

We end this series with Xerox, the American printing giant which has achieved an incredible performance. 

To connect with 30 “big fish,” Xerox launched the Get Optimistic and partnered with Forbes to create a magazine that offers insightful business advice. 

70% of targeted companies reacted to the campaign, the number of readers increased from 300 to 400% compared to previous campaigns. Xerox also acquired 20,000 new contacts and had 1,000 appointments. 

The result was just impressive: 1.3 billion dollars in sales recorded by Xerox!!!  

There are a thousand and one ways to conduct a profitable digital marketing campaign. Each company innovates in its own way with the means it has, depending on its industry as well as the public it targets. 

In this article, you had the opportunity to discover the various digital marketing strategies adopted by 71 different companies to improve their performance. 

For some of them, it was necessary campaigns to survive, while for others, the challenge was simply to improve turnover or awareness.

However, even if this list does not mention any campaigns that have known failures, that does not mean that they do not exist. Not all strategies pay off, but the most important thing is to constantly: 

As Winton Churchill says: 

I hope this article has helped you find a tactic or two to try with your business. Do not hesitate to share them with us.

See you soon !

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7 B2B and B2C Case Study Examples to Model Your Content After

In the pantheon of content types, the case study takes a special place. While blog posts and white papers are often for consumer education purposes, the case study is one of the best ways to shine a spotlight on your brand, services, differentiators and successes for any potential client.

It’s one of the more direct content marketing assets, and ideal for leads who are further down the funnel. The case study is used to explain exactly how you helped solve a problem for a client or customer, and thus tell your story and demonstrate your value or return on investment.

But while writing a case study may seem like a breeze, a lot of strategy and effort goes into producing a great one – the type that can help convince potential customers to do business with you.

A general case study format: overview; challenge or opportunity; solution; and outcome.

For any readers interested in case study examples, the internet is filled with customer case studies and plenty of opinions on what the best case study format is — illustrating how to craft an effective asset. But we’re going to save you some time and present a few tips on writing and designing case studies, as well as 7 examples you can use as models for content marketing and beyond. 

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What Is a Marketing Case Study?

A marketing case study is a narrative of how your business met a need, solved a problem or helped in a project. They act almost like customer reviews in that the case study relays what the product or service is, how it was used and what the impact was through methods like qualitative research and interviews. Case studies are effective in both B2B and B2C marketing.

The ultimate takeaway for readers should be an understanding of your business and the benefits you can deliver – and there’s no better source of that material than real-world wins. To start on the case study writing process, begin by:

When you sit down to write a case study, it’s important to know the general format. While there’s no hard-and-fast case study template, a commonly used format is: overview, challenge/opportunity, solution, outcome:

Best practices include quotes from customers, client contacts or internal staff wherever possible so the real-world use case resonates with the reader, including any new potential customer. 

The end result should be a polished asset that answers any remaining questions that potential customers might have. And to give you some insight as to what that looks like, here are 7 B2B and B2C case study examples.

1. Aware – The World’s Largest Employer Uses a Web-Based Platform for Biometric Identity Proofing

Aware is a leading global provider of software products and solutions for biometric identification and authentication — all of which may be difficult to understand in practical applications. But the company’s case study “The World’s Largest Employer Uses a Web-Based Platform for Biometric Identity Proofing” is a primary study analysis example of what to do right when writing case studies

Aware case study example

This case study follows the generally recommended template of overview-problem-solution-outcome, and conveys Aware’s story in clear terms that expertly explain the product and benefits. Of course, having the world’s largest employer (the U.S. Department of Defense) as a case study subject lends credibility to Aware, which can explain how it succeeded on one of the highest levels, thereby creating a persuasive asset to be implemented into any scale of a marketing campaign.

2. HubSpot – Studio Proper Cuts Sales Cycle in Half and Increases Revenue by 35%

Right off the bat, HubSpot lets readers know the main benefits with data. The title doesn’t mess around, basically pulling the conclusion all the way up. The case study itself follows closely along the overview-problem-solution-outcome format, creating a natural progression for the story and the reader to follow along with.

HubSpot case study example

One of the best elements of this example is the case study design. The overview is set in a shaded box that draws the attention of the reader; functionally, this helps ensure they have context for what’s about to follow. From there, screenshots help add a visual touch that reinforces the product use case, and emphasis is added on tangible takeaways like “ saving up to 50 hours each quarter on manual processes .”

Another cue to take from HubSpot is building up a library of case studies. Armed with dozens of customer stories , HubSpot can share sector-specific content that plays well with a target audience.

3. Walmart Labs – Seamless Returns Experience

For an example from the B2C marketing world, we turn to Walmart Labs, a division of the retail multinational that incubates innovation. It also has quite a few handy case studies for how Walmart is using technology to drive better customer experiences and operational efficiency.

Its “Seamless Returns Experience” case study is a succinct examination of the issue at hand and what Walmart is doing to find a solution.

Wal-Mart case study example

Something this case study does particularly well is highlight the most important takeaways. It makes for an easy read, but also a compelling case study. Readers come away with direct knowledge of what Walmart is doing to solve pain points in the returns process, and how successful its initiatives have been at making for a more streamlined experience for any prospective client.

4. Consero – How private equity-backed AppleCare leveraged Finance as a Service to accelerate growth

You’ve likely heard of Software-as-a-Service, but have you heard of Finance-as-a-Service? After reading this case study from Consero, you’ll get a clear picture of exactly how outsourced finance and accounting can help businesses grow or seize opportunity. The table of contents helps set the stage for the journey and what readers should expect.

Consero Global case study example

The art in Consero’s case study is the narrative it creates using quotes from a client contact. They help bring personality to the piece, as well as authority. The design of the case study makes ample use of pull quotes, which pump up the effect even further. Combined with the linear progression of overview-challenge-solution-outcome, the artful storytelling provides insights as well as evidence.

5. Coca-Cola – Thirsty for More: Coca-Cola’s Shared Value Approach with Communities Across Brazil

Sometimes the case study challenge doesn’t have to be financial or operational; it can also be an exploration of a company’s efforts to advocate sustainability, social responsibility and corporate governance.

That’s what Coca-Cola took the opportunity to do in producing this case study of the brand’s efforts to support and train workers in Brazil, as well as innovate solutions for underserved communities.

Coca-Cola case study example

While this B2C marketing example is a bit more long form, the depth and knowledge it provides are key for the reader, whose understanding of the material is helped along by graphical elements. The technical explanations don’t come at the sacrifice of personality, however, as the stories of Brazilian youth are documented with quotes and anecdotes to help humanize the piece, which is, after all, a case study in how Coca-Cola is pursuing social and economic growth for foreign communities.

6. Brafton – How Brafton transformed Custom Vault Corporation’s UX

Well hey, look who made the list. If you’re looking for a sample case study to model a first draft off, this example can help provide the roadmap you need to get started. All the elements of strong construction are here: straightforward structure that outlines the four core pillars (overview, challenge, solution, outcome), punchy quotes and sleek design.

Brafton case study example

Don’t be afraid to add emphasis to what plays well for you. You want readers to come away with an impression that your business is knowledgeable, has a track record of success and can deliver solutions that align with their personal pain points.

7. Slow Clap – “ Built In Slack” facilitating impact for Mask for Docs and Frontline Foods

Video content and multimedia elements set themselves apart in this case study from Slow Clap. 

A 2-minute, 30-second video – the ideal time length for the modern online reader – positioned at the top of the content is the perfect companion to the text. Prospects are beginning to engage with video content at seismic proportions .

What to Remember When Writing a Case Study

Each of these examples demonstrates the value of a case study as well as an asset’s value once it’s used. Once you get in a rhythm of case study research and further iteration, you’ll find yourself with a content marketing and sales collateral arsenal that’s highly effective at driving leads and potential customers further toward a purchase decision.

Use these tips on what makes great case studies to power your content ideation and production:

Find out more by subscribing to our newsletter .

Editor’s Note: Updated August 2022.

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By Dominic Tortorice

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B2B Reads: Case Studies that Sell, Scaling Enablement Strategies, Why Sellers Frustrated with ChatGPT

b2b marketing strategy case study

Posted: March 4, 2023 By Sheena McKinney

In addition to our Sunday App of the Week feature, we also summarize some of our favorite B2B sales & marketing posts from around the web each week . We’ll miss a ton of great stuff, so if you found something you think is worth sharing please add it to the comments below.

How to Write a Case Study (That Actually Closes Deals) by  Ryan Law Five advanced ways to improve the persuasiveness of your next customer case study and an acid test to see if you’ve done it.

What is Data Enrichment? Everything You Need to Know By Doug Bonderud Learn the basics of data enrichment and explore its key benefits.  Then, we’ll dive into best practices and enrichment tools that can help you deliver on data potential.

4 Ways to Scale Your Enablement Strategy with Cross-Functional Partners By Erin Tomlinson How to execute an efficient, swift, and measurable sales enablement strategy while being mindful of what’s at stake.

How to Get Referrals and Finally Conquer Your Fear By Joanne Black There’s more to how to get referrals than simply asking for them. There are at least five follow-up questions to optimize a referral request, and each of them presents an opportunity for referral reluctance.  Read on to learn to the right way.

How to Sell Over the Phone [LIKE A BOSS!] By Marc Wayshak 11 keys to learn how to sell over the phone—like a boss.

How to Create a Sales Plan: Tips, Examples & Free Sales Plan Template By Ryan Robinson Read for a deep dive into sales plans. By the end of this guide, you’ll be completely equipped to win the fight for business growth.

How to Address “What’s Your Price?” before B2B Sales Discovery By  Anthony Iannarino With the right sales strategies and tactics, you can handle any sales conversation, even an early one about your price.

The Dreaded “I Want to Think It Over” By Colleen Francis “I want to think it over.” What do you do when the prospect says that? Here’s the best way to handle this (it involves three simple steps).

Why sellers are frustrated with ChatGPT By Zach Franzen Sellers everywhere are talking about how ChatGPT can be used for writing cold outreach, but many are frustrated by the AI’s lack of sales prospecting expertise.

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How to Write a B2B Case Study in 9 Clear Steps

Updated October 2021: Knowing how to write a B2B case study is one of those crucial skills every B2B SaaS marketing team needs to nail.

Why? Because SaaS case studies are the #1 marketing tactic to increase sales, according to a 2022 survey we did of 121 SaaS marketers.

Your case studies are an opportunity for you to share your customers’ success with your prospects, and as a result, demonstrate the value of your service. Think of it like writing a story, not a report—although it does need to be factual and should include numbers, it also needs a compelling narrative and lots of quotes.

A B2B SaaS case study is a tool you can use throughout your marketing mix. It’s an extension of your brand and should be written in your brand’s voice. And it’s a chance to position your company as a trusted leader and the clear choice for your prospects’ business. 

Learn how to write a B2B case study

Here are 9 of our go-to tips to walk you through how to write a business case study that keeps readers engaged, leaves them informed and gets them interested in hearing more from you:

1 . Find out the 9 essential components of a case study

How to write a B2B case study: Find out the 9 essential components of a case study.

Every case study needs a story arc that captures the reader’s attention. It should begin with a compelling executive summary that illustrates how your reader will benefit from what they’re about to learn.

Next, the piece should outline the challenges your customer faced that led them to seek out your SaaS solution (and dive into that process). Spend some time on the solution and how it enabled your customers to level up their business while positioning them as the hero in the story.

Wrap it up with a results section that shows off hard numbers, then close with a call to action to guide your reader where you want them to go next.  

See examples for each of the 9 case study components you absolutely need to include .

2. Hit a home run with your title

How to write a B2B case study: Your case study title needs 3 elements for it to be successful.

Keep three elements in mind when writing your B2B SaaS case study headline. Include your customer’s company name. This helps show readers that your case study is a real-life example of how your service helped someone.

Reference the product or service your customer used. This gives readers an idea of whether the case study is relevant to them.

Finally, if you have one, highlight a statistic that references the results your customer got from working with you.

See examples of compelling case study titles from leading SaaS companies .

3. Keep your executive summary short

How to write a B2B case study: Keep your executive summary short and sweet.

The executive summary of your B2B SaaS case study should be short (a few sentences) but impactful, and should provide a clear understanding of your service.

First, introduce your customers and the challenges they were facing when they hired you. Next, explain what your company did to help.

To finish strong—don’t skip this crucial step—outline a few results backed up with statistics that reinforce your main message.

Check out 4 examples of executive summaries in SaaS case studies .

4. Focus on your customer, not your company

How to write a B2B case study: Find out how to portray your customer as the hero of the case study.

Readers don’t want to hear about how great you are—that’s not how to write a business case study. They expect a B2B SaaS case study to provide insight into your customer’s opinion of your service.

Include details like what industry your customer is in, the size of their company and the name of the person you interviewed. Incorporate direct quotes to tell the story from your customer’s point of view. Explain why they chose your solution and how it impacted their business, but keep the focus on them and their success.

Learn how to make your customer the hero of your case study—and see examples .

5. Use quotes to add personality and credibility

How to write a B2B case study: Add credibility and personality with quotes

There’s a time to paraphrase when you’re writing, but sometimes, no one can sing your praises better than your customer. If you want to master how to write a B2B case study that’s engaging and honest, using quotes is a go-to tactic.

Readers want to hear from your customers whether they recommend your service, and why. The quotes you highlight should be specific and resonant, with detail that brings them to life. Feature testimonials as pull quotes in your design, and include a headshot of your customer to make it personal—and trustworthy.

Get tips on how to choose testimonials for your case study—and what not to do .

6. Don’t let a lack of metrics stop you in your tracks

How to write a B2B case study: Use concrete stats.

Metrics are a surefire way to measure success in a B2B SaaS case study. Hard numbers are objective, reliable and convincing. But, you may not always have metrics to tell your story. We’ll walk you through how to write a SaaS case study without them.

First, lead with your best quote. Social proof can be just as powerful as numbers. Describe a clear before and after the experience—for example, time or money saved. Have your customers explain what your service has meant to their business. List a few benefits (infographics come in handy here).

Check out an example from a case study with no metrics .

7. Guide your reader with a call to action

How to write a B2B case study: Every case study should have a call to action.

Your reader has stuck with you until the end of your case study. Don’t leave them hanging—guide them where you want them to go next with a call to action. This should be a specific statement that speaks directly to your target audience.

Use design to make your call to action stand out. It should be obvious and clear what you want your reader to do. Tip: you can have more than one call to action in your B2B SaaS case study, and you can intersperse them throughout.

See 8 case study CTA examples from other B2B SaaS companies .

8. Find inspiration for your content from other case study examples

How to write a B2B case study: Get inspired by your competitors case studies.

When you’re looking to sharpen your company’s B2B SaaS case studies, reviewing your competitors’ content is an excellent way to gather inspiration.

Critique their case studies for what worked well and what could be improved, such as titles, imagery and use of testimonials and statistics. We’ve done some of the legwork and reviewed three case studies from GitLab , Sendoso , and Front so you can take notes on the hits and misses. 

See what worked and what didn’t for 3 case studies by GitLab, Sendoso and Front .

9. Find out 8 ways to get more eyeballs on your case studies

How to write a B2B case study: Squeeze the most value from your case studies by promoting them.

You already know why the B2B SaaS case study is a powerful marketing tool. Now that you know how to write a SaaS case study, you can likely imagine it’s a time consuming effort.

To leverage your case studies to their full potential, create a section on your website for them and promote them from your home page as well as from relevant landing pages for your services.

Create case studies in various formats including video, and promote them on social media as well as in your e-newsletter. Get your case studies into your sales team’s hands, and use them at any presentations or conference talks you give.

See the 8 ways to squeeze the most value from your case studies .

Now that you know how to write a B2B case study, what’s next?

With these tips on how to write a business case study, you’ve got a great overview of the elements you need to pay attention to when writing a SaaS case study. Now you’ll want to dive a bit deeper into each of these tips to round out your knowledge and learn actionable steps you can start taking towards better case studies today. 

First up is to dive into our post on how to format your B2B SaaS case study so it reads like a natural story narrative. This will help you keep your prospect’s attention and allow them to imagine themselves as the central character—your next customer!

Need a hand with your B2B SaaS case studies?

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Check out our case study writing service for details on how we can help.

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As the founder of Uplift Content, Emily leads her team in creating done-for-you case studies, ebooks and blog posts for high-growth SaaS companies like ClickUp, Calendly and WalkMe. Connect with Emily on Linkedin

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How to Write A Better Case Study for B2B

b2b marketing strategy case study

Through words and images, B2B case studies tell detailed stories of how your company solves business and technical challenges for customers.

Sales teams consistently rank case studies as the most requested content tactic . Between 400–1,000 words, online case studies help drive prospects to your website, build credibility and trust, and demonstrate performance in the customer’s or prospect’s industry. 

The B2B case study can quickly communicate your company’s value to a prospect who is looking for answers to a problem. At the same time, the case study can set you apart from competitors. 

What Makes a Good Case Study Candidate?

Gather case study facts, interview your customer to create the best case studies, how to format your case studies, use strategic seo, additional case study tips.

Today, most consumers don’t buy anything of significant value without reading online reviews first. Research shows that 91% of people regularly or occasionally read online reviews, according to Inc. magazine .

The B2B equivalent of online reviews is the case study. Research by the Content Marketing Institute found case studies to be one of the most effective content types for influencing engineers and other B2B buyers during the consideration and evaluation stages of their decision-making process.

This also might be the reason why case studies consistently rank as your website’s most-read pages. Detailed case studies help prospects visualize how your products or services can be used for their applications. At the same time, they provide proof senior leaders want when evaluating a potential supplier’s capabilities. 

If your products and solutions are tailored to serve multiple applications or industries, create at least one case study for each sector you serve. Prospects value industry experience, and want proof that your solutions work in their specific situation. Well researched and written case studies communicate:

Your sales team is often an excellent source for identifying which customers would make the most compelling case studies within each industry you serve. Ask your sales team what questions they’re hearing from your customers and prospects. This business intelligence helps you better understand the language your prospects use to define their specific issues. Also choose case studies based on which projects represent work that you’d like to do more of, and show off your differentiators in the marketplace. 

Before you write the story behind your case study, resist the urge to make the narrative all about your team’s genius and ingenuity. First, find out what information your prospects and readers desire most in a case study. Note, this information could likely differ by industry, but always put your audience’s information needs first. The Content Marketing Institute says, 90 percent of top-performing B2B firms put the audience’s information needs before their own.

Short of talking with your target audience directly, the best source for learning their information  needs will likely come from the people who are closest to your customers — sales. Ask your sales team the following questions or have them email you answers in bullet point form. Additionally, proposals, scopes of work and project detail documents will help you flesh out details. 

8 Questions to Ask Sales

You can write a compelling case study using internally generated information from the checklist above. But, like a good news story, the best information in a case study comes directly from the source. To write next-level case studies, ask clients for a 30-minute call because you’re interested in featuring their company and experiences on your website, which will be seen by hundreds of people. Explicitly stating “We’d like to write a feature on your company” is much more enticing to your customer than asking “Can we do a case study on you?” 

Sometimes, having someone on your sales team conduct the customer interview can help deepen the customer/supplier relationship and possibly even lead to future opportunities. On the other hand, to maintain more objectivity, your marketing team can talk with the customer. However, if objective feedback is important to your company, you’ll produce the most straightforward and unguarded responses from customers when you hire an independent writer or agency to interview your customers. 

10 Questions to Ask Your Customer

Now that you’ve talked with your sales team and customer gathering facts, it’s time to write a case study narrative. Demonstrate your company’s knowledge and problem-solving capabilities. Detail the challenges and conflict your customer was facing. 

Begin writing your case study by focusing on the customer. Better yet, make them the story’s hero. After talking about your customer and their needs, introduce your company as the expert guide that helped them. That’s where you talk about your products and services and how they helped.

Executive summary

Bullet points

The customer

The situation

The solution

The results

Call to action

As you write your case studies think about what keyword phrases your prospects may use to search for relevant content. This is strategic search engine optimization (SEO). What kinds of questions might they be asking? Look for opportunities to address prospect questions or queries through keywords weaved into case studies. These keyword phrases will significantly improve the chances your content will appear on a search engine results page like Google. 

Be sure to include a mix of what are called long-tail phrases and broad words. For instance, the phrases “sensor failure pneumatic actuators” and “robotics” represent two ends of a spectrum covering the same topic.

Write your case study around what you accomplished first, but then go through your list of target keywords and see which ones could naturally fit within the material without changing its meaning. Ideally, shoot for 1% – 2% of your overall word count to be your target keyword. SEOquake is a great chrome extension you can use for checking keyword density, amongst a few other things.

As you begin creating your portfolio of case studies to share on your company website, you’ll likely have further questions or concerns. The following are several more considerations to think about as you write new case studies:

Can you mention your client contact and company names? Most companies will have guidelines you need to comply with when it comes to publicly sharing information. Many industrial companies operate under strict NDAs designed to protect proprietary information, trade secrets and patents. If you can’t disclose the company’s name, consider using a general description such as a “Fortune 500 manufacturing company” or a “Minnesota-based medical device manufacturer.” When in doubt, review a draft of the case study with your customer and allow them to make edits prior to publishing.

If you have numerous case studies, categorize them by industry, company size, or product/solution. Link to them from your product and industry pages.

Format your case studies so they’re easy to skim. Include fact-based vital points in your subheadings. For instance, instead of “Results” as an H2, say “Results: 25% Increase in Efficiency.” Get to the heart of the essential story in around 600-1,200 words.

If you worked with other solutions providers or vendors on the project , consider naming and linking to them for added credibility.

Include client quotes you captured during the personal interviews.

Video testimonials are a great addition to provide credibility. Identify the best spokesperson and write an interview guide that you’ve previewed before going on camera. Include B-roll of their facility, if possible.

Re-purpose the case study. Post it on your website, consider sending it out to your mailing list as a supplement to the useful content you’re regularly sending, and share the case study on social media.

PDF case studies are still widely used, but sharing case study content right within the webpage, without requiring a “gate” or form-fill to download is better. This will allow Google to crawl the entire article, and let your users find you via search and understand how you work without obstruction. However, a PDF or gate can be helpful in the instance where you can provide a meaty, freely available and searchable case study (600-1200 words) and then ALSO offer a more in-depth gated content that provides even more detail about the process and results. The “gate” in this scenario works best as a form that hides part of the on-page content from view, like this case study we wrote about SEO & Digital Marketing . If it’s technically more feasible, a gated PDF download also does the trick.

Whether it’s creating convincing copy, fine-tuning content to improve search results, or designing and building an all new case study infrastructure, we’re here to help.

Need to level up your B2B case studies?

Related content, top 6 b2b industrial marketing priorities to do more with less this year, top 7 b2b web design trends in 2023, critical seo principles to improve your b2b industrial website’s visibility and ranking, modern marketing for technical industries.


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9 of the Best B2B Marketing Strategies & Examples

Marketing your products or services to businesses can be difficult. As an individual, you’re very familiar with being marketed to as a consumer, so you have a preconceived idea of how to market to other businesses. However, selling to businesses (B2B) and selling to consumers (B2C) require very different processes.

Here’s what we’ve learned about business to business marketing after 40 years of providing outsourced marketing services and packages to Texas businesses .

What Is B2B Marketing?

B2B marketing is the process of one business marketing its products/services to another business. Business to business marketing is needed when one company’s output is required for another company to maintain or improve its operations.

Some B2B marketing examples include:

What Is a B2B Marketing Agency?

A B2B marketing agency is a third-party marketing company that specializes in tailoring your business’s marketing message to other companies. B2B marketing experts understand the subtleties of targeting decision-makers for premium-priced products/services.

Why B2B Marketing?

Business to business marketing is important because most companies rely on the products or services of other companies to function. It’s very rare that the entire production and distribution process of an organization is 100% self-contained.

For example, your favorite clothing brand likely sources their raw materials from farms and the fabric dies from chemical companies. Your favorite cell phone brand likely purchases the components of their devices from third-party companies and pays shipping companies to distribute the end product.

How are these vendor relationships formed? It all starts with identifying B2B marketing opportunities and then tailoring your branding and marketing message to a company that needs your products/services.

Another key reason why B2B marketing is important is the length of B2B relationships and potential for increased revenue. Selling to consumers typically involves a single purchase of a low-cost item. When a business sells to another business, the cost of the good or service may be substantial and necessary on a regular basis.

For example, when a landscaping company sells services to a large office campus, it might involve a contract that spans several months and is worth tens of thousands of dollars. This is quite different from a consumer paying for a one-time landscaping job in their backyard.

Types of Business to Business Marketing

importance of B2B marketing strategies

There are three main B2B marketing techniques that you can employ for your business. Consider how each of these can be used at your business, then research your competitors to see if these B2B marketing programs will work for your industry.

Digital Marketing for B2B

Digital marketing is a scalable way to get your products or services in front of the right people. A digital marketing campaign makes it easy to track ROI, and you can use granular targeting to reach decision-makers.

For example, LinkedIn ads can target individuals with certain job roles so that you can directly target a purchasing manager or executive. If your ideal customers are searching for your products or services online, you can use an SEO company to make sure your web pages are at the top of the search results.

Traditional Marketing for B2B

Traditional marketing strategies for the business-to-business market casts a wide net and tends to be expensive, but it helps build brand equity. You can use radio, television, or print ads to grab the attention of your potential customers and remain top of mind. You’ll be in the running when those companies are looking for a new vendor.

Personal Selling for B2B

Personal selling is one of the oldest and most effective B2B marketing methods. Personal selling leverages face-to-face networking and relationships to get deals inked. This is the least scalable way to market your business to other companies, but it has the highest conversion rate.

Personal selling is frequently paired with digital marketing. Digital campaigns generate leads that are followed up in person by a salesperson.

digital marketing packages and pricing

9 Examples of How to Do B2B Marketing

Business to business marketing companies have nine main strategies for improving B2B lead generation and sales. The following B2B marketing programs are proven ways to help grow your business.

1. Research Customer Pain Points

Successful B2B marketing starts by researching what your customers need. Just because you’re offering a product or service doesn’t mean customers will come running. Find out what drives the demand for your product/service, and how you can stand apart from the competition.

One way to better identify your customer needs is to form customer user groups. Similar to focus groups for a new product, customer user groups leverage the people that are already benefiting from your offerings. For example, after interviewing your customer user group, you may find that marketing for IT companies is more effective when you focus on the pain point of cloud security. Identifying these pain points can go a long way when tailoring your marketing message.

User groups can be conducted in person, or you can build surveys that uncover the unique pain points that customers experience before searching for your solution.

Other research methods include doing keyword research to discover organic search demand or leveraging existing data about your industry.

2. Prioritize Reviews, Testimonials, and Case Studies

B2B digital marketing strategy

One of the most effective B2B marketing strategies is leveraging reviews, testimonials, and case studies from existing customers. This builds credibility in the eyes of potential customers who need to know your products or services can deliver.

Reviews and testimonials are important to your B2B digital marketing strategy as well. Reviews can be leveraged online to help your brand outrank competitors and improve your organic and Google Ads click-through rates . Learn more about how to get Google reviews for your business today!

Case studies are helpful the closer you get to a purchase decision. For example, when customers have a list of potential product/service providers together, they’ll want to see how you’ve performed in the past. Having a case study of a similar customer might be the proof your prospects need to see before making a big purchase decision.

3. Use B2B SEO

Search engine optimization is a valuable asset to your B2B online marketing. Prospects need to make informed decisions, so they conduct preliminary online research. If you’re not a top result for the product or service you’re selling, you might not even be considered a potential vendor.

One way to improve your SEO is by leveraging content marketing for your business website. Content marketing helps position your brand as an authority to both search engines and users. In fact, content strategy has proven to have a major role in B2B manufacturing marketing and manufacturing web design . Both of these work together to improve SEO for manufacturers and drive organic search traffic. By regularly publishing highly educational content, you show your subject matter expertise and help users make more informed decisions.

By combining B2B online marketing strategies like reviews and content marketing, you can dominate the search results for your products/services. Not only will business prospects find you in search results more often, but your reviews will help prove that you’re a trusted provider.

4. Use Social Media for Business

Social media has evolved from a determining dimension to a qualifying dimension. Simply having a social media presence will no longer set your business apart from the competition. You are expected to be present and active on the major social channels, and your absence could rule you out for potential customers.

Business purchasing managers use social media reviews and cultural cues to decide if your organization is a good fit. This is especially true for creative industries, such as businesses looking for top marketing companies or professional services. There are plenty of reasons why your business needs social media marketing , but just being active on your channels may no longer cut it.

Organic reach for social media has been declining over the past few years due to user saturation. For the most exposure to potential customers, you need to have a paid social media budget.

5. B2B Advertising

Your B2B internet marketing should include paid spend on search and social media. These paid B2B marketing services can generate great ROI if done correctly.

Learning how to successfully advertise on social media can help you meet your prospects where they already spend their time. The decision-makers and purchasing managers that you’re targeting represent businesses, but they are just people at the end of the day. They spend time on social media channels, and you can use the advanced targeting features of today’s popular social channels to reach them.

Paid search is also a great way to target relevant prospects. The difference between organic vs. paid search is that you can jump the line and appear at the top of the search results without having to pour time into SEO.

Paid search targets your prospects for their exact interest at the exact moment they’re interested. Traditional marketing often relies on user demographics for targeting. This is why many business to business marketing strategies prioritize digital over traditional.

6. Set Up a Customer Referral System

what is B2B marketing?

One of today’s most underrated B2B marketing strategies is establishing a referral system. Referrals have always been a huge source of new business for companies, but the spotlight has mostly been on digital marketing over the past decade.

Try to build customer referrals into your B2B marketing process from the very start. You can employ paid or natural methods to get referrals.

Establish default periods of time where you gauge customer happiness, and solicit referrals from happy customers. For example, if are a commercial lawn care company, consider sending out an email every six months that a customer has been with you to ask for feedback about your services. If the customer leaves you positive feedback, let them know that you’d appreciate it if they could spread the word with their network.

The paid approach would follow the same process, except you’d offer an incentive. For example, you could offer 10% of the next month’s retainer for every new customer referred. This would come at a very small cost to you and would generate a significant amount of revenue.

7. Leverage Marketing Automation

The use of marketing automation is becoming more and more popular as a business to business marketing tactic. You can use automation to engage with and nurture business leads, as well as integrate all of your marketing channels.

For example, if someone fills out a form to download a case study on your website, marketing automation can be used to follow up with related, personalized emails. This is a great way to maximize the usefulness of every single contact that your B2B marketing techniques generate.

Be careful not to overwhelm your business contacts with marketing automation. If your emails become too frequent or your messaging becomes too personalized, you could cause a contact to unsubscribe from your marketing list.

8. Use Influencer Marketing

Partnering with influencers can be a very effective creative marketing strategy for B2B businesses. It makes the most sense to leverage this if there are well-known public figures for the industry you’re targeting.

Going back to our commercial construction example, if your construction firm is trying to get contracts for restaurant build-outs you could partner with a public figure that most restaurant owners follow. Sponsoring a promotional article about your restaurant designs on Gordon Ramsay or Guy Fieri’s blog could be a great way to generate leads.

There’s a good chance you know about local influencers in your target industries. If you’re operating a local business, these local influencers are probably a relevant and cost-effective way to improve your business to business marketing effectiveness. Learn how to advertise a small business locally . 

9. Track Your Campaigns and Use Reports

marketing strategies for the business to business market

How will you know if your B2B marketing strategies are effective? Before you implement any digital content strategy , develop a system for tracking its effectiveness.

If you’re engaging in B2B SEO , what will you use to measure rankings, organic traffic, and conversions? If you’re advertising on social media, do you have to correct pixels installed so that you can trace marketing ROI back to its source?

If you’re using forms of traditional marketing for B2B, they might be more difficult to track. However, just because something’s difficult to track doesn’t mean you should avoid measuring it. If you want to improve your marketing effectiveness over time, you’ll need to track and regularly review reports about the marketing KPIs that matter most to your business.

Let MARION’s Experts Handle Your B2B Digital Marketing Strategy

At MARION , we have over 40 years of experience with B2B marketing in Houston and Austin, Texas. Our marketing team consists of digital marketing, graphic design , and traditional marketing experts with proven track records.

Contact us today to schedule a consultation and discover how we can help your business grow!

About Tony Mastri

Tony Mastri, Digital Marketing Manager at MARION, is an experienced agency and in-house digital marketer. With a proven background in content strategy, relationship-based link building, and technical SEO, he makes data-informed decisions that drive client growth.

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b2b marketing strategy case study

A 6-Step Process for Creating an Effective B2B Case Study

In a business-to-business (B2B) model, proving the effectiveness of your product or service is extremely valuable. Not only do you need to illustrate that your offer delivers tangible results, but the entire case study process should be designed to help foster stronger relationships with your customer community.

Case studies can be prominent throughout each phase of the customer acquisition process. From Awareness , to Consideration , to Decision , the information you publish in case studies has the potential to influence buyer behavior and set your company up for further success.  

In this post, we’ll cover all you need to know about creating effective and powerful B2B case studies from our own experience. Keep reading for a proven six-step process for studies that help your organization stand out from the competition.

Why do B2B companies need a case study strategy?

A B2B case study is more than a standard blog post. While case studies should align with your comprehensive content marketing strategy, you should also develop a dedicated plan that focuses specifically on case study creation.

In most scenarios, a B2B case study tells the success story of a customer that has experienced tangible benefits from investing in your product or service.

A well-written, strongly supported case study also accomplishes the following important goals:

Characteristics of a strong B2B case study

The best case studies not only illuminate the importance of your service or product, they also tell a story. Effective B2B case studies should take readers on a journey from initial pain point to eventual solution. The narrative should be prominent throughout and tie everything together.

Other important characteristics to include in your case studies include:

How to create an effective and informative case study

Case studies can play an extremely important role in your sales, marketing, and brand awareness efforts. But don’t be too intimidated by the process. By establishing a predictable system, you can easily generate highly effective, conversion-ready B2B case studies.

Follow the six steps below to create expertly written case studies that elevate your customer marketing efforts. 

Step 1: Get to know your highly engaged customers

Become familiar with your active customers. For the purpose of creating case studies, it’s also helpful to know which industries your customers serve. 

Keep in mind that it’s not only the “big name” customers that experience sustainable results. Many small-scale businesses and organizations may be easier to reach when you need to collaborate for a case study. Additionally, the results that smaller businesses experience may be even more impactful, since their resources tend to be more limited.

If you don’t have a way to regularly keep a pulse on your customer communication, try something like the FormAssembly VIP Program . This group is designed to engage active users and provide an outlet for them to share questions, successes, and results and has proven to be very helpful for our own team.

Step 2: Conduct purposeful research and interviews 

Once you have a contact at an organization, set up a time for an official interview. If possible, try to send the interviewee a list of thoughtful questions ahead of time so that they can better prepare and know what to expect. 

At the start of your meeting, explain the full case study process. This allows the customer to better understand how you plan to use the information that they provide. It’s also a chance to address any objections or clarify expectations.

Throughout the interview, keep things conversational and relaxed. Ask your customer questions about their experience prior to using your product, and request more information about the results they experienced once their journey began. By recording the conversation and taking detailed notes, you’ll be better equipped to remember usable quotes and key metrics.

Step 3: Identify the pain point and success

As you interview and compose your written case study, remember to highlight the “before and after” state. You might ask questions such as:

The “pain point and success” arc is where your storytelling skills come into focus. Add details that allow other customers to see themselves in a similar position.

Step 4: Craft compelling content

Compelling content is the result of several powerful sections that work together to form a complete narrative. 

If one of your case study sections is lacking the information that you’d ideally like to include—don’t stress. Compensate for gaps by including strong testimonials, descriptions, numbers, and other tangible details.

To make your case studies more searchable, optimize them for SEO. This includes finding relevant keywords, outlining your study with on-page headers, and adding direct calls to action. 

Step 5: Use high-impact metrics, visuals, and testimonials

Although the written content of your study is most important, interactive elements can help tell the story while keeping readers engaged. To make your case studies stand out, consider incorporating the following elements.

Step 6: Share and promote your content

Before you publish your study, it’s always a good idea to send it back to the original customer. This gives the organization a chance to proof the article and sign off on certain details that may be subject to marketing or legal approval. 

Once you have the final thumbs up, publish your study and encourage others on your team to spread the word. You can also promote the study on social media platforms (like LinkedIn, Twitter, and Facebook) or include it in your content email blasts. When you share, use trackable links so that you can gather data on where case study traffic is coming from.

As a bonus step, consider repurposing your case studies into other types of information products. For example, you may ask a case study participant to share their experiences on a webinar, or to present their innovative use case in a workshop or training session for other customers.

How to leverage your published studies for maximum impact

Remember, case studies provide nearly endless potential for your content marketing efforts. Since every customer story is unique, you have multiple opportunities to capture the special selling points that make your product or service different.

Never underestimate the power of case studies to the entire customer journey. Research shows that up to 80% of customers read and search for relevant case studies as part of their buying journey, which underscores how important it is to devote time and resources to the development of case studies.

Once you have a library of strong B2B case studies , put them to work! Share them with other departments, equip sales team members with how to locate studies, and position them prominently on your website for maximum visibility. For example, at FormAssembly, we’ve made our own case study library searchable and categorized it by industry.

b2b marketing strategy case study

Wrapping up

Strong B2B case studies have the potential to elevate your existing content marketing strategy from good to great. By spotlighting your company’s benefits through proven customer stories, you can produce strong pieces that are easy to use, share, and distribute.

Regardless of whether you have plenty of published studies or want to establish a brand new case study program at your company, apply the tips in this post to create the most well-rounded customer success stories. Below, check out FormAssembly’s extensive case study library for examples of these best practices in action.

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The New Rules of B2B Lead Generation

b2b marketing strategy case study

Five ways sales teams can adapt to a new landscape.

Face-to-face meetings are back, but is that what clients are looking for? Companies need to update their lead generation strategies to make them more data-driven and more in line with what potential clients’ preferences. To adapt, companies should follow a new B2B sales playbook: 1) build the right team for the job, 2) create simplified content that articulates the firm’s industry offerings, 3) push the content to market, 4) have teams share relevant leads with sales, and 5) measure outcomes at multiple levels.

At the beginning of 2020, it was the norm for any respectable technology industry leader in business to business (B2B) sales to spend upwards of 80% of their time on the road and with clients. They would be on continuous lookout for new prospects and qualified leads through face-to-face interactions, taking potential clients to sporting events and chatting them up at annual conferences. Ironically, given the industry, not much science or tech was behind the development of pipelines or closing the deal.

As a result of the global pandemic, this same seller travels much less or not at all, finding themselves with a lot more time on their hands but with the same, or even greater, quotas they need to hit in the next quarter. While the salesperson may be excited for a more aggressive travel schedule as the world shifts to a new normal, it isn’t clear that the clients want them back as much as before or if corporations will allow for vendor visits as much due to legal reasons. Over 70% of B2B decision makers prefer remote human interactions or digital self-service .

This new environment presents a challenge: How is a B2B seller supposed to find new customers whose problems they can solve when customers don’t want to go back to the old way of doing business?

In this article, we will walk through a real-life example of how a $10 billion global technology company successfully implemented a new approach to digital lead generation, resulting in high adoption of the new digital tactics. Based on the authors’ experience leading transformation projects at this tech company and over 30 years of combined experience helping Fortune 500 sales teams transform their go-to-market operations, we recommend that firms follow a five-step process to support sales on this journey towards better lead generation.

What Clients Want Right Now

Instead of telling their B2B sales representatives to make individual changes, organizations must better enable sales lead gen activities in the new environment. Right now, salespeople are encouraged to spend more time prospecting, chatting with clients on communication platforms like Zoom and Teams and hosting online events. While these actions may help, they aren’t enough to help the seller close what is a substantial gap in their pipeline, especially for those without the luxury of stable client accounts or a steady renewal business.

To get more leads, the B2B salesforce needs to meet their potential customers where they are: online, primarily on LinkedIn and Twitter. As part of this effort, your salesforce must become recognized thought leaders in their fields and contribute to digital conversations in new and provocative ways — a role previously reserved for those in the product, customer success, or professional service arms of the company. And they must use client specific and industry-focused solution selling, which is more relevant than ever in a digital environment. Most salespeople cannot realize this vision individually. It is incumbent on the organization to provide the right support. Ultimately, B2B salesforce leaders, especially those in forward leaning industries such as tech, must create content that the field can bring to market, including white papers, 1–3-year technology transformation roadmaps and standard pitch materials, as these will allow salespeople to position themselves as thought leaders.

The New B2B Sales Playbook

1. Build the right go-to-market team. To compete in this new environment, organizations need to have a cross-functional team create standard global repeatable processes, which will be used to build go-to-market content using a holistic approach. The processes must be streamlined, with the goal of creating no more than three standardized marketing assets for the field that are industry focused. It is important to leverage regional stakeholders in the content creation process and to incorporate feedback from field sales and marketing teams globally as well. At the global technology company, there were many stakeholders in the content creation process, though the firm started with sales and marketing teams at the regional level.

2. Create simplified content that articulates the firm’s industry offerings. It is critical that the content your team produces is “outcome-based,” in that it focuses on the problems clients are facing rather than the products that the field is selling. The team should set up the infrastructure for this content to be housed on internal landing pages, but also for a subset of the content to be available externally on social and digital channels through marketing teams. For example, the company we studied used to have thousands of pieces of sales collateral, all spread across different sites. The cross-functional team focused on creating sales collateral for just a subset of industries, and all pieces of collateral clearly articulated client value, not just product specifications.

3. Push the content to the market. Awareness is key here. Leaders must widely communicate the go-to-market program and content across the organization. After the communication, leaders must ensure the content is easily accessible to salespeople. And salespeople must be able to push the content to market, leveraging platforms for distribution and possibly sales productivity tools for tracking and performance information after the field has distributed the content.

4. Demand generation teams share relevant leads with sales. Sales will gain leads directly through some of their actions, including emailing prospects with the content and posting it on select digital media platforms. In other cases, like when prospects are led to a corporate website that collects customer information, sales leads will need to ensure that information is shared with the field, otherwise the field will not be properly incentivized.

5. Measure outcomes at multiple levels.  Reps in the field must be able to monitor the overall performance of their content, including views and impact on deals. Meanwhile the organization can build on sales content that is doing well and remove collateral that doesn’t quickly gain traction. Internal performance metrics for maximizing quality content and leads must be present. This last step ensures that the content library only includes sales motions that deliver value, both to clients and to the field.

Taken together, these five steps can create a changed experience for reps. Tiffany, a seasoned salesperson at our global technology company, no longer flies out to a client on Monday morning. Instead, she wakes up and receives a list of companies to focus on and standard content on key offerings. She immediately posts a relevant article on LinkedIn, including some of the standard content, and she targets some procurement VPs at a few of her prospects. Then she shifts back to preparing for upcoming meetings for a few hours. In the afternoon, she reviews information on how her post performed and receives email addresses from a few procurement VPs because of her post. Internally, this triggers her support team, such as pre-sales demo resources and architects, to prepare for any upcoming customer conversations. Including specialists ensures the highest levels of topic expertise to support the sales process from lead to close. With leads and expertise available, Tiffany is now in a better position to hit her quota.

Clear Returns

The return on these investments is real. In our case study, there have been positive outcomes that are both qualitative and quantitative. Salespeople, like Tiffany in our example, are quickly adopting the new tactics and getting more leads. At the same time, the organization is benefitting in many ways. There is now global alignment and program support for sales activities, faster product improvements and product feedback, less redundancy in go-to-market content, higher content quality, and faster time to engage prospects. All of this amounts to a greater revenue opportunity and less cost for organizations by leveraging a strong and thorough global template.

That is not to say that implementing this new approach is easy. In our case study, the global technology company faced a few challenges, including the high level of effort required and the differences in regional go-to-market content. But the biggest challenge was change management. In the beginning, sales and organizational leaders were concerned with regional preferences and industry-specific needs. Leaders of this program needed to address pride over existing content and lead gen processes to ensure new approaches were successful. As a result, a lot of time was spent getting leadership buy-in from program inception. However, the program team leveraged metrics to communicate global success as well as point out areas of need and further focus, causing leaders to move from program skeptics to champions.

Each organization has differences of course, but the fundamental challenge remains the same. Salespeople are operating in a new world. By supporting them with better lead gen practices, organizations can thrive in the changed digital environment.

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5+ B2B Marketing Case Study Examples & Templates in PDF

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