Case studies can engage prospects as you work toward converting them to active clients. When’s the ideal time to deploy them? Read on for the benefits to sharing your case studies at different points in the sales cycle.
At the beginning
Case studies are an excellent tool for introducing yourself to prospective customers. They offer opportunities for people to engage with your company on a level deeper than a simple link to your website. Since case studies map the entire journey of active clients, they allow prospects to visualize working with you.
Case studies also function as third-party endorsements. While you have total control over marketing collateral like blog posts and press releases, case studies are based on feedback from satisfied clients. Providing social proof early in the process can go a long way with prospective customers.
In the middle
If you have a prospect’s full attention, a case study can be just as useful in the middle of the sales cycle. A good case study gives the prospect something to circulate internally, which allows you to reach decision-makers you may never have spoken with otherwise. If it’s well-written, you might have found an indirect line to a power broker who can have a serious say in making your life easier.
A case study can facilitate a productive conversation if your prospect is dragging his feet. A prospect could learn about a tactic he hadn’t thought of or discover you’ve worked with a company or person he knows. Suddenly, your prospect may go from being on the fence to committing.
At the end
A case study can be a fantastic tool to overcome a prospect’s last-minute objections. Since it focuses on the positive results of working with you, the case study can justify cost or length of process. It can persuade a prospect to act fast, so he can tap into what the case study promises he’s missing. If the prospect already committed to working with you, a case study can help him feel confident in his decision.
By using a case study as a point of reference, you can drive the conversation to focus on the benefits of your potential partnership. No matter when you provide it, a case study can keep your prospects engaged and focused on the exciting results to come.
Do you use case studies in your marketing? When do you share them with people? Let us know in the comments below.