Ep. 116: How to Create Case Studies That Sell for B2B

How to Create Case Studies That Sell for B2B

Storytelling is something that is essential in B2B industries. Telling that story from the customer’s perspective, however, really does provide proof of success which ultimately helps to shorten the sales cycle.

Join us as we talk to marketing and copywriting expert Joel Klettke (Founder, Case Study Buddy) about how to create case studies and video testimonials that sell in B2B. During our conversation, Joel explains why storytelling from the customer’s point of view is paramount and the importance of understanding customers as well as their buying journey. Joel also provides great tips on how you can generate good insights from customer interviews and give us incredible ideas on how to create case studies that are interesting, insightful, and different.

https://youtu.be/oovLIoa7TP8

Topics discussed in episode

• Joel talks about why storytelling from the customer’s point of view is so important for B2B [2:25]
• Some common mistakes and misconceptions around case studies in B2B [6:44]
  • Not involving the customer in the process
  • Not making case studies a company-wide effort
  • Treating case studies like they are formulaic stories without any creativity
  • Trying to put all the positive things into one story
• How to convince the customer to participate in a case study [11:45]
• How we can make case studies more creative from a B2B perspective [17:03]
• Understanding customers and their buyers’ journey, and how that can help with case studies and video testimonials [20:50]
• Examples where the B2B companies have used case studies and video testimonials to win their leads back [25:33]
• Joel gives some actionable tips: [29:30]
  • Look at what you already have
  • Break apart what you have into subsets of assets that you could deploy in different ways
  • Think about how you can create smaller assets that could be tested using different methods
  • Set up an SOP to help to mobilize your team internally
• Metrics that B2B marketers should pay attention to [34:43]
• Joel talks about the importance of not treating case studies like an afterthought [39:02]

Companies and links mentioned

• Joel Klettke on LinkedIn
• Case Study Buddy
• Mutiny
• CartHook

Transcript

SPEAKERS

Joel Klettke, Christian Klepp

Christian Klepp 00:03

Welcome to B2B Marketers on a Mission, a podcast for changemakers where we question the conventional, debunk marketing myths, provide actionable tips, think differently, disrupt industries, and take your marketing to a new level, from improving your campaigns to making you a better marketer. These are the inspirational stories that will help us change the way we think and approach B2B marketing, one conversation at a time. This podcast is brought to you by EINBLICK Consulting, helping you to stand out in the market and drive revenue to your B2B business. And now your host, Christian Klepp.

Christian Klepp 00:44

Okay, welcome, everyone to this episode of B2B Marketers on a Mission. This is the show where we help you to question the conventional, think differently, disrupt your industry and take your marketing to new heights. This is your host Christian Klepp. And today I am joined by someone on a mission now bear with me everyone, this is a handful, on a mission to help B2B companies to create and scale case studies and video testimonials to close more deals more quickly across more channels. So coming to us from Calgary, Canada, Mr. Joel Klettke. Welcome to the show.

Joel Klettke 01:17

Thank you so much. I love I love the Klettke. Cuz that’s how I know I’m talking to a German you... there’s no ke at the end of that. It’s so excited to dig into this. Yeah.

Christian Klepp 01:27

Great to be connected, Joel and, you know, it doesn’t really slide off the tongue. Like I usually say Calgary, Alberta, but like, you know, for the benefit of the rest of the audience is Calgary, Canada, but it’s great to be connected. Looking forward to this conversation because man, is this such a pertinent topic in the world of B2B marketing. And I’m sure you’ll agree, right?

Joel Klettke 01:49

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