Tap-In Marketing - Apr 17, 2020

CASE STUDIES: Why now is a good time to call attention to them

These are not typical times, thanks to Covid-19.

Like everyone else, your clients and prospects are feeling uncertain.

As a result, when it comes to making business decisions, they’re taking longer to make them.

They’re apprehensive.

They’re risk adverse.

That’s why now is a good time to call attention to your case studies.


In uncertain times the key to moving forward is having a sense of reassurance. That’s what case studies provide.

A case study offers proof…proof that a solution your company authored allowed another organization to overcome a similar challenge and achieve success.

A case study boosts confidence…the confidence buyers need to trust that your capabilities and solution will solve their problem.

A case study establishes credibility…the credibility that your company has the expertise, knowledge, skill-set and solution that will allow buyers to achieve success.

A case study creates peace of mind…the peace of mind that could determine whether a buyer chooses to engage with you now or delays moving forward until Covid-19 is in the rear view mirror.


Many surveys and studies have been conducted to investigate the influence case studies can have. The findings are impressive:

  • 78% of B2B buyers view case studies as an important, determining factor in their purchase decision. (DemandGenReport)
  • 71% of B2B buyers in the awareness stage and 77% in the evaluation stage cited testimonials and case studies as the most influential types of content. ( Hawkeye)
  • 90% of buyers who read positive customer success content claimed that it influenced their purchasing decision. (Dimensional Research)

With compelling statistics like this confirming the persuasive power case studies hold, what company wouldn’t want to weaponize their case studies to help conquer the hesitancy caused by Covid-19?


  1. Upload new cases studies to your website. If there are any new case studies that you have fallen behind on producing, complete them and upload them to your website. If you don’t have a designated area on your website for case studies, create one. Remember what the statistics above confirm…prospects who visit your website will want to find case studies to review.
  2. Showcase your cases studies on your home page. Make it easy for visitors to your website to find your case studies. Create a prominent area on your home page so your case studies are front and centre.
  3. Cite case studies in your blog posts. Review your old blog posts and see if there are places you could add reference to an existing case study and link to it. When creating new blog posts, try to link to at least one appropriate case study.
  4. Create a round-up blog post of your latest case studies. Develop a common theme i.e. similar challenge, specific industry, etc. and formulate a blog post that highlights 4-5 case studies, then link to the full versions of each case study.
  5. Create video versions of your case studies. It is estimated that 70% of B2B buyersresearch their potential purchases by watching videos. Make your case study content even more appealing by converting the text versions to video.
  6. Post about your case studies on social media. Create awareness of your case study content by promoting it on your company social media feeds and any groups you belong to. Encourage your employees to re-share the post to their networks and the relevant groups they belong to.
  7. Amplify awareness of your case studies through paid media. If you have a case study that warrants even greater attention consider promoting it further by running a CPC ad on LinkedIn, Google, or other relevant social media channel. In addition, investigate the validity and cost of promoting your case study on industry websites as well.
  8. Include a case study in your eblasts. When you reach out to your database via your e-Newsletter it’s another opportunity to draw attention to your company’s case studies. Include teaser copy and a link to at least one case study every time you send out an email.
  9. Add a case study link to the company email signature. Every one of your employees has a standardized, company signature at the base of their emails. Swap out the company slogan for a call-to-action line and link that encourages recipients to check out your latest case study.
  10. Arm your sales people with case studies. Review all sales collateral. If case studies are not incorporated in webinars, PowerPoints, printed sales kits, etc.–add them. Studies have shown that case studies can boost your deal closing ratio by 70% and your sales by 185%.
  11. Include case studies in speaking engagements. If your company executives participate as speakers at industry events, weave in reference to a case study or two whenever it’s relevant.


No one knows how long the Covid-19 pandemic will continue for. No one knows when it will be business as usual again.

It doesn’t matter.

By making a concerted effort to promote your case studies now, you’ll be ensuring you’re at the top of the short list whether buyers decide to move forward in the midst of the Covid-19 pandemic or prefer to wait until it has past.


Internal resources tied up? Tap-In Marketing can assist you with the writing and promoting of your case studies. Contact Mike Friskney to find out more.



Photo Credit: Cloudtail the Snow Leopard