One of the things we learned from the SiriusDecisions 2015 Buying Study is that b-to-b buyers want content in different ways than b-to-b organizations are currently offering. Case studies are one example. B-to-b buyers want to use case studies in every stage of the buying cycle – education, solution and selection – but b-to-b organizations primarily offer them in just the initial education phase.
This content disconnect happens because many b-to-b organizations take a fast approach to case studies – they interview new customers (just after the deal closes, without following up later) and use that information to crank out a case study. B-to-b buyers want to know more than just the high-level summaries of the business problem, solution and results. They need use cases and proof points that align to their buying cycle and address their specific knowledge requirements in each phase.
What next steps can you take to improve your case studies?
If you’re looking for more ways to start improve content such as case studies, clients in our Portfolio Marketing advisory service have access to the latest buyer insights research that reveals what content your personas use, when they use it and the impact it has on their buying decision. In addition, the research brief “Designing Buyer-Centric Sales Presentations that Win” introduces the SiriusDecisions Buyer-Centric Sales Presentation Framework and incorporates use cases and proof points among two dozen content components that drive better sales presentations. Take a look at this report to learn what other content components should be presented in each phase of the buying cycle.
Christina McKeon is the Service Director of Portfolio Marketing at SiriusDecisions. She has more than 20 years of experience in product and solution marketing, sales enablement, demand generation and social media. Follow Christina on Twitter at @ChristinaMcKeon.