Ultimately, if you want a reader to really engage with your case study, they have to identify with your customer. And after seventeen years of writing this format, I’ve realised the questions you ask ...

One of the most significant communications lessons I’ve learned working at a business-to-business (B2B) software company is that our customers are a lot more interesting than we are. It’s the truth.

Opinions expressed by Entrepreneur contributors are their own. While it’s been established that B2B businesses often benefit from content marketing, one type of content leads the way to more ...

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. BY Kathleen Lucente I’ve ...

Are customer use cases just a glossy marketing ploy? No. Done properly, they are the foundation for all the content that follows. Amidst the social noise, case studies still have relevance. Here's why ...

It’s a privileged position, writing a B2B case study. Not only am I entrusted with my client’s own client relationship, but the customer will often take the opportunity of talking to a third party to ...

In an era of social media sound bites and content "snacks," does the customer case study still matter? Absolutely - but there are use case pitfalls to avoid. Eleven of them, by my count. Is there a ...

Marketing and Sales worked hard to find the opportunity and close the deal. The people in Operations knocked themselves out to deliver above expectations. It's been a year or more since the ...

Part of the marketing playbook for value-based selling is the use of customer case studies to provide references and proof of value for a product, service, or software solution. This is what customer ...

One of the services we provide to clients is the crafting of case studies, those glowing 1,200-word essays that shine a spotlight on a customer of the client’s products or services. And it made me ...

When you get right down to it, there are only a few compelling stories that sell products and services. While aspiration, empathy, desire, brand loyalty, price and delivery performance are all ...