How to PROVE the Value of your B2B Product or Service

by Karen

Today B2B buyers trust vendors less and less. They look for third party endorsements to validate and prove vendor marketing statements. Case studies are ideal sources of 3rd party proof.

Buyers rely heavily on “strangers with similar experience” to help them make their buying decision. This “similar experience” is what a case study showcases like nothing else can.

For example:

Let’s say you’re a manufacturer and you need a new clarifier to help remove solids from your industrial wastewater. You’ve been searching online and have narrowed it down to three companies.

Of the three companies/vendors, Amalgamated Wastewater Equipment is the only one with case studies on their website.

You read in a case study about another manufacturer that faced the same problem.

You read how and why they chose Amalgamated. Why they chose a new inclined plate model instead of another circular clarifier. The steps Amalgamated took in evaluating the facility and determining how to quickly remove the old equipment and install the new with minimal “down” time. All the help Amalgamated gave to the other manufacturer’s staff – how easy they made it.

And you read lots of details about the whole process including measurable results that show the improvement in effluent quality.

After reading that case study – and others on Amalgamated’s website – who are you most likely to call? Which of the three possible vendors has done the most to reduce your risk and ease your stress?

Amalgamated is the winner. And it’s because of their quality case studies.

And speaking of quality . . . there are many elements that combine for a “quality” case study. Three points I want to emphasize briefly are:

1. Customer positioned in a positive light

In the example above, the manufacturer who bought the Amalgamated clarifier is the one written about in a positive way. Always make the customer who bought your product and who agreed to be featured in a case study look really good.

2. Tell a great story

The story is what sets a case study apart from other forms of marketing. A well-written case study story is compelling, engaging and more likely to move your prospect one step closer to the buying decision.

3. Share details and measurable results

Details and measurable results add interest. Make the story more relevant. Answer prospect questions. Add credibility. They show concrete specifics in action as opposed to empty promises the other clarifier vendors have because they don’t use case studies.

Again, there are more than those three elements that combine to make a quality B2B case study.

But the main point I want to make today is how case studies are essential third party proof that your company delivers what it promises. They help you convert more prospects into buyers. Are B2B case studies part of your lead generation marketing?

Related posts:

Tell a good story in your B2B case study

Case studies part of a well-integrated marketing campaign

5 Flaws of B2B Marketing


Photo credit: “Picstever” via

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