After writing hundreds of B2B case studies in my career, I have some insights to share.
One of the most critical elements of the process is the customer interview. It is during the interview process that great case studies are born. No amount of skillful writing can overcome a poorly conducted interview. An experienced interviewer knows how to elicit the quotes that make a case study an effective marketing tool.
In some cases, customers agree to participate in a case study but are hesitant to divulge the kind of insightful information necessary for a strong case study. Through careful questioning and follow ups, a skilled interviewer can guide the customer through the process and extract key data that a less experienced interviewer wouldn’t.
Over the years, I’ve developed a customer case study questionnaire that I use as a guide to facilitate the case study interview. The main goal of my proprietary questions is to facilitate a “conversation” with the customer—not an interrogation. Often, for instance, customers are reluctant to provide hard numbers for such things as ROI or labor savings—key elements of a strong case study. Yet, they often have wonderful anecdotal stories that illustrate these metrics. Once the illustrative story is told, it’s amazing how often the customer is then able to provide helpful numbers.
Interviewing is an art. The skill is in steering the conversation in a direction that serves the marketing purposes of the client while at the same time bringing to light information that provides for a compelling story. If these elements are properly drawn out during the interview, the case study practically writes itself.