For vendors, this is a particular problem. Your prospects are already cautious, and ho-hum case studies do nothing to build the trust you need.

As a former B2B tech reporter, I read hundreds of case studies. Most went straight to the recycle bin or a real bin. But occasionally, one would stand out because it:

• Showed what really happened during implementation (including the problems, yes, really).
• Included real customer insights in their voice.
• Told a story about a problem your customer had, what you did to help them solve it and what it meant for the customer.
• Gave behind-the-scenes details that readers want to know, like the unexpected benefit or how you helped keep staff on board with big changes.

These were the case studies I’d use. I’d get in touch and ask if I could interview the customer and company for my article, or keep them for future round-ups.

A quick example of what I mean about including real customer insights in their own words. Let’s say this was the original:

“When we saw our old system working with the new software, we knew it was going to make a difference to our customer service.”

And then someone wanted it changed to something more ‘fitting’:

“We were highly impressed by the interface that connected these applications.”

The first one sounds like you having a chat with the customer; the second sounds like you’re reading a particularly poor prompted AI version of the quote.

The most valuable part of a case study isn’t always the outcome

Your prospects aren’t just evaluating your technology; they’re also evaluating your company. They’re trying to picture what it’s like to work with you.

It’s like when you ask a friend what washing machine they would recommend. You’d listen to their experiences, why they chose the manufacturer and model they did, and how it’s working for them now.

You wouldn’t expect them to start giving you a rundown of its features and how it uses the latest tech because you want to see whether it’s the right machine for you.

Equally, you’re also researching the manufacturer, even if you don’t realise it. And prospects are the same; they’re looking at your company and are trying to picture what it’s like to work with you.

Which is why all of the above matters, because it helps answer that question. A case study that only talks about “seamless implementation” and “impressive results” doesn’t help your prospect. They know implementations aren’t seamless.

Here are a few questions you can ask your customer to gather the information you need.

• Why did they choose this approach?
• What nearly stopped them?
• What did they underestimate?
• What surprised them?
• What would they do differently?

These questions are also the sort of questions your prospects will be asking themselves.

The case studies that work.

The most effective case studies I’ve seen don’t hide the rough edges. They acknowledge challenges, issues and problems and show how they were solved.

That’s what builds trust. Not perfection, just reality and how you dealt with issues and problems.

If your case studies read more like marketing than stories, your prospects can tell, and they’ll click away. Which is a shame, as your product or service could be just what they need.

How can you make your case study more credible? Give your prospects the customer’s real story.

I’m Sara Edlington, a B2B technology case study writer.

With twenty years in tech journalism behind me (The Times, The Independent, StrategicRISK Europe), now I help B2B technology companies turn customer success into stories that prospects recognise themselves in. If your customers have a story worth telling, either get in touch or find out how I can help you.

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