Summary:

Case studies illustrate how your products/services can benefit potential customers by presenting a narrative about a past successful client project or experience. They can be developed in various formats but marketing studies suggest that investments in video case studies can be leveraged in numerous ways and be more impactful than printed case studies alone (although both offer unique advantages and disadvantages). Interested in creating a case study for your business? Contact TSRM Group to learn more.

Why do case studies matter?

Consider any recent purchase you made. Did you conduct a Google search beforehand to compare options? Did you read online reviews? If so, you are not alone. Research shows that 98% of consumers use the Internet to search for information about local businesses in 2022.

This same process of searching for and vetting products/services holds true for B2B purchases. IT decision-makers want to know about other companies’ experiences to envision how your offerings can fill their needs. That’s where case studies come in. Case studies provide a detailed walkthrough of how products/services have impacted customers and generated desired results. Oftentimes, they 1) give background on the customer(s), 2) outline a typical business challenge or pain point, 3) highlight how a product/service provided a solution, 4) include testimonial quotes from the customers themselves, and 5) show returns on investment and positive business outcomes. 

In short, case studies provide potential customers with concrete examples of how products/services have worked in the past. Therefore, it should come as no surprise that according to Uplift, almost 40% of Software as a Service (SaaS) marketers report that case studies are “very effective” at increasing sales. They ranked marketing case studies as being more effective marketing tools for driving sales than SEO, general website content, social media, blog posts, and other forms of content. 

An emphasis on video content/case studies

Information from case studies are versatile and can be presented as infographics, one-pagers, full reports, blog posts, and more. But if your marketing strategy has not incorporated video content or, more specifically, video case studies, you may want to consider investing in this area. Research shows that 92% of marketers who utilized video marketing in their 2022 strategy reported that video gave them a high return on their investment.

When looking at ROI metrics from the study:

• 96% claimed users better understood their products/services
• 95% reported increases in brand awareness
• 87% said they increased sales

Additionally, the Content Marketing Institute has described the trend towards investing in video content in their 2023 insights report: 83% of enterprise marketers plan to invest in video in 2023, making it the number one area of content marketing investment ahead of owned media assets, paid media, events, and more. 

Examples of an effective case study in two formats

CNI Sales, Inc. is a Pennsylvania-based IT solution provider with extensive experience providing wired and wireless networking support within the higher education sector. After a successful five-year project with Scranton-based Marywood University, CNI Sales asked TSRM to develop a written case study with funding support from HPE Aruba Networking. After an initial consultation, the TSRM team suggested a video case study in addition to a written one. “We knew we had a great story to tell,” said Diana Kirk, CNI Sales Marketing Manager. “We approached Marywood leadership with the idea and they said they would be happy to participate.” In fact, the university’s Vice President of Operations, Wendy Yankelitis, recognized the value it could provide to Marywood as well as CNI and Aruba. “The importance of a fast, secure and dependable network throughout campus is paramount to both students and faculty. This was an opportunity to detail the effort that went into the project over a five-year period and really showcase how technologically advanced we are to both present and future students.”

Two formats, each serving specific purposes

The print/written version of CNI Sales’s case study about the Marywood University project provided a detailed narrative about the challenges Marywood University faced (aging infrastructure and connectivity issues), how the CNI/Aruba team stepped up (with a multi-phase, cost-conscious plan), the results (smooth transition to e-learning and a premier e-sports program), key facts and figures (70-80% reduction in help desk tickets), and a look into the future (continued partnership to stay state-of-the-art). It also features quotations from key members of the Marywood IT staff as well as team members from CNI Sales and HPE Aruba Networking. 

“A more technical audience is going to want to know specifics about which products and solutions were selected, and why,” explained Kirk. “The written case study is designed to provide that. It is also a more traditional format our sales team likes to use in their business development efforts because it’s simple to email to prospects.”

The video format of CNI Sales’ case study tells the same story as the written version, but with the multi-dimensional elements only an audio-visual medium can provide. The combination of professionally shot drone footage of the sprawling Marywood campus with uplifting background music evokes the history and stature of the university. Interviews with numerous members of the Marywood project team discussing the project using their own words in a relaxed conversation style provide credibility and human connection that is typically missing from a written format. The ability to visually showcase the size of the scope of the project – from the new eSports Arena to the outdoor quad areas, sports complex, and dorms – gives credence to the skills and experience of the project team. Although not as detailed as the written case study, the video version brings to life the camaraderie and collaboration of the entire project team, the pride in its successful implementation, and the gratitude of university leadership for a job well done. The combination of compelling imagery, first-person commentary, background music, and stunning graphics creates a more immersive experience for the viewer, lending to its authenticity and credibility.  

Putting the Tools to Work

CNI Sales reps were eager to get these new marketing assets into the hands of prospects as well as current customers. “Our sales team is always excited to get new marketing materials to use in their business development efforts,” explained Kirk. “This particular one, with both the print and video version, has been very impactful since it showcases a large and very successful project within one of our core vertical markets, which is higher ed. We were thrilled with the TSRM team and planned to do more case studies like this in the future.”

Get started on a case study for your organization today

Is your organization interested in adding customer case studies to your marketing arsenal? TSRM Group is here to help with experts who can take the project from idea to completion in roughly 4 – 6 weeks. Schedule a creative consultation today.