Today’s customers rely on research before they are ready to buy. According to Lori Wizdo’s blog for Forrester “today’s buyers might be anywhere from two-thirds to 90% of the way through their journey before they reach out to the vendor.” This puts more pressure on businesses to have good collateral, content and case studies easily available to prospects. This material will speak for your company and product before your salespeople have a chance to. Case studies or customer success stories are a great way to make a good impression and give prospects the practical information they need when considering your solution.
But what makes a good case study?