What makes a good B2B case study?

10 months ago from , Director at Pocketworks

Hi folks

I run a company that makes mobile apps for businesses. I'm thinking of re-writing our rushed case studies, and wondered if anyone knows of current best practices?

Our audience is typically product managers/directors and marketing and operations managers/directors. This is for the website.

  • Should case studies be a short and snappy, visible without much scrolling?
  • How much detail should we go into about the work?
  • Should it be inverted pyramid, or Background - Problem - Work - Solution?




  • Barbara M.Barbara M., 10 months ago

    Keep in mind that businesses often seem to prefer information to be served in more traditional formats, that can be easily shared internally (eg: forwarded to decision makers in the company). So, a standard for B2B case studies seems to be short and snappy case studies that link to additional resources like downloadable pdfs/white papers. OK, the other reason is that you can use this material for your heavy marketing campaigns. I'd be also curious if anyone else has proper data around this.

    In my opinion, the narrative of the page should start with some eye catchy graphics of the final result paired with some good title and subtitle to describe the problem you solved for that client. That already answers three questions in one block: Who’s the client? Why did they come to you? What did you do for them? Micro-copy is the key.

    Then, you can consider having a very brief summary at the top or on the side with the main key points (objectives/results/technology used/etc). In the main content area I’d tell the story in chronological order (bg>problem>work>solution>link to additional resources). Don’t forget a strong CTA to get in touch :) and don't forget to track all this to learn from your users.

    Btw, I’m pretty sure that scrolling is not an issue anymore, if you manage to make whatever is above the fold pleasant and ‘teasing’ enough.

    2 points
    • Tobin Harris, 9 months ago

      Many thanks, that's good food for thought. Especially with the "shareable content" approach.

      0 points
  • Scott ThomasScott Thomas, 10 months ago

    I prefer the couple sort paragraphs each section. I think people skim more often. The

    1. Witty Open Liner that summarized the project.
    2. What this company and problem statement
    3. Feature 1 how we to solve it
    4. Feature 2 how we solve it,
    5. More pics of the app
    6. Result Summary and data stats

    I would add any common questions you receive. If you always get asked about your tech stack, are you 508, what systems have you integrated with. I would add that in , but in brief. You can always link to other pages about your companies abilities.

    0 points
    • Tobin Harris, 9 months ago

      Thanks Scott. I'm tempted to put the summary at the top or in a side bar. But the idea of relating features to how we solved it is good.

      0 points