73% of B2B Marketers Are Publishing Case Studies — Are You One of Them?

By: Courtney Love

​Want to know what keeps supplier presidents and CEOs up at night? The threat of commoditization – the thought that distributors won't be able to tell their products apart from competitors.

The promotional products industry is filled with lookalike products, and as competition gets fiercer and more suppliers enter the market, it’s harder for businesses to compete on product features and benefits alone.

If you're looking to make a statement, storytelling through case studies will help you stand out from the crowd.

A case study is most effective when framed as a "Before and After" story, allowing you to show how a product or service solves a particular problem. Consider the following example:

Distributor A had an issue with Supplier A’s products. Distributor A looked for a solution until they found Supplier B. Distributor A switched suppliers, resulting in happier end-buyers. Because of this, Distributor A stayed with Supplier B.

This type of simple, relatable story resonates with audiences. One of the best ways to distinguish yourself is through action-oriented, testimonial-heavy narratives that end with a clear outcome. Crafting convincing case studies instills trust in the reader, much like reading online user reviews prior to committing to a big purchase. They make a personal connection that helps cut through the noise of a crowded marketplace.

Progress relies on taking others’ opinions into account, so a well-crafted case study is an effective way to gain more credibility. With a world of information available at your fingertips, readers are doing more research than ever before, and if two similar products are otherwise indistinguishable, they'll go with the one with the better story every time. What others think is important to us, even if we don’t know who they are. 

The bottom line: There’s never been a better time to add case studies to your brand portfolio. Distributors often look for that one thing that will help them decide which supplier to go with. Showcasing your brand’s success stories will emphasize why they need to choose you.
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If you want to learn more about how case studies can help you, let us know. We’re here to brainstorm ideas and put your brand front and center.