How often have you read a B2B case story and thought that you’d seen it before, just from another supplier? Same old, same old.
I’ve seen it often. You realize that what you’re reading is another product brochure disguised as a customer case story.
I was recently involved in what could have been a very interesting story, covering the journey traveled by the company and customer. It was a journey describing a strong, long-standing relationship and the use of market-leading technology (sorry about the propaganda), careful attention to detail, and excellent customer service.
But, most interestingly, it also covered how the company solved unexpected challenges that arose during the implementation of the solution. Continue reading
B2B customer case stories follow a fairly simple format of explaining how a product or service solved a specific customer pain. But they don’t necessarily communicate that a company is innovative, or encourage customers to innovate with them. Yet there are good reasons why a repertoire of innovation-focused stories can draw in new customers or stimulate new ideas among existing ones. So why not use them to inspire innovation?
Today’s markets are increasingly demanding evolution, not just adequate performance. And employees are being encouraged to seek out opportunities for incremental or radical innovation. In response, businesses could take the opportunity to highlight case stories about creativity involving their products or services. Continue reading
[CASE STUDY] B2B is rarely considered sexy or even exciting, yet for B2B buyers, great solutions radically improve their day-to-day working environments and hold the potential to make or break their businesses. Why, then, shouldn’t it be possible to create a strong emotional connection with your buyers through B2B marketing and communication? After all, your services or equipment is part and parcel of their professional aspirations, challenges and ultimately their business’s success in the marketplace and beyond.
This case study offers 6 ways to check whether your brand story is off target and 3 takeaways for how to improve your connection to decision makers with emotional branding. Continue reading