Within the realm of B2B marketing, it's stories, not features and benefits that allow brands to create relevant and engaging connections with prospective customers.

Key excerpt...

Here are some key elements of a persuasive case study:

• Headline: Who, What, & Results – 10 to 15 words.
• Visual: Skip the stock photos and opt for images of real people when appropriate. Company logos and screen shots of results/performance information are handy as are any compelling visual elements that complement the story.
• Challenge: Start with the current situation. What is the trouble? Create friction and a sense of urgency that this problem needs to be solved.
• Solution: How does solving this problem create a positive business impact? What role did your brand play in the solution?  Offer justification for the recommendations through the approach and tactics.
• Results: Create points of comparison. Contrast “the trouble” with the solution. Provide KPIs & outcomes. Use raw data points, percentages and general quantifiables as appropriate. Results must be compelling, remarkable, impressive! Align those results with your brand and offer future direction. Include a quote or testimonial from the key person involved with the project. How did this help them and what has this success done for the business?
• Close it: Near or alongside the case study, include a call to action appropriate to the case study. Don’t leave the CTA to your website’s “contact us” link or button in the navigation.
• Media: In the B2B world, a PDF file is expected. Be sure to offer the case study as a web page and in PDF format at a minimum. But don’t overlook posting to services like Slideshare or repurposing for use in articles, reports, webinars or conference presentations.