Gartner Research

Tech Go-To-Market: Crafting Case Studies to Win Business

Published: 31 July 2015

ID: G00278915

Analyst(s): Derry Finkeldey

Summary

Buyers value customer case studies, and are willing to engage with providers that deliver compelling stories of customer success. This report is designed to help marketing leaders in emerging technology providers to develop customer stories that will increase their credibility with new buyers.

Table Of Contents
  • Key Challenges

Introduction

  • Targeted, Engaging Case Studies Lead to Sales Interactions
  • Many Case Studies Are a Missed Opportunity to Engage With Prospects
  • Providers Can Do Simple Things to Create Effective Case Studies

Analysis

  • Start With Your Target Audience — Identify the Buying Role and Understand Their Situation
  • Choose a Storyline
  • Uncover Story Elements — Identify the Need You Satisfy as a Business Outcome
  • Build the Story
  • Beware the Gap

Hypothetical Case Study Example

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