Gartner Research

Tech Go-to-Market: Craft Case Studies to Win Business

Published: 24 February 2017

ID: G00322299

Analyst(s): Derry Finkeldey


Buyers value customer case studies, and engage with providers that deliver compelling and relevant stories of customer success. Technology product marketing leaders in emerging technology providers can use this report to develop customer stories that will increase their credibility with buyers.

Table Of Contents
  • Key Challenges


  • 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


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

Hypothetical Case Study Example

  • Sunburnt Insurance Achieves 10% Year-Over-Year Revenue Growth With OzAgencyPro
    • Growth With the Complete Agency Management System for Small Brokerages From OzAgencyPro

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