{"id":2746,"date":"2017-12-11T16:16:00","date_gmt":"2023-10-18T16:16:51","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2746"},"modified":"2023-10-18T17:35:46","modified_gmt":"2023-10-18T17:35:46","slug":"market-frm-vendors-case-studies","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/market-frm-vendors-case-studies\/","title":{"rendered":"How To Market Your Firm . . . Through Your Vendor\u2019s Case Studies"},"content":{"rendered":"\n

There\u2019s a certain quid pro quo that comes with marketing departments and case studies. If your customer agrees to be featured and offer some kind of testimonial, it\u2019s usually in recognition of the great service or experience you\u2019ve already provided.<\/p>\n

And if you really recognize the value and power of case studies, it seems only fair to say yes when your firm is being asked to be in another firm\u2019s case study.<\/p>\n

Being the subject of a case study doesn\u2019t just have to be an act of kindness and generosity, however. It can also be a way to build your own brand in a subtle way.<\/p>\n

In the business-to-business (B2B) sector, for instance, everyone is a supplier of some kind, and everyone is also someone else\u2019s customer. That means the potential for case studies exists almost everywhere, because new buyers are so interconnected in certain industries.<\/p>\n

Of course, if you\u2019re willing to let your firm be profiled in a case study, the ultimate objective is to put your vendor in a good light and show why other firms might want to consider their products and services. At the same time, though, the case study might get posted and distributed in a wide range of channels to a considerable audience.<\/p>\n

Those who read the case study may not represent your target market, but they might include people who could pass the case study on to someone who is. That means it\u2019s worth taking the time to make sure the spotlight that\u2019s put on your firm shows only the best of what there is to see. It will then serve to reinforce all the other work you\u2019ll be doing creating and managing your own content assets with the help of Marketing Cloud.<\/a><\/p>\n

Let\u2019s walk through the most common elements of case studies to see how you make sure this happens:<\/p>\n

\u201cThe Customer\u201d<\/h3>\n

The introduction to most cases includes some kind of background details about the nature of the customer\u2019s business, the size of the firm, its locations and so on. Even if the customer in question is well known in an industry, what\u2019s most often put in this section is pure \u201cboilerplate\u201d — the canned description that the company uses in all its marketing materials.<\/p>\n

In fact, when customers are interviewed for a case study they\u2019re not often asked about this area at all. After all, their vendors already know who they are, right? This is an overlooked opportunity, however. Savvy marketers should realize this is an avenue to \u201creintroduce\u201d their firm to the world.<\/p>\n

Think about common perceptions the market may have that need to be corrected, or new advancements that deserve greater awareness. Some examples could include:<\/p>\n