Case studies are ideal for showcasing your work and building trust. It is storytelling with a lens on the customer. Remember it’s about them, not you. Showcase everything they are doing, and how you fit in, helping them reach their goals.

Case studies work well in the late Decision/Acquisition stage, when buyers are ready to narrow down their selection between a number of vendors. Potential customers want to understand how you solved pain points experienced by similar companies. These are the essential proof points.

Every tech case study should include these10 questions:

1. The challenges and objectives that led the customer looking for your offering?
2. Who was involved in the buying/selection process?
3. What was most important to the customer when evaluating the various options of your offering?
4. How long did it take to get the solution up and running?
5. Who was involved in the process during implementation?
6. Who is using the product or service?
7. Is there a particular aspect of the product or service that is relied on most by the customer?
8. What are the key ROI and benefits of the solution? Numbers (quantitative) are absolutely needed.
9. How has the solution addressed the customer’s challenges and solved their problems?
10. Ask your customer about their future plans and their vision in using your technology going forward.

Think of your case study as a success story. You know you have a great one when your customer showcases it internally and externally.

Irving Frydman is Chief Branding Officer and Principal of B2B Marketing Insights, a digital marketing consultancy, serving the Information Technology (IT) industry and other sectors. The firm provides services in public relations (PR), content marketing, and social media.