Why case studies are so important for manufacturers
The Power of Case Studies: Driving Understanding and Preference for Advanced Manufacturing
Manufacturing is quite a technical domain, especially advanced manufacturing. While specifications and marketing materials provide some basis for purchase decisions, prospective buyers have trouble connecting the dots. It’s not always easy to demonstrate the value that your products and solutions provide—and not always possible or practical to get early-stage prospects into a virtual or in-person meeting.
The problem that needs to be solved is connecting the theoretical with what happens in real life. Video demonstrations are great for this, but how does a prospect know that what they see on camera is going to keep working as it’s supposed to after purchase, let alone throughout its lifetime?
That’s where case studies come into play. They tell a story, which is crucial, because stories are something we all like and we all understand. Case studies ‘make it real’, illustrating how your product changed the game for an actual business or end user. The compelling narrative they tell showcases your advanced manufacturing expertise, superior design, the benefits of your products and—crucially—the positive real-world outcome for your customers.
By documenting real-world applications of what you manufacture through storytelling, case studies bridge the gap between potential buyers’ uncertainty and proven solutions. Here are a few things that case studies do well:
Showcase real-world success
Technical descriptions can be abstract, but a case study demonstrates how a product performs in actual operational environments. By highlighting one customer’s challenges and the measurable improvements after implementation, you can provide concrete proof of your products’ value.
What was your customer’s need? What did you supply as a solution? Did they like the results and just how successful was the solution? Think about these questions in context of your happiest customers. Chances are high that you have great, compelling stories to tell.
Build credibility, build trust
Anyone can talk a good line, but potential clients want proof that a manufacturer’s claims are valid. A well-documented case study, backed by performance data and customer testimonials, will add credibility to what you say.
Think of the page on your website that features your flagship product. Now imagine that this page contains a small but noticeable section inviting readers to ‘see how ABC Company uses this product to increase throughput’. Clicking through, readers find a page with the photo, name and title of a representative of ABC company, a story detailing the situation that ABC found itself in, your solution, and the results that ABC experienced complete with testimonial quotations. At a glance the reader can see the highlights of the case, as well as supporting statistics. Understandable? Yes. Believable? You bet.
Case studies go a long way towards proving that the solutions works. The next step after reading a case study, quite often, is to get in touch with the company to discuss working together. Because when prospective buyers see others benefiting from your manufactured product, they gain confidence in its effectiveness.
Demonstrate your advantage
Advanced manufacturing often involves custom engineering and complex integration. Case studies illustrate how a project rolled out, start to finish, showcasing problem-solving skills and the ability to adjust in order to meet specific customer needs.
What sets you apart? If your kind of manufacturing is the kind where differentiation is key, case studies can allow you to highlight how that differentiation applies in the real world with your customers. Whether it’s innovative technology, superior efficiency, outstanding customer support or all of the above, it’s all on display.
Support sales & marketing
Case studies don’t just sit on the website. The case studies that Case Study Roundup builds take the form of one-page ‘sell’ sheets, social media posts, PowerPoint slides, and other formats that salespeople can use and marketing teams can integrate into their marketing mix.
Sales processes work in different ways. When a hot lead comes in, salespeople need to provide a proposal or an estimate, which is where a case study can be useful. Sending it along with a snapshot of how your company provided a solution very much like the one the prospect is looking for is powerful. It’s reassuring.
When salespeople are prospecting—shaking to bushes to see if they can stimulate new business—sharing a case study is a powerful way to increase understanding and appreciation for the product or solution. It’s perhaps the best way to begin the process of creating trust, which is an essential element of any sales process.
Next steps
If you’re a manufacturer thinking about your marketing mix, think case studies. They’re a powerful way to make what you do ‘real’, in many formats. If you’d like to see what we’ve done for manufacturers, just say the word. Give us a call—we would be happy to chat.
Want more? Read our piece on How to write a great case study or engage and let’s talk through your goals, budget, and ideal formats. Connect on a no-pressure call to find out if we’re a fit—just use the form below.