Are Your Case Studies LONG Enough?

For years, we’ve been worried about whether written case studies are too long. Are we boring busy decision-makers with lengthy narrative about our solutions?

Out of this fear, success stories and case studies have settled in the 1-2 page range, with stories about technology solutions most often around two pages.

But it turns out, business-to-business technology buyers LIKE longer stories.

48% Prefer 4-Page Stories
Every year, the Eccolo Media B2B Technology Collateral Survey Report opens the lid on how B2B technology buyers consume marketing content. For 2011, the survey asked about multiple types of marketing content, including case studies.

The survey of more than 500 decision-makers and influencers in B2B technology purchases indicates a trend toward longer stories. Nearly HALF of those surveyed preferred four-page case studies.

Eccolo’s question and responses:

What do you feel is the ideal number of pages for a case study/success story?
a. 1 – 7%
b. 2 – 23%
c. 4 – 48%
d. 6 – 12%
e. More than 6 – 10%

Also interesting, those numbers are up from 2010, when 37 percent preferred cases to be four pages in length.

How to go long
How do you use the extra “real estate” of a four-page case study? Following are some areas that might add value for your audience.

1. The decision/selection process
   What solutions did the buyer consider and why did yours win out? You don’t have to name competitors but buyers like more insight on how others chose you.
2. Implementation experience
   Depending on the technology, implementing in a customer’s environment can take hours or months, or longer. Decision-makers have to know the details. What and who was involved? Was there training? How will the vendor support them through it all, and do it better than others.
3. Ease of use/maintenance
   Technology decision-makers need to know what it takes to use and maintain the product once it’s in place. How easy is it for users to learn? Who’s responsible for maintenance and upgrades, and how often are they required?
4. Integration with other applications or compatibility
   Often, the technology must integrate with existing products or applications in the customer’s environment. With what does it integrate and how easily? Is lots of coding involved or do they fit together readily?
5. Ongoing customer support and service
   Support is a major driver for technology decision-makers. When it matters most, does the vendor come through? How quickly and thoroughly are needs addressed? Also, how long will the technology be relevant in the future and how does the company address upgrades?
6. Results tracked against goals
   What specifically was the customer trying to achieve, and then how well did the solution deliver on those specific goals?
7. Lessons learned
   Buyers report this is one of the most valued areas of a case study. What did the customer learn and what would he/she do differently?
8. Graphics
   Graphics add interest but make sure they’re actually interesting. Include relevant charts, graphs or screen shots.

Be audience-smart
As always, before choosing to go long on your case studies, consider your audience. Technical decision-makers usually prefer longer stories with details such as those above while business decision-makers prefer overviews.

And always include summaries on the first page so skimmers can glean the highlights quickly.