The Competitive Advantage
October 16, 2018
This past week, I sat in on a webinar entitled, “How to Engage and Sell Today’s Corporate Research Buyer,” hosted by GreenBook. It was the presentation of data collected by GreenBook, Collaborata and David Harris. In it, a lot of really good information was presented, but one of the recurring themes – directly stated by the buyers themselves – was the value of ‘case studies’ and their role in the buying decision.
Some content – eBooks and checklists, for example – are used to generate interest and awareness… to get prospects into the “top of the funnel.”
Other content – for the middle of the funnel – is used to educate and inform (and showcase your Subject Matter Expertise). Think webinars, blog posts and infographics.
But at the bottom of the funnel – at decision time – your prospective buyer wants proof. Proof that you can do what you say you can do… and that’s where case studies come in to play.Continue Reading