A 2013 survey of B2B marketers by LinkedIn found that when it comes to lead generation, customer testimonials and case studies are considered the two most effective content marketing tactics.  Why are customer testimonials and case studies so effective?  Because they are content that is valued and trusted by B2B buyers.

How can you write a B2B case study that generates leads?

Here are five elements of an effective case study.

1. A case study is a story.  Case studies that read like a story succeed.  Case studies that are written, for example, as a sales pitch fall flat and fail to attract and engage prospective buyers.

2. Case studies are not a sales pitch.  Inform and educate through the sales pitch, but do not “sell.”  An effective case study will generate new customers and sales.

3. Prospective buyers turn to case studies for concrete examples.  Make it easy for the reader to obtain the information desired.  Bullet points, quotes, and lists are all examples of how you can deliver the highlights.

4. Keep it short and sweet.  A case study should provide the prospective buyer with enough information, but should not go into the minutia.

5. Include these three components: the challenge, the solution, and the results.