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Case Study – Die Überzeugungskraft zufriedener Kunden

In: B2B Digital Marketing Playbook

Author

Listed:
  • Christina Heinickel

    (Kaltwasser Kommunikation)

  • Nadine Lumme

    (scienceindustries)

Abstract

Zusammenfassung Case Studies sind laut Content Preferences Survey Report 2023 ein überaus wirksames Marketinginstrument im B2B-Marketing (Demand Gen Report, 2023) und unabhängig von Unternehmensgröße oder Branche einsetzbar. So betonten die Befragten der Studie gerade im mittleren Abschnitt ihrer Kundenreise durch glaubwürdige Quellen wie Case Studies oder Analystenberichte eine unabhängige Perspektive auf die zu bewertenden Produkte erlangen zu wollen. Der Personal– und Zeitaufwand für die Erstellung von Case Studies ist dabei überschaubar, der Effekt jedoch immens, denn Case Studies lassen sich an vielen Punkten in der Customer Journey wunderbar einsetzen. In diesem Kapitel erfährst du, was Case Studies sind, wie du sie aufbaust und so formulierst, dass du mit ihnen zielgerichtet Leads gewinnst.

Suggested Citation

  • Christina Heinickel & Nadine Lumme, 2025. "Case Study – Die Überzeugungskraft zufriedener Kunden," Springer Books, in: Carolin Durst (ed.), B2B Digital Marketing Playbook, edition 2, chapter 0, pages 173-195, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-45379-4_9
    DOI: 10.1007/978-3-658-45379-4_9
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