Insights Media explores the power of case studies and customer voice in B2B marketing
The final session in Insights Media's Into 2025 coffee & chat series looks at the role of case studies in showcasing an organisation's value and impact.
Insights Media, a leader in customer and market insights and thought leadership for learning and talent brands, is hosting a session on how case studies and customer voice drive B2B marketing success. The event will be facilitated by Martin Couzins, CEO of Insights Media, and head of content Roisin Woolnough.
The session will explore:
- the power of customer voice in building a strong, credible brand
- how case studies engage prospects and influence buying decisions
- what makes a compelling case study
- practical steps to create impactful case studies that drive results.
“Case studies are one of the most powerful forms of content for B2B buyers, yet many brands struggle to deliver them effectively,” said Martin Couzins. “This session is designed to help businesses unlock the potential of customer stories to stand out in a crowded marketplace.”
Roisin Woolnough, who has crafted hundreds of case studies throughout her career, will share her expertise on bringing customer stories to life. She will provide tips on turning client challenges, solutions, and outcomes into compelling narratives that resonate with buyers.
Research shows that case studies have an important role to play in engaging potential buyers.
- According to the Content Marketing Institute, case studies rank as the second most effective type of content for B2B marketers, just behind videos.
- FT Marketing Services report that case studies are an essential tool for supporting vendor claims, and Grist research highlights that senior executives value customer stories nearly as much as insights from industry experts.
- A 2022 Content Preferences Survey Report revealed that B2B buyers see case studies as the second most important content type during the purchase research process.
Insights Media’s review of case studies across learning vendors reveals areas for improvement:
- many vendors fail to focus on business impact or leverage the customer voice effectively
- case studies often lack quotes from learners (the customer’s customer), which could significantly enhance their impact
- vendors rarely segment case studies by industry or sector, missing an opportunity for targeted communication.
The session is free to attend and will take place on 19 December at 11.00 GMT and you can register here.