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According to Forrester, 59% of B2B buyers would rather conduct their research online than interact with a salesperson. That being the case, how do you market to a lead that doesn’t wish to be marketed to?

The answer is to be visible and relevant online – at the right place at the right time and with the right content – so that potential clients can educate and inform themselves until they’re ready to start a conversation.

Case studies are one the most effective ways of educating and informing B2B buyers. Case studies are highly credible because they provide evidence of what your organisation has actually done, not what it might be capable of doing.

What’s the key to producing high-quality, highly effective case studies? Succeed with these ten tips.

1. Know your audience

Before writing up a case study make sure you identify your target audience. Who are the buyers and influencers of your services or intangible products? What do these individuals need and want to know? What’s relevant to their purchase decision and, importantly, what’s not? Identify your audience and then write for them.