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Companies can face several obstacles while trying to build case studies for the sales and marketing to leverage. Here are some of the top reasons we see getting case studies off the ground:

Client-Related Reasons:

  • Lack of interest or time: Clients may simply not be interested in participating, especially if they’re busy or don’t see the immediate benefit for themselves.
  • Confidentiality concerns: Some clients may have sensitive information or data they’re not comfortable sharing in a case study. Legal may want to intervene if given the opportunity.
  • Fear of negative publicity: Even if successful, clients might worry about potential downsides like attracting unwanted attention or revealing competitors’ strategies.
  • Unclear value proposition: Some clients may not understand the value of a case study to their own business, making them less likely to prioritize participating.

Company-Related Reasons:

  • Lack of resources: Developing a good case study takes time and effort, which companies may not have readily available, especially smaller teams.
  • Internal miscommunication: Lack of clear ownership or communication amongst marketing, sales, and other departments can stall the process.
  • Poor project management: Without a defined timeline, deliverables, and roles, the project can easily drag on or stall altogether.
  • Unskilled case study writer: Crafting a compelling story requires specific skills and expertise, which some companies may lack internally.

Additional Factors:

  • Industry or niche: Certain industries or niche markets may lack relevant case study opportunities due to smaller client bases or specific privacy concerns.
  • Focus on short-term results: Companies focused solely on immediate metrics may not prioritize investing in case studies, which are more focused on long-term brand credibility.

To overcome these challenges, companies can:

  • Highlight the benefits for clients: Clearly explain how participating will benefit their business, such as increased brand awareness, lead generation, or attracting new talent.
  • Simplify the process: Make it easy for clients to participate by offering flexible schedules, pre-written interview questions, and clear timelines.
  • Offer incentives: Show your appreciation for client participation with discounts, bonus services, or other perks.
  • Develop internal expertise: Invest in training or hiring skilled personnel to handle case study creation.
  • Utilize external resources: Partner with companies like Zebrafi who specialize in case study development.

By understanding the challenges and implementing solutions, you can increase your chances of securing valuable case studies that tell their success stories and attract new customers. Read more about what to include in a great case study.


Brent Nauer

Brent serves a critical role in designing and releasing updates to the Zebrafi platform. He writes about complex sales, corporate strategy and technology. He received a bachelor’s degree in economics from Marquette University.

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