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On November 21st, 2025, Claudia Heim and Stephan Spijkers discuss the significance of case studies and references in B2B sales and marketing. They explore the challenges businesses face in creating effective case studies, the importance of structuring them for SEO, and how to leverage technology to streamline the process. The conversation emphasizes the need for a strategic approach to case studies, highlighting their role in building trust and credibility with potential customers. Claudia shares insights on optimizing case study processes and the barriers that often hinder their creation, while also providing practical strategies for businesses to enhance their case study efforts.

1. Why Case Studies Should Sit at the Heart of B2B Growth
Case studies remain one of the most powerful tools in B2B marketing and sales. They build trust, demonstrate real-world proof, and help potential clients make decisions based on outcomes rather than assumptions.

2. The Numbers Don’t Lie: 75% of Marketers Depend on Them
Most B2B marketers actively use case studies in their strategies—and for a good reason. Yet only a small percentage of completed projects ever become published case studies, revealing a major opportunity for improvement.

3. Why Only 6% of Projects Turn Into Case Studies
Creating a strong case study is time-consuming and requires coordination across teams. As a result, companies often miss the chance to showcase their success stories, even though a structured approach could dramatically change the output.

4. A Powerful Case Study Needs More Than a Story
A clear brand presence, strong visuals, proper SEO optimization, and thoughtful structure are what transform an internal success into a compelling public asset. The details matter—and they directly influence credibility.

5. Technology and Strategy: The New Engine of Case Study Creation
Combining technology with a strategic mindset can streamline the entire case study process. From automated data gathering to AI-assisted writing, modern tools make it easier and faster to produce high-impact case studies.

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The Power of Proof: How Great Reference Cases Drive Buying Decisions

1. Why Case Studies Should Sit at the Heart of B2B GrowthCase studies remain one of the most powerful tools in B2B marketing and sales. They build trust, demonstrate real-world proof, and help potential clients make decisions based on outcomes rather than assumptions.

2. The Numbers Don’t Lie: 75% of Marketers Depend on ThemMost B2B marketers actively use case studies in their strategies—and for a good reason. Yet only a small percentage of completed projects ever become published case studies, revealing a major opportunity for improvement.

3. Why Only 6% of Projects Turn Into Case StudiesCreating a strong case study is time-consuming and requires coordination across teams. As a result, companies often miss the chance to showcase their success stories, even though a structured approach could dramatically change the output.

4. A Powerful Case Study Needs More Than a StoryA clear brand presence, strong visuals, proper SEO optimization, and thoughtful structure are what transform an internal success into a compelling public asset. The details matter—and they directly influence credibility.

5. Technology and Strategy: The New Engine of Case Study CreationCombining technology with a strategic mindset can streamline the entire case study process. From automated data gathering to AI-assisted writing, modern tools make it easier and faster to produce high-impact case studies.

1. Why Case Studies Should Sit at the Heart of B2B Growth
Case studies remain one of the most powerful tools in B2B marketing and sales. They build trust, demonstrate real-world proof, and help potential clients make decisions based on outcomes rather than assumptions.

2. The Numbers Don’t Lie: 75% of Marketers Depend on Them
Most B2B marketers actively use case studies in their strategies—and for a good reason. Yet only a small percentage of completed projects ever become published case studies, revealing a major opportunity for improvement.

3. Why Only 6% of Projects Turn Into Case Studies
Creating a strong case study is time-consuming and requires coordination across teams. As a result, companies often miss the chance to showcase their success stories, even though a structured approach could dramatically change the output.

4. A Powerful Case Study Needs More Than a Story
A clear brand presence, strong visuals, proper SEO optimization, and thoughtful structure are what transform an internal success into a compelling public asset. The details matter—and they directly influence credibility.

5. Technology and Strategy: The New Engine of Case Study Creation
Combining technology with a strategic mindset can streamline the entire case study process. From automated data gathering to AI-assisted writing, modern tools make it easier and faster to produce high-impact case studies.