Overheard my boss say 'we don't need case studies' and I almost walked out

Last month at a budget meeting in our Chicago office, my manager straight up said case studies are a waste of time for B2B. I was sitting right there with our 2024 data showing 45% of leads came from a single customer story. How can you argue with numbers like that? We dropped them for six weeks and saw our demo bookings drop by 30%. Has anyone else had to fight to keep case studies in their strategy?

2 comments

2 Comments

morgan91528d ago

45% is a massive number to just ignore.

averywright28d ago

45% is a massive number" is right, that kind of data is hard to ignore. I read a piece from a B2B marketing guy named Tim Hughes about how stories are the only real way to get past people's spam filters and into their brains. He said our brains literally process stories differently than facts or data. Your boss probably just got burned by a bad case study that didn't show ROI, but the numbers you have speak for themselves.