Your potential client has done their homework. They have created a list of specifications. They have compared several potential cybersecurity solutions (including yours). They visited your website and spoke with a salesperson. They have downloaded your datasheet They have focused their search on your product and that of a rival. Both products appear identical on paper. However, your potential customer is still unsure.
How can you convince them to take the next step? Enter the case study.
What is a case study?
A case study is a written account of how a client used your product to solve a cybersecurity issue. It serves as concrete evidence of your solution’s efficacy.
A case study will help you show future customers the outstanding results that your product or service has helped customers achieve. They are a great approach to draw in additional customers and can make the difference between a missed opportunity and a successful contract.
3 characteristics of a great case study
Case studies that are dull and lack a compelling narrative are weak. They may offer statistics and numbers, but the reader is left in the dark as to what it all means or why it applies to their particular issue. They don’t do much to persuade people, which is sad because they could be effective sales tools that could aid you in closing significant purchases.
Here are three qualities that a top-notch case study needs to have:
- Digestible. A strong case study cuts away the superfluous details, is clear about what it wants to express, and communicates it clearly and concisely.
- Thorough. The case study is all about making bold assertions about how a product assisted someone in achieving a particular outcome, but it also needs to explain how it happened.
- Narrative. Case studies are persuasive stories with a beginning, middle, and finish that are used as sales tactics. They present a dilemma that raises anxiety and calls for a resolution. The actual hero is the customer.
4 steps before writing a cybersecurity case study
To ensure your case study is exceptional, you will need to do some preparation work before you begin writing.
- Select a respected and reputable brand and do your research
- Ask all the right questions to get as much data as possible to build your story
- Identify your audience
- Pinpoint the top three benefits you want to highlight in the case study
5 tips for writing a stellar cybersecurity case study
You have done your homework. Phone calls and meetings with stakeholders are over. You spent hours studying every aspect. All that is left for you to do is write. Here are five quick steps to creating a stellar case study that advocates for your client and amply demonstrates the practical worth of your product or service to solve evolving cybersecurity concerns.
1. Introduce your customer to your audience
An introduction will help set the scene for your case study. Include some background information on your customers, such as their industry, product, company size, and location. The reader should be aware of who they are and what they do, but you don’t need to get into the specifics of their business.
2. Describe the challenge
Every service or product provides a remedy for a cybersecurity problem. Describe the issue that you worked with your client to resolve. Describe the wider effects of the challenge. This sets the stage for the reader to reflect on the issue as they read the remaining case study. This also establishes the expectation that you will provide details the reader may utilize to better comprehend the circumstance.
3. Describe the solution
This is when you start tackling the issue. Give a brief description of your product’s features. Start with a broad perspective, then apply it to the challenge your customer was facing. You may mention the teams or people who used your product and their usage patterns. Create a direct link between the client’s issue and your proposed solution.
4. Demonstrate the results
What sort of outcomes was your client able to get from your product? Describe the solution they came up with and back it up with precise figures. Even though not everything can be quantified in numbers, whenever possible, use statistics to support your claims. This will, at the very least, make it simpler for the CFO of your potential client to justify purchasing your software.
5. Add a testimony
Results and data are fine. A client quote, however, provides a human touch to your case study and serves as an excellent example of social proof. And that increases the plausibility of your findings.
I do hope that the above tips are useful to you. However, if you have any questions, please feel free to contact me or anyone from the amazing Bora team to help you create a stellar cybersecurity case study.