What are the best sources of case studies for solution selling?

In my experience, you can rarely go with a 'one-solution-fits-all' approach to solve a case. Marketing, at its core, is primarily about - Creating Value: What problem does your product/service solve and for whom? This can be split as - Identifying the target market (whose problem) Identifying the need (which problem) Building the value proposition (solution to the problem) 2. Communicating Value: How do you communicate to your target? 3. Capturing Value: Where do you place your product/service? How do you price it? In most of your cases, there will be a problem with one of three steps above. You need to figure that out and drill down further until you are able to pin-point the problem. The final step would be your recommendation.

Conduct interviews or surveys to gather detailed feedback on the challenges they faced, the solution implemented, and the results achieved. By showcasing real-world examples from your customer base, you provide valuable social proof and credibility to prospective clients, helping to influence their decision-making process.

One thing I’ve found helpful is Quarterly business reviews with existing clients. This practice acts as a backbone for understanding clients expectations and how well your services are aligned with clients business. Also, it offers you continuous opportunities to cross- sell different products as per clients business. In my professional experience I believe Quarterly Business Reviews helps you to ask customers about their needs and expectations which ensures high level customer satisfaction and engagement. So QBR can be used as a standard practice to ensure “Ask your customer” strategy is being followed on a regular basis to ensure high customer retention.

Researching your competitors can also yield valuable insights and case studies for solution selling. Analyze their marketing materials, website, and customer testimonials to identify success stories and use cases similar to your own.

Your partners, such as resellers, integrators, or technology providers, can be valuable sources of case studies for solution selling. Collaborate with partners who have worked with clients in complementary industries or verticals to develop joint case studies that highlight the combined impact of your solutions. By leveraging the expertise and network of your partners, you can access a broader range of customer success stories and reach new audiences with your solution offerings.

Look beyond your immediate customer base and explore your industry or vertical for potential case study opportunities. Attend industry events, conferences, and networking forums to connect with peers and colleagues who may have relevant success stories to share. Keep abreast of industry publications, blogs, and forums where professionals discuss their experiences with SaaS solutions similar to yours. By tapping into industry-specific knowledge and insights, you can uncover compelling case studies that resonate with your target audience.

If your team uses Solutions Selling or expert appeal, then you should have no shortage of information for case studies. The case studies you create can be used first to help you customer contact to quantify their success with their management team. This is a critical step especially if you solution has a higher unit cost but a lower system cost. Afterwards, you can replace their name with a “a top chemical producer” or what ever field they are in, giving you a way to leverage your successful project without damaging your customer relationship.

At ServiceNow, we have a whole lot of Now-On-Now stories. These are nothing but usecases where ServiceNow has internally used ServiceNow. Our solution selling teams leverage these Now-On-Now stories during pursuit cycles with prospects and customers. We even have Executive Briefing Centres where customers can see live demos of the Now-On-Now stories. Customers and prospects relate to our Now-On-Now stories. In essence, for platform/product companies as well as Service Providers who offer services on these platforms/products , all internal implementation stories are very good sources of customer advocacy.

Work closely with select clients to document their journey with your SaaS solution, from initial challenges to final outcomes. Conduct interviews, gather testimonials, and collect data to quantify the impact of your solution on their business.

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Consider reaching out to industry analysts, thought leaders, and influencers for insights and perspectives on solution selling in the SaaS space. Engage in online communities, forums, and social media groups where professionals share their experiences and exchange best practices.

Start with your company's website and marketing materials – most successful businesses showcase customer wins. Dig into industry-specific publications and association websites; these often feature detailed case studies highlighting solutions similar to yours. Sites like G2 and Capterra are great for aggregated case studies and peer-reviewed insights. Don't neglect the power of vendor websites; for instance, if you leverage Salesforce in your solutions, their website likely has robust case studies demonstrating the platform's value across industries. Word of mouth is also valuable – ask colleagues or network connections about relevant case studies they've found impactful.