My appreciation for case studies is nothing short of gargantuan. They're the "sleeper" of all B2B marketing tactics. That is, they may not seem like much, but for B2B companies that use them wisely, case studies are hugely effective at attracting exceptionally qualified leads -- and at closing sales. In fact, they're arguably the best tool around for giving cautious prospects the confidence they need to move ahead with a purchase. This is especially true for higher priced products and services like app development, cloud computing, and enterprise software solutions. Case studies are like testimonials on PEDs. But totally legit and legal.
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