Case studies are an essential currency in B2B.
Being endorsed by a prominent customer in your target market can put your technology on the map almost overnight.
But, as you don’t write testimonies for everything you buy, business people don’t provide references for every solution they try.
There’s a risk associated with putting your name (or your company’s name) on a new product. Reputations take years to build and can be broken in a moment.
To vouch for a product, there must be real value transacted. Case studies typically need to be worked into the deals.
Convincing businesses to publicly endorse your product is a big part of your uphill battle for credibility. Not only will you need case studies for every vertical you target, they will need to change as you make your way through the Chasm to start selling to the early majority.
It’s important to note that signing a customer like Dropbox will do little to convince a company like Bank of America to try your solution. As pragmatists don’t identify with early adopters, small businesses don’t identify with enterprises (read the Vontu case study).
Companies only identify with businesses they perceive to be of a similar size, market and operating model.
The first company you convince to take a chance on you will be the hardest to find, but with a first endorsement in hand, the second, third and fourth sales will be much easier.
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