Marketers in Charge

How to Write A Marketing Case Study that Generates Leads and Wins Sales

You’re probably no stranger to the formulaic “problem>solution>result” case studies that often include a sentence like “X used Y solution and had a 500% increase in sales.” Okay, that’s an exaggeration, but you get the point.

Still, businesses keep churning out these formulaic case studies because those case studies work. At least most B2B marketers know this. Data from the Content Marketing Institute shows that 69% of B2B marketers use case studies, compared to only 20% of B2C marketers.

For customers, your case studies:

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The 5 P’s of Marketing: What They Are and Why You Should Care

In 1960, Edmund Jerome McCarthy proposed the four Ps of the marketing mix in his book Basic Marketing: A Managerial Approach. His four Ps were price, promotion, product, and place. In 1980, Philip Kotler’s book, The Principles of Marketing expounded on McCarthy’s proposition.

Since then, several marketers have proposed a fifth P. Some have proposed “people” as the fifth P, others have suggested “personalization,” and Kotler himself is rumored to call his fifth P “purpose.” A brave few have even recommended “profit” as the fifth “P.”

I love the original four Ps, and I think “people” is a fitting fifth P. But only because I’m not a misanthrope, so don’t take my word for it. So if you’re still reading this after my indisputable bias, let’s dive in.

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Guest Post Outreach: Networking With Editors Isn’t the Only Way

Most guest post advice recommends building relationships with editors or bloggers (sometimes they’re the same person) before pitching them. No shortcuts.

Send lines like:

“I’ve been a fan of your blog even before you had thoughts of creating it!” (Doesn’t matter they obviously can’t read minds.)

“I’ve been following your blog for the past 10 years.” (Doesn’t matter they’re 10 years old.)

“You may have seen my name in the comments section of your blog.” (Doesn’t matter they left only “great post” as a comment on your blog once in the past year.)

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