Do Case Studies Outperform White Papers?
Which is more effective, white papers or case studies? It’s an on-going debate among business marketers.
According to business writer, David Leland also known as “Mr. Case Study“, (no joke, that’s his website address), customer stories are the central piece of marketing collateral in the B2B world.
In an article comparing the two mediums, he states:
“Before a business begins talking about features and benefits they need to get their customers’ attention. People want to learn the specifics of a product or service after they’ve read a case study.”
The article goes on to compare the two business documents with this statement:
Leland’s assessment flies in the face of some high-tech marketers who believe white papers − usually terse technical documents that speak to the features and benefits of a company’s product − are more important than case studies.
Hmm – terse technical documents? No bias there, right?
Any business writer that believes that white papers are terse technical documents doesn’t fully understand what white papers are and how they are being used for both business and technical marketing programs. In fact, the majority of white papers written today are referred to as “hybrid white papers“, a format that presents technical capabilities in terms of the business advantages and benefits they bring to an enterprise.
The article also goes on to quote another business consultant on this issue:
“In the spirit of having to choose one over the other, the case study wins,” said Jim Logan, an independent B2B consultant. “The reason I don’t use white papers early in a sales opportunity is because they provide too many details. Case studies are about benefits enjoyed by a real customer. They’re benefit-driven documents wrapped in a format that offers a reason to believe.”
Oh, those pesky details!
The problem with this statement is that it assumes that details are not important to business decision makers. The truth is that when prospective customers are researching a particular business issue, white papers are usually the first deliverable that are used because of the detailed information it provides.
Secondly, this perspective is counter to the countless numbers of studies that show white papers are the leading source of lead generation marketing. Web marketers such as MarketingSherpa, RainToday, TechTarget, and MPDailyFix all concur that white papers, not case studies, are far more effective in generating sales leads.
While case studies certainly play an important role in business marketing, there is no comparison between the two in terms of the quality and depth of information that white papers contain.
Do you believe that case studies outperform white papers?
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March 7th, 2007 at 11:56 am
I’d add my caveat that I’m referring to B2B complex sales and the lead generation process. Other markets and environments may draw other conclusions.
True. Which is why I wouldn’t use one in lead generation.
Details are very important to business people and decision makers. But you don’t want to impart with that information until a sales opportunity is underway. The purpose of lead generation isn’t to sell.
In a B2B complex sale, the prospect can’t and won’t make a purchase decision without a direct dialogue with a prospective vendor. That means the best result of a lead generation campaign is agreement to meet and engage in a sales opportunity. In this case, all lead generation activities are directed to attracting suspects, converting them to prospects, and compelling them to engage in a sales opportunity. This means you lead with benefits and reason to believe. Product, service, and solution details are not presented – it’s too early.
Regarding the references you cited with reports on white papers outperforming case studies or similar documents in lead generation…I noticed MarketingSherpa’s recent study didn’t compare case studies. I’m not sure why case studies weren’t included, they should have been. Other studies you listed may have included them; I’ll check them out. Of particular interest is how the study defines a lead and whether or not they trace their definition of a lead to revenue. Some studies define any collection of information as a lead…a bad and misleading practice.
Regardless, I offer my opinion from experience. I’ve worked many years in B2B complex sales, selling and leading teams that sell $1M+ telecom and IT solutions face to face around the world. I stand by my position that white papers are wonderful documents with tremendous value in a complex sales environment…their best foot forward isn’t lead generation.
I don’t believe this is a discussion of which is better – a case study or a white paper. I liken that to asking if a hammer is better than a screw driver. Both are appropriate for what they do best. And every toolbox should have both.
This is a good discussion. Thanks for bringing it to your site.
Cheers!
March 7th, 2007 at 12:37 pm
Hi Jim;
I take issue with this statement you made, “I stand by my position that white papers are wonderful documents with tremendous value in a complex sales environment…their best foot forward isn’t lead generation.”
Perhaps some actual research will convince you that white papers are excellent for lead generation:
1. A new study by RainToday revealed that 74 percent of professional services companies ranked white papers as an excellent source of lead generation.
2. A study by MarketingSherpa found that free trials, webinars, white papers, blogs and podcasts topped the list of the most effective lead generation tools used by business technology marketers.
3. In a TechTarget survey of 400 IT decision makers from medium and large organizations, white papers were among the most effective information sources. A large 82 percent indicated they used white papers, yet an even larger 86 percent rated them as effective. Only search engines and software downloads were used more frequently (84 percent each).
4. A new study by ITtoolbox revealed that large companies are significantly more reliant on and influenced by white papers. White papers (70.5% reporting) were overwhelmingly the number one advertising approach to influence IT people, followed at a distance by webcasts (40.4%), email ads (37.3%), sponsorships/microsites (34.3%), banners and rich media (32.4%) and text links (21.3%).
If you want more details, see http://www.writingwhitepapers.com/blog/category/statistics/
I think your experience runs counter to the many thousands that were surveyed for the numerous studies cited above.
Mike
March 7th, 2007 at 1:07 pm
Hi Jim,
Thanks for your input on this issue. I would still have to disagree with your assessment of white papers, though.
I don’t know your exposure to white papers, but the medium has gone through a significant evolution over the past 10 years. At that time white papers were the exclusive domain of the IT organization and the finished product was a lengthly, complex, text-based, and hard-to-read document.
Today’s white papers employ elements that are geared towards “short attention” business executives with features such as Executive Summaries, concept graphics, layout and design, and a size under 10 pages. As a result, these new formats are more effective for lead generation, direct mail, seminar hand outs, and other uses as opposed to their technical predecessors.
No doubt that case studies have their role, but I would take another look at the wide variety of white papers that being used in the business environment today.
Thanks,
Jonthan
March 7th, 2007 at 8:38 pm
I understand white papers and think they’re wonderful documents. I encourage my clients to use them in their sales process. I’ve personally used them in countless sales opportunities, where they’ve proved to be effective at advancing an opportunity. More companies can and likely should use them more often.
I just don’t use them in lead generation.
Once a sale is underway – the decision process is understood, technical biases are surfaced, the competitive landscape is sketched, etc. – I use white papers to trap the competition, seed a discussion or protect a perceived weakness in my solution. White papers are sound and effective tools of B2B complex sales.
The reason I don’t use white papers in lead generation campaigns is they suggest a solution. When I’m selling across product lines to buyers with differing interests I don’t want to introduce a solution until the opportunity matures and I am sure I understand what is being dealt with.
If a document called a white paper is benefit-driven, doesn’t attempt to build a case for a particular solution, and closes with a clear call to action that moves and further qualifies a suspect to become a prospect, compelling them to engage in a sales opportunity…I’m all for using it…whatever it’s called.
As for the cited references in a previous comment – two of the items don’t relate to lead generation and one item refers to a recent study that didn’t include case studies or similar documents. I’m not familiar with the first reference – it would be an interesting study to read.
My opinion is shaped by experience selling millions of dollars of hardware and software solutions to F100 companies and major service providers around the world. If that sits contrary to a study or marketer thinking they’re doing a great job…it won’t be the first time
It reminds me a of a marketing colleague who, with a straight face, once shared in a business review meeting he had just completed the greatest lead generation campaign in the history of the company…he collected over 1000 business cards at a major tradshow, using a Calloway golf club as a giveaway. True story. One man’s lead is another man’s wasted time.
Good discussion. Thanks for hosting it. I realize the forum and appreciate the civility.
March 8th, 2007 at 7:45 am
Jim,
I think we’ll just have to agree to disagree on this one.
Businesses aren’t lending libraries, doling out free education without some return on their investment. Every business I have dealt with in my 22 years in tech industry wants some return on the cost of developing their deliverables in the form of leads or new business opportunites.
Business customers value the insight and education that are part of white papers and know they are being “sold” something, but accept it as part of the business process. Of course that doesn’t mean that you beat the customer over the head with an overly sappy sales pitch either. The art of a good white paper is understanding the balance between education and a disclosing subtle advantages that can be understood as a mild “sales pitch”. If not for that most companies wouldn’t bother with the cost of developing white papers or case studies.
The only thing I would caution you is when you refer to white papers as “terse technical documents”. That reference shows a bias on your part that is based on an old IT model and isn’t in step with whats going on with white paper marketing today. It would be akin to someone stating that all case studies were simply over-glorified “testimonials”. I’m sure if that was the case you’d be peaved as well.
Good chatting with you. I enjoyed the exchange.
Jonathan
March 8th, 2007 at 8:23 am
Actually, I wouldn’t be upset in the least bit. I’m not in the case study business.
I don’t have any “skin in the game” with white papers or case studies. They’re just tools of revenue. I use them both. In fact, I use white papers more than case studies. And I write more white papers than case studies.
This topic started with an “either or question” of which would I use if I could only use one. Business starts with a lead and as such I chose a case study. It’s not ideal, but to me it’s closer to what I’d want in a lead generation campaign.
I really did enjoy the conversation. I hope others did as well. Take Care!