When most marketers hear the term “case study,” they typically think of customer stories they’ve put together to show prospects that their solution works.  That’s good, since 88% of B2Bs cite studies as the strongest content-marketing tactics.  In other words, if you’re not using them, you may want to look into it.

Sometimes, though, before you can sell in a specific solution, you have to sell in the idea behind that solution.  Fortunately, case studies aren’t just proof of product, they’re also proof of concept.

Let me give you an example.

During my sports agency days, I was putting together a sponsorship strategy for a Fortune 100 brand.  Their leadership had decided to end a multi-decade partnership in a particular niche sport, their only such investment in sports as a marketing platform.  They needed a more relevant channel to reach modern customers.

We ultimately proposed channeling their spend into one of the Big 5 sports.  They liked our thinking, but the team wanted to be sure the strategy we presented met their top goal:  they wanted to “own” this space.  Not just in their category, but as a brand synonymous with the sport.  Despite our recommendations including sponsorships at the grassroots, pro, and national levels, they weren’t sure how they could accomplish this.

Before we could move forward, we had to convince them that this was realistic.  So, we put together a series of mini case studies of other major brands that “own” particular spaces.  Our client was a non-endemic, meaning a corporate partner that’s not innately tied to the sport.  We therefore steered away from the Nikes and Gatorades of the world to show them that even non-endemics can build up a lot of equity in the minds of sports fans.

These are a couple of the examples we provided.  We used various business verticals and types of sports to make our point.  They’re a little dated, but you’ll get the idea.  And please excuse the, um, industry speak.

Bank of America and Baseball

BofA invests across professional and youth levels, claiming every $1 it spends yields $10 in revenue and $3 in net income.

• MLB league partnership provides national media, IP rights, jewel events, and promotional opportunities throughout the season.
• Deals with multiple MLB franchises and 20+ minor league clubs help it engage audiences in key markets.
• Team licensing arrangements allow it to create compelling branded products like checks and credit cards.
• Digital partnership with MLBAM for the MLBmemorybank video series features great moments in baseball and encourages fans to share favorite memories.
• Support of Little League and youth recreation demonstrates corporate citizenship while driving new bank accounts in local communities.

Allstate and College Football

Allstate seeks to own national platforms that can be activated locally, and its landmark field goal nets have literally integrated the brand into the fabric of the game.

• Sponsorships include the sport’s highest-profile events, including the Allstate Sugar Bowl, the former Bowl Championship Series, and the new College Football Playoff.
• NCAA corporate partnership during the regular-season creates a promotional runway leading up to its post-season jewel investments.
• Allstate donates to schools’ scholarship funds for every field goal kicked into its “Good Hands” nets at 82 stadiums and events, with $3.4M contributed since 2005.
• Allstate AFCA Good Works Team award, a top off-the-field honor, recognizes players who have made a commitment to service.
• Fan engagement includes a Tailgate Tour, season-long sweepstakes, football-themed “Mayhem” ads, and #StreitCredl campaign with ESPN’s Kirk Herbstreit.

ING and Running

Prior to becoming Voya Financial, ING enjoyed strong association with running by supporting professional full and half marathons.

• Ten-year title sponsorship of the NYC Marathon, a World Marathon Major, made it one of the most visible corporate entities in endurance sports.
• NYC event allowed it to physically take over the city, offering a rare window of ownership in the financial capital and a central event for its annual convention.
• Generated millions of dollars for youth running through its events and ING Run For Something Better platform, a school-based program that united all activation.
• Additional entitlement of the Hartford and Miami Marathons created connections to key employee and Hispanic markets, respectively.
• Platform used for high-end B2B client entertainment, B2C financial-literacy activation, and corporate-citizenship efforts.

Mission accomplished.  The light bulb went off, our client contacts became even more excited about their own potential, and we got the green light to get started.  Yay us.

Case studies carry considerable weight for any B2B if done well.  Even studies that have nothing to do with your solution can impact everything from ten-thousand-foot strategy (where to invest) to ground-level tactics (how to roll out that investment), especially if they include measurable results.

Social proof takes multiple forms.  Each has purpose, each has power, and each has its own place in the ole biz-dev toolkit.

Let’s give some thought to how we can expand your prospects’ minds at different stages of the buyer journey.