04/11/2023
Competitive Marketing: Leveraging Customer Insights to Triumph in a Saturated Market
Public testimonials and case studies can be valuable tools for building trust and credibility in the eyes of potential customers. However, they are notoriously challenging to obtain. In this blog post, we’ll explore why public testimonials and case studies are difficult to collect and why gated references, which offer more control and value, might be a better approach. We’ll back up these claims with relevant statistics.
One of the primary reasons why obtaining public testimonials and case studies can be challenging is privacy and confidentiality. Many businesses are hesitant to disclose sensitive information about their operations, strategies, or the results they’ve achieved with a particular product or service. According to a survey by TrustRadius, 51% of B2B technology buyers cited concerns over privacy and confidentiality as a reason for not participating in public case studies.
Businesses often view their successes as a competitive advantage, and they might be reluctant to reveal their strategies or the unique benefits they’ve gained from a product or service. According to Gartner, 76% of buyers believe that the information shared in public case studies is often too general and not specific enough to help them make informed decisions.
Producing high-quality case studies and testimonials takes time, effort, and resources. Not only do you need to gather information, but you also need to create compelling narratives and content. According to a Content Marketing Institute study, 65% of marketers cite a lack of time and resources as their top challenge in content marketing.
Obtaining consistent, high-quality feedback and case study materials from customers can be a major challenge. Not every customer is willing to invest the time required to provide detailed information. In fact, a G2 Crowd report found that only 13% of customers are willing to leave a review without being asked.
Public testimonials may sometimes lack objectivity and detail. Customers may provide biased feedback or focus solely on positive aspects, giving an incomplete picture of their experience. A Gartner study revealed that public references often do not address the specific questions and concerns of potential buyers.
Gated references offer an alternative approach that overcomes many of the challenges associated with public testimonials and case studies. Here’s why they are a better option:
Gated references provide controlled access to case studies and testimonials. This means you can grant potential customers access to specific references and information while keeping sensitive or competitive data confidential.
Gated references enable you to provide potential customers with more detailed and relevant information about the specific challenges your product or service can address. According to a Demand Gen Report, 84% of B2B technology buyers want case studies that are specific to their industry and use case.
By gating references, you can gather more structured and valuable feedback from customers. You can request detailed responses to specific questions, creating a richer source of information to help potential buyers.
Gated references protect your customers’ sensitive data and maintain their confidentiality, alleviating their concerns. This can be especially important in industries with strict data protection regulations.
In conclusion, while public testimonials and case studies can be powerful tools for building trust with potential customers, the challenges associated with collecting them are significant. Gated references offer a more effective and controlled approach to sharing success stories, addressing the concerns of privacy, competitiveness, and the quality of information provided. With statistics supporting the value of specificity and controlled access, businesses can benefit from adopting a more strategic approach to sharing customer references.
