real customer. They're benefit-driven documents wrapped in a format that offers a reason to believe."

Case studies, also known as success stories and testimonials, generate ROI just like any other piece of marketing collateral.

A well-written third party endorsement out performs a terse white paper every time. This B2B strategy attracts potential end-users by connecting them to real-life, third-party endorsements.

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.

This may fly in the face of some high-tech marketers who believe white papers − technical documents that speak to the features and benefits of a company's product − are more important than case studies.

Not so, according to Jim Logan, an independent B2B consultant.

"In the spirit of having to choose one over the other, the case study wins," Logan said. "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."

Case studies, also known as success stories and testimonials, generate ROI just like any other piece of marketing collateral.

ut 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.

This may fly in the face of some high-tech marketers who believe white papers − technical documents that speak to the features and benefits of a company's product − are more important than case studies.

Not so, according to Jim Logan, an independent B2B consultant.

"In the spirit of having to choose one over the other, the case study wins," Logan said. "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."

Case studies, also known as success stories and testimonials, generate ROI just like any other piece of marketing collateral.

white papers − technical documents that speak to the features and benefits of a company's product − are more important than case studies.

Not so, according to Jim Logan, an independent B2B consultant.

"In the spirit of having to choose one over the other, the case study wins," Logan said. "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."

Case studies, also known as success stories and testimonials, generate ROI just like any other piece of marketing collateral.

pirit of having to choose one over the other, the case study wins," Logan said. "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."

Case studies, also known as success stories and testimonials, generate ROI just like any other piece of marketing collateral.

real customer. They're benefit-driven documents wrapped in a format that offers a reason to believe."

Case studies, also known as success stories and testimonials, generate ROI just like any other piece of marketing collateral. The payoff is realized through increased profits, industry buzz, happy profiled customers and fodder for web copy and press releases.

"A well-written case study is absolutely the most important piece of collateral in my arsenal," said Charlie Wallace, director of global channel development for NetApp global services. "I tell my peers that if they aren't using their existing customer base to generate more customers they are leaving money on the table."