Fintech is buzzing. There’s a glut of VC funding flowing by means of the trade. A brand new contender arrives each day to vow heaven and earth (or cryptocurrency). However as buzzwords and jargon fly across the sector, content material advertising leaders could also be underusing one of the vital vital advertising package instruments—the case research.
The case for fintech case research
Case research are criminally ignored in fintech, an trade the place merchandise are so advanced that clients and potential patrons wrestle to know what precisely they do.
Whereas many fintech firms ignore case research altogether, others produce studies that add little worth for gross sales representatives, potential patrons, or clients. Because the proprietor of Real, I write solely for B2B fintech firms. And I’m typically stunned to see some trade case research peppered with extra product options than buyer tales. With that in thoughts, listed here are three widespread case research hindrances I’ve seen:
1. The client interview
As a marketer, have you ever ever learn a case research figuring out the shopper had a greater expertise than the completed piece articulates? It’s not a pleasant feeling. Nevertheless, the issue typically lies within the interview—the launchpad from which all nice case research come up.
I get it. It’s tempting to deal with case research like conversations or enterprise growth workouts. I’ve heard case research interviews the place salespeople interrupt the shopper to place their very own spin on occasions and the place interviewers ask questions which can be so protected they lead to uninteresting responses.
Attempt to keep away from this. Helpful interviews for case research are extra like a journalistic Q&A. Meaning getting comfy with:
- Interjecting when individuals go off-topic
- Asking probing follow-ups and fact-checking the place element is scant
- Utilizing open questions with why, the place, what, when, how come, how a lot
Busy executives will thanks for this. They, too, desire a tightly managed name, to allow them to return to doing their core work as quickly as potential.
2. The client quotes
Senior decision-makers have been across the block. Spin and superlatives is not going to hoodwink them into selecting one resolution over one other. As a substitute, they wish to hear what individuals precisely like them must say concerning the product.
Too typically, I’ve seen fintechs drop highly effective buyer quotes as a result of they paint an imperfect image of a buyer’s expertise with their product. That’s a missed alternative. Criticism paired with reward is extra plausible than quotes that recommend a flawless expertise. Learn the opinions of finance and accounting SaaS merchandise on G2 to see what I imply.
So embrace the criticism. No product is ideal. And know-how merchandise, particularly, are recognized for widespread issues, like overpromises by gross sales, sophisticated implementations, or cumbersome software program and app integrations.
Generalities and filler quotes gained’t minimize it both. However detailed quotes will element how a fintech product benefited the shopper by means of the metrics they care about most.
3. The story arc (or lack thereof)
Lastly, some fintech scale-ups overlook that case research shine brightest after they present a relatable narrative about actual individuals fixing actual issues.
Just a few years in the past, a fintech requested me to assist them craft their first-ever case research about their favourite buyer: a giant financial institution. And right here’s the factor. They didn’t wish to identify the financial institution. Actually, they didn’t even wish to interview the shopper or embrace quotes.
That’s an excessive instance. But it surely’s additionally a reminder that focusing solely on the problem-solution-outcome format is, effectively, a bit boring. However tales with a protagonist, a problem, and a catharsis? That’s the place the gold is. So don’t overlook to inform a narrative along with your subsequent case research and maintain these factors in thoughts:
- Say how the shopper tried and failed to unravel the issue earlier than utilizing your product.
- Use story buildings that play up the obstacles, the battle, and the decision.
- Add context with years, places, and the working surroundings.
Robust tales not solely assist fintech salespeople present prospects how their trade friends achieved outcomes, however additionally they make present clients look good. They offer an added increase to buyer retention and satisfaction.
So don’t sleep on utilizing case research to have a good time clients for a heroic effort and selecting your product to make a change.
