B2B Marketing Case Study

Overview:
Pollfish is a market research tool for consumer surveys that supplied a roster of major brands with insights that helped them make important business decisions. Although we were a B2B business, we did not have any case studies in our marketing collateral.

Our Problem:
When COVID-19 struck, many of Pollfish’s clients turned to them for rapid data on consumer behavior to determine the next steps for their businesses in a time of uncertainty. I recognized an opportunity to create a case study that could be used to effectively show how timeliness was a key value add to Pollfish’s offering and attract prospective clients who were looking for a tool like ours to quickly solve their problems.

My Approach: Telling the most impactful story

I reached out to some of Pollfish’s biggest clients who had used our tool to gain insights during the pandemic to discover what they learned and how speed played a role in their ability to get the job done. I focused on stories that were able to share tangible results to uncover which stories would be the most impactful.

Bustle Digital Group readily agreed to participate. I developed an interview protocol and arranged time to speak with their insights team to uncover their reason behind using Pollfish, what they expected to achieve, and how our tool was able to help them move quickly in a time of crisis.

I took the lead on developing a story that would highlight Pollfish as an instrumental part of Bustle’s ability to rapidly provide news that met their target audience where they were at. I led copy and communications, starting with a draft that I shared with stakeholders to ensure that information was presented accurately and aligned with their brand standards. I also developed accompanying designs for our site that showed the outcomes of Bustle’s insights through Pollfish’s brand styling.

Throughout the process, I maintained communication with the team at Bustle to ensure approval and transparency in how their data and story would be used for Pollfish’s marketing efforts. 

In only a few short weeks, I published the case study and shared across our networks, with the client, and worked with our marketing team to amplify the power of what our tool could do.

The Outcome:
The Bustle case study on COVID-19 insights highlighted the power of our tool’s ability to gain information rapidly, which promoted a key differentiator of Pollfish’s product offering against competitors. 

The marketing team repurposed the case study for PPC campaigns and sponsored content opportunities, gaining 3.5K+ impressions on LinkedIn within the first week of launch. 

The sales and new business teams were able to use this case study to build credibility in their conversations with new prospects who wanted to see the tangible outcomes of how Pollfish could benefit their own businesses, as well as served as evergreen content in our resource center for future conversations. 

It also inspired 3 additional use-case stories that offered additional perspectives into using Pollfish across different areas of the business.