One of the most significant communications lessons I’ve learned working at a business-to-business (B2B) software company is that our customers are a lot more interesting than we are. It’s the truth.

When prospects are in the awareness or consideration phase in their buyer’s journey, there’s usually a point where sales and marketing teams sense their buyer is on the precipice of purchasing. You ...

When I was a faculty member, case studies were one of my favorite tools in the classroom. They invited students to wrestle with real-world problems, practice decision-making and see how abstract ideas ...

Part of the marketing playbook for value-based selling is the use of customer case studies to provide references and proof of value for a product, service, or software solution. This is what customer ...

The NAVIGATE Project case studies were created as part of an NSF-funded project to develop a training program to help female STEM graduate students recognize—and devise strategies for dealing ...

Learn how to use real-world green chemistry and engineering case studies to inspire critical thinking about chemistry, sustainability, and our planet Case studies are a useful tool to help ...