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 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 ...

While case studies that highlight the benefits customers have experienced using a product or service provide powerful ways to prove its value to leads, you need to be strategic in your approach to ...