how to create a case study for marketing

How to write a case study — examples, templates, and tools

It’s a marketer’s job to communicate the effectiveness of a product or service to potential and current customers to convince them to buy and keep business moving. One of the best methods for doing this is to share success stories that are relatable to prospects and customers based on their pain points, experiences, and overall needs.

That’s where case studies come in. Case studies are an essential part of a content marketing plan. These in-depth stories of customer experiences are some of the most effective at demonstrating the value of a product or service. Yet many marketers don’t use them, whether because of their regimented formats or the process of customer involvement and approval.

A case study is a powerful tool for showcasing your hard work and the success your customer achieved. But writing a great case study can be difficult if you’ve never done it before or if it’s been a while. This guide will show you how to write an effective case study and provide real-world examples and templates that will keep readers engaged and support your business.

In this article, you’ll learn:

What is a case study?

How to write a case study, case study templates, case study examples, case study tools.

A case study is the detailed story of a customer’s experience with a product or service that demonstrates their success and often includes measurable outcomes. Case studies are used in a range of fields and for various reasons, from business to academic research. They’re especially impactful in marketing as brands work to convince and convert consumers with relatable, real-world stories of actual customer experiences.

The best case studies tell the story of a customer’s success, including the steps they took, the results they achieved, and the support they received from a brand along the way. To write a great case study, you need to:

• Celebrate the customer and make them — not a product or service — the star of the story.
• Craft the story with specific audiences or target segments in mind so that the story of one customer will be viewed as relatable and actionable for another customer.
• Write copy that is easy to read and engaging so that readers will gain the insights and messages intended.
• Follow a standardized format that includes all of the essentials a potential customer would find interesting and useful.
• Support all of the claims for success made in the story with data in the forms of hard numbers and customer statements.

Case studies are a type of review but more in depth, aiming to show — rather than just tell — the positive experiences that customers have with a brand. Notably, 89% of consumers read reviews before deciding to buy, and 79% view case study content as part of their purchasing process. When it comes to B2B sales, 52% of buyers rank case studies as an important part of their evaluation process.

Telling a brand story through the experience of a tried-and-true customer matters. The story is relatable to potential new customers as they imagine themselves in the shoes of the company or individual featured in the case study. Showcasing previous customers can help new ones see themselves engaging with your brand in the ways that are most meaningful to them.

Besides sharing the perspective of another customer, case studies stand out from other content marketing forms because they are based on evidence. Whether pulling from client testimonials or data-driven results, case studies tend to have more impact on new business because the story contains information that is both objective (data) and subjective (customer experience) — and the brand doesn’t sound too self-promotional.

Case studies are unique in that there’s a fairly standardized format for telling a customer’s story. But that doesn’t mean there isn’t room for creativity. It’s all about making sure that teams are clear on the goals for the case study — along with strategies for supporting content and channels — and understanding how the story fits within the framework of the company’s overall marketing goals.

Here are the basic steps to writing a good case study.

1. Identify your goal

Start by defining exactly who your case study will be designed to help. Case studies are about specific instances where a company works with a customer to achieve a goal. Identify which customers are likely to have these goals, as well as other needs the story should cover to appeal to them.

The answer is often found in one of the buyer personas that have been constructed as part of your larger marketing strategy. This can include anything from new leads generated by the marketing team to long-term customers that are being pressed for cross-sell opportunities. In all of these cases, demonstrating value through a relatable customer success story can be part of the solution to conversion.

2. Choose your client or subject

Who you highlight matters. Case studies tie brands together that might otherwise not cross paths. A writer will want to ensure that the highlighted customer aligns with their own company’s brand identity and offerings. Look for a customer with positive name recognition who has had great success with a product or service and is willing to be an advocate.

The client should also match up with the identified target audience. Whichever company or individual is selected should be a reflection of other potential customers who can see themselves in similar circumstances, having the same problems and possible solutions.

Some of the most compelling case studies feature customers who:

• Switch from one product or service to another while naming competitors that missed the mark.
• Experience measurable results that are relatable to others in a specific industry.
• Represent well-known brands and recognizable names that are likely to compel action.
• Advocate for a product or service as a champion and are well-versed in its advantages.

Whoever or whatever customer is selected, marketers must ensure they have the permission of the company involved before getting started. Some brands have strict review and approval procedures for any official marketing or promotional materials that include their name. Acquiring those approvals in advance will prevent any miscommunication or wasted effort if there is an issue with their legal or compliance teams.

3. Conduct research and compile data

Substantiating the claims made in a case study — either by the marketing team or customers themselves — adds validity to the story. To do this, include data and feedback from the client that defines what success looks like. This can be anything from demonstrating return on investment (ROI) to a specific metric the customer was striving to improve. Case studies should prove how an outcome was achieved and show tangible results that indicate to the customer that your solution is the right one.

This step could also include customer interviews. Make sure that the people being interviewed are key stakeholders in the purchase decision or deployment and use of the product or service that is being highlighted. Content writers should work off a set list of questions prepared in advance. It can be helpful to share these with the interviewees beforehand so they have time to consider and craft their responses. One of the best interview tactics to keep in mind is to ask questions where yes and no are not natural answers. This way, your subject will provide more open-ended responses that produce more meaningful content.

Whether pulling from client testimonials or data-driven results, case studies tend to have more impact on new business because the story contains information that is both objective (data) and subjective (customer experience) — and the brand doesn’t sound too self-promotional.

4. Choose the right format

There are a number of different ways to format a case study. Depending on what you hope to achieve, one style will be better than another. However, there are some common elements to include, such as:

• An engaging headline
• A subject and customer introduction
• The unique challenge or challenges the customer faced
• The solution the customer used to solve the problem
• The results achieved
• Data and statistics to back up claims of success
• A strong call to action (CTA) to engage with the vendor

It’s also important to note that while case studies are traditionally written as stories, they don’t have to be in a written format. Some companies choose to get more creative with their case studies and produce multimedia content, depending on their audience and objectives. Case study formats can include traditional print stories, interactive web or social content, data-heavy infographics, professionally shot videos, podcasts, and more.

5. Write your case study

We’ll go into more detail later about how exactly to write a case study, including templates and examples. Generally speaking, though, there are a few things to keep in mind when writing your case study.

• Be clear and concise. Readers want to get to the point of the story quickly and easily, and they’ll be looking to see themselves reflected in the story right from the start.
• Provide a big picture. Always make sure to explain who the client is, their goals, and how they achieved success in a short introduction to engage the reader.
• Construct a clear narrative. Stick to the story from the perspective of the customer and what they needed to solve instead of just listing product features or benefits.
• Leverage graphics. Incorporating infographics, charts, and sidebars can be a more engaging and eye-catching way to share key statistics and data in readable ways.
• Offer the right amount of detail. Most case studies are one or two pages with clear sections that a reader can skim to find the information most important to them.
• Include data to support claims. Show real results — both facts and figures and customer quotes — to demonstrate credibility and prove the solution works.

6. Promote your story

Marketers have a number of options for distribution of a freshly minted case study. Many brands choose to publish case studies on their website and post them on social media. This can help support SEO and organic content strategies while also boosting company credibility and trust as visitors see that other businesses have used the product or service.

Marketers are always looking for quality content they can use for lead generation. Consider offering a case study as gated content behind a form on a landing page or as an offer in an email message. One great way to do this is to summarize the content and tease the full story available for download after the user takes an action.

Sales teams can also leverage case studies, so be sure they are aware that the assets exist once they’re published. Especially when it comes to larger B2B sales, companies often ask for examples of similar customer challenges that have been solved.

Case studies are a vital tool for any marketing team as they enable you to demonstrate the value of your company’s products and services to others.

Now that you’ve learned a bit about case studies and what they should include, you may be wondering how to start creating great customer story content. Here are a couple of templates you can use to structure your case study.

Template 1 — Challenge-solution-result format

• Start with an engaging title. This should be fewer than 70 characters long for SEO best practices. One of the best ways to approach the title is to include the customer’s name and a hint at the challenge they overcame in the end.
• Create an introduction. Lead with an explanation as to who the customer is, the need they had, and the opportunity they found with a specific product or solution. Writers can also suggest the success the customer experienced with the solution they chose.
• Present the challenge. This should be several paragraphs long and explain the problem the customer faced and the issues they were trying to solve. Details should tie into the company’s products and services naturally. This section needs to be the most relatable to the reader so they can picture themselves in a similar situation.
• Share the solution. Explain which product or service offered was the ideal fit for the customer and why. Feel free to delve into their experience setting up, purchasing, and onboarding the solution.
• Explain the results. Demonstrate the impact of the solution they chose by backing up their positive experience with data. Fill in with customer quotes and tangible, measurable results that show the effect of their choice.
• Ask for action. Include a CTA at the end of the case study that invites readers to reach out for more information, try a demo, or learn more — to nurture them further in the marketing pipeline. What you ask of the reader should tie directly into the goals that were established for the case study in the first place.

Template 2 — Data-driven format

• Start with an engaging title. Be sure to include a statistic or data point in the first 70 characters. Again, it’s best to include the customer’s name as part of the title.
• Create an overview. Share the customer’s background and a short version of the challenge they faced. Present the reason a particular product or service was chosen, and feel free to include quotes from the customer about their selection process.
• Present data point 1. Isolate the first metric that the customer used to define success and explain how the product or solution helped to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 2. Isolate the second metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 3. Isolate the final metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Summarize the results. Reiterate the fact that the customer was able to achieve success thanks to a specific product or service. Include quotes and statements that reflect customer satisfaction and suggest they plan to continue using the solution.
• Ask for action. Include a CTA at the end of the case study that asks readers to reach out for more information, try a demo, or learn more — to further nurture them in the marketing pipeline. Again, remember that this is where marketers can look to convert their content into action with the customer.

While templates are helpful, seeing a case study in action can also be a great way to learn. Here are some examples of how Adobe customers have experienced success.

Juniper Networks

One example is the Adobe and Juniper Networks case study , which puts the reader in the customer’s shoes. The beginning of the story quickly orients the reader so that they know exactly who the article is about and what they were trying to achieve. Solutions are outlined in a way that shows Adobe Experience Manager is the best choice and a natural fit for the customer. Along the way, quotes from the client are incorporated to help add validity to the statements. The results in the case study are conveyed with clear evidence of scale and volume using tangible data.

The story of Lenovo’s journey with Adobe is one that spans years of planning, implementation, and rollout. The Lenovo case study does a great job of consolidating all of this into a relatable journey that other enterprise organizations can see themselves taking, despite the project size. This case study also features descriptive headers and compelling visual elements that engage the reader and strengthen the content.

Tata Consulting

When it comes to using data to show customer results, this case study does an excellent job of conveying details and numbers in an easy-to-digest manner. Bullet points at the start break up the content while also helping the reader understand exactly what the case study will be about. Tata Consulting used Adobe to deliver elevated, engaging content experiences for a large telecommunications client of its own — an objective that’s relatable for a lot of companies.

Case studies are a vital tool for any marketing team as they enable you to demonstrate the value of your company’s products and services to others. They help marketers do their job and add credibility to a brand trying to promote its solutions by using the experiences and stories of real customers.

When you’re ready to get started with a case study:

• Think about a few goals you’d like to accomplish with your content.
• Make a list of successful clients that would be strong candidates for a case study.
• Reach out to the client to get their approval and conduct an interview.
• Gather the data to present an engaging and effective customer story.

Adobe can help

There are several Adobe products that can help you craft compelling case studies. Adobe Experience Platform helps you collect data and deliver great customer experiences across every channel. Once you’ve created your case studies, Experience Platform will help you deliver the right information to the right customer at the right time for maximum impact.

To learn more, watch the Adobe Experience Platform story .

Keep in mind that the best case studies are backed by data. That’s where Adobe Real-Time Customer Data Platform and Adobe Analytics come into play. With Real-Time CDP, you can gather the data you need to build a great case study and target specific customers to deliver the content to the right audience at the perfect moment.

Watch the Real-Time CDP overview video to learn more.

Finally, Adobe Analytics turns real-time data into real-time insights. It helps your business collect and synthesize data from multiple platforms to make more informed decisions and create the best case study possible.

Request a demo to learn more about Adobe Analytics.

https://business.adobe.com/blog/perspectives/b2b-ecommerce-10-case-studies-inspire-you

https://business.adobe.com/blog/basics/business-case

https://business.adobe.com/blog/basics/what-is-real-time-analytics

How to Write a Marketing Case Study (With Examples)

Learn exactly what a marketing case study is, how to write one that stands out, and review some examples of existing, successful studies.

As any big brand like MailChimp, Spotify and IMB will tell you, case studies are a huge part of solidifying your brand as thought leaders.

A case study is a win: you share the success of a customer as a result of your company’s actions. At SimpleTexting we call them our Success Stories , but no matter the name, the structure is the same — how company A worked with B to achieve XYZ. 

In this article we’ll cover everything from the basics to real-life examples.What exactly is a marketing case study, what constitutes a good one, and most importantly, how do you build one?

Let’s get started.

What is a Marketing Case Study?

According to Curata , “a case study in the context of marketing is an analysis of a project, campaign or company that identifies a situation, recommended solutions, implementation actions, and identification of those factors that contributed to failure or success.”

Sure, it’s a bit wordy, but at its core marketing case studies share information with prospective customers or clients about how your product offered a solution.

It doesn’t need to be dry reading. It doesn’t even need to be a report (although it can be). The key with a case study is that it should read like a story—only the beginning, middle, and end are all replicable business takeaways.

Case studies are for businesses of all sizes. They can be just as effective for small and medium-sized businesses as they are for enterprise businesses. Here’s why you should be investing time in building case studies.

Why Write a Marketing Case Study?

Before we dive into the instructions, let’s take a second to explore why a business would invest the time and effort into writing a case study. After all, why share your big marketing secrets with the world, what do you get out of the deal?

Simply put, you get the chance to share your story. Case studies, after all, are just stories showcasing your products and methods. They make for pretty spectacular advertising because, to a reader, it doesn’t feel like they’re being marketed to.

92% of customers prefer that media messages sound like a story. By using case studies you’re appealing to the logical, casual consumer who wants to know the “who, what, where, when, and why” that drives them to buy without any of the extra fuss. Case studies are the perfect medium to package it all.

How to Write a Marketing Case Study

As mentioned, every good case study maintains one singular focus: how one company used another to achieve its goal(s). This means most marketing case studies tend to take on an easily understandable problem-solution structure.

Let’s take a look at what you need to create a successful case study.

Components of a Marketing Case Study

Using the ingredients above, assemble them in this order to create a basic marketing case study:

• Write a title : Don’t worry about spoiling the ending. With case studies you want your title to let readers know right away how a campaign ended.  A case study title should include the name of the company or brand being examined, if their campaign went well or poorly for them and a solid metric that demonstrates exactly how well or how poorly they performed. For example: “ SimpleTexting Cut Down Product Onboarding Process by 30% Through Video Instruction. “
• Introduce the subject: Every marketing case study should open with a brief historical overview of the company. What have they struggled with in the past that led to them developing this campaign? Who is their target audience, what do they sell?  Even if your subject is obscure, you want to build a sense of relatability to your readers: so be sure to structure from general to specific. After all, you want readers outside just your industry to take away value.
• Identify your subject’s problems : Avoid leaving your readers feeling underwhelmed by presenting your subject’s problems early on in your case study. What are they trying to build, fix, or change? These problems are what will ultimately establish the subject’s goal, a one or two-sentence overview of the outcomes they’d like to see.
• Spell out your strategies and tactics : The real meat to your case study occurs here. This portion of your study is where you describe what actions you specifically took to try and reach your goals: What did you expect to happen when you tried “X, Y, and Z”?  Your case study can write this all out in paragraph form if you want it to read with some fluidity, or you can simply bullet out your strategies below each goal. Examples of good strategies for a common marketing pain point, such as building a social media following, include: connecting with influencers, developing original creative content, and developing paid advertising parameters.
• Share your results with visuals : At this point, you’ll want to follow up with the preview you set in your title and share with readers how things went. If you saw success, how much and where? If you didn’t were you able to pinpoint where things went wrong? Spare no detail as you write out what worked and what didn’t, and be sure to provide replicable detail (it may be what inspires your reader to become a customer!). Some common metrics commonly found in case studies include: web analytics and traffic, backlinks generated, keyword rankings, shares or other social interactions. Graphics like charts, bolded quotes, and graphs are good opportunities to visually demonstrate your data.
• Wrap it up with a conclusion : Know the difference between reemphasizing and repeating. When writing a conclusion you shouldn’t sound like an echo, repeating exactly what you said in your introduction. Instead, you want to draw emphasis back to your key points and call your readers to action. Let them know what they can do right now to get connected and see this same success (or avoid its failure).  If you’re writing a case study for marketing purposes, this is where you sell yourself and your product.

Marketing Case Study Examples

You’ve certainly heard enough from us to this point. Now it’s time to see what all of these tips and tricks look like in action. `

A plethora of marketing case study examples are out there, each one with a different objective: educational, sales-driven, industry leadership, and more.

To give you a well-rounded picture, we’ll share some of our favorite marketing case studies with you so you can see it all in action for yourself.

1. Surf Live Saving Foundation

The Surf Life Saving Foundation rolled out an innovative new framework for their brand known as the surf lottery. Despite the size of the initiative they were able to break down their process on a share of voice campaign with a great deal of clarity. Why we like this case study : It provides actionable and replicable examples of how their objectives were received.

2. StyleHaul & Asana

Organizational application Asana also finds itself in a competition-heavy environment. They are one of many SaaS productivity programs available. They needed to give their brand more of a voice to edge out against competitors offering near-identical products. The problem that needed solving in this success story is relatable to businesses all around the world, and ASANA’s use of it is a showcase of why they’re leaders in what they do.

Why we like this case study : It’s storytelling at its finest and perfectly demonstrates the subtle advertising concept.

3. Red Sox and CTP

This is a great example of a marketing agency showcasing its history of work with a high-profile client (the Boston Red Sox). It explores their entire body of work on a dynamic landing page. Why we like this case study : It demonstrates what a multi-media approach to a digital case study should strive to be.

4. SimpleTexting & U.S. Hunger

We couldn’t talk the talk without walking the walk. We have a range of varied case studies on our Success Stories page, but one of our absolute favorites is the results from U.S. Hunger.

U.S. Hunger was looking for a way to reach those who need them most – including those without internet access.

Why we like this case study: Not only does it highlight the incredible work of U.S. Hunger, it also shows how much can be accomplished through SMS. It spins a new light on SMS marketing and shows the wider impact of accessible communication. 

Marketing Case Studies are Key to Brand Trust

As a business looking to grow, you need to prove to prospective customers and clients why they should invest in you. Whether it’s a service or a product, case studies are viable ways of showing that what you do works and discussing how you achieved it.

The most impactful case studies aren’t always the ones with big names attached to them. They’re the best stories, the best solutions, and the ones that the most people can relate to.

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Meghan Tocci

Meghan Tocci is a content strategist at SimpleTexting. When she’s not writing about SaaS, she’s trying to teach her puppy Lou how to code. So far, not so good.

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What Is a Case Study in Marketing and How to Build One (Examples)

A marketing case study allows you to illustrate and explain how you achieved enormous success in a specific situation.

For instance, last year, Jacob McMillen wrote about how Pronto used Crazy Egg to increase leads by 24 percent .

That’s a big number.

It’s not a full case study , but it demonstrates the goal of a marketing case study. You want to shock your audience, then explain exactly how you achieved your results — preferably with proof.

You might have read lots of case studies over the years without realizing your business could benefit from them. Lots of entrepreneurs are put off by the hard work and long hours required to build a marketing case study.

However, think about how many leads you might convert by proving your track record, establishing trust, and attracting traffic through SEO .

Let’s look at how marketing case studies can impact your business, discuss how to write one, and check out a few examples.

What Is a Case Study in Marketing?

A case study in marketing is a document or web page that includes several basic parts:

• Description of the subject : Explain your customer’s or client’s history and pain points.
• Subject’s goal : Identify your customer’s or client’s goal for the project so readers understand what to expect.
• Hypothesis for strategy : Tell your audience what you expected to happen after you implemented your strategy for the customer or client.
• Implementation of strategy : Take the reader through the step-by-step process you used to help your customer or client.
• Results of strategy : Deliver the results in as much detail as possible, preferably with a quote from the client or customer.
• Concluding findings : Explain what this case study has taught your specifically and how it can help other people.

You don’t have to include every category, but the more detail you add, the more effective your marketing case study becomes.

Most of the time, you’re conducting a case study for your own business. You want to show the world how your product or service has helped a customer in a huge way.

For that reason, it helps to know you’ll perform a case study from the beginning. In other words, try not to reverse-engineer a case study from a great result. Instead, track your arrangement with your customer throughout the process.

The Importance of Creating Case Studies to Convert Leads into Customers

Think of a marketing case study as a lure. It’s a way to dangle amazing results in front of your leads so they’ll decide to convert .

Imagine that you’re a customer who’s trying to decide between two businesses, each of which offers time management software. One company has a marketing case study that illustrates how it helped a customer save four hours per week. The other company has no case study.

Which company would you trust most?

You can use that consumer logic to inform your business decisions. Thinking like a customer can help you achieve new insights into marketing.

Creating a marketing case study gives you an edge that your competitors might have. It can also help your leads make more informed decisions.

Too many businesses copy their competitors or other businesses. Instead, you should spend time being more creative and innovative. Below is a video by Neil Patel that illustrates why you need to quit copying digital marketing strategies.

If you’re bold enough to be different, you can convert more leads. A marketing case study gives you that opportunity because nobody else can duplicate it.

Why is it so important to build trust?

Anybody can throw testimonials on their site by Ron R. and Jennifer K. Anyone can also make them up.

Trust is tenuous in the digital marketing world. If you can’t create it, you likely won’t convert leads into customers.

Think about all the companies that have experienced data hacks. Their stocks plummeted, consumer sentiment turned ugly, and profits dwindled. That’s because consumers lost trust.

Similarly, any company can make bold claims about its products or services. Consumers have become numb to superlative-littered copy and hyped-up videos. They want to see evidence.

If you can prove that your product or service delivers powerful results, you’ll gain your leads’ trust.

Marketing case studies show how you tackled a problem and overcame it on behalf of your customer or client. It’s that simple. The more detail you give, the more authority you create for your company — and the more your leads will trust your expertise.

4 Case Study Examples

Before we tell you how to build a case study, let’s look at a few examples to get you warmed up. Each of these marketing case studies illustrates the power behind the medium.

They’ll also show you how different case studies can look depending on design, detail, results, and goals.

The Shopify case study by HubSpot demonstrates how a narrative can be woven from a company’s journey. When Loren Padelford became head of sales, he immediately identified weak spots in Shopify’s sales cycle, so he decided to adopt HubSpot.

This case study highlights the ways in which Shopify used HubSpot’s email plugin to save time and improve communication flow. There’s a quote from Padelford in the case study, which can add even more impact in terms of building trust among leads.

Here, we have a fairly vague result. The company — specifically Padelford — claims to have achieved great success with HubSpot’s tools, but there aren’t any concrete numbers to back that up.

There’s nothing wrong with this approach, though, as long as your customer or client can offer a raving quote.

Ecommerce marketing case studies can become extremely valuable. In this case, Bit.ly used a more traditional template for a marketing case study. The PDF document includes several sections that take you through the process of how Vissla improved its omnichannel marketing with Bit.ly.

The results were that Vissla was able to visualize and centralize data in one place. They gained greater control over their social media marketing, which resulted in faster and better improvements in the content they shared.

There’s also a quote from Vissla’s media marketing manager, Keegan Fong: “Bitly Campaigns offers us a whole new way to look at our marketing channels. By giving us an easy-to-use dashboard that instantly displays the results of our multichannel promotions, we can see what kinds of content work on what channel, which channels we should be investing in the most, and what we need to do to optimize our content.” [ For Social: @vissla ]

3. Viperchill

There’s a great marketing case study from Viperchill that you’ll want to check out. It’s a quick, fun read that explains how the author created a squeeze page that generated more than 700 leads and results in a conversion rate of 64 percent.

Notice that he used hard numbers. Sometimes, it’s impossible to boil results down to a figure or percentage, but if you can, do so. People comprehend real numbers faster than lengthy text explanations.

4. MarketingSherpa

This MarketingSherpa case study is super detailed and describes the process by which MarketingSherpa helped a natural foods company boost revenue by 18 percent with a site redesign. You see the entire project from start to finish.

You’ll notice that there are lots of visuals. Since this marketing case study focused on design, visuals were imperative. Let your business and its niche guide the way in which you construct your case study.

How to Create a Case Study Marketing Strategy That Converts

Now that you’ve looked through a few case studies, how do you create a marketing case study of your own?

It starts with a case study marketing strategy that’s designed to convert leads. You don’t want to choose just any project. It should be geared toward other businesses or customers who might benefit from your business.

Let’s take it step by step.

1. Choose a success story that is closely related to your potential customer

You might notice that many companies publish numerous marketing case studies. There’s a reason for that.

Each case study targets a different segment of the company’s target audience. Let’s say that you sell shoes, purses, and hats. A case study about shoes won’t interest someone who’s shopping for hats.

You can either choose a project that has already concluded or one that is starting or underway. It’s always best to start at the beginning, but if you’re anxious, you can take the reverse-engineering route.

Decide which segment of your target audience you want to appeal to first. Next, select a case study subject closely related to that segment. You want your marketing case study to resonate with the leads you most want to convert.

2. Identify the key points of the case study and use storytelling

Decide what parts of the case study you want to highlight. These details will likely appear in the marketing case study’s headline as well as throughout the rest of the text.

For instance, if you helped a customer boost revenue by 200 percent, that’s a highly relevant detail. You’ll want to spotlight it in the headline and several times in the content so you keep it fresh in readers’ minds.

You might have several key points. Think about the struggles your customer was facing before you stepped in, how you approached the solution, and why alternatives weren’t working. When you can provide numbers, do so.

Once you’ve identified those key points, start weaving them into a narrative. Make it exciting! Add sensory details, frustration points, and colorful anecdotes.

A marketing case study shouldn’t sound dry. It needs to engage the reader so he or she keeps going until the end.

If possible, intersperse the copy with images. Make them relevant and easy to see on the screen. Let the images help supplement the story you’ve woven.

3. Highlight the great results

As mentioned above, results are paramount. If you can express them in numeric form, so much the better.

Consider creating a custom graphic to serve as the featured image on your post. That way, people can share the image on social. Add the amazing result to the text on the image to entice people to click.

The point here is to capture attention. If people are willing to pay attention to you, then you’ve won the first part of the battle. As long as you maintain that attention, you have a good chance of converting the lead.

4. Explore different types of design

Design can prove fundamental to a marketing case study’s success. If you’re publishing it as a blog post, break it up with H2s, H3s, and H4s to guide the reader through the story. Add images and leading lines to keep the visitor engaged.

Remember that color matters. Consider using colors for text and images that correlate with your customers’ color scheme or with your own site’s palette.

5. Ask for feedback! What does your potential customer want to learn?

Don’t let the conversation stop at the end of your marketing case study. Open up the forum for more insights.

Invite readers to ask you direct questions about your business, products, services, or methods. Not only that, but respond to those comments. Take each one as a gift.

These comments might tell you what type of case study you should create next or allow you to cement a conversion by answering objections or questions.

Marketing case studies can improve your conversion rate , but you have to put in the time and effort. Yes, a polished case study requires work, but if you can secure sales from its publication, why wouldn’t you give it your full attention?

Remember that trust matters when it comes to converting leads into customers . If you don’t have trust, you’ll lose your leads to your competitors.

A great marketing case study demonstrates your track record. It builds a case for leads to use your products or services over someone else’s.

What are you waiting for? Start creating your first marketing case study now.

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Case Study Blueprint: How-to guide to create 8 kinds of marketing case studies

This article was originally published in the MarketingSherpa email newsletter .

I was recently asked for a case study blueprint. I can understand why. MarketingSherpa has published a LOT of case studies. Right now you can browse 1,681 free marketing and business case studies from MarketingSherpa.

But the case studies I write for MarketingSherpa are just one type of case study. Before working here, I wrote case studies for software companies to use in their marketing. Those were self-promotional with the main goal of selling the product, very different than MarketingSherpa’s editorial case studies that aim to help you do your job better.

Since I’m constantly on the hunt for case studies to publish on MarketingSherpa, and constantly pitched by PR reps and marketers, I’ve learned how the term case study can be interpreted very differently. I’ve been pitched everything from a three-sentence “case study” that included results of “we did great and the client was pleased!” to a 30-slide PDF that included several screenshots of analytics.

In this article, I’ll share tips to help you create several different types of marketing case studies. But first, a quick look at what marketing case studies are and why we should use them.

From academic study to marketing proof point

I can’t say for sure the origin of the term case study, but I believe it stems from academia. Medical schools taught case studies of patients so med students could understand how to behave in certain situations. Harvard Business School is well-known for taking a case study approach to education, where the professor lays out a scenario and students discuss and debate what choices should have been made in that situation along with what actually did occur. And according to the Wikipedia entry for case study (lazy research I know), “as early as 1870 at Harvard Law School, Christopher Langdell departed from the traditional lecture-and-notes approach to teaching contract law and began using cases pled before courts as the basis for class discussions.”

Regardless of its origin, when we discuss case studies in a marketing context, we are talking about a different beast entirely. We are not trying to foster lively debate amongst our customers. We want to show a specific case where a customer was successful with our products or services.

Social proof for pack animals

Humans are pack animals. Whether we like it or not, we are heavily influenced by our fellow humans (admit it, how many times in the past month have you decided to wear or forego a mask based on what those around you were doing instead of your own coldly logical and analytical assessment of the risk inherent in the situation?)

For this reason, when a customer reads (and believes) that another person or group of people they identify with found success with a product, they believe they can find similar success.

In addition, marketing is filled with puffery. You can pull up the homepages of three competitors’ products and discover that they all claim to be the leading solution in their industry (and are, of course, scalable and reliable as well).

Case studies give brands the opportunity to not just tell potential customers how wonderful your products or services are, but actually show them.

Getting a client or customer to use in the case study

You can create anonymous case studies – talk about the type of company or overall industry. In some situations, this may be your only option. You simply do not have clients who are willing to put their name to the information you publicly share. Perhaps the info is too much of a competitive advantage for them. Also, the bigger the company is, the harder it tends to be to get them to agree to public case studies.

However, naming the actual company and individuals involved in the case study brings much more credibility and humanity to the story. It gives potential customers someone to identify with. It also gives them someone to reach out to and get more info about what it is really like to buy from your company. So, this goes without saying, but make sure everything you share in the case study is absolutely accurate.

You can find customer case studies by building a close relationship with the people in your organization who handle sales, implementations, integrations, consulting, professional services and the like. Let them know what you’re looking for. If your company doesn’t tend to have a direct, long-term relationship with the customer (instead of an on-going service relationship perhaps your customers just make a one-time purchase), you can put out a general call through email newsletters, social media, and even advertising channels. Offer an incentive (like a gift card or free products) if they are willing to share their story.

From my experience, a great place to gather customer case studies and stories is at your company’s conference. If you’re looking for a more complex story, make sure you ask beforehand if they are interested in participating in a case study. You can capture the story through an interview in person at your event, perhaps while buying them lunch or dinner. While I used to have a trusty reporter’s notebook and digital audio recorder, now you likely carry a recorder every place you go without thinking about it – your phone.

You can also get some stories by setting up a video interview booth on the expo floor. You may be able to get simple case study videos while also finding interesting stories you can follow up on later. Again, make sure you have their permission before sharing anything publicly.

Another way to get the ball rolling on collecting case studies is by convincing clients to enter awards. Kelly Vizzini, CMO, DataSynapse created a list of the various awards clients might be able to win for outstanding technology and advancements and encouraged them to enter to try to win (from How to Fix Your Marketing Messaging to Nip Common Sales Objections in the Bud ).

Once you have the story lined up, here is a guide to creating a range of different case studies.

Case Study Type #1: Case study in a webinar, in-person presentation or video

This case study is a means to an end. You want to grab attention. Or you want to set up a proof point for why the audience should believe everything you are about to say.

A simple format is usually all you need here, as the focus of the overall content is not on the case study itself:

For example, in 150 Experiments on the Call-to-Action: Six psychological conditions that hinder our results , Flint McGlaughlin, CEO and Managing Director, MECLABS Institute focuses on key takeaways to help marketer improve their results (MECLABS is the parent organization of MarketingSherpa).

When case studies are presented in the video, they are meant only to show examples not to tell the entire story of the case study. So McGlaughlin first presents a simple “From this” “To this.”

Creative Sample #1: Quick case study example from video presentation

And then shows the results.

Creative Sample #2: Results for quick case study presentation in video

Case Study Type #2: Case study interview in a video, podcast, or webinar

Sometimes the entire piece of audio/visual content is about the case study because you are interviewing the customer. An interview is a great way for potential customers to hear from someone they can identify with. Here are some questions that might help your interview (these are obviously very general and you should customize them to your situation):

• What was the challenge/opportunity you were facing?
• How did you find our company?
• Why did you choose our company over other companies?
• What was the situation like before using our product?
• What did our product help you do that you couldn’t do before?
• How did our product help you transform your organization?
• How did our product help you transform your career?
• What advice would you give to other [job title here]?

Ultimately though, a good interview isn’t just – ask a question, get an answer, wait a beat, ask the next question. Always listen closely to what the interviewee is saying to see if you can build on it with your next question, or an entirely new question that dives deeper into the topic.

Remember though, the viewer doesn’t care about your product. And they don’t even care about the person you are interviewing. They care about themselves. So while you want the product to look good, make sure the interview includes transferable principles that help the viewer. That is why they watch.

Transferable principles that help potential customers in a similar industry (especially if you take an industry-based approach to your marketing), but even some transferable principles that apply to a larger audience who may came across the interview as well.

Here’s an example of a case study interview I conducted at a live event – Making Your Customer the Hero: How a construction software company increased revenue 53% by doing the opposite of what feels right .

Case Study Type #3: Narrative case study in a video or TV commercial

You can tell a case study through an interview in a video.

Or, you can go one step further, and essentially make a mini-documentary about the case study. With the right creative talent, this can be an extremely compelling way to share the story.

As a guide, you could follow the five-part dramatic structure typical of movies and other storytelling:

• Exposition – the introduction explaining what the company is, what individuals were involved, their job roles, their goals and objectives, etc.
• Rising action – the steps taken to use your product or service
• Climax – a key reveal/moment that led to a breakthrough for the company
• Falling action – wrapping up the final steps taken to achieve success
• Denouement – key results and details, complete with a cathartic celebration of the achievement, advice for others, and proclamation of where they want to take the partnership next

If you’re looking for a blueprint to tell your story using the above structure, you might want to borrow from some elements of the hero’s journey (also known as the monomyth), a common storytelling template. Here are some elements of the hero’s journey, and how you can use them:

• Call to adventure – The goal the customer is trying to reach or pain point they are trying to overcome
• Supernatural aid – Your product or service
• Threshold guardians – What was stopping the customer from achieving success?
• Mentors and helpers – People from their organization, your organization, or a third-party (like an agency or integrator that helps implement your software)
• Challenges and temptations – What did they have to overcome and how did your product help them overcome it? What greater things can they do but haven’t done yet?
• Revelation – What did they learn that they can share with others in a similar job role?
• Gift of the Goddess – What results did they achieve?

Please note – don’t think of your product as the hero in the hero’s journey. The customer is always the hero. The product is the supernatural aid that helps the hero achieve success.

As John Barth said, “Everyone is necessarily the hero of his own life story. Hamlet could be told from Polonius's point of view and called The Tragedy of Polonius, Lord Chamberlain of Denmark. He didn't think he was a minor character in anything, I daresay.”

If your case study is truly successful, your potential customers see themselves in the protagonist. Your product is a supporting character, the means to an end that helps them achieve that heroism.

This is true even if the case study is limited to a quick testimonial in the overall narrative. When I interviewed Ken Kerry, Co-founder, Script to Screen, about Hoover’s DRTV campaign, he said a good testimonial shows “the entire story told by an individual in context to their experience – that’s when a potential customer can really see what another person has gone through as well [as] be able to relate that experience to their own situation. It’s when there is contextual relevance in a story that the authentic nature of the comment exudes empathy and relatability” (see Quick Case Study #6 in Marketing Strategy: 5 successful (and 1 failed) strategic approaches to everyday marketing challenges ).

Here is an example of a narrative video case study from MECLABS. Note that there are two different videos, each told from a different perspective, to heighten the viewer’s ability to empathize with the protagonist.

Anatomy of a Business Transformation: An executive look at how The Boston Globe drove $3 million in incremental revenue in just one year

Anatomy of a Business Transformation: A practitioner’s perspective about how The Boston Globe’s culture of testing spread to the newsroom for 100% lifts in clickthrough

Case Study Type #4: The written marketing case study early in the funnel

Written case studies on a landing page or in a PDF behind a form are a very popular way to attract customers. Early in the funnel, be careful not to sell the product too hard. Again, keep the focus on customer success and what similar potential customers can learn from that success. This focus on educating potential customers will increase the likelihood they will want to read and share the case study.

Some sections you might want to include:

• Summary (this can be a quick TL;DR box at the top)
• The company
• The market/niche
• The challenge/problem
• Limitations or constraints (i.e. budget, number of team members, channels, current technology used, rules or regulations, etc.)
• Pre-existing conditions – The past state (which will be transformed to the future state by the product)
• The objective – What was the goal? What would be indications of success or failure?
• Strategy – Did your company’s team play a role in formulating that strategy?
• Tactics/solution (and how the product/service helped with those tactics)
• Results (quantitative)
• Impact on the organization (qualitative)
• Key takeaways
• Transferable principles
• Credits – Who should be thanked? Which products/services were used?

When digital marketing agency EWR Digital added case studies to a landing page aimed at local business clients, the conversion rate increased more than 200%. “Case studies are a very powerful form of storytelling because they show instead of tell,” said Matt Bertram, CEO & SEO Strategist, EWR Digital. “If your audience can identify with the main character, the challenge and the objective, you can take them on a journey that engages them both rationally and emotionally” (See Quick Case Study #3 in Maximizing Perceived Value: 3 quick case studies about leveraging storytelling in marketing ).

Case Study Type #5: The marketing case study later in the funnel

Where you are going to use the case study in the customer journey affect how you write it.

As I just mentioned, early in the customer journey the focus should be more on helping potential customers overcome pain points and achieve goals, even if they never use your product. This is an effective way to generate inbound leads.

But later in the funnel – for lead nurturing or perhaps in discussions with sales reps – the case study can be used to address key questions the potential customer may have about your product and overcome common objections. This case study is much more of a direct sales pitch.

The best blueprint for these case studies comes from sitting down with your sales reps and understanding these key customer questions and objections or reading win/loss reports if your organization has a competitive sales office that creates them.

Here’s an example I made up for electric vehicle (EV) fleet software. A case study could be targeted to a specific question, or multiple questions:

• How is electric vehicle fleet management different than traditional vehicle fleet management?
• Does your company install and manage charging infrastructure in addition to supplying the software?
• How does your product compare to [competitor A]?
• Will I get an ROI from your product?
• How hard is it to implement your software?
• How well will your software integrate with my current ecosystem?
• Will your software help me comply with [regulation A]?
• How easy is it to train my team to use this software?
• Can I optimize vehicle maintenance with your software?

Case Study Type #6: The technical case study (common for software companies and other similar industries)

If you work in a particularly technical industry – for example, software – you may want to write separate case studies for the business side and the technical side of the organization.

This can help you overcome what I call the Software is Magic Fallacy.

Some case studies from software (and other technical companies) follow a far-too-simple blueprint:

• Company A had a problem
• They bought our software
• Et voila…everything is wondeful!

It’s never that easy.

Anyone who has worked in the industry knows that many tech projects fail. And even the ones that do succeed require integration, inspiration, and plenty of perspiration from the tech team (with a big helping hand from the services or implementation team at your company, which you can show in the case study).

To get a strong blueprint for technical case studies, sit down with tech sales reps and again, understand the most common objections and questions they are hearing from potential customers. It often makes sense to break these into industry-specific case studies because, for example, the healthcare industry may have very different technical needs, regulations, and systems than the tourism industry.

Even better, go on some actual sales calls. Kelly Harman, Vice President of Marketing, Carousel Industries says every marketing team member should go on a call at least once a quarter, and they should also go on sales call at each phase of the sales cycle: introduction, demonstration, closing, etc. (from Sales-Marketing Alignment: 8 tactics from a marketer who has worn both hats ).

Technical case studies can also take the form of a white paper. Here is a tip when it comes to the title of that white paper. When the topic is so complex that more words are required, successful titles break the information down using colons and subtitles. For example, in the category of CRM, where white papers tend to use case studies and have long titles, 70% of the top 10 white papers used a colon, compared to only 30% of the bottom 10 (from How to Title Your White Papers to Generate More Downloads From Best Prospects ).

Case Study Type #7: Internal case studies

When I worked in the software industry, I didn’t only write case studies to help with marketing. The companies I worked with had globally distributed salesforces numbering in the thousands, and internal case studies were crucial for sales enablement.

An internal case study is necessary because you need to take a very different angle from the external case study. Again, serve your audience. In this case, sales reps. The sales enablement case study shouldn’t be focused on the customer success (they’ll already have that from your external marketing case studies); the focus is on how the sales team closed the deal. In this case, the sales reps are the heroes.

A blueprint for an internal case study could include topics like:

• What messaging about the product resonated with the customer
• How they navigated the customer to find and close the opportunity
• How they navigated your company to find the support they needed to close the deal (an executive visit, a proof of concept from a tech team, etc.)
• How they partnered with other departments or outside companies that are part of your brand’s channel ecosystem
• Specific examples of objections they heard and how they overcame those objections
• The human elements of the story

Don’t overlook that last bullet point. Sales reps are not quota-carrying robots. Bringing humanity and emotion to their job shows that you understand them, empathize with them, and can help tap deep into their motivation.

I once worked with a company that had untraditional quarters, and their third quarter closed on October 31 st . When I wrote the case study on one sale, I included how the sales rep was negotiating calls while taking her kids trick-or-treating. It brought humanity to a story instead of offering just a rote recitation of steps in a sales methodology.

Case Study Type #8: Your PR pitch for the editorial/journalism case study

Today, I get pitched endlessly by PR reps and marketers hoping to see their case study published in MarketingSherpa. And I am thankful for those pitches. That is, after all, how we find the case studies to bring you week after week.

However…

The vast majority of these case studies are never published (at least, not by us) – I have never done a thorough data analysis but I think we have a lower acceptance rate than Harvard’s 4.6%.

Many marketers treat a journalism case study like a marketing case study.

If you are looking for true editorial coverage, your case study must be educational in nature. And it must be helpful and compelling.

“Just like any journalism piece, it's important to tell a story,” said Casey Hibbard, President, Compelling Cases. “I really get into who the organization is and what are some of their issues and challenges” (from Get Trade Press to Carry Case Studies About You & Your Clients: 13 Tips ).

Best advice I can give is to read articles from the publications you are trying to get into, and then tailor your pitches specifically to those publications based on what they write about. Which is why I always include links to previous articles in our queries.

Show, don’t tell.

Also, it’s not about you…it’s about the reader. How can your information help the reader? If the answer is “by buying our product” or even “using our free service” then what you have is an advertisement, not an article.

Ultimately though, there are many, many ways business professionals can spend their time. Why should they invest time in reading your story on MarketingSherpa or in another publication? Why is that more valuable to them than anything else they can be doing with their precious time? The pitches that get chosen for publication are the ones that have a strong answer to this question.

Related resources

Marketing Campaigns: Dig deep to replicate your successes (and learn from your failures) with marketing and sales enablement case studies

Public Relations: The best press release is no press release

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16 Important Ways to Use Case Studies in Your Marketing

Updated: September 08, 2020

Published: July 30, 2020

When you're thinking about investing in a product or service, what's the first thing you do?

Usually, it’s one or both of the following: You'll likely ask your friends whether they've tried the product or service, and if they have, whether they would recommend it. You'll also probably do some online research to see what others are saying about said product or service. Nowadays, 90% of consumers used the internet to find a local business in the last year , and 82% of consumers read online reviews. This shows that the majority of people are looking to peers to make a purchasing decision. Most customers know that a little online research could spare them from a bad experience and poor investment of your budget.

What Is a Marketing Case Study?

A case study is the analysis of a particular instance (or "case") of something to demonstrate quantifiable results as a result of the application of something. In marketing, case studies are used as social proof — to provide buyers with the context to determine whether they're making a good choice.

A marketing case study aims to persuade that a process, product, or service can solve a problem. Why? Because it has done so in the past. By including the quantitative and qualitative outcomes of the study, it appeals to logic while painting a picture of what success looks like for the buyer. Both of which can be powerful motivators and objection removers.

Why Use Case Studies?

In essence, case studies are an invaluable asset when it comes to establishing proof that what you're offering is valuable and of good quality.

According to HubSpot's State of Marketing Report 2020 , 13% of marketers name case studies as one of the primary forms of media used within their content strategy. This makes them the fifth most popular type of content, outshined only by visual content, blogs, and ebooks.

Okay, so you know case studies work. The question is, how  do they work? And how can you squeeze the most value out of them? 

When to Use a Case Study

Here are the ways you can market your case studies to get the most out of them.

As a Marketing or Sales Asset

1. use a case study template to create pdfs for email or downloads . .

Do not underestimate the value of providing social proof at just the right time in order to add value and earn their business. Case studies are extremely effective in the consideration stage of the buyer's journey when they are actively comparing solutions and providers to solve a problem they're experiencing. 

For this reason, case studies in an independent PDF format can be helpful in both marketing and sales. Marketers can use these PDFs as downloads in web content or email campaigns. Sales reps can utilize these assets in demonstrations, in a follow-up, or to overcome objections. 

The easiest way to create PDF case studies is by using a case study template . Doing so can decrease the amount of time you spend creating and designing your case study without sacrificing aesthetics. In addition, you can ensure that all your case studies follow a similar branded format. 

We've created a great case study template (and kit!) that's already locked and loaded for you to use. All you have to do is input your own text and change the fonts and colors to fit your brand. You can download it here .

On Your Website

2. have a dedicated case studies page..

You should have a webpage exclusively for housing your case studies. Whether you call this page "Case Studies, "Success Studies," or "Examples of Our Work," be sure it's easy for visitors to find.

Structure on that page is key: Initial challenges are clear for each case, as well as the goals, process, and results.

Get Inspired:  Google’s Think With Google  is an example of a really well structured case study page. The copy is engaging, as are the goals, approach, and results.

3. Put case studies on your home page.

Give website visitors every chance you can to stumble upon evidence of happy customers. Your home page is the perfect place to do this.

There are a number of ways you can include case studies on your homepage. Here are a few examples:

• Customer quotes/testimonials
• A call-to-action (CTA) to view specific case studies
• A slide-in CTA  that links to a case study
• A CTA leading to your case studies page

Get Inspired: Theresumator.com  incorporates testimonials onto their homepage to strengthen their value proposition.

Bonus Tip: Get personal.

Marketing gurus across the world agree that personalised marketing is the future . You can make your case studies more powerful if you find ways to make them “match” the website visitors that are important to you.

People react to familiarity -- for instance, presenting someone from London with a case study from New York may not resonate as well as if you displayed a case study from the U.K. Or you could choose to tailor case studies by industry or company size to the visitor. At HubSpot, we call this "smart content."

Get Inspired: To help explain smart content, have a look at the example below. Here, we wanted to test whether including testimonials on landing pages influenced conversion rates in the U.K. The landing page on the left is the default landing page shown to visitors from non-U.K. IP addresses. For the landing page on the right, we used smart content to show testimonials to visitors coming from U.K. IP addresses.

4. Implement slide-in CTAs.

Pop-ups have a reputation for being annoying, but there are ways to implement that that won't irk your website visitors. These CTAs don't have to be huge, glaring pop-ups -- instead, relevant but discreet slide-in CTAs can work really well.

For example, why not test out a slide-in CTA on one of your product pages, with a link to a case study that profiles a customer who's seen great results using that product?

Get Inspired:  If you need some help on creating sliders for your website, check out this tutorial on creating slide-in CTAs .

5. Write blog posts about your case studies.

Once you publish a case study, the next logical step would be to write a blog post about it to expose your audience to it. The trick is to write about the case study in a way that identifies with your audience’s needs. So rather than titling your post “Company X: A Case Study," you might write about a specific hurdle, issue, or challenge the company overcame, and then use that company's case study to illustrate how the issues were addressed. It's important not  to center the blog post around your company, product, or service -- instead, the customer’s challenges and how they were overcome should take centre stage.

For example, if we had a case study that showed how one customer generated twice as many leads as a result of our marketing automation tool, our blog post might be something along the lines of: "How to Double Lead Flow With Marketing Automation [Case Study]." The blog post would then comprise of a mix of stats, practical tips, as well as some illustrative examples from our case study.

Get Inspired:   Check out this great example of a blog post from Moz , titled "How to Build Links to Your Blog – A Case Study."

6. Create videos from case studies.

Internet services are improving all the time, and as a result, people are consuming more and more video content. Prospects could be more likely to watch a video than they are to read a lengthy case study. If you have the budget, creating videos of your case studies is a really powerful way to communicate your value proposition.

Get Inspired: Check out one of our many video testimonials for some ideas on how to approach your own videos.

7. Use case studies on relevant landing pages.

Once you complete a case study, you'll have a bank of quotes and results you can pull from. Including quotes on product pages is especially interesting. If website visitors are reading your product pages, they are in a "consideration" mindset, meaning they are actively researching your products, perhaps with an intent to buy. Having customer quotes placed strategically on these pages is a great way to push them over the line and further down the funnel.

These quotes should be measured, results-based snippets, such as, “XX resulted in a 70% increase in blog subscribers in less an 6 months” rather than, “We are proud to be customers of XX, they really look after us."

Get Inspired: I really like the way HR Software company Workday incorporates video and testimonials  into its solutions pages.

Off Your Website

8. post about case studies on social media..

Case studies make for perfect social sharing material. Here are a few examples of how you can leverage them on social:

• Share a link to a case study and tag the customer in the post. The trick here is to post your case studies in a way that attracts the right people to click through, rather than just a generic message like, “New Case Study ->> LINK." Make sure your status communicates clearly the challenge that was overcome or the goal that was achieved. It's also wise to include the main stats associated with the case study; for example, "2x lead flow," "125% increase in X," and so on.
• Update your cover image on Twitter/Facebook showing a happy customer. Our social media cover photo templates should help you with this!
• Add your case study to your list of publications on LinkedIn.
• Share your case studies in relevant LinkedIn Groups.
• Target your new case studies to relevant people on Facebook using dark posts. ( Learn about dark posts here. )

Get Inspired: MaRS Discovery District  posts case studies on Twitter to push people towards a desired action.

9. Use case studies in your email marketing.

Case studies are particularly suited to email marketing when you have an industry-segmentable list. For example, if you have a case study from a client in the insurance industry, emailing your case study to your base of insurance-related contacts can be a really relevant addition to a lead nurturing campaign.

Case studies can also be very effective when used in product-specific lead nurture workflows in reactivating opportunities that have gone cold. They can be useful for re-engaging leads that have gone quiet and who were looking at specific areas of your product that the case study relates to.

Get Inspired: It's important that your lead nurture workflow content includes the appropriate content for where prospects are in the sales cycle. If you need help on how to do this, check out our post on how to map lead nurturing content to each stage in sales cycle .

10. Incorporate case studies into your newsletters.

This idea is as good for your client relations as it is for gaining the attention of your prospects. Customers and clients love feeling as though they're part of a community. It’s human nature. Prospects warm to companies that look after their customers; companies whose customers are happy and proud to be part of something. Also, whether we are willing to admit it or not, people love to show off!

Get Inspired: Newsletters become stale over time. Give your newsletters a new lease of life with our guide on how to create newsletters that don't suck .

11. Equip your sales team with case studies.

Tailored content has become increasingly important to sales reps as they look to provide value on the sales call. It's estimated that consumers go through 70-90% of the buyer's journey before contacting a vendor. This means that the consumer is more knowledgeable than ever before. Sales reps no longer need to spend an entire call talking about the features and benefits. Sales has become more complex, and reps now need to be armed with content that addresses each stage of the buyer’s process. Case studies can be really useful when it comes to showing prospects how successful other people within a similar industry has benefited from your product or service.

Get Inspired: Case studies are just one type of content that helps your sales team sell. They don't always work by themselves, though. Check out our list of content types that help sales close more deals .

12. Sneak a case study into your email signature.

Include a link to a recent case study in your email signature. This is particularly useful for salespeople. Here's what my email signature looks like:

Get Inspired: Did you know that there are lots more ways you can use your email signature to support your marketing? Here are 10 clever suggestions  for how you can do this.

13. Use case studies in training.

Having customer case studies is an invaluable asset to have when onboarding new employees. It aids developing their buy-in, belief in, and understanding of your offering.

Get Inspired: Have you completed our Inbound Certification course  yet? During our classes, we use case studies to show how inbound marketing is applied in real life.

In Lead-Gen Content

14. include case studies in your lead gen efforts..

There are a number of offers you can create based off of your case studies, in the form of ebooks, templates, and more. For example you could put together an ebook titled “A step-by-step guide to reaching 10,000 blog subscribers in 3 months…just like XX did.” You could create a more in-depth version of the case study with access to detailed statistics as an offer. (And don’t forget, you can also u se quotes and statistics from case studies on the landing page promoting the ebook, which adds credibility and could increase your conversion rates.) Or, you could create a template based on your customer's approach to success.

Get Inspired:   If you think you need to be an awesome designer put together beautiful ebooks, think again. Create ebooks easily using these customisable ebook templates .

You can also use case studies to frame webinars that document how to be successful with X. Using case studies in webinars is great middle-of-the-funnel content and can really help move your leads further down the funnel towards becoming sales qualified leads.

Get Inspired: Webinars are really effective as part of a lead nurturing workflow. Make sure your next webinar is spot on by following these simple webinar tips.

15. Create a bank of evergreen presentations.

It’s important to build up a bank of evergreen content that employees across your organisation can use during presentations or demos. Case studies are perfect for this.

Put together a few slides on the highlights of the case study to stir people’s interest, and then make them available to your sales and customer-facing teams. It's helpful if the marketer who created the presentation is the one who presents it to anyone who might use them in the future. This ensures they can explain the presentation clearly and answer any questions that might arise.

Get Inspired: What to create presentations people want to use? Here's a list of tools to make your presentations great.

16. Create SlideShares based on case studies.

Following on from a few short slides, you could also put together a more detailed presentation of the case study and upload it to SlideShare. After all, not only is SlideShare SEO-friendly (because Google indexes each presentation), but there is a huge pre-existing audience on SlideShare of over 60 million users you can tap into. SlideShare presentations are also easy to embed and share, and allow you to capture leads directly from the slides via a lead capture form.

Get Inspired:   Want to generate more leads with SlideShare, but not sure how to get started? Check out this blog post .

Now that you understand the value of a marketing case study and the different ways that they can be used in your content marketing (and even sales) strategy, your next step is to think about what would convince your target audience to do business with you. 

Have you recently accomplished something big for a client? Do you have a process or product with demonstrable results? What do your potential clients hope that you'll do for them? 

The answers to those questions will help you craft compelling content for your case study. Then, all that's left is putting it into your audience's hands in formats they want to consume.

Editor's note: This post was originally published in January 2015 and has been updated for comprehensiveness.

Don't forget to share this post!

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How to Write A Marketing Case Study that Converts Leads into Customers

Want to qualify more leads and book 10X more appointments with AI?

When it comes to content marketing content, case studies can showcase your brand’s unique value propositions and provide concrete evidence of the benefits of your products or services.

But creating effective case studies requires knowing exactly what information your potential customers are looking for and the kinds of questions they’re asking throughout their customer journey.

When done well, case studies can be amazing lead generation tools. They can also be key turning points that push your qualified leads out of the consideration stage and closer toward a purchase decision. 

So if you want to experience the positive impacts of case studies in your inbound marketing strategy, here’s a guide on how to create case studies that convert leads into customers.

What is a Case Study in Marketing?

A case study is a detailed analysis of how your products or services delivered results for past or current customers. Case studies rely on quantifiable evidence to show readers the positive impacts of working with or purchasing from your business.

For B2B or SaaS companies where the impact of a particular solution or service is measured across multiple key performance indicators or over an extended period of time, case studies can be one of the best content types to communicate your businesses’ unique value propositions. 

What are the Benefits of Creating Case Studies?

Unlike your other marketing materials that may be showcasing your brand voice or the key features of your products, case studies are centered on what potential customers most want to see: Real results.

Because of this, content marketing case studies bring benefits to all areas of your inbound marketing strategy. 

1. Builds Trust with your Audience

People are more likely to trust the information that you present to them if they can see that it is based on real-world experience and evidence. 

Without a case study on your website proving the impacts of your product offering, your audience may not believe the claims that you make in your marketing language or other branded materials.

Because case studies require your brand to divulge specific information about the results you delivered, they are more likely to be trusted. With more customer trust comes increased customer loyalty . 

2. Establishes your Brand as a Thought Leader

Thought leadership is when other people in your industry look to your brand for insights and analysis on key industry topics. Unlike other content marketing types, thought leadership content is all about the earned secrets of a brand.

Case studies that detail the innovative ways that your products, technologies, or services worked to solve problems for your customers are also displaying the qualities of a thought leader. 

Becoming a thought leader doesn’t happen overnight, but case studies can be an integral part of your strategy to earning that coveted title.

3. Brings SEO and Ranking Value

Case studies that live permanently on your website have the potential to rank for keywords and drive organic clicks to your website. 

Keywords with “industry + case study” are very common, and people use Google to specifically look for case studies when researching industry solutions.

To improve the ranking potential of your case study, consider using a content writing software . These tools can help you improve the strength of your content by suggesting keywords, subtopics, and phrases that other competitors are using in their top-ranking content.

How to Create a Case Study that Converts

Creating an effective case study requires having all of the necessary parts to tell a compelling story.

Ideally, your case study will be seen by your potential customers when they are further down the marketing funnel and already have a strong sense of the products and services you offer.

They may also be seriously considering your brand alongside a few others, so here’s how to create a case study to convince them to choose your offering over others.

Find the Right Success Story

If you have a strong relationship with a client who had amazing results from your product or service, they likely make an excellent candidate for your marketing case studies.

But it’s important that the subjects you showcase can help you imply similar successes or results for future clients. That means choosing clients with similar industries, company sizes, or budgets as your target audience.

It’s important that you consult with your past or current clients before including them in any marketing materials. Because case studies can rank in search, the ones you create may potentially rank for the brand name of the clients you feature. 

To persuade your clients, make sure you provide value to them as well, such as highlighting their unique product offering, featuring their brand logo, or detailing some of their brand messaging.

Featuring a quote or testimonial from your featured client can also bring more credibility to your case study. Case studies, although convincing, are still written by your marketing team. So being able to hear directly from the client can earn your audience’s trust even more.

Identify a Clear Problem that your Audience Can Resonate With

A common structure of case studies is the problem/solution format. 

Why? Because more often than not, your potential customers are experiencing similar problems, which is why they are considering your solution or service in the first place.

Taking the time to detail the problem or challenge your client faced is key to catching the interest of your audience. Because they are likely facing similar issues or challenges, they will be more engaged with your content and compelled to see your brand’s unique solutions.

Taking the time to thoroughly define the problem also shows potential clients that you understand their industry, the markets they serve, and how best to help them overcome their most pressing pain points.

For SaaS or B2B Brands: Outline the The Steps That Were Taken to Solve the Problem

Once you have clearly identified the problem, it’s time to provide the meat of your case study: the solution.

This is where you really want to show off the differentiating features of your technology, strategic approach, or product offering.

The more detailed you get in this part of the case study the better, as you can more fully educate your target audience on the features or scope of your product offerings.

Detailed description of a solution in a Pathmonk.com case study.

If you have a proprietary technology, it’s possible to create this section of your case study without giving away your secret sauce. Focus on both what was offered and the reasoning behind the solution. For example:

• What exact services did you provide your client? 
• If you suggested particular strategies or services, why did you choose the ones you did?
• What strategic approaches did you deploy during your campaign?
• What about the client’s positioning, industry, or your competitor analysis made you take the approach you did?
• Did you face any particular challenges when implementing a solution on behalf of your client? If so, how did you overcome them?

These are just a few of the questions you can answer in your case study to help your audience feel they are getting an inside look into your brand’s unique approach, and what they may be able to look forward to if they choose your service or solution.

Use Quantifiable Evidence to Prove the Results

The most important section of your marketing case study is the results. Your case study will fall flat unless it includes detailed, quantifiable evidence that proves a positive impact.

Make sure you include the KPIs or metrics that are most important to your target audience.  Also, this is a great opportunity to directly support the claims you make in your general marketing messaging.

Does your product increase sales? Decrease operating costs? Improve efficiency? Then now is your time to prove it by including those metrics in the results section.

Results section of a case study from impression.co.uk

Tell an Engaging Story and Provide a Call to Action

In the end, the story of happy customers and real results will be what is most convincing for your audience. 

But, you want to make sure they have the opportunity to act on their conviction whether they were given the case study by a member of your sales team or they discovered it on their own in organic search. 

There are a variety of ways that you can include a CTA in your case study. Booking a demo, a discovery meeting, signing up for an email list, or downloading an ebook may all be appropriate next steps, depending on your brand’s unique customer journey.

If you have the design resources, you can also improve the visual impact of your case study with engaging design features, custom graphics, videos, and other visual elements. 

These elements can also help your case studies rank in the SERPs, driving clicks for years from your lead generation strategy. 

Although your business will need to have been around long enough to have acquired some success stories, case studies can be some of the most impactful content your brand creates. 

So be on the lookout for those clients or customers who have had the high-quality experience and results you’ve worked so hard to deliver. 

Then, leverage them to earn new customers and drive growth for the long term. 

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5 keys to crafting a killer marketing case study

Count me among the content creators who entered this line of work out of a strong affinity for storytelling. While it’s not exactly the same thing as plotting out a swashbuckling adventure on the high seas or editing dialogue for a heady psychological thriller, writing a marketing case study still entails plenty of drama and suspense. Even better, it can be a highly effective component of your overall marketing plan.

What is a marketing case study and why is it important?

Simply put, a marketing case study is a story that helps your prospective clients understand, from the beginning to the end and in a tangible way, how you helped a current or previous client accomplish their goals. It’s a crucial tool for helping sales reps demonstrate to their leads how your company can produce real results.

As part of your larger content marketing strategy, it helps middle-of-funnel and bottom-of-funnel leads to connect your products and services with real-world outcomes. If you’re able to highlight some of your better-known customers in the process, a marketing case study can also bolster your brand.

What separates a good case study from a great case study?

A good case study gets its point across, but a great case study does so with style.

Keep in mind, that doesn’t mean it always has to be flashy or highly visual, though aesthetically pleasing design can be a big bonus.

Here, by style, we mean that the case study:

• Features specific details and inspiring outcomes that enhance a strong narrative.
• Communicates in a way that is relevant to its intended audience.
• Presents the potential customer with a clear opportunity for further engagement.

As part of a holistic marketing strategy, a great case study is also an instrumental asset for ongoing, targeted campaigns.

How do you create a compelling case study?

The principal ingredients for a compelling case study aren’t that different from other forms of content marketing.

Great case studies require you to:

• Conduct thoughtful research.
• Sculpt raw intel into a captivating story.
• Frame the content in a way that’s certain to generate interest.

For further detail, we can break this process down into the five key steps necessary for producing a first-rate marketing case study.

1. Know the product or service and its place in the market

Here’s a typical scenario. You get an email from the Vice President of Sales. She’s overjoyed about a recent customer success story, and she wants to know if you can create a case study based on it.

What’s the first thing you do?

Our recommendation is to make sure you have a firm grasp of everything about the product or service that the case study will highlight. Well, technically, the first thing you should probably do is respond to that email. And when you do, don’t forget to ask for clarification if it isn’t clear what product will be central to your marketing case study.

To brush up on the product, service or offering, take a closer look at materials like:

• Existing sales sheets and landing pages.
• Related social media posts or email campaigns.
• Internal product documents.

Keep in mind how this case study will play into ongoing marketing campaigns and efforts. Also, take a moment to examine how the type of customer you’re about to profile will map up with strategies for targeting specific personas.

2. Line up an interview with the client’s resident brand champion

A strong case study often involves the enthusiastic participation of individuals from the client company who are responsible for managing the vendor partnership. If you can schedule some time to talk to this person, you’ll benefit for two reasons:

• You’ll hear the story from their angle, which can add color, texture and truly valuable proof points.
• You’ll benefit from their infectious gratitude for the product. Too often, content creators have to rely on a set of well-crafted pitches instead of seeing the real-world impact of their products.

That said, sometimes this step is easier said than done. Why?

First of all, your clients may be busy. See if you can reach them at off-peak times or when they have some more flexibility in their schedule

Secondly, nondisclosure agreements are the norm in some industries. Customer contacts can be wary about answering questions, even if they know the company’s name and logo won’t be used. Try to reassure these clients from the beginning by showing them examples of other case studies you’ve done.

No matter what difficulties you encounter, there are always strategies you can follow to ask for reviews, testimonials and other support for your marketing case study. Some of our tried-and-true techniques include:

• Automating as much of the process as possible: Work with the sales or products teams to build feedback into the customer acquisition and retention processes.
• Focus on top customers: Emphasize high-profile clients that will bring greater brand awareness to your company or highly engaged partners who are eager to sing your praises.
• Emphasize the cross-promotional aspect of marketing case studies: Some companies need a reminder that this could be further exposure for their brand and additional content they could share in their own campaigns.

3. Gather details and comb through the data

Interviewing client contacts for a marketing case study is an art unto itself. Even the most excited and energetic sources will need some prompting and guidance in order to give you the material you need.

As such, we find that it’s helpful to start the conversation with a basic structure for your case study content in mind. A rough outline should look something like this:

• Background information about the client.
• A problem that the client experienced. Keep in mind, some people will need reassurance that the case study won’t paint the organization in a negative light.
• An exploration of how your product or service helped address the problem.
• Results from the implementation of this new solution.
• A description of how the client will proceed forward with this new experience under their belts.

Remember to listen carefully and remain flexible, but focused, during the interview. Put your reporter’s hat on to ask leading questions based on new information. At the same time, if your subject is particularly chatty, you may occasionally need to pull the interview back to its intended purpose.

While you’re taking notes, be sure to highlight any particularly noteworthy or emotional lines as they come up. This can be a real timesaver when you’re looking for pull quotes later.

In addition to the interview, ask for project documentation that can help you understand the scope of the client’s problem and the impact of the support provided by your company. Oftentimes, clients will have metrics that they’re eager to share. After all, they’ve probably already reported these results to internal stakeholders. Even if that’s not the case, ask for any relevant recent reports or raw data you could explore for some brag-worthy numbers.

4. Find the story

Not everybody is an expert storyteller. Some people are prone to add in irrelevant details, deliver information out of order or even to leave out important context. There’s a good chance that you’ll have to rearrange some of the information you learned during your client call. You may also have to conduct additional research or excise some out-of-place meanderings.

Internal subject matter experts can also help you refine the narrative arc for your marketing case study. They’ll clue you into the strategies they use for selling this service and supporting its implementation. Plus, they’ll be able to share their insights about questions that prospective clients might ask.

Make sure that the client is at the center of the story, but don’t be shy about highlighting the contributions of your own organization.

5. Highlight proof points

The story comes first, but proof points can transform your marketing case study from a possible puff piece into an exhilarating example for your target audience.

Whatever claims you make in the text, you should be able to back them up with evidence. At the same time, the proof points you do use should align with the bigger picture.

Obviously, facts, figures and statistics make for some of the most compelling kinds of evidence. However, sometimes the data isn’t in yet. In other scenarios, the qualitative advantages that have been gained are more important than percentages or points on a line graph.

In these situations, quotations and brief customer testimonials can provide additional support for the claims you’ve made.

But how do you handle quotes? Here are a few guidelines to follow:

• Where possible, use a direct quote that is original, interesting and engaging. Think about claims that would only be credible if they came straight from the speaker.
• You may have leeway to finesse the speaker’s language. Resist the temptation to wordsmith their speech except in cases that are truly confusing. Informal expressions can add a touch of authenticity.
• Some situations may require you to write the quote and then have it approved by the person to whom it will be attributed. Try to capture the nuances of their perspective as best you can, and never run the quote without getting a final confirmation.

What are some great case study examples to model after?

B2B and B2C marketing case studies come in all shapes and sizes. Here are a few recent examples that embody all of the strategies we’ve outlined above. If you’re looking for a compelling case study to model your own content after, check out these models.

‘How PayPal empowers people and businesses in a global marketplace’

This PayPal case study profiles how the company uses services from Google Cloud to support more than 300 million customers who use 100 different currencies.

Source: Google Cloud

It’s structured as a landing page that’s well designed and easy to navigate based on the storyline. It also highlights some impressive and relevant proof points right off the bat.

The text and graphical elements are also augmented by a video in which the customer’s voice takes center stage.

At the heart of this story is the notion that finding a reliable digital partner can help your company scale. As such, PayPal is a great aspirational client example, and its story speaks to the hopes that many prospective customers will have about their own business.

We also appreciate how easy Google makes it for potential clients to find additional examples and to take the next step by reaching out to a sales rep.

‘Disney+ Brand Launch’

It’s hard to think of a recent product launch that received more hype than the highly influential debut of streaming service Disney+. Behind the hype were companies like Midnight Oil, a California-based creative agency.

In this marketing case study for Disney+ , the firm pairs succinct text with high-quality pictures that display Midnight Oil branding collateral in action.

Source: Midnight Oil

In this instance, the company was able to leverage the sky-high visibility of its brand partner to help tell the story. Everybody already knows that the launch of Disney+ was a rousing success, so the creative agency gets to focus a little more on highlighting its own contributions.

And showing is always better than telling. Still, the company makes sure that you don’t forget the 10 million subscribers the client achieved on its first day.

If you want to grow revenue by expanding your potential subscriber base using targeted branding efforts, Midnight Oil makes a compelling case that the agency can help.

‘Rock & Roll Hall of Fame Messages Their Way To Success’

Who says that digital marketing case studies can’t shred?

For our last case study example, we’re going to shine the spotlight on HubSpot’s righteous work with a venerable Cleveland institution.

This in-depth landing page frontloads a quick summary of the premise and some eye-catching stats.

Source: Hubspot

The Rock & Roll Hall of Fame used HubSpot’s integration with Facebook Messenger to develop a strategy that allowed the museum to connect better with its fans.

A slickly produced video with lots of custom footage sheds light on how the Rock Hall’s content leader found a way to bring out the best from both automation and one-to-one connections.

This case study succeeds because it has an exciting hook, an interesting story and some real results.

How do you distribute case studies? Where do they work best?

How to distribute your case study depends on the audience you’re trying to reach, the story you need to share and the role that this case study plays in your overall marketing strategy.

Take a lesson from the marketing case study examples above. You need to be where your fans are. If your potential customer is on social media, make sure your content is shareable, and consider using a Facebook ad to promote your brand.

But let’s back up one more step.

As our examples illustrate, your marketing case study doesn’t just have to exist as one kind of asset. A custom landing page is a great place to start, but you can spin out content for video and other channels, too. Case studies can be delivered to prospects individually, distributed over social media or shared as part of an email drip campaign. Optimizing your case study landing page for search will help organic traffic find your content, too.

Where marketing efforts meet solid storytelling

It should be clear by now that marketing case studies are more than just a mishmash of numbers, quotes and splashy illustrations. They can take many different forms, but regardless of the media in which they’re found, they’re about creating a story around customer relationships. At the end of the day, aren’t stories what we live for?

By Michael O'Neill

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How to Write a Marketing Case Study: A Guide for Creating the Ultimate B2B Social Proof

by Greg Mischio | Case Studies

For a manufacturing company, case studies can be one of the most effective ways to generate leads, showcase your strengths, and vividly demonstrate how you solve clients’ challenges. But there’s a problem: Case studies aren’t necessarily easy to create.  Here’s a complete guide on how to write a marketing case study and create the ultimate form of B2B social proof.

They’re usually an afterthought that’s offloaded to someone not necessarily prepared to do them well. On top of that, case studies often get made without a strategy behind them and are used with no real goal in mind. 

And that’s a shame, considering how valuable they can be:

• Demand Gen Report   found that 78% of companies surveyed said they used case studies to research B2B purchasing decisions, which was more than any other type of content.
• DocSend looked at 34 million content interactions. Compared with other sales content, case studies showed an 83% completion rate, an average that left all other content in the dust.
• eMarketer reports that a survey conducted by RSW/US, a business development firm, showed that almost 63% of agency executives cited case studies as their top way to generate leads.

To tap that potential, here’s a list of steps anyone can use to start creating exceptional case studies.

1. Strategy: Strategize before you editorialize

Before you do anything, make sure you have a solid strategy for your case study by answering these key questions:

Question: What’s your goal with the case study? 

Answer: ask your sales team (first)..

• Is it to help sell a particular service? 
• Do you want to emphasize a specific offering? 
• Are you trying to grow business in a certain sector?
• Are you trying to get more clients to try a new product?

One place you can start to get answers is with your sales team. They may be the ones who’ll be using case studies the most.  

This is typically the case with most manufacturing companies. The sales team is on the front line, dealing firsthand with the issues. This is where the story starts.

Question: What type of prospect are you targeting?  

Answer: find an industry and position match..

The story you tell in your case study should be shaped by who you’re going to be telling it to. If you’re trying to reach a certain industry or a certain job role, then you want to find an industry and position match. 

According to Joel Klettke of Case Study Buddy , “If you tell the wrong story to the wrong people, your case study will fall flat.”

Question: How will you use the case study?

Answer: don’t just relegate them to the “case studies” page..

Have a plan for how you’re going to target the audience you’ve identified and ultimately use the case study.

Here’s one way you should not use case studies: Relegate them to a seldom-visited section of your website called … “case studies.” Instead, use them throughout your website.

Also, note that how you use the case study should determine its format, and you don’t have to pick just one. Case studies and the various components that comprise them can be repurposed in dozens of ways. (More on that below.)

Question: Who owns the relationship with the client?

Answer: work through your team to get to their team..

Who should you contact at the company? What should you know about this person? Who should set up the initial contact? 

Check with the sales team or project manager – whatever is appropriate for your situation – so that you:

• Don’t step on anyone’s toes. 
• Don’t waste time with unnecessary steps.
• Start the case study off right by getting helpful intel.

2. Selection: Choosing your top case study prospects

Once you have the big picture strategy aligned, now it’s time to narrow your client list even further, based on the following criteria: 

The client must be into you

You want to be certain that your client is ready, willing, and able to say positive things about you. Some milestones that could spur a case study include:

• You’ve just received a short email of thanks from a client.  
• You’ve just achieved some recent positive results for them.
• Your product helped them boost their own sales or reach a goal.

The work must be recent

You’re building the case study around your client’s experiences with you. Are those experiences recent enough? People forget details over time. Key staff leave. Industry trends and concerns shift. Make sure the case study and the people you’re interviewing are still relevant. 

The client and the work must be relevant to your goal

Don’t settle for case study candidates just because they’re easy to get. Your decisions matter because they’ll attract like-minded prospects. 

3. Pitch: Making the case to clients 

Keep it simple … and all about them.

When you’re at the point of actually calling or emailing the client to make a case study request, here are five things to keep in mind:

• Answer the “What’s in it for me?”
• Briefly explain why you want to do this now. 
• Keep it short.
• Give a deadline. 
• Thank them for their participation in advance.

Here’s a sample email with all the elements:

PRO TIP: Package it all up for the deciding party

After your initial pitch, it’s not uncommon for your primary contact to have to convince someone else in the company to agree to the case study. Make it convenient (and compelling) by putting all of the above points in an easy-to-read PDF that:

• Reassures them it won’t take a lot of time and that they have the final say for approving material.
• Explains the interview process.
• Makes it as easy as possible for them to schedule a time through something like a Calendly link. 

Then give your client a vivid sense of what the outcome will be by showing them beautifully-designed case study samples. If you don’t have any to show, go out and find some good ones on the internet. Then simply say something like, “This is what we’re thinking.” 

What if a client says “No?”

You may find that a client isn’t interested in doing a case study with you. When they give you a no, you should keep in mind that their refusal is usually one of three things:

Objection: Uncertainty. They have an uneasy feeling about what’s going to be shared and how it’s going to be used.

Counter: Give them control. Emphasize that nothing will be published until they give their full and final approval.

Objection: Inconvenience. They’re busy and it sounds like it’s going to take a lot of time on their part.

Counter: Explain how quick it will be. Remedy the perceived inconvenience by explaining the details of the process, especially that the bulk of their efforts will be an interview that will take under an hour.

Objection: Selfishness. They see the case study as nothing but a favor to you – with no payoff for them. 

Counter: Show them the money (benefit). Tell them the cool ways you’re going to share the case study and how it will put a positive spotlight on them .

You can also take two approaches to compromise:

• Create an anonymous case study
• Gate your case study

Alternative approaches: Anonymous and gated case studies

Don’t throw your hands up if the client insists they’ll need to be anonymous. There are creative ways to still make the case study effective:

• Include direct quotes but use gender-neutral pseudonyms when you attribute them.
• Agree to gating the case study and only sharing it with specific parties and with their pre-approval.
• Agree to using the case study for internal purposes only. For example, case studies can actually be great training and onboarding tools.

Anonymous case study

Gated case study

You don’t see these all that frequently, but here’s an example of how the web design company ProtoFuse gates case studies for their client. 

4. Create: How to write the case study

Talk to the client … and write (and record) what they say.

You cannot do a good case study if you don’t talk to the client. No one wants to hear you blather about yourself … that’s the whole point of this exercise. 

Remember, case studies are really customer success stories, so personal perspectives are important. In fact, you’ll find that the customer expresses things about you in ways you hadn’t considered.  

It also gives authenticity to your message. Check out this quote from a client about us. It’s real dialogue, not a polished piece of prose. That’s why it works.

No matter what format (written word, audio, video) you choose to create that case study, it’s essential you capture those golden nuggets!

Best practices for the interview 

Your client’s most valuable asset is their time. That’s why you’ll want to make the most of the interview. Follow these guidelines to help make your interview successful:

Follow a process. Have an interview process and follow it step-by-step. That’s way more important than striving for a “perfect” interview.

Provide questions before the interview (and after). Give them time to prepare. Some sample questions can include:

• What was your life like before working with us? 
• What was the experience of working with us like? 
• What have your results been?

Don’t interview more than two people at a time.  One is ideal – two is the max.

Use a conference system, and record the interviews.   Zoom is our preference. If you’re lucky, you can use the video, but the audio can be converted into a video with still photos.

Focus on their experience, not opinions. Ask about the client’s experience of you, not their opinion of you. Ask them to tell their story – the opinion will reveal itself. 

Look for proof of impact. Seek information on the impact rather than gathering platitudes. “We tripled our output” is way better than “They were great to work with.”

Avoid the Yes/No. Rather than yes/no questions, make sure you ask carefully-crafted open-ended questions that will engender compelling insights.

Ask for graphics, videos, etc.   Anything that can help tell the story. 

Use tried-and-true copywriting tactics to create a compelling case study

Yes, use proven methods but get strategically creative. Don’t mindlessly lock yourself into set formulas. For example, the challenge-solution-results structure can work great for a case study. But you don’t have to stick to those actual words. Strengthen the effectiveness of that structure by creating inviting subheadings for each section.

A great headline is crucial. No matter the format of the case study, your headline is critical. It needs to be specific and powerful enough to motivate people to read it.

Here are four simple but effective headline formats from Joel Klettke at Case Study Buddy: 

• How (service/company) helped (client) (result)
• (Result) for (client)
• (Client) gets (result) with (service)
• How (client) (eliminated pain) with (service)

Integrate metrics into the headline. There’s no time to waste in a case study. So don’t hold out for a dramatic finish. Give the compelling reason to read it right away – along with the impressive data. And that cover page? It should stand strong alone if it had to.

Example: Thysse used the “3X” number to showcase increased productivity from a client.

Make use of charts and graphics to tell the story. Use the type of graphics you’d see in a PowerPoint presentation to a CEO. This is a format they’re comfortable with yet conveys the metrics they need to make a decision.

Example: These two charts show increases in organic rankings and keywords, and then the headline in the footer underscores the bottom-line value.

Put company details on the side. Don’t clog up the flow of a powerful story. Put details like the company’s location, size, founding date, and service lines on the side in a little fact box.

And if you can’t get metrics? All is not lost. Again, focus on the client’s experience. By doing that, you’re also likely to get some great testimonials. In fact, powerful social proof presented in an effective visual can be just as compelling as an impressive metric. 

In lieu of metrics, you can also place heavy emphasis on the goal that was achieved with the client. People don’t always remember the metrics of how you accomplished a goal – it’s the simple fact that you crossed the finish line first that counts.

Qualitative example: This is all about a specific initiative for HarperCollins UK.

Let the client’s voice come through. When it comes to the written content of your case study, let the client tell the story as much as possible through their own compelling quotes.

Example: Use a real person with their actual words. Seeing the photo adds so much authenticity.

You can also showcase your own people. Yes, this is all about your client telling the story. But it’s a partnership, right? You can interject how you felt in helping them achieve success, and showcase yourself in the process.

Craft a story-specific call to action. Make sure to add a CTA at the end that actually relates to the story just told – rather than a generic “contact us” request. 

Use proven methods that work for large bodies of content. These are standards that we use for any piece of lengthy digital content. They apply to case studies as well.

Rein in the rambling DocSend research has found that completion rates were the highest when case studies were no more than two to five pages.

Short paragraphs Paragraphs should only be 1 – 3 lines in length. A guideline, not a rule, but try and follow it. You are writing for skimmers. Ideally, get the page width of your website (although this will vary with demand responsiveness) and pull in margins. Keep it short!

Use subheads (H2, H3, H4) Use paragraph subheads to break up the writing. Every 200-300 words, or where appropriate.  Don’t be afraid to use keywords, but don’t push the issue. Make these subheads lively.

Use visuals for every page scroll Plan for an image every page scroll. That can be a pullquote, a photograph, or a table. Screen shots are great if they include data. 

Use bullets, numbered lists Use bullets and numbered lists as often as possible. 

Use parallel form on bullet headers Your bullet points should be consistent with each other.  If one bullet point starts with a verb, they should all start with a verb.  Example:

• Find a smarter way to use bullet points
• Use them in small doses
• Edit them for parallel form

If you’re going to use bullets, keep them to 1-2 sentences.

Make the writing lively If you’re bored with it, your reader will be bored.

Let the article sit When you’re done with the initial draft, let it sit overnight. Then look at it the next day and make needed changes. Guaranteed to improve your writing.

Cut your word count by 10% Guaranteed to make your writing tighter.

Don’t forget about the power of video and audio There’s just something about that play button. When tweets have video, they’re six times more likely to get retweeted. Case study videos tap into people’s hunger – and readiness – for video viewing. 

Video allows you to capture body language and tone of voice. It gives you the power to add emotional appeals with music and show the product or result in action.

GEW UV Curing has created some amazing Customer Spotlights on their YouTube channel.   The format is more of a story, but they definitely convey the success of using the products.

You can also record interviews, and then embed the audio files into the post. We’ve uploaded short interviews either as a stand-alone file or use SoundCloud to embed them.

4. Distribution: Getting the word out

After all that time and effort, you want to maximize the case study’s exposure. How? By leveraging the power of repurposing . Case studies can be used throughout the sales funnel.

Many of these came from our buddy Joel Klettke again!

Top of funnel

Use the case study itself as a lead magnet: How we solved this problem for this kind of company. 

• Take the interview transcript, clean it up and edit, get it approved by the client, and presto, you have a great Q&A blog post.
• Use it in your email subject-line. 
• Print it out for trade show handouts.
• Post it to social media feeds. 
• Grab attention with Facebook ads using a great How to … headline.
• Include a downloadable case study with your CTA.
• Use testimonial quotes on your landing pages or website pages.
• Use in email outreach and put quotes or stats in subject lines.
• Make a SlideShare presentation out of it.

SlideShare presentation.

Pullquote for webpage.

Tweet with tagged client.

Email signature line.

Middle of funnel

• Send along with your RFPs.
• Share in pitch meetings.
• Equip your sales team with them.
• Add to newsletters.
• Drip the story with an email series.

Handout that can be included with capabilities brochure and at pitch meetings.

Bottom of funnel

• Place case study stats or quotes next to friction points like pricing areas or landing pages (see below).
• For upselling options, have a case study available that demonstrates how a client benefitted from your premium package.

Used on sidebar of landing page.

PRO TIP: Create top-of-funnel “case studies” for other people

One technique we’ve found to be very effective is to write top-of-funnel content about a particular problem and then showcase a partner’s solution and make them the expert source. It can function as a “pay it forward” piece of content, and they’ll likely use it on their website, giving you a nice backlink.

Get started today, but keep your editorial calendar open!

You have the tools and tactics to get started on a case study, but you need one more thing: tenacity. 

It’s not always easy to get case studies from clients. They’re busy, and even after you’ve written one, it can take weeks or even months for them to approve it on their side. Don’t schedule them on your editorial calendar until you have it approved on their end. 

But stick with it. The long-term benefits can be huge. Start creating case studies on a regular basis. It’s the most overlooked, yet most valuable piece of content you can produce!

Greg Mischio

Pin it on pinterest.

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Blog Graphic Design

15+ Professional Case Study Examples [Design Tips + Templates]

By Alice Corner , Jan 12, 2023

Let me ask you a question: Have you ever bought something — within the last 10 years or so — without reading its reviews or without a recommendation or prior experience of using it?

If the answer is no — or at least, rarely — you get my point.

For businesses selling consumer goods, having raving reviews is a good way to get more customers. The same thing applies to B2B and/or SaaS businesses — but for this type of business, besides regular, short reviews, having a detailed case study can help tremendously.

Case studies are an incredibly effective form of marketing that you can use to help promote your product and plan your marketing strategy effectively. You can also use it as a form of customer analysis or as a sales tool to inspire potential customers.

So what does a case study look like and how can you create one? In this article, I’m going to list over 15 marketing case study examples, case study tips, and case study templates to help you create a case study that converts.

Click to jump ahead:

• What is a Case Study?
• Marketing Case Study Examples

Sales Case Study Examples

Simple case study examples, business case study examples.

• Case Study FAQs

What is a case study?

A case study is a research method to gain a better understanding of a subject or process. Case studies involve in-depth research into a given subject, in order to understand its functionality and successes.

In the context of a business, however, case studies take customer success stories and explore how they use your product to help them achieve their business goals.

As well as being valuable marketing tools, case studies are a good way to evaluate your product as it allows you to objectively examine how others are using it.

It’s also a good way to interview your customers about why they work with you.

Related: What is a Case Study? [+6 Types of Case Studies]

What is a marketing case study?

A marketing case study is a type of marketing where you use your existing customers as an example of what your product or services can achieve. You can also create case studies of internal, successful marketing projects.

Here’s an example of a marketing case study template:

Return to Table of Contents

Marketing case study examples

Marketing case studies are incredibly useful for showing your marketing successes. Every successful marketing campaign relies on influencing a consumer’s behavior, and a great case study can be a great way to spotlight your biggest wins.

In the marketing case study examples below, a variety of designs and techniques to create impactful and effective case studies.

Show off impressive results with a bold marketing case study

Case studies are meant to show off your successes, so make sure you feature your positive results prominently. Using bold and bright colors as well as contrasting shapes, large bold fonts, and simple icons is a great way to highlight your wins.

In well-written case study examples like the one below, the big wins are highlighted on the second page with a bright orange color and are highlighted in circles.

Making the important data stand out is especially important when attracting a prospective customer with marketing case studies.

Use a simple but clear layout in your case study

Using a simple layout in your case study can be incredibly effective, like in the example of a case study below.

Keeping a clean white background, and using slim lines to help separate the sections is an easy way to format your case study.

Making the information clear helps draw attention to the important results, and it helps improve the  accessibility of the design .

Business case study examples like this would sit nicely within a larger report, with a consistent layout throughout.

Use visuals and icons to create an engaging and branded business case study

Nobody wants to read pages and pages of text — and that’s why Venngage wants to help you communicate your ideas visually.

Using icons, graphics, photos, or patterns helps create a much more engaging design. 

With this Blue Cap case study icons, colors, and impactful pattern designs have been used to create an engaging design that catches your eye.

Use a monochromatic color palette to create a professional and clean case study

Let your research shine by using a monochromatic and minimalistic color palette.

By sticking to one color, and leaving lots of blank space you can ensure your design doesn’t distract a potential customer from your case study content.

In this case study on Polygon Media, the design is simple and professional, and the layout allows the prospective customer to follow the flow of information.

The gradient effect on the left-hand column helps break up the white background and adds an interesting visual effect.

Did you know you can generate an accessible color palette with Venngage? Try our free accessible color palette generator today and create a case study that delivers and looks pleasant to the eye:

Add long term goals in your case study

When creating a case study it’s a great idea to look at both the short term and the long term goals of the company to gain the best understanding possible of the insights they provide.

Short-term goals will be what the company or person hopes to achieve in the next few months, and long-term goals are what the company hopes to achieve in the next few years.

Check out this modern pattern design example of a case study below:

In this case study example, the short and long-term goals are clearly distinguished by light blue boxes and placed side by side so that they are easy to compare.

Use a strong introductory paragraph to outline the overall strategy and goals before outlining the specific short-term and long-term goals to help with clarity.

This strategy can also be handy when creating a consulting case study.

Use data to make concrete points about your sales and successes

When conducting any sort of research stats, facts, and figures are like gold dust (aka, really valuable).

Being able to quantify your findings is important to help understand the information fully. Saying sales increased 10% is much more effective than saying sales increased.

In sales case study examples, like this one, the key data and findings can be presented with icons. This contributes to the potential customer’s better understanding of the report.

They can clearly comprehend the information and it shows that the case study has been well researched.

Use emotive, persuasive, or action based language in your marketing case study

Create a compelling case study by using emotive, persuasive and action-based language when customizing your case study template.

In this well-written case study example, we can see that phrases such as “Results that Speak Volumes” and “Drive Sales” have been used.

Using persuasive language like you would in a blog post. It helps inspire potential customers to take action now.

Keep your potential customers in mind when creating a customer case study for marketing

82% of marketers use case studies in their marketing  because it’s such an effective tool to help quickly gain customers’ trust and to showcase the potential of your product.

Why are case studies such an important tool in content marketing?

By writing a case study you’re telling potential customers that they can trust you because you’re showing them that other people do.

Not only that, but if you have a SaaS product, business case studies are a great way to show how other people are effectively using your product in their company.

In this case study, Network is demonstrating how their product has been used by Vortex Co. with great success; instantly showing other potential customers that their tool works and is worth using.

Related: 10+ Case Study Infographic Templates That Convert

Case studies are particularly effective as a sales technique.

A sales case study is like an extended customer testimonial, not only sharing opinions of your product – but showcasing the results you helped your customer achieve.

Make impactful statistics pop in your sales case study

Writing a case study doesn’t mean using text as the only medium for sharing results.

You should use icons to highlight areas of your research that are particularly interesting or relevant, like in this example of a case study:

Icons are a great way to help summarize information quickly and can act as visual cues to help draw the customer’s attention to certain areas of the page.

In some of the business case study examples above, icons are used to represent the impressive areas of growth and are presented in a way that grabs your attention.

Use high contrast shapes and colors to draw attention to key information in your sales case study

Help the key information stand out within your case study by using high contrast shapes and colors.

Use a complementary or contrasting color, or use a shape such as a rectangle or a circle for maximum impact.

This design has used dark blue rectangles to help separate the information and make it easier to read.

Coupled with icons and strong statistics, this information stands out on the page and is easily digestible and retainable for a potential customer.

Less is often more, and this is especially true when it comes to creating designs. Whilst you want to create a professional-looking, well-written and design case study – there’s no need to overcomplicate things.

These simple case study examples show that smart clean designs and informative content can be an effective way to showcase your successes.

Use colors and fonts to create a professional-looking case study

Business case studies shouldn’t be boring. In fact, they should be beautifully and professionally designed.

This means the normal rules of design apply. Use fonts, colors, and icons to create an interesting and visually appealing case study.

In this case study example, we can see how multiple fonts have been used to help differentiate between the headers and content, as well as complementary colors and eye-catching icons.

Whether you’re a B2B or B2C company, business case studies can be a powerful resource to help with your sales, marketing, and even internal departmental awareness.

Business and business management case studies should encompass strategic insights alongside anecdotal and qualitative findings, like in the business case study examples below.

Conduct a B2B case study by researching the company holistically

When it comes to writing a case study, make sure you approach the company holistically and analyze everything from their social media to their sales.

Think about every avenue your product or service has been of use to your case study company, and ask them about the impact this has had on their wider company goals.

In business case study examples like the one above, we can see that the company has been thought about holistically simply by the use of icons.

By combining social media icons with icons that show in-person communication we know that this is a well-researched and thorough case study.

This case study report example could also be used within an annual or end-of-year report.

Highlight the key takeaway from your marketing case study

To create a compelling case study, identify the key takeaways from your research. Use catchy language to sum up this information in a sentence, and present this sentence at the top of your page.

This is “at a glance” information and it allows people to gain a top-level understanding of the content immediately. 

You can use a large, bold, contrasting font to help this information stand out from the page and provide interest.

Learn  how to choose fonts  effectively with our Venngage guide and once you’ve done that.

Upload your fonts and  brand colors  to Venngage using the  My Brand Kit  tool and see them automatically applied to your designs.

The heading is the ideal place to put the most impactful information, as this is the first thing that people will read.

In this example, the stat of “Increase[d] lead quality by 90%” is used as the header. It makes customers want to read more to find out how exactly lead quality was increased by such a massive amount.

If you’re conducting an in-person interview, you could highlight a direct quote or insight provided by your interview subject.

Pick out a catchy sentence or phrase, or the key piece of information your interview subject provided and use that as a way to draw a potential customer in.

Use charts to visualize data in your business case studies

Charts are an excellent way to visualize data and to bring statistics and information to life. Charts make information easier to understand and to illustrate trends or patterns.

Making charts is even easier with Venngage.

In this consulting case study example, we can see that a chart has been used to demonstrate the difference in lead value within the Lead Elves case study.

Adding a chart here helps break up the information and add visual value to the case study. 

Using charts in your case study can also be useful if you’re creating a project management case study.

You could use a Gantt chart or a project timeline to show how you have managed the project successfully.

Use direct quotes to build trust in your marketing case study

To add an extra layer of authenticity you can include a direct quote from your customer within your case study.

According to research from Nielsen , 92% of people will trust a recommendation from a peer and 70% trust recommendations even if they’re from somebody they don’t know.

So if you have a customer or client who can’t stop singing your praises, make sure you get a direct quote from them and include it in your case study.

You can either lift part of the conversation or interview, or you can specifically request a quote. Make sure to ask for permission before using the quote.

This design uses a bright contrasting speech bubble to show that it includes a direct quote, and helps the quote stand out from the rest of the text.

This will help draw the customer’s attention directly to the quote, in turn influencing them to use your product or service.

Case Study Examples Summary

Once you have created your case study, it’s best practice to update your examples on a regular basis to include up-to-date statistics, data, and information.

You should update your business case study examples often if you are sharing them on your website.

It’s also important that your case study sits within your brand guidelines – find out how Venngage’s My Brand Kit tool can help you create consistently branded case study templates.

Case studies are important marketing tools – but they shouldn’t be the only tool in your toolbox. Content marketing is also a valuable way to earn consumer trust.

Case Study FAQ

Why should you write a case study.

Case studies are an effective marketing technique to engage potential customers and help build trust.

By producing case studies featuring your current clients or customers, you are showcasing how your tool or product can be used. You’re also showing that other people endorse your product.

In addition to being a good way to gather positive testimonials from existing customers , business case studies are good educational resources and can be shared amongst your company or team, and used as a reference for future projects.

How should you write a case study?

To create a great case study, you should think strategically. The first step, before starting your case study research, is to think about what you aim to learn or what you aim to prove.

You might be aiming to learn how a company makes sales or develops a new product. If this is the case, base your questions around this.

You can learn more about writing a case study  from our extensive guide.

Related: How to Present a Case Study like a Pro (With Examples)

Some good questions you could ask would be:

• Why do you use our tool or service?
• How often do you use our tool or service?
• What does the process of using our product look like to you?
• If our product didn’t exist, what would you be doing instead?
• What is the number one benefit you’ve found from using our tool?

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How to write a social media case study (with template)

Written by by Jenn Chen

Published on  October 10, 2019

Reading time  8 minutes

You’ve got a good number of social media clients under your belt and you feel fairly confident in your own service or product content marketing strategy. To attract new clients, you’ll tell them how you’ve tripled someone else’s engagement rates but how do they know this is true? Enter the case study.

Social media case studies are often used as part of a sales funnel: the potential client sees themselves in the case study and signs up because they want the same or better results. At Sprout, we use this strategy with our own case studies highlighting our customer’s successes.

Writing and publishing case studies is time intensive but straight forward. This guide will walk through how to create a social media case study for your business and highlight some examples.

What is a social media case study?

A case study is basically a long testimonial or review. Case studies commonly highlight what a business has achieved by using a social media service or strategy, and they illustrate how your company’s offerings help clients in a specific situation. Some case studies are written just to examine how a problem was solved or performance was improved from a general perspective. For this guide, we’ll be examining case studies that are focused on highlighting a company’s own products and services.

Case studies come in all content formats: long-form article, downloadable PDF, video and infographic. A single case study can be recycled into different formats as long as the information is still relevant.

At their core, case studies serve to inform a current or potential customer about a real-life scenario where your service or product was applied. There’s often a set date range for the campaign and accompanying, real-life statistics. The idea is to help the reader get a clearer understanding of how to use your product and why it could help.

Broad selling points like “our service will cut down your response time” are nice but a sentence like “After three months of using the software for responses, the company decreased their response time by 52%” works even better. It’s no longer a dream that you’ll help them decrease the response time because you already have with another company.

So now that you understand what a case study is, let’s get started on how to create one that’s effective and will help attract new clients.

How to write a social marketing case study

Writing an effective case study is all about the prep work. You’ve got to get all of the questions and set up ready so you can minimize lots of back and forth between you and the client.

1. Prepare your questions

Depending on how the case study will be presented and how familiar you are with the client to be featured, you may want to send some preliminary questions before the interview. It’s important to not only get permission from the company to use their logo, quotes and graphs but also to make sure they know they’ll be going into a public case study.

Your preliminary questions should cover background information about the company and ask about campaigns they are interested in discussing. Be sure to also identify which of your products and services they used. You can go into the details in the interview.

Once you receive the preliminary answers back, it’s time to prepare your questions for the interview. This is where you’ll get more information about how they used your products and how they contributed to the campaign’s success.

2. Interview

When you conduct your interview, think ahead on how you want it to be done. Whether it’s a phone call, video meeting or in-person meeting, you want to make sure it’s recorded. You can use tools like Google Meet, Zoom or UberConference to host and record calls (with your client’s permission, of course). This ensures that your quotes are accurate and you can play it back in case you miss any information. Tip: test out your recording device and process before the interview. You don’t want to go through the interview only to find out the recording didn’t save.

Ask open-ended questions to invite good quotes. You may need to use follow-up questions if the answers are too vague. Here are some examples.

• Explain how you use (your product or service) in general and for the campaign. Please name specific features.
• Describe how the feature helped your campaign achieve success.
• What were the campaign outcomes?
• What did you learn from the campaign?

Since we’re focused on creating a social media case study in this case, you can dive more deeply into social strategies and tactics too:

• Tell me about your approach to social media. How has it changed over time, if at all? What role does it play for the organization? How do you use it? What are you hoping to achieve?
• Are there specific social channels you prioritize? If so, why?
• How do you make sure your social efforts are reaching the right audience?
• What specific challenges do organizations like yours face when it comes to social?
• How do you measure the ROI of using social ? Are there certain outcomes that prove the value of social for your organization? What metrics are you using to determine how effective social is for you?

As the conversation continues, you can ask more leading questions if you need to to make sure you get quotes that tie these strategic insights directly back to the services, products or strategies your company has delivered to the client to help them achieve success. Here are just a couple of examples.

• Are there specific features that stick out to you as particularly helpful or especially beneficial for you and your objectives?
• How are you using (product/service) to support your social strategy? What’s a typical day like for your team using it?

The above quote was inserted into the Sprout Lake Metroparks case study . It’s an example of identifying a quote from an interview that helps make the impact of the product tangible in a client’s day to day.

At the end of the interview, be sure to thank the company and request relevant assets.

Afterwards, you may want to transcribe the interview to increase the ease of reviewing the material and writing the case study. You can DIY or use a paid service like Rev to speed up this part of the process.

3. Request assets and graphics

This is another important prep step because you want to make sure you get everything you need out of one request and avoid back and forth that takes up both you and your customer’s time. Be very clear on what you need and the file formats you need them in.

Some common assets include:

• Logo in .png format
• Logo guidelines so you know how to use them correctly
• Links to social media posts that were used during the campaign
• Headshots of people you interviewed
• Social media analytics reports. Make sure you name them and provide the requested date range, so that if you’re using a tool like Sprout, clients know which one to export.

4. Write the copy

Now that the information has been collected, it’s time to dissect it all and assemble it. At the end of this guide, we have an example outline template for you to follow. When writing a case study, you want to write to the audience that you’re trying to attract . In this case, it’ll be a potential customer that’s similar to the one you’re highlighting.

Use a mix of sentences and bullet points to attract different kinds of readers. The tone should be uplifting because you’re highlighting a success story. When identifying quotes to use, remove any fillers (“um”) and cut out unnecessary info.

5. Pay attention to formatting

And finally, depending on the content type, enlist the help of a graphic designer to make it look presentable. You may also want to include call-to-action buttons or links inside of your article. If you offer free trials, case studies are a great place to promote them.

Social media case study template

Writing a case study is a lot like writing a story or presenting a research paper (but less dry). This is a general outline to follow but you are welcome to enhance to fit your needs.

Headline Attention-grabbing and effective. Example: “ How Benefit turns cosmetics into connection using Sprout Social ” Summary A few sentences long with a basic overview of the brand’s story. Give the who, what, where, why and how. Which service and/or product did they use? Introduce the company Give background on who you’re highlighting. Include pertinent information like how big their social media team is, information about who you interviewed and how they run their social media. Describe the problem or campaign What were they trying to solve? Why was this a problem for them? What were the goals of the campaign? Present the solution and end results Describe what was done to achieve success. Include relevant social media statistics (graphics are encouraged). Conclusion Wrap it up with a reflection from the company spokesperson. How did they think the campaign went? What would they change to build on this success for the future? How did using the service compare to other services used in a similar situation?

Case studies are essential marketing and sales tools for any business that offer robust services or products. They help the customer reading them to picture their own company using the product in a similar fashion. Like a testimonial, words from the case study’s company carry more weight than sales points from the company.

When creating your first case study, keep in mind that preparation is the key to success. You want to find a company that is more than happy to sing your praises and share details about their social media campaign.

Once you’ve started developing case studies, find out the best ways to promote them alongside all your other content with our free social media content mix tool .

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What is a marketing case study? [And how to create compelling ones]

Are your sales calls falling flat? Back up your claims with an effective case study. We'll walk you through the reasons to invest in high-quality case studies for your business, the case study structure, and how to write one.

Once you’re armed with a case study, your sales calls will have more direction and substance. Get started today. 

What is a marketing case study?

A marketing case study explains how you solved a problem for a client or customer using customer testimonials, statistics, and strategy to illustrate your approach. 

Why do you need a case study for sales?

Typically you use a marketing case study as a tool for your sales strategy. We’ll break down this process below. 

Social proof

Your case study shows that your company is successfully working with clients. You show that by seamlessly incorporating customer testimonials and measures of success. 

It should simultaneously illustrate how you solve your client’s unique problem but also be universal enough to connect with other similar potential customers. (These are opposing messages, but they are not impossible.)

Grab your lead's attention

Lead with a universal fact that grabs your potential customer’s attention. Often with case studies, they lead with an especially appealing stat. Here are some examples:

• How we tripled sales for a B2B SaaS company
• We increased website traffic to 50,000 a month using this strategy
• How to decrease ad spend by $X and improve conversions by Y%

These headlines grab attention because they speak to your typical sales leads’ problems. They should want to accomplish the same things that you already are doing for your current customers. 

Frame your sales pitch around your customer while teaching about your business

Do you ever get on a sales call and try to pitch an idea, and it feels like it falls on deaf ears? Here are some examples we see when we talk to customers about marketing their business.

• Us: To rank higher on Google, you must put money and time into a content marketing strategy. Customer: Ok, but can’t you just add SEO phrases to my site?
• Us: To run effective Google Ads, you need to optimize your website and track conversions. Customer: I don’t have access to my site’s code, but we’ll just make a note anytime someone calls.
• Us: Do you really want to create 72 blog posts monthly for your company blog? It might be better to map out a focused approach that positions you as a comprehensive industry leader. Customer: Let’s make it 75 blog posts!

A case study is a great way to grab your customer’s attention. Instead of your sales conversations going like the examples above, you’re taking hold of the narrative. You can say simply that we’ve solved your problem before. You can dive into the case study together and talk about your approach. 

Address objections and reservations

Sometimes your sales prospects are reluctant to spend money. After all, it’s a risk to spend money on your business. What if it doesn’t pay off?

Worse, your sales lead often wants to go towards a lower-risk option that won’t produce results. Then when they don’t see the right results, they give up on a strategy or product altogether. 

When you address objections, reservations, and concerns with social proof and stats, you give your leads the ability to make more informed decisions. This builds confidence. 

Builds confidence and relationships

First impressions are everything. It is hard to immediately establish trust with someone who is a cold prospect. Giving a sales lead a case study helps them see your business clearer, positions you as a professional, and builds confidence. 

Marketing case study structure

The first step to writing a case study is to understand the structure. Some case studies are just a few pages, and others read like books. But they all follow this basic structure. Here’s how to get started. 

Come up with a result-oriented title

Create a working title for your case study. (You can rename or edit it later.) Your title is essential because it has to grab attention, but it’s also the main point of your case study. Here’s how to get it right.

Your title is the solution to your problem. First, write down the exact problem that you solved. It needs to be a measurable problem with an equally measurable solution. Here’s an example to get you started. Company X helped Company Y increase sales turnaround time by z with a streamlined process. So the title could be something like “Improve onboarding efficiency by 40% with video tutorials.”

As you’re writing, you may come across a more compelling statistic or fact to use as your title. Take note of it, and use it. But start your case study with a title. Your title announces the ending, and in this case, that’s helpful to you and the reader. The outcome convinces your reader to look through the case study, and you will also know where your writing needs to go if you know the outcome you are explaining. 

Introduce the customer 

You need to give some background information on the customer. This is the customer that is the subject of the case study. 

Start general with your customer introduction. You want the reader to connect with the subject so they can relate to the customer and their problem. Then move into more specific information so you can explain how you saved the day. 

Explain the customer’s problem

From there, state the customer’s problem. You or your product must fix, change, or create a solution. Describe how to measure their problem because later, you will want to talk about the corresponding measured success. 

Describe your strategy for solving their problem

Your customer’s problem now becomes your goal. You are addressing their pain point with your solution. You need to break your solution down into actionable steps. Explain the strategy and action behind how you solve their problem. 

Give results with visuals and stats

From there, explain what worked with your strategy. Results should always be measurable. And with digital marketing analytics, there are infinite ways to measure success. Don’t overwhelm with too many numbers, but show the most compelling numbers. Take the time to design visuals that display your data best. 

It’s also an excellent place to use customer testimonials. You want to appeal to both sides of the brain. Show the numbers, and also give the anecdotal experience of what the experience was like for your customer. 

Conclusion with a CTA

Your conclusion should summarize your case study. It should also give the reader the next steps for solving their problem. You could ask them to schedule a consultation, buy a product, or give you a call. 

Marketing case study template

Not sure where to start? Grab our case study infographic to get started:

How do you write a case study?

It can be hard to know where to start with writing case studies. Case studies appear simple; many can be as short as 500 words. But it takes a lot of work and editing to writing concisely. You have a short time to prove your case and convince your reader that the results worked. 

Follow the case study structure

We outline this above (and provided a handy infographic as well). This is the best way to get started. Use our structure to begin your outline. Fill in the gaps. 

Define a problem that your typical or ideal customer has

The most important part of your case study is a well-defined problem. You can't fix a vague problem and definitely can’t measure success. So don’t start with a problem that isn’t specific. 

You also don’t want to take the time to write a case study that won’t appeal to your typical customer. So think about what your prospects typically contact you about, and write a case study that addresses these needs. 

Provide measurable solutions

Just like your problem, your solution needs to be measurable. Your solution should be simple to explain. Here’s an example:

The client struggled with bookkeeping and invoicing. After establishing a system with our strategies and software, the client decreased accounting time by 6 hours a month and collected 40% more money on time. 

In the scenario above, you should explain your system and strategies in your case study. Nothing should ever be secret to potential customers. You must demonstrate competence, knowledge, honesty, and straightforwardness with your case study. 

Gather testimonials that address each section of the case study

Client testimonials speak to potential customers. You’re building trust with client testimonials. Be sure to gather the right quotes from your customers by asking the right questions. A good rule of thumb is to ask questions that go with each section of your testimonial. This way, you have a variety of quotes that all sound different. It’s key to ask the right questions and not overwhelm your interview subjects with too many questions. 

Illustrate your case study with data

Prove your claim with data. Data drives your point home. Don’t overwhelm your case study with too much data. Instead, choose the data points that prove that you accomplished your goal. Take the data and make it visual so that it's easier to understand and the reader can clearly see it. Explain how the data points demonstrate that you accomplished your goal. 

Make sure your case study tells a story

Edit your case study carefully so that it tells a straightforward story. It isn’t always about explaining every detail. But instead, take your reader on a journey of how you solved a problem for your client or customer. It’s often recommended that you position yourself as a hero. You need to create a story that places you as a hero so that others seek out your services or products. 

Use case studies to convert leads into customers

We write case studies. A professional content marketer can help with:

• Case study copy : We can tell your story right and show your potential clients the relevant details about your business. 
• Case study interviews : We know how to ask the right questions to get the right quotes and testimonials. 
• Analysis : We can make sense of your stats and connect them to your story. 
• Design : The finished product needs to look its best. We can create attention-grabbing case studies to include in your future sales meetings.

Contact us today to get started.

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• B2B Marketing , Convert

How to Create a Case Study That Converts: The Ultimate Guide for Businesses

Do you want to learn how to create a case study that sells more products and services? This guide will walk you through the process of creating a compelling case study that will help convince potential customers to buy from you.

We’ll discuss what makes a great case study and provide tips for writing one that is both persuasive and interesting. So what are you waiting for? Let’s get started!

Want to save time and get some assistance developing a case study strategy for expanding your business? Watch our free 7-minute training and download our PDF workbook here .

TIME & STRESS SAVING TIP: Outsource your case study creation  

Mixed formats.

• Daniel Daines-Hutt: Turn your case study into a "how-to" article

This post may contain affiliate links, meaning I receive a small commission at no cost to you when you make a purchase. This helps me pay to keep this site going and to bring all these free resources to you. As an Amazon Associate, I earn from qualifying purchases.

What is a case study, and why is it important?

The biggest challenge for small businesses selling any product or service is proving to potential customers that you can deliver on your promises.

When a prospective buyer considers whether or not they will purchase from you, the biggest question is: “Can this business actually do what they say they can do?”

This is where a case study comes in. A well-written case study will show potential customers that you have successfully helped other businesses achieve their goals and that you can do the same for them.

Case studies can be incredibly effective selling tools – but only if they’re persuasive and interesting to read. There are a few key things you need to keep in mind when writing a case study to achieve this. We’ll take a look at what these are below.

What is a marketing case study?

It’s commonly said that when it comes to online marketing, “content is king.”

A compelling case study is a valuable marketing tool since, unlike other forms of content, it is one piece of content that is created to assist you in gaining credibility and trust with potential customers. This, in turn, aids your ability to sell more.

Effective case studies will highlight some key information:

• a compelling story
• profile the target audience
• highlight previous customers and how each customer began their journey with you
• mention the customer’s industry
• present key problems, and the primary pain point, that your client experienced when they engaged your business
• gives the reader a step by step guide to how you went about solving the client’s problem
• showcase positive results

Business case study examples

Hubspot – software product

Hubspot is a software company that provides a marketing and sales software platform. Their website features a case study directory, and they have over 281 case studies published (when we last checked).

Below is an example of a customer case study published on Hubspot’s website.

Dent – education & training

Dent are worldwide leaders in entrepreneurial strategy, media, and technology for businesses. They offer popular business accelerator programs, training workshops, and events for entrepreneurs.

Co-founder Daniel Priestley recently shared in his group:

“The POWER of a “RESULTS PAGE”

No doubt, over the years, you’ve achieved all sorts of amazing things with your clients.

They’ve probably sent you gushing texts and tweets. They’ve probably told you they’d be willing to record a video testimonial. They’ve probably sent you a picture of their results that you helped them to get.

But, as human nature would have it, you’ve become a bit blasé to this. If you’ve been in your industry for a while, crushing it with clients, you’re no longer surprised when someone gets the results.

I want to encourage you to create a special place to capture all of this stuff.

Recently one of our team members started collating some of the results and stories sitting around Dent and they put it all together in this Results Page https://www.dent.community

It’s a powerful asset that we can share with potential clients or people who have just become a client.”

Below is a screenshot of what the page looks like.

Dent features customer case studies as videos on their youtube channel (they embed them onto their website ) and interviews on their podcast ( here’s an example ).

Superfast Business – business coaching membership

SFB is a business resource to help online business owners get plenty more profit while working a lot less. It’s a paid membership community where members can receive coaching from online business veteran James Schramko.

When you land on the home page, you can immediately see evidence of customer success through a series of testimonial-style case studies.

Another fantastic way that James shares client case studies are through interviews on his SFB podcast. Here’s a recent example .

Tips For Creating an Effective Case Study

Tip #1 who are your prospective customers create each case study with a single customer in mind..

To be effective as a sales and marketing tool, you need to keep your potential customers in mind when creating a customer case study.

Future customers will want to see that you have worked with businesses or individuals like them in the past and that you understand their specific needs.

It would be best to profile your target audience in the case study itself. For example, if you are targeting accounting businesses, mention this explicitly.

The more relevant your case study is to your potential customers, the more likely it is to be effective in selling your product or service.

Tip #2 Have a strategy for marketing case studies

As with any form of marketing, you’ll need a plan for how case studies will aid in the achievement of your marketing and company objectives.

You can’t just publish them on your website and hope that people will find them. You need to be proactive in promoting them. You’ll also want to be strategic about:

• What case studies you’ll produce
• What stories do you want to tell to attract and convert prospective buyers
• Which clients you’ll profile first
• How you’ll use them to generate leads and sales

Your case study marketing strategy will be most effective if you integrate it into your overall content marketing strategy .

Tip #3 Find the right case study candidate

Remember how we said it’s super important to think about who your prospective customers are earlier?

When choosing a case study subject, it makes sense to identify a person (or business) that represents your target audience.

For example, if you target 7-figure e-commerce businesses, choosing a 7-figure e-commerce business as your case study subject would be best.

You also want to find a client who is willing to be candid about their experiences working with you and who will be able to provide detailed information about the results they achieved.

Once you have selected your candidate, reach out and explain what you’re working on and why you think their story would be valuable for other potential customers to hear.

If they’re onboard, schedule an interview (in person or over the phone) so that you can gather more information.

We also recommend that you get a written agreement from your client stating that they consent to the case study being published and used to promote your company.

Tip #4 Capture important details during case study research

So you’ve got a client lined up to interview for a case study, but what should you ask them during the interview? How do you make sure you get all the information you need?

Here are a few key questions to ask:

• What specific challenges were you facing before working with us?
• What was your thought process in deciding to work with us? What were specific criteria critical in your decision making process?
• What specific results have you achieved since working with us?
• Would you recommend our company to other businesses or individuals in your industry? How come? 

Of course, every case study will be different, and you’ll want to tailor your questions to fit the particular client and situation. These questions should serve as a starting point.

Once the interview is over, be sure to thank your client for their time and follow up with any additional questions that may have come up during the conversation.

Tip #5 Collect customer quotes

I often get asked what’s better – customer testimonials or case studies ?  Here’s the thing, I believe it’s advantageous to have both.

Case studies offer potential customers a more in-depth look at how you’ve helped other businesses achieve their goals. At the same time, testimonials are great for providing quick social proof and building trust.

If I had to choose one or the other, I would go with case studies every time.

The main reason is that they allow you to tell a complete story about the results your customer achieved by working with you.

Include direct quotes from your customer in their own words throughout the case study itself. That way, readers can get a sense of your client’s experience working with you.

Tip #5 Write a case study using a case study template

Now that you’ve conducted your interview and gathered all the necessary information, it’s time to write up the case study .

So what should your case study content contain? 

Generally speaking, all good case studies follow a similar structure:

The client’s profile can include information about their business, their specific industry, and the initial challenge they were facing when they came to you for help.

The problem – detail the primary pain point that your client was experiencing before they engaged your business. This is the background information required to paint a “before” picture for anyone reading the case study. It’s a fantastic idea to include frequent sales objections in this portion of the case study so that you can address them.

The solution – explain how you went about solving your client’s problem. Include details about your process, any unique insights or specific strategies you used, and what tools and resources you employed.

The results – highlight the positive outcomes that your client achieved due to working with your product or service. Be sure to use hard data (numbers) wherever possible to demonstrate the impact of your work.

Use our 7P framework for crafting compelling case studies.

This framework combines the standard case study structure above with elements of Joseph Campbell’s Hero’s Journey, conversion copywriting, and research on what successful B2B brands are doing.

Here’s a short video where I walk through the framework and provide an example case study at the same time.

Want a PDF version of our process for crafting compelling case studies, including email templates we send to clients to invite them to participate? Download our free PDF guide here.

Tip #6 Share your final draft with your client for publishing approval 

Once you’ve drafted the whole story, it’s time to share it with your client for approval before you hit publish.

Be sure to give them plenty of time to review the case study and make any changes they feel are necessary.

After all, this is their story – not yours.

It’s also important to clearly understand what type of feedback they expect from you. Are they looking for editorial comments only? Or do they want help with copywriting or design as well?

Once you have their approval, you’re ready to move on to the final step.

Tip #7 How to promote your case study

What good is it to document your client’s impressive results if no one gets to hear about them?

Now that you’ve written a great case study, it’s time to put it in front of as many people as possible.

Here are some ideas to get you started:

• Share it on social media
• Add it to your email signature
• Include a link to it in your next newsletter
• Send a personalized case study link to prospective customers

Here’s an example of how one of our clients shared their customer case study on social media.

Below Meryl Johnston, Bean Ninjas Founder and Advisor, shares what happened after the case study was shared on Twitter.

Want some more ideas on how to promote your case studies? Check out our article – 15 Ways to Share Your Business Case Studies With The People Most Likely To Buy

Case study creation can be time-consuming, especially if you’re not a professional writer.

One way to free up some time in your schedule is to outsource the creation of your case studies to a specialist. With a seasoned case study service, you can delegate the entire process of scheduling clients, interviewing them, and producing case studies to someone else.

You can also use an AI copywriting tool like Jasper to help write.

Both options will allow you to focus on other areas of your business while still getting high-quality case studies created regularly.

Our clients appreciate the fact that outsourcing their case studies guarantees that it is crossed off their to-do list.

When done correctly, case studies are an extremely powerful marketing tool that can help you close more deals and drive more sales.

Check out our done-for-you case study packages or schedule a free 15-min consultation if you have any questions.

Case study formats – which is the best for your audience?

Case studies can be presented in a variety of media formats. Which is the best format? It depends on your audience and what you think will be the most effective way to reach them.

Some standard formats for case studies include written, video, audio, and PDF. Here’s a breakdown of each.

Blog post / Written Case Study

A blog post is an excellent option to make your case study easily accessible on your website. You can also share blog posts on social media or other online spaces.

Here’s an example of a case study article that we produced for Bean Ninjas’ client Bento .

Video Case Study

Videos are becoming increasingly popular as a way to consume content online. If you have the resources, creating a short video case study can be an effective way to reach your target audience.

Here’s an example of a case study video that we helped to produce for The Growth Hub global:

Infographic Case Study

An infographic is another option for making your case study more visually appealing. This can be a good option if you want to share your case study on social media or other online spaces.

Podcast Case Study

Why not record an audio interview with your client and turn it into a podcast episode? This can be a great way to reach an audience that prefers to consume content on the go, and it’s also fantastic for clients that are camera shy.

Downloadable PDF

PDFs are a popular format since they can be easily downloaded and shared. They also look professional and can be printed out if needed.

When it comes time to create your case study, remember to keep your audience in mind and choose a format that will be most effective in reaching them.

In our experience producing case studies for services businesses, agencies and software companies, it’s a good idea to have a mix of formats available.

Many prospects will want to read a written case study, but there will also be those that prefer to watch a video or listen to a podcast.

By having multiple formats available, you can make sure that you are catering to the needs of all your prospective customers.

Case study quotes and insights from successful B2B companies

Why and how hubspot uses case studies for marketing ft. natalie gullatt.

Hubspot is a leading inbound marketing and sales platform. They use case studies as part of their sales process, and they heavily invest in them. In this video, Natalie Gullatt of Hubspot shares some insight into why case studies are integral to their marketing strategy.

How often should you create customer case studies?  Taki Moore shares his system.

The best minds in business recommend creating customer case studies regularly to keep your sales pipeline full and your business growing. How often is up to you and your team, but we suggest creating at least one case study per month.

Taki Moore shares his simple system for regularly identifying clients to feature in case studies in this video. 

Why case studies are powerful for marketing and why you need to keep producing them  – Justin Wise, The Different Company

Justin Wise , Co-Founder at The Different Company with Mike Michalowicz, helps driven online entrepreneurs to attract attention, secure right-fit clients, and grow profits through constant experimentation.

Justin and Mike are big believers in the power of customer success stories for selling more of their products and training programs, and it’s something they encourage their clients to do as well.

In this video, Justin shares why customer case studies are so effective and why you need to keep producing them.

Glen Carlson’s #1 tip for producing effective case studies that help sell

Glen Carlson is an award-winning entrepreneur and co-founder of Dent.

Dent is a multi-award-winning business and leadership development company with structured training programs facilitated by successful business speakers and mentors.

In this video, Glen shares his tip for producing great case studies.

Daniel Daines-Hutt: Turn your case study into a “how-to” article

Do you want your case study to stand out and get more traffic through search engine optimization and sharing? Then follow this pro tip from seasoned content marketer Daniel Daines-Hutt.

Daniel recommends turning your case study into a “how-to” article. This strategy has worked well for Daniel, and he explains why here:

“The reason being I can actually rank that piece of content as a top of funnel piece where someone is searching for a solution. It works well because I’m giving away 99% upfront, and you can see it and say…

That’s amazing. I want to read this article and do it myself. Or I want to do it myself, but I want more information. I can see everything that’s been done, but I don’t want to do it myself. How do I hire them?

That’s why I got so many client requests because they could see exactly what they were going to get in the article.”

Here’s a video of Daniel talking about case studies: 

Ready to get started with creating your next case study?

So, you’ve decided to create a case study. Congratulations! Case studies are a powerful tool for marketing your products or services and can be a great way to increase sales. But how do you make sure that your case study is effective?

This article shares seven tips for creating a case study that converts. Follow those tips, and you’ll be on your way.

Case Study FAQ

What is the purpose of a business case study.

A business case study aims to tell the story of how your product or service helped a specific client achieve awesome results.

How long should a case study be?

The length of a case study can vary depending on your chosen format. A written case study may be several pages long, while a video case study may only be a few minutes long.

Where can I promote my business case studies?

Where you promote your case studies will be determined by your intended outcome (and strategy) for creating them.

For lead generation: – Content marketing e.g. articles, podcasts, videos – Social media – Pay per click advertising (case studies can be particularly effective for retargeting ads) – Lead magnet landing page – Featured media section on your Linkedin profile

For improved sales results: – Landing pages – Sales page – Email nurture series / welcome series – Sales presentations / webinars – Sales proposals

For client retention: – During your new clients’ onboarding process

Want some more ideas? Check out our article – 15 Ways to Share Your Business Case Studies With The People Most Likely To Buy

When is the best time to ask clients for a case study?

The best time to ask clients for a case study is after they have seen results from working with you. Ideally, you want to wait until they are happy with the results and are ready to sing your praises.

What are some marketing case study examples?

You can view some case studies that we’ve produced for our clients here .

Where can I find someone to help me create case studies for my business?

You’ve come to the right place. Authentic Marketer specializes in producing done-for-you case studies for B2B services, software companies, and online course creators. Check out our packages here .

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How to create an impactful digital marketing case study.

In-depth case studies highlight your successes and give you the chance to show – rather than tell – your prospects how your services can help them. 

When creating case studies, most digital marketing companies put too much focus on themselves. Their idea of writing a good case study is to sing praises about their services. They even forget to inform their clients of the importance of adding case studies to an overall marketing plan .

However, it will never appeal to your target audience. In fact, your case study will sound like every other case study that your prospects have read.

The good thing is that you can transform your case study into a masterpiece. In this guide, we will help you write an impactful digital marketing case study. 

What is a Digital Marketing Case Study? 

A case study is an in-depth account that showcases how your service solved your customers’ marketing challenges. Case studies are stories with your client as the protagonist, a problem, and a solution. You want to structure your story in a way that encourages readers to picture themselves as the customer. 

Benefits of a Digital Marketing Case Study

Here are some specific benefits of using digital marketing case studies:

Demonstrate value: They can demonstrate the value of a business’s products or services by showing how the products have been used to solve specific problems or achieve specific results.

Build credibility: Case studies can provide social proof that a business’s products or services are effective and can help to build credibility with potential customers.

Attract new customers: By showcasing the success that a business has had with digital marketing, case studies can attract new customers who are looking for similar results.

Generate leads: Case studies provide a way for potential customers to learn more about a business and its offerings.

Provide inspiration : It helps potential customers see what has worked for others and giving them ideas for how they can apply similar tactics to their own marketing efforts.

5 Steps to Create an Impactful Case Study 

An effective digital marketing case study puts your prospects in the client’s shoes. The goal is to offer a compelling story that gets prospects invested in your services. Try these five steps.

Step #1: Determine the Purpose of Your Case Study 

Digital marketing companies use case studies for several purposes, including to show service implementation, marketing ROI increases, and client satisfaction.

Your target audience should self-identify with the subject. From your case study, prospects can determine if your business can meet their needs and challenges.

Step #2: Use the Right Clients in Your Analysis

Finding the right clients is the key to appealing to your prospects. Consider answering these questions in your case study analysis:

• Is the client enthusiastic about your digital marketing services? 
• Does the client understand your services and operations well enough to discuss them? 
• Will the client allow you to share data, like revenue increases? 
• Did you manage to positively impact the client’s digital marketing ROI ?

Select clients that know your business well. This is helpful when you are trying to increase trust and build engagement. 

Step #3: Select a Format for Your Case Study 

Different case study formats appeal to different groups. For example, if you are targeting busy CEOs with your case study, a format that allows readers to quickly digest information will be more ideal. Here are three popular formats for case studies.

1. Infographics

This format allows readers to easily scan a lot of information. Infographics highlight the most important facts.

Birchwood Case Study Infographic

Online video is growing in popularity. According to Wyzowl , the number of hours people spend watching online videos every week has nearly doubled since 2018. Moreover, 81% of digital marketers report video marketing has helped improve their company’s bottom line.

Video case studies allow you to: 

• Add a real face to the story
• Show the client’s emotions about your services
• Highlight specific on-camera messages

Written case studies like eBooks are more exhaustive. Your eBook can be several pages long and incorporate graphs and charts. This format allows prospects to take a deeper look at your clients’ stories. 

Step #4: Ask the Right Questions

Be prepared to ask the right questions when interviewing your clients. Your goal is to ask questions that build a high-quality narrative. 

Stay away from yes/no questions. These questions do not allow your clients to explain their thoughts. Instead, stick with open-ended questions that will encourage the client to provide details. Here are a few questions you can use: 

• What challenges were you facing before investing in our digital marketing services? 
• What goals did your company have when we started working together?
• How did our services help you achieve your goals? 
• How has your company benefited from our digital marketing services?

Letting your clients tell their stories also allows you to show your company’s achievements rather than just talk about them. To achieve the best results, you will need to pair your client’s responses with results. 

When showing results, put your focus on data. Show your prospects the amount of money you helped your clients save ot how much you boosted your client’s sales. Below is an example of how to use data in your digital marketing case study.

Digital Training Academy

Step #5: Promote Your Case Study 

The last step is to distribute your case study through multiple marketing channels. You can send the case study to prospects on your email list. 

Or you can add a link to the case study in a blog post. You also may want to add excerpts of the case study on your pricing page to persuade prospects.

You also can share your case study on social media. Here are a few tips:

• Facebook – Post your video and infographic case studies in groups.
• Instagram – Share the visual data of your case studies to spark a conversation.
• YouTube – Post the entire video case study along with notes in the description.
• Twitter – Share quotes from clients to grab your followers’ attention.

Example of a Digital Marketing Case Study

Title: Increasing E-commerce Sales through Targeted Digital Marketing

Objective: A case study showcasing how Company XYZ, an online retailer, utilized digital marketing strategies to boost e-commerce sales and drive customer engagement.

Background: Company XYZ is an e-commerce company specializing in fashion apparel and accessories. Despite having a wide product range and a user-friendly website, they were facing challenges in increasing online sales and reaching their target audience effectively.

Digital Marketing Strategy:

• Comprehensive Audience Analysis: Company XYZ conducted an in-depth analysis of their target audience to understand their demographics, preferences, and online behavior. This involved analyzing website analytics, conducting surveys, and leveraging social media listening tools to gather valuable insights.
• Search Engine Optimization (SEO): The company implemented a robust SEO strategy to improve organic visibility and drive targeted traffic to their website. This included optimizing product descriptions, implementing relevant keywords, and enhancing website structure and navigation.
• Pay-Per-Click Advertising (PPC): Company XYZ launched targeted PPC campaigns on platforms like Google Ads and social media channels. They identified relevant keywords, crafted compelling ad copy, and optimized landing pages to maximize conversions. They also utilized audience targeting options to reach specific customer segments.
• Social Media Marketing: Leveraging the insights gained from the audience analysis, Company XYZ identified the social media platforms where their target audience was most active. They created engaging content, including visually appealing images and videos, to promote their products and encourage user engagement. They also collaborated with influencers in the fashion industry to expand their reach and credibility.
• Email Marketing Campaigns: Company XYZ developed personalized and segmented email marketing campaigns to nurture leads and drive repeat purchases. They sent targeted promotions, product recommendations, and exclusive discounts to specific customer segments based on their preferences and purchase history.
• Remarketing and Retargeting: To re-engage potential customers who had visited their website but did not make a purchase, Company XYZ implemented remarketing and retargeting strategies. They served tailored ads to these users across different digital platforms to remind them of the products they had shown interest in and encourage them to complete their purchase.
• Increased Website Traffic: Through the implementation of SEO strategies and targeted PPC campaigns, Company XYZ experienced a significant increase in website traffic. Organic search traffic improved by 35%, and paid search campaigns resulted in a 50% increase in click-through rates.
• Improved Conversion Rates: The optimized landing pages and targeted advertising efforts led to a 20% increase in conversion rates. The personalized email marketing campaigns also contributed to higher customer engagement and repeat purchases.
• Enhanced Social Media Engagement: Company XYZ witnessed a 40% increase in social media followers and a significant improvement in engagement metrics such as likes, comments, and shares. Collaborations with influencers further expanded their reach and helped build brand credibility.
• Revenue Growth: As a result of the combined digital marketing efforts, Company XYZ experienced a 30% increase in e-commerce sales within six months. The higher conversion rates, repeat purchases, and improved customer engagement contributed to a substantial growth in revenue.

Conclusion: Through a well-executed digital marketing strategy encompassing SEO, PPC advertising, social media marketing, email campaigns, and remarketing, Company XYZ achieved remarkable results in increasing e-commerce sales, driving website traffic, improving conversion rates, and enhancing customer engagement. The successful case study demonstrates the power of targeted digital marketing in achieving business goals and attaining measurable results in the online retail industry.

About the Author

Mathenge is a professional freelance writer. He creates high-ranking content for online business owners. He also helps online entrepreneurs create amazing copies that encourage their audience to take action. Follow on Twitter @254Mathenge .

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245 episodes

Podcast for Female Entrepreneurs and Christian Entrepreneurs to help you improve your marketing and social media strategy so you can make more money. Every week your host Kay Hillman is going to share tips and tricks about social media marketing, mindset, and sales strategy. You'll learn how to start, grow, and scale a service based or coaching business - God's way. From how to create a solid foundation for starting your business to how to strategically plan the next 6-months of marketing for your business - we will cover all things marketing, attracting more clients, converting sales, and more. Sis,it's time for you to up-level your mindset, marketing, and sales. In this space we show up as our authentic selves - that means embrace being part of a community where we are low-key ratchet and high key saved - OKAY!!! Kay Hillman is a scientist, turned 5-figure photographer, turned marketing and business strategist for female service providers building profitable businesses. She helps confused business owners find clarity, create aligned marketing strategies, and grow their impact and income with ease. Kay believes in serving and empowering women through faith so they can live in abundance and alignment with their calling and purpose in life. Listen - you don't have to be a broke Christian. In this space we are going to be RICH mentally, physically, spiritually, and financially. LETS GET THIS SCHMONEY. Work with me: becomingceo.co/program Connect: https://www.instagram.com/momsdobusinessdifferent Find the FB Group: Moms Do Business Different Email me: [email protected]

Moms Do Business Different - Online Marketing, Sales Strategy and Mindset Tips for Christian Mom Entrepreneurs‪!‬ Kay Hillman

• 5.0 • 66 Ratings
• NOV 2, 2023

241. Pros and Cons to having an application process for your offers - Why I brought back applications

Today I'm deep diving into a few reasons why I brought back my application process. I'm sharing my thought process behind applications for services and coaching offers as well as a few cons that may come up. Neither option is right or wrong but I wanted to share my perspective on why and how I'm going to use my application process.  ------------- Join the Mom's Do Business Different Accelerator a 1:1 marketing and sales program for moms who want to reach consistent five figure (high cash) months doing the bare minimum. You will be supported in mapping out your sales system using psychology, five figure launches, high converting content, fine tuning your messaging, and be surrounded with a group of women that are working towards the $20K/Month range - all in less than 20 hours/week! MDBD is perfect for you if you want to make more doing the bare minimum while still making a huge impact and delivering a life changing transformation for your clients. I want you to create a business that is profitable, predictable, and peaceful.  ------------ Grab the FREE $CHMONEY Mama Roadmap which is your guide from no figures to multiple six figures. Inside you'll identify what stage of growth your business is in, as well as have a clear map to see where you currently are in business, where you wanna be, and how to get there. Inside I'll share with you where you'll focus in each phase as you go from $0 to consistent $3-5K months to scaling to multiple six figures - all with tiny humans at your side. ------------ Join the $CHMONEY Mama Membership for $77 TODAY! This is our monthly membership to receive resources, tools, and community to help you strategically and energetically bring in more sales. We focus on prioritizing the things that make you MONEY (aka learn the actions to sign clients)! Learn how to create an offer, 3x your visibility & leads, make high converting content, sell, and sign MVP clients who say “take my SCHMONEY.” $CHMONEY is all about teaching you how to make more money every. single. day. See you inside!  ------------ Get the show notes here: momsdobusinessdifferent.com/241 Links and Resources Join the SCHMONEY Gang Email list for the TEA - CEO Corner Newsletter Join the Mom's Do Business Different Lifetime Group Coaching Experience Kay Hillman Photography - Branding or VIP Experience Follow me on Instagram: @mrskayhillman Follow the podcast on Instagram: @momsdobusinessdifferent

• OCT 31, 2023

240. Why you should start the New Year, TODAY...

Sharing a stream of consciousness on why you should start the New Year, today. You don't have to wait for the new year or a random date in january to plan and get started on embodying who you are becoming in the new year. What if today could be your day one? How different can the next 30, 60, 90+ days look? ------------- Join the Mom's Do Business Different Accelerator a 1:1 marketing and sales program for moms who want to reach consistent five figure (high cash) months doing the bare minimum. You will be supported in mapping out your sales system using psychology, five figure launches, high converting content, fine tuning your messaging, and be surrounded with a group of women that are working towards the $20K/Month range - all in less than 20 hours/week! MDBD is perfect for you if you want to make more doing the bare minimum while still making a huge impact and delivering a life changing transformation for your clients. I want you to create a business that is profitable, predictable, and peaceful.  ------------ Grab the FREE $CHMONEY Mama Roadmap which is your guide from no figures to multiple six figures. Inside you'll identify what stage of growth your business is in, as well as have a clear map to see where you currently are in business, where you wanna be, and how to get there. Inside I'll share with you where you'll focus in each phase as you go from $0 to consistent $3-5K months to scaling to multiple six figures - all with tiny humans at your side. ------------ Join the $CHMONEY Mama Membership for $77 TODAY! This is our monthly membership to receive resources, tools, and community to help you strategically and energetically bring in more sales. We focus on prioritizing the things that make you MONEY (aka learn the actions to sign clients)! Learn how to create an offer, 3x your visibility & leads, make high converting content, sell, and sign MVP clients who say “take my SCHMONEY.” $CHMONEY is all about teaching you how to make more money every. single. day. See you inside!  ------------ Get the show notes here: https://momsdobusinessdifferent.com/240  Links and Resources Join the SCHMONEY Gang Email list for the TEA - CEO Corner Newsletter Join the Mom's Do Business Different Lifetime Group Coaching Experience Kay Hillman Photography - Branding or VIP Experience Follow me on Instagram: @mrskayhillman Follow the podcast on Instagram: @momsdobusinessdifferent

• OCT 29, 2023

239. New Name... who dis? Welcome to Moms Do Business Different

It's Me! (Kay Hillman!) HI! We are entering a new era ;) ------------- Join Mom's Do Business Different a 1:1 marketing and sales program for moms who want to reach consistent five figure (high cash) months doing the bare minimum. You will be supported in mapping out your sales system using psychology, five figure launches, high converting content, fine tuning your messaging, and be surrounded with a group of women that are working towards the $20K/Month range - all in less than 20 hours/week! MDBD is perfect for you if you want to make more doing the bare minimum while still making a huge impact and delivering a life changing transformation for your clients. I want you to create a business that is profitable, predictable, and peaceful.  ------------ Grab the FREE $CHMONEY Mama Roadmap which is your guide from no figures to multiple six figures. Inside you'll identify what stage of growth your business is in, as well as have a clear map to see where you currently are in business, where you wanna be, and how to get there. Inside I'll share with you where you'll focus in each phase as you go from $0 to consistent $3-5K months to scaling to multiple six figures - all with tiny humans at your side. ------------ Join the $CHMONEY Membership for $77 TODAY! This is our monthly membership to receive resources, tools, and community to help you strategically and energetically bring in more sales. We focus on prioritizing the things that make you MONEY (aka learn the actions to sign clients)! Learn how to create an offer, 3x your visibility & leads, make high converting content, sell, and sign MVP clients who say “take my SCHMONEY.” $CHMONEY is all about teaching you how to make more money every. single. day. See you inside!  ------------ Get the show notes here:  Links and Resources Join the SCHMONEY Gang Email list for the TEA - CEO Corner Newsletter Join the Mom's Do Business Different Lifetime Group Coaching Experience Kay Hillman Photography - Branding or VIP Experience Follow me on Instagram: @mrskayhillman Follow the podcast on Instagram: @momsdobusinessdifferent

• OCT 26, 2023

238. [CASE STUDY] Optimizing and your pricing and product suite

I’ve talked about pricing on the podcast previously but I want to deep dive into what it looks like to price for profit and why high ticket isnt the only way. I share the background strategy behind two different clients pricing structure as well as my product suite and how it supports my overall pricing strategy.  Other episodes about pricing: Episode 163 - How to price your services and offers (a step by step) Episode 216 - How to communicate the value of your offer and stand on your pricing ------------- Join Mom's Do Business Different a 1:1 marketing and sales program for moms who want to reach consistent five figure (high cash) months doing the bare minimum. You will be supported in mapping out your sales system using psychology, five figure launches, high converting content, fine tuning your messaging, and be surrounded with a group of women that are working towards the $20K/Month range - all in less than 20 hours/week! MDBD is perfect for you if you want to make more doing the bare minimum while still making a huge impact and delivering a life changing transformation for your clients. I want you to create a business that is profitable, predictable, and peaceful.  ------------ Grab the FREE $CHMONEY Mama Roadmap which is your guide from no figures to multiple six figures. Inside you'll identify what stage of growth your business is in, as well as have a clear map to see where you currently are in business, where you wanna be, and how to get there. Inside I'll share with you where you'll focus in each phase as you go from $0 to consistent $3-5K months to scaling to multiple six figures - all with tiny humans at your side. ------------ Join the $CHMONEY Membership for $77 TODAY! This is our monthly membership to receive resources, tools, and community to help you strategically and energetically bring in more sales. We focus on prioritizing the things that make you MONEY (aka learn the actions to sign clients)! Learn how to create an offer, 3x your visibility & leads, make high converting content, sell, and sign MVP clients who say “take my SCHMONEY.” $CHMONEY is all about teaching you how to make more money every. single. day. See you inside!  ------------ Get the show notes here:  Links and Resources Join the SCHMONEY Gang Email list for the TEA - CEO Corner Newsletter Join the Mom's Do Business Different Lifetime Group Coaching Experience Kay Hillman Photography - Branding or VIP Experience Follow me on Instagram: @mrskayhillman Follow the podcast on Instagram: @momsdobusinessdifferent

• OCT 24, 2023

237. [CASE STUDY] 632 email subscribers and 18 high ticket clients from collaborations

Today I'm sharing a case study around the results of participating in 2 collaborations. I share: What i learned What i’d do differently What I’m testing going forward ------------ Join Mom's Do Business Different a 1:1 marketing and sales program for moms who want to reach consistent five figure (high cash) months doing the bare minimum. You will be supported in mapping out your sales system using psychology, five figure launches, high converting content, fine tuning your messaging, and be surrounded with a group of women that are working towards the $20K/Month range - all in less than 20 hours/week! MDBD is perfect for you if you want to make more doing the bare minimum while still making a huge impact and delivering a life changing transformation for your clients. I want you to create a business that is profitable, predictable, and peaceful.  ------------ Grab the FREE $CHMONEY Mama Roadmap which is your guide from no figures to multiple six figures. Inside you'll identify what stage of growth your business is in, as well as have a clear map to see where you currently are in business, where you wanna be, and how to get there. Inside I'll share with you where you'll focus in each phase as you go from $0 to consistent $3-5K months to scaling to multiple six figures - all with tiny humans at your side. ------------ Join the $CHMONEY Membership for $77 TODAY! This is our monthly membership to receive resources, tools, and community to help you strategically and energetically bring in more sales. We focus on prioritizing the things that make you MONEY (aka learn the actions to sign clients)! Learn how to create an offer, 3x your visibility & leads, make high converting content, sell, and sign MVP clients who say “take my SCHMONEY.” $CHMONEY is all about teaching you how to make more money every. single. day. See you inside!  ------------ Get the show notes here:  Links and Resources Join the SCHMONEY Gang Email list for the TEA - CEO Corner Newsletter Join the Mom's Do Business Different Lifetime Group Coaching Experience Kay Hillman Photography - Branding or VIP Experience Follow me on Instagram: @mrskayhillman Follow the podcast on Instagram: @momsdobusinessdifferent

• OCT 17, 2023

236. What to do when you're not in the mood to do business...

Having a candid chat about what to do and how to navigate your business when you're just not feeling it, sick, or want to take an impromptu vacay. I hope this conversation validates you and encourages you as you navigate building a business that supports your life.  Grab the FREE $CHMONEY Mama Roadmap which is your guide from no figures to multiple six figures. Inside you'll identify what stage of growth your business is in, as well as have a clear map to see where you currently are in business, where you wanna be, and how to get there. Inside I'll share with you where you'll focus in each phase as you go from $0 to consistent $3-5K months to scaling to multiple six figures - all with tiny humans at your side. ------------- Join Mom's Do Business Different a 1:1 marketing and sales program for moms who want to reach consistent five figure (high cash) months doing the bare minimum. You will be supported in mapping out your sales system using psychology, five figure launches, high converting content, fine tuning your messaging, and be surrounded with a group of women that are working towards the $20K/Month range - all in less than 20 hours/week! MDBD is perfect for you if you want to make more doing the bare minimum while still making a huge impact and delivering a life changing transformation for your clients. I want you to create a business that is profitable, predictable, and peaceful.  ------------ Join the $CHMONEY Membership for $77 TODAY! This is our monthly membership to receive resources, tools, and community to help you strategically and energetically bring in more sales. We focus on prioritizing the things that make you MONEY (aka learn the actions to sign clients)! Learn how to create an offer, 3x your visibility & leads, make high converting content, sell, and sign MVP clients who say “take my SCHMONEY.” $CHMONEY is all about teaching you how to make more money every. single. day. See you inside!  ------------ Get the show notes here:  Links and Resources Join the SCHMONEY Gang Email list for the TEA - CEO Corner Newsletter Join the Mom's Do Business Different Lifetime Group Coaching Experience Kay Hillman Photography - Branding or VIP Experience Follow me on Instagram: @mrskayhillman Follow the podcast on Instagram: @momsdobusinessdifferent

• © All rights reserved

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