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28 Case Study Examples Every Marketer Should See
Published: December 27, 2022
Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's not easy to create case studies that your audience can’t wait to read.
In this post, we’ll go over the definition of a case study and the best examples to inspire you.
What is a case study?
A case study is a detailed story of something your company did. It includes a beginning — often discussing a conflict, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.
A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer. This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial. A great case study is also filled with research and stats to back up points made about a project's results.
There are myriad ways to use case studies in your marketing strategy . From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer. Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.
Fill out the form below to access the free case study templates.
Case Study Kit + Templates
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There’s no better way to generate more leads than by writing case studies . But without case study examples to draw inspiration from, it can be difficult to write impactful studies that convince visitors to submit a form.
Marketing Case Study Examples
To help you create an attractive and high-converting case study, we've put together a list of some of our favorites. This list includes famous case studies in marketing, technology, and business.
These studies can show you how to frame your company offers in a way that is both meaningful and useful to your audience. So, take a look, and let these examples inspire your next brilliant case study design.
These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data. In other words, you don’t get just nice statements, like "This company helped us a lot." You see actual change within the firm through numbers and figures.
You can put your learnings into action with HubSpot's Free Case Study Templates . Available as custom designs and text-based documents, you can upload these templates to your CMS or send them to prospects as you see fit.
1. " How Handled Scaled from Zero to 121 Locations with the Help of HubSpot ," by HubSpot
What's interesting about this case study is the way it leads with the customer. That reflects a major HubSpot cornerstone, which is to always solve for the customer first. The copy leads with a brief description of why the CEO of Handled founded the company and why he thought Handled could benefit from adopting a CRM. The case study also opens up with one key data point about Handled’s success using HubSpot, namely that it grew to 121 locations.
Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the other text on the page. So while your case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.
Key Learnings from the HubSpot Case Study Example
- Give the case study a personal touch by focusing on the CEO rather than the company itself.
- Use multimedia to engage website visitors as they read the case study.
2. " The Whole Package ," by IDEO
Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, they’re greeted with a big, bold photo and the title of the case study — which just so happens to summarize how IDEO helped its client. It summarizes the case study in three snippets: The challenge, the impact, and the outcome.
Immediately, IDEO communicates its impact — the company partnered with H&M to remove plastic from its packaging — but it doesn't stop there. As the user scrolls down, the challenge, impact, and progress are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and intriguing visuals.
Key Learnings from the IDEO Case Study Example
- Split up the takeaways of your case studies into bite-sized sections.
- Always use visuals and images to enrich the case study experience, especially if it’s a comprehensive case study.
3. " Rozum Robotics intensifies its PR game with Awario ," by Awario
In this case study, Awario greets the user with a summary straight away — so if you’re feeling up to reading the entire case study, you can scan the snapshot and understand how the company serves its customers. The case study then includes jump links to several sections, such as "Company Profile," "Rozum Robotics' Pains," "Challenge," "Solution," and "Results and Improvements."
The sparse copy and prominent headings show that you don’t need a lot of elaborate information to show the value of your products and services. Like the other case study examples on this list, it includes visuals and quotes to demonstrate the effectiveness of the company’s efforts. The case study ends with a bulleted list that shows the results.
Key Learnings from the Awario Robotics Case Study Example
- Create a table of contents to make your case study easier to navigate.
- Include a bulleted list of the results you achieved for your client.
4. " Chevrolet DTU ," by Carol H. Williams
If you’ve worked with a company that’s well-known, use only the name in the title — like Carol H. Williams, one of the nation’s top advertising agencies, does here. The "DTU," stands for "Discover the Unexpected." It generates interest because you want to find out what the initials mean.
They keep your interest in this case study by using a mixture of headings, images, and videos to describe the challenges, objectives, and solutions of the project. The case study closes with a summary of the key achievements that Chevrolet’s DTU Journalism Fellows reached during the project.
Key Learnings from the Carol H. Williams Case Study Example
- If you’ve worked with a big brand before, consider only using the name in the title — just enough to pique interest.
- Use a mixture of headings and subheadings to guide users through the case study.
5. " How Fractl Earned Links from 931 Unique Domains for Porch.com in a Single Year ," by Fractl
Fractl uses both text and graphic design in their Porch.com case study to immerse the viewer in a more interesting user experience. For instance, as you scroll, you'll see the results are illustrated in an infographic-design form as well as the text itself.
Further down the page, they use icons like a heart and a circle to illustrate their pitch angles, and graphs to showcase their results. Rather than writing which publications have mentioned Porch.com during Fractl’s campaign, they incorporated the media outlets’ icons for further visual diversity.
Key Learnings from the Fractl Case Study Example
- Let pictures speak for you by incorporating graphs, logos, and icons all throughout the case study.
- Start the case study by right away stating the key results, like Fractl does, instead of putting the results all the way at the bottom.
6. " The Met ," by Fantasy
What's the best way to showcase the responsiveness and user interface of a website? Probably by diving right into it with a series of simple showcases— which is exactly what Fantasy does on their case study page for the Metropolitan Museum of Art. They keep the page simple and clean, inviting you to review their redesign of the Met’s website feature-by-feature.
Each section is simple, showing a single piece of the new website's interface so that users aren’t overwhelmed with information and can focus on what matters most.
If you're more interested in text, you can read the objective for each feature. Fantasy understands that, as a potential customer, this is all you need to know. Scrolling further, you're greeted with a simple "Contact Us" CTA.
Key Learnings from the Fantasy Case Study Example
- You don’t have to write a ton of text to create a great case study. Focus on the solution you delivered itself.
- Include a CTA at the bottom inviting visitors to contact you.
7. " Rovio: How Rovio Grew Into a Gaming Superpower ," by App Annie
If your client had a lot of positive things to say about you, take a note from App Annie’s Rovio case study and open up with a quote from your client. The case study also closes with a quote, so that the case study doesn’t seem like a promotion written by your marketing team but a story that’s taken straight from your client’s mouth. It includes a photo of a Rovio employee, too.
Another thing this example does well? It immediately includes a link to the product that Rovio used (namely, App Annie Intelligence) at the top of the case study. The case study closes with a call-to-action button prompting users to book a demo.
Key Learnings from the App Annie Case Study Example
- Feature quotes from your client at the beginning and end of the case study.
- Include a mention of the product right at the beginning and prompt users to learn more about the product.
8. " Embracing first-party data: 3 success stories from HubSpot ," by Think with Google
Google takes a different approach to text-focused case studies by choosing three different companies to highlight.
The case study is clean and easily scannable. It has sections for each company, with quotes and headers that clarify the way these three distinct stories connect. The simple format also uses colors and text that align with the Google brand.
Another differentiator is the focus on data. This case study is less than a thousand words, but it's packed with useful data points. Data-driven insights quickly and clearly show how the value of leveraging first-party data while prioritizing consumer privacy.
Key Learnings from the Think with Google Case Study Example
- A case study doesn’t need to be long or complex to be powerful.
- Clear data points are a quick and effective way to prove value.
9. " In-Depth Performance Marketing Case Study ," by Switch
Switch is an international marketing agency based in Malta that knocks it out of the park with this case study. Its biggest challenge is effectively communicating what it did for its client without ever revealing the client’s name. It also effectively keeps non-marketers in the loop by including a glossary of terms on page 4.
The PDF case study reads like a compelling research article, including titles like "In-Depth Performance Marketing Case Study," "Scenario," and "Approach," so that readers get a high-level overview of what the client needed and why they approached Switch. It also includes a different page for each strategy. For instance, if you’d only be interested in hiring Switch for optimizing your Facebook ads, you can skip to page 10 to see how they did it.
The PDF is fourteen pages long but features big fonts and plenty of white space, so viewers can easily skim it in only a few minutes.
Key Learnings from the Switch Case Study Example
- If you want to go into specialized information, include a glossary of terms so that non-specialists can easily understand.
- Close with a CTA page in your case study PDF and include contact information for prospective clients.
10. " Gila River ," by OH Partners
Let pictures speak for you, like OH Partners did in this case study. While you’ll quickly come across a heading and some text when you land on this case study page, you’ll get the bulk of the case study through examples of actual work OH Partners did for its client. You will see OH Partners’ work in a billboard, magazine, and video. This communicates to website visitors that if they work with OH Partners, their business will be visible everywhere.
And like the other case studies here, it closes with a summary of what the firm achieved for its client in an eye-catching way.
Key Learnings from the OH Partners Case Study Example
- Let the visuals speak by including examples of the actual work you did for your client — which is especially useful for branding and marketing agencies.
- Always close out with your achievements and how they impacted your client.
11. " Facing a Hater ," by Digitas
Digitas' case study page for Sprite’s #ILOVEYOUHATER campaign keeps it brief while communicating the key facts of Digitas’ work for the popular soda brand. The page opens with an impactful image of a hundred people facing a single man. It turns out, that man is the biggest "bully" in Argentina, and the people facing him are those whom he’s bullied before.
Scrolling down, it's obvious that Digitas kept Sprite at the forefront of their strategy, but more than that, they used real people as their focal point. They leveraged the Twitter API to pull data from Tweets that people had actually tweeted to find the identity of the biggest "hater" in the country. That turned out to be @AguanteElCofler, a Twitter user who has since been suspended.
Key Learnings from the Digitas Case Study Example
- If a video was part of your work for your client, be sure to include the most impactful screenshot as the heading.
- Don’t be afraid to provide details on how you helped your client achieve their goals, including the tools you leveraged.
12. " Better Experiences for All ," by HermanMiller
HermanMiller sells sleek, utilitarian furniture with no frills and extreme functionality, and that ethos extends to its case study page for a hospital in Dubai.
What first attracted me to this case study was the beautiful video at the top and the clean user experience. User experience matters a lot in a case study. It determines whether users will keep reading or leave. Another notable aspect of this case study is that the video includes closed-captioning for greater accessibility, and users have the option of expanding the CC and searching through the text.
HermanMiller’s case study also offers an impressive amount of information packed in just a few short paragraphs for those wanting to understand the nuances of their strategy. It closes out with a quote from their client and, most importantly, the list of furniture products that the hospital purchased from the brand.
Key Learnings from the HermanMiller Case Study Example
- Close out with a list of products that users can buy after reading the case study.
- Include accessibility features such as closed captioning and night mode to make your case study more user-friendly.
13. " Capital One on AWS ," by Amazon
Do you work continuously with your clients? Consider structuring your case study page like Amazon did in this stellar case study example. Instead of just featuring one article about Capital One and how it benefited from using AWS, Amazon features a series of articles that you can then access if you’re interested in reading more. It goes all the way back to 2016, all with different stories that feature Capital One’s achievements using AWS.
This may look unattainable for a small firm, but you don’t have to go to extreme measures and do it for every single one of your clients. You could choose the one you most wish to focus on and establish a contact both on your side and your client’s for coming up with the content. Check in every year and write a new piece. These don’t have to be long, either — five hundred to eight hundred words will do.
Key Learnings from the Amazon AWS Case Study Example
- Write a new article each year featuring one of your clients, then include links to those articles in one big case study page.
- Consider including external articles as well that emphasize your client’s success in their industry.
14. " HackReactor teaches the world to code #withAsana ," by Asana
While Asana's case study design looks text-heavy, there's a good reason. It reads like a creative story, told entirely from the customer's perspective.
For instance, Asana knows you won't trust its word alone on why this product is useful. So, they let Tony Phillips, HackReactor CEO, tell you instead: "We take in a lot of information. Our brains are awful at storage but very good at thinking; you really start to want some third party to store your information so you can do something with it."
Asana features frequent quotes from Phillips to break up the wall of text and humanize the case study. It reads like an in-depth interview and captivates the reader through creative storytelling. Even more, Asana includes in-depth detail about how HackReactor uses Asana. This includes how they build templates and workflows:
"There's a huge differentiator between Asana and other tools, and that’s the very easy API access. Even if Asana isn’t the perfect fit for a workflow, someone like me— a relatively mediocre software engineer—can add functionality via the API to build a custom solution that helps a team get more done."
Key Learnings from the Asana Example
- Include quotes from your client throughout the case study.
- Provide extensive detail on how your client worked with you or used your product.
15. " Rips Sewed, Brand Love Reaped ," by Amp Agency
Amp Agency's Patagonia marketing strategy aimed to appeal to a new audience through guerrilla marketing efforts and a coast-to-coast road trip. Their case study page effectively conveys a voyager theme, complete with real photos of Patagonia customers from across the U.S., and a map of the expedition. I liked Amp Agency's storytelling approach best. It captures viewers' attention from start to finish simply because it's an intriguing and unique approach to marketing.
Key Learnings from the Amp Agency Example
- Open up with a summary that communicates who your client is and why they reached out to you.
- Like in the other case study examples, you’ll want to close out with a quantitative list of your achievements.
16. " NetApp ," by Evisort
Evisort opens up its NetApp case study with an at-a-glance overview of the client. It’s imperative to always focus on the client in your case study — not on your amazing product and equally amazing team. By opening up with a snapshot of the client’s company, Evisort places the focus on the client.
This case study example checks all the boxes for a great case study that’s informative, thorough, and compelling. It includes quotes from the client and details about the challenges NetApp faced during the COVID pandemic. It closes out with a quote from the client and with a link to download the case study in PDF format, which is incredibly important if you want your case study to be accessible in a wider variety of formats.
Key Learnings from the Evisort Example
- Place the focus immediately on your client by including a snapshot of their company.
- Mention challenging eras, such as a pandemic or recession, to show how your company can help your client succeed even during difficult times.
17. " Copernicus Land Monitoring – CLC+ Core ," by Cloudflight
Including highly specialized information in your case study is an effective way to show prospects that you’re not just trying to get their business. You’re deep within their industry, too, and willing to learn everything you need to learn to create a solution that works specifically for them.
Cloudflight does a splendid job at that in its Copernicus Land Monitoring case study. While the information may be difficult to read at first glance, it will capture the interest of prospects who are in the environmental industry. It thus shows Cloudflight’s value as a partner much more effectively than a general case study would.
The page is comprehensive and ends with a compelling call-to-action — "Looking for a solution that automates, and enhances your Big Data system? Are you struggling with large datasets and accessibility? We would be happy to advise and support you!" The clean, whitespace-heavy page is an effective example of using a case study to capture future leads.
Key Learnings from the Cloudflight Case Study Example
- Don’t be afraid to get technical in your explanation of what you did for your client.
- Include a snapshot of the sales representative prospects should contact, especially if you have different sales reps for different industries, like Cloudflight does.
18. " Valvoline Increases Coupon Send Rate by 76% with Textel’s MMS Picture Texting ," by Textel
If you’re targeting large enterprises with a long purchasing cycle, you’ll want to include a wealth of information in an easily transferable format. That’s what Textel does here in its PDF case study for Valvoline. It greets the user with an eye-catching headline that shows the value of using Textel. Valvoline saw a significant return on investment from using the platform.
Another smart decision in this case study is highlighting the client’s quote by putting it in green font and doing the same thing for the client’s results because it helps the reader quickly connect the two pieces of information. If you’re in a hurry, you can also take a look at the "At a Glance" column to get the key facts of the case study, starting with information about Valvoline.
Key Learnings from the Textel Case Study Example
- Include your client’s ROI right in the title of the case study.
- Add an "At a Glance" column to your case study PDF to make it easy to get insights without needing to read all the text.
19. " Hunt Club and Happeo — a tech-enabled love story ," by Happeo
In this blog-post-like case study, Happeo opens with a quote from the client, then dives into a compelling heading: "Technology at the forefront of Hunt Club's strategy." Say you’re investigating Happeo as a solution and consider your firm to be technology-driven. This approach would spark your curiosity about why the client chose to work with Happeo. It also effectively communicates the software’s value proposition without sounding like it’s coming from an in-house marketing team.
Every paragraph is a quote written from the customer’s perspective. Later down the page, the case study also dives into "the features that changed the game for Hunt Club," giving Happeo a chance to highlight some of the platform’s most salient features.
Key Learnings from the Happeo Case Study Example
- Consider writing the entirety of the case study from the perspective of the customer.
- Include a list of the features that convinced your client to go with you.
20. " Red Sox Season Campaign ," by CTP Boston
What's great about CTP's case study page for their Red Sox Season Campaign is their combination of video, images, and text. A video automatically begins playing when you visit the page, and as you scroll, you'll see more embedded videos of Red Sox players, a compilation of print ads, and social media images you can click to enlarge.
At the bottom, it says "Find out how we can do something similar for your brand." The page is clean, cohesive, and aesthetically pleasing. It invites viewers to appreciate the well-roundedness of CTP's campaign for Boston's beloved baseball team.
Key Learnings from the CTP Case Study Example
- Include a video in the heading of the case study.
- Close with a call-to-action that makes leads want to turn into prospects.
21. " Acoustic ," by Genuine
Sometimes, simple is key. Genuine's case study for Acoustic is straightforward and minimal, with just a few short paragraphs, including "Reimagining the B2B website experience," "Speaking to marketers 1:1," and "Inventing Together." After the core of the case study, we then see a quote from Acoustic’s CMO and the results Genuine achieved for the company.
The simplicity of the page allows the reader to focus on both the visual aspects and the copy. The page displays Genuine's brand personality while offering the viewer all the necessary information they need.
- You don’t need to write a lot to create a great case study. Keep it simple.
- Always include quantifiable data to illustrate the results you achieved for your client.
22. " Using Apptio Targetprocess Automated Rules in Wargaming ," by Apptio
Apptio’s case study for Wargaming summarizes three key pieces of information right at the beginning: The goals, the obstacles, and the results.
Readers then have the opportunity to continue reading — or they can walk away right then with the information they need. This case study also excels in keeping the human interest factor by formatting the information like an interview.
The piece is well-organized and uses compelling headers to keep the reader engaged. Despite its length, Apptio's case study is appealing enough to keep the viewer's attention. Every Apptio case study ends with a "recommendation for other companies" section, where the client can give advice for other companies that are looking for a similar solution but aren’t sure how to get started.
Key Learnings from the Apptio Case Study Example
- Put your client in an advisory role by giving them the opportunity to give recommendations to other companies that are reading the case study.
- Include the takeaways from the case study right at the beginning so prospects quickly get what they need.
23. " Airbnb + Zendesk: building a powerful solution together ," by Zendesk
Zendesk's Airbnb case study reads like a blog post, and focuses equally on Zendesk and Airbnb, highlighting a true partnership between the companies. To captivate readers, it begins like this: "Halfway around the globe is a place to stay with your name on it. At least for a weekend."
The piece focuses on telling a good story and provides photographs of beautiful Airbnb locations. In a case study meant to highlight Zendesk's helpfulness, nothing could be more authentic than their decision to focus on Airbnb's service in such great detail.
Key Learnings from the Zendesk Case Study Example
- Include images of your client’s offerings — not necessarily of the service or product you provided. Notice how Zendesk doesn’t include screenshots of its product.
- Include a call-to-action right at the beginning of the case study. Zendesk gives you two options: to find a solution or start a trial.
24. " Biobot Customer Success Story: Rollins College, Winter Park, Florida ," by Biobot
Like some of the other top examples in this list, Biobot opens its case study with a quote from its client, which captures the value proposition of working with Biobot. It mentions the COVID pandemic and goes into detail about the challenges the client faced during this time.
This case study is structured more like a news article than a traditional case study. This format can work in more formal industries where decision-makers need to see in-depth information about the case. Be sure to test different methods and measure engagement .
Key Learnings from the Biobot Case Study Example
- Mention environmental, public health, or economic emergencies and how you helped your client get past such difficult times.
- Feel free to write the case study like a normal blog post, but be sure to test different methods to find the one that best works for you.
25. " Discovering Cost Savings With Efficient Decision Making ," by Gartner
You don't always need a ton of text or a video to convey your message — sometimes, you just need a few paragraphs and bullet points. Gartner does a fantastic job of quickly providing the fundamental statistics a potential customer would need to know, without boggling down their readers with dense paragraphs. The case study closes with a shaded box that summarizes the impact that Gartner had on its client. It includes a quote and a call-to-action to "Learn More."
Key Learnings from the Gartner Case Study Example
- Feel free to keep the case study short.
- Include a call-to-action at the bottom that takes the reader to a page that most relates to them.
26. " Bringing an Operator to the Game ," by Redapt
This case study example by Redapt is another great demonstration of the power of summarizing your case study’s takeaways right at the start of the study. Redapt includes three easy-to-scan columns: "The problem," "the solution," and "the outcome." But its most notable feature is a section titled "Moment of clarity," which shows why this particular project was difficult or challenging.
The section is shaded in green, making it impossible to miss. Redapt does the same thing for each case study. In the same way, you should highlight the "turning point" for both you and your client when you were working toward a solution.
Key Learnings from the Redapt Case Study Example
- Highlight the turning point for both you and your client during the solution-seeking process.
- Use the same structure (including the same headings) for your case studies to make them easy to scan and read.
27. " Virtual Call Center Sees 300% Boost In Contact Rate ," by Convoso
Convoso’s PDF case study for Digital Market Media immediately mentions the results that the client achieved and takes advantage of white space. On the second page, the case study presents more influential results. It’s colorful and engaging and closes with a spread that prompts readers to request a demo.
Key Learnings from the Convoso Case Study Example
- List the results of your work right at the beginning of the case study.
- Use color to differentiate your case study from others. Convoso’s example is one of the most colorful ones on this list.
28. " Ensuring quality of service during a pandemic ," by Ericsson
Ericsson’s case study page for Orange Spain is an excellent example of using diverse written and visual media — such as videos, graphs, and quotes — to showcase the success a client experienced. Throughout the case study, Ericsson provides links to product and service pages users might find relevant as they’re reading the study.
For instance, under the heading "Preloaded with the power of automation," Ericsson mentions its Ericsson Operations Engine product, then links to that product page. It closes the case study with a link to another product page.
Key Learnings from the Ericsson Case Study Example
- Link to product pages throughout the case study so that readers can learn more about the solution you offer.
- Use multimedia to engage users as they read the case study.
Start creating your case study.
Now that you've got a great list of examples of case studies, think about a topic you'd like to write about that highlights your company or work you did with a customer.
A customer’s success story is the most persuasive marketing material you could ever create. With a strong portfolio of case studies, you can ensure prospects know why they should give you their business.
Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.
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Showcase your company's success using these free case study templates.
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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10 Marketing Case Study Examples: Learn How to Master Them in Your Campaigns
What is a marketing case study?
- Introduction to the customer/client
- The problem the client needed to solve (should align with problems prospective clients also need to solve)
- The solution (and context of why your company/software was the right fit)
- Data from before and after implementing the solution
What are the different types of case studies in marketing?
Why should you use case studies, 1. email marketing case study: your therapy source.
2. Instagram marketing case study: Converse
3. Content marketing case study: porch.com
4. SEO case study: Zapier study by Ryan Berg
5. PPC case study: Google Ads and Saraf Furniture
6. Video marketing case study: L’Oréal and YouTube
7. Remarketing case study: AdRoll and Yoga Democracy
- 200% increase in conversions
- 50% reduction in CPA
- 19% of total revenue attributed to AdRoll
8. Influencer marketing case study: Trend and WarbyParker
9. Customer experience case study: App Annie and Coca-Cola
10. SaaS case study: Asana and Carta
Best practices: How to use case studies in your own marketing campaigns
Include a dedicated case study/customer stories page on your website
Build ctas into your case study pages, share case studies as part of your email marketing campaigns, when you’re thinking about buying a product, it’s easy to talk yourself out of it., never miss an update, supporting you at every customer touchpoint.
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Are You Leveraging the Power of the Case Study Effectively in Your Marketing Strategy?
Case studies are an excellent medium for building a story around your product or service. In this quick guide, we discuss:
- What is a case study in marketing?
- A five-step case study marketing plan
- Examples of case studies from Google to inspire you
When it comes to purchasing a product or service, your customers are always looking for past reviews and proven outcomes before making a decision. Research Opens a new window suggests that consumers read an average of ten reviews before choosing to trust a local business. And for 91% of those aged between 18 and 34 years, online review content is almost as valuable as personal recommendations.
So how do you integrate the power of reviews into your marketing strategy? Is it possible to encapsulate and demonstrate your offerings’ impact using a 360-degree content experience Opens a new window ? That’s where the case study comes in — in marketing, case studies can help drive home the benefits of your product and aid in conversions. Case studies are particularly effective for marketing to middle-of-the-funnel consumers who are interested in your product and actively engage in research.
Before we look at how to formulate a case study-driven marketing plan, let’s first understand what exactly this content format requires.
Learn More: Why Marketers Are Waking up to the Power of Social Proof Opens a new window
What Is a Case Study in Marketing?
In marketing, a case study refers to any content that describes how your product or service has helped past customers in an attempt to convert leads into customers. Case studies are relevant for marketing B2B products, as you can gather data over time and outline how your product made a difference. While there’s no hard-and-fast rule in terms of the format of case studies in marketing, it should comprise the following key elements:
- About the client : A synopsis of who the client is and their unique requirements will help you build a relationship with new customers. For example, a B2B product sold to a manufacturing brand executive is sure to resonate with other business leaders in the manufacturing sector.
- Challenges/problem statement/opportunities : Here, you discuss the specific needs addressed by your product or service. It may be a problem that the client was looking to solve or an opportunity that you helped unlock.
- The solution : Typically, this makes up the bulk of a case study in marketing. You can go into the specifics of your offerings, aligning every detail to the customer’s challenges. This is where you can differentiate your product/service from others in the market.
- Outcomes : This is a highly critical element that requires special attention in your case study for marketing success. It’s ideal to mention measurable benefits such as “20% less network downtime” for a business internet package. This could be the final push users need to purchase your offering.
So how do you go about creating a case study and using it in your marketing plan? Let’s find out.
Learn More: 5 Effective Ways to Successfully Convert Prospects to Customers Opens a new window
Five Steps to Create a Case Study Marketing Plan
Remember, case studies are built on a strong foundation of data and a clear understanding of your customer’s business narrative. To get started with a case study marketing plan, begin by putting together a list of high-end customers you have catered to and by collecting customer reviews to extract data. Here’s a simple breakdown of this five-step process:
- Work together with the sales team to solicit feedback from customers. This should ideally include quantified outcomes with details of the problem and solution your product/service provides.
- Interview customers and follow a detailed questionnaire to understand their unique business context. This will follow a story-like narrative, covering the initial problem, its criticality to business, solution parameters they were looking for, and how your brand was able to help.
- Conduct research to complement the data gathered. You could mention competing products to suggest how your brand offers a better value proposition.
- Follow a template to create the document. This will include the four compulsory elements we discussed, along with visuals as well as an impactful title.
- Get approval from the customer before publishing the case study. In marketing, your customers are your biggest brand advocates, and their buy-in is essential for a successful case study marketing plan.
There’s no fixed length of a case study in digital marketing; this will entirely depend on your channel for dissemination. For example, a case study in marketing can be featured on your website where it appears as a short snippet of 100 words or less. You could also create detailed documents to convert into a video script.
Learn More: Five Strategies for Onboarding an Effective Content Marketing Team Opens a new window
Types and Examples of Case Studies in Marketing
As a marketer, you can create two types of case studies: internal and external. An internal case study in marketing will share the details and outcomes of a marketing campaign that you’ve undertaken in the past, highlighting the solutions you used to reach your targets. These digital marketing case studies are useful when creating budgets and obtaining funds from senior leadership.
The next is an external case study in marketing that discusses how your product/service was used by your customers. These are meant for driving conversions at the middle-of-the-funnel.
Let’s look at two examples of case studies by Google, one that discusses marketing outcomes and the other that externally positions Google’s offerings.
- Example of a case study in marketing #1 Opens a new window : Johnson & Johnson used Google marketing tools to cut the costs required to gain a new user by 21%. Such case studies in digital marketing are particularly relevant for marketing consultants and agencies that need to drive home the impact of their strategies.
- Example of a case study in marketing #2: Area 1 Security leveraged the Google Cloud platform to build its security service. This allowed users to analyze over 3 billion events every day and get answers to queries in 30-60 seconds. Such metrics-driven case studies are more effective in digital marketing when combined with graphics.
Learn More: 4 Storytelling Ideas for Social Media Opens a new window
Why You Need a Case Study Marketing Plan Today
The benefits of using case studies in digital marketing are crystal clear. Not only do they demonstrate the real-world applications of your offerings, but they also encourage customers to reach out via embedded call to actions (CTAs). In digital marketing, case studies can be converted into a host of different formats like pop-up ads, emailers, and videos for maximum reach.
And, a case study marketing plan is relatively low cost — all you need to do is collaborate with the sales team, talk to your customers, and create a story that truly resonates with your prospects. This is why case studies have continued to be a marketing favorite, with multiple possibilities on both online and offline platforms.
How do you plan to get started with case studies in digital marketing? Tell us on LinkedIn Opens a new window , Facebook Opens a new window , or Twitter Opens a new window . We’d love to hear from you!
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What Is A Marketing Case Study? See Examples And Write Yours
There are several instances in life when a person can learn from observing the world around him, which also applies to organizations. When a firm wants to understand a product’s or strategy’s success or failure, they turn to case studies. There are several types of case studies out there. Some of them are – a marketing case study, a finance case study, or a case study in innovation.
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What Is a Case Study?
A case study is a detailed study of a specific subject. This could be a person, group, place, event, organization, or phenomenon. Case studies are prevalent in social, educational, clinical, and business research.
Also, a case study focuses on a detailed description of an individual or group experience from beginning to end. A case study does not provide generalizations about the larger population but rather focuses on how an individual or group responded to an event.
What Is a Marketing Case Study
Approaching a case study like a story is something that will be exciting for marketers. This is because marketers are fond of creating memorable stories for their brands.
However, it is essential to remember that the readers of the case study must be able to connect with it. This also means that they should be able to visualize themselves in the main character’s shoes.
Why Should Companies Write a Case Study?
Demonstrate the power of your product., build customer loyalty., enhance sales..
When a salesperson has case studies to share, it’s an opportunity for them to talk about the benefits their product or service can have for the customer. Also, they can speak about the resounding reception of the product . This, in turn, leads to an increased volume of sales.
Multi-Format and multi-purpose content.
An opportunity to tell your story., earn trust., how to write a marketing case study, clear headline., write about someone your customer can relate to., provide a summary..
A marketing case study should start with a crisp summary. The history of the firm, the industry it is a part of, and its leading products or services must also be covered in the summary. Also, the summary should introduce the client.
Narrate the complete story.
The case study should be easy to read., use actual facts and figures..
One must mention whether the footfall has grown from 100 to 300 or from 2000 to 6000. Also, one must use charts and graphs to convey the meaning and scale of the data. Finally, any number is meaningless without context. Always remember to present the data points with some reference to the context.
Outline clear strategies
Experiment with different formats.
The problems of the customer and how your product solved them for him.
Case studies must be easy to find
The case studies must be presented in a prominent section on your website. Further, they have to be optimized for search. Also, all case studies must be promoted on social media and by email.
Marketing Case Study Examples
Porch case study.
This is a great way to demonstrate your ability to deliver the desired results without disclosing confidential information. Also, these case studies give confidence to other companies in the same industry. You can read the case study here.
IDEO case study
Chevrolet dtu case study, omnichannel challenge – bitly case study, some disadvantages of case studies, in conclusion.
Marketing case studies are one of the best ways to build credibility and trust with potential customers. They also help you generate leads by showcasing your expertise and proving that you can deliver results. Most importantly, they can help you win over new clients by showing them what to expect from working with you — and how much better things will be when they do!
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What Is a Case Study in Marketing?
Published: June 1, 2022
You know what your business can do. You’ve put the time and effort into creating your products and services, and interviewing and hiring a great team. There’s a belief in your vision and hope for the future. But how do you get potential leads and future clients to buy into that vision? What sets your company apart from the competition? Your content marketing can help, specifically, case studies. But what is a case study in marketing? How can one document convince your audience that your business provides everything they need? In this article, we discuss topics like:
What Is a Case Study?
Are case studies technical documents, why do brands create case studies, 6 things to consider before creating a case study, is a case study your best content choice.
A case study is a content marketing piece that shares how your brand, product, or service affected a client and influenced their success in a big way. It shows how working with your company solved their problems or addressed pain points. The research and organization are a bit like your middle school science project. A case study follows a procedure to set up the problem, explore the “experiment” you did to help your client, and the conclusions you drew from the partnership. The main sections of a case study include:
- Subject history: This section explains your client’s backstory and the initial pain points they wanted to be addressed.
- Goals: What goals did your subject want to achieve when they came to you for a solution?
- Hypothesis: What did you expect to happen when you implemented a strategy for the client?
- Execution: This section has step-by-step instructions on how you implemented the strategy to help the client.
- Results: What was the outcome? Explain it in as much detail as possible with data, statistics, and quotes from the client.
- Conclusion: What did this experience teach you and how can you apply its success to working with other companies?
Just because case studies use somewhat of a scientific format, that doesn’t mean they’re boring. Case studies are not technical documents. They’re like any other content marketing piece you create, but with a different purpose. They tell a story where your client is the protagonist or the good guy. Their problem is the antagonist or the bad guy. Your brand, product, or service empowers the good guy to save the day on their own and become the hero.
While case studies are often their own content documents, you can also use the data and research you put into creating them in other ways. Feature quotes from your case studies on your website, like testimonials. You may also use some case studies not just for marketing, but pass them off to your sales team to use when closing a deal. Case studies are a “right place, right time” type of content. When your audience sees them is just as important as what you write. Focusing on places to create these opportunities makes your case studies even more effective.
There are plenty of benefits to using case studies as part of your content marketing strategy. They work for your brand by:
Showing Your Differences
Many content marketers follow the strategies most popular in their industry. Why wouldn’t they, especially if they work? It’s not a bad thing to take a lead from your competitors if their efforts are successful. But when too many people do the same thing, it gets boring. And your brand becomes just another drop in the bucket.
Case studies are a way to show what makes working with your company unique. Taking leads on a real journey, one that an actual client experienced, does more than just tell them why working with you is a good idea. It shows them, step by step, with data to back it up. These experiences are something your competitors can’t replicate and that you can’t borrow. They’re unique to your brand.
Want to discover ways to set your case studies and other content marketing pieces apart from the herd? Try CopyPress’s content marketing analysis tool. This report reviews all the content you have available online. Then it compares your pieces to your top three competitors. Reveal gaps in your strategy where you could create fresh content on topics your audience is searching for. You may even have a client and a potential case study to fill the gap.
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Showing Your Expertise in the Field
Case studies show more than just how you differ from your competitors. They also explore how much you know about your industry, field, or niche, and how that knowledge leads to real results for clients. You have the expertise to target those pain points and produce effective results that help your clients reach or exceed their goals.
Anybody can claim to understand the field, but do they have the results to back it up? They may claim to pay attention to customer pain points, but what have they done to provide actionable solutions? Give your audience all the proof they need with a case study.
Building Trust
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Using client feedback and customer testimonials are two great ways to show prospective clients that your products and solutions really work. But it’s also easy, though wrong, to make that stuff up. But some companies do. They pay for disingenuous feedback and reviews. Sure, it may inflate their ratings and success metrics, but what happens when a lead signs on and finds out they didn’t get what they paid for? That trust factor is gone.
Your company may not partake in these practices. But if they’ve burned your leads or clients before, it’s going to take more for them to trust you, even if you weren’t the brand at fault. Truth is, it takes a lot more time and effort to fake a case study versus a review. They’re full of client feedback, but also actionable steps and data that prove you know what you’re doing. These elements help build trust with your audience and give them more than just a good word on which to base their opinions.
Making Your Clients Feel Good
Who doesn’t like to be the award winner or the shining star? If you want to make your clients feel good, ask them to be the subject of your case study. Creating this kind of content partnership is good for both businesses, especially with B2B companies. You get a great story to promote your products and services. They get backlinks and brand exposure without putting extra time into their own marketing.
Case studies let you continue a partnership with a client, even after you finish your initial work. It encourages them to come back to you for more products and services. It also reaffirms why they chose your solution in the first place: because you value them as a client and you’re proud of the work you’ve done together. They aren’t just a method of payment for you.
Think about these elements of case study development before creating your content:
1. Do You Have Permission To Talk About Your Subject?
Not all clients may want you to use their names, logos, or other identifiers in your case studies or marketing materials. For legal reasons, and just to not be a jerk, it’s important to make sure you have the clients’ permission before developing a case study. One option is to alert the client before you work with them that you’d like to use their success story as a case study in the future. Even if you don’t create the piece, you still get the permission first and have the authority if you change your mind.
Even if a client is hesitant at first to be your case study subject, there are five levels of consent, permission, and participation to introduce. These varying levels let you make a case study and still respect the clients’ wishes. Options to present and negotiate include levels:
- 1: Clients agree to let you use their identifiers and publish the case study in any format or location you want.
- 2: Clients let you use their identifiers but have restrictions about where you publish the case study, such as allowing it to appear on your website but not on social media.
- 3: Clients do not let you use their identifiers, but take part in a generic case study that you can share how you want.
- 4: Clients do not let you use their identifiers, but take part in the case study with restrictions on where and how you share it.
- 5: Clients refuse to take part in a case study.
The Level 5 option is the least desirable for your brand, but many clients may agree to some negotiations in levels 1 through 4. For example, at CopyPress , we have clients that took part in case studies at different levels. Lands’ End allows us to share a case study at level 1. Another client, a global recruitment website that we can’t mention by name, chose a level 4 case study.
2. What Successes Do Leads Want To See?
Your business is likely successful in many areas. But success alone doesn’t always add up to the right subject for a case study. It’s only beneficial to the audience if it illustrates a problem they’re trying to solve or a pain point they need managed. Think about it, your audience probably doesn’t care if you increase your email newsletter open rates by 70% if your products and services have nothing to do with email marketing. Instead, focus your case study topics on actionable ways you’ve helped your clients.
You also want to create targeted case studies that reach different segments of your audience. For example, CopyPress has a case study about how we helped that global recruitment company increase website traffic by 440% and reach 13.5 million visitors a month . But what if your company isn’t looking to increase website traffic? What if you want to learn about our skills in increasing your return on investment? We solve that problem by creating another case study, the Land’s End one that targets ROI-focused content.
3. Is Your Subject a Typical Client Case?
Is the subject you chose the best representation of a typical brand or client interaction with your company? Or is your subject a unique situation? Both can benefit you, actually, but it’s helpful to identify which situation applies to each case study to map the narrative.
Cases that represent your typical customer experience are good because they’re one of many success stories. They’re just the best example of what you can do. This shows consistency in your work methods and tracks with your other promotional materials, feedback, and content.
Unusual cases aren’t bad content topics just because they don’t represent the everyday client experience. These types of case studies show how your company goes above and beyond the “typical” to meet clients with unconventional needs. These subjects may make for more interesting case studies because the problems are unique and require more attention to detail from your team. Both have a place in your content repository, it just takes strategy and know-how to determine when to present and use each one.
4. How Can You Map the Story?
Though you structure a case study like a science presentation, it shouldn’t read like a technical manual. Stats are good. Facts are great. Data is superb. But those things can be dry and boring to read if you don’t weave them into a bigger narrative. To help map your story, first settle on an overall theme or thread that guides the reader through the case study. A good “template” to use may be: “How one X got Y from Z,” with each variable standing for:
- X: The client or brand subject of the article
- Y: The return X got from working with your company, which typically includes a number, percentage, or other data point
- Z: The product or solution used to get the Y return
These three points help guide you on what the reader really wants to know. What is the case study about? What returns did they get? How did they get that result? For example, one of our CopyPress case study headlines reads: “How SearchLab Digital Rapidly Scaled Content Creation with CopyPress and Onboarded 233% More Clients.” It doesn’t follow the formula exactly but uses the same elements, just rearranged to make them more readable.
Related: How Storytelling Can Improve Your Content Marketing
5. Are The Results Eye-Catching?
Is your case study subject remarkable enough to make people want to click on it? Case studies are data-driven, and while data helps you track progress and meet goals, it’s not exactly entertainment unless there’s something eye-catching about it. Like what? Usually big numbers.
For example, if your email newsletter software helped a client increase their open rate by 5%, that’s probably not going to get clicks. You may have helped that client. Those results could actually be a significant improvement for their specific business. But that won’t wow your audience, even though we know in marketing that an increase to the open rate of 5% is actually very extraordinary. Now, if that percentage equals 200 new subscribers a week, that could be a more significant figure that appeals to your audience even more.
Case studies often advertise the results in the headline with the XYZ formula. Look over your client success stories and see which ones are the most impressive. Another option is to pick ones that seem almost unbelievable. So much that people may think you’re lying about the results and they have to click to find out. But don’t inflate your statistics or make a false claim to dupe people and gain clicks. Then your case study becomes clickbait and can reduce audience trust rather than build it.
6. Do You Have a Feedback Structure in Place?
Where are you sharing your case studies? Are you using them as gated content or as lead magnets in email newsletters? Or are they always available on your website? Do you plan to share the content on social media or as part of a drip campaign ? No matter where or how you choose to host your content, it’s important to make sure your leads can provide feedback, and take the next steps in the buyer journey right from your case study.
This turns your content from a passive tool into an interactive one. Open up the comments section or ask for replies. The responses you receive let you know what people think of the case study. It also gives room for leads to ask questions and you the chance to respond. By providing a call to action (CTA) within the case study and then making the follow-through process clear and simple, you encourage not just feedback, but conversions. These may increase not only your qualified inquiries but your sales, too.
Case studies are a helpful addition to your content marketing catalog. But they’re not your only option. They serve their purpose, but without the right story, time, and data, they might not be the best use of your resources. Case studies are not press releases, advertisements, or a podium to talk about how wonderful your company is. You don’t need to state that outright. People will make that conclusion from the way you write the narrative and when they see how your company provides value to its clients through actual work, not just words.
Consider if the information you’re trying to share benefits from telling a personal story. Is your audience going to get the most out of your content if you walk them step-by-step through a client journey? Or are there other, better pieces of content that take less time and resources to explain the same information? Audience value is always the top priority. If your audience doesn’t care, it’s not worth writing the piece. But that doesn’t mean you have to ditch the idea completely. Instead, consider another content avenue for the topic, like an eBook or white paper.
That’s where CopyPress can help. Our creative and strategy teams work with you to discover the key points about your clients’ experiences that your audience will love. The things that make them want to learn more about what becoming your client can do for them. Ready to see how we take your case study ideas and develop new content from them? Schedule your free 30-minute introductory call with our team today.
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5 Steps for Writing a Killer Marketing Case Study
Dec 5, 2019
By Natalie Boyd
Create content in a silo. Keep your wins to yourself. Promote nothing. This is marketing’s mantra, right? Not even close.
Today’s marketers have a full-time job creating content, generating leads, driving traffic, collaborating across channels, and staying in the know when it comes to understanding the ins and outs of their ideal customer—and a case study can display your success.
Though the type of marketing material can vary from infographics to blogs to videos to e-books , the case study is a piece of content that should be in every organization’s front pocket. It is a valuable tool everywhere from the website to the sales floor that can:
- Boost Your Industry Credibility. Whether you work across industries or you are specialized within a particular niche, experience must be shared. A case study is a perfect avenue to promote your industry know-how. After all, birds of a feather flock together. Showcasing your achievement through a case study within a specific industry will boost your credibility while delivering proof points that may attract similar clients.
- Show Your Success . You have customer wins. Flaunt them. Unlike traditional marketing materials, a case study delivers validation from your customers of your good work. It takes words to a different level by showing the journey from point A to point B in a narrative format, while being authentic enough to share where you were challenged and transparent enough to share your secrets—all while delivering the data to back it.
- Repurpose the Content. A case study gives an in-depth look at your problem-solving skills. With this content in hand, it is easy to create blogs or videos—or let your public relations team use the case study as a talking point with the media. If you repurpose the case study content across formats and channels, you will give your success wings.
The case study is not only the perfect content to arm the sales team with data-driven points, but it is also a document that serves as a testimony from those outside of your organization.
After all, you ask your family and friends to recommend their favorite businesses, you read reviews before booking your vacation hotel, and you see the movies that have won the most awards. (Nearly 90 percent of consumers trust online reviews as much as personal recommendations.) It’s natural to want to surround yourself with products, services, and companies that have the blessing of those that have gone before you. And that, in a nutshell, is what the case study is.
The case study will give you credibility, flaunt your customer wins, and give you a narrative for additional content. You’ve taken the time to understand your customers. Your products, services, or tactics have blown through their obstacles and there is data to prove your strategies work—now it’s your turn to make a case study work for you.
Tips for Creating High-Performing Case Studies
1. build trust.
The best case studies leverage the right relationships.
First off, you should establish a plan for selecting candidates. Your participants should have extensive product knowledge and impressive results. If possible, highlight any notable brands you work with.
When reaching out to participants, building trust is important. You want something authentic—so remove the case study verbiage from your initial request. Make your prospective participants feel special, and start by asking them to help tell their story.
As you move forward with the interview process, remember that your customers are busy. So be prepared. Keep questions clear and concise, but also open-ended. Drive the conversation, but allow your participants to openly describe their experience.
2. Tell a Story
Once you gather the facts, it’s time to start writing.
The “hero journey” is a narrative outline in which a hero goes on an adventure, wins a victory, and comes home changed or transformed. And according to marketer Sid Smith, a loose adaptation of Joseph Campbell's literary theory can be applied to your marketing case study :
- Hero suffers a loss or experiences a serious problem …
- Hero attempts to resolve issues through usual means, and fails …
- Hero goes on a journey and discovers an ally or new approach …
- Hero overcomes tremendous odds to resolve the problem …
- Hero returns triumphant and tells all about his conquest.
What does this all mean? That storytelling drives case studies. Identify your sample customers, their goals, their needs, and how your company helped them meet these goals.
3. Pay Close Attention to Formatting
No one enjoys huge chunk of texts. As we’ve blogged about before here at SmartBug Media, too many words might not get your message across , or even worse, scare off readers.
The first rule of thumb? Keep it simple.
Like other inbound content, case studies do not have to be complicated. When it comes to length, I’ve seen several schools of thought. Marketers such as Debbie Weil claim that 500 words works best while Neil Patel touts the benefits of long-form copy .
Worry less about word count and more about telling your story. Also, like other forms of content, employ effective formatting elements, including:
- Bulleted lists
- Bolded text
Most importantly, it’s up to you to find out what’s best for you and what resonates with your end-users.
4. Include the Facts
This may seem like a no-brainer, but a marketing case study without facts is like a car without gas: It will sputter out before you reach your destination. However, as important as it is to include facts, it’s also essential to show real numbers and real proof.
Rather than use ambiguous terms such as “doubled traffic” or “tripled conversions,” display the actual numbers. You want data to be crystal clear.
Ultimately, numbers should contribute to your overall story. They’ll outline tangible results. And when properly portrayed, data can show exactly where your customers began and where they ended up with your help.
5. Talk Strategy
Just as it’s important to include real data, it’s equally important to provide specific strategy. You’ll want to include a conclusion that explicitly proves how your product or service impacted your customer—and how it helped them reach their goals.
Rather than simply say how your services led to your customer’s end results, tell your readers exactly how your services impacted your customer. At this point, you’ve already told your story. Now is the time to finish it.
This post was originally published in March 2017, and it has since been updated.
Easily craft compelling customer interviews & provide leads with the information they need to make an informed decision.
Case Study Questions Template
About the author
Natalie Boyd was formerly a Marketing Specialist at SmartBug Media with 10 years of experience supporting in-house, freelance, and agency clients. She is passionate about using inbound marketing to help businesses succeed and make meaningful connections with their target audience. Read more articles by Natalie Boyd .
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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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A case study is the analysis of a particular instance (or "case") of something to demonstrate quantifiable results as a result of the
A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case
A case study in marketing is a document or web page that includes several basic parts: ... You don't have to include every category, but the more
In marketing, a case study is an in-depth study of the effectiveness of a certain tool, tactic, or strategy. It focuses on measurable outcomes
In marketing, a case study refers to any content that describes how your product or service has helped past customers in an attempt to convert
Marketing case studies are detailed stories about something your company has done well, such as a solution or newly developed tool. Typically
The marketing case study is a persuasive document that uses real-world examples to demonstrate the value of your product or service. It's a powerful tool for
A case study is a content marketing piece that shares how your brand, product, or service affected a client and influenced their success in a
A case study is a perfect avenue to promote your industry know-how. After all, birds of a feather flock together. Showcasing your achievement through a case
A marketing case study explains how you solved a problem for a client or customer using customer testimonials, statistics, and strategy to