business case study in sales

100+ Case Study Examples for Sales and Marketing

Browse through a wide range of case study templates from various industries.

Imagine you come home after a long, tiring week of work, and you decide to satiate your taste buds by ordering a delicious, exotic dish. What would be your further course of action? Let us guess - you pull out your phone, log in to your favourite on-demand food delivery platform, search for the dish you're looking for, and hit the order button. Oh, wait! We missed out a crucial action that most of us perform while ordering a palate from a new food outlet – Rating & reviews!  

The first instinct that each one of us has when we subscribe to a new product or service is to get validation or proof from others.

In this post, we talk about one such crucial marketing collateral that provides  proof  to your prospects – Case Studies.

What is a Case Study?

Case studies are an indispensable tool for providing proof of quality and utility. They help demonstrate exactly what you have done to help other customers or clients attain their goals. They're sure to draw potential clients because they establish the factor of faith in the ability of your products or services.

To some, case studies may seem dull and boring, but it remains an integral part of a content marketing strategy for almost every B2B company. A content marketing report states that 70% of B2B marketers believe case studies are an effective tool for the content marketing mix.

How long should your case study be? 

If you type this query into the Google search bar, the answer that pops up on your screen is 500 to 1500 words. Although this is fairly ideal, it is important to note that there is no hard and fast rule for the word limit of a case study. Like everything else in Marketing, the answer is - it depends. 

Depends on various factors like the industry you’re writing the case study for, the narrative you’re building, the audience you’ll cater to and the like. 

Case studies are primarily built to generate an in-depth understanding of why exactly prospects should choose your product. In today’s world, where all content consumers have an attention span of roughly 7 seconds (if not lesser) - getting them to read a case study that’s nothing less than 500 words requires skill, to say the least. 

The length of a case study depends on the following factors :

Target audience

Identifying the target audience for your case study is the first and foremost step of the writing process. Who will be reading this case study and how do you tailor it to fit their flow of reading? It’s no big secret that everyone’s attention span varies. (We hear you. Do people even have an attention span these days?) 

Thanks to the myriad of visual content available in abundance, going through a 50-word post, let alone a 500-word case study, might be an arduous task for most people. However, this massively depends on the target audience and the industry your client belongs to. 

Case studies provide deep insight into your product/service and give potential customers one, if not more, solid reasons to get onboard. 

Formulating your case study based on these parameters will result in the best outcomes. 

For example, if your product caters directly to the general public (B2C) , then your case studies have to be short, precise and to the point. It has to provide just the right amount of information to put forth about your company, the services you offer, its features and benefits. Hence, these case studies can be anywhere between 100-300 words. 

On the other hand, formulating a case study for a B2B audience will require more detailed insights, examples, solution-oriented steps, and overall contain highly compelling research. This is solely because the individuals reading our case studies will be established business professionals looking to invest a good amount in your product . These case studies can extend up to 1500 words . 

Purpose of the case study 

The second factor/question to keep in mind is, “Why are we writing this case study?”. Here we cannot help but think of the famous quote - “You can’t understand someone until you’ve walked a mile in their shoes.” 

It’s safe to say that this quote is applicable to almost every situation in life. Especially while selling a product. Or, attempting to do so. In this stage, you need to take into consideration 3 very important factors :  

At which point of the sales process are we sending out this case study?

For starters, case study content changes according to the various points of the sales process it is being sent out during. The content required for a case study at the beginning of the sales process differs from the content required for a case study when the deal is about to be closed. 

Case studies sent out at the beginning of the sales process focus on the following :

• Recognition of your company/brand  
• An insight into your company & what you do 
• A generic overview of what your product offers 

Hence, these case studies can range anywhere from 300-500 words.

Case studies sent out at the end of the sales process focus on the following :

• Presenting a precise problem faced by a client
• Presenting how your company provided a solution for the same 
• The process
• Use-case specific insights

Hence, the sky’s the (word) limit with these case studies. The length that narrates to your prospect that your company is the best solution is the length you stop at. 

What do we want our readers to take away from this case study?

The length of your case study also majorly depends on the point you want to put forth in your case study. Are you trying to simply establish brand identity? Are you talking about a new campaign run by your company? Or is it a case study showcasing the work you did for a specific client? 

What medium are we sending the case study via? 

The medium through which your case study is being sent is a key point while determining the length of your case study. 

Let us throw in a quick example here. We are in the midst of our relentless online shopping phase and our package has finally arrived. Obviously, we can’t wait to go through the contents of the package (Because which order even is this?) - Doesn’t it make the unpacking process much easier when the packaging is precise and easy to open? Who wants loads of duct tape and clunky wrapping? It instantly puts us off, and we might even decide to open it later.  Similarly, the medium via which you send your case study and the presentation of it matters a lot. 

Here are some of the methods through which you can send your case study :

A good ol’ fashioned e-mail

“I’ll send across an email” is a phrase most of us have probably used more than our names. And, that’s fine. 

Sending your case studies and other documents through email has unmistakably been the go-to method for the longest time. Even so, sending your documents and case studies via email have its pros and cons. 

If you include a number of attachments, your prospects might have a hard time going back and forth between the document and email to open it up. The best option, in this case, is to include a single case study and make it crisp & concise in order to avoid shuffling between tabs. So, we’d say a single case study, about 500 words. 

A personalized storyboard

Personalized. Pretty. Extremely easy to go through. Nothing against emails, but imagine sending your case studies in a personalized collection that is exclusive to your reader, gives them a binge-worthy experience with your case studies, enables them to pick up exactly where they left off and much more. 

With a presentation like this, we’re sure the length of your case study isn’t going to stop readers from going through the contents of your case study.

Types of Case Studies

Case studies can be broadly classified into the following categories:

1. Third-Person Case Studies

An external agency primarily publishes this type of case study. This external research & consulting firm validates the solution provided by your company to your customers and publishes the same on its website.

2. Explanatory Case Studies

Explanatory case studies are primarily descriptive studies. They typically use one or two instances of a phenomenon or event to show the existing solution. Explanatory case studies primarily exist to familiarize the unfamiliar situation to prospects and give them a brief overview of the subject.

3. Instrumental Case Study

To gain insight into a phenomenon, an instrumental case study is deployed. The focus of this type of case study is not on the results but on the phenomenon. It tries to make the prospects discern the relationship between the phenomenon and its solution.

4. Implementation Case Study

This is perhaps the most important type of case study for a content marketer. It encompasses how your business went about executing the solution of a customer's challenge.

Case studies are the best example of marketing collateral used during the consideration stage and are used to showcase the success stories of your company. They can be written as single-page or multi-page documents.

Steps to writing a case study solution

Crafting the headline.

Headlines are the hellos in the world of writing. Just as a simple hello can help gain surface-level insight into a person, a headline establishes just that about a piece of written content. 

The first step to drafting a case study is also to pick a suitable headline. 

The headline of a case study has to include the following elements :

• The name of the company
• The use case
• The results
• Quantitative data (all about the numbers)

Let’s go with a fictional take on this - 

Let’s say you have a company, “Mattleberg Associates."

Mattleberg Associates offer consultative tools and guidance to understand, buy and adopt marketing technology tools for an enterprise. If Mattleberg Associates is to write a case study on how their product benefited a client of theirs, Acme Corporation , and upped their sales turnover by 70% , 

This is how the case study should ideally be titled : 

Acme Corp’s Sales Turnover Increased by 70% - Meet the Mattleberg MarTech Tool that made it possible. 

By glancing at this case study title, the reader gets an insight into the company (Mattleberg), the client (Acme Corp), the use case (Increasing sales turnover), the industry (Sales and Marketing) and the outcome (A 70% increase). 

Highlighting the challenge/situation 

In this part of the case study, the problem is made aware to the reader. This is where we let the reader know that “Hey, there was a grave situation taking place, and this is how it played out.”. 

In this part, you have to mention : 

• The challenge that was present
• The root cause of the problem 
• Statistics about the same 

Arriving at the solution

This part of your case study has to be your company’s stellar introduction.

In this part of the case study, you will include :

• How the client arrived at your company 
• The process of how the client fixed on your company (yay!)
• The executives involved in the process 

Behold! The results

Quantitative results .

This indicates the end of the case study. This is the part you indicate that Happily Ever After was made possible. Here is where you include all of the magical numbers that were a result of your company’s product/service, the remarkable results of the process and the outcome. 

Qualitative results

Remember when Spotify allowed 6500 of their employees to work from anywhere in the world? 

Now, fast forward to a year later; Spotify has released a statement saying their turnover rate dropped and they’re doing great! 

Here’s another example of how a qualitative result approach can be included in your case studies. This is the tie between quantitative and qualitative results. They go hand in hand. 

Tying this back to the topic, while writing a case study and mentioning the end results, it is important to also mention how the process eased the lives of the team, resulting in joy in the workplace and so on. This, in return, can directly result in quantitative results. :)

Best Practices to implement while writing a Case Study

More often than not, content marketers find it a herculean task to create a case study that is intriguing for their prospects. Here are 5 easy tips to make your case studies less boring, and more engaging.

1. Incorporate visuals in your case study

Multimedia can make your case studies more engaging and provide you with a means to connect with auditory and visual learners. Here are two ways in which you can incorporate multimedia in your case study:

• Include pictures, charts, and infographics to interpret a story out of the content-heavy data.
• Incorporate videos in your case studies and use them throughout your integrated marketing communication.

2. Prioritize firsthand knowledge over second-hand evidence

Case studies are stories. And stories can be narrated aptly only when you get real firsthand insights from the customer. Hence, to write a good case study, all you need is an excellent customer interview. Refrain from writing case studies based on resources such as testimonial quotes, videos, email, and so on.

It will only make your case studies time-consuming and difficult (or dare we say boring?).

3. Use slide-in call-to-action in lieu of pop-ups

Huge pop-ups can be annoying to the readers. Hence, marketers should try to use slide-in call-to-action that does the same job without distracting your prospects.

4. Don't be keen on listing the problem statement/challenge

Get into the shoes of your prospects while writing the challenge section. Most businesses often commit the mistake of writing the problem of a case study that caters to a narrow audience. To effectively hook a broader target audience , you should address the problem by considering the perspective of different prospects and write a detailed and compelling challenge . Your case study's first sentence should always address a broad business issue, and provide the reader with context.

5. Improve the tone of the customer quotes

Being a case study writer, you should not be transfixed on strictly reproducing all the customer quotes as it is - that is what a reporter does. As a case study writer, you should embellish the customer quotes in a way that makes their point effective. However, the altered quote should not drift away from the actual customer quote and should live up to the spirit of the customer's statement.

Examples of Case Studies

Here is a list of the finest examples of case studies across each sector with our commentary on a handpicked few to further ease your process of writing a case study.

To give you a holistic understanding of different types of case studies, we have collated the best templates from each industry.

• Aviation and Defense 
• Banking, Financial Services and Insurance (BFSI)
• Energy & Utility
• Healthcare and Life Sciences
• Manufacturing
• Technology and Services
• Telecommunications

Best Case Study Examples for Aviation, Aerospace & Defense Sector

While there are over 10+ example case studies that have been handpicked for the Aviation, Aerospace and Defence sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.

1. Electromagnetic Solutions | Leonardo

Type of case study : Explanatory

Leonardo, first, defined their electromagnetic solutions and then furnished an explanatory case study to further enlighten their target audience to the solution they offer. They provided their prospects with a lucid explanation of the phenomenon with their solution in this case study.

2. Indira Gandhi International Airport | Collins Aerospace

Type of case study: Implementation

This case study is one of the best templates you will find in the aviation & defence sector. Two reasons make it exceptional. First, Collins has tailored the case study in a way that it can collaborate with direct marketing efforts . The case study is brief, yet gives a clear explanation of how it went about executing the solution. Also, the testimonial Collins took from Delhi International Airport Ltd., explained in a nutshell, the outstanding results they produced.

Best Case Study Examples for BFSI Sector

While there are over 10+ example case studies that have been handpicked for the BFSI sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.

1. Implementing a Complete Target-Date Fund Solution |  JPMorgan Chase

Type of case study: Explanatory

Writing a case study in the sector of financial services is tricky, to say the least. If you are looking to benchmark a case study, this should undoubtedly be the one. JPMorgan deep-dived to explain the needs of the client and listed out the top investment priorities. After that, the cast study introduced the unique solution offered to give their prospects a gist of the same. 

2. Global Inventory Management | Broadridge

Broadridge created a stellar case study by incorporating a testimonial, visuals, and an elaborate solution together. The cast study went one step ahead by talking about how it will utilize this opportunity to build Broadridge's future solutions.

Best Case Study Examples for Energy & utilites Sector

While there are over 10+ example case studies that have been handpicked for the Energy & Utilities sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.

1. Creating Value through Technology and Innovation | Canadian Natural Resources Limited (CNRL)

Type of case study: Instrumental

This case study focuses more on the different technologies offered by CNRL. What makes this case study unique is that the brand has included various collaborations for each technology and clearly demarcated the status of each technique. The usage of visuals and quantifiable results is spot on!

2. City of Monterey Park | Engie

Engie has produced a phenomenal template for a case study in the energy sector. Prospects could better relate to this kind of a case study because it includes multiple testimonials alongside the images of the solution which can serve as the best catalyst for prospects in the consideration stage of the buyer journey.

Best Case Study Examples for Healthcare & Life Sciences Sector

While there are over 10+ example case studies that have been handpicked for the Healthcare and Life-sciences sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.

1. BD Vacutainer | Becton Dickinson and Company

BD did a fantastic job of quantifying its success in solid numbers. They have incorporated the same in their headline to make it a worthy read for a prospect. Furthermore, they included a separate "results" section which listed out the benefits and illustrated the same using a bar graph. These best practices help a prospect digest text-heavy content easily.

2. Helping Biopharma Companies Unravel the Many Facets of the Oncology Market | McKesson Corporation

This template is an excellent example of an instrumental case study in the healthcare sector. McKesson takes the onus on them to educate the healthcare industry on the oncology market. It provides vital insights into how the biopharma industry can leverage McKesson's resources and excel in oncology.

Best Case Study Examples for Logistics Sector

While there are over 10+ example case studies that have been handpicked for the Logistics sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.

1. Inventory Optimization Case Study | Neovia Logistics

Type of case study: Third-Person

This case study serves as a great template of collaboration with other organizations to deliver a customized solution for your customer. Neovia Logistics and SAP Service Parts Planning worked in unison to provide a top-notch solution for inventory management. This template makes a brilliant usage of coloured theme and an engaging dashboard to display the results lucidly.

2. Building a better distribution model to accommodate rapid growth | FedEx Corporation

FedEx adopts a customer-centric approach in this case study and explains the challenges faced by the customer in detail. It elaborately explains how the problems of temperature-sensitive products of the clients were dealt with. This type of case study can prove to be very useful as a marketing communication  for a client dealing in a similar sector.

Best Case Study Examples for Manufacturing Sector

While there are over 10+ example case studies that have been handpicked for the Manufacturing sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.

1. Twilight River Cruises | Mitsubishi Electric

The testimonial and the embedded hyperlinks (that redirects to their product range) make this case study stand apart from others. Mitsubishi Electric has ensured that the client furnishes a well-crafted testimonial that makes the prospects acquire faith in their prowess.

2. Danfoss' Digital Journey and Strategic Approach to MES | Siemens

This is, by far, the best template we have discovered in the manufacturing sector. It ticks all the boxes for writing a stellar case study – slide-in CTAs (call-to-action), integration with social media, an excellent testimonial, captivating visuals, and a consistent theme. You do not want to miss this out!

Best Case Study Examples for Technology & Services Sector

While there are over 10+ example case studies that have been handpicked for the Technology & Services sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.

1. FreshDesk - Case Study | Chargebee

The best thing about this case study is that Chargebee incorporated testimonials from different departments and individuals. The case study uses crisp headlines and explains the challenge in detail before jumping the gun to mention the results.

2. Aspire Systems Provides Data Integration Services  | Aspire Systems

For a technical product/software, it is important to know where to use technical keywords and where to use plain, simple language. Aspire Systems did a fantastic job of creating different sections for a summary (in plain language) and a tech snapshot (where they mention the suite of data management products). It also included an image of the system architecture to educate their prospects on the process and solutions.

Best Case Study Examples for Telecommunications Sector

While there are over 10+ example case studies that have been handpicked for the Telecommunications sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.

1. Managed Network Services | Telkomtelstra

Incorporating video testimonials in the case study is one of the best practices to be followed to create a compelling case study; and, Telkomtelstra has done that precisely. The practice of integrating social media in your overall content marketing strategy never fails to fetch you brownie points!

2. Supporting the community with a mobilized workforce | Rogers Communications Inc.

Rogers Communications has adopted the strategy of assigning a dedicated page for case studies. It has also integrated social media and slide-in CTAs buttons, in this case study, for enhanced engagement. A unique practice that Rogers embraced in this case study was to mention the details of the current services with that particular client. You may want to consider this strategy while writing your upcoming case study!

Strategies to leverage the power of Case Studies 

On the same lines, let us now deep-dive into how content marketers can leverage the power of case studies to their full potential. Mentioned below are some of the strategies you can use to incorporate case studies into your organization's overall integrated marketing communications strategy.

1. Highlight the case studies on a dedicated page

When B2B customers search online for your goods and services, they will search for your company's websites as well as your rivals' websites. So make sure the case studies on your website are easy to find. Refrain from categorizing them in the section of "downloads" or "resources" list, or hiding them so profoundly that visitors need to find them on your search facility.

Offer multiple paths that will lead them directly to the stories of customers that most interest them. Feature your homepage with a recent case study. Ask your webmaster to set up a display that will generate a different case study each time the visitor clicks on a new page or returns to a given page.

Be sure to provide a link where more case studies can be found by the visitor, in case the story does not match the interests of the visitor.

2. Include case studies in white papers

Do you have a case study showing how a client used your product or service to solve a widespread problem in the industry? If so, you have the building blocks for an effective white paper . Case studies and effective white papers share the same basic structure: challenge/solution.

You will need to develop the problem section further, examine previous solutions and why they are not working, and present your solution as part of a generic class.

However, once you have described your solution, you can introduce your particular product by means of an abbreviated version of your case study.

3. Include case studies in press releases

The company press releases are the perfect platform to share customer stories with prospects, customers, partners, and employees. The case studies in your prospect press releases allow you to highlight your solutions and the different verticals that you represent.

This helps to develop trust over time. In addition, case studies are great for keeping partners informed about how customers use your solutions. You'll support their sales efforts by providing customers with new ideas that they can present. You'll also keep them excited about your partnership, as well as about your products and services.

4. Collaborate your direct marketing efforts with case studies

Many of the most popular all-time direct mail promotions start with a story. Stories are enthralling. They promise entertainment and news. Of course, they gain our attention. Hence, a well-written case study for a newsletter or a direct mail campaign can be an excellent lead material.

Moreover, with a lead drawn from a recent case study, you'll not only get the attention of your prospects right away but also establish credibility with a real-world illustration of what your company has done for others already.

5. Consolidate your SEO strategy with case studies

Case studies can be among the best content types to attract attention from search engines. Phrases of keywords are the SEO currency . And if well-written, it is most likely that your case studies will include several instances of keywords and phrases relevant to the product or service they feature.

Make sure you incorporate the links and meta tags to boost the search engine rankings. Google attaches great importance to links, so be sure to link back to your case studies from press releases, blog posts, and discussion forums that refer to them. Encourage your clients to link your website to their success stories.

Even meta tags can improve your search rankings. Ensure that the title and description tags are used well by including your target keywords in them.

6. Collaborate your case studies with your social media marketing strategy

Social media provides a range of platforms to distribute case studies to your target audience. You can post a link to your latest case studies on Twitter, LinkedIn, and other platforms. Forums are another excellent platform way to promote your customer success.

Trade associations and LinkedIn Groups provide thousands of tightly focused discussions across the entire spectrum of interests in the industry. And most of these forums will let you post links, making it easy to reach specific audiences.

Case studies are vital building blocks for your brand’s social currency. With the right balance between data and a compelling narrative, case studies go a long way in positioning your brand as the ideal choice in the minds of your prospects.

So before you rule out this collateral as mundane and boring, ask yourself again - would you order from a restaurant that is not backed by good reviews and ratings?

Other interesting blogs that might help bolster your content marketing strategy:

100+ Best Examples of Press Release Templates

100+ Brochure Examples for Sales and Marketing

100+ Testimonial Examples for Sales and Marketing

The Best White Paper Examples for B2B Marketers      

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Blog Graphic Design 15+ Case Study Examples for Business, Marketing & Sales

15+ Case Study Examples for Business, Marketing & Sales

Written by: Alice Corner Jan 12, 2023

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.

Positive reviews matter for selling to regular customers, and for B2B or SaaS businesses, detailed case studies are important too.

Wondering how to craft a compelling case study ? No worries—I’ve got you covered with 15 marketing case study templates , helpful tips, and examples to ensure your case study converts effectively.

Click to jump ahead:

What is a case study?

What to include in a professional case study, business case study examples, simple case study examples, marketing case study examples, sales case study examples.

• Case study FAQs

A case study is an in-depth, detailed analysis of a specific real-world situation. For example, a case study can be about an individual, group, event, organization, or phenomenon. The purpose of a case study is to understand its complexities and gain insights into a particular instance or situation.

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]

A professional case study showcases how your product or services helped potential clients achieve their business goals. You can also create case studies of internal, successful marketing projects. A professional case study typically includes:

• Company background and history
• The challenge
• How you helped
• Specific actions taken
• Visuals or Data
• Client testimonials

Here’s an example of a case study template:

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.

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.

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.

While sales dashboards generally tend it make it all about the numbers and charts, 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.

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 s

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 solid business case (with examples and template).

Table of contents

What is a business case, business case vs. business plan, how to structure your business case, how to write a business case.

• Business Case PowerPoint template

ROI calculator template

• Key elements of a strong Business Case 

Frequently asked questions

Nearly every new project requires approval—whether it's getting the green light from your team or securing support from executive stakeholders. While an informal email might suffice for smaller initiatives, significant business investments often require a well-crafted business case.  This guide, written by former consultants from McKinsey and Bain, will help you write a compelling business case. It provides the steps and best practices to secure the necessary support and resources for a successful project. 

A business case is a written document (often a PowerPoint presentation) that articulates the value of a specific business project or investment. It presents the rationale for the project, including the benefits, costs, risks, and impact. The main objective is to persuade internal stakeholders to endorse the project.

A business case answers the questions:

• Why should we do this?
• What is the best solution?
• What will happen if we proceed with this investment decision?  

Business cases can serve many purposes, but here are a few common reasons for developing one:

• Implementation of a new IT system
• Launching a new product line
• Construction of a new manufacturing plant or data center
• Opening new retail locations or expanding into international markets
• Implementation of new compliance and risk management systems
• Acquiring a competitor or a complementary business
• Investing in building a new capability 
• Obtaining additional resources for an ongoing initiative
• Deciding whether to outsource a function

Simply put, a business case justifies a specific project or initiative, while a business plan outlines an entire business's overall strategy, goals, and detailed planning.

Investors use a business plan to make informed decisions about investing. It details the financial, strategic, and operational aspects of a business, helping investors assess the potential return on investment. In contrast, a business case is narrowly focused on a particular project or initiative. It helps stakeholders evaluate the potential impact of that specific project on the business. Both documents require thorough research, careful writing, and effective presentation.  Here's an overview of their differences:

Before writing your business case

The fate of your project or initiative will usually lie with a small group of decision makers. The best way to increase your chances of getting a green light is to engage with stakeholders, gather their insights, and build support before writing the business case. Use their input to construct a rough draft and present this draft back to key stakeholders for feedback and approval. Only once you have understood their priorities and concerns should you proceed with writing the final business case.

To get buy-in from your stakeholders, you must tell your "story" so that it is easy to understand the need, the solution you're proposing, and the benefits to the company. Generally, decision-makers will care most about ROI and how your project aligns with the organization's strategic goals – so keep those issues front and center.

In our experience, the business case structure below is the most logical and effective, but you should generally use whatever format or template your company uses. If no templates exist, use the structure below and find a solid template (you'll find a link to a template later in this post).

Whatever structure or template you apply, remember that your story needs to be clear above all else.

Let's go through each of the 10 sections one-by-one:  

1. Executive Summary

A one-page summary providing a concise overview of the business case.

Highlight the key points, including the problem or opportunity, proposed solution, and expected benefits.

We recommend structuring your summary using the Situation-Complication-Solution framework (See   How to Write an Effective Executive Summary ) . The executive summary should be the final thing you write.  

2. Background and context

Start with the why. Outline the situation and the business problem or opportunity your business case addresses. Clearly describe the problem's impact on the organization.

This section may include an overview of the macro environment and dynamics, key trends driving change, and potential threats or opportunities. Share data that conveys urgency . For example: Is customer satisfaction dropping because of a lack of product features? Is an outdated IT system causing delays in the sales process? Are you seeing growing competition from digital-first players in the market? Are you seeing an opportunity as a result of changing customer needs?

3. What is the problem?

This is a key part of your business case. Your business case is built from your analysis of the problem. If your stakeholders don't understand and agree with your articulation of the problem, they'll take issue with everything else in your business case.

Describe the underlying issues and their solutions using data. You might include customer data, input from end users, or other information from those most affected by the problem.

4. High-level solution and vision

Start with a high-level description of the solution. Clarify the specific, measurable objectives that the project aims to achieve. Ensure these objectives align with the organization's strategic goals.

5. Option analysis

You have now answered the question: Why should we do this project? - and you have outlined a compelling solution.

In this section, you identify and evaluate different options for addressing the problem. Include a "do nothing" option as a baseline for comparison. Assess the pros and cons of each option, considering factors like cost, feasibility, risk, and potential benefits.

See a more in-depth article on how to think about and present risks in our blog post " Mastering Risk Mitigation Slides: A Best Practice Guide with Examples ".

Slide summarizing various options for a new IT system. Example from Slideworks Business Case Template Slide

6. Recommended Solution

Solution Details Propose the preferred solution based on the options analysis. Describe the solution in detail, including scope, deliverables, and key components. Justify why this solution is the best choice.  

Benefits Describe the benefits (e.g., cost savings, increased revenue, improved efficiency, competitive advantage). Include both tangible and intangible benefits, but focus on benefits you can quantify. Your stakeholders will want to know the financial impact.

Be very clear about where your numbers come from. Did you get them from colleagues in Marketing, Finance, HR, or Engineering? Stakeholders care about the sources for these assumptions and are more likely to trust your numbers if they come from (or are validated by) people they trust.

Cost Analysis In this section, you provide a detailed breakdown of the costs associated with the proposed solution. Include initial investment, ongoing operational costs, and any potential financial risks.

Compare the costs against the expected benefits to demonstrate return on investment (ROI).

7. Implementation plan

Outline a high-level plan for implementing the proposed solution . Include key milestones, timelines, and dependencies. Describe the resources required, including personnel, technology, and funding.

Roadmap example - New digital venture. Slideworks Business Case Template

8. Risks and mitigations

In this section, you highlight potential risks and uncertainties associated with the project. Try to focus on the most important risks (you don't need to account for every potential scenario). These typically include those affecting cost, benefits, and schedule, but they can also include risks to the team, technology, scope, and performance.

Be realistic when you write this section. Transparency will gain the confidence of stakeholders and will demonstrate your foresight and capability.

Consider ranking your identified risk areas according to "likelihood of risk" and "impact of risk" (as shown in the example below). Then, propose mitigation strategies to manage and minimize risks.

Example of Risks Slide - Slideworks Business Case Template

Risks and mitigation slide - Slideworks Business Case Template

9. Governance and monitoring

Establishing a clear governance structure ensures that there is a defined hierarchy of authority, responsibilities, and accountability. A definition of the following  groups and roles are often included:

• Steering Committee : A group of senior executives or stakeholders who provide overall strategic direction, make high-level decisions, and ensure that the project aligns with organizational goals.
• Project Sponsor : An individual or group with the authority to provide resources, make critical decisions, and support the project at the highest level. The sponsor is often a senior executive.
• Project Manager : The person responsible for day-to-day management of the project, ensuring that the project stays on track, within budget, and meets its objectives. The project manager reports to the steering committee and project sponsor.
• Project Team : A group of individuals with various skills and expertise necessary to carry out project tasks. The team may include internal staff and external consultants.

You might also define what monitoring and reporting mechanisms that will be used to track the project's progress, identify issues early, and ensure accountability. These mechanisms often include specific Project Management Tools, ongoing status reports, and meetings.

10. Recommendations and next steps

In this last section, you summarize the key points of the business case and make a final recommendation to the decision-makers . Remember to Include your ROI number(s) again and repeat how your project aligns with the organization's strategic goals.

Consider ending your business case with a final slide outlining the immediate actions required to move forward with the recommended solution.

Learn about how to fit in a business case in your commercial due diligence report in our article here .

Business Case PowerPoint template

An effective business case requires both the right content and structure. A strong template and a few best practice examples can ensure the right structure and speed up the process of designing individual slides.

The Slideworks  Business Case Template for PowerPoint follows the methodology presented in this post and includes 300 PowerPoint slides, 3 Excel models, and three full-length, real-life case examples created by ex-McKinsey & BCG consultants.  

Often, companies have a preferred method of calculating a project's ROI. If this is not the case, you should use the one most appropriate to your project—break-even analysis, payback period, NPV, or IRR.

This free " Business Case ROI Template for Excel " can help you calculate project ROI and decide which method to use.

Key elements of a strong Business Case  

Involve subject-matter experts To develop a comprehensive business case, draw on insights from experts who understand the problem's intricacies and potential solutions. Involve colleagues from relevant departments such as R&D, sales, marketing, and finance to ensure all perspectives are considered.

Involve key stakeholders Get input from all relevant team members, including HR, finance, sales, and IT. This collaborative approach ensures the business case is built on verified expert knowledge. Encouraging teamwork and buy-in from internal stakeholders helps build a strong foundation of support.

Understand audience objectives Align your business case with the company’s strategic objectives and future plans. Clearly demonstrate how the project supports long-term company success. Consider the competition for resources and justify the investment by showing its relevance and importance.

Set a clear vision Communicate the purpose, goals, methods, and people involved in the initiative clearly. Detail what the project aims to solve or achieve and its impact on the organization. This clarity helps stakeholders understand the overall vision and direction of the project.

Be on point Be concise and provide only the necessary information needed for informed decision-making. Base your details on facts collected from team members and experts, avoiding assumptions. This precision ensures your business case is credible and actionable.

Check out our Go-To-Market Strategy post to take the next step on bringing your business idea to life.

What is the difference between a project business case and a project charter?

A project charter and a business case are distinct but complementary documents. The business case is created first and serves to justify the project's initiation by detailing its benefits, costs, risks, and alignment with organizational goals. It is used by decision-makers to approve or reject the project.

Once the project is approved, a project charter is often developed to formally authorize the project, outlining its objectives, scope, key stakeholders, and the project manager's authority. A summary of the business case is often included in the project charter.  

How long should a business case be?

A comprehensive business case doesn't have a specific page count but should be detailed enough to clearly communicate the project's benefits, costs, risks, and alignment with organizational goals. For small projects, it may be a few pages; for larger or complex projects, it typically ranges from 10-20 word pages (30-50 slides), excluding appendices. Sources: Harvard Business Press - Developing a Business Case 

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Cracking the Sales Code: Lessons from 8 Sales Case Studies

Note: Some of the recommended resources (tools, vendors, books) may include affiliate links. I only promote solutions I use myself or businesses I support personally.

While HubSpot’s sales report shows a decent close rate of 29%, the lower win rate of 21% suggests inefficiencies. This gap indicates that unqualified leads are likely slipping through the cracks, requiring a closer look at lead qualification and potentially a sales process refinement to improve conversion rates.

Challenges in selling may have many reasons:

• Selling has become more challenging with the changes in consumer behavior.
• Salespeople’s selling techniques are not as effective anymore as they were years ago.
• The supply of products and/or services offered has saturated the market
• The sales distribution has spread thinly among individual salespeople.

The journey from prospect to conversion is a maze of challenges, and within these challenges lie the keys to mastering the art of sales. 

To address these challenges and others, sales case studies offer valuable insights. Let’s delve into eight specific sales scenarios—selling something readily available for free, navigating crowded markets, approaching small and medium businesses with high-value solutions, tackling overseas sales, engaging with informed consumers, navigating long sales cycles, introducing emerging technologies, and overcoming price objections.

Each case study offers valuable lessons to be learned and applied to improve your sales strategy. The book, “ Built to Sell Creating a Business That Can Thrive Without You” target=”_blank” rel=”noreferrer noopener”>Built to Sell: Creating a Business That Can Thrive Without You ” provides essential guidance on transforming a business into a sellable asset by focusing on scalability and systematization. Integrating insights from this book into sales case studies offers valuable perspectives on how strategic planning and operational efficiency can lead to sustainable growth and increased valuation for businesses.

Now, in this exploration of sales case studies, let us delve into the dynamic process of sales and let us discuss challenging sales case studies and how to deal with them.

1. Selling Freemium Solutions Some products that are being sold have some free alternatives that people can get to. Examples include paid content and their free content alternative, CRMs, project management tools, and others. However, some businesses can sell these products and make good business out of it. Charging for something that could be obtained for free is feasible. That’s why services and products vary immensely – from smartphones to finding a carpenter or looking for apartments in the same area. So, how do you sell something that people could get for free? Let’s take the case of selling a Bottled Water. In a world where water is freely available, selling bottled water faced the challenge of convincing consumers to pay for something they could obtain at no cost. First, you need to identify the alternative options and how it presents an opportunity for your product. Let’s review what the options are if you want to gather water for free. Roughly speaking, you can either drink tap water or go to the nearest mountain or lake with seemingly good water. Tap water is known to contain certain chemicals like chlorine and aluminum sulfate. Pesticides and herbicides can also be found in some tests of tap water. This could cause asthma or different forms of skin damage, along with weakening the cells and a number of known and unknown problems (that add up with time). It’s dependent on the region, your neighborhood, the building, and the pipe installation in your home. Filtering is not a top priority for many since tap water wasn’t meant to be consumed orally in the first place. Some safety mechanisms are in place, but that’s not nearly enough. Plus, if you visit relatives or friends, there’s no way you can test the water upfront (every time). Spring water is somewhat clean as it’s being filtered through rocks. That said, you can’t rely on the structure of the water in different pools or rivers as it depends on different factors – like the flora or fauna living there, how far the stream is from the source, and the like (there are studies out there that explain everything more scientifically). You also need to determine what makes your product better. This will help convince people to pay a premium. Showcase the unique value proposition, emphasizing standards, safety, and convenience. The Bottled Water Case Study unveils the mastery of transforming a freely available resource into a premium, standardized product. Standards and Safety: Bottled water positioned itself as a safer, standardized alternative to tap water. Compliance with government regulations and quality standards reassured consumers about the purity and safety of the product. Convenience: The convenience of having access to clean water on the go became a significant selling point. Bottled water addressed the inconvenience and potential health risks associated with alternative sources, emphasizing the ease of carrying, accessibility, and reliability. Environmental Factors: Some brands further elevated value by promoting eco-friendly practices, contributing to the sustainability narrative. This additional layer of value appealed to environmentally conscious consumers. The Bottled Water Case Study demonstrates that by strategically emphasizing standards, safety, and convenience, a product can be transformed from a freely available resource into a premium solution with perceived value. All things considered, there are good reasons why bottled water is priced when people can obtain it for free. The filtering process is different and is standardized across brands. It’s more widely available than public sources (except for tap water), and it’s easier to carry small bottles whenever needed. Other goods, resources, tools, or services follow a similar process. Professional vendors invest in different activities to improve the quality of a product or a service – leading to higher demand and an actual business model. Free products and services always come with limitations – a premium provider can invest in customer support, the convenience of delivery, or anything else that is of value to the buyer. To sum it up, identify pressing problems that free alternatives face (in this case, lack of standardization and possible health risks) and turn the narrative in your favor. 2. Selling Products With Too Many Competitors

Is your business one of the many vendors selling different flavors of the same product (or in a niche with many competitors)?

This is where storytelling comes into play. People need solutions to problems in their specific industries.

Storytelling allows for putting those features to work by defining practical scenarios. Each business is unique in a way – there is a company mission, and there are business goals. And the company culture.

There’s a backstory to starting the business and an ideal subset of problems that are uniquely solved by a solution.

Stand out through storytelling. Examine the strategies of iconic brands like Nike and McDonald’s. Learn how they leveraged storytelling to create a unique identity and connect with their audience.

What Makes You Different?

If you are entering a saturated market, the question is: what makes you different?

There are tons of supermarkets, design agencies, and dentist offices. Yet, each one of them profiles in something unique or has some vibe attuned to the energy of their ideal audience.

• Nike sells sports equipment. But aside from the notorious “Just do it”, they’ve positioned themselves with multiple influencer-baked stories through athletes like Michael Jordan, Roger Federer, Tiger Woods, and lots of football players.
• McDonald’s spent $2.3 million in 1967 for a national advertising campaign, building a solid brand, pioneering outstanding customer service, and innovating in the “Happy Meals” department. Since then, they’ve created hundreds of incredible campaigns, including “love story” journeys with marriage proposals in their stores, responses to international events, and pivots in takeaway products (among others).

Businesses operate in different manners and follow various business processes . Some focus on quality, others – on price.

Each market has value for a specific audience. To build the bond between your business and your market, you need a story that serves as the bridge between you and your customers.

The mastery of storytelling by Nike and McDonald’s highlights the power of creating a unique brand narrative. By going beyond features and connecting emotionally with consumers, these brands established themselves as leaders in saturated markets.

3. Selling High-Value Solutions to SMEs

Selling high-value solutions to SMEs involves addressing specific challenges faced by smaller businesses that may not have the resources of larger enterprises.

The thing is, most small and medium business owners provide services or products that are not completely digital. Those that sell online goods and services would do fine through on-site and online sales and marketing .

Most “outstanding” solutions fall into one of the following categories:

• Those that would bring a ton of new customers to a business.
• Solutions that depend on someone who will manage the process, configure parameters, and talk to support staff to leverage the solution (after the onboarding/training process).
• Automation tools that will simplify the process (and possibly grow the traffic or bring new leads).
• Software that promises everything but won’t commit to a “money-back guarantee” if something goes wrong.

If I receive a hard offer for something that would yield a good multiplier on an annual basis and I’m 100% confident that this would work, I’ll pay the right amount. But that’s never the case.

For instance, if your software truly promises 3x growth of the business in a year, a company may not be able to cope with hiring and training in order to accommodate that growth.

And some businesses do prefer to stay small. Not every company aims to be the next Facebook or Airbnb.

Other tools depend on team members who are heavily involved in operations, maintenance, and adherence to a process. A business may be unable to allocate the resources required for the job. A small team only employs so many decision-makers and managers capable of allocating a good chunk of their time to something new that may or may not work.

Categorize solutions and tailor offerings to bring new customers, simplify processes, or promise growth. Understand the nuances of guaranteeing ROI and the importance of building a convincing case.

• Customer Acquisition Solutions: Tailor solutions that attract new customers to help SMEs expand their client base.
• Process Simplification Tools: Develop solutions that streamline processes, ensuring efficiency and ease of operation for SMEs.
• Growth-Promising Software: Offer tools that promise growth, providing SMEs with the means to scale their operations.
• Building a Convincing Case: Understand that SMEs often need reassurance about the return on investment. Build a compelling case by showcasing success stories, emphasizing long-term benefits, and offering flexible payment plans.

Successfully delivering high-value solutions to SMEs requires a nuanced understanding of their needs. By categorizing solutions and addressing specific pain points, businesses can establish trust and demonstrate the tangible benefits of their offerings.

All in all, if you build the right case and warm up a lead enough, you may be able to close a (new) client with the right proposition. 

4. Selling Overseas

Expanding sales overseas involves navigating diverse markets, understanding cultural nuances, and overcoming logistical challenges inherent in international business.

Navigate international waters through a mix of digital marketing, local hires, social media, and strategic partnerships.

• Digital Marketing Abroad: Leverage digital marketing strategies tailored to specific international markets. This includes localized content, targeted advertising, and SEO optimized for regional preferences.
• Local Hires for Market Insight: Employ local sales representatives who understand the cultural, economic, and business landscapes. Their insights can guide effective market penetration and relationship building.
• Social Media Engagement: Utilize social media platforms to engage with international audiences. Create content that resonates with diverse cultures and encourages dialogue with potential clients.
• Strategic Partnerships: Form strategic partnerships with local businesses. Collaborations can provide access to established networks, facilitate smoother operations, and enhance credibility in the target market.

There are plenty of ways – some traditional, others – creative.

Are you selling services or products, digital or physical, B2B or B2C?

Do you target a single country or worldwide?

What are the demographics of your target audience?

What techniques do competitors use for selling?

For B2C sales (less expensive digital products/services), digital marketing and advertising work well. 

Here’s what else you need to consider as a set of strategies for multinational sales penetration.

• Influencer marketing is a good investment, albeit long-term (it takes a while to work with multiple influencers on targeted campaigns).
• Hiring a local salesperson in each area is also a great idea. Selling more expensive products in a specific country (say, the US) may justify hiring a local salesperson there. Attending conferences, trade shows, meetups – and meeting prospects locally.
• Social media works in all cases, along with a well-maintained blog. The latter takes a while and is contingent on your content strategy and keyword research.
• Personal branding online could help you land podcast appearances and other interviews. Being able to position yourself in the right media outlets (that your prospects read) may yield good results.
• Consider partnerships, too. This is extremely valuable if you team up with a business managing a portfolio of “ideal” clients providing other services (complementing yours).

Triumph in international sales requires a multifaceted approach. By combining digital marketing, local expertise, social media engagement, and strategic partnerships, businesses can overcome the complexities of global markets and achieve success beyond borders.

5. Selling to “Informed” Consumers

In the age of information, consumers are more informed than ever before. They research products, read reviews, and compare options before purchasing. This shift in consumer behavior poses a unique challenge for sales professionals—how to engage and persuade individuals who already possess a wealth of information about the products or services they seek.

Adapt to the evolving consumer landscape by focusing on informed selling. Understand the preferences, knowledge, and expectations of modern consumers to tailor your approach.

Selling electric vehicles (EVs) in a market where consumers are becoming more informed about environmental issues and sustainable living was no easy feat for Tesla. But, Tesla strategically positioned its electric vehicles as not just cars but as a sustainable lifestyle choice. The company leveraged the increasing environmental awareness among consumers, emphasizing the benefits of EVs for reducing carbon footprints. 

Elon Musk’s transparent communication and updates on Tesla’s advancements in battery technology and autonomous driving also contributed to winning over the informed consumer. 

Acknowledge and respect the knowledge consumers bring to the table. Here’s how you can do it:

• Embrace Transparency and Honesty: Be transparent about your product or service, providing comprehensive information that complements the consumer’s understanding. Consequently, you build trust by being honest about your offerings. If a product has limitations or certain conditions, communicate them openly. Consumers appreciate authenticity.
• Tailor Your Pitch: Recognize that informed consumers seek personalized experiences. Tailor your sales pitch to address their specific needs and concerns. Showcase how your offering aligns with their individual preferences.
• Become an Advisor: Position yourself as an advisor rather than just a seller. Offer valuable insights, additional information, and industry knowledge. By adding value, you position your brand as a trusted resource.
• Leverage Digital Platforms: Meet informed consumers where they are – online. Utilize digital platforms, social media, and informative content to engage with your audience. Share educational content that goes beyond the basic product features.
• Understand Their Requirements: Practice active listening. Understand the specific requirements of the consumer, and align your pitch with what matters most to them. This demonstrates that you value their individual needs.
• Incorporate Consumer Feedback: Showcase that you value consumer opinions. Integrate feedback into your sales approach. Highlight improvements made based on customer input, demonstrating a commitment to continuous enhancement.
• Stay Up To Date: The consumer landscape evolves rapidly. Stay current with industry trends, consumer preferences, and emerging technologies. An adaptable sales approach ensures you resonate with the ever-changing informed consumer.

Adapting to the informed consumer landscape is not about circumventing their knowledge but aligning your strategies to complement it. 

Understanding their preferences, acknowledging their expertise, and offering a personalized and value-driven approach can help you navigate the challenges of selling to a well-informed audience with finesse.

6. Selling Over Long Sales Cycles

Extended sales cycles can test the endurance of sales professionals. Today, the B2B purchasing process involves an average of seven decision-makers. Navigating through intricate decision-making processes, especially in industries with long buying cycles, requires a strategic and patient approach.

Cultivate patience and resilience. Learn effective strategies to nurture leads, build relationships, and stay top-of-mind during extended decision-making processes.

Here’s how you can go about it:

• Long-Term Relationship Focus : Shift the focus from immediate transactions to long-term relationships. Understand that building trust and rapport takes time, especially in industries where decisions are intricate and involve multiple stakeholders.
• Segmented Lead Nurturing : Divide your leads into segments based on their position in the sales funnel. Tailor your communication and engagement strategies according to each segment’s needs. Provide targeted content that addresses specific concerns at each stage.
• Continuous Education : During prolonged sales cycles, prospects may seek deeper insights. Provide educational content that addresses industry challenges, emerging trends, and potential solutions. Position your brand as an authoritative source of valuable information.
• Stay Top-of-Mind : Stay relevant in your niche . Regular, non-intrusive communication is key. Utilize newsletters, informative emails, and personalized updates to stay top-of-mind. Consistency in communication reinforces your commitment and interest in the prospect’s journey.
• Adaptive Approach : Be adaptable in your sales strategies. Understand that client needs and priorities may shift during extended sales cycles. Stay informed about any changes in their organizational goals or challenges, and adjust your approach accordingly.
• CRM Integration : Implement a robust Customer Relationship Management (CRM) system to track and manage interactions. Leverage automation to streamline communication and ensure that no prospect falls through the cracks during a lengthy sales cycle.
• Timely and Relevant Follow-Ups : Timely follow-ups are crucial. However, ensure that your follow-ups are not perceived as intrusive. Instead, provide value with each interaction, offering additional insights, case studies, or information that aligns with the prospect’s needs.
• Internal Resilience Training : Equip your sales team with resilience training. Extended sales cycles can be emotionally draining; having a resilient mindset is crucial. Train your team to bounce back from setbacks and remain focused on the long-term goal.
• Proactive Relationship Management : Anticipate potential concerns that may arise during a prolonged sales cycle. Proactively address these concerns, demonstrating your commitment to understanding and overcoming obstacles.

IBM often deals with complex B2B sales cycles, especially in the technology and enterprise solutions sector. The good thing is that IBM understands the need for patience in enterprise-level sales so well that IBM is the seventh largest technology company by revenue and the 49th largest overall as of 2022 and is also one of the world’s largest employers, with over 297,900 employees worldwide in the same year.

The company focuses on relationship-building through continuous communication, providing valuable insights, and showcasing the long-term benefits of their solutions. IBM invests in educational content to guide prospects through the decision-making process, recognizing that major IT decisions take time and careful consideration.

Patience is not just a virtue; it’s a strategic advantage in navigating extended sales cycles. Staying adaptive to changing dynamics positions you for success in industries where patience truly pays off.

7. Selling Emerging Technologies

Challenge: Introducing and selling emerging technologies.

Navigating the uncharted waters of selling emerging technologies presents unique challenges. The market for these products is often undefined, and potential customers may be unfamiliar with the benefits or hesitant to adopt new, unproven solutions.

Embrace the unique challenges of selling cutting-edge products. Explore ways to position your offerings as solutions to emerging needs, targeting early adopters.

When Amazon introduced its voice-controlled virtual assistant, Alexa, it was a relatively new concept in the consumer market.

Amazon strategically targeted early adopters by emphasizing the convenience and futuristic aspects of voice-activated technology. They rolled out frequent updates, continually expanding Alexa’s capabilities, and integrated it with a variety of smart home devices. By positioning Alexa as an innovative solution for smart homes, Amazon effectively captured the early adopter market and set the stage for widespread adoption.

How can you do the same?

• Identify Innovators and Early Adopters: Recognize that early adopters are key players in the technology adoption lifecycle. Understand their characteristics, motivations, and risk tolerance. Tailor your marketing and sales strategies to appeal to this audience.
• Employ Informative Content Marketing: Develop comprehensive content that educates potential customers about the benefits and applications of the emerging technology. Use webinars, case studies, and whitepapers to showcase real-world scenarios and success stories.
• Collaborate with Industry Influencers: Partner with influencers, thought leaders, or industry experts who can vouch for the credibility and potential of your emerging technology. Their endorsement can significantly impact early adopter confidence.
• Offer Pilot Programs: Mitigate the risk for early adopters by offering pilot programs. Allow them to test the technology in a controlled environment, gathering feedback and addressing concerns before a full-scale launch.
• Personalize Messaging: Craft messaging that speaks directly to the pain points and challenges early adopters face. Showcase how your technology provides innovative solutions and addresses their specific needs.
• Iterate Product Development: Adopt an agile approach to product development. Leverage customer feedback to make continuous improvements and updates. Early adopters appreciate the opportunity to influence the direction of a product.
• Establish Thought Leadership: Position your company as a thought leader in the emerging technology space. Publish insights, research, and predictions about industry trends. Build trust by demonstrating your commitment to staying at the forefront of technological advancements.
• Participate in Industry Events: Attend and actively participate in industry events, conferences, and meetups focused on emerging technologies. Networking with potential early adopters provides valuable insights and establishes your presence in the community.
• Highlight Early Success Stories: Showcase success stories of early adopters who have experienced positive outcomes with your technology. Peer testimonials and success narratives can be powerful motivators for others considering adoption.

Effectively selling emerging technologies requires a balance of innovation, education, and strategic partnerships. Remember this to successfully navigate the challenges associated with introducing cutting-edge products to the market

8. Selling Over Price Objections

Price objections are a common hurdle in the sales process. Customers may perceive your product or service as expensive, leading to hesitancy or the exploration of more budget-friendly alternatives.

Entering a market dominated by established razor brands, Dollar Shave Club needed to justify its subscription-based model. Dollar Shave Club addressed price objections by focusing on the convenience and cost-effectiveness of its subscription service. 

The company highlighted the quality of its razors, the simplicity of doorstep delivery, and the overall savings compared to traditional razor purchasing. By providing additional value through a hassle-free experience and high-quality products, Dollar Shave Club successfully attracted customers despite initial price objections.

Highlight the value proposition beyond price. Showcase the long-term benefits, unique features, and additional value your product or service brings to overcome objections.

• Emphasize Comprehensive Value: Clearly communicate the holistic value your product or service provides. Highlight not only the immediate benefits but also the long-term advantages, cost savings, and positive impact on the customer’s business or life.
• Highlight Unique Selling Points: Identify and emphasize the unique features or attributes that differentiate your offering from competitors. Showcase how these distinctive elements contribute to a superior customer experience or enhanced outcomes.
• Provide ROI Demonstrations: Offer concrete demonstrations of the return on investment (ROI) that customers can expect. Use case studies, data analytics, or testimonials to illustrate how your product delivers tangible value that surpasses its cost.
• Create Value-Added Bundles: Package your product or service with complementary offerings to create additional value. Bundling allows you to present a more attractive overall proposition, making the price seem reasonable in comparison to the bundled benefits.
• Introduce Flexible Pricing Models: Explore flexible pricing options, such as tiered plans or subscription models. This allows customers to choose a pricing structure that aligns with their budget while still accessing essential features or services.
• Share Customer Success Stories: Leverage the power of customer testimonials and success stories. Showcase how other customers have overcome initial price concerns and achieved significant value and satisfaction over time.
• Offer Free Trials or Samples: Provide customers with the opportunity to experience your product or service through free trials or samples. Allowing them to test the offering firsthand can alleviate concerns and demonstrate its worth.
• Educational Materials on Value: Develop educational content that specifically focuses on the value derived from your product or service. Highlight the unique attributes that contribute to a positive customer experience or solve critical problems.
• Transparent Pricing Discussions: Be transparent in pricing discussions. Clearly articulate the value proposition and explain how the pricing structure aligns with the benefits and features offered. Open communication builds trust and addresses concerns.

Overcoming price objections involves showcasing the true worth of your product or service. 

But here’s a great tip from Thomas McKinlay, Founder of Ariyh :

When selling premium options or add-ons, use the price difference to your advantage by stating how much more the premium option costs compared to the basic one. For example, instead of showing the full prices ($190 vs $270), highlight the difference ($80 more). This approach makes the premium option feel cheaper and can significantly boost sales.

Effectively communicating comprehensive value, emphasizing unique selling points, and providing tangible evidence of ROI position your offering as a valuable investment rather than a mere expense.

Without a doubt, the sales industry is a dynamic one that requires adaptability, ingenuity, and strategic thinking. Exploring the various sales case studies brings to light the contemporary sales process and have gleaned priceless insights from major players in the field. 

I hope these insights help you as you start your sales journey and provide you the confidence to confidently navigate the difficult sales landscape. With these lessons in hand, you’re well-positioned to succeed in the constantly changing field of salesmanship. Cracking the sales code is a quest that never ends.

Do you struggle with sales and other business challenges ? Head to this sales guide and learn more practical tips and strategies.

My name is Mario Peshev, a global SME Business Advisor running digital businesses for 20 the past years.

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How to Use Sales Case Studies Effectively (With Examples and Mistakes to Avoid)

• February 10, 2021

Used right, sales case studies can boost your deal closing ratio, making them a valuable addition to your sales enablement library.

But here’s the thing…

There are hundreds of tutorials on how to create them. Not so much on how to use them in your sales process.

So that’s what we’re going to cover here. Keep reading for practical tips on how you can use your case studies to attract new prospects and convert existing prospects into paying customers.

• The value of a case study
• How to use case studies in the sales process
• Types and examples of sales case studies
• Making case studies easy to use
• What not to do

What Is a Case Study?

Let’s make sure we’re all on the same page here.

A case study in sales is any story, data, or evidence of your product or service benefitting a customer.

Case studies aren’t really about your company though. This is an easy mistake to make. The focus should always be on the benefits your customers and clients experience because of your company.

They should be data-focused, and should include the problem the customer went through and how your product helped the customer overcome it.

Case studies give you the ability to frame your product in the way you want.

They allow you to build one of the most valuable and hard-to-find things in sales — trust .

This makes the case study one of your most powerful sales tools.

The Value of a Case Study

A tool is only as good as its craftsman, and it’s the same with case studies. They aren’t the smoking gun that will immediately close the deal, but in the hands of a skilled SDR or AE, they can help you control the narrative and bat away objections .

Richard Harris of Harris Consulting had this to say,

“Case studies don’t actually make the sale. What they do is provide real-world validation.

The real value of a case study only applies once a conversation around the prospect use case has occurred. In most cases, the case study just verifies your legitimacy and allows the prospect to ‘check the box.’

You must have case studies, though. That’s for sure.”

That real-world validation is key. Hearing a convincing pitch is one thing, but seeing how a product or service works in the real world goes a long way to stripping objections and building trust in your brand.

A case study may not make someone buy, but not having a case study will almost certainly make it harder to close the deal.

How to Use Case Studies in the Sales Process

That’s all well and good, but how do you actually use a case study in your sales process?

Sales expert and VP of Sales at Vector Solutions, Phil Gerbyshak , shared with us the different ways his team utilizes case studies.

“My sales team uses case studies extensively for social proof.

We use them in first contact with customers as an opening attention grabber, to overcome an objection, and lastly, to ask for references.”

The concept of social proof is important. It builds trust in your brand’s ability to follow through with your promises and to solve your customer’s problems.

Here are some practical tips for using case studies to do that at every stage of the buyer’s journey.

Attracting and engaging new leads

As an online lead generation tool , case studies make an attractive offer. They have the added bonus of attracting your ideal customer at the precise moment they’re actively looking for solutions.

For this, rather than a one-page write-up, think in terms of a free guide detailing the challenges company X was facing, how their problem was solved, and what their experience has been with your product.

But free downloads aren’t the only way to use case studies to generate leads. They’re also a great format for webinars .

Of course, the key is to get the topic right. You want to focus on your customer and the success they’ve enjoyed, not on your company and product.

Good: How Company X Doubled Their Revenue in Y Weeks

Bad: How [Product Name] Helped Company X Overcome Y

RELATED: The Power of Social Selling (+ 7 Rules for Storytelling in Sales)

Don’t forget cold outreach . Case studies are the perfect excuse to reach out to a new lead. They ensure your first touch is value-add and selfless.

Building confidence during discovery and demos

Case studies can be used to answer questions, show use-cases, and prove that your product does what you say it does.

During any call , you can use them to keep things from stalling out or taking a negative turn.

And it’s easy to make the offer a natural part of your conversation. Phil told us that his team broaches the subject directly. They’ll ask something like,

“Here are some relevant results a company like yours got with us. Is this of interest to you?”

During a demo , case studies can turn a boring features-review into an engaging presentation.

And it’s as simple as telling stories about previous customers who struggled with specific problems, then showing how one of your features solves that problem.

You don’t need to trick the prospect into seeing a case study. This is information they likely want to see so they can make an informed purchase.

Often the best way to bring up a case study with a prospect is to simply ask if they want to see it.

Overcoming objections

One of the most valuable (and most obvious) benefits of a case study is using it to overcome objections .

Alex Greer , Founder & CEO, SIGNAL HQ, says,

“They are a great way to alleviate fear that an investment in a new solution may not work, or generate enthusiasm about the new capabilities a solution unlocks for an organization. Ultimately, they demonstrate your business has experience working with similar customers, and that your solution drives results.”

Fear is the enemy of every sale.

Your customers have to make a very important decision. They have to decide to invest a large amount of money and time into trying your solution to their problem. There will always be fear initially that your solution will be a poor investment.

Case studies allow you to address your customers’ pain points directly, with real-world data .

Phil again shared with us how his company brings this up to the customer. Once they find their customers’ main concern they’ll say something like,

“A client in a similar situation to you had that concern, and here’s what they did…”

Similar is the key here.

Your case study needs to be as similar to your current customer as possible. Richard Harris says that your,

“Potential customers want to know the case study, but they’ll rarely believe the case study will be equal to them.”

Many prospects think that their company and its problems are so unique that no case study will truly capture the depth of their problem. Sometimes this is true, sometimes not. That’s not important.

What is important is that you realize you’ll always be fighting an uphill battle to prove your case study applies to your prospect.

The less similar the case, the harder that fight will be. Which is why choosing a case study that’s too dissimilar can end up creating more objections instead of removing them.

So make life easier for yourself. Take the time to pick as similar a case study as you can.

What Are the Three Types of Case Studies?

There are a few types of sales case studies:

• Explanatory
• Instrumental
• Implementation

We’ll cover these types in more detail below, along with case study examples for each.

1. Explanatory Case Study

It is essential to remember that a case study incorporates an oral discussion of your findings with the potential client before they commit to anything, as it can make or break a sale.

Explanatory case studies are primarily descriptive studies that do well with complex solutions common in  enterprise technology   and healthcare. They typically use a few instances of a phenomenon to show how the existing solution works. Explanatory case studies only use one or two occurrences to familiarize prospects with how to solve an unfamiliar problem.

Sales Case Study Example: Chargebee

Chargebee  has a great  explanatory case study  of how their customer, Freshdesk, was able to scale their helpdesk services from 500 to 8,000 customers by introducing a single source of truth onto a single dashboard.

2. Instrumental Case Study

One way to help your prospects gain insight into the solution you are selling is through an instrumental case study.

This type of case study does not focus on the results, but instead on understanding the relationship between the problem and its solution. This works best for technical products or software programs. When things get technical, however, it can be hard to know when to use technical terms or plain language.

Sales Case Study Example: Aspire Systems

Aspire Systems  created an  instrumental case study  where they developed a data integration platform for a leading vendor of data integration solutions. With this case study, they did a fantastic job of creating summary sections using layperson terms while using images of their system architecture that clearly shows their processes even when using technical language.

3. Implementation Case Study

The implementation case study is a quick way to showcase your previous customer’s success stories. This type of case study shows what problem needed to be solved, what solution was used, and how it was implemented.

It’s important for sales reps to quickly showcase the problem-solution-result, and a great way to do so is through a brief case study that focuses on the implementation part. Implementation case studies can be just one page or several, but it should always include the problem being solved, how the solution was executed, and why this particular solution stands out as an example for other companies in similar industries.

Sales Case Study Example: Mitsubishi Electric

Mitsubishi Electric  created a  one-pager  case study for sales teams about how their solution helped Twilight Cruises address passenger complaints about comfort. This implementation case study stands out because Mitsubishi ensured that Twilight furnished a well-crafted testimonial about the new air conditioning units in a way that it builds faith and trust among readers.

Making Case Studies Easy to Use

For your case studies to be relevant, you need to be able to choose the perfect case study for the perfect moment.

You likely have been given a large pile of resources to help you sell — from random specs and data to full-on case studies.

It can often be overwhelming, and finding the gold in that pile can often be difficult.

Alex Greer had some more tips for us here,

“It’s important for everyone in your sales organization to know exactly where to access an index or database of all your referenceable customers and collateral. You can organize this with something as simple as an Excel or Google Sheet, or a more robust asset management system in Salesforce, Highspot, Showpad, or similar.

This customer reference index should have (at least) the following types of tags, since each customer will give their own set of permissions:

– Publicly Referencable by Name? (Yes/No)

– Publicly Referencable in Written Communication? (Yes/No)

– Permission to display logo? (Yes/No)

– Links to Testimonial Webpages

– Links to Testimonial Videos

– Links to Written Case Studies

– Links to Webinars

– Links to Slides”

Having an index like this is perfect for keeping track of your case studies, so you’re not jumping from email to email, or wasting time searching through your hard drive to find the one case study that’s a perfect fit.

RELATED: The Complete Guide To Auditing Your Sales Content Library

Even with an index like this, though, it’s important to know your case studies well. You need to know what to look for when you start dealing with a client.

Another excellent way to utilize an index like this is to put it on your website and let it do much of your work for you.

Create a case studies page

One of the most valuable resources you can provide on your website is an easy-to-find page on your website filled with all of your best case studies. Your sales teams can even use them to nudge prospects closer to their buying decision!

This does two things for you.

• It works passively to attract new customers who are impressed with what you’ve done for other companies.
• It works as a valuable resource when you’re selling.

When you’re talking to a prospect, it acts as a database, where you can easily search the exact study you need. It also allows you to direct customers to it, or show them directly if you’re talking to them in-person.

Outreach does a great job with this. They have a Customer Stories page that’s easy to find and chock full of great case studies.

Today’s buyers are used to having a huge amount of data available to them. When buying anything, their first instinct is to look at user reviews.

Deloitte’s consumer review says that “customers are very used to having a huge amount of data available to them.” What’s more, ”81% of customers read reviews and check ratings.”

So make the data available.

Give your customers the tools to sell themselves on you.

If you don’t have a page like this, then you need one. Your website is free real estate to show people how great your company and product is. Use it.

Use case studies to get case studies

All of these benefits require that you have applicable case studies to use. So an important way to utilize your case studies is to use them to actually to get more case studies and reviews.

Phil Gerbyshak says that his team does this by, again, being very straightforward and simply saying,

“We have a review/case study from a client like you, would you be open to sharing one as well?”

This will help keep your case studies page and index full and make sure you and your sales team have the ammunition to keep every deal moving forward.

What NOT to Do

There are a few pitfalls to avoid when using case studies.

Don’t lie or stretch the truth.

This should be pretty obvious. These days it is easier than ever to fact check. If you’re caught in a lie, any trust you’ve built up — and likely the sale itself — is gone.

Don’t forget who you’re talking to.

Like I mentioned before, the case study should be a similar case to the customer you’re speaking to. They shouldn’t need to stretch their imagination to see how this applies to them.

Don’t focus on how great your company is.

The case study’s focus should be on the customer’s benefit .

If it sounds too much like propaganda or a promo, you’ll lose your customer focus.

Once people think they’re being sold to, they’ll often either stop listening or stop trusting you. They’ll start looking much more critically at everything you’re saying, wondering if you’re telling them the truth or not.

If you do a case study right, they’ll still walk away thinking your company is great, even though you never told them that directly.

Don’t forget about the data.

The more data-focused, the better. A good case study should be backed by facts, even if you’re telling it in story form. This has the added bonus of lending itself to visually engaging elements such as graphs and charts.

Final Words

Case studies can be a very powerful tool to have in your sales toolbelt. So, equip yourself.

Gather your case studies, and use them to convert potential sales into very real revenue.

Scott Barker

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Top 22 Case Study Examples That Boost Sales (+ Templates and Tips)

Bluleadz Marketing | June 29, 2023 | Case Studies | 20 min read

Quick Links

• 1.   What Is It?
• 2.   Why They're Important
• 3.   Case Study Length
• 4.   Where Do I Put Them?
• 5.   Case Study Format
• 6.   How to Write One
• 7.   Examples
• a.   PDF
• b.   Online

The Best Case Study Examples

• 1.  Adobe: Royal Bank of Scotland
• 2.  BrightEdge: Stanley
• 3.  LeadGnome: Host Analytics
• 4.  Bitly: Vissla
• 5.  Taboola: The Line
• 6.  OutBrain: Lane Bryant
• 7.  Google Analytics: Optimizely
• 8.  LinkedIn: HubSpot
• 9.  LevelEleven: Staples
• 10.  Life Size: Rackspace
• 11.  Five9: Weed Man
• 12.  LogMeIn: Extent Technologies
• 13.  Red Hat: North Carolina State Websites
• 14.  VMWare: CenturyLink
• 15.  HPE: Mendix
• 16.  Gravitate: Global Expeditions Group
• 17.  IDEO: INFARM
• 18.  Forge and Smith: Happy Planet
• 19.  CoSchedule: English Heritage
• 20.  Slack: OpenAI
• 21.  Square: The Epicurean Trader
• 22.  Bluleadz: BandGrip

Building an effective content marketing strategy that can take your prospects through every stage of the buyer's journey means creating a variety of content.

From relevant, informative blog content to engaging webpages, landing pages, whitepapers, and emails, a comprehensive content marketing strategy should run deep.

One powerful, but often underused, piece of content is the case study .

What Is a Case Study?

A case study acts a narrative, featuring real-world situations where certain products or services are used in a way that demonstrates their value. They are a special type of thought leadership content that brands can use in marketing and sales to guide their target audience to the decision stage of their buyer's journey . Engaging case studies walk prospects through how a real life customer identified a specific pain point , started using your product or service, and overcame that pain point while reaping additional benefits.

A case study is a unique type of thought leadership content that tells a story.

Case studies are narratives that feature real world situations or uses of products or services to demonstrate their value. A well written case study will follow a customer as they define a problem, determine a solution, implement it, and reap the benefits.

Case studies offer readers the ability to see a situation from the customer's perspective from beginning to end. 

Need an example of a case study? Check out some of our case studies here !

Why case studies are important.

A marketing case study is one of the most compelling content items in your sales funnel .

It’s the perfect way to guide people into and through the decision phase, when they have the best options laid out on the table and they’re ready to puzzle through that final selection.

Because of this, case studies are uniquely useful as bottom of the funnel content .

By the time prospects are ready to read case studies, they have a nuanced grasp of the problem in front of them. They also have a good selection of potential solutions and vendors to choose from.

There may be more than one option that’s suitable for a given situation. In fact, there usually is. But there’s just one option that fits the prospect best. The challenge is figuring out which one.

Since B2B decision makers aren’t mind readers, they need content to bridge the gap between “what they know about your solution” and “what they know about their own business.” The case study does that by showing how a similar customer succeeded.

The more similar the prospect is to the customer in the case study, the more striking it will be.

For that reason, you might want to have a case study for every buyer persona you serve. And naturally, case studies pertain to specific products or services, not your whole brand.

So, you could find yourself with multiple case studies for each buyer type.

However, the effort is worth it, since case studies have a direct impact on sales figures.

How Long Should a Case Study Be?

Honestly, the more to-the-point you can be in a case study, the better.

Great case studies should pack a lot of meaning into a small space. In the best examples, your reader can grasp the single main idea of each page in a short paragraph or two.

Each detail should build on the next, so they’ll keep moving forward until the end without getting distracted.

Sure, it’s no Dan Brown novel, but if you do it right, it’ll still be a real page-turner.

Note: Some businesses will have a brief case study in PDF form to use as sales collateral then a longer form, more in-depth version of the same case study on their website. In this case, it can be normal to write a lengthier case study.

Where Should I Put My Case Studies?

Anywhere you want, really!

Ideally, you should upload case studies somewhere on your website so new leads coming to your site have the opportunity to see just how kickass your business is at driving revenue and results for your current customers.

Whether it's an online case study or a PDF version, making your successes available to the public can prove just how valuable your efforts are.

Plus, make sure every member of your sales team has access to your case studies so they can use them as sales collateral to send to prospects and opportunities! A quick PDF attachment to a sales email can be very convincing.

It can also help to sprinkle links and CTAs to your case studies throughout your content:

The Best Case Study Format

• Introduction: Provide context for the story.
• Challenge: Describe the primary issue being faced.
• Solution: Identify the product or service being used.
• Benefit: Emphasize the most impactful advantages.
• Result: Detail the specific outcomes the customer earned.

Like press releases, case studies often fall into a certain specific format.

While it’s not required that you have all of the possible topics in a particular order, picking a consistent format will help you accelerate production down the road. It also makes your content easier to read.

Many B2B businesses use the following approach:

• Introduction: sets the stage by providing context for the situation.
• Challenge: discusses the key problem that the customer was facing.
• Solution: a basic overview of the product or service the customer used.
• Benefit: recaps the solution’s top advantages – why it was the right choice.
• Result: the positive business outcome arising from the solution and benefits.

This formula gives you enough flexibility to highlight what’s most important about your enterprise, solution, and the customer you’re showcasing.

At the same time, it ensures that your team will know exactly what information they need to compile to design case studies in the future.

It also serves as an intuitive trail of breadcrumbs for your intended reader.

How to Write a Case Study

1. Ask Your Client/Customer for Approval.

This first step is crucial because it sets the layout for your entire case study. 

If your client or customer gives the ok to use their name and information, then you can add as much detail as you want to highlight who they are, what you helped them do, and the results it had.

But, if they would rather remain anonymous or want you to leave out any specific details, you’ll have to find a way to keep your information more generalized while still explaining the impact of your efforts.

2. Gather Your Information.

Like any good story, a marketing case study has a beginning, middle, and end. Or, you could think of it as “before, during, and after.”

Before: The Problem

Your case study will always open by presenting a problem suffered by one of your clients.

This part of the study establishes what’s at stake and introduces the characters – your company, the client company, and whichever individual decision makers speak for each side.

During: The Solution

Once you define the problem, the next step presents your offering, which serves as the answer to the dilemma.

Your product or service is, in a very real sense, the hero of the story. It catalyzes the change, which you describe in terms of your features, advantages, and other differentiators.

After: The Result

In the final step, you discuss the “happy ending” brought about by your solution.

Returning to the “stakes” you established at the very start, you expand on how much better things are thanks to your intervention. You want prospects to imagine themselves enjoying that level of success.

3. Get a Quote.

Of course, a study about two corporations isn’t very interesting on its own. The best case studies personify the protagonists, including the vendor and the client company, by having plenty of quotes peppered throughout the entire story.

Naturally, the business problem to be solved is the big, bad villain here, so you want the client (and preferably, your own team as well) to weigh in on that problem: How complex it is, what solving it would mean, and what not solving it would cost.

Then, as the situation turns around, testimonials become essential.

Naturally, the longest, most emphatic testimonial should come from the top decision maker. But you should aim to include a glowing quote from many different stakeholders – representing the full cast of “characters” who might be making consensus buying decisions around your solution.

Note: Don’t use a testimonial or quote if your case study is anonymous. 

4. Find Some Compelling Graphics.

A case study isn’t a whitepaper: You shouldn’t be trudging through page after page of text.

In fact, some of the most powerful case studies establish their own vivid, graphics-heavy style – looking a lot more like an infographic, or even a magazine, than traditional B2B marketing collateral.

Color blocks , strong contrasts, skyscraper photography, and hero shots are all on the table when it comes to case studies. The more data you have to convey, the more creative you should be in presenting it so it can be understood at a glance. 

15 Great Examples of Offline Case Studies

1. adobe: royal bank of scotland.

This study focuses on the solutions Adobe provided for the Royal Bank of Scotland. Their top challenges included fostering a culture of data driven decision making, eliminating disjointed systems, and delivering digital experiences that are relevant and easy to use.

Adobe's approach resulted in a 20 percent increase in conversion, as well as improved internal communications, faster optimization, and a reduction of their content management footprint. 

2. BrightEdge: Stanley

In 2015, Stanley consolidated two separate brand web properties into one site. The process needed to mitigate traffic disruption, improve traffic, and increase organic search results.

The results? Almost 40 percent of keywords Stanley ranked for were on the first page of organic results, and the company generated a 100 percent lift in revenue, thanks to support from the BrightEdge platform.

3. LeadGnome: Host Analytics

Host Analytics moved to an account based marketing strategy in 2015. They noticed that the marketing efforts were limited by a large number of low quality needs.

Their problem was solved when they used an automated email marketing approach from LeadGnome to nurture and qualify leads via email marketing.

4. Bitly: Vissla

Vissla is an online ecommerce company with a need to understand big data across multiple marketing platforms.

Bitly provided a a way to consolidate data and literally link channels together to display all information on a single dashboard.

5. Taboola: The Line

The Line is an online boutique that offers shoppers a unique experience and showcases products that can be found at their brick and mortar store in NYC's Soho neighborhood. Their goal was to increase first time visitors to their site.

Taboola offers a product that drives first time users. The result? Over 72 million impressions within three months, and email subscriber growth of 12 percent.

6. OutBrain: Lane Bryant

Lane Bryant, the leading retailer for women sized 14 – 28, launched a campaign designed to celebrate all women and redefine the traditional notion of sexy with a simple message – ALL women are sexy.

The goal was to amplify the campaign and drive traffic and engagement.

The result? OutBrain used media amplification to take the campaign viral, resulting in over 48,500,000 impressions in just two weeks!

7. Google Analytics: Optimizely

Optimizely is a leading online A/B testing and user experience optimization platform that offers innovative data-driven marketing solutions to maximize user experience and keep them coming back for more. 

The challenge they faced was better identifying page views to determine where customers are in the buying cycle.

The solution was provided by using data from Google Analytics Premium to successfully move leads through the sales funnel.

8. LinkedIn Marketing Solutions: HubSpot

HubSpot, in search of quality leads, turned to LinkedIn Marketing Solutions to engage with marketing professionals in small to medium sized businesses, targeting them with ebooks, webinars, and how-to guides. Sponsored organic content appeared in members' LinkedIn feeds.

The result: 400 percent more leads within their target audience than efforts on other platforms.

9. LevelEleven: Staples

LevelEleven helped Staples focus their teams on the critical sales activities that matter.

The end result? Their team developed a better understanding of the KPIs that matter and experienced a 182 percent increase in key selling activities.

10. LifeSize: Rackspace

Rackspace is a world leader in hybrid cloud computing with offices throughout the world. The challenge was collaborating and communicating across offices.

The approach? LifeSize created a video solution to build stronger relationships across international offices.

11. Five9: Weed Man

Five years ago, the lawn care company Weed Man had an idea -- If their phone-based reps could connect with more prospects, more decisions would result, without adding sales reps.

The solution? Five9 assisted Weed Man with migrating their data to the cloud. This case study shows why SMBs like Weed Man should store business data on the cloud for CRM.

12. LogMeIn: Extent Technologies

One of the better, more concise case study examples, this one page synopsis clearly defines the challenges and goals of Extent.

It explores how LogMeIn provided effective solutions and produced stellar results, including a boost in staff productivity, an increase in first contact resolution rate, and an improvement in overall service. 

13. Red Hat: North Carolina State Websites

Under mandate from the governor, the North Carolina Department of Information Technology needed to update state websites to overcome complex processes and limited technical resources.

The resulting solutions from Red Hat reduced maintenance times and lowered staffing costs.

14. VMWare: CenturyLink

This study addresses the complexities of cloud hosted infrastructure. One element of all case study examples is to educate perspective clients about the services and products offered.

This study takes a complex subject and makes it easy to understand, while clearly outlining the solutions VMWare can provide.

15. Hewlett Packard Enterprise: Mendix

This study breaks down another complex subject: rapid hosted cloud app development.

HPE links to additional content so readers can gain even more knowledge about the subject and the solutions HPE offers.

7 of the Best Online Case Studies

1. gravitate: global expeditions group.

This case study is a great example of how to break up a detailed case study for an easier read.

Gravitate starts off by introducing their client, Global Expeditions Group (GXG), to give visitors a little background into what they do. They then dive straight into what their role was in helping GXG with a robust content marketing strategy.

What catches your eye at the beginning of this case study is the results. Rather than forcing readers to find out the impact of their efforts at the very end, they call out some major statistics and improvements that they helped GXG achieve. It's a great way to entice readers to keep them wanting to learn just how they did it.

Gravitate did a great job breaking up their rather long case study. Since it focuses on an entire content marketing strategy, they put various parts of their case study into separate sections, from their rebranding efforts to their website design and copywriting.

2. IDEO: INFARM

What we like so much about IDEO's case study about INFARM is that it reads just like a simple blog post – there's no sections and no busy graphics. While this doesn't work for everyone, it really matches the vibe of IDEO's brand.

This case study is short, sweet, and to the point, with the largest elements on the page being the images and a quote. At the very top, they outline the entire case study in two small sections – the challenge and the outcome.

What we like about this particular case study is how IDEO talks about what's next for INFARM. Beyond the typical problem-solution-result structure, they took it one step further to talk about the future and what INFARM plans on doing next. 

3. Forge and Smith: Happy Planet

Forge and Smith effectively uses real mockups and examples from the work they did for Happy Planet to showcase their work in action.

This case study is perfectly designed into multiple modules to break up chunks of text into three phases. They start off with the objectives they set in place for their website design and development work for Happy Planet, which is pretty unique for a case study.

What's great about this case study is the opportunity to view the finished website. A hyperlink isn't just hidden within the text forcing you to dig around looking for it; it's called out right then and there to let you view their finished work on the Happy Planet website.

Another great feature is the option to view a previous case study or all the case studies if you're interested. No need to locate the main page, you have direct access! 

4. CoSchedule: English Heritage

CoSchedule treats their case studies as customer stories, highlighting who their customers are and how their platform was able to help them. Their case study on English Heritage is simple to view and comprehend.

On the left, there is a customer spotlight on English Heritage, complete with a company logo, brief description, industry, company size, size of the marketing team, and more. These little details help give you a better idea of who the company is.

Then, on the right side of the screen, is a blog-like case study.

Rather than breaking up their message into the standard format, CoSchedule calls out the results that English Heritage has seen since switching to CoSchedule. Within each result, they touch on the challenge they had before CoSchedule then the lasting impact it created.

Throughout the case study, CoSchedule includes relevant screenshots and impactful quotes from English Heritage employees. This helps readers visualize what they are talking about.

5. Slack: OpenAI

Artificial Intelligence (AI) tools have quickly claimed center stage in the digital world. Slack is one business that hopped on the bandwagon and incorporated AI generated assistance into their platform, and this case study tells a story of success using modern technology.

In this case study , Slack relies heavily on testimonials to share the impact that OpenAI has made on their product. The story of Slack and OpenAI is told directly to readers by the people who experienced the partnership and how it can improve user experience for all kinds of businesses. Sharing a success story in this way makes the whole case study feel much more personal than just providing a list of statistics. 

When customers read through the case study, they'll get to know perspectives from multiple people, hopefully coming across one that really resonates with them. 

6. Square: The Epicurean Trader

The Epicurean Trader case study featured on the Square website follows the tried and true structure for a closer look into a success story. First, this case study introduces The Epicurean Trader and what problems they were facing as a retail business. 

The next section of the case study discusses the solution proposed by Square and the implementation of their products as The Epicurean Trader expanded their business. Finally, this case study concludes with notable impacts as a result of using Square's software, including revenue growth and comparisons to standards set within the industry. 

Reading through this case study, you'll join The Epicurean Trade on their journey to enhance their retail practices. Thanks to testimonials from the owner of the business, you'll also get an inside look at how this brand was able to grow with some help from Square. 

Overall, this case study example is clear, concise, and easy to follow. Readers will get to know a highlighted business and how Square stepped in to resolve a problem they were facing. 

7. Bluleadz: BandGrip

We couldn't  not pat our own backs for recently publishing a case studies page on our website.

Bluleadz often uses case study PDFs as sales collateral to send to qualified prospects. While we used these PDF designs internally, we wanted to make sure our client success stories were available to everyone coming to our site.

Thus, our case study page was born.

Our BandGrip case study really sticks out to us. We start off by introducing who BandGrip is, who they serve, and what they do.

Then, we highlight the struggles they were having with getting demo sign-ups on their page. We included relevant quotes from the CEO to show their need for a solution.

We then begin to outline all the pre-show and post-show tactics that we implemented to help them tackle their challenge and earn them more demo sign ups. Landing page screenshots and other various graphics help readers visualize what we were able to do.

Toward the end of the case study, we highlight the impact of our efforts, calling out some of the major statistics. 

Highlight Your Past Successes to Attract Future Business

Each of these case study examples does an excellent job of outlining the challenges, solutions, and results provided. If you are building a portfolio of case studies, use these excellent examples for inspiration and format.

Once you master the art of the case study, you’ll find it’s packed with marketing power, giving you a huge ROI for the time you put into creating it.

If your leads have been falling off in the decision phase, a marketing case study may be just what you need.

Case studies are a powerful tool in your content marketing arsenal, so why not create one today? Click below to create your very own case study!

General FAQ

What is a case study.

Case studies are narratives that feature real-world situations or uses of products or services to demonstrate their value. A well-written case study will follow a customer as they define a problem, determine a solution, implement it, and reap the benefits.

The more to-the-point you can be in a case study, the better. Case Studies typically range from 500 words to 1,500 words depending on what's getting highlighted.

What Format Should My Case Study Be In?

Typically, a case study contains an introduction, a challenge, a solution, a benefit, and a result.

Why are Case Studies Important?

Case studies allow businesses to showcase how their product or service has been implemented successfully by their customers. It allows businesses to show how their product/service is actually used and the impact that it can have.

Jackie Jacobson

Jackie is a Copywriter at Bluleadz. She graduated from Elon University with a degree in Creative Writing and is currently living in Charlotte, NC. If you need her, you can find her exploring the city or relaxing with a good book.

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15 Real-Life Case Study Examples & Best Practices

Written by: Oghale Olori

Case studies are more than just success stories.

They are powerful tools that demonstrate the practical value of your product or service. Case studies help attract attention to your products, build trust with potential customers and ultimately drive sales.

It’s no wonder that 73% of successful content marketers utilize case studies as part of their content strategy. Plus, buyers spend 54% of their time reviewing case studies before they make a buying decision.

To ensure you’re making the most of your case studies, we’ve put together 15 real-life case study examples to inspire you. These examples span a variety of industries and formats. We’ve also included best practices, design tips and templates to inspire you.

Let’s dive in!

Table of Contents

What is a case study, 15 real-life case study examples, sales case study examples, saas case study examples, product case study examples, marketing case study examples, business case study examples, case study faqs.

• A case study is a compelling narrative that showcases how your product or service has positively impacted a real business or individual. 
• Case studies delve into your customer's challenges, how your solution addressed them and the quantifiable results they achieved.
• Your case study should have an attention-grabbing headline, great visuals and a relevant call to action. Other key elements include an introduction, problems and result section.
• Visme provides easy-to-use tools, professionally designed templates and features for creating attractive and engaging case studies.

A case study is a real-life scenario where your company helped a person or business solve their unique challenges. It provides a detailed analysis of the positive outcomes achieved as a result of implementing your solution.

Case studies are an effective way to showcase the value of your product or service to potential customers without overt selling. By sharing how your company transformed a business, you can attract customers seeking similar solutions and results.

Case studies are not only about your company's capabilities; they are primarily about the benefits customers and clients have experienced from using your product.

Every great case study is made up of key elements. They are;

• Attention-grabbing headline: Write a compelling headline that grabs attention and tells your reader what the case study is about. For example, "How a CRM System Helped a B2B Company Increase Revenue by 225%.
• Introduction/Executive Summary: Include a brief overview of your case study, including your customer’s problem, the solution they implemented and the results they achieved.
• Problem/Challenge: Case studies with solutions offer a powerful way to connect with potential customers. In this section, explain how your product or service specifically addressed your customer's challenges.
• Solution: Explain how your product or service specifically addressed your customer's challenges.
• Results/Achievements : Give a detailed account of the positive impact of your product. Quantify the benefits achieved using metrics such as increased sales, improved efficiency, reduced costs or enhanced customer satisfaction.
• Graphics/Visuals: Include professional designs, high-quality photos and videos to make your case study more engaging and visually appealing.
• Quotes/Testimonials: Incorporate written or video quotes from your clients to boost your credibility.
• Relevant CTA: Insert a call to action (CTA) that encourages the reader to take action. For example, visiting your website or contacting you for more information. Your CTA can be a link to a landing page, a contact form or your social media handle and should be related to the product or service you highlighted in your case study.

Now that you understand what a case study is, let’s look at real-life case study examples. Among these, you'll find some simple case study examples that break down complex ideas into easily understandable solutions.

In this section, we’ll explore SaaS, marketing, sales, product and business case study examples with solutions. Take note of how these companies structured their case studies and included the key elements.

We’ve also included professionally designed case study templates to inspire you.

1. Georgia Tech Athletics Increase Season Ticket Sales by 80%

Georgia Tech Athletics, with its 8,000 football season ticket holders, sought for a way to increase efficiency and customer engagement.

Their initial sales process involved making multiple outbound phone calls per day with no real targeting or guidelines. Georgia Tech believed that targeting communications will enable them to reach more people in real time.

Salesloft improved Georgia Tech’s sales process with an inbound structure. This enabled sales reps to connect with their customers on a more targeted level. The use of dynamic fields and filters when importing lists ensured prospects received the right information, while communication with existing fans became faster with automation.

As a result, Georgia Tech Athletics recorded an 80% increase in season ticket sales as relationships with season ticket holders significantly improved. Employee engagement increased as employees became more energized to connect and communicate with fans.

Why Does This Case Study Work?

In this case study example , Salesloft utilized the key elements of a good case study. Their introduction gave an overview of their customers' challenges and the results they enjoyed after using them. After which they categorized the case study into three main sections: challenge, solution and result.

Salesloft utilized a case study video to increase engagement and invoke human connection.

Incorporating videos in your case study has a lot of benefits. Wyzol’s 2023 state of video marketing report showed a direct correlation between videos and an 87% increase in sales.

The beautiful thing is that creating videos for your case study doesn’t have to be daunting.

With an easy-to-use platform like Visme, you can create top-notch testimonial videos that will connect with your audience. Within the Visme editor, you can access over 1 million stock photos , video templates, animated graphics and more. These tools and resources will significantly improve the design and engagement of your case study.

Simplify content creation and brand management for your team

• Collaborate on designs , mockups and wireframes with your non-design colleagues
• Lock down your branding to maintain brand consistency throughout your designs
• Why start from scratch? Save time with 1000s of professional branded templates

Sign up. It’s free.

2. WeightWatchers Completely Revamped their Enterprise Sales Process with HubSpot

WeightWatchers, a 60-year-old wellness company, sought a CRM solution that increased the efficiency of their sales process. With their previous system, Weightwatchers had limited automation. They would copy-paste message templates from word documents or recreate one email for a batch of customers.

This required a huge effort from sales reps, account managers and leadership, as they were unable to track leads or pull customized reports for planning and growth.

WeightWatchers transformed their B2B sales strategy by leveraging HubSpot's robust marketing and sales workflows. They utilized HubSpot’s deal pipeline and automation features to streamline lead qualification. And the customized dashboard gave leadership valuable insights.

As a result, WeightWatchers generated seven figures in annual contract value and boosted recurring revenue. Hubspot’s impact resulted in 100% adoption across all sales, marketing, client success and operations teams.

Hubspot structured its case study into separate sections, demonstrating the specific benefits of their products to various aspects of the customer's business. Additionally, they integrated direct customer quotes in each section to boost credibility, resulting in a more compelling case study.

Getting insight from your customer about their challenges is one thing. But writing about their process and achievements in a concise and relatable way is another. If you find yourself constantly experiencing writer’s block, Visme’s AI writer is perfect for you.

Visme created this AI text generator tool to take your ideas and transform them into a great draft. So whether you need help writing your first draft or editing your final case study, Visme is ready for you.

3. Immi’s Ram Fam Helps to Drive Over $200k in Sales

Immi embarked on a mission to recreate healthier ramen recipes that were nutritious and delicious. After 2 years of tireless trials, Immi finally found the perfect ramen recipe. However, they envisioned a community of passionate ramen enthusiasts to fuel their business growth.

This vision propelled them to partner with Shopify Collabs. Shopify Collabs successfully cultivated and managed Immi’s Ramen community of ambassadors and creators.

As a result of their partnership, Immi’s community grew to more than 400 dedicated members, generating over $200,000 in total affiliate sales.

The power of data-driven headlines cannot be overemphasized. Chili Piper strategically incorporates quantifiable results in their headlines. This instantly sparks curiosity and interest in readers.

While not every customer success story may boast headline-grabbing figures, quantifying achievements in percentages is still effective. For example, you can highlight a 50% revenue increase with the implementation of your product.

Take a look at the beautiful case study template below. Just like in the example above, the figures in the headline instantly grab attention and entice your reader to click through.

Having a case study document is a key factor in boosting engagement. This makes it easy to promote your case study in multiple ways. With Visme, you can easily publish, download and share your case study with your customers in a variety of formats, including PDF, PPTX, JPG and more!

4. How WOW! is Saving Nearly 79% in Time and Cost With Visme

This case study discusses how Visme helped WOW! save time and money by providing user-friendly tools to create interactive and quality training materials for their employees. Find out what your team can do with Visme. Request a Demo

WOW!'s learning and development team creates high-quality training materials for new and existing employees. Previous tools and platforms they used had plain templates, little to no interactivity features, and limited flexibility—that is, until they discovered Visme.

Now, the learning and development team at WOW! use Visme to create engaging infographics, training videos, slide decks and other training materials.

This has directly reduced the company's turnover rate, saving them money spent on recruiting and training new employees. It has also saved them a significant amount of time, which they can now allocate to other important tasks.

Visme's customer testimonials spark an emotional connection with the reader, leaving a profound impact. Upon reading this case study, prospective customers will be blown away by the remarkable efficiency achieved by Visme's clients after switching from PowerPoint.

Visme’s interactivity feature was a game changer for WOW! and one of the primary reasons they chose Visme.

“Previously we were using PowerPoint, which is fine, but the interactivity you can get with Visme is so much more robust that we’ve all steered away from PowerPoint.” - Kendra, L&D team, Wow!

Visme’s interactive feature allowed them to animate their infographics, include clickable links on their PowerPoint designs and even embed polls and quizzes their employees could interact with.

By embedding the slide decks, infographics and other training materials WOW! created with Visme, potential customers get a taste of what they can create with the tool. This is much more effective than describing the features of Visme because it allows potential customers to see the tool in action.

To top it all off, this case study utilized relevant data and figures. For example, one part of the case study said, “In Visme, where Kendra’s team has access to hundreds of templates, a brand kit, and millions of design assets at their disposal, their team can create presentations in 80% less time.”

Who wouldn't want that?

Including relevant figures and graphics in your case study is a sure way to convince your potential customers why you’re a great fit for their brand. The case study template below is a great example of integrating relevant figures and data.

This colorful template begins with a captivating headline. But that is not the best part; this template extensively showcases the results their customer had using relevant figures.

The arrangement of the results makes it fun and attractive. Instead of just putting figures in a plain table, you can find interesting shapes in your Visme editor to take your case study to the next level.

5. Lyte Reduces Customer Churn To Just 3% With Hubspot CRM

While Lyte was redefining the ticketing industry, it had no definite CRM system . Lyte utilized 12–15 different SaaS solutions across various departments, which led to a lack of alignment between teams, duplication of work and overlapping tasks.

Customer data was spread across these platforms, making it difficult to effectively track their customer journey. As a result, their churn rate increased along with customer dissatisfaction.

Through Fuelius , Lyte founded and implemented Hubspot CRM. Lyte's productivity skyrocketed after incorporating Hubspot's all-in-one CRM tool. With improved efficiency, better teamwork and stronger client relationships, sales figures soared.

The case study title page and executive summary act as compelling entry points for both existing and potential customers. This overview provides a clear understanding of the case study and also strategically incorporates key details like the client's industry, location and relevant background information.

Having a good summary of your case study can prompt your readers to engage further. You can achieve this with a simple but effective case study one-pager that highlights your customer’s problems, process and achievements, just like this case study did in the beginning.

Moreover, you can easily distribute your case study one-pager and use it as a lead magnet to draw prospective customers to your company.

Take a look at this case study one-pager template below.

This template includes key aspects of your case study, such as the introduction, key findings, conclusion and more, without overcrowding the page. The use of multiple shades of blue gives it a clean and dynamic layout.

Our favorite part of this template is where the age group is visualized.

With Visme’s data visualization tool , you can present your data in tables, graphs, progress bars, maps and so much more. All you need to do is choose your preferred data visualization widget, input or import your data and click enter!

6. How Workato Converts 75% of Their Qualified Leads

Workato wanted to improve their inbound leads and increase their conversion rate, which ranged from 40-55%.

At first, Workato searched for a simple scheduling tool. They soon discovered that they needed a tool that provided advanced routing capabilities based on zip code and other criteria. Luckily, they found and implemented Chili Piper.

As a result of implementing Chili Piper, Workato achieved a remarkable 75–80% conversion rate and improved show rates. This led to a substantial revenue boost, with a 10-15% increase in revenue attributed to Chili Piper's impact on lead conversion.

This case study example utilizes the power of video testimonials to drive the impact of their product.

Chili Piper incorporates screenshots and clips of their tool in use. This is a great strategy because it helps your viewers become familiar with how your product works, making onboarding new customers much easier.

In this case study example, we see the importance of efficient Workflow Management Systems (WMS). Without a WMS, you manually assign tasks to your team members and engage in multiple emails for regular updates on progress.

However, when crafting and designing your case study, you should prioritize having a good WMS.

Visme has an outstanding Workflow Management System feature that keeps you on top of all your projects and designs. This feature makes it much easier to assign roles, ensure accuracy across documents, and track progress and deadlines.

Visme’s WMS feature allows you to limit access to your entire document by assigning specific slides or pages to individual members of your team. At the end of the day, your team members are not overwhelmed or distracted by the whole document but can focus on their tasks.

7. Rush Order Helps Vogmask Scale-Up During a Pandemic

Vomask's reliance on third-party fulfillment companies became a challenge as demand for their masks grew. Seeking a reliable fulfillment partner, they found Rush Order and entrusted them with their entire inventory.

Vomask's partnership with Rush Order proved to be a lifesaver during the COVID-19 pandemic. Rush Order's agility, efficiency and commitment to customer satisfaction helped Vogmask navigate the unprecedented demand and maintain its reputation for quality and service.

Rush Order’s comprehensive support enabled Vogmask to scale up its order processing by a staggering 900% while maintaining a remarkable customer satisfaction rate of 92%.

Rush Order chose one event where their impact mattered the most to their customer and shared that story.

While pandemics don't happen every day, you can look through your customer’s journey and highlight a specific time or scenario where your product or service saved their business.

The story of Vogmask and Rush Order is compelling, but it simply is not enough. The case study format and design attract readers' attention and make them want to know more. Rush Order uses consistent colors throughout the case study, starting with the logo, bold square blocks, pictures, and even headers.

Take a look at this product case study template below.

Just like our example, this case study template utilizes bold colors and large squares to attract and maintain the reader’s attention. It provides enough room for you to write about your customers' backgrounds/introductions, challenges, goals and results.

The right combination of shapes and colors adds a level of professionalism to this case study template.

8. AMR Hair & Beauty leverages B2B functionality to boost sales by 200%

With limits on website customization, slow page loading and multiple website crashes during peak events, it wasn't long before AMR Hair & Beauty began looking for a new e-commerce solution.

Their existing platform lacked effective search and filtering options, a seamless checkout process and the data analytics capabilities needed for informed decision-making. This led to a significant number of abandoned carts.

Upon switching to Shopify Plus, AMR immediately saw improvements in page loading speed and average session duration. They added better search and filtering options for their wholesale customers and customized their checkout process.

Due to this, AMR witnessed a 200% increase in sales and a 77% rise in B2B average order value. AMR Hair & Beauty is now poised for further expansion and growth.

This case study example showcases the power of a concise and impactful narrative.

To make their case analysis more effective, Shopify focused on the most relevant aspects of the customer's journey. While there may have been other challenges the customer faced, they only included those that directly related to their solutions.

Take a look at this case study template below. It is perfect if you want to create a concise but effective case study. Without including unnecessary details, you can outline the challenges, solutions and results your customers experienced from using your product.

Don’t forget to include a strong CTA within your case study. By incorporating a link, sidebar pop-up or an exit pop-up into your case study, you can prompt your readers and prospective clients to connect with you.

9. How a Marketing Agency Uses Visme to Create Engaging Content With Infographics

SmartBox Dental , a marketing agency specializing in dental practices, sought ways to make dental advice more interesting and easier to read. However, they lacked the design skills to do so effectively.

Visme's wide range of templates and features made it easy for the team to create high-quality content quickly and efficiently. SmartBox Dental enjoyed creating infographics in as little as 10-15 minutes, compared to one hour before Visme was implemented.

By leveraging Visme, SmartBox Dental successfully transformed dental content into a more enjoyable and informative experience for their clients' patients. Therefore enhancing its reputation as a marketing partner that goes the extra mile to deliver value to its clients.

Visme creatively incorporates testimonials In this case study example.

By showcasing infographics and designs created by their clients, they leverage the power of social proof in a visually compelling way. This way, potential customers gain immediate insight into the creative possibilities Visme offers as a design tool.

This example effectively showcases a product's versatility and impact, and we can learn a lot about writing a case study from it. Instead of focusing on one tool or feature per customer, Visme took a more comprehensive approach.

Within each section of their case study, Visme explained how a particular tool or feature played a key role in solving the customer's challenges.

For example, this case study highlighted Visme’s collaboration tool . With Visme’s tool, the SmartBox Dental content team fostered teamwork, accountability and effective supervision.

Visme also achieved a versatile case study by including relevant quotes to showcase each tool or feature. Take a look at some examples;

Visme’s collaboration tool: “We really like the collaboration tool. Being able to see what a co-worker is working on and borrow their ideas or collaborate on a project to make sure we get the best end result really helps us out.”

Visme’s library of stock photos and animated characters: “I really love the images and the look those give to an infographic. I also really like the animated little guys and the animated pictures. That’s added a lot of fun to our designs.”

Visme’s interactivity feature: “You can add URLs and phone number links directly into the infographic so they can just click and call or go to another page on the website and I really like adding those hyperlinks in.”

You can ask your customers to talk about the different products or features that helped them achieve their business success and draw quotes from each one.

10. Jasper Grows Blog Organic Sessions 810% and Blog-Attributed User Signups 400X

Jasper, an AI writing tool, lacked a scalable content strategy to drive organic traffic and user growth. They needed help creating content that converted visitors into users. Especially when a looming domain migration threatened organic traffic.

To address these challenges, Jasper partnered with Omniscient Digital. Their goal was to turn their content into a growth channel and drive organic growth. Omniscient Digital developed a full content strategy for Jasper AI, which included a content audit, competitive analysis, and keyword discovery.

Through their collaboration, Jasper’s organic blog sessions increased by 810%, despite the domain migration. They also witnessed a 400X increase in blog-attributed signups. And more importantly, the content program contributed to over $4 million in annual recurring revenue.

The combination of storytelling and video testimonials within the case study example makes this a real winner. But there’s a twist to it. Omniscient segmented the video testimonials and placed them in different sections of the case study.

Video marketing , especially in case studies, works wonders. Research shows us that 42% of people prefer video testimonials because they show real customers with real success stories. So if you haven't thought of it before, incorporate video testimonials into your case study.

Take a look at this stunning video testimonial template. With its simple design, you can input the picture, name and quote of your customer within your case study in a fun and engaging way.

Try it yourself! Customize this template with your customer’s testimonial and add it to your case study!

11. How Meliá Became One of the Most Influential Hotel Chains on Social Media

Meliá Hotels needed help managing their growing social media customer service needs. Despite having over 500 social accounts, they lacked a unified response protocol and detailed reporting. This largely hindered efficiency and brand consistency.

Meliá partnered with Hootsuite to build an in-house social customer care team. Implementing Hootsuite's tools enabled Meliá to decrease response times from 24 hours to 12.4 hours while also leveraging smart automation.

In addition to that, Meliá resolved over 133,000 conversations, booking 330 inquiries per week through Hootsuite Inbox. They significantly improved brand consistency, response time and customer satisfaction.

The need for a good case study design cannot be over-emphasized.

As soon as anyone lands on this case study example, they are mesmerized by a beautiful case study design. This alone raises the interest of readers and keeps them engaged till the end.

If you’re currently saying to yourself, “ I can write great case studies, but I don’t have the time or skill to turn it into a beautiful document.” Say no more.

Visme’s amazing AI document generator can take your text and transform it into a stunning and professional document in minutes! Not only do you save time, but you also get inspired by the design.

With Visme’s document generator, you can create PDFs, case study presentations , infographics and more!

Take a look at this case study template below. Just like our case study example, it captures readers' attention with its beautiful design. Its dynamic blend of colors and fonts helps to segment each element of the case study beautifully.

12. Tea’s Me Cafe: Tamika Catchings is Brewing Glory

Tamika's journey began when she purchased Tea's Me Cafe in 2017, saving it from closure. She recognized the potential of the cafe as a community hub and hosted regular events centered on social issues and youth empowerment.

One of Tamika’s business goals was to automate her business. She sought to streamline business processes across various aspects of her business. One of the ways she achieves this goal is through Constant Contact.

Constant Contact became an integral part of Tamika's marketing strategy. They provided an automated and centralized platform for managing email newsletters, event registrations, social media scheduling and more.

This allowed Tamika and her team to collaborate efficiently and focus on engaging with their audience. They effectively utilized features like WooCommerce integration, text-to-join and the survey builder to grow their email list, segment their audience and gather valuable feedback.

The case study example utilizes the power of storytelling to form a connection with readers. Constant Contact takes a humble approach in this case study. They spotlight their customers' efforts as the reason for their achievements and growth, establishing trust and credibility.

This case study is also visually appealing, filled with high-quality photos of their customer. While this is a great way to foster originality, it can prove challenging if your customer sends you blurry or low-quality photos.

If you find yourself in that dilemma, you can use Visme’s AI image edit tool to touch up your photos. With Visme’s AI tool, you can remove unwanted backgrounds, erase unwanted objects, unblur low-quality pictures and upscale any photo without losing the quality.

Constant Contact offers its readers various formats to engage with their case study. Including an audio podcast and PDF.

In its PDF version, Constant Contact utilized its brand colors to create a stunning case study design.  With this, they increase brand awareness and, in turn, brand recognition with anyone who comes across their case study.

With Visme’s brand wizard tool , you can seamlessly incorporate your brand assets into any design or document you create. By inputting your URL, Visme’s AI integration will take note of your brand colors, brand fonts and more and create branded templates for you automatically.

You don't need to worry about spending hours customizing templates to fit your brand anymore. You can focus on writing amazing case studies that promote your company.

13. How Breakwater Kitchens Achieved a 7% Growth in Sales With Thryv

Breakwater Kitchens struggled with managing their business operations efficiently. They spent a lot of time on manual tasks, such as scheduling appointments and managing client communication. This made it difficult for them to grow their business and provide the best possible service to their customers.

David, the owner, discovered Thryv. With Thryv, Breakwater Kitchens was able to automate many of their manual tasks. Additionally, Thryv integrated social media management. This enabled Breakwater Kitchens to deliver a consistent brand message, captivate its audience and foster online growth.

As a result, Breakwater Kitchens achieved increased efficiency, reduced missed appointments and a 7% growth in sales.

This case study example uses a concise format and strong verbs, which make it easy for readers to absorb the information.

At the top of the case study, Thryv immediately builds trust by presenting their customer's complete profile, including their name, company details and website. This allows potential customers to verify the case study's legitimacy, making them more likely to believe in Thryv's services.

However, manually copying and pasting customer information across multiple pages of your case study can be time-consuming.

To save time and effort, you can utilize Visme's dynamic field feature . Dynamic fields automatically insert reusable information into your designs.  So you don’t have to type it out multiple times.

14. Zoom’s Creative Team Saves Over 4,000 Hours With Brandfolder

Zoom experienced rapid growth with the advent of remote work and the rise of the COVID-19 pandemic. Such growth called for agility and resilience to scale through.

At the time, Zoom’s assets were disorganized which made retrieving brand information a burden. Zoom’s creative manager spent no less than 10 hours per week finding and retrieving brand assets for internal teams.

Zoom needed a more sustainable approach to organizing and retrieving brand information and came across Brandfolder. Brandfolder simplified and accelerated Zoom’s email localization and webpage development. It also enhanced the creation and storage of Zoom virtual backgrounds.

With Brandfolder, Zoom now saves 4,000+ hours every year. The company also centralized its assets in Brandfolder, which allowed 6,800+ employees and 20-30 vendors to quickly access them.

Brandfolder infused its case study with compelling data and backed it up with verifiable sources. This data-driven approach boosts credibility and increases the impact of their story.

Bradfolder's case study goes the extra mile by providing a downloadable PDF version, making it convenient for readers to access the information on their own time. Their dedication to crafting stunning visuals is evident in every aspect of the project.

From the vibrant colors to the seamless navigation, everything has been meticulously designed to leave a lasting impression on the viewer. And with clickable links that make exploring the content a breeze, the user experience is guaranteed to be nothing short of exceptional.

The thing is, your case study presentation won’t always sit on your website. There are instances where you may need to do a case study presentation for clients, partners or potential investors.

Visme has a rich library of templates you can tap into. But if you’re racing against the clock, Visme’s AI presentation maker is your best ally.

15. How Cents of Style Made $1.7M+ in Affiliate Sales with LeadDyno

Cents of Style had a successful affiliate and influencer marketing strategy. However, their existing affiliate marketing platform was not intuitive, customizable or transparent enough to meet the needs of their influencers.

Cents of Styles needed an easy-to-use affiliate marketing platform that gave them more freedom to customize their program and implement a multi-tier commission program.

After exploring their options, Cents of Style decided on LeadDyno.

LeadDyno provided more flexibility, allowing them to customize commission rates and implement their multi-tier commission structure, switching from monthly to weekly payouts.

Also, integrations with PayPal made payments smoother And features like newsletters and leaderboards added to the platform's success by keeping things transparent and engaging.

As a result, Cents of Style witnessed an impressive $1.7 million in revenue from affiliate sales with a substantial increase in web sales by 80%.

LeadDyno strategically placed a compelling CTA in the middle of their case study layout, maximizing its impact. At this point, readers are already invested in the customer's story and may be considering implementing similar strategies.

A well-placed CTA offers them a direct path to learn more and take action.

LeadDyno also utilized the power of quotes to strengthen their case study. They didn't just embed these quotes seamlessly into the text; instead, they emphasized each one with distinct blocks.

Are you looking for an easier and quicker solution to create a case study and other business documents? Try Visme's AI designer ! This powerful tool allows you to generate complete documents, such as case studies, reports, whitepapers and more, just by providing text prompts. Simply explain your requirements to the tool, and it will produce the document for you, complete with text, images, design assets and more.

Still have more questions about case studies? Let's look at some frequently asked questions.

How to Write a Case Study?

• Choose a compelling story: Not all case studies are created equal. Pick one that is relevant to your target audience and demonstrates the specific benefits of your product or service.
• Outline your case study: Create a case study outline and highlight how you will structure your case study to include the introduction, problem, solution and achievements of your customer.
• Choose a case study template: After you outline your case study, choose a case study template . Visme has stunning templates that can inspire your case study design.
• Craft a compelling headline: Include figures or percentages that draw attention to your case study.
• Work on the first draft: Your case study should be easy to read and understand. Use clear and concise language and avoid jargon.
• Include high-quality visual aids: Visuals can help to make your case study more engaging and easier to read. Consider adding high-quality photos, screenshots or videos.
• Include a relevant CTA: Tell prospective customers how to reach you for questions or sign-ups.

What Are the Stages of a Case Study?

The stages of a case study are;

• Planning & Preparation: Highlight your goals for writing the case study. Plan the case study format, length and audience you wish to target.
• Interview the Client: Reach out to the company you want to showcase and ask relevant questions about their journey and achievements.
• Revision & Editing: Review your case study and ask for feedback. Include relevant quotes and CTAs to your case study.
• Publication & Distribution: Publish and share your case study on your website, social media channels and email list!
• Marketing & Repurposing: Turn your case study into a podcast, PDF, case study presentation and more. Share these materials with your sales and marketing team.

What Are the Advantages and Disadvantages of a Case Study?

Advantages of a case study:

• Case studies showcase a specific solution and outcome for specific customer challenges.
• It attracts potential customers with similar challenges.
• It builds trust and credibility with potential customers.
• It provides an in-depth analysis of your company’s problem-solving process.

Disadvantages of a case study:

• Limited applicability. Case studies are tailored to specific cases and may not apply to other businesses.
• It relies heavily on customer cooperation and willingness to share information.
• It stands a risk of becoming outdated as industries and customer needs evolve.

What Are the Types of Case Studies?

There are 7 main types of case studies. They include;

• Illustrative case study.
• Instrumental case study.
• Intrinsic case study.
• Descriptive case study.
• Explanatory case study.
• Exploratory case study.
• Collective case study.

How Long Should a Case Study Be?

The ideal length of your case study is between 500 - 1500 words or 1-3 pages. Certain factors like your target audience, goal or the amount of detail you want to share may influence the length of your case study. This infographic has powerful tips for designing winning case studies

What Is the Difference Between a Case Study and an Example?

Case studies provide a detailed narrative of how your product or service was used to solve a problem. Examples are general illustrations and are not necessarily real-life scenarios.

Case studies are often used for marketing purposes, attracting potential customers and building trust. Examples, on the other hand, are primarily used to simplify or clarify complex concepts.

Where Can I Find Case Study Examples?

You can easily find many case study examples online and in industry publications. Many companies, including Visme, share case studies on their websites to showcase how their products or services have helped clients achieve success. You can also search online libraries and professional organizations for case studies related to your specific industry or field.

If you need professionally-designed, customizable case study templates to create your own, Visme's template library is one of the best places to look. These templates include all the essential sections of a case study and high-quality content to help you create case studies that position your business as an industry leader.

Get More Out Of Your Case Studies With Visme

Case studies are an essential tool for converting potential customers into paying customers. By following the tips in this article, you can create compelling case studies that will help you build trust, establish credibility and drive sales.

Visme can help you create stunning case studies and other relevant marketing materials. With our easy-to-use platform, interactive features and analytics tools , you can increase your content creation game in no time.

There is no limit to what you can achieve with Visme. Connect with Sales to discover how Visme can boost your business goals.

Easily create beautiful case studies and more with Visme

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How to write a business case study: your complete guide

Hanna Stechenko Manager, SEO Management

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Business case studies are powerful tools for marketing, teaching, and training. They help to create valuable learning experiences that can be shared with others.

A well-written business case study can also generate leads, increase customer loyalty, and boost sales.

But writing an effective and compelling case study can be easier said than done.

Great case studies aren’t something that you can write by yourself.

You’ll need help from existing clients who are willing to talk about their problems publicly, and you’ll need to safeguard their reputation while you tell their story.

It’s tricky.

In this article, we’ll take a closer look at how to write a business case study, including best practices, case study templates, real examples, and more.

Let’s jump in.

What is a business case study?

A business case study is an in-depth look at a specific company or organization that examines how a business solved a problem, achieved success, or faced failure.

Case studies are often used by businesses to demonstrate the effectiveness of their strategies and solutions.

They can also serve as inspiration for other organizations that may be considering similar approaches.

The idea is simple: Stakeholders evaluating a product may be able to see the value of that product by learning how other companies have tried and succeeded with it.

For that reason, 42% of marketers still list case studies as a top media format used to generate leads and sales.

Strong case studies are often based on interviews with actual customers to highlight the effectiveness of a specific feature, explain a certain use case, or emphasize benefits or results of note.

Done correctly, a case study combines customer testimonials, process information, and usage data to tell a unique story about how a product or service helped a company succeed.

That’s why case studies are sometimes known as customer success stories.

What makes a strong case study?

Before we jump into the details of how to make a great case study, let’s take a closer look at what a strong case study actually looks like.

To create a great case study, you’ll need each of the following:

• Clear, compelling storylines. A good case study should include a clear story line that conveys the problem, solution, and the impact of the solution.
• A strong presentation of data. Demonstrate how your product or service has made an impact on the customer’s business with documented facts and figures.
• Credible client testimonials. Include feedback from real clients and users about how your product or service solved their issue. With permission, use a person’s real name and job title and personal experience to add credibility to your case study.
• Streamlined visuals. Graphics, photos, charts and/or videos can help illustrate results in an engaging and easy to understand way.
• Call to action. Always include a link to more information or a contact form at the end of your case study.

While all of these components are essential to great case studies, they aren’t always easy to acquire. Be prepared to dig for information and work closely with customers to build compelling content.

Why use case studies at all?

Great case studies can take some time to create.

Considering budgets and deadlines, why should you even bother using them when you could create more landing pages, buy more ads, or write more blog posts?

It’s a fair point to consider.

Case studies come with a unique set of benefits for your marketing strategy that other forms of content simply can’t fill.

1. They can last a long time

A single case study can be used as sales and marketing collateral as long as the feature products or services are still relevant.

If your products have a long lifespan, the same piece of content may be useful for months or years.

2. They’re relatively inexpensive

Case studies are relatively inexpensive to produce compared to other forms of marketing, such as white papers, e-books, and long-form blog content.

3. They drastically boost your credibility

Done correctly, case studies demonstrate the effectiveness of your products and services from the perspective of customers who have benefited directly from using them.

In a sense, case studies represent your products and services through the eyes of customers who have already taken the proverbial leap of faith.

When speaking to prospects and leads who aren’t fully bought in, they can minimize risk and offer assurances in a way that no other piece of sales and marketing collateral can match.

With all of that preliminary information out of the way, let’s take a closer look at how to actually build an effective case study.

Before you start: Understanding stakes and obstacles

The strongest case studies are usually created in collaboration between two companies: Your organization and that of a current or former customer with whom you have a good relationship.

At a high level, the process is straightforward:

• Question creation . Your team compiles a list of interview questions designed to tell a compelling story for new, prospective customers.
• Interview. Your team interviews a representative or stakeholder from the customer-partner organization.
• Draft. After the interview is complete, your team transforms the interview into a complete narrative.
• Feedback round. The customer-partner reviews the draft and provides feedback and input.
• Final draft. Your team makes corrections based on that feedback and resubmits for final approval.
• Final approval. The customer-partner approves the draft.
• Publish. Your team creates marketing collateral and publishes or shares the case study.

Simple, right?

Unfortunately, the process is rarely this smooth.

There are several outlying factors that can stop your case in its tracks or prevent it from ever seeing the light of day.

Here are some factors that you’ll need to consider before you start the case study process.

1. Relationship

Potential interview targets are more likely to agree to an interview if they have a strong relationship with someone on your team, like an account manager or a longtime sales rep.

Without a way to get your foot in the door, your interview request may be politely declined.

2. Availability

People are busy.

It’s not uncommon for the interval between reviews and approvals to take weeks at a time.

Because case study drafts need to be approved by both parties, expect delays while your drafts are circulated through your partner organizations.

3. Branding

Even if your product or service helped an organization overcome a huge obstacle, they may not want to talk about that weakness in a public forum.

Many companies are very cautious about anything that portrays their brand in an unfavorable light.

4. Legality

If your customer-partner doesn’t like what you’ve written, they may simply forbid you to use their name, logos, or data as part of your case study.

Moving forward without their permission could cause legal issues and damage customer relationships.

5. Approval

Sometimes, it’s impossible to get final approvals from the appropriate individuals in the customer-partner organization.

If HR or legal needs to sign off on the final product before it can be officially released, it could take weeks or months before that final approval comes through.

Above all else, remember: The customer-partner that agrees to help you create a case study is doing you a favor.

Most of the time, the customer-partner receives no benefit from the time and effort spent creating this piece.

They can’t use it to sell their own services, and they may reveal information and data that demonstrates a weakness in their management or internal process.

Keep that information in mind as you select your customer partners.

Be sure to treat these partners with care and respect, as a bad case study experience can damage a healthy customer relationship.

Step 1: Planning and prep

Business case studies will usually fall under the domain of your marketing team, but you’ll need to be specific when assigning project tasks and responsibilities.

Here’s what you need in order to create a case study:

• Internal project stakeholder. This individual oversees the project internally. They assign tasks, handle outreach, and oversee the production and delivery of the case study.
• External project stakeholder. The individual at the customer organization who agrees to help. This person may or may not be the individual who is interviewed by your organization.
• Interviewer. The individual who conducts the interview.
• Writer. The individual who writes the case study.
• Project manager. The individual who manages the case study project and ensures that deadlines are met.
• Internal editor or approver. The individual who reviews the case study and provides feedback or final approvals.
• External editor or approver. The individual at the customer organization who reviews the case study and provides feedback or final approvals.
• Designer. The individual who formats the case study, provides data-based graphics and illustration, or produces the final product file (typically a PDF or web page) with the case study and all relevant content.

Sometimes, these roles are combined.

The internal project stakeholder may also manage the product and provide editorial feedback after the case study is written.

Or, if you’re working with a freelancer for this process, they may conduct the interview, write the draft, and furnish a final design.

Next, consider your goals:

• Why are you writing this case study? Do you have a specific goal, such as boosting lead generation or improving customer lifetime value (CLV)?
• If your case study is angled to grow business with existing customers, you may select different features from case studies meant to introduce prospective customers to your products.
• This could include add-on services or premium product features.
• Do you have any new products, services or updates you’d like to share with the world?
• Do you have a new positioning strategy?

After you’ve defined your objectives, it’s time to start considering who you might want to interview.

1. Make your list specific

Include the company name, any relevant notes and the name of the intended stakeholders to be interviewed.

2. Only include notable candidates

Make sure that your interview targets have experienced substantial or notable results with your product.

Look for clients who have experienced exceptional and transformative outcomes while using your product or service.

3. Consider existing relationships

Look for clients that already have a strong working relationship with you.

If they regularly work with an account manager or are in constant contact with specific team members, consider bringing those individuals into the conversation early.

Once you have your targets, reach out, explain your project, and see if the customer is interested in participating.

When you ask for an interview, be sure to mention the following details:

• The purpose of the case study and what you’re ultimately trying to accomplish.
• A brief overview of the case study process (including the interview process and what happens next).
• Timeframes and estimated deadlines.
• A general idea of the kinds of questions they may be asked.
• Explain scenarios for how and where the case study may be used (you’ll need their permission to share it with your audiences).
• Thank them for their time.

If they agree, start scheduling your timeline.

Work backwards from the date you’d like to publish, then build in dates for reviews and edits. Also create a flexible internal deadline for securing a client interview.

Since you’ll need to align your schedule with that of your interviewee, pinpointing an actual interview date can take some time.

Step 2: The interview process

As we mentioned above: Most of the time, the customer-partner that agrees to help you with your case study receives no major benefit from the project.

It helps you, but it doesn’t usually help them.

With that in mind, your goal during the interview process is to make things as easy, streamlined, and stress-free as possible.

One major step that you can take to calm nerves and prevent misunderstandings is to send an interview questionnaire prior to your interview.

This will help your customer-partner understand your main objectives and prepare their responses in advance.

Here are a few sample questions you might use:

• How many team members use our product/service? Which departments?
• What were your challenges before using our product/service/process?
• What made you leave your previous solution for our product?
• How do you use our product/service/process?
• What features or tools have been the most helpful for your business?
• If you asked us for help, how did we provide you with what you need? We’d like to understand this from your perspective.
• How have you benefited from our offering–and what have been your greatest results to date? Please provide specific metrics, if possible.
• What surprised you most about using our product/service/process?
• How have your customers or clients benefited from your use of our products or services?
• Is there anything else you would like us to know?

When you sit down to interview the client, it’s easiest to follow the interview questions that you sent over and simply record their responses.

However, don’t just stick to the script during the actual interview . Listen and actively engage with your interviewee.

Ask follow-up questions. Clarify details. Explore the answers in real time with your interviewee.

Use the opportunity to dig deeper and gather all the information you need to tell the right story to your prospects and leads.

You might also use a tool like Otter.ai to record and capture the transcript at the same time, but be sure to have your customer-partner sign a recording permission release if you intend to use sound bytes from that recording as part of your final case study.

Step 3: Writing your business case study

Ideally, the interview is the last piece of information you need before writing your case study.

All of the background information and preliminary work should be done as part of the interview preparation.

When you finish speaking with the customer-partner, it’s time to consolidate your notes and write the draft.

Before you begin, take a moment to review your overall objectives and the story that you want to tell. From there, select a format for your case study and start the draft.

Regardless of the modules, headings, or illustrations that you use, the case study should cover what life was like before the customer started using your product or service and what happened after they adopted those products/services into their workflow.

Sample case study outline

1. introduction.

A brief description of the case study’s contents (bullet point key metrics and successes).

2. Company overview

A brief description of the featured company — what they do, who their customers are, what they sell, etc. Include brief background/context as to how they use your product, service or process.

3. Problem / Challenge

Describe the business problem or opportunity that your customer was facing before they started using your product or service.

Include strong quotes and fully illustrate why the issue was a problem that needed to be solved.

4. Solution

Explain how the customer used your product to solve their problem.

Share their decision-making process, how they arrived at your solution, what convinced them to purchase, and how they implemented that solution internally.

Share benefits and features that stood out to them. Reinforce these details with quotes from your interview.

Summarize the outcome from the customer’s implementation of your product, service, or process.

Recap their wins, as well as the major improvements that they have seen over both the short and long term.

Add data and metrics, where relevant. Include quotes about how the current solution empowers the company and solves their problems.

6. About us

Share a brief explanation of your company and the products or services you provide.

7. Call-to-action (CTA)

Add a call to action with the appropriate contact information (or a contact button, if this is a web-based case study) so that users can get in touch for additional information after reading the case study.

When it’s time to start writing, gather all relevant information and relevant links (white papers, other case studies, sales and spec sheets, etc.) to make sure you have access to the full scope of information related to the products and services mentioned in your case study.

Your goal isn’t to overload the reader by explaining everything. Instead, focus on creating a benefits-driven story around the features that your products and services provide.

Use data and details to provide precise information at key points.

It’s likely that you will need to bridge the information gap between your interviewee and your target audience.

Since your clients know you understand your product or service, they’re likely to answer your questions in broader terms.

However, your readers will not be as familiar with your organization and may only have limited experience with what you sell.

Instead, you’ll need to provide context as you write. If your business has buyer personas or ideal customer profiles (ICP), it’s a great idea to keep those on hand.

It’s also important to reserve enough writing time to get creative. Thoughtfully work your way through your materials to come up with the type of angle that will make your case study worthwhile.

Best practices

• Start with an attention-grabbing, relevant headline.
• Avoid lengthy explanations unless you’re working on a more complex case study.
• If you’re writing a business case study that’s complicated because of the subject matter or necessary background information, consider starting the content with an executive summary to improve readability.
• Only include a table of contents for lengthier case studies.
• Write in the third person.
• Avoid alienating your readers by assuming they’ll understand technical details. Skip the jargon and explain every acronym to hold their attention the entire way.
• A good business case study is a story. Make sure it has a strong beginning, middle, and end. A conversational tone often works best.
• Keep it focused. Don’t highlight a million wins for a single case study. Pick one or two combinations of challenges and solutions instead. If you include more, you might dilute your message or bore your readers.
• Always include direct quotes for an added dose of personality, energy, and human connection.
• Include stats or metrics whenever possible, such as increased revenue, the number of new customers gained, or a measurable boost in traffic.
• If you’re in a very visual industry like graphic design, advertising, fashion, or interior design, include on-brand images where relevant.
• Standard case study length: Roughly 500-1000 words.
• Long-form case study: Roughly 1500-2000 words.
• Make your customer-partner the hero. While your products and services are key to customer success, they are ultimately there to aid the customer in the important work that they do.

Revise and review

Once you’ve completed your case study draft, take a few minutes to re-read everything and ensure that the draft tells the right story.

• Double-check that all facts and figures are correct.
• Set it aside for a time and get some distance. Return to the draft with a fresh perspective.
• Pass it to your colleagues, including internal stakeholders and approvers, for feedback.
• Provide enough details and context so that readers can see customer benefits and how your solution can help them succeed.

Seek client approval

When you’re satisfied with your case study, it’s time to send a copy of the draft to your client for their review and approval.

This is an important step in ensuring maximum transparency and visibility.

Your customer partner should know exactly what you plan to share and have enough time to share it with key stakeholders from their marketing and/or legal department.

It is highly likely that your customer-partner will request changes.

Some changes may be simple (such as clarifying job roles), but others may be more drastic.

Your customer partner may request that you remember sensitive data and details or phrase issues in a more favorable light.

Most organizations seek to avoid bad press and prefer not to point out key weaknesses in their internal processes and strategies.

Be prepared to soften your language or advocate to keep key data points in place.

This is often one of the most critical parts of the case study process. Proceed with caution and choose your battles wisely.

While you can push back on suggested changes, remember that your customer-partner can rescind the use of their name and information in your case study.

Though you can choose to publish anyway (with names and titles omitted), your case study would be far less influential as a result.

Regardless of the potential gains from a case study, it’s not worth poisoning a relationship with a customer that actively uses and promotes your product.

Step 4: Marketing your case study

When you have the finished product, it’s time to share and promote your case study. Think about using these channels:

• A dedicated landing page.
• The resources section of your website.
• Your company blog.
• One or a series of marketing emails.
• Social media.
• Custom infographic.

Requiring readers to fill out a short online form to get the download may allow sales and marketing teams to connect with potential leads.

If you do go the gated route, be sure the conditions of opting in are crystal clear. And feature a couple of non-gated case studies on your site for everyone who’d prefer to skip the forms.

Regardless of how you market your case study, don’t forget about your sales team!

Sales reps will get a lot of use out of your case studies.

They can feature them as links in their email signatures and include them in sales emails and proposals for new clients and potential customers.

Ready to get started? Try out this case study presentation template .

Good case study examples (and why they work)

If you’re struggling with case studies, you can find plenty of great examples around the internet.

Start reading well-executed case studies to learn more about what makes them work.

Below, you’ll find a selection of three very different but successful case studies.

PandaDoc case study

Intro : Before diving into the body of the case study, we briefly introduced the company, TPD, and highlighted three major metrics for a promising start.

The problem: We quickly engaged readers with our conversational tone. We also invited them to walk in TPD’s shoes through empathetic language and relatable context.

Challenges, solutions, and results: We took readers on a storytelling journey to help our case study flow. We gave them enough information to understand the “why”, but never bogged them down with unnecessary details. We were also sure to include supporting quotes and specific, measurable results in these critical sections.

Pull quote: We reserved the very best quote as the only pull quote, ensuring it would receive the attention it deserves.

Format: Finally, every time we mentioned a new company, we gave it a hyperlink to help readers save time.

Trello case study

Unicef + trello: helping others when they need it most.

Facts and figures : Trello opens the case study with great at-a-glance information, sharing insights into UNICEF as an organization and their relationship with Trello products.

Challenges, solutions, and results: This case study takes readers through a detailed narrative, providing statistics and metrics whenever possible. Readers are immersed into the story of exactly how UNICEF used Trello to help thousands of people during a natural disaster, offering enough detail to spark use case inspiration for other Trello users.

Photos: Trello included photos of actual UNICEF employees working remotely around the globe. The pictures gave the case study a personal feel, which could help readers better identify with the story.

Readers are reminded of the unique challenges of working together while apart to start considering how Trello might be able to help them find the solutions they need. Remember, the best case studies are relatable to all of your prospects!

Format: Its structure makes this longer case study easy to read. Sections of text are kept short while bullet points and pull quotes provide visual breaks.

Finally, hyperlinks to organizations’ websites open in separate tabs to help prevent losing case study readers along the way.

Stripe case study

Simplepractice launches automatic payments offering for clinicians with stripe.

Intro: In just two sentences, Stripe successfully manages to explain what SimplePractice is, what they offer, who they serve, how they serve them, and the benefits those clients gain.

While it’s not necessary to be this brief, readers will be more likely to read your entire intro if it’s on the shorter side.

Sidebar : The sidebar draws eyes to keep reading with two impressive metrics and a brightly-hued CTA button to “contact sales”.

Challenge and solution: These sections read like a story, with each sentence enticing the reader to continue to the next. It’s also great that a quote from SimplePractice’s COO is used to add context, emphasizing the gravity of their challenge.

Results: Stripe gives a lot of detail here for a strong close to the case study. After explaining how their offering brought ease to SimplePractice’s business, they went on to share detailed specifics on what made things easier and in what ways.

They also explained how their offering improved the businesses of SimplePractice’s clients. It’s highly persuasive for readers to understand they have the opportunity to not only benefit their own companies but also those of their clients.

Pull quote: The case study ends with a strong pull quote in a can’t-miss-it color.

Format: Stripe has a great case study format.

Wrapping up

The truth is: No matter how much you talk up your product, you’re a biased participant in any conversation. You have an ulterior motive, and that makes any direct claims you make about your product or service questionable.

Why? Because you want to sell your product!

Case studies offer an alternative way to soften your messaging by allowing prospects and potential buyers to hear from the people who use your products in real-world, everyday situations.

By placing your customers and their experiences at the front of your marketing, you can use trust and relatability to bridge a gap in a way that numbers and data just can’t provide.

Your customers already have great stories about how your solutions have transformed the work that they do.

Help them speak and share those stories with the people who need to hear them most with a case study.

Good luck? Be sure to check out other marketing tips and tricks on the PandaDoc blog .

Frequently asked questions

What is the best business case study format.

The best business case study format depends on the nature of the results and what you’re trying to achieve. You can figure that out by carefully reviewing your customer success stories and interviews.

• What stands out the most?
• What are you trying to achieve?
• How can you use your layout to guide readers through your story?
• What is your industry or what is the industry of your featured client?

Pro tip : Some interviews are more quotable than others. If you have too many great quotes to include them in your featured sections, consider adding a few pull quotes to your layout.

How do I create a business case study outline?

To create a business case study outline, list all of your featured sections and use bullet points to note subsections and what should be covered.

Most case studies feature the following sections:

• Introduction
• Brief Description of Customer’s Business
• Problem/Challenge/Opportunity
• Results/Conclusion
• About Us / Boilerplate
• Call-to-Action (CTA).

But outlines aren’t just for traditional case studies. Use outlines to guide your infographic and video versions too.

What are some case study best practices?

Best practices for writing case studies include:

• Crafting short, easy-to-digest sections.
• Weaving in a narrative for engaging storytelling.
• Starting with an engaging headline.
• Writing in layman’s terms.
• Explaining any necessary acronyms.
• Including any supporting metrics or statistics.
• Using direct quotes to bring your customer’s story to life.

Also, be sure to get the approval of your client and their marketing team after you’ve had time to review your first draft and fact-check all information.

Where can I find a good case study design template?

You can find a good case study design template on PandaDoc.

Our company’s expertise is spot-on and the case study templates are free. Also, don’t be afraid to branch out. Let’s say you have a big following on YouTube or Spotify.

You might want to create a video or podcast version of your case study for readers who prefer audiovisual information.

Or, you may want to add multimedia content to your case study, such as a video insert or or audio clip.

PandDoc is not a law firm, or a substitute for an attorney or law firm. This page is not intended to and does not provide legal advice. Should you have legal questions on the validity of e-signatures or digital signatures and the enforceability thereof, please consult with an attorney or law firm. Use of PandaDocs services are governed by our Terms of Use and Privacy Policy.

Originally published October 27, 2022, updated March 30, 2023

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• B2B Marketing , Case Studies

15 Ways to Share Your Business Case Studies With The People Most Likely To Buy

Business case studies can help you connect with more of the right potential clients and close more deals. 

15. include links to your business case study in press releases.

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.

Customers want to see that your product or service works to solve their specific challenges. To see this, they often explore social proof like testimonials, reviews, and—perhaps most importantly—case studies. 

One of the most effective ways to boost leads and sales, in our experience, is to create regular case studies and share them throughout various stages of your buyer journey. 

You can show what you do better than competitors and what makes you unique and helpful. Simultaneously, a case study can inspire trust, add authority to your niche, and support your SEO efforts. 

Today, if you visit a business website where owners have invested in content, you will likely see case studies about their recent clients’ successes. However, few businesses understand how to promote their case studies effectively. 

It takes considerable time and money to produce a compelling case study . So we urge you to make sure that you promote your business case studies through these 15 simple methods. 

Want help to produce compelling business case studies? Grab our complimentary “6 Steps to Winning Case Studies” ebook . The PDF includes our simple 6-step process for producing high-quality case studies, as well as email templates. 

How to Share Business Case Studies With The Right People

Before creating your case study, you were probably already concerned with your ideal client personas and their pain points. 

Be sure to consider these when promoting your business case studies too. 

Important : It’s a good idea to get clients’ permission in writing to use their name/company name, testimonials, and case studies publicly. We always work with our clients to get permission from their clients before sharing anything publicly.

1. Announce your case study on social media

Write engaging copy that sparks curiosity. Use an attractive photo of your happy client (or their company logo). Include a link to your case study on your website. 

For example, you might write a post that describes the challenge, process, and outcome in a way that entices them to learn more.

Here’s an excellent example of a customer success story that we created for Bean Ninjas, and the social post used to promote it.

Client Success: Here’s How We Reduced @Bento ’s Bookkeeping Time to 5 Minutes Per Month. Read more 👉 https://t.co/dW0ay9sgc0 #ecommerce #bookkeeping #clientwins pic.twitter.com/Uw9ySWWKhH — Bean Ninjas (@BeanNinjas) August 31, 2020

Here’s another fantastic example from our good friend Stephanie Liu – host of Lights, Camera Live. Notice how Steph:

• Presented the case study at a live event,
• Uploaded an edit of the recording to youtube and then
• Embedded the youtube video in a Linkedin post.

That’s just seriously epic all around!

Now here’s another example. Bryan Harris of Growth Tools celebrates his client results on Twitter:

🔥Clients had 104 wins last week. Total revenue impact of $82,031. ➡️Dawn landed new $15k client ➡️Shane closed 2 clients for $20k ➡️Odell added $9k in sales ➡️Michelle sold $17k in courses See all 104 wins: https://t.co/xJEeUzsoq1 BOOM! — Bryan Harris (@Harris_Bryan) September 21, 2020

2. Create a “Customer success stories” page on your website

Just as you might have an archive page for all your articles on a specific theme or topic (also commonly referred to as “content pillar”), why not create a single page that lists all your customer success stories?

Here are some cool examples of companies that have done this well.

Xero: “Meet our customers” page

Convertkit: Creator Stories page

3. Add case studies to your proposal template

Don’t underestimate the power of sharing social proof during the consideration phase of the buyer’s journey.

Prospective clients typically ask, “have you worked with a business like mine that had a similar challenge? How did you solve it for them? ”

If you time it right, you can drop a valuable case study just when your prospective client is considering moving forward with your business. That can be just what they need to pull them over the line. 

We’ve used this effectively in our proposals to close deals. We simply added a case study to our proposal template software .

Here’s how it looks:  

4. Sneak it into your signature.

This can be good for sales if you tease your case study in an email signature. You can use your email signature in many ways, but this one speaks to your prospects’ need for social proof. A simple note that reads, “ Read how [client] found success with us. ”

5. Add case studies to your lead generation efforts

You can leverage several offers in the form of ebooks, checklists, templates, and more. A “step-by-step” guide is a popular way to gain leads for some businesses, and your case study can be another way to garner leads if you can show them how to duplicate your case study’s success. 

A unique landing page can be your mechanism for disseminating your case study, allowing you to cultivate interest and desire around the content. Use copywriting best practices to create a high-converting page.

Here’s an example from business coach Samantha Riley:

6. Use business case studies for team training

Rather than rely on your case study and testimonials alone , you can create a wealth of content that your employees can use in various contexts. 

For instance, you could share your customer success stories during onboarding for a new team member. They’ll appreciate what a win looks like for your clients and how their particular role contributes to creating such a victory.

Additionally, put together some slides highlighting your case study’s findings. Share it with your team so they can show prospective clients. 

You can also export your slide deck as a PDF for sharing or upload to Slideshare (more on tip #14 below).

7. Present case studies on webinars and talks

You can completely repurpose your case study as an educational webinar (or part of one), but you might also simply describe it to your captive audience. 

You’ll be surprised about how many potential customers want to learn more based on a personal recommendation.

Here’s an example of a webinar that Zapier presented of one of their client success stories:

8. Print your case study for networking events

Suppose you have a speaking engagement or an invitation to a relevant networking event. In that case, you can allow networkers to learn about your client’s success through a printed flyer or brochure, but make sure you can present it verbally in a few seconds. 

You can even include a testimonial from a case study on your business card (if folks in your industry are still exchanging those). 

Don’t forget to include the case study in your presentation at the event, as stated earlier.

9. Break out case study quotes as testimonials

Case studies typically beat testimonials regarding social proof, but you can also promote your case study by pulling quotes from it and sharing it in various places.  

Let’s look at a few places where testimonials from case studies can be useful.

On a slide in your presentation deck 

On your product/service sales pages

Here’s an example from Superfast Business .

Here’s another example from our own Content Strategy Workshop/consulting page .

You’ll notice the first testimonial is in video format at the top of the page.

Then further down the page are written testimonials, which are text transcriptions from video testimonials. 

On your calendar booking page/tool

Here’s an example from my calendar booking page.

In case you’re wondering, the tool that we’re using for this is Book Like a Boss . 

We also encourage you to request your clients to share their wins on various sites to add social proof to your online presence.

Google Reviews 

Google Reviews are incredibly powerful if you’re in retail, run a local physical store like a cafe or restaurant, or have a physical office space.

Linkedin profile recommendation

If your prospects are on the #1 professional network on the planet, you’ll want to ask your clients to add their case study testimonials as recommendations on Linkedin.

Here’s a recommendation that we got from our client Maxim for our done-for-you case study service .

As social media posts

Here’s a great example of a cool testimonial that Pat Flynn of Smart Passive Income shared on his Instagram profile: (pay attention to how it’s results-focused )

View this post on Instagram Big congratulations to Chris Gilmore, one of my 𝐒𝐦𝐚𝐫𝐭 𝐟𝐫𝐨𝐦 𝐒𝐜𝐫𝐚𝐭𝐜𝐡 Students who has been working tremendously hard having conversations, testing, and validating his business idea with his audience and partners over the past year. He finally launched his first online course, and he crushed it! Surviving the Storm is a unique take (sort of like a gamified version of an online course) on learning how to survive certain emergency situations. He’s been active in the forums and on office hours most weeks, and it has paid off! Woot! 🔥 𝑯𝒆𝒓𝒆’𝒔 𝒕𝒐 𝑪𝒉𝒓𝒊𝒔 𝒂𝒏𝒅 𝒂𝒍𝒍 𝒕𝒉𝒆 𝒐𝒕𝒉𝒆𝒓 𝒂𝒄𝒕𝒊𝒐𝒏 𝒕𝒂𝒌𝒆𝒓𝒔 𝒐𝒖𝒕 𝒕𝒉𝒆𝒓𝒆! A post shared by Pat Flynn (@patflynn) on Apr 17, 2019 at 9:03am PDT

10. Create a video or podcast version of your study.

Similarly, a podcast or video featuring an interview with your successful clients can help reach customers who consume different media forms more regularly than text. 

We prefer to record our case studies as video (or a FB Live interview), and then use a tool like Repurpose.io to send it to a podcast and other formats. It’s an easy-to-use automation platform that will grow your online presence without spending hours publishing your content to multiple platforms.

Here’s a success story interview that we helped produce for the Bean Ninjas podcast.

11. Pitch the study and client for a trade publication or podcast.

Can you use your case study information to pitch the topic to bloggers, publications, podcasts, or the media? 

Give it a unique angle and a shot!

You never know. You may just land a guest speaking, podcasting, or writing gig.

Perhaps your client is willing to be interviewed again too, and they might land an opportunity to promote their business on someone else’s platform. 

12. Rewrite your case study as a newsletter.

You can gain the attention of prospects and improve client relations when you give them a feeling they’re part of a conversation and community. 

Showcase your customer’s success and show others. Try a headline like “How our most successful clients are doing.”

Email your case study to customers as a short-form newsletter and suggest readers download the full version. Share a summary with a link to a relevant post, podcast, video, landing page, or study. 

13. Add your business case studies to your email onboarding & prospect nurture sequence

Remembering that our goal here is to help generate more leads and sales for your business, you’ll miss out big time if you skip this one.

Ensure that you take your best case studies and add them to your new subscriber welcome sequence, or send them out as part of your regular newsletter.

Here’s a great example of using a client win in an email sequence from Bryan Harris of Growth Tools :

14. Upload your case studies to Slideshare

Slideshare was formerly a Linkedin acquisition and has recently joined the Scribd family of products. Now in case you’re not familiar with the platform, 80 million professionals use SlideShare to learn about any topic quickly from subject matter experts.

Slideshare has grown into a top destination for professional content. Today, with over 18 million uploads in 40 content categories, it’s one of the world’s top 100 most-visited websites.

So uploading your case studies and presentations to SlideShare is worth the effort. 

Here are a couple of examples:

The folks in the media generally love a compelling success story. 

Case studies can help writers, reporters, and researchers who might be interested in your business. 

Provide them, when relevant, in your press releases with links.

Final Thoughts

Many small business owners struggle to create helpful and authoritative content for their customers to consume and share. They quickly get overwhelmed. They’re stuck on the “content machine” treadmill.

However, more content does not necessarily equate to more lead conversions or sales.

Producing and promoting high-quality client success stories is a proven strategy for demonstrating that your business can deliver on its promises to customers. 

There are many tools available for you to make impressive business case studies. 

To save yourself some time, grab our complimentary “6 Steps to Winning Case Studies” ebook . The PDF includes our simple 6-step process for producing high-quality case studies, as well as email templates. 

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The Key to Sales Success: Case Studies of Top Sales Teams

Explore case studies of top sales teams and discover the secrets to their success in this in-depth analysis.

by Kapil Khangaonkar

Published on: October 27, 2023 |

In today’s fiercely competitive business landscape, unlocking the full sales potential of a team is crucial to achieving record-breaking results.

But what sets successful teams apart from the rest?

How do they consistently outperform their competitors and drive exponential growth?

In this blog, we delve into the secrets behind unleashing the sales power of successful teams. From effective leadership and communication to a robust sales strategy and a culture of continuous learning, there are several key factors that contribute to the success of high-performing sales teams.

We’ll explore these factors in detail and provide actionable insights that you can implement to elevate your team’s performance. Drawing on real-world examples and industry-leading research, we’ll uncover proven strategies and best practices that can help your team excel in the ever-evolving sales landscape.

Whether you’re a sales manager looking to inspire your team or a sales professional seeking to enhance your own performance, this blog will provide you with the tools and knowledge to achieve record-breaking sales results. Join us as we dive into the world of successful sales teams and discover how you can unleash their true potential.

Building a high-performing sales team

A high-performing sales team is built on a foundation of talented individuals who possess the necessary skills and expertise to excel in their roles. However, building a sales team goes beyond simply hiring the right people. It involves carefully crafting a diverse team with a mix of skills and experiences that complement each other. Developing a recruitment process that identifies and selects candidates who fit well within the team culture and have the drive and determination to succeed is crucial.

When it comes to building a high-performing sales team, one must consider the importance of creating a positive and inclusive work environment. This means fostering a culture that values collaboration, open communication, and continuous learning. By encouraging team members to share their ideas and perspectives, you can tap into a wealth of knowledge and experience, ultimately leading to innovative solutions and improved sales performance.

Moreover, it is essential to provide ongoing training and development opportunities for the sales team. This not only helps them stay up-to-date with the latest industry trends and best practices but also empowers them to continuously enhance their skills and knowledge. By investing in their professional growth, you demonstrate your commitment to their success and create a motivated and engaged team.

Another crucial aspect of building a high-performing sales team is effective leadership.

A strong leader sets the tone for the team, providing guidance, support, and motivation. They create a vision for success and inspire their team members to strive for excellence. A good leader also recognizes and rewards individual and team achievements, fostering a sense of recognition and appreciation.

Furthermore, building a high-performing sales team requires a data-driven approach.

By leveraging analytics and sales data, you can identify trends, patterns, and areas for improvement. This allows you to make informed decisions, optimize sales strategies, and allocate resources effectively. Regular monitoring and analysis of sales performance metrics enable you to track progress, identify bottlenecks, and implement necessary adjustments to drive continuous improvement.

Overall, building a high-performing sales team is a multifaceted process that involves hiring the right individuals, fostering a positive work environment, providing ongoing training and development, effective leadership, and leveraging data-driven insights. By focusing on these key areas, you can create a sales team that consistently exceeds targets, drives revenue growth, and achieves long-term success.

How Do I create a winning sales team? Explained By Kapil Khangaonkar-Clodura.AI

Setting clear sales goals and targets

In order to achieve success, sales teams must have clear goals and targets. This provides them with a focus and a sense of purpose, enabling them to prioritize their efforts and work towards specific objectives. Goals should be SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) to provide clarity and direction.

Setting specific goals helps sales teams understand exactly what they need to accomplish. For example, instead of a vague goal like “increase sales,” a specific goal could be “increase sales by 10% in the next quarter.” This specificity allows the team to have a clear target to work towards, making it easier to develop strategies and action plans.

Measurable goals are important because they allow sales teams to track their progress. By setting measurable targets, such as “close 10 new deals per month,” sales teams can easily determine if they are on track or if adjustments need to be made. Tracking progress also provides motivation and a sense of accomplishment when goals are achieved.

Achievable goals are essential to prevent frustration and maintain morale within the sales team. While it’s important to set ambitious targets, they should still be within reach. Unrealistic goals can lead to demotivation and a decrease in productivity. By setting achievable goals, sales teams can maintain a sense of confidence and motivation, driving them to perform at their best.

Relevant goals ensure that sales teams are working towards objectives that align with the overall business strategy. It’s important to consider the company’s vision, mission, and values when setting sales goals. For example, if the company’s focus is on customer satisfaction, a relevant goal could be “increase customer retention rate by 15%.” This alignment ensures that the sales team’s efforts contribute to the overall success of the organization.

Time-bound goals provide a sense of urgency and help sales teams stay focused. By setting deadlines for achieving specific targets, sales teams are motivated to take action and avoid procrastination. Time-bound goals also allow for better planning and resource allocation, ensuring that sales teams are working efficiently towards their objectives.

Regular review and analysis of these goals and targets is also crucial. This allows the sales team to identify areas of improvement, adjust strategies as needed, and celebrate successes along the way. By constantly evaluating and refining goals, sales teams can stay agile and adapt to changing market conditions.

During the review process, sales teams can analyze sales performance against the set goals and targets. This analysis helps identify any gaps or areas where improvements can be made. For example, if the team is consistently falling short of their monthly sales target, they can review their sales processes, identify bottlenecks, and implement strategies to overcome them.

Celebrating successes is equally important as it boosts morale and motivation within the sales team. Recognizing and rewarding achievements, whether big or small, creates a positive work environment and encourages continued efforts towards reaching the goals. This can be done through team-wide announcements, incentives, or even simple gestures like congratulatory emails.

Finally, setting clear sales goals and targets is essential for sales teams to achieve success. By making goals SMART, regularly reviewing and analyzing them, and celebrating successes, sales teams can stay focused, motivated, and adaptable in their pursuit of excellence.

Effective sales team communication and collaboration

Communication and collaboration are essential for any successful team, and sales teams are no exception. Clear and open lines of communication foster teamwork, enable the sharing of best practices, and ensure everyone is aligned and working towards a common goal.

Regular team meetings provide opportunities for collaboration, exchanging ideas, addressing challenges, and celebrating achievements. These meetings can be held in person or virtually, depending on the team’s location and preferences. During these meetings, team members can discuss their current projects, share insights and strategies, and seek feedback from one another.

Furthermore, effective communication within a sales team extends beyond formal meetings. Informal communication channels, such as instant messaging platforms or team chat applications, allow team members to quickly connect and exchange information on a day-to-day basis. This real-time communication helps sales teams stay agile and respond promptly to customer inquiries or market changes.

In addition to communication, collaboration plays a crucial role in driving sales team success. Collaborative environments encourage team members to work together, leveraging each other’s strengths and expertise. This collaboration can take various forms, including joint sales calls, brainstorming sessions, or even cross-functional projects with other departments.

Moreover, providing sales teams with the necessary tools and technologies to communicate effectively can significantly enhance their productivity and performance. Customer Relationship Management (CRM) systems, for example, enable sales professionals to track customer interactions, manage leads, and streamline their sales processes. These systems also facilitate collaboration by allowing team members to access and update customer information in real-time.

Collaboration platforms, such as project management tools or document sharing platforms, further enhance team collaboration by providing a centralized space for sharing files, assigning tasks, and tracking progress. These platforms enable sales teams to work together seamlessly, regardless of their physical location or time zone.

Overall, effective sales team communication and collaboration are vital for achieving sales targets and driving overall team success. By fostering clear and open lines of communication, providing opportunities for collaboration, and equipping teams with the right tools and technologies, organizations can empower their sales teams to work cohesively towards a common goal.

Sales training and development

A highly skilled and knowledgeable sales team is a valuable asset for any organization. Investing in ongoing sales training and development plays a crucial role in equipping sales teams with the skills and insights needed to succeed in a competitive marketplace.

Training should cover a range of topics, including product knowledge, sales techniques, customer engagement, negotiation skills, and market trends. Providing access to industry resources, workshops, and coaching programs ensures that sales teams stay at the forefront of their field and can continuously enhance their capabilities.

One important aspect of sales training is product knowledge. Sales representatives need to have a deep understanding of the products or services they are selling in order to effectively communicate their value to potential customers. This includes knowing the features and benefits of the products, as well as understanding how they compare to competitors in the market.

Another crucial area of sales training is sales techniques. Sales representatives should be equipped with a variety of strategies and tactics to engage with customers, build rapport, and close deals. This includes effective communication skills, active listening, and the ability to ask probing questions to understand customer needs and tailor their approach accordingly.

Customer engagement is also a key focus in sales training. Sales representatives should be trained on how to build and maintain strong relationships with customers, as well as how to handle objections and resolve conflicts. This includes providing exceptional customer service, being responsive to customer inquiries, and following up on leads in a timely manner.

In addition to these core areas, sales training should also address negotiation skills. Sales representatives need to be able to negotiate effectively with customers to reach mutually beneficial agreements. This includes understanding the needs and motivations of both parties, identifying common ground, and finding creative solutions to overcome obstacles.

Lastly, sales training should keep sales teams informed about market trends and changes in the industry. This includes staying up to date with the latest developments, technologies, and best practices in the sales field. By being aware of market trends, sales representatives can adapt their strategies and approaches to stay competitive and meet the evolving needs of customers.

Overall, investing in sales training and development is essential for organizations that want to maintain a high-performing sales team. By providing ongoing training and resources, companies can empower their sales representatives to excel in their roles, drive revenue growth, and deliver exceptional customer experiences.

Motivating and incentivizing sales teams

Keeping sales teams motivated and engaged is essential for sustaining their high performance. Incentive programs, such as commissions, bonuses, and recognition schemes, can serve as powerful motivators to drive sales team productivity and achieve targets.

However, motivation goes beyond financial rewards. Creating a positive and supportive work environment, fostering a sense of ownership and empowerment, and recognizing individual and team achievements are equally important. Regular performance evaluations and feedback sessions provide opportunities to identify areas for improvement and offer support and guidance.

Implementing a data-driven sales strategy

Data is a valuable resource that can inform and enhance sales strategies and decision-making processes. By leveraging data analytics tools and techniques, sales teams can gain valuable insights into customer behavior, market trends, and sales performance metrics.

How to implement a data-driven sales strategy:

• Identify your goals and objectives. What do you want to achieve with your data-driven sales strategy? Once you know your goals, you can identify the specific data points that are most relevant to tracking your progress.
• Collect and organize your data. This may involve data from a variety of sources, such as customer relationship management (CRM) systems, marketing automation platforms, and sales performance dashboards. Collect all of the relevant data in a central repository so that it can be easily accessed and analyzed.
• Use data analytics tools and techniques to identify insights. Once your data is organized, you can use data analytics tools and techniques to identify trends, patterns, and correlations. This will help you to better understand your customers and market, and to identify opportunities for growth and improvement.
• Develop and implement data-driven sales strategies. Based on your insights, you can develop and implement data-driven sales strategies. This may involve targeting specific customer segments with tailored messaging, optimizing your sales process, or developing new sales initiatives.
• Monitor and adjust your strategies as needed. Data-driven sales strategies are not set-it-and-forget-it propositions. It is important to monitor your results and adjust your strategies as needed. This will help you to ensure that you are on track to achieve your goals.

By implementing a data-driven sales strategy, sales teams can gain a competitive advantage and achieve better results.

Implementing Sales Performance Metrics and KPIs

In order to evaluate sales team performance and measure progress towards goals, organizations must establish relevant sales performance metrics and key performance indicators (KPIs). These metrics can vary depending on the organization’s objectives, but commonly include measures such as revenue, customer acquisition, conversion rates, and customer satisfaction.

Using a combination of quantitative and qualitative indicators allows for a comprehensive evaluation of sales team performance. By regularly tracking and reviewing these metrics, sales teams can identify areas that require attention and take corrective actions to improve their performance.

Case studies of successful sales teams

Now that we have explored the key factors that contribute to sales team success, let’s dive into some real-world case studies of top-performing sales teams-

• HubSpot: HubSpot’s sales team has been recognized as one of the best in the world, consistently exceeding revenue goals and growing the company rapidly. In 2022, HubSpot’s sales team generated over $1 billion in revenue, up 41% from the previous year.

HubSpot’s success is attributed to a number of factors, including:

• A focus on inbound marketing and sales: HubSpot’s sales team focuses on attracting and converting leads through inbound marketing channels, such as content creation, SEO, and social media. This allows them to generate a high volume of qualified leads, which they can then convert into customers.
• A data-driven approach: HubSpot’s sales team uses data analytics to track their progress and identify areas for improvement. They also use data to personalize their sales outreach and messaging.
• A strong sales culture: HubSpot’s sales team has a strong culture of collaboration and support. They are also constantly learning and growing, which helps them to stay ahead of the curve.
• Salesforce: Salesforce is another company with a highly successful sales team. In 2022, Salesforce’s sales team generated over $26 billion in revenue, up 25% from the previous year.

Salesforce’s success is attributed to a number of factors, including:

• A focus on customer success: Salesforce’s sales team is focused on helping customers achieve their goals. They do this by taking a consultative approach to sales and by providing customers with the support they need to succeed.
• A strong focus on training and development: Salesforce invests heavily in training and development for its sales team. This ensures that its sales reps are equipped with the skills and knowledge they need to be successful.
• A culture of innovation: Salesforce’s sales team is constantly innovating and finding new ways to improve its sales process. This helps Salesforce to stay ahead of the competition and to continue to grow its business.

These are just a few examples of successful sales teams. By following in the footsteps of these teams, other sales teams can improve their results and achieve their goals.

Conclusion: Keys to unlocking sales team success

Building a high-performing sales team requires a combination of factors, including recruitment and onboarding, setting clear goals, effective communication and collaboration, ongoing training and development, motivation and incentives, data-driven strategies and KPIs, and studying successful case studies.

By investing in these key areas and continuously evolving their strategies, organizations can unlock the potential of their sales teams and achieve sales success . Remember, a high-performing sales team is not built overnight but requires continuous effort and a commitment to excellence.

Now it’s time to put these insights into action and take your sales team to new heights!

Q. What is the key to sales success?

The key to sales success is understanding and addressing customer needs effectively.

Q. How do top sales teams consistently outperform their competitors?

Top sales teams outperform by building strong relationships, adapting to changing markets, and continuous learning.

Q. What role do case studies play in sales success?

Case studies showcase real-world successes, building credibility and demonstrating your solutions’ value.

Q. What common traits do top salespeople share?

Top salespeople are often empathetic, great listeners, and skilled at objection handling.

Q. How can I improve my sales team’s performance?

To enhance sales team performance, invest in training, set clear goals, and foster a collaborative and motivating environment.

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10 best b2b case study examples for your sales and marketing team .

Case studies build a perfect, not to say persuasive narrative that features real-world experiences of a product or any marketing or sales endeavour by a company. Apart from demonstrating the value of the product, some case studies help you draw some marketing and sales lessons from real-time experiences.  

Table of Contents

What is the real purpose of case studies?  

• For one, it makes your product stand out amid the competition.  
• You can look at other case studies and try to emulate their marketing or sales technique.

That’s why we put together various B2B Case Study Examples For Your Sales And Marketing Team. Have a close look and see different styles of marketing and get inspired.  

Top 10 Case Study Examples For Your Sales And Marketing Team

1. salesforce – content marketing  .

CRM (Customer Relationship Management) is the noisiest channel on the web, probably in a good way. However, one cannot refute that the competition is rampant. Now, amid this competition, Sales Force has emerged as one of the world’s largest vendor of CRM applications.  

That said, even the Salesforce had some issues maintaining steady traffic and customer base to their channel. Salesforce decided to change their content marketing strategy to achieve business growth in search and paid traffic in the UK.

Thus, they deployed their content marketing campaign to entertain and engage their target audience in the UK to achieve growth in the region.  

How did Sales Force go about making their content marketing strategy a success? They leveraged and thrived using these methods and strategies:

• Video on sales and marketing which was highly entertaining and fun.
• World’s first stop-motion slide share.
• A presentation to showcase a customer success story.

As a result of this campaign, their website witnessed a dramatic rise in their audience base from the UK region. They enjoyed 80% increase in web traffic, over 10000 downloads of their customized ebook, approximately 6500 email-newsletter signups and a staggering 2500% rise in traffic from social media sites.

2. HubSpot – leveraging inclusivity  

HubSpot is now a pillar in their domain, which is actually every organisation’s dream. To not just become a part of the horde, but someone who is seen as a benchmark for everything in the industry. And that is HubSpot for you.  

One way to achieve this goal is by leveraging the power of inclusivity. That is, by playing a host.  

This is how HubSpot – an Inbound marketing and sales software provider – made its name in the industry. They lent their name as a partner to various organisation and digital marketing and e-commerce related events.

From a social media camp in British Columbia and a UX conference in Cape Town to partner events in Leeds, Milan and Tel Aviv, HubSpot left no stone unturned by being featured and partnering in various events globally. However, it is a given that to make their brand a focal point they had to shell out a huge chunk of the budget.  

That said, even if you lack a huge budget, you can still partner or play host to events that do not require heavy budget and start by inviting people in our region.  

Inclusivity paid off

Some of the events offered by HubSpot and its partners carry a ticket price – but most of these are priced very reasonably, and others are free.

By making their events affordable and free to everyone in their business community, they established themselves as a focal point in the industry.  

3. Google AdWords – high-value giveaway

If you are a salesperson or a marketer, you have probably come across this high-value, but low-cost give-away by Google. This is an ad offering you £75 free ad credit when you sign up to Google AdWords. However, if have not been offered this giveaway then chances are that you probably had AdWords already.

The fact that this £75 ad credit voucher campaign has been around for years is not a hidden fact. And they keep attracting customers and sign-ups owing to this campaign, even to this day.  

Why is this campaign such a massive hit?  

• Generosity – £75 free credit! Doesn’t that sound generous? And you only have to pay £ 25 to avail this package. This makes it, 300% extra value when compared to just spending £ 25. Of course, Google can afford to be this generous. Plus, they eventually incur more than they are giving away. Customers who sign-up for this program, end up purchasing services like pay-per-click accounts.  

4. Social Chain – engaging social media followers  

Social Chain is a meme factory that has carved its niche and risen to become one of the biggest B2B brands in social marketing within a few years of starting out. They offered their clients the opportunity to appear on immensely popular channels like Love Food (Instagram, 6.8m followers), BeFitMotivation (Twitter, 1.78m followers) and Hogwarts Logic (561,000k followers).

Apart from this, this plot of digital marketing strategy turned Social Chain’s founder, Steve Bartlett, into a prominent influencer. However, becoming a social influencer, in turn, worked out in favour of his brand.  

How did their brand acquire so many followers?  

• Becoming an influencer – People genuinely look up to influencers, sometimes even more than the A-list celebrities. For one, they are more relatable and secondly, they are easily approachable.
• Regularly engaging your audience – Consistency is the key! Steve Bartlett’s vlogs go out every evening at 8 o’clock sharp, providing a regular fixture for his audience. This way, his audience knows beforehand when the next vlog is going to come up, thus they wait for it turning this consumption into a habit. This, in turn, also gave rise to loyalty in their audience.
• Humour & Wit paid off – You cannot bind your audience with straight-laced and bland content. That’s a fact. Thus, the best way to go about it is by taking a more multifaceted approach. That’s what Steve Bartlett of Social Chain did. He combined honest advice with lighter and more colourful moments. This gave a much-needed character to his content, hence the success and legions of followers.  

5. AeroLeads – when a soft-launch made them acquire IBM as a paying customer  

By the time AeroLeads got IBM as their paying customer , they already had a couple of other Fortune 500 companies as their signups. Before going all the way, Aeroleads sought feedback and validation by launching a beta version. This resulted in proving their mettle in the market and they got umpteen reviews, some suggesting changes and some reviews served as validation.

First of all, for AeroLeads it was an Inbound Inquiry. Though they indulged in email marketing, they still avoided sending emails to bigger companies because of their complex hierarchy. It is decidedly a bit difficult to reach the right person not to mention, they already have a set of tools and process in use.  

It was the salespeople of IBM who found AeroLeads through Google while searching for prospecting software and lead generation software as they rank for such keywords.

How did AeroLeads get IBM, Their First Fortune 500 Client?

The key is not to go out and mail big companies. Instead, focus on startups and build your company strength by strength by seeking validation. That’s how AeroLeads acquired IBM without even pitching their product.  

6. Scripted – consistent blogging & producing podcasts  

Scripted operates a marketplace of writers, who could help businesses with content creation. They are basically a virtual platform to connect writers who have the skills to write in different niches to the businesses who require freelance writers. Scripted wanted to offer differentiated services. They contended that scripted was not just a marketplace but offered the best subject-specific writers.

Using their content marketing strategy, which entailed consistent blogging and churning out informative and helpful podcasts, they witnesses that 46% of their visitors went to the next stage of their signup process. Plus, their bounce rate was 3 times lower than other sources.

What methods did they use and how they executed their campaign to enjoy such a massive success?

• In the initial stage, Scripted created engaging and informative blogs that generated massive traffic to their website. Plus, they created podcasts to explain the common problems faced by those looking for content writers. They gave strong emphasis to customer feedback and actually improved and fine-tuned their content in accordance with the feedback.
• Now, in the middle stage, they asked their visitors to sign-up for their email newsletters, white-papers and asked them to participate in webinars. The idea was to guide users on the specific solution they needed and how they could go about it.
• Now, in their final stage, Scripted leveraged vase studies to show their customers different content requirement and how they boost the sales and visibility of a business. Apart from case studies, customers were also familiarized with offers by Scripted and how each of its services fulfilled specific needs.

7. JMF International Trade Group – LinkedIn Marketing  

JMF International Trade Group is a business consultancy and contract manufacturer run by James Filbird. What they did was something that seems so ordinary, but most of us don’t do it. The company used LinkedIn, the most populated professional social media platform on the Internet today, to generate revenue. And today, the founder claims that the credit of building a company that accounts for $5,000,000 in revenue largely goes to LinkedIn.

What did the JMF International Trade Group to generate massive revenue?  

• For starters, the company always kept its profile up-to-date without ever slacking.  
• Then, they joined 50 LinkedIn groups in their niche and consistently engaged with the audience.  
• Filtered group digests and constantly connected with the relevant and targeted audience in their group.  
• From there, they moved the conversation offline, mostly through Skype  
• Constantly re-evaluated their groups and contacts.  

8. AXWAY – Leveraged LinkedIn Ads  

AXWAY is a software service that manages, runs, secures, and monitors all your business interactions – emails, files, messages, services, events, and processes.

At first, AXWAY leveraged Google Adwords which was working fairly well for them. However, according to the company, they saw better potential in LinkedIn Ads. First and foremost, the competition with Google Ads is fierce, not to say the cost was also not incurring appropriate results, at least, not as much as it should have.  

Thus AXWAY used LinkedIn Ads to specifically target job titles, their niche industries and productive leads in their domain. They tested over 30 ads with custom landing pages. As a result, their LinkedIn ad campaigns generated more than 25% conversion rate with the lowest cost per conversion ever achieved.

9. DELL – Using Social Media Outreach  

DELL directly went where their customers are, that is on social media channels. Rather than expecting their customers to come to them, DELL offered technical support directly through their social media pages by responding to customer concerns and building business digitally.  

They launched a social media campaign going by the name @DellCares, a program that used social media platforms and online communities to address their customer concerns & questions. They also replied directly to customers through tweets and other response methods.  

According to Amy Marquez Bivin, Social Media Outreach Manager, “ 98 per cent of customer issues responded to through @DellCares are resolved without customers needing to work with an agent and 85 per cent of social-media-assisted customers with negative initial opinions of Dell reported a positive opinion following the support experience.”

This program articulated that the company cares about their customers, hence as a result, the program is also generating an average of $265,000 in additional weekly revenue.

10. Lloyd’s Register – articulated dangerous implications using virtual reality

Lloyd’s Register Group Limited is a technical and business services organisation and a maritime classification society, wholly owned by the Lloyd’s Register Foundation, a UK charity dedicated to research and education in science and engineering.  

The company witnesses huge revenue deterioration when the gas prices started to fell, which resulted in many of their clients beginning to withdraw their decreasing budgets from the company’s training services. Now, it was up to the marketing team at Lloyd Register to present their company in a more valuable light and demonstrating why it was crucial that clients dedicate some part of their budget to Lloyd Register’s training.

So, how did the company succeed in convincing people to avail Lloyd Register’s training?  

They simply tried to present the Health and safety sector, otherwise considered to be boring, into an interesting light by introducing and integrating it with virtual reality (VR). They demonstrated the real-life accidents using real-life examples using the exceptional experience of virtual reality (VR). It was actually a very different approach than the usual blog posts and videos.  

The VR simulator aimed to inform rather than scare prospects into business, and mindful of the project’s sensitivity, the marketing team used crash test dummies in place of victims.

According to Luis De La Fuente, head of training, Lloyd’s Register Houston, “ Due to the downturn in the oil and gas sector, we’d been looking at ways in which we could drive interest in our training portfolio in a rapid and effective way. What we’ve done with the LR training simulator is illustrate to the industry that we’re using the latest technology to help keep safety training engagement at a level we just haven’t seen before.”

What were the benefits of this new approach of conflating Lloyd Register’s training program with Virtual Reality?  

It seems that the majority of their prospects were impressed by this new approach. So much so, that it created a 23% increase in bookings, which kick-started a number of one-day workshops, won three key accounts, and garnered considerable press attention.

Summing it all up  

So, this was it! One thing that all these case studies have in common is – engagement and connecting with your audience. There’s another similarity between all these case studies – that is, you have to adopt the practices that are best suited for your audience, thus, whatever you start or produce, do it with your targeted audience in mind.  

Whether it is launching an ad campaign or carrying our content marketing or launching a free beta product, the social point in all this is your audience.  

Furthermore, these case studies not only tell you success stories but also provide for great user experience. You can also write down your case studies to attract customers as well as to inspire your rivals and contemporaries.  

Did you find one relevant to your business? Which one of them are you most likely to emulate for your own B2B campaign?  

Related posts:

• Startup Story: How We Got 5000+ B2B Users in One Year
• 10 Tips To Create Ideal Customer Profile For B2B Startups
• Top 7 LinkedIn Tools To Boost Your B2B Sales
• LinkedIn Marketing: 20 Ways To Use LinkedIn To Grow Your Business

Tags b2b Case studies Case study example Marketere marketing Marketing case study Sales sales example sales guide

About Deepti Jain

Deepti is a senior content writer with AeroLeads. She spends a lot of time brainstorming ideas and writing marketing and sales content. She also has a knack for writing and reading about politics and prevalent social issues and regularly pens letters to the Editor of The Hindu newspaper. When she is not working, you’ll find her socializing with friends or binge-watching Netflix. (And devouring sushi).

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6 Brilliant Small Business Case Study Examples For Marketers

Explore case study examples for small businesses. Additionally, find strategies for handling common challenges and solutions for growing your business.

Every business starts small.

The success of a business lies in its strategy to overcome any challenge during its journey.

If you are trying to take your business to new heights, start identifying challenges and create solutions.

The best way is to learn from sundry success stories.

There are several case studies of different businesses that can teach you which strategy to take for selling your product and attracting the target audience.

In this article, we will discuss some of the top case study examples that can assist in upscaling small businesses.

Let’s begin.

Challenges Faced by Small Businesses

As far as businesses go, there are always hurdles that need to be defeated. Starting a business is itself a big achievement for entrepreneurs, but the main challenge is maintaining one.

There are three common challenges businesses need to overcome. These include managing the expenses, hiring people, and following new trends to develop a customer base.

1. Increased Expenses

Every business revolves around money. There are different areas where businesses have to spend their money. But the issue is handling the financial hurdles. With an unplanned budget and financial advice, businesses will be spending more than they need to.

Keeping an eye on expenses is important because the expenses determine the profit the business will make.

However, it is not easy to reduce the expense. It’s affected by demand and supply. If businesses need to keep up with the market’s demands, then the chance of increasing expenses is 100%.

2. More and Skilled Manpower Required

Businesses don’t run themselves. They need manpower with skills to handle different departments. Generally, the number of employees in a small business ranges from 1 to 500 people. Getting this manpower is easy but getting a skilled one is difficult and time-consuming.

Whenever looking for manpower, businesses need to decide what skills they want in their candidate. The problem is candidates can’t always fulfill all the requirements. Besides, hiring manpower also increases the expenses.

3. Keeping Up With the Latest Trends

The market is fluid. It changes and introduces new trends. Small businesses need to keep up with changing trends to keep their business growing. But this is where many businesses start to fall apart.

The thing about new trends is that businesses need to sell their products at the right time. It means they have to keep on studying the market to speculate their next products. If a small business fails to deliver during the peak of the trend, then it will suffer a heavy loss.

Solutions to Grow a Small Business

The best thing about businesses is that there is an attempt to find a solution for every challenge. It brings out the competition in the market, which is huge for surfacing different kinds of solutions a business can adopt.

1. Reduce the Expenses

When it comes to expenses, businesses are focused on spending huge sums on communication because communication is the key element of increasing customers and revenue. It’s not a big problem for big companies, but it is expensive for small businesses. Thus, finding innovative and cost-effective marketing strategies becomes essential for maximizing outreach and impact without straining financial resources.

Fortunately, the cloud telephony system has removed the dilemma while making business budgets because cloud phone services are cheaper than plain old telephone services.

It reduces the initial cost of new businesses up to 90%. Recent surveys suggest that over 74% of businesses prioritize cloud phone systems as their urgent investment.

The same goes for marketing which is necessary to attract potential customers. Small businesses don’t have enough budget to advertise their products.

The best solution for this is using social media platforms like Instagram, Twitter, Facebook, etc. to promote and sell their products.

Case Study: Coffman Engineers

Coffman Engineers clearly states that although the cost of using a virtual phone number adhered to cloud phone is 50% more per employee, it still provides overall 25% more savings than plain old telephone service (POTS).

Coffman Engineers have been relying on cloud phones ever since their one office location faced a disaster. Now they have a disaster recovery feature built into their cloud phone system. It helped them to be ready for any disasters without losing communication with employees.

Not just that, they found all the necessary features bundled into one subscription package in a VoIP phone system. Such a facility enabled them to handle all their business communication using only one platform.

Key Takeaways

• Small businesses must invest in cloud telephony for business communication.
• Extensive use of social media to promote and sell your products/service.

2. Improve Employee Productivity

As we discussed earlier, manpower is a big challenge for small businesses. Hiring more employees doesn’t mean higher productivity. It’s about smart task allocation through a streamlined workload management strategy . Businesses also need to hire the right candidates to keep their expenses in check and improve productivity.

There are different tools available that can monitor what the employees are doing. Time tracking tools and workforce management tools are key components every business needs.

Especially in remote working scenarios, these tools are crucial to getting the full effort for the employees. Companies have seen a 35%-40% rise in productivity in employees working remotely with the use of tracking tools.

Case study: On The Map Marketing

On The Map Marketing , a digital marketing agency, used time tracking tools that showed that remote working employees tend to work more hours since they can work at flexible hours.

On The Map Marketing first started using the time tracking tool when they were opening their office in Riga, Latvia. The CTO of the company wanted the time spent on different tasks on his computer as well as managing the remote working employees.

Using a time tracking tool, they were able to track their productivity with a detailed report of their daily activities during office hours. It helped them calculate salary bonuses. They also found the productivity level of each employee to determine their value for the company.

• Small businesses should use a time tracking tool to make sure employees focus on their office work.
• Small businesses can track the performance of each employee at office locations or remote working locations.

3. Reward Your Customers

A business becomes successful when it can keep its customers happy. In efforts to upscale a small business quickly, the marketplace has seen a decline in the quality of products and services. It is a primary reason for customer dissatisfaction.

About 45% of business professionals rate customer experience as their top priority for growing a business.

Survey says more than 85% of buyers are willing to spend more for a better customer experience . Therefore, small businesses need to focus on improving their quality of products and services, which is a powerful indicator of customer experience.

Case study: Starbucks

Starbucks introduced a Reward Loyalty Program in which customers collect stars to get exciting rewards. This program drives 40% of Starbucks’s total sales .

By adapting the gamification method, Starbucks added a reward loyalty program to their already established app. This move drastically increased sales and digital traffic. They brought mobile payment, customer loyalty, and content partnership in one powerful app.

Customers started registering for My Reward via their app. They are given stars(points) in exchange for their interaction in the app or purchase made. The higher the number of stars a customer gets, the better rewards they get.

• Small businesses can give different forms of rewards for more customer engagement.
• Improvement in customer service can drive more sales and attract more customers.

4. Build Your Brand

Small businesses should learn to build their brand image on social media. While marketing any product or service, the brand image is a key factor for understanding how people view your business.

A brand image must first include mission, vision, and values. It also requires a brand positioning statement that can set your business apart from the competitors.

It’s important to create a unique brand personality. For this, businesses need to design a good logo because customers are most likely to recognize a business looking at a logo. They will have to identify their target audience to craft a good brand image.

According to a study, around 89% of users stay loyal to a business with a good brand image .

Case study: Apple

Apple logo is a well-recognized design that reflects the brand value. Over the years, the Apple logo has gone through several design changes.

The most important rebranding of the company came when Steve Jobs changed the logo which impacted the overall personality of the company. Now, this logo is the most recognized logo in the world.

Looking at the Apple logo, customers can feel a sense of trust, reliability, and innovation . It is the main reason for the huge sales of all Apple products across the globe.

• Branding helps a business build strong relationships with prospects and attract them to be loyal customers.
• Small businesses need to create a strong brand image to sell their products efficiently.

5. Prioritize on Partnerships

Partnerships and collaboration can lift the businesses to maximize their cost savings. It allows businesses to strengthen their programs using available resources and tools.

This has a direct effect on improving the efficiency of their operations. It improves the credibility of the business in the marketplace.

Case study: RENAULT & NISSAN

Renault and Nissan have a strong partnership in automobiles. Their partnership made a remarkable achievement of making up 10% of new car sales worldwide .

Renault and Nissan chose to make an alliance rather than a merger because an alliance has many stronger benefits than a merger would give.

With an alliance, they can access more geographical areas where foreign investments are restricted. These companies got better chances to enter each other’s territory where they were already established companies because of the alliance.

Although they faced numerous challenges including fluctuation in price share, they managed to resolve issues and succeed.

• Small businesses can collaborate with other businesses to increase their chances of higher product sales and profit for everyone.
• Partnership with other businesses allows all parties to benefit from each other’s strong areas.

6. The Right Marketing Strategy

Every business requires to sell its product and services to the market. Without the right social media marketing strategy , a business cannot compete in the marketplace. The first thing about marketing is knowing your target audience and competitors.

When small businesses know who they are competing against, it will help them to see how the competitors are executing their business and attracting their customers.

One such way is to grow your website traffic which can bring you more leads and eventually customers. And how do you increase your website traffic? SEO. If done right, Search Engine Optimization can drive huge traffic to your website to reach your marketing goals.

Case study: Zapier

Zapier used an SEO strategy revolving around long-tail keywords for generating organic traffic to their website. They created 25,000 unique landing pages for unique keywords.

Zapier had a structure and layout for each page including well-optimized human written content. They outsourced SEO content and focused on a playbook for the onboarding process and launched new apps so that they can get partners to write content for them.

On top of that, they also outsourced link building to their partners. These partners wrote valuable guest post content of Zapier on their site and gave a backlink to Zapier. It helped Zapier to get new users as well as drive their website traffic.

• Small Businesses should improve their website traffic by adding more landing pages with relevant content.
• Backlinks through guest posts on other websites can drive more website traffic and attract more prospects.

Now that we have discussed these examples, let’s see how you can create these studies.

Now that you have a fair idea of the business challenges and solutions, there is a good chance of delivering a good strategy for growing your small business.

On top of that, the case study examples above will help you view how other businesses overcome their situation to take their business to new heights.

The most important aspect of upscaling a small business is understanding the customer’s needs. Therefore, you should design a persuasive marketing strategy to attract customers and compete with other businesses in the market.

And a good marketing strategy for any business must include social media. And to make the most of your social media marketing efforts try SocialPilot for free today.

Frequently Asked Questions

🌟 How do you upscale a small business?

Upscaling a small business is a very challenging process. Whether it's making a budget or hiring employees, you have to focus on things that are best for your business. Planning, targeting prospects, marketing strategy, etc. are crucial steps for upscaling businesses and competing with big companies.

🌟 What is a small scale business?

Small scale businesses or Small scale industries (SSI) provide products and services on a small level. Normally in the US, a small business consists of less than 250 employees. Also, it has small capital investments and less office space.

🌟 Why do entrepreneurs find it difficult to scale up?

New entrepreneurs find difficulty in scaling up their businesses because they don’t know what to do. Even if they know, they have to face many challenges like market research, finding loans, allocating space, etc. Also, legal matters are always a major concern for making changes.

🌟 Why is scalability important in business?

Scalability is important because it directly impacts business competition, profitability, brand image, and product quality. Since small businesses have huge growth potential and high return on investment (ROI), they have to properly focus on scalability.

🌟 When should you scale a business?

A small business should look for upscaling its business if it has achieved a minimum annual growth of 20% over 2-3 years with only 10 or more active employees.

About the Author

Anwesha Ghatak

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• 05 Dec 2023
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• 04 May 2020
• Research & Ideas

Predictions, Prophets, and Restarting Your Business

Businesses are starting to plan their re-entry into the market, but how do they know what that market will look like? Frank V. Cespedes warns against putting too much trust in forecasters. Open for comment; 0 Comments.

• 22 Oct 2019

Use Artificial Intelligence to Set Sales Targets That Motivate

Setting sales targets has always been an inexact science, with serious consequences if done poorly. Using AI-based advanced analytics might be the answer, argues Doug Chung. Open for comment; 0 Comments.

• 30 Jun 2019
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• 29 Apr 2018

Analyzing the Aftermath of a Compensation Reduction

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Do All Your Detailing Efforts Pay Off? Dynamic Panel Data Methods Revisited

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For Women Especially, It Pays to Know What Car Repairs Should Cost

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Brent Barnhart | B2B Content Writer

7 Superb SaaS Case Study Examples (and Why They’re So Effective)

It’s no secret that the SaaS space is crowded.

Heck, the average business is juggling hundreds of apps at any given time.

And so anything software companies can do to prove their value is a plus.

That’s why SaaS case studies are so important.

Fact: case studies are cited as the most effective type of content for influencing B2B buying decisions. Case studies are crucial for not only helping SaaS companies stand out from the crowd but also answer their potential customers’ most pressing questions.

Want to see what compelling customer stories look like in the wild? Check out the seven SaaS case study examples below.

“What does this case study do well?”

• Immediately highlights the client’s key challenge and how Gong’s product managed to solve it. The specific, positive outcomes (“more closed deals,” “increased sales productivity” and “more cross-department collaboration”) speak for themselves.
• The format is scannable and flows seamlessly, broken up by colorful visuals, client quotes and a product screenshot.
• The case study reads like an actual narrative, brimming with conversational copy and client quotes to keep the report from feeling too “matter of fact.”

Much like SaaS blog writing doesn’t have to be boring, case studies shouldn’t be a total snooze-fest. This report proves exactly that.

• Incorporates a brief video to summarize the study’s key points and provide real-world context to the client’s challenges. This is especially important for more “technical” or complicated SaaS products.
• It’s brief! In addition to the provided video, the tried-and-tested “Challenge, Solution, Results” format helps keep this study short and sweet.
• The study’s headline is compelling. From its title alone, the study highlights how a specific feature (Zylo’s SaaS renewal calendar) addressed a specific pain point (unwanted auto-renewals) and resulted in a major benefit ($50,000+ saved) for the client.

Clocking in at under 500 words, this is among the shortest of our SaaS study examples. That said, the study’s brevity is one of its key strengths.

• The study’s format gives you pretty much everything you need above-the-fold, including the client’s results and a well-produced video.
• Highlights impressive data points and outcomes immediately (“5xd conversion” and “90% retention rate”).
• Includes quotes from multiple employees to showcase how Heap’s service helps clients organization-wide (rather than just a single department).

• The case study’s title is striking, putting a massively positive client outcome (saving 40 hours per week) front-and-center.
• It feels human! The fact that the study comes from a back-and-forth client conversation not only humanizes Databox as a brand but also makes their product seem more tangible.
• The study’s unique format (a blog post that provides both a video and transcript) is fair game for prospects whether they prefer to consume content via viewing or reading. This likewise highlights how you might integrate case studies into your SaaS content strategy.

5. FunnelCake

• The study’s headline does double-duty of showcasing awesome results (1.5x conversion rates) and how quickly those results came (“Within a quarter of launching”).
• Provides multiple hard-hitting client quotes to drive home the product’s effectiveness (“finding value in the first week”).
• Couples its bold claims with specific data points (“100% adoption in the first 30 days”).

6. Chili Piper

• Major outcomes are highlighted throughout the case study (including a “5x increase in inbound meeting booked” and the “300% revenue increase” referenced in the title).
• The study uses the numbers above to hook the reader and then provide a brief breakdown of how those results came to be, moving us from Point A to Point B.
• Candid client video and quotes provide additional context and a personal touch to Chili Piper’s product.

7. Typeform

• The study is presented as a hybrid between a customer success story and a how-to blog post for new users and existing clients. Again, case studies are a valuable part of your SaaS content marketing strategy.
• Incorporates actual client screenshots and highlights the specific steps to replicate their positive results, making Typeform’s product seem super actionable.
• Integrates glowing quotes from the client to showcase benefits.

“What do the best SaaS case study examples have in common?”

As proven by the examples above, there is no “right” or singular way to put together a SaaS case study.

That said, there are a few common threads between the reports above that companies should strive to stick to.

If you’re trying to figure out how to write a SaaS case study yourself, keep the principles below in mind.

Grab readers’ attention with specific numbers, figures and data points

Sure, phrases like “increased revenue” or “saved time” are enticing.

But coupling those phrases with actual numbers can help your case study pack a much-needed punch.

For example, “increased revenue” versus “increased MRR by $10,000” or “saved time” versus “saved 15 hours per week.”

See how that works? Using actual client numbers does double duty of grabbing your target audience’s attention while also proving to prospects that your service produces meaningful results.

Integrate visuals to illustrate your points and keep readers engaged

Fact: recent visual content statistics note that both videos and graphics help push people toward making purchasing decisions.

It’s telling that five of our seven SaaS case study examples include video, right?

From stylized quotes to product screenshots and client headshots, it’s crucial that your reports are more than just walls of text. Written case studies can definitely be effective, granted you stick to the principle of “show, don’t tell.”

Let your clients do the talking

Again, most SaaS case studies are basically client stories.

So don’t be shy about letting your clients sing your praises. You’d be surprised at what gems of social proof they’ll say totally unprompted.

The correlation between customer testimonials and higher conversions is well-documented. Note that many of the SaaS case study examples below draw heavily on direct client quotes or interview segments.

If nothing else, making your case studies client-centric makes sense and likewise means less work on your part.

Make your case study shareable

Fact: the typical B2B buying process involves between six and ten people.

And so anything you can do to make your case study shareable to multiple stakeholders is a smart move.

This again speaks to why so many SaaS case studies incorporate video or are formatted as succinct, scroll-friendly PDFs.

Beyond that, conversational language and a summary of key points can also make a report more shareable. In short, your case study should be accessible even to people who don’t have a deep knowledge of your product.

Which SaaS case study examples stand out to you?

SaaS providers have a ton of freedom when it comes to how they put together their case studies.

Want to keep it brief? Looking to take a deep dive into your product and its specific features? Go for it.

Hopefully these examples and best practices provided some insight into what makes a “good” case study in the software space.

Got any other SaaS case study examples I should totally check out? Let me know on  Twitter , comment below or  shoot me an email .

This post was last updated on 1/5/2021.

January 6, 2021 at 8:26 am

Great piece for me as a marketing analyst who is looking to learn more about the SaaS industry

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How to focus on the right types of sales: a case study.

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CEO & Bestselling Author at StrategyTraining.com. We turn clients into influential leaders. Get started at  FIRMSconsulting.com .

Consultants often ask me what is the right percentage of growth and over which timeframe should they achieve this growth. They want to know if their goal should be to double their sales or increase them by a certain percentage. In my experience helping numerous clients, what I find is that this is the wrong question to ask and the wrong focus when it comes to growth. Your focus should be on having the right types of sales, not on having new sales regardless of the type of work sold.

The easiest way to explain this is to imagine what would happen to your body if you ate cheeseburgers for breakfast, lunch and dinner for one year. You would probably not like the outcome. Your body, routines and lifestyle would need to adjust to accommodate your new diet. You would gain weight, not feel as good and even your identity would be impacted. In the same way, your consulting practice will adjust itself to deliver the types of projects you are selling and delivering. Again, it's less about getting a sales number and more about getting the right types of sales.

The Wrong Sales Focus

As a case study for the point I am making, my company was once asked to help a consulting practice that admired strategy work. They believed it was the highest margin work. They would try to sell projects that were heavy on analytics, which is how they interpreted strategy work, and the projects lasted from two weeks to two months. You can imagine how stressed those partners were. They had to constantly find clients and close new projects every few weeks to keep their staff busy. They had to meet new clients all the time since the same client rarely wanted back-to-back strategy-type engagements. In each meeting, each client had a unique issue which the partners needed to wrap their heads around. They liked taking slides to meetings so they had to have a dedicated group of analysts preparing unique slides for complex issues.

Strategy work is hard and intense. The training also suffered since consultants were almost always staffed on projects, often on multiple projects. The best consultants did not have the time nor energy to train newer and weaker consultants. Eventually, the quality levels fell, which led to the partners having to rely even more on a small and dwindling group of star consultants who felt underappreciated and overworked.

It was also hard to forecast cash flows for the office. Projects were often canceled and postponed. Hiring behind a wave of multiple projects that started at the same time was a perilous task because there was no certainty of work after the projects ended. This in turn led to a lack of training because no one knew if the investment was worth it for the new consultants who might leave soon. Eventually, the firm shifted to using contractors who had different skills, styles and operating practices. The office struggled to grow sustainably. The staffing, morale, structure and culture of that office was the outcome of the projects they pursued.

The main recommendation we provided to this firm was to start measuring their long-term relationships with each client. Rather than celebrate a portfolio of strategy studies across numerous clients, we asked them to step back and think about what would happen after the initial study. If the initial study identified deeper issues to solve, like developing a new digital plan, why was the firm not helping the client? In effect, this firm had one product: A strategy diagnostic that they shopped around. We taught them to find important clients and build the skills to serve those clients on their most pressing issues. 

Lack of knowledge and resources was never the issue, but the company had been making the wrong kind of sales. Their clients wanted more than strategy. While they had everything to succeed, including great relationships with local business leaders, the problem was the model of what they were selling never allowed them to grow and build a quality practice. Eventually, the firm was able to change its business model and fee structure in order to take a lifetime view of serving large clients.

Selling The Right Projects

Your offices, practices and consultants need stability regardless of what field you’re in. Growth is risky, and it's a bet on the future. If you choose a sales model that is inherently unstable and relies on low profit margin or draining project types, it will be very hard to grow.

When cash flows are stable, your office can make big investments for the future. You can focus on getting talented and driven people on board, training them well and grooming them for the future. While strategy projects have a sexy appeal, a firm that is not designed to deliver them will sell them in an unprofitable manner.

This is a challenge especially for consulting boutique firms but also for larger firms. It’s relatively easier to sell smaller analyses or diagnostic pieces. Most firms consider this to be strategy work. However, what we find is firms get trapped in a cycle of being so fatigued on delivering these projects and selling more of them to cover their costs that it becomes very difficult to step back and analyze their business model. And it becomes even harder to find the energy, drive and resources to start implementing the changes needed.

The building block of a consulting practice is selling the right kinds of projects that provide stable and recurring anchors for growth. Some projects cannot allow for this. Strategy projects alone cannot do this and should be a gateway to longer relationships. The goal is to get the right kind of sales where the client tells you what the problem is and ranks it for you — then gives you the space to implement the changes.

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Sales Case Study: How to Make a Sale in 7 Steps

Sales case studies are a great way to learn how to make a sale. I remember when I was first starting in sales, I would read as many sales case studies as I could get my hands on. They were a huge help in learning the ropes and understanding the different steps involved in making a sale. This sales case study will show you how to make a sale in 7 steps. By following these simple steps, you’ll be well on your way to becoming a top-performing sales rep!

Sales Case Study: Successful Sales Techniques

A sales case study is an important tool for sales teams. It can provide insight into how other companies have been able to successfully sell products and services and can help sales teams learn new strategies and techniques.

Additionally, sales case studies can help to identify potential customers and target markets.

What are Sales Case Studies and How Do They Help You?

A case study analyzes a specific instance –– or case if you will –– that shows how your product has been effective in solving a problem.

When you market with customer success stories, you allow your prospective customers to get to know your existing customers on a more personal level. This can help them see how your product has benefited other people, which can in turn make it easier for them to purchase.

Would you hire a company to produce video content for you if they just said, “We produce high quality, high return-on-investment (ROI) generating videos”?

Wouldn’t it be more beneficial for you to see the quality of their work first and read a personal recommendation from someone who has worked with them before through case studies? This way, you can make a more informed decision about whether or not this is the right company for your needs.

Most customers read reviews before making a purchase. This is because 81% of people do their research before buying anything.

B2B sales are just like any other kind of sale – the prospect does their research before committing to a purchase. To get an idea of what a company is like, it can be helpful to read reviews from past customers. This way, you can learn about a company’s reputation before making a decision.

Case studies are an excellent way to show your potential customers the benefits of your product or service. By reading about how other companies have benefited from using your product, they can see the logic behind your claims and also get a sense of what a satisfied customer looks like. This can help to remove any objections they may have about purchasing from you.

How to Write a Sales Case Study

The customer is a small business owner who needs help with bookkeeping and accounting. They have a goal of being able to track their finances and make better decisions for their business. We helped them by providing bookkeeping and accounting services. The result was that they were able to track their finances and make better decisions for their business.

B2B Case Study

88% of customers trust online reviews, so having testimonials and reviews on your site is a great way to establish credibility.

When you’re marketing to other businesses, case studies can be extremely impactful. Why? Because when your target audience reads about success stories within their industry, they’ll assume that the same approach will work for them.

Marketing Case Study

Case studies are an excellent way to show that you are comfortable in a specific field and familiar with industry-specific needs. By using case studies, you can demonstrate that you have the expertise to provide targeted results to that industry.

Sales Case Study Examples

Customer case studies are a particularly effective way of selling.

A sales case study is an in-depth look at how your service or product helped a client. It not only shows their opinion of your brand but highlights the results they achieved with you.

Make Impactful Statistics Pop in Your Sales Case Study

Case studies don’t have to be limited to just written words. You can include images, videos, and more.

To make your statistics pop in your sales case study, use icons to highlight areas that are particularly interesting or relevant. This will help your readers quickly identify the most important information in your study.

Icons are visual images that help to summarize important information quickly.

The use of icons in the business case study examples above helps to quickly represent areas of impressive growth and act as visual cues to help draw the reader’s attention to certain parts of the page.

Use High Contrast Shapes and Colors in Your Sales Case Study

Use contrasting colors and shapes to help your key info pop.

Use a different or complementary color scheme, or add a graphic such as a square or a circle.

This visual design uses blue boxes to separate the information to make it more readable.

This information is easily digestible and retainable for a potential customer, thanks to the use of icons and strong statistics.

8. Tips For Creating a More Effective Sales Case Study

Case studies are a powerful way to increase conversions and revenue.

They show how your product/service helps customers achieve their own goals.

An extensive, detailed, and specific case study that outlines your achievements and shows potential customers how you helped them achieve their goals.

Writing a compelling and action-oriented case study can be a real challenge. Most out there are boring, uninspiring, and fail to deliver all the information they should.

It’s time to change that. Here are 8 tips to help you create a more effective case study.

1. Write About Someone Your Customer Can Relate

If your target audience is in the education industry, then make a case study about one of your university clients.

If it’s related to the automotive industry, then make a case study about car parts and car accessories.

The purpose of your case study is to show that you are comfortable in their industry, you understand their specific needs, and you know how to deliver results.

Think about writing a how-to post for a blog. The content is geared toward average readers. But when you read a case study that deals with your industry and needs, you are much more likely to understand and apply the information presented.

The same can be said for case studies – people reading them will think that the same methods worked for the company.

This means you’ll need to write multiple case studies, each tailored to a different customer type.

2. Narrate a Story From Start to Finish

Storytelling is a powerful marketing tool. They allow readers to get to know your customers on a deeper level.

Who is the customer? What do they do? What are their needs and goals? How do you satisfy those needs so they can meet those goals?

Continue following up with your customer in your case studies and show how your solutions provide ongoing value.

In your case studies, be sure to include both the emotional benefits of your solutions as well as more concrete, measurable results.

Did your software help boost productivity, reduce turnover, or free up employees’ time? By including these metrics, you’ll provide your readers with a complete picture of how your services have helped your customers.

3. Make Your Case Study Easier to Read

No one likes reading large blocks of texts, regardless of how informative or entertaining they might be. Like a blog post, a case study should be easily scanned and readable.

Use the same elements of content and writing that you would for an article, blog post, or website copy.

When you’re writing a case study, use effective design elements like bold or italic fonts, bullet points, and header tags to help readers easily digest the information.

By including these simple, yet effective, techniques in your case studies, you’ll help readers find the information they’re looking for and better understand your value proposition.

In addition to writing blog posts, consider including videos and other types of media to spice things up.

Including images of your actual customers, screenshots of your results, or even videos of you explaining your process will help make your case studies more engaging.

4. Highlight Real Numbers

Have you ever wondered if doubled traffic in a case study meant going from 100 to 200 visitors or 10,000 to 20,000?

To strengthen your case studies, share exact figures. Show how much your increase in website traffic, sales, or whatever else matters to your clients.

This adds credibility to your case studies and builds trust with your audience.

Your case studies should be as detailed and as factual as humanly possible. Don’t just say you increased their website traffic by 50%, say you boosted their web traffic by 50%, and back it up with hard numbers.

It’s important to provide context when sharing these statistics. Explain why they’re important to you and your company.

By showing your customers’ journeys, you can show readers how you’ve helped customers get to where they are now.

Including before and after photos in your case studies helps your readers visualize the results you achieved for your clients. Seeing these before and after shots lets your prospects know that you are capable of achieving similar results for them.

5. Talk About Specific Strategies

So, you managed to improve your client’s web traffic? How did you do it?

This is where you tell the prospect which products or services you used to achieve your goal.

“Thanks to our digital marketing strategies, we increased website traffic from 2,000 to 15,000 visitors a month in just three months. Our social media marketing campaigns on Facebook and Youtube helped increase our brand awareness, and our link-building campaigns helped us rank higher on search engines.”

Don’t worry about giving away your secrets — your goal here is to establish yourself as a thought leader and showing that you know your stuff is key to that.

6. Test Different Content Formats

You don’t have to always write case studies in story format.

Try interviewing your clients and asking them the same questions, such as how they started their business, what their goals are, and what you did to help them.

Be sure to include quotes from your customers in your case studies. This will make your stories more believable and relevant to your prospects than if you were to tell your story yourself.

If you’re looking for ways to make your case studies more engaging, consider using infographics, webinars, or podcasts. These formats can help you capture your audience’s attention and communicate your key points more effectively. Experiment with different content types to see what works best for your business and your customers.

When Vortex switched to a brochure style, they noticed a significant boost in conversion rates. Their case studies highlight exactly how they achieved those results and can help convince customers that the same techniques will work for them.

7. Repurpose Your Case Study for Different Audiences

While some people are happy reading your text-based case studies, other people may like to listen to them, watch them, or see them in a visual format. So, take your written content and repurpose it as a podcast, a YouTube video, or an engaging infographic.

The main benefit of video marketing is that videos are easily sharable. This means that your case study could reach more potential customers.

You can embed case studies in ebooks, blog posts, and resource guides. You can also link your case study to posts that prove your value and mention them in webinars.

8. Make Your Case Study Easily Accessible

What’s the point of creating a great case study if no one ever reads them? Be sure to organize your case studies in a way that makes them easy to locate.

List them on your website, optimize them for search engines, and promote them on your social media accounts.

Here are a few examples of easy-to-find case studies.

Amazon Web Services

If you’re in an industry like manufacturing, finance, or fitness and are looking for a case study, check out what Amazon Web Services has to offer. With AWS Digital Asset Management , industries like manufacturing, finance, or fitness can leverage a centralized, secure, and easily accessible platform to manage their extensive digital assets, simplifying the workflow while ensuring data integrity and accessibility.

The case study section on the landing page for drupal.org features several success stories from major brands, making it simple to see how Drupal can help your business.

How to Use Case Studies in Marketing

Follow up your case studies with blog posts that highlight a challenge or obstacle that your customer or company faced. Then, show the steps you took to overcome that issue.

In your post, show the steps you took to solve these issues.

Let’s say we had a client case study that detailed how a company used videos to build their trust. We might write a blog post that was called “Using Videos To Build Your Brand’s Credibility”.

A customer success blog post should focus on how your customers overcame their challenges and used your product or service to do so.

Most customers don’t want to spend a long time reading through a long explanation when they’re buying something. It’s much easier for them to watch the video that explains the service or product quickly. Our research shows that 96% of buyers would prefer watching a short video over having to read long explanations.

It’s easier for them and saves time if they view a video that gives them all the information they’re looking for.

Including statistics, and data, and ending with a call to action, video case studies are a great way to show your prospect how your product/service has benefited someone else.

If you can demonstrate to your prospects how your product or service is helping them solve their problem, you will be in an excellent spot.

Through videos, you can establish an emotional connection between your brand, product, and customers. Having satisfied customers explain the benefits of your product will help build a stronger relationship with your prospects.

This leads to more sales and more loyal clients.

You can display your testimonials or customer success stories directly on your home page. This will show web visitors that other people have had success with your product or service.

How to Present Your Case Studies

Here are a few suggestions for how to display your success stories:

• Feature a quote from your case study on your homepage
• Create a dedicated page featuring your testimonial or video case study
• Include a graphic or image of your case study

Email Marketing

Case studies are a great way to connect with those already-cold, disengaged contacts and re-ignite their interest.

Our preferred method is product-specific segments.

Do you have case studies from a specific product or service? Look at your analytics to see who was at one time interested in it.

Then, send an email to your subscriber list with your case study.

Social Media

Case studies are an easy way to promote your business on social.

Share a link to your customer’s success story and mention them.

To get the most out of a case study, post the case study in a way where readers are inspired to action. Focus on the benefits, be direct, and link to the page.

What other creative ways can you think of to use social media to promote your case study?

There are many ways to use a case study on social media.

You can show your happy, smiling face with a testimonial on your Facebook page, your Twitter account, and your LinkedIn profile.

You can also share your case study on LinkedIn, or add it to your company’s page.

Finally, you can post your case studies in related Facebook groups, or tweet about them. By doing all of these things, you will increase your engagement, and reach more potential clients .

According to Accenture, 41% of customers switched to a different business due to a lack of personalized communication.

When quoting your case studies, choose quotes that are specific to how your company helped the customer or quote metrics that demonstrate what the results were.

“We were able to increase the number of our email list by 80% in only a year. Their professionalism, dedication, and results speak for themselves.”

These quotes are a great way to boost your social media presence and website views.

Newsletters

Case studies can be included in your newsletter to both attract new potential clients and solidify your relationship with existing ones.

When companies focus on their customers, they not only improve relationships with current clients but can also attract more business. It’s natural to want to be part of a group, and when customers see that a business cares about them, they’re more inclined to support that company.

Case Studies for sales teams

Did you know that 70% of B2B customers do their research before even speaking to a sales rep? And 44% of those same people are looking for a specific solution before reaching out to a salesperson.

As customers become more and more educated, sales reps need content that speaks to each stage of a buyer’s journey. This ensures that reps are providing customers with information that’s relevant to their stage in the buying process.

Case studies are an excellent way to showcase your successes.

Have you heard of the saying “right place right time”?

Case studies are a great way to build credibility and trust with potential buyers. By showing past successes, you can demonstrate to potential clients that your product works.

What is a Sales Case Study?

To recap, a sales case study is a written document that describes a sales process from start to finish. It details the challenges faced by the salesperson and how they were overcome. A sales case study can be used to teach best practices, highlight successes, and identify areas for improvement.

A good example of a case study is a research paper that analyzes a particular subject in depth. Case studies are usually conducted on people, businesses, or organizations, and they often involve interviews and observation in addition to secondary research.

A sales case study is a great way to learn how to make a sale. This sales case study has shown you how to make a sale in 7 steps. By following these simple steps, you’ll be well on your way to becoming a top-performing salesman or woman!

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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 .

Pro tip: When sending emails, don't forget about the impact a good email signature can make. Create your own using our free Email Signature Generator .

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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Iz-Lynn Chan at Far East Organization (Abridged)

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Barbara Norris: Leading Change in the General Surgery Unit

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GROW: Using Artificial Intelligence to Screen Human Intelligence

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GitLab and the Future of All-Remote Work (A)

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TCS: From Physical Offices to Borderless Work

Creating a virtual internship at goldman sachs.

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Starbucks Coffee Company: Transformation and Renewal

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JCPenney: Back in Business

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Arup: Building the Water Cube

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(Re)Building a Global Team: Tariq Khan at Tek

Managing a global team: greg james at sun microsystems, inc. (a).

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Organizational Behavior Reading: Leading Global Teams

Ron ventura at mitchell memorial hospital.

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Anthony Starks at InSiL Therapeutics (A)

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Wolfgang Keller at Konigsbrau-TAK (A)

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The 2010 Chilean Mining Rescue (A)

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Midland Energy Resources, Inc.: Cost of Capital

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Globalizing the Cost of Capital and Capital Budgeting at AES

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Cost of Capital at Ameritrade

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Finance Reading: Cost of Capital

Circles: series d financing.

• Paul W. Marshall
• Kristin J. Lieb
• William A. Sahlman
• Michael J. Roberts

Andreessen Horowitz

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Entrepreneurship Reading: Partnering with Venture Capitalists

• Jeffrey J. Bussgang

David Neeleman: Flight Path of a Servant Leader (A)

• Matthew D. Breitfelder

Coach Hurley at St. Anthony High School

• Scott A. Snook
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Shapiro Global

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Kathryn McNeil (A)

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Carol Fishman Cohen: Professional Career Reentry (A)

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Alex Montana at ESH Manufacturing Co.

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Michelle Levene (A)

• Tiziana Casciaro
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John and Andrea Rice: Entrepreneurship and Life

• Howard H. Stevenson
• Janet Kraus
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Partner Center

The Spinoff

Business about 11 hours ago

The case against selling (some of) kiwibank.

• Share Story

Duncan Greive recently argued the case for a part sale of Kiwibank . Edward Miller gives us the counterargument. 

The Commerce Commission market study on the banking sector wants to see Kiwibank become a “disruptor” to the four major retail banks, and has asked the government to consider how it can access more capital to do that. Chief executive Steve Jurkovich has stated that Kiwibank is up for the challenge.

Excusing the Silicon Valley language of “disruption”, there seems to be widespread agreement on the need for capitalisation, but disagreement on how to achieve it. Government could capitalise it directly, but the minister of finance Nicola Willis has been preparing the ground for a share sale as the best approach. 

One need only look at the crisis unfolding in the electricity sector in the past couple of weeks to get a sense of the problems with this approach. In the decade since the partial privatisation of Mighty River Power (now Mercury), Meridian and Genesis, the gentailers (the above three companies, plus fully privatised Contact) paid out $10.8 billion in dividends while generating capacity increased by a mere 1%. 

From 2016 to 2020, gentailer dividends were paid out at more than four times the level of new investments in generating capacity. We are paying for this now, with surging electricity prices hammering households and destroying manufacturing employment . 

It’s still early days, but what’s being hinted at for Kiwibank seems similar to gentailer privatisation, where the government retains a majority shareholding, but has limited scope to exercise that shareholding in “non-commercial” ways that support broader policy objectives. In the electricity sector, these objectives would include things like reducing energy costs or accelerating decarbonisation, while in the banking sector, we’re really talking about cheaper banking services. 

That brings us back to ComCom’s market study, which was commissioned because New Zealanders were paying too much for banking services. 

Everyone complains about the banks, right? Is New Zealand really out of step with the rest of the world? 

The market study compared the profitability of NZ banks to a range of peer nations over the past decade. It found that NZ banks were higher than the upper quartile of that sample in terms of three core bank profitability measures: return on equity, return on assets and the net interest margin (see pages 158 to 164 ). In other words, our banks are about as expensive as anywhere in the developed world. 

Shareholders of the Big Four banks have no doubt been appreciative of this status quo. We don’t yet have 2024 financial results, but 2023 was a record year for the Big Four, with pre-tax profits reaching $10 billion in 2023 for the first time.

And, while annual profits are rising, 2023 is right on brand for the Big Four. Over the past decade,their net profit after tax totaled $49.5 billion, with 77% of that – some $38.5 billion – transferred to their parent companies as dividends.

While Kiwibank is much smaller than the Big Four, its net profit after tax still came to $202 million in the  2024 financial year, a 15% jump on the previous year.

And, RBNZ data shows that its net interest margins – the key measure of profit in the sector – are right in line with the Big Four, and in the last couple of quarters have actually been a shade higher. 

This is particularly interesting, given Kiwibank’s home lending book has grown 2.7 times as fast as the market in the past year. People want to bank with a NZ-owned bank. What if that was the cheaper option?

Capitalising Kiwibank

Nicola Willis has directed Treasury to engage with Kiwibank’s parent company on options for raising new capital, “ including from KiwiSaver funds, New Zealand investment funds and investment from everyday New Zealanders.”

The Kiwisaver option appears to be the most benign approach, but there’s some history to consider here. Until 2022, some Kiwibank shares were held through the government’s ownership of the Super Fund, NZ Post and ACC, but the government had first right of refusal over any future sale. 

The Super Fund was keen to purchase some or all of NZ Post’s share, but, as CEO Matt Whineray noted, “we sought the flexibility to introduce private sector capital … to preserve all options for exiting the investment in the future.” This is the first big problem: selling shares to pension funds might sound nice, but how do you stop them selling them on and then banking the capital gain? 

According to Duncan Greive, it might be worth taking this risk because we need to find a way to fund the growing cost of superannuation, and there “are not a lot of significant New Zealand businesses for the Super Fund to invest into.”

I’m sympathetic to this problem, but relying on Kiwibank’s profits to fund superannuation seems to ignore the actual issue of the excessive costs of banking in this country. It will also likely do little to reduce those costs – instead of the Big Four, we might just end up with the Big Five. That’s unlikely to generate any real disruption in the industry.

Regardless of what Kiwisaver fund operators like Sam Stubbs say , fund managers wouldn’t be buying Kiwisaver shares solely because they want a more competitive banking sector. They want a return, and they have an obligation to maximise that return for their customers. 

If we want Kiwibank to live up to ComCom’s disruptor dream, then it needs to do more than just match the prevailing returns in the market. It needs to beat them, and that means having lower interest margins than the Big Four.

Lower margins means lower mortgage rates, means Kiwibank winning a larger share of the national mortgage book, means other banks cutting their rates in response. This is competition. This is disruption. This is Kiwi ? 

But lower margins also mean lower returns for shareholders. 

Private shareholders can’t settle for this so easily, but the state can, provided it meets other policy objectives such as lower-cost banking services and easier pathways to home ownership for struggling families.

More Reading

Think of the government capitalising Kiwibank as capital investment in our national banking infrastructure. As with physical infrastructure, banking infrastructure makes our lives easier, lowering the barriers to economic activity.

On the balance sheet this probably means borrowing, which means a bit of debt servicing cost in the mix as well. Given the government can generally borrow more cheaply than the private sector, this doesn’t seem like a major barrier.

But there is a clear financial payoff to New Zealand families struggling with sizeable mortgage costs. It would reduce pressure on government too, which subsidises incomes through Working For Families and other income support measures.

Kiwibank was established in 2002 to prevent profits heading offshore to the Big Four Aussie-owned banks. Wouldn’t it be better if we ensured that all Kiwibank’s profits stay in New Zealanders’ pockets? 

Successful Case Studies of Partnership Opportunities

Partnerships and collaborations have consistently driven transformative business outcomes across industries. Successful case studies illustrate the potential of co-branded products, joint venture marketing, strategic alliances, and innovative technology partnerships to boost revenue, enhance brand awareness, and tap into new markets. From Apple and Nike's partnership to the co-branded rewards program between Starbucks and Spotify, these collaborations have yielded significant revenue growth and brand loyalty. By leveraging collective resources and specialized knowledge, companies can expand their reach, mitigate risks, and stay ahead of the curve. The most successful partnerships are those that align goals, share risks, and foster a collaborative mindset – and there's more to explore in the world of partnership opportunities.

Table of Contents

Co-Branded Product Success Stories

What sets co-branded products apart from other partnership ventures is their ability to drive significant revenue growth and brand awareness, as evidenced by numerous success stories across various industries. One notable example is the partnership between Apple and Nike, which led to the creation of the Apple Watch Nike+, a co-branded product that not only boosted sales but also helped Nike revive its brand image. This strategic partnership exemplifies the concept of brand revival through product fusion, where two iconic brands come together to create a unique product offering that resonates with customers.

Co-branded products also enable companies to tap into new markets and customer segments, thereby expanding their reach and influence. For instance, the partnership between Starbucks and Spotify led to the creation of a co-branded rewards program, which helped Starbucks increase customer engagement and loyalty. By leveraging each other's strengths, these brands were able to drive business growth and improve their bottom line. These success stories demonstrate the power of co-branded products in driving revenue growth, improving brand awareness, and fostering long-term partnerships.

Joint Venture Marketing Strategies

By leveraging the success of co-branded products, companies can further amplify their market impact through joint venture marketing strategies that synchronize their brand voices and optimize their marketing resources. This harmonization enables partners to create a unified market presence, increasing their collective influence and reach. To develop effective joint venture marketing strategies, companies must conduct thorough market research to identify opportunities, assess market trends, and define target audiences. This research provides valuable insights that inform marketing campaigns, confirming they resonate with the intended audience. In addition, a thorough risk assessment is vital to mitigate potential pitfalls and verify that marketing efforts align with each partner's goals and values. By adopting a strategic and analytical approach, companies can create joint venture marketing strategies that drive outcomes, increase brand awareness, and ultimately, boost revenue. By doing so, partners can capitalize on the strengths of each other's brands, creating a competitive advantage in the market.

Strategic Alliance for Growth

A strategic alliance for growth is a deliberate collaboration between two or more companies that leverages their complementary strengths, resources, and skills to achieve mutually beneficial objectives, driving accelerated growth and increased market share. This type of partnership enables companies to pool their specialized knowledge, share risks, and allocate resources more efficiently, ultimately leading to increased competitiveness and profitability. A successful strategic alliance is built on a foundation of cultural fit, where partners share similar values, visions, and goals. This alignment enables seamless collaboration, fosters trust, and facilitates effective decision-making. Risk sharing is a critical aspect of strategic alliances, as it allows partners to distribute risks and rewards, mitigating potential downsides and maximizing returns. By sharing risks, companies can undertake ambitious projects that might be unfeasible alone, further accelerating growth and expansion. When implemented correctly, strategic alliances can yield significant benefits, including increased market share, improved brand reputation, and enhanced customer satisfaction.

Innovative Technology Partnerships

In today's rapidly evolving digital landscape, innovative technology partnerships have emerged as a key driver of competitive advantage, enabling companies to harness cutting-edge solutions, stay ahead of the curve, and tap into new revenue streams. By collaborating with tech accelerators and digital incubators, businesses can access a pool of innovative talent, skills, and resources that would be difficult to replicate in-house. These partnerships enable companies to co-create tailored solutions, accelerate product development, and reduce time-to-market. In addition, they provide access to valuable networks, mentorship, and funding opportunities, facilitating scalability and growth. Successful technology partnerships can also drive cultural transformation, fostering a culture of innovation and entrepreneurship within the organization. By embracing these collaborative models, companies can stay agile, responsive, and competitive in an increasingly digital world. As a consequence, innovative technology partnerships have become a critical component of any forward-thinking business strategy, driving growth, innovation, and long-term success.

Cross-Promotional Campaigns That Worked

Cross-promotional campaigns have proven to be a highly effective way to amplify brand reach and drive engagement. By leveraging the strengths of multiple partners, these campaigns can create a synergistic effect that far surpasses individual efforts. Through strategic collaborations, companies can tap into new audiences, generate buzz, and ultimately drive conversions, making cross-promotional campaigns a valuable addition to any marketing strategy.

Social Media Synergy

By leveraging the strengths of multiple platforms, brands can create social media synergy that drives engagement, boosts brand awareness, and ultimately, yields tangible business outcomes. This is achieved through strategic cross-promotional campaigns that combine the unique strengths of each platform. For instance, a brand may use Instagram for visually-driven influencer outreach, Twitter for real-time community engagement, and Facebook for targeted advertising.

Here are some successful examples of social media synergy:

Joint Content Creation

Consistently, joint content creation has proven to be a highly effective strategy for amplifying brand messaging and driving business outcomes. By collaborating on content creation, partners can leverage each other's strengths, proficiency, and audiences to create engaging, high-quality content that resonates with a broader audience. A well-planned Content Calendar is vital to maintain consistency and coordination across channels and partners.

Moreover, joint content creation allows partners to tap into each other's Audience Insights, gaining a deeper understanding of their shared target audience and tailoring content to meet their specific needs and preferences. This co-created content can take many forms, including blog posts, videos, social media series, and more. By sharing the workload and proficiency, partners can create more thorough and compelling content that drives real achievements. Successful joint content creation campaigns have led to increased brand awareness, website traffic, and lead generation. By working together to create high-quality content, partners can achieve their business objectives more efficiently and effectively.

Co-Branded Events

Many successful partnerships have harnessed the power of co-branded events to expand their reach, build brand awareness, and drive business outcomes, with well-executed campaigns yielding significant increases in engagement, lead generation, and revenue growth. By bringing together complementary brands, co-branded events create unique opportunities for cross-promotion, fostering a sense of community and exclusivity among attendees. For instance, a fashion brand partnering with a luxury hotel to host an exclusive fashion show offers attendees exclusive access to a high-end experience, while generating buzz and driving sales for both brands. Similarly, a tech company co-hosting a conference with a leading industry publication can tap into a targeted audience, building thought leadership and generating quality leads. Effective co-branded events strategically align the strengths of each partner, creating a win-win scenario that drives tangible outcomes. By leveraging the collective resources and proficiency of each brand, co-branded events can become a powerful tool for community building, lead generation, and revenue growth.

Mutual Benefit Partnerships in Action

Synergistic collaborations, where both parties leverage each other's strengths to achieve shared objectives, exemplify the essence of mutual benefit partnerships in action. These partnerships thrive on a shared vision, where both entities align their goals and strategies to drive mutually beneficial outcomes. A collaborative mindset is vital, as it fosters open communication, trust, and a willingness to adapt to changing circumstances. By pooling their resources and knowledge, partners can accelerate innovation, improve efficiency, and reduce costs.

In practice, mutual benefit partnerships in action involve joint problem-solving, co-creation of new products or services, and shared risk-taking. They also enable partners to tap into each other's networks, expanding their reach and influence. To guarantee success, partners must establish clear responsibilities, obligations, and Key Performance Indicators (KPIs) to measure progress and outcomes. By doing so, they can create a win-win scenario that drives sustainable growth and profitability for all parties involved. Effective mutual benefit partnerships in action can become a key differentiator for organizations seeking to stay ahead in today's fast-paced business landscape.

Game-Changing Collaborations in Industry

Five pioneering industries – healthcare, finance, technology, energy, and manufacturing – have witnessed transformative growth and innovation through game-changing collaborations that have rewritten the rules of their respective sectors. These revolutionary partnerships have spawned industry revolutions, driving unprecedented growth, and disrupting traditional business models. By leveraging corporate synergies, companies have been able to pool their resources, specialized knowledge, and networks to create novel solutions, products, and services that have reshaped their industries.

In healthcare, collaborations have led to breakthroughs in medical research, while in finance, partnerships have enabled the development of innovative payment systems. Technology has seen the emergence of cutting-edge platforms and energy has witnessed the creation of sustainable energy solutions. Manufacturing has experienced a significant shift towards Industry 4.0, with the integration of AI, robotics, and IoT. These game-changing collaborations have not only driven business growth but have also created new markets, jobs, and opportunities. By harnessing the power of partnerships, companies have been able to stay ahead of the curve, driving innovation and progress in their respective industries.

Frequently Asked Questions

What are the key factors in evaluating potential partnership opportunities?.

When evaluating potential partnership opportunities, key factors include verifying Cultural Fit to guarantee shared values and goals, and Strategic Alignment to leverage complementary strengths, ultimately driving collaborative success and achieving desired outcomes.

How Do You Measure the Success of a Partnership Over Time?

To measure partnership success, establish clear partnership metrics aligned with long-term goals, tracking key performance indicators such as revenue growth, customer acquisition, and strategic alignment, to guarantee sustainable and mutually beneficial collaborations.

What Role Does Trust Play in Forming Successful Partnerships?

Trust is a foundational element in forming successful partnerships, serving as a Building Block for collaborative growth. A Loyalty Pledge, demonstrated through consistent actions and open communication, fosters a culture of reliability, ultimately driving mutual benefits and long-term success.

Can Partnerships Be Used to Mitigate Business Risks and Uncertainties?

Partnerships can effectively mitigate business risks and uncertainties by facilitating risk sharing and strategic synergy, enabling companies to pool resources, skills, and knowledge to navigate complex market dynamics and achieve shared objectives.

How Do You Handle Conflicts or Disputes Within a Partnership?

To handle conflicts or disputes within a partnership, it's crucial to establish a clear conflict resolution process, leveraging dispute mediation strategies to facilitate open communication, swift issue resolution, and mutually beneficial outcomes.

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