case study vs customer story

We recommend using case study templates to help turn your customer story into a coherent, well-organized publication.

2. Lightico: A1 Comms

3. Hourly.io: Izzy's Brooklyn Bagels

What do they all have in common? When you get to these landing pages, key details are immediately prominent: The issue the company was facing and/or the results they generated.

This is a great way to hook in the reader and get them interested to read on.

By showing the results, you highlight the benefits of using your brand. By emphasizing the problems, you can help prospects identify issues and understand why you’re the solution.

Both strategies can generate positive results, it’s just a matter of figuring out which method converts best with your audience.

How to Leverage Customer Success Story on Social Media

1. figure out which case studies will translate well..

The "right client" will vary from brand to brand.

Samuel Mironko , associate marketing manager on the HubSpot brand marketing team, says that this is what they look for: brand recognition, buzziness, and relationship.

The bigger the brand, the more buzz it can create to share its story. This doesn’t mean that you should only highlight stories from recognizable brands. However, it could be a way to prioritize them.

The second is buzziness – how much interest will this story generate? Is the brand in a booming industry? This is another plus for you.

Lastly, and perhaps the most important according to Mironko, is your relationship with the customer. Building a customer story requires a lot of collaboration between the two companies. If your relationship with the client isn’t solid, you may face several obstacles as you attempt to deliver the product.

"You get a better story knowing more about the customer. You know what questions to ask, how to guide the story, and more details," said Natalie Gullatt , marketing manager on the HubSpot customer marketing team. "The customer tends to trust you more if you have a relationship with them so it makes the process better for both parties."

To narrow down a list of options, you will likely need to work with customer advocacy and/or customer success teams at your company to connect you with the clients.

They can also offer some insight into the problems that the company faces and the issues they were able to solve with your product/service.

2. Write a script.

Once you narrow down your list, it’s time to write the script for your social media campaigns.

While you follow the same format as the case study, you have to adjust it for social media – taking only the key details that will help you tell a story in an engaging but concise way.

          View this post on Instagram                       A post shared by Hellopeter.com (@hellopeter_za)

Mironko says that this format works well for customer success stories because it tells a story. You leave knowing the problems the company faced before, how they attempted to solve the issue, their new experience, and how that has addressed their main pain points.

3. Get feedback from the client.

Once you have a draft, you’ll need to send it to the client for approval.

They may provide feedback on anything from the visual design to the way they’re portrayed.

We are delighted to launch our customer success story series with @GaryWidger , Head of Change at @mercuryeng - about how Mercury leveraged #nocode / #lowcode technology to connect their people through shared knowledge. Read more here: https://t.co/BDvRjRxVgd #innovation #tech pic.twitter.com/9qe7dmEART — Kianda (@KiandaBPM) March 30, 2021

Because this is a collaborative process, it’s essential that both parties are satisfied with the end result.

"Make sure to have the customers approve the drafts before publishing - that's so important," says Gullatt. "Customers may have to ask their marketing teams, legal teams before they say certain things publicly so you don't want to burn bridges."

This is why having a good relationship with the customer is key – this will make addressing issues with the content so much easier.

Gullatt adds that flexibility is key. 

"Be flexible even when it's inconvenient because customers doing stories is a favor to you and your organization," she says. "Making it easy for them and being patient goes a long way."

4. Post and measure success.

Once the content is finally ready and published on social media, you’ll want to track its success.

How are people responding? Are they engaging with the content? Did it help you generate more leads?

Establishing KPIs before publishing on social media allows you to gauge your success accurately. From there, you can review the data to assess improvements for future success story campaigns.

Case studies work to showcase a company's function to the fullest degree. They represent the facts of what happened, who was involved, and what the outcome was.

The main goal of a case study is to earn prospective customers' trust and motivate them to choose you over your competitors.

Turning a case study into a customer success story is done through a meticulous and investigative process.

Now that you have everything you need to get started, design a visually appealing piece of content that gives the reader more than just words, but sparks their imagination of what it would be like to work with your company. They'll want to reap the benefits of your services — and may even become the star of your next customer success story.

Editor's Note: This post was originally published in Oct. 2020 and has been updated for comprehensiveness.

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What Is a Case Study & Customer Success Story?

Learn the definition of a business case study, its meaning, benefits & use in marketing. Get best methods to research, write & design business case studies.

Dominika Krukowska

10 minute read

Short answer

What is a business case study.

A case study, also called customer success story, is a product marketing document used to show how your clients solved a business problem with the aid of your product or service. Case studies include statistics, quotes, and concrete examples with the goal of credibly demonstrating your capability to deliver results.

Bad case studies are not just ineffective - they lead to lost sales

A poorly done business case study can be a real bottleneck in your marketing funnel.

Sure, you have to have them; they're a non-negotiable part of the buying process. But if they're not compelling, you might as well not waste your time on it.

It’s bad enough that it’s hard to make a case study that gets results. But making a weak case study can actually cause you to look less attractive than the competition and cost you leads and sales.

Sometimes more is less.

This post is your roadmap to transforming your case studies from forgettable fillers to customer magnets. And ultimately, turning more prospects into customers.

Let's jump in!

What are the benefits of case studies in business and marketing?

Case studies are an essential part of any well-oiled marketing engine. They demonstrate real-life applications, showcase your unique value, build trust, address concerns, and connect with your audience.

Let’s get a bit into detail.

Demonstrating real-life applications: Business case studies show your product or service in action, offering a peek into how it can be used in real-world situations. It's like offering a test drive before asking customers to commit.

Showing your unique value: Customer success stories let your product or service shine. They illustrate exactly what you bring to the table and why customers should choose you over anyone else.

Building trust: Think of business case studies as your brand's personal advocate. They show how you've helped others succeed, which makes potential customers more likely to trust you with their business.

Easing concerns and objections: Got customers sitting on the fence? Business case studies can gently nudge them towards you by addressing common doubts or worries. It's about showing potential customers that you can deliver what they need.

Connecting with your audience: A good business case study is like a mirror—your potential customers should be able to see themselves in it. It's all about tapping into their hopes, their worries, and their needs.

What to include in a case study?

A successful business case study is the product of a strategic blend of essential components. Each one carries its weight, shaping a narrative that is both engaging and impactful.

Introduction: Set the stage with a one-liner summarizing your unique value proposition. Tailor it to grab your readers' attention and pique their curiosity.

Company overview: Give your audience a snapshot of your customer's business, helping them understand who they are and what they do.

The problem/challenge: Dive into the nitty-gritty of the issue your customer was facing (from their perspective), making it relatable to your audience.

Your solution: Detail how your product or service swooped in as the game-changing solution, addressing the customer's problem.

Results: Showcase the impressive outcome of your solution, demonstrating tangible success that can't be ignored. Back it up with relevant data and metrics.

Customer quotes/testimonials: Add authenticity and credibility to your case study with direct quotes from the customer who experienced the transformation first-hand.

Next steps: Conclude with a call to action, guiding the reader on what to do next, whether it's contacting your company or booking a product demo.

Here's an example of a case study designed according to this structure:

UX Case study

This template for case studies in UX and UI comes with tons of space for text and many visual elements such as charts, timelines, or graphs. This one is perfect for those case studies in which you need to explain the process in greater detail.

What makes a good case study?

A good case study follows a story format of problem-solution-impact. It includes key details of the client’s problem, how they solved it with the help of your product, and the impact it brought them.

8 critical components of a successful case study:

• Talking from the client’s perspective
• Addressing well-defined business problem
• Telling the WHY, not just the WHAT and the HOW
• Giving concrete example
• Backing the story with statistics and facts
• Weaving quotes and testimonials into the story
• Making the content interactive
• Including a call to action

In principle, a top-tier business case study is more than a testimonial.

Think of it as a blockbuster movie, where your customer is the hero Luke Skywalker, the problem is the looming death star, and your solution is the trusted guide Obi-Wan Kenobi.

This gives readers an engaging narrative that not only captures interest but also propels action.

Now let's take a look behind-the-scenes. at the key elements that make a good business case study.

1. Story from the client’s perspective

The key to a captivating case study lies in whose story you're telling. Let your customer be the hero, not your product or service. By focusing on their journey, you'll create a narrative that resonates with your audience, making them more invested in the outcome.

A great example is Adobe’s case study with Under Armour :

In this case study, Adobe tells the story of how Under Armour used Adobe Experience Manager Assets to streamline and enhance their creative asset management. The case study is presented from Under Armour's point of view, providing a customer-centric perspective.

2. Common but well-defined business problem

The best case studies revolve around relatable, well-articulated problems. The issue should be common enough for your audience to identify with, yet specific enough to avoid being generic.

Shoot for the sweet spot that makes a specific segment of your prospective clients say, "That sounds like us!"

A great example is Slack’s case study with HubSpot :

HubSpot, a well-known inbound marketing , sales, and service software provider, grappled with the challenge of maintaining internal communication and collaboration across a rapidly expanding global team.

This case study by Slack outlines how they addressed HubSpot's problem - a common issue faced by many growing businesses.

3. Tell the WHY, not just the WHAT and the HOW

The magic of a compelling case study lies in the mystery of 'why' your solution works. It's crucial to share what happened and how, but digging into the reasons behind the decisions and outcomes adds mystery to your story and keeps your audience intrigued.

An example of this is Marketo’s case study with Panasonic :

In this business case study, Marketo digs into why Panasonic decided to implement a new marketing automation solution.

The case study doesn't just focus on the solutions Marketo provided, but also highlights the reasons behind Panasonic's decision, adding depth to the narrative.

4. Concrete examples

Details make your case study relatable and tangible. Incorporate specifics - who did what , when , where , and how . These concrete examples help your audience visualize the scenario, making your narrative more compelling and memorable.

Zendesk's case study with LendingClub presents concrete examples:

It follows how LendingClub used Zendesk's customer service software to improve their customer support operations.

The case study offers a clear narrative about the problems LendingClub faced, the solutions provided by Zendesk, and the impact these solutions had on LendingClub's business.

Numbers lend authority and credibility that words often cannot. They provide concrete evidence of your solution's impact, creating a stronger case for your product or service.

But remember, these stats should be significant, reliable, and, most importantly, show real impact on your customer’s bottom line.

Here's an example of a great animated numbers slide:

6. Quotes and testimonials

There's nothing like a testimonial from a happy customer to boost your credibility. Direct quotes add a personal touch and authenticity to your case study, making it more believable and trustworthy.

Here’s a great testimonial example from Hotjar:

7. Interactive design

Incorporating interactive design elements will make your case studies stand out, but more importantly, drive high-engagement.

Use eye-catching graphics, use clickable elements like tabs, videos, and menus, include live graphs, animated flipbooks , and so on. Use these elements tactically in order to break up your text into digestible chunks and make your content easier to read and to navigate.

Here’s an example of an interactive business case study:

Marketing case study

White glove delivery with a focus on process optimization explained by a compelling story.

8. Call to action

A good case study doesn't just end; it leads your reader to the next step. Be it trying your product, booking a demo, getting in touch with your team, or reading another case study - your call to action should be clear, compelling, and easy to follow.

Here’s what a clear, singular call to action should look like:

If you want to learn more practical tips, check out our post on how to create a business case study that converts .

How to use a case study in business and marketing?

Often underestimated and underused , business case studies have the power to leverage real-life narratives to shape opinions, influence decision-making, and ultimately, drive conversions.

Let me show you how you can use that power to your advantage.

1. Used as sales collateral

In the world of sales, your case study can be the difference between a polite “we’ll consider it” and a bought-in “show me how it works!”

Picture this: you're reaching out to potential clients, and you slip in a case study showcasing how you've helped a similar business overcome a common hurdle. It's not just a pitch, it's proof you can do it.

But the magic doesn't stop there. Weave these real-life success stories into your sales presentations , and watch as they accelerate your pipeline.

They provide tangible evidence of your value proposition, helping you remove objections, demonstrate value, and differentiate yourself in a crowded market.

2. Used as marketing collateral

I) Use on your website:

On the marketing front, case studies can significantly boost your self-serve conversion rate . By featuring them on your website, you're offering visitors a peek into your track record of success - letting them feel like they're missing out.

II) Add to brochures and product catalogs:

Just sprinkle in a few case studies, and you've just added an extra layer of credibility.

III) Leverage social media:

Share your case studies on platforms like LinkedIn, Facebook, or Twitter, to promote your business; and start a conversation around your brand.

IV) Include in PPC campaigns on Google AdWords:

Add case studies as site links to give potential customers another reason to click. It's like saying, "Don't just take our word for it, see how we've helped businesses like yours."

Here’s an example of what it looks like:

Obstacles for creating business case studies & how to overcome them

Creating captivating business case studies is essential, but let's be real: it's not a walk in the park.

So let's buckle up and navigate the most common roadblocks and learn how to steer around them.

Hurdle 1: Spotting the right stories feels like finding a needle in a haystack.

Hold on there! Locating customers ready to share their success tales might seem daunting, but it's not mission impossible. Here's the deal: people love to share success.

How to get clients to share their success stories

Collaborate with your customer success team to identify delighted or triumphant clients

Seek out customers who are scoring high with a good NPS score

Team up with sales to single out recent renewals or upsells

Engage with super active customers on social media

Ask your team during meetings about any standout customers

Reach out to customers who have spoken at your events

Connect with Customer Advisory Board members

Do this and you're bound to uncover some star storytellers.

Hurdle 2: Customers might not want to get involved.

Let's flip the script! Instead of begging for a favor, portray this as an opportunity for customers to amplify their industry status.

Make it a hassle-free and rewarding experience for them. Provide data, draft points for discussion, and be their cheerleader throughout the journey.

Remember, appreciation is infectious. A heartfelt thank you can turn a one-time participant into a long-term advocate.

Hurdle 3: It’s a mammoth task.

Creating business case studies can feel like a marathon, particularly when you're juggling multiple roles.

Delegating the task to an experienced industry writer can save your team a ton of time and energy. You might find the right person within your network, or you might need to explore industry-specific job boards.

Creating a structured timeline and using a shared tool can help keep everyone on track and in the loop.

Here's how to streamline the process of creating a case study:

Extend an invitation to the potential customer

Connect them with the lead writer

Conduct an internal review of the first draft before sending it to the customer

Incorporate their feedback into the second draft

Get final approval for the final draft

Publish and promote your case study!

How to design a business case study?

Your case study design supports the text like your body language supports what you’re saying when you talk. It adds that extra layer of emotional meaning you can't quite put into words.

Luckily, even if you're not a design expert, there are tools to help you add that extra emotional depth to your content. Let’s review a few tools that help you design your case study.

Design using a website builder

If you’d prefer to get hands-on with your design, website builders like Wix or Squarespace offer a versatile platform for creating a business case study from scratch.

They provide a blank canvas and a wealth of design elements, giving you the liberty to choose each piece and place it just where you want it.

It takes time and a keen eye for design to make all the elements come together seamlessly, but the end result can be rewarding.

Design using a case study maker

A case study maker gives you pre-set elements ready for use. All you need to do is drop in your content, and the tool takes care of the aesthetics and user experience.

It's a much more efficient way to create a case study with all its unique building blocks than using a website builder.

We know, since we see how fast our users create astounding case studies using our own case study creator. Try for yourself .

Don’t design - use a template

Templates provide an immediate and easy to work with structure for your design and content.

But beyond that, our gallery of interactive case study templates gives you time-tested designs we know have high-engagement and killer conversion (based on more than 100K reading sessions we’ve analyzed).

Grab a template - and you can skip the long design process, save time, money and frustration, and simply start creating.

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

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Stories vs Case Studies? The Top Difference is the Focus

Stories vs Case Studies? The Top Difference is the Focus  – In a 2008 article, Ardath Albee writes about the difference between case studies and customer stories .

According to her the difference between stories vs case studies is in both perspective and emotional impact:

A case study gets into the nitty gritty details and the measurement of successful outcomes, which is fine and well and has its place. But what about the emotional impact? Regardless of the complexity of purchase, there’s always a degree of emotion involved.

Those who play a more granular comparison game, like Ben Olivieri in his LinkedIn post about customer stories and case studies , would argue that it’s very easy to recognise a case study from a story:

Each [case study] contains the key ingredients: (1) A recognizable customer name (2) A quantifiable metric (3) A reference to the product or company

If you look at the majority of today’s case studies, these are generally structured in three main areas:

• The problem
• The challenge
• The solution

They also often include a testimonial from the client, who is always very happy about the final result.

If you are a fan of TED Talks or Simon Sinek or both, then you most likely have already watched the famous video ‘ How great leaders inspire action ‘.

By now you know that everything starts with a Why:

people don’t buy what you do, they buy why you do it.

What is the why of a case study then?

According to Ed Shelley from ChartMogul in this article on Crazyegg.com, this is why we do case studies :

To demonstrate the business value of our product with a concrete example To show that high-value customers trust our product To build hype and FOMO around our product (“These guys are using it… why aren’t we?”) To act as a form of social proof, and inspire confidence in the buyer

By now you might have guessed where I am going with this, but first let me say one thing.

There is nothing wrong with case studies. You should keep creating them as long as you are clear that the focus is on yourself, your company, products or services.

Stories vs Case Studies: the Difference is in the Focus

A story instead, whether successful or not, flips the script and focuses on the other person, the one that most likely paid you to do the job, the person that co-created with you her experience through your products or services.

A story will go beyond the numbers or any quantifiable metric and will tell why a person, one day, decided to launch a business.

It will tell why a human being, one day, decided to connect with you and co-create something together.

Whether the final result is good or not, a story will tell about the experience that that person had with you and your company.

In the end, it will still be about you and your company, but the focus or perspective will be extremely different and will make all the difference in the world.

It’s up to you to decide between stories vs case studies but as a member of the H2H, Human-to-Human marketing movement, you already know where your focus should be.

Pasquale Mellone

Pasquale is Founder at Increasily.com, a H2H marketing agency based in Dublin, Ireland, and owner at print-on-demand ecommerce Mintycase.com. Pasquale has worked in Digital Marketing and Account Management since 2004. He currently lives in Dublin with his wife, stepdaughter and cat.

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Case Studies vs. Customer Stories: Which Should You Choose?

Marketing is all about storytelling. But which approach should you use? Case studies or customer stories? Like most things in marketing , it depends! So let's compare: 

📌 Case Studies: Think of these as detailed blueprints of your wins. The client's problem, the solution, and the results matter most. Ideal for industries where data and analytics reign supreme, case studies showcase your expertise and effectiveness. Use them when you want to breakdown project details and results to provide concrete evidence of your capabilities. 

📌 Customer Stories: These are the heart and soul of your brand's journey. They share the obstacles clients overcame, the personal connections they made, and the transformations they experienced. Customer stories build trust and relatability, which helps you engage with potential clients more deeply. Use them when you want to create emotional connections and showcase the human impact of your work.

TLDR: If you're targeting data-driven decision-makers, opt for case studies. If you want to connect with your audience emotionally, try customer stories. 

Need help with a case study or customer story? Let’s work together ! 

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Customer case studies: how to capture and tell a customer story.

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Chad is the VP of Marketing and Communications at  JotForm , a leading software for creating and publishing online forms. 

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

It’s the truth. 

Our customers are scrappy entrepreneurs following their dreams. They’re nonprofits making a difference in their communities. They’re universities educating the next generation of difference-makers. 

Our company gives them a tool to create online forms. It’s important, sure, but objectively less interesting on the surface. 

That’s why developing customer case studies is so crucial to our marketing and communications efforts. We get to be woven into their success stories. The narrative changes from explaining how to use our product to telling a great story about an interesting brand that happens to use our product. 

Here are some ways to perfect the ultimate customer case study for your brand. 

1. Cherry-pick really good customers to participate.

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Your best customers are likely to want to be a part of a case study with no reciprocity. They’re your advocates, your brand ambassadors. They believe in what you do and want to help more people discover your company. 

You’ll know who they are by the way they respond when you reach out. They’ll say things like “I’d love to participate. You save me so much time!” 

Discovering them might take a little bit of work. If you have a customer service team, they’ll be a valuable resource since they regularly receive product feedback. Once you land on a winning customer, find a way to capture their enthusiasm and share it with your audience. 

2. Create videos.

You can do case studies a number of ways, but nothing beats a video. If your customer is passionate about what you do, it’ll show in a video. And that’s priceless for your brand. 

At JotForm, we want a customer to meet one of three criteria before we commit to featuring them in a case study video. The brand should be visually captivating, should use our software in a way that we specifically want to highlight or should be such a large brand that we’d feature it regardless of how our software is used. Sometimes we get a mix of the above, which is always great. 

When it comes to interviewing your customers for a video case study, be sure to ask open-ended questions that get them talking casually. A journalism professor of mine gave me good advice that applies to interviews for case studies as well: Ask basic questions. Ask your customers questions you already know the answer to in order to get them speaking freely. 

Asking a customer to be in a video is a big ask. It requires them to step away from their day jobs to be interviewed. So be prepared to offer them some sort of incentive. In our case, we typically offer to share all of the b-roll we take of their office to use in their own promotional materials. That tends to do the trick. 

3. Use statistics to illustrate their success.

Customers won’t always have the hard numbers for how many hours, dollars or headaches you save them. But if they do, use them. Then turn those numbers into graphics that you can use in testimonial videos, social media graphics, blog posts and other mediums. 

Your potential customers make purchasing decisions based on numbers, so having them handy will make the choice much clearer. 

4. Pitch targeted publications. 

Customer stories aren’t just compelling to your prospective customers; they’re interesting to reporters as well. 

It’s never a bad idea to tell your customer success story to the media, especially when it aligns neatly with their readership. We’ve even had a little luck getting new product announcements into the media by way of customer stories. The publications sometimes want to interview the customer on their own, so make sure you check with your case study subjects early on to see if they’d also be willing to speak to reporters about their experience using your product. 

5. Plan to retell their story in future content. 

Customer case studies are evergreen content. There’s no expiration date. Two years after producing a great customer story, it’s still going to be useful to your marketing efforts. Find ways to share existing case studies on a recurring basis on social media, and inject links to case studies in new blog posts. Find different mediums, such as infographics or landing pages, to tell the stories in a different way. 

Case studies are something we’ve devoted a lot of resources to doing well. We hired a full-time videographer and, to date, have produced more than 25 customer case study videos, in addition to countless other videos for our blog. 

They have helped us attract more customers and get valuable press coverage, and they have even been a big morale booster for our employees, who get to see real-life examples of companies using the products they create. 

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Ready to elevate your B2B brand? TopRank Marketing drives results with content, influencer, SEO & social media marketing.

It’s a content marketing quandary: case studies are widely considered the most effective and impactful B2B content format, but very few of them are actually all that good.

When you are able to share a true story of your product or service making a difference for real customers, that can be an incredibly powerful tool for validating your brand in the eyes of prospects and leads. The hurdle: getting people to want to read case studies, or to even find them in the first place.

One of the top content-related questions our agency hears from B2B companies is: How can we do case studies better? Many are not seeing the results they would like, while recognizing that this content is in-demand and highly influential for buyers. 

So our team has put a great deal of thought and energy into elevating the marketing case study, developing a refined set of best practices based on industry insights and our own experiences with clients. Read on for a rundown on our approach and process.

Marketing case studies get results

In Content Marketing Institute’s latest benchmarking research , case studies were tied with videos as the type of content producing the best results for B2B marketers. It makes sense that brands are able to attribute a lot of lower-funnel impact to case studies because they’re often leveraged later in the buyer journey, when decision-makers are evaluating a vendor’s capabilities in the consideration phase.

Case studies serve as excellent stepping stones for interested customers, which is why they are frequently used as CTAs in upper-funnel content. Once someone has learned about a topic related to your solutions, they can learn how you do it, lending credibility.

Demand Gen Report’s 2023 Content Preferences Survey found that case studies are far-and-away the content format that buyers find most appealing at the middle stage of their journeys . (It was also fourth-highest for the final stage, after demos, user reviews, and ROI calculators.)

Case studies are extremely valuable in marketing. That statement is intuitive enough on its own, and well supported by data. So how can you do them better?

Where many case studies miss the mark

A big problem with case studies is found in the name itself. The term “case study,” which has become popularized in business, originated with applications in scientific research, so it’s no surprise these retrospective examinations can often feel a bit stuffy and academic.

Producing a dry “just-the-facts” case study might help a decision-maker check boxes for capabilities and verify your organization’s track record, but it’s probably not going to captivate them or inspire them. 

The other common issue with case studies is that they tend to be highly self-serving, and as any content marketer knows, that’s not a recipe for success. Given their purpose, it’s fair to say case studies are inherently self-serving in a way, but there are key differences in framing that can make the content more engaging and valuable for readers.

Over the years, many companies have come to refer to case studies as “customer stories” or “customer success stories.” This phrasing gets at the right mindset: telling a compelling story, and putting the subject at the center. Brands have an opportunity to lean into this mindset even more.

Let’s explore some case study tactics and techniques in depth.

Best practices for customer-centric marketing case studies 

There’s no need to reinvent the wheel in terms of structure. Generally speaking, a case study will include most or all of these basic elements , which marketers and customers have come to expect:

• Title: Brief descriptor of the story and result
• Summary: Quick overview with key details for execs
• Challenge: What problem was solved?
• Solution: How was the problem solved?
• Results: What impact was seen?
• Quotes: Direct insight from customer
• Statistics: Evidence of success

At TopRank, the question we like to ask is, how can we elevate each of these elements for greater impact? How can we make every part of the case study more resonant, relevant and memorable for readers? Think holistically about the various components in applying these best practices.

Make the customer the hero. (Really.)

Many marketers seem to have this aspiration, but I must say that I often find the follow-through to be lacking. So many case studies I read from brands are framed as “ Our product did this” or “ Our service did that.” I understand why. Case studies need to showcase what the solution can do.

But the best case studies I’ve come across truly celebrate the companies whose results are being spotlighted. These customer stories break down the smart strategies and talented execution that led to overcoming a challenge at hand. It’s more “ Their team did this (and our product helped)” or “ Their company achieved this (and our service played a role).”

In this approach, the subject of the case study is the star of the show, and your brand is a supporting actor. That might feel counterintuitive in some respects, but when deftly crafted, the content will still establish your solution as essential in this success story, and the reader will be better able to recognize its impact through the customer’s eyes.

Imagining case studies as co-branded assets

Another big benefit of creating truly customer-centered case studies is that they also can become a case study for the company you are profiling . After all, you’re highlighting what they accomplished, how skilled their team is, how innovative their usage of your solution.

This flattering focus makes people within the featured company more likely to proactively share the case study in their own circles out of pride and excitement – precisely the kind of authentic reach brands should be aiming to achieve.

Tell an emotionally resonant story

Purchase decisions are made emotionally. A study by CEB and Google famously illustrated that emotional connection is more likely to differentiate a B2B brand in the eyes of buyers than distinguishing features or functionalities. Those things matter, of course, but they shouldn’t be driving the narrative of your case study.

As Stephen Cheliotis wrote in an article for the Association of National Advertisers : “While practical considerations are vital in B2B purchases – you wouldn’t buy an IT system with flimsy security or hire a security firm with a questionable track record – the choice isn’t simply a binary one between rationality and emotion. It’s about combining the two, presenting the tangible benefits of your brand in a way that also elicits an emotional response to drive mental market share and greater impact.”

Aim to make your case study bring through the emotions of the people involved: the frustration of the previous situation, the relief of a smooth implementation, the triumph of a turnaround in results.

Build content repurposing and promotion into your campaign plan

Too many marketing case studies are sitting in difficult-to-find sections of company websites, largely unpromoted and unnoticed. It’s a shame! Developing a promotional strategy in the early stage of your case study campaign will help ensure it gets the most reach and  engagement possible.

Here are some tips for maximizing impact:

• Consider SEO best practices in naming, designing and publishing your case study. People might not be likely to search for “How [client] got results with [company]’s product”; but they might search for something like “financial software implementation example.” Google rewards authentic content reflecting real-life experience and expertise, meaning these true stories have powerful ranking potential.
• Repurpose the content to share in various ways. Once you’ve drafted the case study, you can efficiently create different forms of content to help people find or use it. These might include infographics, sales presentations, social media slideshows, and more.
• Make case studies easy to find contextually. As mentioned above, case studies make for great mid-funnel content, so be intentional about helping users find them along their journey. Add links to specific case studies as CTAs in upper-funnel content where the example is pertinent. 

Bring your customer stories to life

Don’t let one of the most powerful content formats in your B2B arsenal be an afterthought. Taking steps to make your case studies more customer-centered, emotionally resonant, and easy to find can make a huge difference in the success of your B2B content marketing strategy. 

Ready to work with an experienced partner to elevate your case studies? Learn about TopRank Marketing’s content services .

Nick Nelson is our friendly neighborhood writer-man. As the Associate Content Director at TopRank Marketing, he is on a mission to energize brand narratives with smart, fun, sharp wordplay. In his free time, Nick enjoys basking in the misery of Minnesota sports fandom, making cringeworthy puns, and smothering all types of food in buffalo sauce.

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Customer Story

• Written By Gregg Rosenzweig
• Updated: August 27, 2024

We’re here to help you choose the most appropriate content types to fulfill your content strategy. In this series, we’re breaking down the most popular content types to their most basic fundamentals — simple definitions, clarity on formats, and plenty of examples — so you can start with a solid foundation.

What is a customer story?

A customer story is an engaging article integrating testimonial quotes from a happy client or customer praising the work completed together. (*To be used only with expressed permission.)

Different types of customer stories include…

Various ways of presenting client testimonials, customer interviews, use cases, or case studies by detailing the story of a problem/solution given a collaboration of sorts.

Many customer stories might follow the standard “Challenges. Solutions. Results.” format.

The long and short of it

Lengths vary given the customer or client’s willingness (and availability). But generally speaking, the amount of praise they’re willing to give ultimately informs the length of the story.

A general guide to customer story length:

• Short Form (250 words):  A testimonial quote or a quote couched in a contextual statement.
• Standard (500 words):  A longer testimonial quote (or quote excerpts) couched in a longer contextual statement.
• Long Form (1,000+ words):  A longer-form article broken into sections that gives further insight into a problem and solution solved by the company for the customer or client.

What can a customer story do for a business?

Whether it’s a five-star review on Amazon or Yelp, having the people who’ve used your business sing your praises is always good. A customer story (with positive insight) offers credibility and immediate relevance to a business as they shine a light on a collaboration that worked — yielding positive upticks in sales and/or benefits from a specific relationship.

Businesses that benefit from customer stories…

Anyone can benefit from a customer story that showers a business with praise. Especially when the customer story is strategically placed on a company site or social channels as content… and as a way of getting the word out to new prospects who can envision their own relationship.

Popular use cases to consider…

When our team decided to build a section dedicated to Customer Stories on the ClearVoice website, many satisfied clients, fortunately, came out of the woodwork to offer time up for interviews. The section is now a highly trafficked adjunct connecting to our home page.

Here’s what generally goes into a customer story:

• Testimonial quotes:  From CEOs, CMOs, and other C-suite executives invested in the success of a relationship. The quickest and simplest ask is for a single quote.
• Case studies:  A more traditional approach, case studies often break down into sections how a problem was identified, tackled, and solved by the company posting it — with permission from the client or customer. Quotes from both sides can be used.
• Stakeholder interviews:  More Q & A-focused with the company asking questions of a key client stakeholder, who talks about the experience and results from the working relationship.

Customer story examples – short form

Customer story examples – standard form

Customer story examples – long-form

Understanding content quality in examples

Our team has rated content type examples in three degrees of quality ( Good, Better, Best ) to help you better gauge resources needed for your content plan. In general, the degrees of content quality correspond to our three content levels ( General, Qualified, Expert ) based on the criteria below. Please consider there are multiple variables that could determine the cost, completion time, or content level for any content piece with a perceived degree of quality.

More content types with examples:

• What Is an Article?
• What Is an eBook?
• What Is a White Paper?
• What Is Email Content?
• What Is a Product Description?
• What Is an Infographic?
• What Is a Presentation?
• What Is a Motion Graphic?
• What Is an Animated Video?

Need help creating customer stories for your business? Our expert writers can handle everything for you, from interviewing customers and gathering testimonials to crafting an engaging story. Talk to a content specialist today to get started.

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If you live for an editorial calendar, love writing clean copy and want to keep a pulse on the world of content marketing, here’s what you’ll find in this weekly(ish) newsletter.

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• Case Studies

I Wrote 100 Case Studies — A 6-Step Guide for Telling Compelling Customer Stories

As many of you know, Muck Rack was my first-ever client , and I’m coming up on a big milestone with the company: I’ve spearheaded 100 case studies over the past five years.

Back in 2016, Muck Rack , the leading Public Relations Management (PRM) software, had a couple of case studies on hand, which served as crucial sales vehicles.

Although those case studies were useful, they weren’t enough. The sales team often approached the marketing team to see if they had any clients in X industry or Y niche or from a Z -sized company. That’s because prospective clients wanted to talk to similar customers to get a feel for how they’re using Muck Rack to hit their PR goals.

Enter: JL&Co. My goal for the past five-plus years has been to help Muck Rack build a robust library of case studies ranging from big companies like Taco Bell and Verizon to PR agencies, hospitals, universities and more.

What is a case study?

Case studies, or customer stories, are basically success stories, so potential clients or customers can see how a product or service works “in the wild.”

Case studies give you the chance to tap into your brand’s super fans and ask them to share with the world why they love working with you, your product or your service.

Case studies are an important part of the content puzzle — and they can be used in a number of ways:

• Sales rep sends a case study directly to a prospect
• Available for download on your website
• Placed in an email marketing funnel
• Video testimonial
• Social media content
• Blog content

And for a writer or content creator who knows what they’re doing, conducting case study interviews and writing case studies for your clients can also be quite lucrative.

Writing a case study: A step-by-step process

I’ve learned a lot through this experience building a case study program from the ground up, so I wanted to share my step-by-step process, plus some big takeaways that could make writing case studies a whole lot easier for you.

Step 1: Identify your subject

When it comes to identifying who should be featured in a case study, I lean on my client’s sales and customer success teams. Both of these teams work directly with customers, so they can identity:

• What type of case study could benefit them (e.g. a large PR agency wants to see how other large agencies use Muck Rack), and
• Companies that use Muck Rack to achieve — and exceed — their unique PR goals

We use a spreadsheet to track what case studies we’ve done. These are broken into categories ranging from specific features companies use to industry and company size.

Step 2: Prepare for the interview

Preparing for the interview is key!

After I schedule the interview, I send the customer about 10 questions via email. This gives them time to think about specific examples and success stories they can highlight in the interview. 

I don’t recommend more than about 10 questions because you don’t want to overwhelm the interview subject — you can always ask follow-up questions along the way.

A few examples of questions I ask include:

• How did you track your team’s journalist relationship history and contact information before using Muck Rack?
• What types of goals or tasks are you using Muck Rack to accomplish?
• What would your job be like if you didn’t have Muck Rack?

My overall goal in the interview is to understand how Muck Rack has improved the team’s performance, collecting specific examples of how they use features along the way. I also keep the questions open-ended, which gives me some really good soundbites I can highlight.

Step 3: Interview time!

Before Zoom became a thing, I conducted these interviews over the phone and took shorthand notes. Let me tell you: This was a huge mistake.

As soon as Zoom became popular, I made the switch. I could easily record my conversations, which allowed me to more actively listen and ask strong follow-up questions. Not to mention, I could nail exact quotes.

Before you start your interview, be sure to ask your subject for permission to record for transcription purposes. I’ve never had anyone say “no” — it’s just a nice courtesy.

Here are a few other tips to keep in mind as you dive into the interview:

• Save room for silence. Sure, it can be a little awkward, but if a customer gives a short answer, I’ll wait a beat before jumping over to the next question. They may be thinking or something might come to mind they hadn’t yet considered. 
• Ask follow-up questions . You don’t have to stick to the script of questions you provided the client. If you want more details, ask follow-up questions and let the interview wander a little. I always try to ask questions that’ll give me specific numbers. For example, if they say Muck Rack saves them time, I’d ask: How much time do you think you’ve saved each week? When you go to write your case study, this will show the value of your product or service.
• Always ask this final question : “Is there anything I haven’t asked that you think would be important to include?” Usually, this question prompts the client to say something really nice about Muck Rack. These are usually the best sound bites.

Finally, once your interview is over, I strongly recommend transcribing it. You can save a lot of time using a transcription service like Otter.ai . It costs me about $100 a year, but in my opinion, it’s totally worth it.

Step 4: Outline your case study

I’ve developed two templates Muck Rack uses for case studies. It took a bit of finagling to get these super solid, but now that we have them, it saves us a lot of time.

The first format highlights major Muck Rack features and shows how the company or person uses these features. We then cap the case study off with a fast questions section. The Motley Fool case study is a good example of this formatting.

The second format highlights life before and after Muck Rack, and we wrap it up with fast questions. The Personal Capital case study is a solid example of this format.

It’s worth noting a case study doesn’t have to be a 10-page PDF. I love Muck Rack’s case studies because they’re short but impactful. We keep the layout visual with lots of white space and bite-sized information. We keep our audience in mind: PR pros are busy, so we want to make sure they can skim these and pick up the big highlights in little time.

For visual elements, we always ask the customer to send over a headshot and logo.

Step 5: Get to writing

You’ll notice Muck Rack’s case studies are written in first person — from the perspective of the customer. This was a deliberate decision because customers want to hear directly from other customers — they don’t want to hear Muck Rack toot its own horn.

As I write case studies, I also keep these tips in mind:

• If you’re writing in first-person (from the perspective of the customer), embrace the “voice” that comes out in the interview. If a subject is super formal, follow the lead. If they’ve got a silly side and enjoy a pun or two — great!
• Highlight specific examples and numbers to help potential customers understand the value of your product or service.
• Write for your audience. At Muck Rack, we knew PR pros didn’t have time to scroll through pages and pages of information, so we chose to keep case studies as concise as possible.

I also always link back to the customer’s site as a courtesy — it’s a good service for your reader, and the customer will love the exposure and SEO link juice.

Step 6: Send over for customer review before publication

Here’s my final step before a case study goes live: I send it to the customer to review. This is a super important step in the process because I want the customer to feel comfortable with what they said. Usually, there aren’t any big requests, but I like to know they’re happy with the final product. Plus, bonus points if they love it so much they share it on their social profiles.

Once the case study goes live, it’s shared with the sales team so they know a new case study is available to share with prospective clients, and it also gets published to the Muck Rack blog and social channels.

If you want to see more of the Muck Rack case studies me and my team have worked on, feel free to take a look through the archives .

Want to learn more about case studies and JL&Co’s client projects? You can keep tabs on me by  signing up for my content newsletter . Every two weeks, I’ll give you the lowdown on what I’ve been up to and share some of my favorite articles, resources and gigs in the content world.

Meet Jessica

I live by the saying “Life begins at the end of your comfort zone” and help others do the same to reach their biggest, brightest goals. Read my story here.

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Case Studies vs. Customer Stories

Topics: Customer Evidence

There are case studies and there are customer stories. You’d think it’s a similar concept with different names. But what if it’s not?

Nowadays, our email runs on subscription, our CRM is a subscription, and even our office supplies might be on subscription.

So when you subscribe to a (software as a) service, you need to know that you can trust the company, that they’re stable and can offer business continuity in case of emergencies; that they’ll support you through issues that may arise and will improve - or at the very least maintain - the value of your subscription with regular updates. Therefore, features are only the entry point. The challenge is still there, but the solution is not that simple, and the result is not guaranteed. Hence, a case study is not enough. A customer story focuses on the why, how, and who of a customer’s journey. It goes beyond a case study into the rational and emotional reasons for trusting someone to run your email, CRM, or office supplies. And why it’s still a good choice. Which is better for your business? A case study or a customer story?

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5 Essentials for Telling Your Customer Success Story

You’ve committed the time, the tools, and the talent. You’ve overcome challenges and emerged with a shining victory. Isn’t it time to toot your own horn a little? Your customer is ready to evangelize your brand, so now’s the time to share their experience with potential buyers.

A customer success story, also known as a client story or testimonial, is a narrative that describes a client’s experience with your company to raise brand awareness for your products or services. Prospects who read customer stories are in the consideration phase of the customer journey. In other words, they are still assessing your product or service before making a purchase. You should consider your success stories as a portfolio of real-life use cases that prove your company’s value.

Every success story is a chance for your business to connect with potential customers in a meaningful way. A strong narrative goes beyond dry facts and figures to touch on the human impact of business decisions. Further, a success story should include the challenge your customer faced before using your product, how the product impacted their business, and proof points to support your claims.

How to write a customer success story

A well-crafted customer success story is a proven tool for differentiating yourself from competitors and giving your prospects the information they need to make their purchase. By embracing the art of storytelling, you can elevate your brand narrative and forge stronger connections with your audience, ultimately driving business growth and fostering customer loyalty.

To help you learn how to write a customer success story that resonates and inspires action, we’re sharing effective client story examples, tips, and best practices. 

At Spur Reply, your success is our inspiration. We craft customer stories for clients spanning a legion of industries and specialties. In this blog, we will overview five time-tested, client-approved best practices for writing a compelling success story.

#1: Get to the point

When it comes to pitching your company via a success story, remember the mantra “short, but sweet.” You need to hook your reader immediately and leave a memorable impression. Case studies are traditionally broken down into three components: the problem, solution, and result. Throughout all three, remember to keep your language direct and straight to the point.

Answering three questions will help keep you on track:

• What was the obstacle you and your customer needed to overcome?
• What action(s) did you take to solve the problem?
• What positive outcome(s) did your product or service deliver to your client’s business?

It may be tempting to take detours into your company’s business philosophy or elaborate on related wins, but don’t get distracted. Less is more.

#2: Back up your claims

Authenticity is key to gaining a potential customer’s trust. Backing up your accomplishment with verifiable facts and data goes a long way to instilling confidence in your brand. Offer proof of your claims, either with facts and figures (quantitative data) or more general descriptions of positive qualities or characteristics your client gained from your product (qualitative data). For example, say you helped a client automate their team’s monthly performance data report process. Quantitative proof points could include the number of hours your client’s team saved from having to complete the process manually, how much direct revenue your client generated through freeing up their team members’ bandwidth, or a percentage that reflects the increase in report accuracy.

For inspiration on using quantitative data to back your claims, check out this client story example about how we helped Microsoft create better modeling within structured, synthetic data production.

If you or your client don’t have access to quantitative results, using qualitative proof points is also an effective way to demonstrate your product’s value. Back to our previous example, qualitative results might include stating that your client increased performance transparency, increased employee satisfaction, and engagement, or created a path that allowed their team to prioritize data analysis over data collection.

For a reference on how to use a combination of qualitative and quantitative data to share your results, check out this client story example about how we helped Microsoft conceptualize a new industry intersection between retail and healthcare.

#3: Use powerful language

Put away that test-marketed, legal department-approved corporate speak. Readers don’t want to be “sold.” They want to be inspired.

You’re excited about your success, so let that show in your writing. Use active verbs to give the story energy. Avoid run-on sentences with multiple clauses that might lose your reader. Employ “power words” that evoke a psychological or emotional response like, “breakthrough,” “superior,” or “conclusive” just to name a few. (Check out this website for more on power words.) This is your chance to seize the attention of potential new customers, so make it count!

#4: Share the struggles

Everybody likes a happy ending, but like any story worth reading, they also enjoy a little drama and conflict along the way. While it may be tempting to focus on everything that went right on your road to success—presenting a picture-perfect scenario from start to finish isn’t authentic or genuine, and your potential customers will see through it.

Walk the reader through the steps or process you took to address the challenge your customer faced. How did you build that particularly stubborn line of code that required hours of overtime to create? How did you overcome the sudden change in scope that sent the team scrambling to rethink the project’s parameters? Eschewing conflict in a success story may seem like an easy way to show your company in the most favorable light possible, but your reader will better connect with the story through candor.

#5: Include a testimonial

Your business’ success could be the most groundbreaking advance in your field this year, but how is it helping others succeed? Readers want to feel like they’re connecting with another human being, not like they’re being sold to by a faceless entity. Consider including experiences of real beneficiaries to add that touch of empathy and authenticity by asking your client for a testimonial. A testimonial puts a face to your claims and serves as a real-life example of the value your product or service provides. Testimonials are essential to your story as they help establish trust and credibility among prospects and customers.

An enticing testimonial goes beyond a general recommendation of your product or service. The quote should explain the challenge your product or service addressed, along with specific outcomes your product delivered as a result. Additionally, you can use the testimonial in other sales and marketing materials such as pitch decks, website pages, and social media posts.

Here’s an example of a testimonial we used from our client at Microsoft to share the impact of our collaboration in launching their first-ever Artificial Intelligence (AI) Business School.

The power of storytelling

So, what is a customer story to us? It's more than just a testimonial or case study; it's a testament to the transformative power of how our clients serve their customers and the enduring partnerships they build with them. In our digital world, innovation moves at lightning speed. It's crucial for your audience to understand not only the technical aspects of your products and solutions, but also the human stories and emotion behind them. By creating success stories, you can uncover and convey how you made your customers feel and effectively communicate the transformative impact of your business.

No matter what new product, technology, or solution you’re writing about, making that emotional, human connection through a story with a clear beginning, middle and end can help readers better understand how it benefits them. Using language that resonates with the audience, describing the challenge your company helped solve and the process you took to get there, in addition to backing up your claims through data and testimonials are the key elements to telling a story that will convert prospects to customers.

Interested in creating success stories that resonate with your target audience? You can trust that Spur Reply has the expertise and experience to bring your business victory to life. We’d love to chat .

Adam Reinhard

Related articles.

10 Lessons We Learned About Telling Customer Stories

“I can’t wait to see how this SaaS company has been the missing link all along! ” said no one, ever.

Does anyone really want to read another success story about how a software company changed a customer’s life?

But testimonials, case studies, and customer success stories are ubiquitous across industries. Everywhere you look, companies are investing in written testimonials and marketing videos to showcase how much better off a customer is after finding their product.

Surely there has to be value in sharing them.

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Teams using Help Scout are set up in minutes, twice as productive, and save up to 80% in annual support costs. Start a free trial to see what it can do for you.

Why bother telling customer success stories?

A few months ago, we began focusing on our customer stories. While attending industry conferences and hosting small in-person events, we’d heard interest from customers in learning about how other customers were using Help Scout . We were also hearing from customers about new ways they were using the product that we hadn’t evangelized before — like how their team was transitioning from a shared email inbox to a multiple mailbox approach, or was working with Zapier in creative ways to connect to other productivity tools like Asana .

While companies have marketing teams behind their websites, stories from the actual folks who are using the products bring these messages to light in a different way than traditional copy. “Customer stories help our prospects with three distinct things,” says Tim Thyne, Head of Sales and Partnerships at Help Scout.

First, they help reassure them that Help Scout is indeed a good fit for their business and use case — they’re evaluating a few solutions in the space, so seeing specific use cases really helps them visualize the solution for their business. Second, they give them a leg to stand on when pitching the idea to other stakeholders. Third, learning how others have solved problems with Help Scout gives them a framework on how to approach getting started.

Head of Sales and Partnerships at Help Scout

In “ Use Stories from Customers to Highlight Your Company’s Purpose ,” Harvard Business Review’s Erica Keswin shares that these customer success stories can ultimately become part of your company’s mission statement:

Stories make us all pay closer attention to what matters. Start paying attention to the stories unfolding in your organization, and figure out how to help the best ones spread. Because people have a lot to say, and if we’re smart, we’ll start listening.

So the question of whether or not to tell customer success stories is solved: you should. Now — how do you move it from “See how we stay SaaS-y” to something people actually want to read?

10 lessons for telling customer success stories

Here’s what I’ve learned about how to tell a compelling customer story.

1. It’s not about you

Approaching the project of telling customer stories, I thought I was coming at it from the right angle. It was simple, really: Anyone who was reading these stories wanted to know how Help Scout could change their lives, too, right?

I prepared a set of questions that would serve as a guide through the interviews, such as:

How do you use Help Scout’s workflows?

What are your favorite features — @mentions, Tags, etc.?

But after a second look at how a few of the stories were shaping up, it was clear that approach wasn’t working. What was so wrong with it?

It’s that my toolkit was inherently biased. I was using these probing questions as a way to get answers out of customers quickly — I was grateful for their time and didn't want to waste it — but the reality was, I was injecting my point of view by asking these types of questions.

While the solution and how the tool is used is definitely helpful — not talking about how the product is used at all isn’t helpful for anyone — when telling stories, there has to be a bigger focus on the customer.

2. Start with the customer’s mission

Instead of following customer problem + your solution = success story, think about how your company’s solution fits with the customer’s mission. Yes, this means the onus is on you to learn more about your customers.

A few questions to consider as you get started:

What about this particular company’s background attracted them to Help Scout?

What would perfect customer support look like?

How can you draw a parallel in your company’s mission and the customer’s?

Take BeerMenus, for example: They help people find beers and browse menus for beer stores, restaurants and bars nearby. But aside from the functional elements, the company credits its success to doubling down on their core values: respect for small business owners and all customers, and, of course, love of beer. Our goal was to make sure these ideas were elevated in the opening of their story.

3. Take thorough notes before developing themes

When a customer tells you their story, avoid the temptation to simultaneously create the story’s framework. Instead, concentrate first on meticulous note-taking. Then, for the second round, go through, pull the key themes, and see where the supporting facts fit.

If you’re trying to create the framework and final story as the customer is speaking, there’s the potential to exclude an “add on” item that the customer could later delve into — all because you’re focused on the framework in your mind, and subsequently modeling a story based on your ideal instead of the customer’s true story.

Hiten Shah , Co-Founder at Quick Sprout , shares how he approaches customer research interviews: Take thorough notes during the customer interview, then find the core themes within your notes.

It’s better to finish all the interviews before analyzing them. Why? By separating the interviewing and the analysis, you avoid spreading yourself too thin between two different tasks. And when you try to analyze what you hear while doing the interviews, it’s another way to introduce bias into your learnings. You also give yourself time to step away and let your mind subconsciously process the interviews, which will give you better results when you start analyzing later.

4. Don’t throw out all templates just yet

While including features in your questions sometimes injects your own bias, that doesn’t mean you should toss out using an organizational template altogether.

After taking notes and identifying key themes from your interview with the customer, an outline is a great way to organize your content before editing, while still giving room to identify any areas that you’d like to follow up on and quickly see if there are any areas that are repetitive.

Background — what’s the company mission?

What does ideal customer support or customer service mean to you?

How is Help Scout used?

Any standout features or integrations?

5. Be comfortable with (some) silence

No, not to the point where you think a call has dropped — but remember that it might take a minute or two to remember the highlights they’ve had with your product.

Avoid filling the void with suggestions of what other customers have said — give them space to think it through! I made a personal note to do more of this during customer story writing. (And dating. But that’s for a different blog post.)

One of the biggest highlights of your piece might come as a comment about a previous thought. Listen for these details, and wait for them to form. When I was interviewing Director of Marketing and Business Development Diana Murray at ASAP Accounting and Payroll , for example, she started talking about Help Scout’s Saved Replies feature:

“The Saved Replies feature is really key in our world. We’re dealing with explaining very complex information like payroll data, or wage requirements, or laws.”

But then she turned to Docs :

“...and in addition to Saved Replies, the Help Center, ASAP’s Knowledge Base, has also been a huge time saver when communicating information repetitively. We currently store and update over 250 articles, from best practices articles, to new client transition, and general business resources.”

… which became a story about how both features have helped all areas of ASAP’s business succeed:

“We’ve gotten traffic from some of these best practice articles in search engines, which has led users back to our site. Having Help Scout has definitely had a ripple effect for us to succeed in all areas of our business.”

6. Complement written stories with visuals

Once the narrative is complete, see how else you can bring these stories to life, whether it’s imagery, supporting infographics, or video. If you don’t have an in-house team, video agencies and video production firms can team up with you to bring the customer story to life. (We love collaborating on marketing videos with Boston-based Video Pilgrim — in them, we’ve found an incredible partner who understands our company mission and can draw that out on film).

If video isn’t an option, there’s still a ton you can do to humanize your success stories through photography and visuals. Content marketer Jeff Bullas shares that you should publish images and photos as part of marketing tactics — and that articles with images will get 94 percent more total views .

Here’s the shot list template we love to use whenever we’re sourcing the photography session, or as a guide when requesting photos from our customer:

2-4 posed portrait + landscape style images of the interviewee(s)

2-4 images of the interviewee(s) at work

2-3 shots of the interviewee(s) with their team

7. Follow up about specifics and metrics

Once you’ve nailed the elements of the piece — the top features the customer is addressing and the solutions they provide — you can start digging into where you need to follow up for more information. Coupling qualitative statements with metrics make them that much stronger.

Of course, the customer’s time is precious, so it’s great to do these in a single email or follow-up call. For example, during our customer calls with OnePageCRM and NW Maids, one of the recurring themes was that using Help Scout has made their teams more productive. The follow-up emails helped us assign quantitative metrics:

8. Keep content that didn’t make it into the story

At the start of every customer story, we feature a header image and quote, which can later be used as social promotion.

There’s also quite a bit of content and strong testimonials that might not make it to the customer story. Trying to cram everything into a story isn’t helpful — it becomes a laundry list of feature highlights with no narrative arc, and that’s dry to read. But don’t dismiss all that extra content altogether.

Change the framework from “oh-look-at-all-this-excess-copy” to “let’s-do-something-with-this-copy,” and extract more value from content you’ve already produced by experimenting with customer story promotion.

For our customer story on Threadless , we found more ways to share beyond the written testimonial, each highlighting different angles, like how to set up automated workflows to assign conversations:

9. Share customer stories with current customers

Customer case studies are great for potential customers who are looking through your site and curious to see how your product is being used. But there’s another audience who might not be leveraging the product the same way and could benefit from learning new use cases: your current customers.

We include snippets of customer stories in our monthly release notes, coupled with a link to an article on our Docs site , so we can share company backgrounds and use cases and provide additional information for folks who want to try and execute the same on their own.

10. Be grateful that this is part of your job

Hearing time and time again about how much your company is making a difference to people all over the world? It doesn’t get better than that.

So be generous with gratitude. These folks are taking the time out of their day to talk to you about how much they love your company. You get to showcase it to the world. And that’s pretty awesome.

Like what you see? Share with a friend.

Nadia basil.

Nadia is a product marketer and Help Scout alum.

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The Difference Between a Customer Story and Case Study

When talking with home builders and remodelers, I often use the terms case study and customer story interchangeably, but they are actually two different types of projects because of the detail and depth required to write each one. Both are enhancements of a customer testimonial, so let’s start there.

A customer testimonial is a short, direct quote from your customer that expresses satisfaction for the product (new home or renovation) and service they received from you throughout the project. Testimonials are usually just a few sentences long, and although they express satisfaction and gratitude for a job well done, they often lack depth . Most homeowner testimonials sound something like this:

“Thank you to JL Smith Building and Remodeling Company for a beautiful job building our addition. Their team was professional throughout the entire process, and they were extremely courteous in working around our family’s crazy schedule. We’d highly recommend them. Thanks Jay and Linda for a job well done!” – R. Hackman

Testimonials are great to use in marketing, such as in newsletters or marketing brochures, as a quick blurb, but they lack the power of detail that can be found in customer stories and case studies.

A customer story (sometimes referred to as a customer success story) is a more comprehensive account of your customer’s experience. It is, in fact, a story and is usually written in article form. It contains details of the project, direct quotes from the customer, and paints a clear picture of the project – from start to finish. It is usually only 1-2 pages in length, and not only does it cover the problem, solution and results , it reveals why your customer chose you for their project.

Picture a customer story like an article you’d see in a magazine, such as Better Homes & Gardens , or on practically any HGTV show. It starts by providing some background on the homeowner and why their current home isn’t fitting their needs. For instance, if they built a new home with you, there is an explanation of why they elected to build a new home (instead of remodel), an account of the creative solution you provided to design and build their new home, and a detailed testimonial of why they are so thrilled with the results.

A case study provides even more details and specifics than a customer story. In addition to the above, it showcases the “how” – how a solution was delivered and/or how the solution works in the customer’s environment. Case studies will involve tangible measurements of results (such as cost savings or increases of efficiency). They are often written for use in the technology industry, or in the case of construction, manufacturers will use case studies to educate contractors about new building materials – and persuade them to incorporate these new materials in upcoming projects. Another application would be if a builder installs a high-efficiency furnace, for example, he may team up with the manufacturer to develop a case study for that particular aspect of the home.

As you can see, the detail is what distinguishes a testimonial from a customer story from a case study, and new home builders and remodelers will most often use testimonials and customer success stories in marketing their business. However, all have the same goal in mind: educate potential customers, gain credibility and validate your products/services.

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How to Do a Customer Story (And Why You Should)

November 16, 2022 by Zeph Bluestone

Connecting with your audience is more important than ever. Consumers are increasingly looking to friends, influencers, and reviews when deciding which companies to do business with.

WHAT'S INSIDE

Knowing how to do a customer story can help you connect with your audience on a more personal level. In fact, in post-COVID markets, using a more conversational approach has proven effective . 

In this article, we'll explain what customer stories are, why they are effective marketing tools, and how to create them for your business. Let's take a look!

An Overview of Customer Stories

You can showcase customer stories through text or video. They're real-life positive customer experiences that encourage other consumers to choose a business's products or services.

These stories can be effective for promoting specific products and services. They can also improve your brand's overall image.

Member case studies use a similar approach to customer stories. You can collect opinions from your members about their satisfaction and their perspective on your quality of service.

Then, you can use this real-life data to encourage other people to sign up for your members-only services .

For example, Tesla uses customer stories to show how its technologies and innovations impact real people and improve their lives:

However, you don't have to be as influential as Tesla to use customer stories! You can tweak these testimonials to show how you make a difference in your customers' lives.

For instance, at MemberPress, we regularly share customer stories , showing how our product has changed people's lives . There's no reason why you can't use a similar approach.

Why Customer Stories Are Effective

Customer stories help you connect with your audience beyond traditional marketing tactics. Studies show that consumers are now less likely to trust faceless companies and are instead turning to unbiased shopping recommendations.

Connecting with your audience can also help you build a community and a loyal customer base. A good way to kickstart that trust is to share positive experiences your customers have had in the past.

While testimonials could be embellished or outright faked, an authentic interview featuring a peer can be powerful.

Ideally, customer stories should provide real-world examples of the benefits your products or services offer. Hearing how your company helped a real person with a real problem can motivate someone in a similar situation to sign up.

How to Do a Customer Story or Member Case Study (In 3 Easy Steps)

Knowing how to do a customer story effectively can be super valuable for modern marketing. Here are a few easy steps to get you started!

Step 1: Find a Story to Tell

The first thing you need, of course, is a story.

Happy customers are almost always willing to meet up via Zoom for a quick chat. If your business caters to other businesses, chances are they'll be happy to accept the free exposure. But how do you find these satisfied customers?

It's actually pretty easy. You may already have some loyal customer advocates you can reach out to and share their experiences. Otherwise, you may need to look for leads in your reviews and testimonials.

Here are a few channels to get you started:

• Reviewers – Get in touch with users who've reviewed your product or service either on your site or through outside review websites (positively, of course!).
• Past contacts – Check your email history for past exchanges with customers.
• Google – Do a search to see if any bloggers have mentioned your site. 

Another option is to directly contact the folks on your email list . Put together a short and sweet message inviting customers to contact you about a feature story.

In your email, be sure to outline the benefits of participating. For example, if the customer is a business owner, offer to give their site a dofollow link in the accompanying blog post.

Then you can sift through your responses, looking for relatable stories that promote your company or the specific products you want to gain exposure.

A compelling customer story will present a common problem in a way that's believable and easy to understand. Would-be customers looking to solve a similar issue should find the story relatable and motivating.

Step 2: Show How Your Company Solved the Problem

Enter your company. The main focus of your customer story is to illustrate how your product or service solved a problem for the consumer in question. 

Remember, an authentic, real-world example from a person is often more inspiring than a sales pitch from a company.

While many marketing strategies often use a similar approach, a customer story is unique. It demonstrates how the problem was solved rather than promises it will be solved.

As you can see, we use this approach in our own customer stories:

Ideally, your customer story should highlight how your company solved the problem and how the client's life improved.

Don't be afraid to promote your business through your writing, as long as you stay true to the client's experience. The goal is to encourage viewers to pursue the same results.

Step 3: Offer to Solve That Problem for Others

Now that you have established your company's ability to solve a consumer problem, it's time to offer that solution to new customers.

You can do this by being clear about how your products or services can help. You'll also want to tell readers how they can access those benefits.

You can include links to your products and services, targeted copy, and a call to action (CTA) like we did in our Dunrovin Ranch customer story blog post (see screenshot below):

All these elements can encourage readers to learn more about your business and its offerings.

Then it's just a matter of sharing your customer story. Many companies use dedicated blog posts to highlight these testimonials. We also recommend sharing your story across social media and even in your email marketing messages .

As consumers become increasingly distrustful of businesses, earning their trust often requires recommendations from real people. Fortunately, using customer stories is an effective marketing strategy for promoting your business and products.

To recap, here's how to do a customer story in three easy steps:

• Find a story that showcases a problem.
• Explain how your company solved that problem.
• Offer that solution to others with the same problem.

Do you have any questions about creating and sharing customer stories? Let us know in the comments section below!

If you liked this article, be sure to subscribe to the MemberPress blog !

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The 6 Elements of an Effective Case Story

By Jenny Gatchell   |   March 17, 2021   |   Content Marketing

A good case study describes the value and impact of the services you offer from your client’s perspective. This article outlines the six components of a compelling and effective case study.

“Do you have an example of that?” It’s the most common question we ask when interviewing companies for a thought leadership article. We’re looking for stories that bring the value of solutions and offerings to life. Specifically, we want to hear the details of how a client successfully used your services to drive tangible, measurable results in their own business. There’s really no better way to validate your company’s point-of-view than with a case story. And peppering thought leadership content with relevant examples makes for a more interesting and memorable read.

Of course, client stories can and should stand on their own in addition to being referenced in your content. Having these stories readily available on your website helps prospects vet your services. By building effective case stories you give potential new clients the chance to stand in your current clients’ shoes and see what it’s really like to work with you.

Here are the six components every good case study should use to make your clients’ successes as relatable as possible:

• Summary Statement
• Organizational Summary
• Problem Statement
• Solution Description
• Call-To-Action

Summary Statement: Give the Cliffs Notes Version of the Story

Provide a brief snapshot of your client’s story—problem, solution, and outcome—in a few sentences or brief paragraph. Readers can get the key points and decide if they want to dive in and read the full case.

Organizational Summary: Position Your Client as the Hero

In a sidebar or callout, tell a little bit more about your client and their story. What industry do they operate in? Who do they serve? Where are they located? And how big is their organization? Note that your client is the ultimate hero in this story. You want to showcase the client’s wisdom in choosing to leverage your solution to solve their challenges.

Problem Statement: Setup the Situation

Use this section to frame up the challenges facing your client. Be sure to include details or context around any issues complicating the situation. Aim to do this in about 50 to 100 words and be sure to tell the story from your client’s point-of-view. This will help your prospects better relate to the story, especially if they are facing similar challenges in their own businesses. If possible, include a client quote or even a brief video snippet where the client describes the challenges in his or her own words.

Solution Description: Describe the Resolution, with Your Client Leading the Way

This is the meat of your case story and will include the details about how your solution was developed and delivered. Aim to keep this section to about 200 to 300 words.

This is where it’s trickiest to keep your client positioned as the hero since you’ll obviously want to include specific details about the unique aspects of your solution and emphasize the merits of your company’s approach and point-of-view. You can do all those things—and still keep your client front and center. The key is to celebrate the client’s smart choice in selecting you and your services. Again, a quote or video snippet will work well here to highlight your client’s rationale for believing your solution would be the right answer to his company’s problems. You can also talk about any collaboration between you and the client. And, if possible, you can discuss how your services fit into the client’s bigger picture strategy for tackling the issue.

The solution section is also a great place to ensure your case story is visually interesting. Include images, graphics, visuals, or flow charts that help paint the picture of how the solution worked for your client.

Outcomes: Make the Results Pop

Finish your case story on a strong note by emphasizing the results. Include data to quantify the impact—such as how many dollars were saved or new clients won. We like to use bullet points here to give the information in bite-sized fashion and make the numbers and their significance really pop. You can also include another client quote or a video that helps validate your client’s decision to hire you.

Call-to-Action (CTA): Keep the Conversation Going

Finally, do not forget to invite your readers to continue exploring your solutions. For web versions of case studies, include a contact form for the organization. For print versions, include information about your organization along with contact information for your team to make it easy for your prospects to connect with you.

Closing Thoughts: The Proof Really Is in the Pudding

Client success stories are arguably one of the most important tools you have in marketing your services. Showing how other companies have leveraged your expertise and point-of-view to drive tangible results in their own businesses validates your claims and makes it much easier for potential clients to understand how you work. Plus, showcasing your current clients’ genius is good for your existing relationships, too. If you have stories you haven’t shared yet, now’s the time to put them out there. And give your clients’—and yourself—credit for the great work you do.

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Jenny Gatchell is a Contract Copywriter for Rattleback. She helps clients find their voices, articulate their points of view, and tell their stories in ways that resonate with all audiences they need to reach.

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Mar 19, 2022

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How To Write a Case Study That Speaks to Your Customers

How to write a customer case study in 6 steps

• Identify the need
• Identify the subject
• Conduct your interviews
• Cover the basics (who, what, how)
• Provide the right framing
• Include emotion

For a prospect who’s just about to make a purchase, a case study could be the most helpful piece of content they could come across.

A case study tells the story of a customer just like them : someone who faced a similar challenge and, with the help of your business, overcame it. This prospect can see themselves in the case study, and the testimony of a real-life customer will have more weight than any other marketing materials you have. 

But, as with any piece of content, a case study needs to be produced in just the right way to have the most impact. Too vague and the effect is lost. Too salesy and the prospect doesn’t trust it.

The best case studies are detailed without being dry, and poignant without being mawkish.

At IMPACT, we guide our clients to write compelling case studies that they can use with prospects in the sales process. Below, we’ll give you the step-by-step guide we teach so that you can put this powerful tool into the hands of your own sales team.

Below, we’ll cover:

• What a case study is (and isn’t).
• How to write a case study in 6 steps.
• Examples of great case studies to inspire you.
• How to know if your case study is working as it’s supposed to.

Ready to tell your customers’ stories? Let’s walk through this process together.

What is a case study?

A case study is a piece of content that tells the story of a customer’s journey. Ideally, this customer struggled with a specific problem before they found your business and your solution, which alleviated the pain point. 

Case studies are so effective because they balance anecdote and quantitative data, so they appeal to both the head and the heart. 

Marketers, after all, are storytellers, and case studies are a wonderful chance to tell the story of a customer . Humans are hard-wired to appreciate stories of struggle and triumph, so your case study should fit right in. 

A case study will usually take the form of an article, but it could be a video or other medium as well.

Most often, case studies are written with bottom-of-the-funnel prospects in mind. As someone approaches a purchase, the case study can help convince them that buying from you is a good idea. 

What a case study isn’t

Although a case study is marketing material for your business, it is not about you . The customer is the hero of this story. Your business is the guide that helped them overcome challenges and succeed.

Case studies should include emotion (more on that later), but they should not be sentimental or emotionally manipulative .

How to write a case study in 6 steps

Jen Barrell is a content trainer at IMPACT who works with businesses to plan their inbound marketing strategy. She has guided numerous clients through the case study writing process. 

She advises a six-step process to produce a rough draft, after which you should follow your normal process for QA and publication. 

These are the steps she asks businesses to follow. 

Step 1: Identify the need

Before you begin, Jen says, you must determine the need this case study will solve. Ask yourself these questions:

• Who are you actually writing this for?
• What key problems are you trying to solve for the reader?
• At what stage in the buying process will this case study be used?

Having answers to these big questions up front will save time in the long run. You want to be sure about your audience and your scope so that you know exactly how to tailor your message to suit your future customers. 

Step 2: Identify the subject

Second, you’ll need to determine who you’ll be writing about. It could be a business or an individual, depending on what you sell, but it should be a single customer, so focus on only one.

Talk with your sales and service teams to decide on some previous customers who could be good subjects. Compile a short list of possible candidates and reach out to them, explaining the process and timeline.

According to Jen, this is a time to follow the path of least resistance. “The best case studies are created out of interviews,” she says. “You want to talk with people who are enthusiastic and genuine.” 

In other words, if they’re resistant to your initial outreach, they’re likely to be a less compelling interview subject. 

Step 3: Conduct your interviews

A good case study tells a story. You’ll need to compile solid evidence to show the effect your business has had on that customer’s life.

• Did your insurance company help them rebuild after a disaster?
• Did your team help them win their court case? 
• Did your marketing plan help them successfully launch a new product line? 
• Did you provide alternative solutions for their design process so they could be more efficient? 

Whatever the case may be, you’ll need the numbers to back it up. What was it like before, during, and after your company’s involvement? What initial challenge did they face? What positive results did that customer eventually see? How long did it all take?

You’ll need to do research to find the raw data to make these key points. You can get some from your team and some from the subject.

But a case study isn’t just about numbers and profit. Sure, these may be your main findings, but you don’t want to overlook the human element. You’re telling a positive story about transformation. 

In your interviews, make sure to ask questions about the people behind the numbers. Ask questions about the emotions they felt during their journey.

Step 4: Cover the basics

Any reader looking at a case study is looking for very specific information. They want to know the same thing:

• Who is the customer being described? What makes their story relatable?
• What were the problems they were facing? What challenges did you help solve? What other possible solutions did they try or consider?
• How did your company’s offerings — whether product or service — help the customer succeed?
• Results: What did their success look like? How long did it take? What were the details of the experience?

If you cover these basics in every case study you write, you’ll produce a consistent product that is digestible for bottom-of-the-funnel prospects in the final stages of a purchase.

Jen says, “This is a time when having a formula to follow will serve you well. Prospects might read several case studies at once, so make sure they’re easy to read and well-structured.”

Step 5: Provide the right framing

As the writer, it’s up to you, to provide the right framing and structure to make your case study grab the reader’s attention while at the same time conveying relevant facts that might feel dry.

This starts in your introduction. 

Most case study intros jump right into the who-what-how without providing the context of what’s to come. Instead, Jen advises using a “P-E-P” approach in the intro to hook the reader. Think of this as the welcome mat of your case study, she explains. “In your introduction, start by identifying the problem , then demonstrate your experience , then offer a promise .”

• Start by connecting with the reader by showing them you recognize the problem they’re experiencing. For instance, if you’re writing a case study that shows how your roofing company helped a customer replace their roof after a hurricane, then most likely the people drawn to that particular case study are experiencing a similar situation. 
• Then you’ll want to provide the context of the case study by telling them who you are and the expertise you have to solve their problem. While the case study certainly isn’t about your company or product, the reader does deserve to know who’s advising them. 
• Finally, your intro should make a promise to the reader about what’s to come. This is the space where you’ll preview to your reader what the payoff is for reading through to the end.

What the P-E-P approach looks like in practice

For the example above, the case study introduction might look something like this:

The worry that natural disasters cause homeowners can easily turn to panic when a worst-case scenario occurs. The loss of a roof during a storm both exposes the physical contents of your home and tests your emotions. You’re left wondering how long it will take to repair, if your house is safe to live in, how you’ll deal with insurance, and who will help you navigate through this mess in the coming days. [Identify the problem.] As a Florida-based roofing company, Acme Roofing has helped 20 families in the past year alone repair their homes when the unthinkable happened. Jane Smith and her family lost their roof in the last hurricane and have some crucial advice for not only making it through this trying time but coming out with a home that’s both beautiful and safe for her family. [Show your expertise.] Keep reading to find out what happened to Jane’s home and the steps she took to secure a safe place for her family. [Offer a promise of what’s to come.]

Any article could rely on this intro format, but case studies are especially well-served by this approach, Jen says.

From there, each section of the case study should smoothly lead into the next. Be sure to provide transitions and appropriate pacing. This should be informative, but not dry like academic writing. 

Step 6: Include emotion

Be sure to include human elements that convey to the reader that this is a real story involving real people. There are emotions connected to every decision we make, and conveying these in the case study will enhance its appeal to your audience. 

Was he afraid he would lose his business?

Was she frustrated by previous products that didn’t solve her problem?

What did they feel when your business stepped in? Relief? Joy? Satisfaction? 

Include these emotions .  Case studies often come across as extremely dry, but this is one article type that can carry heavy emotion. Use the emotion of the people you got to know during the interview process. 

After you’ve completed these steps, you’ll have your rough draft. Share it with the customer whose story you’ve shared. See if anything needs further exploration or additional background information.

Bring together two or three trusted colleagues who can serve as editors. Avoid having too many cooks in the kitchen, though.

Then, polish and refine what you have, including the feedback of your colleagues, to create your final draft. If necessary, work with a graphic designer to create visual elements to help enhance the story. 

Then, get that sucker in the hands of your sales team .

Case study examples to inspire you

What does an actual case study look like? There are dozens of ways your business could approach a case study, but don’t forget those core elements. You must tell a compelling story that will resonate with your target audience: potential customers who are almost ready to make a purchase. 

Example 1: IMPACT and Bill Ragan Roofing

Here’s a narrative-style case study that tells the story of one of our clients, Tennessee-based Bill Ragan Roofing. 

Note how writer Jolie Higazi balances the numbers and the human element. Readers feel like they’re getting to know this business and want to celebrate its success. 

Example 2: Screensteps and The Peninsula Jewish Community Center

Screensteps provides training software to businesses for onboarding and other instruction. Here is a case study explaining how they helped a nonprofit implement a new CRM for more than 200 employees. 

With wit and illustrations, they tell the tale in a way that is accessible and engaging. Again, this doesn’t feel like research writing. It reads as a compelling narrative — and includes quotes from various stakeholders throughout. 

Evaluating your case study

How will you know if your case study is any good? 

Simple, says Jen. Listen to your sales team. 

In most cases, case studies will be used by your sales team with bottom-of-the-funnel prospects who are close to a decision. Jen advises that marketers check in with sales reps to see exactly how the case study landed with a prospect. 

Did they ask follow-up questions? Did they see themselves in it? If your case study is covering all the bases, your sales team should be raving about it. If not, go back to the drawing board and make it better.

If your case study is aimed at a broader audience, evaluate it the way you would any article. “Look at your conversion data,” Jen says. “Make sure that your bounce rate is low because that shows your audience immediately wanted to learn more about what you offer.”

The real-life stories your buyers need

Case studies are incredibly useful for your sales team and helpful for your buyers. However, keep in mind that they need to be regularly updated to avoid looking stale. If you tout yourself as a cutting-edge business but your case studies all come from five years ago, you might inadvertently hurt your chances with a prospect. Even a great example might not age well.

Once you produce a case study, it will be up to you to update as needed. Set aside time each quarter to read through old content and make sure it’s up to date and still makes sense.

If you need help convincing your potential customers that your offerings are perfect for them, case studies are perhaps your greatest asset. Spend the time to tell these customer stories so that your prospects can learn about a real-life situation in which they can see themselves. 

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10 B2B Case Study Examples to Inspire Your Next Customer Success Story

• October 24, 2023

Case studies, also known as customer stories, are valuable content assets for attracting new customers and showing your expertise in a competitive market.

The more case studies you have, the simpler it gets for your customers to make decisions.

Case studies provide a firsthand experience of what it’s like to use your product or service, and it can give an “Aha!” moment to potential customers.

While product demos and white papers are great for generating leads, their use is limited to highlighting product features. 

On the other hand, case studies showcase the transformation a business has undergone while using your product.

A case study offers potential customers a glimpse of the positive changes they can expect, which is more compelling than simply showcasing your product or service’s excellence.

• Customer mission should be given at the beginning
• Follow up about specifics and metrics
• Use quotes from their side to highlight
• Work out the biggest benefits of your offering and make reference to them
• Make sure your success story follows a brief and logical story structure

In this article, we’ll review 10 examples of outstanding case studies that have collectively helped secure millions in new client business. Let’s get started.

What Is A Case Study?

In simple terms, a case study highlights how a product or service has helped a business solve a problem, achieve a goal, or make its operations easier. 

In many ways, it’s a glorified and stretched-out client testimonial that introduces you to the problem that the customer is facing and the solution that the product has helped deliver. 

Case studies are invaluable assets for B2B SaaS, where sales cycles tend to get lengthy and costly. They’re a one-time investment that showcases your product’s features and benefits in rooms your sales team can’t be in. 

What Makes A Good Case Study? 

There is no one-size-fits approach to a good case study. 

Some case studies work better as long, prose-forward, and story-driven blog posts. Whereas some are better as quick and fast-fact content that doesn’t add to the chatter but gets straight to the point. 

Here are some of the tenets of good case studies:

• Product-Led : Focuses on showcasing the product as the solution to a specific problem or challenge.
• Timely : Addresses the current issues or trends relevant to the business’s ideal customer profile (ICP) . 
• Well-structured: Follows a clear, organized format with easily digestible writing style and synthesis. 
• Story-driven: Tells a compelling and relatable story that puts the reader in the customer’s shoes. 

Case studies must tell the customer’s story regardless of style or content density.

Other than that, visuals in case studies are powerful in increasing conversion rates, by providing real evidence and taking attention.

Companies can also use their website, social media, and newsletters to promote case studies and increase visibility.

Below, we have ten diverse case study examples that embody these principles. 

B2B Case Study Template from Our Team

We will share great and proven B2B case study examples that you can get inspired by in the following section, but before that, let’s take a look at an easy and effective template from our team.

10 Best B2B Case Study Examples To Take Inspiration From

Plaid is a fintech company specializing in equipping users with a secure platform to connect their bank details to online applications. Addressing the pressing concern of financial security, Plaid leverages compelling case studies to showcase the remarkable transformations their clients experience.

Take Plaid’s case study of Betterment, for example. 

The study begins by stating the goal that the customer is trying to achieve, which is to “onboard new users and drive engagement.” Right next to the goal is company details, and followed below is a singular problem and its solution.

The case study continues by keeping the business’ desired result front and center and offers a generous outlook on the SaaS business.

The core process of how Plaid helps Betterment is cleanly laid out, which is a brief version of a ten-page white paper. 

What follows are several benefits that Plaid offered to Betterment. 

Plaid’s subtle yet effective product integration and clear, well-organized process make it simple for customers facing similar challenges to envision the solution.

2. SalesHandy

SalesHandy is an email automation software that personalizes high-volume cold emails. The company heroes client success stories for its case studies and opens the heading with their wins. 

Check out this B2B case study example from Sedin’s case study published by SalesHandy.

Readers need context, and case studies should always begin by outlining the exact problems their product or platform aims to solve. 

Here, SalesHandy expertly introduces us to Sedin’s use case and the challenges that the business is facing.

After a lengthy context, the case study highlights Sedin’s core challenge in the words of its personnel. 

This personable approach ropes readers in and lets them empathize with Sedin’s challenges. 

With a single scroll in, SalesHandy lays out the solutions to Sedin’s core challenges and integrates its product. 

This highly detailed case study covers all corners and includes the exceptional results achieved in record time. SalesHandy closes the study with a word from the character already introduced to the readers. 

SalesHandy doesn’t shy away from giving a detailed account of its process, which is crucial for highly technical products and enterprise packages that involve multiple decision-makers. 

B2B Case studies, first and foremost, should be written in a language that your ICP understands. 

Playvox is a customer service platform that helps businesses streamline business operations. 

This industry-specific case study of Sweaty Betty by Playvox addresses unique challenges within a niche industry, such as account assessment times for retail and online shops. 

The case study starts with the results it achieved for Sweaty Betty. 

The case study follows a straightforward, albeit impactful, challenges-solution-results format as we scroll down. 

But instead of listing out solutions in bullet points, Playvox uses customer voice to present the transformation that Sweaty Betty went through. 

With this formatting, Playvox doesn’t have to tout the platform’s usefulness. Sweaty Betty is doing it for them. 

4. Base Search Marketing

We promised diverse case studies, and here is a stellar B2B case study example of a single deck case study of Shine Cosmetics by Base Search Marketing.  

Base Search Marketing is a boutique link-building and SEO agency that works with startups and mid-level businesses. 

This case study, which can be reviewed as a brochure, gives you an overview of the customer and lays out the challenges that the business is facing. 

You’ll notice how the study uses the CEO’s quote to mention a pretty universal problem that most startups face: “limited resources.”

By highlighting the results in the left tab and laying out the process on the right side, this case study does a masterful job of covering all corners and telling a desirable customer success story.

Another approachable form of case study is slide decks, which you can present in boardrooms and meetings and act as a sales pitch. 

Loganix nails it with its case study deck for rankings.io. 

If you have a complicated product or service requiring an in-depth explanation, then using this format would be a great option. 

The solution, stated in simple bullet points, drives the message home.

Fewer words. Cleaner decks.

Using this methodology lets the audience walk through the case study with visuals, bullet points, and concise text. 

6. CoSchedule

CoSchedule is a SaaS leader in the social media space, and this Outcome-led Case Study proves just why it is so good at capturing the markets.

The study kicks off with a result-forward headline, piquing the interest of readers who are interested in getting similar outcomes. 

There’s much to appreciate in this succinctly written case study, but the headlines get our attention and hold it.

With every scroll, results are presented to you in the form of graphs, quotes, and visuals. 

The study ends with a quote from the customer, which repeats the outcome stated in the headline. 

Leading remote teams is a challenge that numerous teams will face moving forward. CoSchedule makes operations easy for these teams, and it doesn’t shy away from stating just how through its case study. 

7. Wizehire

Case studies have evolved from lengthy blocks of text confined to PDFs to a new digital era emphasizing impact over verbosity.

Wizehire’s succinct case study is a prime example of this shift. It uses fewer words to create a powerful impression.

From the very first page, the case study introduces us to Kris, the customer and central figure of the story. Without the need for extensive scrolling, we quickly grasp vital details about Kris: his role, employee turnover, location, and industry. 

In the second slide, we are immediately taken to the solution that Kris got by working with Wizehire. 

The case study ends with a passionate testimonial from Kris, who deeply believes in Wizehire. 

The case study has less than 300 words, enough for local entrepreneurs like Kris Morales, who want to hire talent but don’t have the resources for proper vetting and training. Until, of course, Wizehire comes along. 

8. FreshBooks

When a reader can see themselves in a case study, it takes them one step closer to wanting to try the product.

This case study by Freshbooks uses a beautiful personal story of an emerging entrepreneur. 

Using a deeply personal story, the study appeals to people who are just starting and aren’t accountants but suddenly have to deal with employee invoices and a dozen other bills. 

The text progresses in an interview-style study, with the customer taking the mic and illustrating the challenges that startups and small businesses face. 

This style works because readers crave insights directly from customers. Getting authentic testimonials is becoming increasingly challenging. Well-crafted case studies can be valuable substitutes, provided they seem realistic and from the heart. 

Featuring quotes or testimonials from satisfied customers throughout the case study adds to its credibility and authenticity. Just like this testimonial Case Study by Slack .

Slack is a giant in the realm of digital communication, with more than 20 million active users worldwide. However, it is tough to break into the market of group communications. After all, Slack competes with both WhatsApp and Microsoft Team regarding market share. 

To level the playing field, Slack features case studies from top entrepreneurs and market players who have been served well by it. 

Its case studies are laden with personal stories about how the platform boosts productivity. 

At the same time, the software also plugs in the “try for free” banner to make sure that customers are aware of the inexpensive nature of the software.

It’s not easy to get such detailed testimonies from the C-suite, but when you’re Slack, businesses tend to make an exception. 

Some case studies are based on highly niche subjects, where nothing is at the top of the funnel. Kosli nails it with this highly technical case study of Firi.

Technical case studies are designed for niche audiences who are already aware of the problems that the software can solve. Case studies like these are clean and smart and come with solutions that have a counterpart solution. 

There is absolutely no fluff and nothing that can be a reason for C-suite executives to bounce from. 

It’s full of information-packed pages designed to hook the reader in and present the tool as a formidable solution to their problem. 

You’ll notice how they weave Kosli through the entire case study, and the first-person report comes from the customer. 

B2B Case Study Examples In Short

In the B2B SaaS industry, converting new leads and securing new business has become increasingly challenging. In this landscape, impactful content assets such as case studies and customer stories are sometimes the only things moving the needle. 

Crafting a compelling customer story empowers brands to enable potential customers to engage directly .

🚀 Customer stories evoke empathy from buyers

🤝 Customer stories help build up your relationships with vocal brand advocates

⬇️ Customer stories lower your prospects’ information cost

Once you’ve determined the most effective way to convey information that resonates with your leads, you can collaborate with your content and design teams to create impactful case studies to generate new business and prove your expertise and experience in the market. 

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Top Social Media Case Studies and Lessons to Learn

Social media case studies provide practical, actionable insights for your online marketing campaigns. They can highlight what works and what doesn’t. By learning from the experiences of others, you can refine your strategies to boost engagement and increase social media conversion rates for your business. 

As of 2024, the average internet user spends 143 minutes daily on social media. This high level of engagement presents a significant opportunity for brands to connect with potential customers. And adopting the best practices and strategies demonstrated in successful social media case studies can help you achieve this. 

In this blog, we’ll be exploring examples of social media case studies and their valuable lessons. So be sure to glean insights from them to ramp up your social media marketing game. 

Social media case studies of best social media brands

Using the right social media strategy can be a game changer for your brand as it will help you reach your audience effectively. Let’s look at a few success stories: 

#1: Spotify

In 2013, Spotify introduced its "Year in Review" feature. The company realized it had a treasure trove of streaming data. While the graphics were on-brand and less quirky than today’s versions, they still captured the audience’s attention.  

Fast-forward to 2016, Spotify rebranded these data stories as " Wrapped ." Each year, Spotify Wrapped introduces new and fun features based on users’ listening habits — from identifying your unique “audio aura” to categorizing you into one of 16 “listening personality types.”  

Why this campaign?    The campaign taps into users' love for content personalization and nostalgia, allowing them to reflect on their past year in music and share their unique listening habits with their friends and followers. This annual tradition has become a highly anticipated event. It generates buzz and drives customer retention and new sign-ups.  

What did they do?    Spotify collates vast amounts of listening data and presents it with eye-catching graphics that are instantly shareable on Facebook, Instagram and X. This enhances shareability and personalization, contributing to the viral success of Spotify Wrapped. 

How did it help?    Spotify Wrapped's social media metrics highlight its viral success. The campaign generated significant engagement, with more than 156 million users interacting with their personalized Wrapped summaries in 2022. What’s more, the first three days after its 2022 launch, Spotify Wrapped generated over 400 million tweets/X posts, highlighting its strong shareability and user engagement on social media platforms. 

What to take away?  

• Embed shareability for virality: Spotify Wrapped is highly shareable. The content is perfectly optimized for social media. The app even encourages you to share your Wrapped summary. Crafting personalized content that people are excited to share is a successful social media strategy , as active participation naturally follows when you engage your audience. 
• Create rituals: While Spotify Wrapped's format remains consistent, it gains more traction on social media each year. Annual campaigns, particularly those towards the year's end, establish a sense of ritual, and consumers are conditioned to anticipate them. Ritualized content gives your audience something to look forward to, year after year. 
• Jump on that bandwagon: Making brand-specific versions of popular content is a fantastic way to participate in the conversation. For instance, SEMRush used the Wrapped format to create unique content tailored to its audience. 

Deep Dive: How to adopt trends and broaden your channel coverage mix (while staying on brand)  

#2: The Barbie Movie 

The 2023 film Barbie brought the beloved Mattel doll to life in a dazzling, contemporary adventure. Starring Ryan Gosling and Margot Robbie, the movie seamlessly blends fantasy and reality as Barbie embarks on a transformative journey from her idyllic, pink-hued world to the real one. 

Why this campaign?  The Barbie marketing campaign was a masterclass in leveraging nostalgia, contemporary pop culture and innovative social media promotion strategies. It generated a massive buzz and captured the imagination of audiences worldwide. 

What did they do?    Warner Brothers and Mattel collaborated to create a multifaceted campaign. This included vibrant teasers, interactive social media content and high-profile brand partnerships. Here are the specifics:  

• Shared behind-the-scenes content, trailers and other promotional materials on all social media platforms 
• Engaged influencers and celebrities to create inspired memes and generate excitement 
• Created a sense of community by reflecting the diversity of its audience   
• Barbie-themed Malibu DreamHouse listed by Airbnb 
• Barbie-styled clothing line launched by Forever21 
• Barbie-themed meals offered by Burger King in Brazil 

• Utilized innovative tactics like a selfie generator to keep fans engaged 
• Benefitted from the unplanned "Barbenheimer" phenomenon 

The simultaneous release of Oppenheimer and Barbie really captured the public’s imagination. It sparked an unexpected cultural phenomenon known as "Barbenheimer." Christopher Nolan's intense biographical drama "Oppenheimer" explored the life of J. Robert Oppenheimer and the creation of the atomic bomb, while Greta Gerwig's "Barbie" was inspired by the iconic doll. The stark contrast between the two films captivated both audiences and the media.  

The phenomenon was fueled by social media buzz, memes and fans' enthusiasm for the unique cinematic experience of watching two drastically different films back-to-back. This boosted box office numbers for both movies and created a shared cultural moment transcending typical movie-going experiences. The playful rivalry and the combined marketing efforts led to unprecedented social media engagement , making "Barbenheimer" a standout event in 2023. 

How did it help?    The movie had grossed $1.45 billion worldwide , including $636 million in North America. Barbie was the top-grossing film of 2023, largely due to its strong social media engagement. In fact, in a Statista survey, more than half of the respondents claimed that they primarily learned about the movie through social media. 

• Generate buzz: The Barbie social media marketing campaign is a true masterclass in creating viral content. It clearly demonstrates that, when utilized effectively, social media can be an incredibly powerful tool for bringing a brand, product or film into the spotlight. Your marketing message becomes more powerful when it consistently appears in the feeds of your target audience .   

🤔 Are you looking to be in the public eye consistently?   

To be the talk of the “global town,” you need to be steady with your posting and ensure that your content is delivered at the ideal times. However, keeping track of all your social media posts and activities can often seem like a Herculean task. Though, there is a quick way to simplify all that manual heavy lifting.  

Sprinklr's Social Media Publishing & Engagement tool helps you streamline the organization, planning and execution of your social media content. With it, you can:

👁️ Get a complete overview of your posts, events and campaigns  

📚 Publish across 30+ channels at the same time 

🖼️ View comments, mentions and messages across channels in a single space 

🔎 Monitor the performance of your paid, owned and earned media in one single dashboard 

Pro Tip💡: Ensure your top content receives the exposure it merits. Influencers offer a distinctive viewpoint that authentically resonates with customers and potentially influences purchasing decisions. As such, using a tool like Sprinklr's AI-led Influencer Marketing Platform can help you find the right influencers across multiple demographics. It identifies the best-suited influencers to maximize the reach, authenticity and impact of your marketing message, and it also gives deeper insights into their performance. 

• Innovate to resonate: Barbie's marketing campaign showcased various inventive strategies to captivate fans. Due to the interactive experiences offered through the film's promotion, audiences remained eagerly anticipating its release. For instance, typing "Barbie," "Margot Robbie," "Ryan Gosling" or "Greta Gerwig" into Google search triggered a magical makeover and turned the screen pink with sparkles, thrilling fans worldwide. 
• Be inclusive: The Barbie campaign embraced inclusivity by appealing to various audiences. By featuring diverse characters and themes in its marketing materials, Barbie made audiences feel represented and included in the brand's narrative. The propagation of social media accessibility and inclusivity strengthened Barbie's connection with its fan base and drew new audiences.

Related Read: 10+ Ideas for Social Media Posts That Move the Needle  

#3: Shiseido Japan 

Shiseido Japan is a renowned global beauty and cosmetics company with a rich heritage of combining Eastern aesthetics and Western science. The company has established itself as a leader in the beauty industry and is known for its innovative skincare, makeup and fragrance products.  

Why this campaign?    Historically, Shiseido Japan's makeup marketing teams collaborated with agencies to monitor social media performance. They relied on agency-provided reports or manually checked each social account, which prevented them from responding quickly to any issues. In 2021, Shiseido Japan decided to overhaul the marketing strategies for makeup brands like MAQuillAGE, Snow Beauty, INTEGRATE and MAJOLICA MAJORCA. 

What did they do?    Shiseido adopted Sprinklr's Unified-CXM platform to transform its marketing teams. It helped them collaborate effortlessly by combining tools and data on a single platform.

Pro Tip💡: Automate and manage workflows , such as campaign deployment and reporting, to free up time for teams to focus on strategic initiatives. Look for platforms or software solutions that offer features such as campaign scheduling, account addition via emails and customizable dashboards. Modern platforms like Sprinklr Social and Sprinklr Insights are purpose-built for this task, with all the aforementioned offerings and more. They unify channels, tools and data, providing a comprehensive view of the customer.

How did it help?    Sprinklr significantly enhanced Shiseido's social media management by centralizing all media accounts on a single platform. It allowed the marketing teams to access real-time data through customized dashboards and generate automated, shareable reports, enabling better social media measurement. This resulted in a 244% increase in overall owned media account performance in 2022.  

The shift to Sprinklr also facilitated a new data-driven culture for social campaigns, moving away from guesswork. Teams could validate ideas, check for viral potential using past trends and analyze campaign performance against social media KPIs (key performance indicators), making the necessary adjustments for future campaigns. This structured approach resulted in better campaign outcomes. Mentions of Shiseido's makeup brands on social media through user-generated content (UGC) increased by 406% in 2022, when compared to 2021. 

• Facilitate data-driven decision-making: Like Shiseido, consider investing in technologies like Sprinklr's Unified-CXM platform . It will transform your decision-making processes by providing real-time actionable insights by analyzing data collected across multiple channels.  
• Prioritize social listening : Make sure you prioritize social listening to analyze audience sentiment, track trends and identify opportunities for brand engagement. By actively monitoring social media conversations, engaging with your audience and leveraging UGC, you can foster authentic connections with your customers. 
• Customize your dashboards: Tailor your social media analytics tools to your unique needs, just like Shiseido did with Sprinklr's dashboards. By customizing metrics and dashboards to track social media KPIs relevant to your business goals, you'll gain deeper insights into your social performance. 

Read More : Sprinklr’s Social Media Case Study on Shiseido Japan

How do you write a social media growth case study?  

Now that we’ve examined some great social media case studies, let's explore how you can create one. Here’s how you can structure and populate one on your own:  

1. Introduction 

• Introduce the brand: Start by briefly introducing the brand whose social media growth you are examining. 
• State the purpose: Explain the purpose of the case study and what you aim to demonstrate. 

2. Background

• Ground zero: Describe the initial state of the brand's social media presence. Include metrics like follower count, engagement rates and notable challenges. 
• Objectives: Clearly outline the brand's goals for social media growth. These could be increasing followers, boosting engagement or enhancing brand awareness . 

3. Strategy 

• Target audience: Define the target audience for social media efforts. 
• Platform selection: Explain which social media platforms were chosen and why. 
• Content strategy: Explain what types of content were created and their messaging. 
• Campaigns: Describe the brand’s advertising campaigns, apart from influencer partnerships, paid advertising or user-generated content campaigns. 

4. Implementation 

• Timeline: Provide a timeline of key activities and milestones. 
• Resources: Discuss the resources used, including team members, tools and budget. 

5. Metrics 

• Growth metrics: Present metrics that indicate growth, such as changes in follower count, engagement rates, reach and impressions . 
• Additional metrics: Include other relevant metrics like click-through rates, conversion rates and social media ROI . 

6. Results 

• Compare and contrast: Compare the initial metrics with the final results to show the growth. 
• Achievements: Highlight major achievements and milestones reached during the campaign. 

7. Solutions 

• Obstacles: Discuss any challenges faced during the campaign. 
• Fixes: Explain how these challenges were addressed and what solutions were implemented. 

8. Takeaways 

• Successful strategies: Summarize the social media growth strategies that worked well and contributed to success. 
• Lessons learned: Reflect on what could have been done differently and any lessons learned for future campaigns. 

9. Conclusion 

• Summary: Recap the main points and results of the case study. 
• The future: Briefly mention any next steps for the brand’s social media strategy. 

10. Visual elements  

• Charts and graphs: Use reporting charts and graphs to visually represent the data and growth metrics. 
• Screenshots: Include screenshots of successful posts, campaign highlights and other visual elements.  

Final thoughts  

These social media case studies showcase innovative strategies for capturing audience attention and driving significant engagement. However, this is easier said than done. The challenge for large brands in social media marketing lies in effectively leveraging data insights and managing multiple channels. 

Sprinklr Social can help you with this. It offers real-time actionable data insights, streamlines social media management and enables personalized engagement with audiences. The platform is trusted by global companies for its in-depth listening, unmatched channel coverage of 30+ digital channels and enterprise-grade configurability. This is so you’re always in the know of every customer interaction. The best part? It automates your end-to-end social media management with the industry-leading Sprinklr AI and accelerates content creation with top-tier generative AI capabilities. 

Keen to find out how this software can elevate your social media marketing efforts?  

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