The way to Write a Case Examine (+10 Examples & Free Template!)



Ah, the case examine: Some of the vital items of promoting content material for a enterprise, and but all too typically, additionally probably the most boring. The issue with that is, lose a reader and also you lose a buyer. It doesn’t must be this fashion!

marketing case study template

On this information, I’m going to point out you the way to write a case examine that prospects will really need to learn. An enticing, inspiring, and convincing case examine that turns readers into prospects.

Desk of contents

What’s a case examine?

A case examine is a self-contained story about how an actual buyer overcame their issues utilizing your services or products. Discover how I used the phrase story. Entrepreneurs are obsessive about the notion of “storytelling” (often with out really telling tales), however a superb case examine is a narrative with protagonist (your buyer) who has an issue however who wins out in the long run.

what is a case study - example of intercom case study

This case examine instance by Intercom places faces to the identify of their protagonist, Atlassian.

By the tip of a case examine, the reader ought to have the ability to visualize themselves because the hero of their very own story. They need to have the ability to relate to the issues of your featured buyer, and see themselves attaining their very own targets through the use of your services or products.

Why write a enterprise case examine?

Case research will not be as horny as a viral weblog put up, and as such they’re typically ignored in favor of different content material codecs. This begs the query – why create advertising and marketing case research in any respect?

The reply is as a result of they’re actually efficient.

how to write a case study - chart showing case studies as most trusted content

How lengthy ought to a case examine be?

This varies by trade (a kitchen transforming enterprise might in all probability inform their complete story in footage whereas a software program invoicing answer, not a lot), however listed here are some pointers:

  • Most assets inform you {that a} case examine must be 500-1500 phrases.
  • We additionally encourage you to have a outstanding snapshot part of 100 phrases or much less.
  • The outcomes and advantages part ought to take the majority of the phrase rely.
  • Don’t use extra phrases than you want. Let your information, pictures, and prospects quotes do the speaking.

What a advertising and marketing case examine is NOT

A case examine is an on-brand, data-driven, goal useful resource for potential prospects to achieve confidence in your small business. Here’s what they don’t seem to be.

  • Case research will not be press releases. Though case research can be utilized to accompany new product launches, they don’t seem to be merely autos to speak about new merchandise. The truth is, you need to make your case research as evergreen as doable so you may get probably the most mileage out of them.
  • Case research aren’t ads. Bits and items of instances research can be utilized on touchdown pages and even in advert copy, however the case examine itself shouldn’t be an advert. It’s not about roping in a buyer or utilizing thrilling or embellishing phrases. It’s about sharing the information.
  • Good case research will not be about your organization. They’re in regards to the buyer’s journey. Most case research are bland, immediately forgettable crap as a result of entrepreneurs ignore the truth that case research are tales in probably the most literal sense. They get preoccupied with issues like model voice or messaging matrices and neglect to leverage the narrative type that makes tales so compelling. Or, even worse, they merely can’t cease themselves from harping on about how nice their firm is, the gravest of sins when case research are involved.

The way to write a case examine: steps & format

Now that we’re clear on what a advertising and marketing case examine is (and isn’t), in addition to why try to be producing them, let’s speak about the way to really write a case examine price studying.

  1. Clear headline: Like a newspaper headline, it ought to give crucial data. A subtitle with supporting particulars or a buyer quote is optionally available.
  2. Snapshot: Present the TLDR prominently on the prime, together with the consumer’s identify/trade, the product/service used, and fast end result stats.
  3. Consumer introduction: One or two sentences describing the client and a spotlight about them.
  4. Drawback: State the issue/objective, penalties, and any hesitations the client had. Embrace quotes.
  5. Answer: Share how they discovered you, why they selected you, what answer they selected, and the way it was carried out. Embrace quotes.
  6. Outcomes: Describe the outcomes and the advantages, in addition to any bonus advantages that got here of it. Embrace quotes.
  7. Conclusion: Share extra reward from the client and phrases of recommendation they’ve for different individuals/companies like them.

marketing case study template

Click on to view full-size.

A case examine instance

Let’s go into the small print on every one of many steps above, utilizing a fictional instance. Our enterprise is Kumbo Digital and our consumer is Currigate.

1. Begin with a transparent headline

This must be like a newspaper headline that provides crucial data. A subtitle with supporting particulars or a buyer quote is optionally available.

Currigate Plugs $12k in Revenue Leaks with Kumbo Digital

2. Present a snapshot

There must be a piece on the prime with the vital particulars. This consists of

  • Buyer identify/class/trade
  • Product/service used
  • Outcomes (ideally three stats)

3. Introduce the consumer

Share one to 2 sentences together with your buyer’s identify, trade, location, and a spotlight.

Currigate is a software program service that provides extremely customizable subscription packages to banks, brokers, and traders within the mortgage lending market. 

4. State the issue, penalties, & hesitations

Clarify the difficulty the client was going through or the objective they had been having a tough time reaching—in addition to the damaging outcomes.

Whereas this excessive degree of customization is what units Currigate aside from its opponents, it additionally requires a number of functions with disparate information and heavy handbook work. Account homeowners had been spending a lot time handle invoicing, there was little left over to construct relationships with purchasers, keep on prime of overages, and upsell. This was resulting in leaks in profitability and a weakening of customer support. 

Embrace buyer quotes in addition to any hesitancies they’d with utilizing a services or products like yours.

“We had been getting in our personal manner,” mentioned Melanie Grigham, Currigate’s VP of Operations. “Our buyer relationships had been beginning to falter, and we knew we needed to do one thing. However the considered manipulating simply considered one of our information sources—not to mention all seven—was scary. There have been so many random connections in place and a lot confidential data, we couldn’t danger all of it breaking.”

5. Describe the answer

Share how the client discovered your small business and why they selected you.

Grigham realized about Kumbo Digital via none aside from Google analysis and determined to get in contact. “The considered explaining the entire thing felt daunting, however I used to be relieved to listen to [the rep] ending my sentences for me!”

Embrace which particular services or products they selected, the way it was carried out, and the way the client used it. Keep transient!

After studying the small print of the scenario, the Kumbo staff proposed a customized answer that might combine all the information sources into one dashboard. “I used to be hesitant at first, however they confirmed me a small scale instance which helped me to know a little bit extra about how it could work. I appreciated their endurance with me as I took a while to decide.”

Grigham lastly went with it. The dashboard took three weeks to implement and the info migration took slightly below a day.

6. Share the outcomes & advantages

Share how the consumer used your product/service, what the outcomes had been, and the advantages. Embrace direct quotes and clear proof (statistical information, before-and-after pictures, time-lapse movies, and many others.)

With the brand new platform, Currigate’s account managers might entry all seven information sources—in addition to generate, monitor, ship, and approve invoices—multi function place. Time spent invoicing went from days to hours, releasing up time for them to have interaction with prospects and work towards strategic targets. “Our workers are much less bogged right down to the purpose the place they’re asking to tackle extra purchasers—which is extraordinary.”

The redesigned and simplified product catalog (206 product codes as an alternative of 1,024) has additionally made it simpler for them to upsell in addition to suggest combos for particular wants. “Generally our new purchasers don’t know what they need, and that is good for giving them a place to begin.”

As well as, Currigate was capable of establish $12,403 price of overages they wouldn’t have caught in any other case. “Now, we will make sure that their prospects are being billed appropriately (which is nice for us) and receiving the companies finest match for his or her dynamic wants (which is nice for them). It’s a win-win.”

7. Conclude with phrases of recommendation and a CTA

Share the place the consumer is headed, any extra quotes or reward, and/or their recommendation for related potential purchasers.

As we speak, Currigate’s distinctive subscription mannequin is as sturdy as ever. It’s even contemplating opening as much as new markets. “We by no means thought we’d attain this level so quickly—we thought new markets was years down the road,” mentioned Melanie. When requested what recommendation she had for different companies like hers, she talked about mixing religion and information. “You’ve acquired to do your analysis to discover a trusted supplier, however on the finish of the day, all of it comes right down to a leap of religion, and generally you simply must do it.”

End off with a CTA to contact your small business and/or a hyperlink to view extra case research.

Tips about the way to write a case examine that prospects will need to learn

Alright, in order that was a fundamental instance of a case examine, however there’s extra to it than simply the phrases that comprise it. Listed here are eight tricks to write a fantastic case examine that prospects will need to learn and that can assist shut offers.

1. Make it as simple as doable for the consumer

Identical to when asking for critiques, it’s vital to make the method as clear and simple as doable for the consumer. While you attain out, ask if you need to use their story of accomplishment as a case examine for your small business.

Make the small print as clear as doable, together with:

  • The method (20 minute interview, comply with up with a draft for his or her approval).
  • The place the case examine will stay (in your web site? in PDFs shared by gross sales reps? and many others.)
  • Their choices for the interview (in particular person, cellphone/video name, through e mail).
  • Any advantages (publicity on social, for instance).

The clearer the image you paint for them, the extra receptive they’ll be to sharing their time with you.

2. Embrace a outstanding snapshot with the outcomes

Whereas a superb case examine is sort of a story, you don’t need to maintain out in your reader till the tip. You need them to know the outcomes proper off the bat, then they’ll learn additional to learn how these outcomes had been achieved. Within the instance under, the general image is made clear with the title (The Loot Field Makes use of Advert Manufacturing facility and Content material Advertising and marketing to Drive Gross sales) and the three stats under it.

how to write a case study - make results clear

Picture supply

3. Select an fascinating angle

Other than kitchen transforming and web site makeovers, it may be onerous to make a case examine compelling. However there’s all the time room for creativity.

  • Concentrate on notably fascinating prospects who use your product in a singular manner or who’ve a extra excessive scenario.
  • Weave a theme into the story that connects your trade with theirs (this would possibly imply puns).
  • Hook the reader at the start with a teaser about the perfect end result within the examine.
  • Incorporate the consumer’s distinctive persona into the story.

The extra compelling your angle, the higher the story. The higher the story, the extra partaking your case examine will probably be. In Mailchimp’s case examine instance under, the client identify (Good Dye Younger), compelling headline, and expressive picture all work collectively to offer this case examine life.

how to write a case study - mailchimp example

4. However make it relatable to all prospects

Your angle is the “hook” that can catch your viewers’s consideration, but it surely’s important that ALL prospects can relate to and establish with the issues encountered by your case examine’s “protagonist.” This implies catering to your core demographics and goal markets, and fixing the issues mostly skilled by your prospects.

The identical Mailchimp case examine instance above finishes off with an “recommendation for different small companies” part:

how to write a case study - mailchimp example with advice section

5. Make them visually interesting (and constant)

We already know that case research aren’t probably the most thrilling reads, so don’t make it worse by throwing a bunch of textual content and numbers onto a web page. A great case examine is skimmable, visible, and arranged.

example of clean business case study

Clear, organized, and skimmable. 

No matter format you go together with, use it for your whole case research. This won’t solely show you how to to streamline the method but additionally make it simpler for prospects to digest the data.

6. Be the supporting character, not the hero

Your organization ought to all the time be positioned as a serving to hand that helped the actual hero of the story—your consumer—overcome their impediment. There are two causes this strategy is so efficient. Firstly, you need your viewers to visualise themselves because the protagonist of the case examine. That is way more troublesome when you received’t cease speaking about how nice your organization or product is. Secondly, adopting a extra humble tone will help enhance your credibility within the thoughts of the reader.

  • Allbird’s omnichannel conversions soared
  • Gymshark scaled internationally
  • Staples replatformed in half the time
  • Bombas saved $108,000 a 12 months
how to write a case study - shopify examples

7. Let your purchasers inform their very own story

As a storyteller, it’s your job to craft a compelling narrative about how your featured consumer triumphed over the forces of evil utilizing your services or products, however that doesn’t imply your protagonist doesn’t have their very own voice.

Allow them to inform the story in their very own phrases after which incorporate direct quotes into your narrative. This can break up your textual content, enhance credibility, and make your protagonist a tangible character that readers can relate to. Take an interview fashion format and use paraphrasing and annotations so the textual content isn’t repetitive. Arrange the segue and create room to your consumer’s quote, and allow them to do the remaining.

how to write a case study - example of paraphrase and quote

View the total case examine instance right here.

8. Have sensible expectations

Sure, we need to create a helpful, useful useful resource for potential prospects, however let’s be actual—no one’s successful a Pulitzer for a case examine, and it received’t be going viral on social media, irrespective of how well-written it’s.

Case research are little greater than instruments for use by both self-motivated prospects researching your organization, or by gross sales professionals as instruments to assist persuade prospects to transform. Nothing extra. They’re designed for audiences which can be already strongly contemplating changing into your prospects, which is a smaller however extra certified group of individuals than your normal viewers.

So don’t be disheartened in case your case examine content material doesn’t appeal to as a lot site visitors or engagement as your finest and even common content material. They’re not meant to. However that doesn’t imply you need to cease creating them or begin obsessing over the way to enhance them.

Enterprise case examine examples

Listed here are some enterprise case examine examples that put the information on this information into play.


Name us biased, however LOCALiQ’s case examine format is fairly rad. What we like about it:

  • Excessive-quality visible on the prime.
  • Instant snapshot of buyer and outcomes.
  • Clear-cut sections with challenges, options, and outcomes.
  • Buyer quotes layered in with paraphrasing and commentary.

marketing case study examples - localiq

Learn this case examine instance.


You noticed a sneak peek of this above! What we like about it:

  • Particular care given to offer the consumer a face and a glowing description.
  • Good mixture of actual pictures with graphics (considered one of our touchdown web page design tendencies).
  • Newspaper headline strategy (with a rhyme!): Atlassian powers gross sales with assist at scale with Intercom
  • Distinguished information outcomes
  • Snapshot sidebar on the left with consumer data and options used.

marketing case study examples - intercom

Learn this case examine instance.


After the “Good Dye Younger” instance earlier, how might we not embrace one other Mailchimp case examine? What we like about it:

  • Compelling headline: How Stretch & Flex Began and Grew Throughout a Pandemic
  • How the subtitle aids within the TLDR: Surveys helped the digital Pilates studio make fast changes and plan for lengthy‑time period success.
  • Colourful, expressive pictures and clear snapshot.
  • Alternating background colours to tell apart the quotes and stats—the perfect components of the story, after all.
  • Conclusion with recommendation to small companies.

marketing case study examples - mailchimp

Learn this case examine instance.


Wrike takes the case examine snapshot to the subsequent degree on this instance. What we like about it:

  • Places a face to the identify of the consumer, identical to Intercom does.
  • Good mixture of pictures and graphics collectively (like Intercom).
  • Mega snapshot that mainly offers you all the data you want.
  • Vivid inexperienced end result information.

marketing case study examples - wrike

Learn this case examine instance.


Our remaining advertising and marketing case examine instance comes from Slintel, a go-to-market intelligence software program. What we like about it:

  • Enticing headline: Leoforce sees 2x enhance in conferences booked with Slintel
  • Coordination of picture with branding colours.
  • That it’s written by their RevOps supervisor (what’s RevOps?).
  • Descriptive headings: The Problem: Cleansing up unhealthy information.
  • Massive outcomes information and outstanding quote callout packing containers.

marketing case study examples - slintel

View full case examine right here

Advertising and marketing case examine templates

To make issues simple for you, I’ve compiled the information and examples right into a advertising and marketing case examine template, in doc type, that you need to use to put in writing your personal.

Use these case examine examples & tricks to get began with your personal

No two companies are alike, and case research range extensively by way of fashion, tone, and format. One factor that each one advertising and marketing case research share, nevertheless, is their objective – to persuade prospects that doing enterprise with you is a good suggestion. With these case examine steps, ideas, examples, and templates, you’ll be nicely in your strategy to producing tales your prospects will really need to learn.



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