importance of case study in marketing

• Business Essentials
• Leadership & Management
• Credential of Leadership, Impact, and Management in Business (CLIMB)
• Entrepreneurship & Innovation
• Digital Transformation
• Finance & Accounting
• Business in Society
• For Organizations
• Support Portal
• Media Coverage
• Founding Donors
• Leadership Team

• Harvard Business School →
• HBS Online →
• Business Insights →

Business Insights

Harvard Business School Online's Business Insights Blog provides the career insights you need to achieve your goals and gain confidence in your business skills.

• Career Development
• Communication
• Decision-Making
• Earning Your MBA
• Negotiation
• News & Events
• Productivity
• Staff Spotlight
• Student Profiles
• Work-Life Balance
• AI Essentials for Business
• Alternative Investments
• Business Analytics
• Business Strategy
• Business and Climate Change
• Creating Brand Value
• Design Thinking and Innovation
• Digital Marketing Strategy
• Disruptive Strategy
• Economics for Managers
• Entrepreneurship Essentials
• Financial Accounting
• Global Business
• Launching Tech Ventures
• Leadership Principles
• Leadership, Ethics, and Corporate Accountability
• Leading Change and Organizational Renewal
• Leading with Finance
• Management Essentials
• Negotiation Mastery
• Organizational Leadership
• Power and Influence for Positive Impact
• Strategy Execution
• Sustainable Business Strategy
• Sustainable Investing
• Winning with Digital Platforms

5 Benefits of Learning Through the Case Study Method

• 28 Nov 2023

While several factors make HBS Online unique —including a global Community and real-world outcomes —active learning through the case study method rises to the top.

In a 2023 City Square Associates survey, 74 percent of HBS Online learners who also took a course from another provider said HBS Online’s case method and real-world examples were better by comparison.

Here’s a primer on the case method, five benefits you could gain, and how to experience it for yourself.

Access your free e-book today.

What Is the Harvard Business School Case Study Method?

The case study method , or case method , is a learning technique in which you’re presented with a real-world business challenge and asked how you’d solve it. After working through it yourself and with peers, you’re told how the scenario played out.

HBS pioneered the case method in 1922. Shortly before, in 1921, the first case was written.

“How do you go into an ambiguous situation and get to the bottom of it?” says HBS Professor Jan Rivkin, former senior associate dean and chair of HBS's master of business administration (MBA) program, in a video about the case method . “That skill—the skill of figuring out a course of inquiry to choose a course of action—that skill is as relevant today as it was in 1921.”

Originally developed for the in-person MBA classroom, HBS Online adapted the case method into an engaging, interactive online learning experience in 2014.

In HBS Online courses , you learn about each case from the business professional who experienced it. After reviewing their videos, you’re prompted to take their perspective and explain how you’d handle their situation.

You then get to read peers’ responses, “star” them, and comment to further the discussion. Afterward, you learn how the professional handled it and their key takeaways.

Learn more about HBS Online's approach to the case method in the video below, and subscribe to our YouTube channel for more.

HBS Online’s adaptation of the case method incorporates the famed HBS “cold call,” in which you’re called on at random to make a decision without time to prepare.

“Learning came to life!” said Sheneka Balogun , chief administration officer and chief of staff at LeMoyne-Owen College, of her experience taking the Credential of Readiness (CORe) program . “The videos from the professors, the interactive cold calls where you were randomly selected to participate, and the case studies that enhanced and often captured the essence of objectives and learning goals were all embedded in each module. This made learning fun, engaging, and student-friendly.”

If you’re considering taking a course that leverages the case study method, here are five benefits you could experience.

5 Benefits of Learning Through Case Studies

1. take new perspectives.

The case method prompts you to consider a scenario from another person’s perspective. To work through the situation and come up with a solution, you must consider their circumstances, limitations, risk tolerance, stakeholders, resources, and potential consequences to assess how to respond.

Taking on new perspectives not only can help you navigate your own challenges but also others’. Putting yourself in someone else’s situation to understand their motivations and needs can go a long way when collaborating with stakeholders.

2. Hone Your Decision-Making Skills

Another skill you can build is the ability to make decisions effectively . The case study method forces you to use limited information to decide how to handle a problem—just like in the real world.

Throughout your career, you’ll need to make difficult decisions with incomplete or imperfect information—and sometimes, you won’t feel qualified to do so. Learning through the case method allows you to practice this skill in a low-stakes environment. When facing a real challenge, you’ll be better prepared to think quickly, collaborate with others, and present and defend your solution.

3. Become More Open-Minded

As you collaborate with peers on responses, it becomes clear that not everyone solves problems the same way. Exposing yourself to various approaches and perspectives can help you become a more open-minded professional.

When you’re part of a diverse group of learners from around the world, your experiences, cultures, and backgrounds contribute to a range of opinions on each case.

On the HBS Online course platform, you’re prompted to view and comment on others’ responses, and discussion is encouraged. This practice of considering others’ perspectives can make you more receptive in your career.

“You’d be surprised at how much you can learn from your peers,” said Ratnaditya Jonnalagadda , a software engineer who took CORe.

In addition to interacting with peers in the course platform, Jonnalagadda was part of the HBS Online Community , where he networked with other professionals and continued discussions sparked by course content.

“You get to understand your peers better, and students share examples of businesses implementing a concept from a module you just learned,” Jonnalagadda said. “It’s a very good way to cement the concepts in one's mind.”

4. Enhance Your Curiosity

One byproduct of taking on different perspectives is that it enables you to picture yourself in various roles, industries, and business functions.

“Each case offers an opportunity for students to see what resonates with them, what excites them, what bores them, which role they could imagine inhabiting in their careers,” says former HBS Dean Nitin Nohria in the Harvard Business Review . “Cases stimulate curiosity about the range of opportunities in the world and the many ways that students can make a difference as leaders.”

Through the case method, you can “try on” roles you may not have considered and feel more prepared to change or advance your career .

5. Build Your Self-Confidence

Finally, learning through the case study method can build your confidence. Each time you assume a business leader’s perspective, aim to solve a new challenge, and express and defend your opinions and decisions to peers, you prepare to do the same in your career.

According to a 2022 City Square Associates survey , 84 percent of HBS Online learners report feeling more confident making business decisions after taking a course.

“Self-confidence is difficult to teach or coach, but the case study method seems to instill it in people,” Nohria says in the Harvard Business Review . “There may well be other ways of learning these meta-skills, such as the repeated experience gained through practice or guidance from a gifted coach. However, under the direction of a masterful teacher, the case method can engage students and help them develop powerful meta-skills like no other form of teaching.”

How to Experience the Case Study Method

If the case method seems like a good fit for your learning style, experience it for yourself by taking an HBS Online course. Offerings span eight subject areas, including:

• Business essentials
• Leadership and management
• Entrepreneurship and innovation
• Digital transformation
• Finance and accounting
• Business in society

No matter which course or credential program you choose, you’ll examine case studies from real business professionals, work through their challenges alongside peers, and gain valuable insights to apply to your career.

Are you interested in discovering how HBS Online can help advance your career? Explore our course catalog and download our free guide —complete with interactive workbook sections—to determine if online learning is right for you and which course to take.

About the Author

The Ultimate Guide to Marketing Case Studies

Everything you need to know about creating effective marketing case studies that will help you convert more leads.

FREE DOWNLOAD: CASE STUDY TEMPLATES

Showcase success using compelling case studies.

Updated: 12/02/21

Published: 02/16/16

Put yourself in your customer’s shoes and imagine you were considering purchasing a new product.

Would you be more inclined to:

A) Chat with a salesperson — while trying to block out the tiny voice in your head reminding you that they’re working on commission?

B) Review a case study about a customer who used that product to solve a problem similar to yours?

Probably option B, right? That’s because we put more trust in word-of-mouth marketing than we do salespeople.

The way people consume information has changed, and buyers have all the resources they need to make decisions about what to purchase. Companies can either continue marketing the old, less effective way … or they can embrace these changes and let their customers do the work for them through testimonials, reviews, word-of-mouth marketing, and marketing case studies.

Customers trust other customers — the companies that recognize this will benefit in the long run and grow better.

Plenty of companies have already proven how beneficial marketing case studies can be. They are the most popular form of self-promotional marketing used by marketing agency executives in the U.S. Additionally, 88% of surveyed B2B marketers say that customer case studies are considered to be their most impactful content marketing tactic.  

While chatting with a salesperson can be helpful, and even preferable for some, it’s clear that having marketing case studies on your website can be beneficial. Case studies answer potential customers’ questions, demonstrate success, build company-wide credibility, increase conversions , and most importantly, eliminate bias so your customer can make a confident decision to buy your product.

What Is a Marketing Case Study?

Marketing case studies analyze the ways that a customer uses a product or service. They describe a challenge the customer faced, the solutions they considered, and the results they experienced after their purchase. Strong case studies can compel others to buy a product.

Benefits of Case Studies

Converting Leads with Case Studies

Choosing a Case Study Format

Conducting a Case Study Interview

Benefits of Marketing Case Studies

The use of marketing case studies is beneficial to companies of all sizes and customers of all backgrounds. Well-crafted marketing case studies provide potential customers with engaging content that excites them to buy your product.

They Tell a Relatable Story

Case studies often involve an interview with a customer that has had success using your product. Before choosing a customer for an interview, consider who you’re targeting. Your case studies should appeal to your buyer persona .

When your target customer feels connected to your case studies, they will feel more confident in their purchase.

Consider this: You’re buying a new software for your team. You have a few possible options in mind, so you head to their respective websites to do your own research. The first two options sound good on paper (or rather, on screen), but you want a solution you can really trust. Something that is preferably not written by the company itself.

The third site you go to has a landing page that includes a few case studies. One of the case studies features an interview with an employee at a company similar to yours. You listen to that person describe challenges that they faced prior to getting the software — challenges that sound a lot like the ones you and your team currently face. The interviewee then talks about the ways that their software purchase resolved their pain points.

Wouldn’t the case study you found on the third website make you feel confident that the software could help your team, too?  

The key to creating relatable case studies is considering your buyer personas. That means considering demographics, company size, industry, etc. and selecting a person that the majority of your potential customers will feel a connection.

They Demonstrate Success

Take a look at HubSpot’s case study landing page . Check out the wide range of case studies listed. Notice how these case studies cover all types of industries, a wide variety of locations, different company sizes, and more.

If there are so many companies using HubSpot — to solve a vast array of challenges — then wouldn’t you assume HubSpot has a solid product that you could trust, too?

Case studies demonstrate success by showing potential customers that current customers — who once had challenges similar to their own — solved their pain points by making a purchase.

They Help Build Credibility

Credibility is what gives the people around you a reason to trust you.

For example, let’s say you’re looking at a product on Amazon , and you scroll down to the customer review section. You find that almost everyone has given the product a five-star rating or has written a positive comment about their experience. These comments and ratings build credibility for that product and brand.

Marketing case studies help your company build credibility. They also convince prospects to give your product a try when they see how many people already trust you, love your products, and believe in your mission.

They Help You Convert Leads

Case studies are a bottom-of-funnel strategy that will help you convert more leads . If a prospect is on the fence about your product, case studies are the marketing technique that will push them closer to that purchase decision.

For example, if a potential customer visits your website and they watch (or read) multiple case studies explaining the ways that customers have had success with your product, then they too may feel excited to become a customer.  

If that same prospect just left your competitor’s website where there were no case studies, your solution then becomes an easy sell … and your competitor becomes obsolete.

Marketing case studies retain value over long periods of time — meaning the same study has the potential to convert leads for years . Unless you have a revamp or a complete update of the product being referred to in your case study, it can remain on your website as long as you see fit.

Marketing Case Study Template

Now that we’ve reviewed the reasons why you should have case studies on your site, you might be wondering how to actually create a marketing case study.

First, it’s no secret that video content is more effective than written content. So, if you can create a video case study, do it. If not, be sure to include images throughout your written case study to break up the text and provide visual stimulation for readers.

Second, remember one size does not fit all when it comes to creating case studies. They vary in length, format, content, and style based on what experience you want to provide for your potential customers.

Keep this in mind as we go through the following example … some of the content here might work perfectly in your case study, and some might need to be modified.

If you need some guidance, check out HubSpot’s Case Study Creation Kit .

1. Choose Your Case Study Format

To determine which format you want to use for your case study, think about what type of content would be most beneficial for your buyer personas. You should consider what challenges your buyer personas might face, what types of industries they work in, their locations, and their business demographics.

Two commonly used marketing case study formats to consider include an exposé and a transcription.

An exposé is an interview technique that covers specific details about a topic, event, or individual. If you look back at the case studies on the HubSpot landing page , you’ll see the exposé format in action. The director, or author, is conducting the interview, leading conversation, and asking the interview subject questions about their interactions with HubSpot.

Tip: When you’re recording a video interview for your case study, make sure the interview subject repeats your question before providing an answer.

For example, if you ask them, “What challenge did our product help you overcome?” you don’t want them to simply say “organizational challenges.” The editing process will cut your voice out of the interview, and their response won’t make sense. Instead, make sure they answer all questions as a complete statement such as, “This product helped us overcome several organizational challenges.”

Transcription

This is a simpler case study format. It’s a transcription of an interview with your customer , meaning there is typically a significant amount of text for potential customers to read through.

Be sure to include the interview questions throughout this type of case study so readers know exactly what the interview subject is referring to. Lastly, feel free to pair your transcription with a series of images or even video to break up the text.

2. Conduct the Interview

The interview is the most important part of the case study … and quality matters. Strong interviews and videos take time . It’s not unusual to conduct a one to two-hour interview just to get a solid two minutes of video to use in your case study.

During the interview, you should ask your customers about their lives prior to purchasing your product, what it was like to acquire your product, and how their company’s future has changed because of their purchase.

If possible, record the interview. If not, be sure to use a transcription or audio recording device to ensure accurate quotes and statements throughout your case study.

Here are some sample questions for you to consider:

Ask about the customer’s life prior to your product.

• Who are you? What is your title? What does your company do?
• What challenges were you experiencing that made you realize you needed a solution?
• Why was finding a solution to this challenge important?

Ask what it was like finding and purchasing your product.

Capture general commentary — information that anyone could understand — from your interview subject in this section so potential customers can relate no matter their background or experience.

• How did you find our product? What was your experience like while purchasing our product?
• Ask about your customer’s criteria during their search for a solution. What was crucial versus what was nice to have?
• What were the results that came from using our product? How did our product solve your challenge?
• Ask for numerical results and hard data. Get proof of these from your interview subject (or even your own company if you have records).
• What were you able to start doing as a result of our product working for you? What are the intangible results of our product?

Ask about the impact that the product has had on your customer’s life.

• How did our product change your view of your company’s future?
• What are you excited about moving forward?
• What would your future be like without our product?

After conducting your interview, it’s time to actually put your case study together.

Edit your interview down to the most important, relevant information for potential customers to learn about your product. Cut that hour-long video interview down to a minute or two of the best clips.

If your interview is going to become a written case study, include the very best quotes. Make it easy to read by separating your information with the help of headers, bulleted lists, images , and bold or italicized text.

3. Incorporate Your Case Study in Your Marketing and Sales Processes

Determine how to best use the case study in your marketing and sales processes. Here are a few ideas:

Create a case study library.

By creating a case study library on a landing page — similar to the HubSpot landing page or this page by Fractl — you provide your potential customers with an easy way to learn about your products and company as a whole.

Source : Fractl

A case study library or landing page will prevent potential customers and leads from having to dig around on your website for any product information they’re searching for. If this information is not easily accessible, they could lose interest, become frustrated, leave your website, or even find an alternative solution on a competitor’s site.

Case study landing pages and libraries also help build credibility, look official, and typically bring in a lot of traffic — both through people searching for your company’s website and organic search.

According to Fractl , their case study landing page is the second most-visited page on their entire website. Additionally, it is their fourth most-visited page through organic search. Lastly, they’ve seen a huge boost in converting visitors to leads since the creation of their case study landing page — half of Fractl’s leads view at least one of their case studies.

Surround your case studies with social proof.

If so many people are saying it’s true, then it must be true — this is how companies use the theory of social proof to their advantage.

Social proof theories say that people let the actions, behaviors, and beliefs of those around them impact their own. For example, some theories say most people would answer “yes” to the question: “If all of your friends jumped off of a bridge, would you?”

Social proof — or in this case, your friends all jumping off of the bridge — influences people to make decisions based on the expectations and behaviors of the people around them, even if their decision would be different if they were alone.

Companies use social proof in the form of customer reviews, logo walls (that is, the logos of companies that have purchased their products), or long-form videos. Social proof acts as a supplement to the information in a case study.

By showing potential customers how your products have changed the lives of other individuals, teams, and companies, prospects are more likely to buy into your claims and believe your product could help them, too.

Add product overviews to the case study section on your site.

If you’re editing down your case study interview and realize your interviewee said something vague or made a comment that a potential customer may not necessarily understand, you can add a product overview or reference guide next to that case study.

For example, imagine HubSpot is conducting a case study interview and an interview subject goes into detail about the specific functions of Workflows . A potential customer may not know much about HubSpot’s Workflows, so a detailed discussion about their features may not be relatable and could even raise some questions.

By including an overview or description of Workflows next to the case study where the product was mentioned, HubSpot can provide clarity for the viewer. You will also avoid making potential customers feel confused or uninterested.

Keep your sales team in the loop.

Once your case study is complete, you should notify your sales team so they can use them when reaching out to potential customers. They will be able to incorporate this information into their sales enablement kits — which include the technologies, processes, and content that allows them to sell efficiently and effectively.

By learning about the ways that real customers are using and benefiting from the products they are selling, sales teams can share relatable stories with potential customers and leads. These will help build trust and, most importantly, increase sales.

To help your sales team narrow the vast amount of information that typically comes from an in-depth case study, provide them with key takeaways that they can share with potential customers and leads. These key takeaways should include information about the interviewee’s background, title, and experience level and details about their company’s size, industry, and potential annual revenue.

This data will allow the sales team to tailor the information they share with potential customers and leads, organize it for future conversations, and make more efficient and impactful sales.

4. Determine How Many More Case Studies You Need

As I mentioned, every company is different and every product they sell is unique. Not every company will need the same number of case studies on their website to have an impact. To determine the right number of case studies for your company, think about the following tips.

Cover all of your bases.

A good rule of thumb is to have at least one to three case studies for each of your buyer personas.

To do this, cover a range of industries and types of companies, and interview people of different backgrounds, titles, demographics, and experience levels. You should make sure there is something for everyone who visits your website.

If your company targets customers all over the world and has offices located around the globe, this is especially important to consider. Think about what works for your buyer personas, your company’s location, and your goals when deciding how many case studies you need.

Sometimes, less is more.

Having an extensive list of case studies sounds like something everyone should have … right?

Not always. Think about it this way — if your company is on the smaller side and is relatively new, there’s a chance you haven’t given your customers much time with your products yet. There is also a chance that you don’t yet have a wide range of customers.

If your company then takes the time to create dozens of case studies, potential customers may feel you are being inauthentic and even unconvincing. It may also be a waste of resources that you can’t quite afford as a new business.

To be effective, try to make every one of your case studies relatable and helpful for your personas. Cover multiple use cases in each of your case studies when possible. You’ll not only simplify your own life, but you also keep your case study library clean and impactful.

Case studies are powerful marketing tools. They tell your potential customers relatable stories, demonstrate your company’s success, and help you build credibility. Case studies will help you reach your audience in a way that no sales pitch, email, newsletter, or advertisement will.

Plus, if your company made such a positive impact on a customer that they want to share their experience with others, why not broadcast that story?

Now it’s time to start creating content that matters to your potential customers and converts more leads.

Don't forget to share this post!

Related articles.

Weird Words in English: 100+ Terms You Need to Know from 2023 and Beyond

10 Examples of Brilliant Healthcare Marketing

How to Create a Case Study Video That Converts Leads [Video]

Women Shave Because of Marketers: How the Industry Created Demand for Women's Razors

The Public Apology Letter: 6 Brands That Nailed It

How 6 Little-Known Athletic Brands Are Changing the Face of Fitness

8 of the Weirdest Shark Tank Products That Got Investments

Ben & Jerry, theSkimm & Apple: The Inspiring Stories of 10 Famous Co-Founders

Why Case Studies are Critical for the Medtech Buyer Persona

The Doom Boom: Inside the Survival Industry's Explosive Growth

Showcase your company's success using these free case study templates.

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

• Artificial Intelligence (AI)
• Web Scraping
• For Small Business

16 Important Ways to Use Case Studies in Your Marketing

• May 12, 2024
• by Steven Austin

16 Powerful Ways to Boost Your Marketing Results with Case Studies in 2024

As a marketer, you know that earning the trust and confidence of your target audience is crucial for driving sales and growth. But in today‘s crowded and noisy digital landscape, cutting through the clutter and capturing attention is more challenging than ever. That‘s where case studies come in.

By showcasing real-life examples of how your product or service has helped customers succeed, case studies offer powerful social proof that can be the deciding factor in a prospect‘s purchasing decision. In fact, a 2023 Content Marketing Institute study found that 69% of B2B buyers reported case studies as the content format that most influenced their buying decisions over the past year.

So how can you harness the persuasive power of case studies in your marketing strategy? Here are 16 proven tactics to incorporate case studies across your marketing channels and at every stage of the buyer‘s journey to boost engagement, credibility and conversions in 2024:

• Build a dedicated case studies page on your website Having a webpage exclusively for your case studies makes it easy for prospects to find relevant examples of your work and explore the specific challenges, solutions and results. Structure the page clearly with initial challenges, goals, processes and outcomes.

Check out how Mailchimp organizes their customer success stories page with eye-catching images, quotes and results metrics: [Insert example Mailchimp case study page image]

• Feature customer quotes and logos prominently on your homepage Your homepage is prime real estate for highlighting happy customers. Incorporate short quotes and recognizable client logos "above the fold" to instantly build trust with new visitors.

For inspiration, check out how Shopify dedicates a section of their homepage to customer stories with scrolling quotes: [Insert example Shopify homepage image]

• Create interactive, multimedia case study experiences Take your case studies to the next level by using interactive content formats like quizzes, calculators, before-and-after imagery, and embedded audio or video. This makes for a more engaging experience that keeps prospects on your site longer.

For example, enterprise software company Autodesk features an interactive case study that allows users to explore their customer‘s challenges and solutions through clickable hotspots: [Insert example Autodesk interactive case study image]

• Produce video case studies Video is one of the most popular and persuasive content formats today. A well-produced video case study allows prospects to see and hear directly from your satisfied customers, creating an emotional connection.

Zoom does this exceptionally well by providing both a detailed written case study and an accompanying video featuring the customer‘s firsthand experience: [Insert example Zoom video case study image]

Weave case study quotes and stats into your sales collateral arm your sales team with powerful customer quotes and metrics to use in their emails, presentations and conversations with leads. This helps validate your offering and overcomes objections during the sales process.

Use case studies in targeted lead nurture email campaigns As prospects move through your marketing funnel, strategically include relevant case studies in your lead nurturing workflows to help move them closer to a buying decision. Segment your email list by industry, company size, use case or sales stage and provide tailored case study content.

Tease case studies in email subject lines To get more opens and engagement with your case study emails, craft compelling subject lines that highlight the most impressive part of the story. For example: "How [Company] Achieved [X Result] with [Your Offering]".

Adapt case studies for different content formats Once you‘ve invested in producing a strong case study, maximize its impact by repurposing the content into various formats like a blog post, infographic, slideshow or press release. This allows you to reach a wider audience with your success story.

For inspiration, check out how Content Marketing Institute adapts their case studies into a variety of helpful content assets: [Insert example CMI case study adaptation image]

Co-create case studies with industry influencers Partner with respected experts or thought leaders in your industry to develop case studies that combine their authority with your customer proof points. Both brands can then promote the asset to their audiences for maximum reach and credibility.

Run paid social campaigns featuring case study content Reach new audiences and generate qualified leads by promoting your best case studies through targeted Facebook, LinkedIn or Twitter ads. Use compelling visuals, stats and quotes in the ad creative to entice clicks.

Turn positive customer reviews into mini-case studies Extend the impact of your glowing customer reviews and testimonials by featuring them as "mini-case studies" in your marketing. Provide additional context around their positive experience by briefly describing their challenge, your solution and the outcomes achieved.

For example, Unbounce regularly showcases customer success stories sourced from reviews on third-party sites: [Insert example Unbounce review case study image]

Get creative with case study formats While the classic PDF case study still has its place, consider more engaging formats like a scrolling web page, interactive slideshow or even a physical booklet. The key is making the content easily digestible and visually appealing.

Encourage your customers to share their success Make it easy for customers to share their positive experience with their networks on social media or within their own content (with your permission). This amplifies the reach and impact of the case study and can attract new leads.

Host a live webinar with a successful customer Bring your best case studies to life by hosting a live webinar Q&A with a satisfied customer. Promote the event to your target audience and provide ample opportunity for attendees to ask questions. The video replay then becomes an evergreen case study asset.

Equip influencers and affiliate partners with case studies If you work with industry influencers, affiliates or channel partners to promote your offering, arm them with compelling case studies to share with their audiences. Provide them with sample social posts, email copy and creative assets to ensure consistent messaging.

Use case study data to create original research reports Mine your case studies for commonalities and trends to produce original research reports filled with insights and benchmarks. This positions your brand as an industry expert and attracts links and media coverage.

For an excellent example, check out HubSpot‘s annual State of Marketing Trends Report, which includes aggregated data and insights from their customer base: [Insert example HubSpot trends report image]

By implementing these 16 strategies, you‘ll be able to infuse compelling social proof and measurable results into every touchpoint of your marketing in 2024 and beyond. Case studies offer a powerful way to cut through the noise, differentiate your brand and give your target audience the confidence to choose your solution.

The key is thinking beyond the traditional PDF format and finding creative ways to bring your customer success stories to life across a variety of channels and content types. Focus on making the case studies visual, interactive, easy to consume and highly targeted to your ideal buyer profiles.

When you make case studies an integral part of your marketing strategy, you‘ll reap the benefits of increased credibility, engagement, lead generation and conversions. You‘ll empower your sales team with persuasive proof points to move prospects through the buying journey faster. And you‘ll deepen relationships with your existing customers by highlighting their successes and making them feel appreciated.

So don‘t wait – start building out your case study library and finding innovative ways to incorporate them into your 2024 marketing plans. Your target audience, your sales team and your bottom line will thank you.

Check out our new Consent management feature here

• Case Studies
• Book a Demo

Lessons from the Field: Analyzing Successful Marketing Case Studies

Discover valuable insights and strategies from real-life marketing case studies in this informative article.

In the ever-evolving world of marketing, success stories serve as valuable lessons. Case studies, in particular, provide real-world examples and insights that can shape marketing strategies, campaigns, and tactics. They offer a window into the strategies employed by successful brands, allowing marketers to extract valuable insights and apply them to their own endeavors. In this article, we will delve into the importance of case studies in marketing, identify key elements of successful case studies, explore how to extract valuable insights from them, and discuss the application of those insights to improve marketing strategies.

Understanding the Importance of Case Studies in Marketing

Case studies play a vital role in the development of marketing strategy. They provide marketers with evidence of what works in real-world scenarios, allowing them to learn from others' successes and avoid their mistakes. Additionally, case studies offer an opportunity to understand the challenges faced by various organizations and how they overcame them.

The role of case studies in marketing strategy development

Case studies serve as a foundation for marketing strategy development. By analyzing successful marketing case studies, marketers can gain a deeper understanding of the tactics and approaches that have proven effective in the past. This knowledge enables them to make informed decisions and craft strategies that are more likely to succeed.

For example, let's consider a case study on a popular clothing brand that successfully launched a new product line. By examining the marketing strategies employed, such as influencer collaborations and targeted social media campaigns, marketers can draw valuable insights. They can learn about the importance of creating a buzz around the launch, leveraging the power of social media influencers, and engaging with their target audience in a meaningful way.

Furthermore, case studies provide marketers with a comprehensive view of the marketing landscape. They showcase different industries, markets, and target audiences, allowing marketers to broaden their perspective. This exposure to diverse case studies helps marketers identify innovative strategies and adapt them to their specific business needs.

How case studies provide real-world examples and insights

Case studies bring marketing theories and concepts to life by showcasing their application in real-world scenarios. They provide concrete examples of marketing strategies, tactics, and campaigns that have achieved measurable success. Whether it's a social media campaign that went viral or a targeted content marketing strategy, case studies offer a wealth of insights into what works and how it can be replicated.

Let's delve into a case study on a startup that successfully disrupted the market with a unique marketing approach. This case study highlights the importance of thinking outside the box and taking calculated risks. By analyzing the strategies employed by the startup, marketers can gain valuable insights into unconventional marketing methods that can create a buzz and differentiate their brand from competitors.

Furthermore, case studies provide an opportunity to learn from failures as well. By examining unsuccessful marketing campaigns, marketers can identify pitfalls to avoid and gain a deeper understanding of what does not work in certain contexts. This knowledge is invaluable in refining marketing strategies and avoiding costly mistakes.

Moreover, case studies offer a glimpse into the ever-evolving digital landscape. With the rapid advancement of technology, marketers need to stay updated on the latest trends and tools. By studying case studies that showcase successful digital marketing campaigns, marketers can gain insights into emerging platforms, innovative techniques, and effective ways to engage with digitally-savvy consumers.

In conclusion, case studies are an essential tool for marketers to enhance their understanding of successful marketing strategies and gain insights into real-world examples. By analyzing case studies, marketers can make informed decisions, craft effective marketing strategies, and stay ahead in the dynamic and competitive marketing landscape.

Identifying Key Elements of Successful Marketing Case Studies

To truly benefit from analyzing case studies, it is essential to identify their key elements. By understanding what makes a case study successful, marketers can find valuable lessons and apply them to their own marketing initiatives.

Case studies are a powerful tool for marketers to gain insights and learn from the successes of others. They provide a real-life example of how a marketing strategy was implemented and the results that were achieved. However, not all case studies are created equal. Some are more effective than others in conveying the key lessons and inspiring marketers to take action.

Defining the objectives and target audience of the case study

Successful case studies clearly define their objectives and target audience. These two factors shape the entire narrative of the case study, ensuring that it aligns with the intended lessons and resonates with the readers who can benefit from it.

When defining the objectives of a case study, marketers should consider what specific insights they want to gain and what actions they hope to inspire. This clarity of purpose will guide the selection of case study subjects and the analysis of their strategies.

Similarly, identifying the target audience is crucial for crafting a case study that speaks directly to the right people. Marketers should consider who will benefit the most from the lessons shared in the case study and tailor the language, examples, and recommendations accordingly.

Selecting the right case study subjects for analysis

The choice of case study subjects is crucial. Marketers should select case studies that closely align with their industry, target market, or specific marketing challenges they face. By analyzing case studies that are relevant and relatable, marketers can extract insights that are directly applicable to their own marketing strategies.

When selecting case study subjects, marketers should consider not only the industry or market segment but also the specific challenges or goals they are facing. For example, if a marketer is struggling with social media engagement, analyzing a case study of a successful social media campaign can provide valuable insights and inspiration.

Furthermore, it is important to consider the credibility and reliability of the case study subjects. Marketers should look for case studies that have been well-documented and have credible sources of information. This ensures that the insights gained from the analysis are based on accurate and trustworthy data.

Analyzing the structure and format of successful case studies

Case studies have a distinct structure and format. Successful case studies often follow a storytelling approach, clearly outlining the problem, the strategy employed, the tactics used, and the results achieved. Analyzing the structure and format of successful case studies can help marketers present their own strategies in a compelling and engaging manner.

When analyzing the structure and format of successful case studies, marketers should pay attention to the flow of the narrative. Is the story easy to follow? Does it build tension and create anticipation? Is the resolution satisfying? These elements contribute to the overall impact of the case study and can make it more memorable and persuasive.

In addition, marketers should consider the use of visuals and supporting data in successful case studies. Visuals such as charts, graphs, and images can help illustrate key points and make the case study more visually appealing. Supporting data, such as statistics and metrics, can add credibility and provide evidence of the effectiveness of the strategies employed.

By analyzing the structure and format of successful case studies, marketers can gain insights into how to present their own strategies in a way that captures the attention of their audience and effectively communicates the key lessons.

Extracting Valuable Insights from Marketing Case Studies

Once marketers have identified successful case studies, the next step is to extract valuable insights that can inform their own marketing initiatives. This involves examining the strategies employed, understanding the impact of market research and data analysis, and learning from innovative and creative marketing campaigns.

Identifying successful marketing strategies and tactics

Case studies provide an opportunity to identify successful marketing strategies and tactics that have proven effective in specific scenarios. By analyzing these strategies, marketers can gain inspiration and adapt them to their own campaigns to achieve similar results.

Understanding the impact of market research and data analysis

Market research and data analysis play a crucial role in successful marketing case studies. These studies often highlight the importance of gathering and analyzing relevant data to inform marketing decisions. By understanding how market research and data analysis contribute to successful marketing, marketers can leverage these tools to enhance their own strategies.

Learning from innovative and creative marketing campaigns

Successful case studies often showcase innovative and creative marketing campaigns that have captured audience attention. By analyzing these campaigns, marketers can learn valuable lessons about creativity, resourcefulness, and out-of-the-box thinking. These insights can then be applied to their own marketing initiatives to create impact and differentiate their brands.

Applying Lessons Learned to Improve Marketing Strategies

Deriving insights from case studies is only valuable if they can be effectively applied to improve marketing strategies. This involves implementing successful case study findings into marketing plans, adapting strategies to fit different industries and target markets, and measuring the effectiveness of marketing strategies based on case study insights.

Implementing successful case study findings into marketing plans

Successful case study findings should not remain mere insights but should be transformed into actionable plans. Marketers should incorporate these findings into their marketing strategies and campaigns, adapting them to suit their own unique circumstances. By implementing successful case study findings, marketers can increase the likelihood of achieving desirable outcomes.

Adapting strategies to fit different industries and target markets

While case studies provide valuable insights, it's crucial to adapt them to fit different industries and target markets. What works for one brand may not necessarily work for another. Marketers should carefully consider the nuances of their own industry and target market and tailor strategies accordingly. By intelligently integrating case study learnings with industry context, marketers can maximize effectiveness.

Measuring the effectiveness of marketing strategies based on case study insights

An effective marketing strategy is one that can be measured and evaluated. Once marketers have applied case study insights to their own strategies, they should establish clear metrics to assess their effectiveness. By measuring the impact of their strategies, marketers can continuously refine and optimize their marketing efforts based on the lessons learned from the case studies they have analyzed.

Storing Templates in the HIVO Platform

In addition to analyzing case studies for insights, marketers can also streamline their marketing processes by utilizing digital asset management platforms like HIVO. One valuable feature of HIVO is the ability to store templates.

Templates provide marketers with a consistent and efficient way to execute marketing campaigns. With HIVO, marketing teams can easily access and use pre-designed templates for various marketing materials, such as landing pages, social media ads, email campaigns, and more.

By storing templates in the HIVO platform, marketers can ensure brand consistency, save time on design iterations, and maintain quality control over the marketing materials. The ability to store templates simplifies the marketing workflow, enhances collaboration among team members, and allows for better scalability in marketing campaigns.

In conclusion, analyzing successful marketing case studies is a valuable practice for marketers seeking to improve their strategies. By understanding the importance of case studies, identifying key elements of successful case studies, extracting valuable insights, and applying those lessons learned, marketers can enhance their marketing outcomes and drive success in their campaigns. Additionally, leveraging digital asset management platforms like HIVO, with features such as template storage, can further streamline marketing processes and improve efficiency.

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

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

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

That’s a big number.

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

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

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

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

What Is a Case Study in Marketing?

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

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

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

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

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

The Importance of Creating Case Studies to Convert Leads into Customers

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

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

Which company would you trust most?

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

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

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

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

Why is it so important to build trust?

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

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

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

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

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

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

4 Case Study Examples

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

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

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

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

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

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

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

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

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

3. Viperchill

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

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

4. MarketingSherpa

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

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

How to Create a Case Study Marketing Strategy That Converts

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

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

Let’s take it step by step.

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

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

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

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

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

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

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

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

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

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

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

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

3. Highlight the great results

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

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

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

4. Explore different types of design

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

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

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

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

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

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

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

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

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

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

Make your website better. Instantly.

Keep reading about content marketing.

FOMO Marketing: Most Do It Wrong (+How to Do It Right)

We all have those moments where we just can’t pass up an opportunity. It’s everything we want at the price we want. It’s presented to…

Want a Better Way to Engage Your Audience? Try Data-Driven Micro-Content

Content marketing is in a state of surplus: there is too much supply of branded content and diminishing returns of audience engagement.

Tripwire Marketing: Lure in More Customers With 12 Slam-Dunk Ideas

You’re unhappy with your conversion rate. People just aren’t buying what you’re selling. The solution might lie in tripwire marketing. The term tripwire marketing might…

Where to Place Customer Testimonials On a Website (+Examples)

Consumers have become increasingly blind to marketing and advertising strategies. The buyer’s journey gets longer and longer, and people are slower to trust companies. What’s…

A Step-by-Step Guide to Develop a Content Marketing Strategy That Converts

Your content marketing strategy influences how you reach your audience. If you don’t have a content strategy, now’s the time to create one. Many businesses…

Why Your Website Needs Infographics

The internet is suffused with data that is ever-flowing and ever-changing. Keeping your audience engaged with your content, whether it is on your website, social…

How To Increase Top of Funnel Traffic Through Link Retargeting

As a basic concept in marketing, the sales funnel is all about making prospects aware of your brand at first touch, right through to the…

A marketing case study allows you to illustrate and explain how you achieved enormous success in a specific situation. For instance, last year, Jacob McMillen…

How to Identify Your Target Audience for Better Marketing

What is a target audience? And why does your specific target audience matter? That’s what we’re going to cover today. When you’re in business, you…

How to Find Your Target Market So Content Sticks (Guaranteed Success)

You hear it all the time: “learn how to find your target market and create interesting content.” But there’s a severe lack of useful material…

What Makes a Great Press Webpage?

PRs and SEOs love press releases. You get an SEO boost, earning links from journalists in your space across a bunch of different sites. And…

How To Be A Subject Matter Expert When You Don’t Know The Topic

Copywriters and content marketers are often required to write about industries or topics they know little about. This can make it a challenge to position…

How to Sell Without Selling In Every Blog Post

We all know blogging is an important part of online marketing. To succeed online today requires as many landing pages as possible, each ranking for…

7 Ways to Make Your Content More Actionable

One of the most disillusioning things about being a content marketer is putting the time and energy into creating A+ content only to have it…

10 Ways to Squeeze More Value out of Your Long-Form Blog Post

You put so much time and effort (and money, possibly) into your epic blog post. And boy did it get you results. That sucker got…

Over 300,000 websites use Crazy Egg to improve what's working, fix what isn't and test new ideas.

Last Updated on July 25, 2017

The importance of case studies and how to use them in your marketing

16 february 2022.

Adam Richards

“Customer trust as a key business metric”

According to icf next , consumer trust is one of the 8 marketing trend predictions for 2022 and will become a key focus for businesses when planning their marketing strategy for the year..

Buyers these days have higher expectations and increasingly rely on trust to determine their investments in brands and products. In other words, buyers are likely to base their buying decision on recommendations from a friend or online reviews to see what other consumers are saying about a product or service.

That brings us to Case Studies .

Although case studies have been around for a long time, there is no better way of promoting your business, building credibility, and demonstrating your success to instil trust and build lasting relationships with your customers.

What are case studies?

Case studies are an efficient way to demonstrate your expertise and persuade customers. It’s a super useful tool to “brag” about a successful implementation, the value customers are getting from your product or a problem you have solved with your expertise. Using a story-based structure, case studies detail your process and your customer’s positive experiences.

Why should you use case studies in your marketing?

A good case study will discuss a challenge or requirement that was resolved by your business, and the positive outcome that was achieved as a result. Great case studies are filled with images, research and customer quotes that amplify the story and make it more compelling.

–       It tells a story

Case studies tells a story of your brand with a ‘happy ending’. The best way to tell this story is from your customers’ point of view. Interview your customers or provide them with a set of questions they can answer, throw in some facts and figures and you end up with a story that’s relatable and convincing.

–       It builds your reputation

Case studies help your company build credibility and credibility is what convinces prospective customers to give your product or service a try. Case studies published on your website or shared on social media act essentially as a customer review where positive comments and experiences build your company’s credibility.

–       It demonstrates success

The whole point of a case study is to illustrate how your product or service looks in action, and how they get results. Case studies can show potential customers with a similar challenge how they can get the same results.

–       It generates more leads

When done correctly, case studies are a simple marketing strategy that generate effective sales leads. To get the most out of your case studies, give potential customers a reason to read further (positive tone), include tangible results (statistics or how much money was saved), use visual like graphs and images and include customer quotes and a call to action to track conversions.

9 simple ways to use case studies

Website: Publish case studies on a dedicated page on your website and a add a shortcut of the latest case studies on your home page

Sales material: Use case studies as part of sales materials in pdf format or email campaigns

Product pages: Use case studies on product or service pages with a CTA to download and collect user information

Blogs: Write blogs about your case studies and share them on social media

Video content: Create videos from case studies or snippets/animation with quotes

Landing pages: Use case studies on landing pages to help convince potential customers to reach out to you or download your offer

Social media: Post about case studies on social media and remember to tag the customer in the post

Ebooks: Use quotes from case studies in ebooks and training materials.

Example of Case Studies by Waypoint:

If you want to find out about how we can help you create case studies as part of your overall content marketing strategy, get in touch by calling 01962 862760 or emailing  [email protected] .

Digital advertising to drive pupil enrolment

A new positioning and brand identity for Alaster Anderson

A creative platform to support a product launch

How blogging drives new business enquiries.

A program of website optimisation that led to a four-fold increase in website enquiries

20 august 2024, our top 6 proven strategies for mobile website optimisation, 1 july 2024, are ai-enhanced photos damaging trust in your brand, 19 june 2024, the latest data analysis enhancements in chatgpt – see how they can benefit your business, 17 may 2024, how to optimise your linkedin profile: linkedin best practices and tips.

If you would like to find out more about how we can help you in your marketing endeavours please give us a call, send us an email or submit a contact form.

[email protected]

19 Southgate Street Winchester Hampshire SO23 9EB

*By submitting this form you consent to us contacting you with regards to your enquiry, agree to the processing of your data in accordance with our privacy policy and understand that you can unsubscribe from our marketing communications at any time. 

Copyright 2023 © Waypoint Digital Marketing | Company no. 08268166 | Built & Managed by radiantWEB

Send us an email

Chat to us Now

Speak on the phone

The standard Lorem Ipsum passage, used since the 1500s “Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.”

Important Reasons to be Using Case Studies in Marketing

If you need a video for your business, would you hire a company that simply states they produce high-quality ROI-generating content? Wouldn't you rather see the quality of their work first and read the recommendation of someone who has worked with them personally through case studies?

Reading and watching reviews is part of most consumer’s buying journey. In fact, a whopping 81% of people conduct online research before purchasing something. B2B sales are no different, prospects are doing their own research on a product or service before purchasing. You can learn a lot about a company's reputation by reading reviews from past customers.

Case studies can be extremely effective as motivators and objection removers. Using case studies in your marketing will help your customers not only see things logically but also see what a happy customer looks like.

What are case studies and how do they help you?

Case studies analyze specific instances –– or cases if you will –– that show how your product or service has been effective in the past.

By using case studies, your prospective clients can get to know your customers on a deeper, more personal level. And when you showcase how you helped past customers, you help potential customers make informed purchasing decisions.

When writing your case studies, be sure to keep the following in mind:

• Who was the customer?
• What was their need and what goal did they have?
• Are they a typical customer?
• What did you do to meet their need and help them achieve their goal?

PRO TIP: Case studies were ranked “very important by” 52% of B2B buyers while evaluating vendors.

With 88% of consumers trusting online ratings and reviews, case studies prove to be a reliable way to establish social proof – ranking up there with blogs, ebooks, and video.

And from a marketing standpoint, using case studies is so impactful because those who read about success in their own industry will assume the same approach will work for them.

By using case studies in your marketing, you’re demonstrating that you are:

• Comfortable in a specific field
• Familiar with industry-specific needs
• Have the expertise to provide targeted results to that industry

How and where to use case studies in marketing

Using case studies in blogs

It's more likely that your audience will see your case study if you follow up with a blog post and promote it on social media. Consider highlighting an obstacle, challenge, or issue your company or customer overcame. Show the steps taken to address those issues in your blog post.

For example, if we had a case study detailing how a customer built trust in their company using video, we might create a blog post called “Client Case Study: Using Video Marketing To Build Trust In Your Company”.

Remember, a blog post about a customer success story is about showcasing how your customers have overcome challenges rather than promoting your brand, product, or service.

Using video case studies

When buying a product, most consumers don't want to spend too much time reading, right? As we've mentioned before, 96% of users watch a video that explains more about a product or service to learn more about it . It's much more convenient for them to watch a video that explains everything they need quickly and clearly.

Just like written case studies, video case studies should include data and statistics. Then at the end of the video, include a call to action of what happens next. If you can demonstrate how your business is solving client problems while emphasizing the benefits over features, you'll be golden.

Through video, individuals can connect emotionally with brands, products, and people. Having your customers explain why your product or service works will help you establish a stronger connection with future prospects. In turn, this leads to more sales and loyal customers.

Using case studies on your website

You can use a sales page to display your case studies or feature them directly on your homepage (this way your web viewers will see clear proof of satisfied customers right away!).

Here are a few ideas for presenting your case studies:

• Feature quotes specifically from your case study on your home page
• Create a landing page and include testimonials and/or video case studies
• Have a separate section specifically for case studies or an image displaying a case study

Case studies using nurture emails

Case studies are an excellent resource for email marketing. To help reconnect those leads that have gone cold, send out a nurture sequence and include your case study. Our favorite method? Using "product-specific" segments.

Do you have a case study about a specific product or service? Look at your analytics and see who was once interested in that product or service. Then send a targeted email to this list of subscribers with your case study attached.

Case studies on Social Media

Using case studies on social media is actually pretty easy. The best approach? Share your case study link and tag your customer.

And if you want to get the right people clicking through your case studies (of course you do, that’s the whole point, right?) you should post them in a way that inspires them to take action, rather than posting “New case study, here’s the link.” Craft your post in such a way that you keep the focus on the benefits, be clear over clever, and direct them to the link.

How else can you use case studies in your social media?

• Make your Facebook, Twitter, and LinkedIn covers stand out! Show a happy, smiling customer with a quote
• You can add your case study to your LinkedIn publications or pin it to your profile
• Join relevant groups and share your case studies

Using case study quotes

According to Accenture , 41% of consumers switched businesses over a lack of personalization . And as we mentioned earlier, case studies give readers a chance to learn more about past customers on a very personal level.

When adding quotes from your case study to your website or social media profile, you might want to choose ones that are specific, outcome-oriented, or metric-based.

For example, "XYZ increased our email subscribers by 80% in less than a year!" versus "XYZ is great, we loved working with them!"

Bonus tip: Aside from adding these quotes to your social media profiles and on your website, you can use them in client presentations, product pages, and email signatures.

Case studies in newsletters

In addition to nurture sequences, case studies can also be included in newsletters. You can use this to both gain new clients and establish better relationships with the ones you already have.

After all, we all crave a sense of belonging – it's in our nature. So when a company treats its customers like friends, they're not only more likely to attract new prospects, but existing customers are usually proud to show their support.

Case studies for sales teams

Did you know 70% of buyers fully define their own needs even before speaking with a salesperson? And 44% look for specific solutions before contacting a seller.

Because consumers are becoming more informed than ever, this is making sales more complex. Therefore, sales representatives need to have content on hand that addresses every stage of the buyer's process. That's where the use of case studies comes in handy.

You've probably heard the saying, “the right place at the right time” . Well, when you use case studies during the right moments of the buyer's journey (such as when they are actively comparing solutions and providers) you can eliminate objections by demonstrating how effective your product or service has been in the past.

Subscribe to our newsletter

• Subscribe | The Content Marketer

5 keys to crafting a killer marketing case study

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

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

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

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

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

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

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

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

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

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

How do you create a compelling case study?

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

Great case studies require you to:

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

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

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

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

What’s the first thing you do?

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

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

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

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

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

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

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

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

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

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

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

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

3. Gather details and comb through the data

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

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

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

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

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

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

4. Find the story

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

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

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

5. Highlight proof points

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

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

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

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

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

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

What are some great case study examples to model after?

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

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

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

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

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

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

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

‘Disney+ Brand Launch’

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

But let’s back up one more step.

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

Where marketing efforts meet solid storytelling

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

Michael O'Neill

Share this article

Get our weekly newsletter

Mike O'Neill is a writer, editor and content manager in Chicago. When he's not keeping a close eye on Brafton's editorial content, he's auditioning to narrate the next Ken Burns documentary. All buzzwords are his own.

Recommended Reading

How to Make Your Company Shine: Master Thought Leadership Content with These 5 Examples

Knowing your stuff just isn’t enough — you need to show you know it. Find out how with these tips.

Content Repurposing: How to Turn One Asset into 20 with Limited Resources

Plenty of resources went into creating things for our consumption the first time and often it feels like such a waste just to chuck ‘em in the bin.

The Content Marketer

Get the latest content marketing updates delivered directly to your inbox with our weekly newsletter.

10 Marketing Case Study Examples: Learn How to Master Them in Your Campaigns

There are millions of blog posts, articles, and videos across the internet that try to give you advice about marketing. According to Google, at least 7,050,000 unique content pieces include the phrase “marketing tips.”

But with plenty of outdated and filler content creation to just build out a website, it’s hard to find applicable advice that actually works online.

In this article, you’ll learn from marketing case study examples that demonstrate what it takes to master channels like social media, email marketing , and PPC, as well as how to use case studies in your own campaigns.

Don’t rely on empty words. Learn powerful marketing best practices that are backed up with examples and data.

What is a marketing case study?

In marketing, a case study is an in-depth study of the effectiveness of a certain tool, tactic, or strategy. It focuses on measurable outcomes, like an increase in sales, visitors, or production hours.

Typically, it includes a few key elements:

• Introduction to the customer/client
• The problem the client needed to solve (should align with problems prospective clients also need to solve)
• The solution (and context of why your company/software was the right fit)
• Data from before and after implementing the solution

In a sense, a case study documents the journey of working with your company. And it gives potential future customers a reason to trust your company.

What are the different types of case studies in marketing?

In marketing, three main types of case studies are commonly used:

1. Third-person or client case studies: These highlight the experience of a specific client working with your company or using your product.

2. Explanatory case studies: These case studies explore the impact of a phenomenon or tactic, such as the company’s marketing strategy, and how it impacted its growth. In this case, it’s not based on first-hand experience, but rather observation and inference.

3. Implementation case studies: An implementation case study takes the average client case study a bit further, focusing on the actual implementation and covering it in detail.

You can also divide the case studies further by the type of medium they use — video or text.

And in 2024, video case studies are becoming more and more popular. Many companies even use them as remarketing ads to address potential objections.

Why should you use case studies?

Case studies are a powerful way to prove that your products or services work, showcase your expertise, and build trust with potential customers.

It’s a way to transition away from just “telling” your customers and instead start “showing” them through examples. There’s a reason the old copywriting maxim goes, “Show, don’t tell.”

Consumers’ trust in companies to tell the truth in advertising materials is lower than ever. In 2020, only 14% of consumers said they trust advertising to be honest about a product or service.

But that doesn’t mean you can’t generate trust with your company’s website.

Consumers trust third-party reviews, testimonials, and data. In fact, 91% of 18–34-year-olds trust online reviews as much as personal recommendations.

So you need social proof. And client case studies — especially those that interview the current clients — are the best of both worlds. You get to highlight data while getting powerful social proof that shows that your product works.

When just adding a simple customer testimonial to your website can increase conversion rates by up to 34% , imagine what a detailed, compelling case study can do.

1. Email marketing case study: Your Therapy Source

If you think that email is a marketing medium of the past, think again. At ActiveCampaign, we have hundreds of recent case studies that prove the opposite.

For example, Your Therapy Source receives a 2000% return on investment (ROI) from our campaigns simply by taking advantage of basic marketing automation .

In particular, a basic abandoned cart email represents around 30% of all revenue generated by automations.

With ActiveCampaign, that’s incredibly easy to set up. You can take advantage of our integrations with key e-commerce platforms like WooCommerce , Shopify , and more.

Because the case study goes into detail about exactly how the company achieved the results, it’s a combination of an implementation case study and a regular third-person case study.

2. Instagram marketing case study: Converse

If you look at all the top Instagram accounts in clothing, Converse has a much higher engagement rate than its competitors.

At 1.79%, their social media posts have an organic engagement rate over 15 times higher than Nike.

Why is that?

Let’s take a closer look at how they achieve these numbers:

When looking at Converse’s top Instagram posts, you quickly notice a trend. Collaborations with influential creators and artists — lately Tyler, the Creator — get a different level of engagement.

The post promoting their new collaboration shoe got over 183,000 likes in a few weeks. Converse even took it a step further and produced a short film with Tyler.

If you want to reach a wider number of people, combining audiences is a great strategy.

This is an example of an explanatory case study.

First, we worked backward from Converse’s powerful Instagram results. Then, we identified tactics that contribute to their high levels of engagement.

Because we didn’t work directly with Converse, and we’re only observing as an outsider, this is an explanatory case study.

3. Content marketing case study: porch.com

Fractl is a content marketing agency that worked with porch.com for over a year to earn 931 unique domain links, 23,000 monthly organic visits, and more.

The case study focuses on results over method — that means it’s a typical third-person case study.

They’re showcasing the results the company generated for a specific outside client without getting into the how-to.

These types of case studies are most useful for persuading hesitant potential customers to get on board. Showing that you’ve generated results for similar companies or people in the past is the best way to prove your skill set.

Depending on your target audience, going into detail with an implementation case study may be a better option.

4. SEO case study: Zapier study by Ryan Berg

This in-depth case study by Ryan Berg is a perfect example of how you can use explanatory case studies in your marketing.

It breaks down Zapier’s SEO strategy and how they created over 25,000 unique landing pages to improve their search rankings for different search terms.

Zapier’s main strategy revolves around targeting relevant long-tail keywords like “app A + app B integration.” That’s the key they used to generate serious organic traffic over the long term.

By breaking down industry leaders and how they rose to success, you can borrow some of their brand power and credibility.

You can use these kinds of case studies if your current clients don’t allow you to go into detail about the tactics you use to grow their online presence.

These case studies demonstrate to potential clients that you know what you’re talking about and have the expertise needed to help them succeed in their industry.

5. PPC case study: Google Ads and Saraf Furniture

When it comes to pay-per-click (PPC) advertising, Google was one of the earliest innovators. And in 2021, it’s still the largest digital advertiser globally, with $146.92 billion in ad revenue in 2020.

You might not think they need any more credibility, but Google still uses case studies, especially in emerging markets like India.

This case study shows how Google Ads helped Saraf Furniture generate 10 times more inbound leads each month and hire 1,500 new carpenters as a result.

Without going into details about the methods, it’s another typical third-person case study designed to build trust.

6. Video marketing case study: L’Oréal and YouTube

In this case study, various members of L’Oréal’s global marketing team break down exactly how they used YouTube ads to launch a new product.

As a result of the campaign, they were able to establish their new product as the No. 2 in its category and earn 34% of all mass sales across a network of online retailers.

The case study breaks down how they used YouTube for different stages — from awareness to loyalty. It’s another example of a third-person implementation case study.

7. Remarketing case study: AdRoll and Yoga Democracy

AdRoll is a remarketing platform that tracks your visitors and lets you show them targeted ads across the internet.

Their case study with Yoga Democracy perfectly showcases the power of the platform.

Look at these highlights:

• 200% increase in conversions
• 50% reduction in CPA
• 19% of total revenue attributed to AdRoll

These are metrics you’d love to show any potential customer. The case study goes into detail about how they built an effective remarketing campaign, including cart recovery emails and ads.

Because of the detail, you can classify this as an implementation case study.

8. Influencer marketing case study: Trend and WarbyParker

This influencer marketing case study from Warby Parker and Trend showcases how you can use influencer marketing even with a limited budget.

The “Wearing Warby” campaign was centered around showcasing influencers wearing Warby Parker glasses in their everyday life.

From mundane tasks like eating breakfast to artists creating a new masterpiece — it showcased Warby Parker’s products in use and made the brand more approachable for influencers’ followers.

This is another third-person case study, as it doesn’t go into much detail beyond the results.

9. Customer experience case study: App Annie and Coca-Cola

In this case study, Greg Chambers, the director of innovation for Coca-Cola, explains what App Annie brings to the table.

Instead of specific numbers and metrics, it focuses on the big-picture benefits that App Annie has on Coca-Cola’s customer experience.

The video interview format is also perfect for driving trust with potential customers.

Again, this is a typical third-person case study that you see a lot in the marketing world.

10. SaaS case study: Asana and Carta

Of course, it’s not just agencies and advertising platforms that need to master the use of case studies in digital marketing.

Let’s explore an example of a case study outside the marketing industry, in this case specifically for B2B marketers.

Asana is a project management platform that helps companies make their workflows more efficient.

It’s a good example of a case study that focuses more on the lived experience and less on the metrics.

This is a third-person case study that is closer to a client interview or testimonial, which is a good option if it’s hard to quantify improvements with metrics.

Best practices: How to use case studies in your own marketing campaigns

In this section, you’ll learn best practices to help you maximize the value of case studies in your own marketing campaigns.

Let’s look at four steps you can take to effectively use case studies.

Include a dedicated case study/customer stories page on your website

Most companies with a successful online presence have one of these pages. Emulate the top competitors in your industry by creating an improved version of their pages.

You can also add a case studies section to your resources page or blog.

Build CTAs into your case study pages

The chances are low that a random Googler will make it to your case studies. Most likely, it’s someone who thinks they might need your product.

So don’t be afraid to include calls to action throughout your case study pages.

Share case studies as part of your email marketing campaigns

Email marketing is hands-down the best channel for nurturing potential needs . That means you should always use case studies and customer success stories in your campaigns.

But it’s important that it doesn’t feel too promotional. Instead, share the unique steps they took to ensure success to deliver value, not just pitch.

Use case study video ads to overcome objections

When you’re thinking about buying a product, it’s easy to talk yourself out of it.

“It’s too expensive.” “It won’t work for me.” There are a lot of excuses and objections out there.

A case study video can be a powerful tool to overcome these objections in potential buyers.

Don’t overlook case studies when you’re planning your next marketing campaign. Towards the bottom end of the funnel, in stages like decision and action, they’re a powerful marketing tool.

When used right, case studies will help you fill your sales pipeline and provide your sales team with qualified leads.

Hopefully, the examples in this article taught you how you can use case studies in social media, email, and content marketing strategy to further your business goals.

You should also have learned how to use case studies to sell your company’s expertise.

If you want to grow your business, it’s crucial to learn from the people who have gone before you. In marketing, trying to learn all principles from scratch through trial and error would be a costly mistake.

If you’re ready to take advantage of marketing automation and email marketing tools that help similar businesses generate ROIs of 20x or higher, start your ActiveCampaign trial today .

No credit card required. Instant set-up.

Please enter a valid email address to continue.

Related Posts

As companies strive to engage online audiences, the demand for versatile content creation and distribution platforms has never been higher....

Constant Contact is a popular email marketing platform that offers a range of features to help businesses create and manage...

WordPress is one of the most popular CMS platforms in the world. Businesses around the world enjoy its versatile and...

Try it now, for free

15 Marketing Case Study Examples With Standout Success Stories

Some marketing campaigns leave a lasting impression. We’ve gathered insights from CEOs and marketing leaders to share one standout marketing case study that resonates with them.

Tomas Laurinavicius

Table of Contents

Dove’s real beauty campaign impact, oatly’s bold brand strategy, rockervox’s tax credit success, local bookstore’s community engagement, coca-cola’s personalized brand experience, dropbox’s viral referral program, authentic influencer marketing for cpg brand, airbnb’s “we accept” social impact, amul’s topical and humorous campaigns, axe’s “find your magic” brand refresh, squatty potty’s humorous viral video, old spice’s viral humor campaign, red bull stratos’s high-flying publicity, maple dental’s seo success story, dollar shave club’s viral launch video.

Some marketing campaigns leave a lasting impression.

We’ve gathered insights from CEOs and marketing leaders to share one standout marketing case study that resonates with them.

From Dove’s Real Beauty Campaign’s impact to Dollar Shave Club’s viral launch video, explore fifteen memorable marketing triumphs that these experts can’t forget.

• AXE’s ‘Find Your Magic’ Brand Refresh

One marketing case study that has always stayed with me is the Dove Real Beauty Campaign. It really struck a chord when it launched in 2004, challenging the beauty standards and celebrating women’s diversity. What made it stand out was the “Real Beauty Sketches” video, where women described themselves to a sketch artist. Seeing the stark contrast between their self-perceptions and how others saw them was incredibly eye-opening and touching.

What I found so compelling about this campaign was its message of self-acceptance and empowerment. Dove didn’t just try to sell products; they took a stand for something much bigger, and it resonated deeply with people. Using video storytelling was a genius move as it made the message more impactful and shareable. I believe Dove showed how brands can make a real difference by addressing important social issues in an authentic and meaningful way.

Nicole Dunn , CEO, PR and Marketing Expert, Dunn Pellier Media

As a content and brand marketer, Oatly’s brand strategy always inspires me. They are a textbook example of comprehensive brand-building.

Their visual style is instantly recognizable—bold, disruptive, and often filled with humor, making oat milk a statement and something you’d be proud to display on your shelves or socials.

Their tone of voice is witty, sometimes cheeky. They’ve even printed negative feedback on their packaging, which really just shows how they court controversy to spark conversations and enhance their brand’s visibility.

And there’s a strong story behind Oatly, too. They promote sustainability and aren’t shy about their environmental impact, which has simply helped them grow an enthusiastic community of environmental advocates. Clever in endless ways, such that tons of oat milk brands have followed suit.

Wisia Neo , Content Marketing Manager, ViB

One standout marketing case study that sticks with me is the implementation of our RockerVox Restaurant Bundle, aimed at optimizing cash flow through targeted use of employer-based tax credits. The power of this case study lies in its immediate financial impact on the client, a local restaurant chain that was struggling to keep its doors open in the wake of the pandemic.

By integrating the Work Opportunity Tax Credit (WOTC) and other relevant tax schemes into their payroll setup, we enabled the restaurant to reclaim a significant amount in tax credits. The real game-changer was not just the financial relief but also how it was achieved. We combined this with StaffedUp’s Applicant Tracking System, which improved their hiring processes and decreased employee turnover. This holistic approach led to a sustainable improvement in their operations and cash flow.

What made this case study so great was its tangible results. The restaurant saw a cash flow improvement of over 100%. This wasn’t just a number on a report—it meant being able to invest back into the business, enhance their services, and ultimately, keep their community fed and employed. This approach of integrating technology with financial strategy can be adapted by other businesses striving for similar resilience and growth, especially in times of economic difficulty.

Philip Wentworth, Jr , Co-Founder and CEO, Rockerbox

Certainly, one particularly impactful marketing strategy I led at FireRock Marketing involved a small local bookstore that was facing steep competition from online retailers. Our challenge was to increase foot traffic and reinforce the store’s brand presence in a highly digitalized market.

We initiated a campaign called “Local Pages, Local Stages,” where we leveraged digital marketing alongside community engagement. The bookstore held monthly events featuring local authors and artists, which we promoted heavily through targeted social media ads, email marketing, and local influencer partnerships. This multifaceted approach tapped into the community’s growing interest in supporting local ventures, enhancing visibility significantly.

The outcomes were remarkable. Over the campaign’s six-month duration, in-store sales increased by 40%, and the bookstore saw a 65% rise in attendance at events, which also boosted ancillary revenue from merchandise and cafe sales. Additionally, social media engagement metrics increased by over 150%, reflecting greater brand awareness.

This case study sticks with me because it exemplifies the power of combining digital strategies with community-based marketing to create a sustainable growth model. It shows how businesses can use holistic, integrated approaches to effectively adapt to new consumer behaviors and competitive landscapes.

Ryan Esco , Chief Marketing Officer, FireRock Marketing

A memorable marketing case study is the “Share a Coke” campaign by Coca-Cola. Initially launched in Australia in 2011, this campaign personalized the Coke experience by replacing the iconic Coca-Cola logo on bottles with common first names.

The idea was to encourage people to find bottles with their names or those of their friends and family, creating a more personal connection to the brand. The campaign was an enormous hit and was quickly rolled out worldwide, incorporating more names and even terms of endearment in different languages.

The brilliance of this campaign lay in its use of personalization, which tapped directly into the social media trend of sharing personal moments. People enthusiastically shared their personalized Coke bottles on various social media platforms, significantly amplifying the campaign’s reach beyond traditional advertising media.

This strategy boosted sales and reinforced Coca-Cola’s position as a fun and innovative brand. The “Share a Coke” campaign is a powerful example of how traditional products can be revitalized through creative marketing strategies that engage consumers personally.

Sahil Kakkar , CEO and Founder, RankWatch

For me, a standout marketing case study that really sticks with me is Dropbox’s referral program strategy back in their early days. By offering free storage space for every successful referral, they incentivized existing users to spread the word organically, resulting in exponential growth at virtually no acquisition cost.

What made this case study so brilliant was how elegantly it aligned product experience with viral sharing. Users had a vested interest in sharing Dropbox since it directly expanded their own cloud storage. This created a self-perpetuating cycle where better product engagement fueled more referrals, which then improved engagement further.

It was an ingenious lever that capitalized on the inherent sharing dynamics of their service to ignite explosive growth. The simplicity and potency of this growth hack is what truly resonates as a paragon of effective guerrilla marketing.

Ben Walker , Founder and CEO, Ditto Transcripts

One marketing case study that has always stuck with me was a campaign I led for a major CPG brand a few years back. The goal was to increase awareness and trial of their new line of organic snacks among millennial moms in a crowded market.

We developed an influencer seeding strategy focused on relatable mom micro-influencers on Instagram. Instead of just sending products, we worked with the influencers to develop authentic content that told real stories about the role of snacking and nutrition in busy family life. The photos and videos felt genuine, not overly polished or promotional.

Engagement was through the roof—the content resonated so strongly with the target audience. By the end of the 3-month campaign, we increased awareness by 45% and trial by over 20%. The CPG brand was thrilled, and the case study became an example we still reference today of the power of influencer marketing done right. Authenticity wins.

Gert Kulla , CEO, RedBat.Agency

One marketing case study that stuck with me was the Airbnb “We Accept” campaign, launched in 2017, focusing on social impact. This response to the global refugee crisis aimed to promote inclusivity, diversity, and acceptance within communities worldwide.

What made this case study remarkable was its ability to leverage the Airbnb platform to facilitate connections between hosts and displaced persons, providing them with temporary housing and support.

Airbnb demonstrated its commitment to using its platform for social good and making a tangible difference in the lives of those in need. This aligned with its mission to create a world where anyone can belong anywhere.

At the end of the day, Airbnb’s “We Accept” campaign was a compelling case study showing brands how to address social issues, promote inclusivity, and drive positive change in communities worldwide.

Peter Bryla , Community Manager, ResumeLab

One standout marketing case study that sticks with me is the “Amul” marketing campaigns by Amul, the iconic Indian dairy cooperative, make for excellent and impactful case studies as well. Here’s why Amul’s marketing stands out:

The Amul Girl – The mascot of a mischievous, friendly butter girl has become one of India’s most recognizable brand icons since her inception in 1966. Her presence on topical ads commenting on the latest news and pop culture trends has made Amul’s billboards a long-standing source of joy and relevance.

Topicality – Amul’s billboards and newspaper ads are renowned for their topicality and ability to humorously comment on major events, celebrity happenings, and political developments within hours. This real-time marketing has kept the brand part of daily conversations for decades.

Humor – The not-so-secret sauce is the brilliant use of puns, wordplay, and satirical humor that Amul consistently delivers through the eyes of the Amul Girl. The healthy, inoffensive jokes have earned a cult following.

Longevity – Very few brands can boast an equally iconic and successful campaign running for over 50 years, still keeping audiences engaged across multiple generations. The long-running property itself has become a case study in sustaining relevance.

Local Connect – While achieving pan-India recognition, the puns often play on regional language nuances, striking a chord with Amul’s Gujarati roots and building a personal connection with local consumers.

The impact of Amul’s long-running topical billboard campaign is unmatched—it has not only strengthened brand recognition and loyalty but has also made the cooperative a beloved part of India’s popular culture and daily life. Creativity, agility, and contextual marketing at its best!

Yash Gangwal , Founder, Urban Monkey

Axe (Lynx in the UK) had created a problematic brand image from past marketing efforts. Their focus on ‘attraction is connected to conquest’ hadn’t dissuaded men from buying their deodorants, but had a toxic effect on perceptions of women. Research conducted on brand equity showed that brand equity was declining, with this perception of the brand aging poorly and desperately needing a refresh to continue allowing the brand to be relevant for the future.

That led to a superb partnership with creative agency 72andSunny Amsterdam. Unilever was able to tap into an entirely new philosophy for its brand:

Empower men to be the most attractive man they could be – themselves.

With that idea in mind, 2016 saw the launch of the AXE ‘Find Your Magic’ commercial, a stunning celebration of the diversity of modern masculinity. The campaign also saw the release of a new range of premium grooming products and a supporting influencer marketing campaign featuring brand ambassadors, including John Legend.

While not all parts of the creative were successful, the campaign drove more than 39 million views and 4 billion media impressions in the first quarter after the launch. But most critically, AXE saw a 30+% increase in positive perception of their brand.

This campaign will stand the test of time because it combines several important and brave initiatives:

• A forward-thinking mentality that the brand image you have today may not be suited for a future world
• A broader understanding of what your customer base looks like – women also play a big role in men’s choice of deodorant
• A big and bold attempt to change the way your brand is perceived – and succeeding with flying colors.

Yannis Dimitroulas , SEO and Digital Marketing Specialist, Front & Centre

One standout marketing case study that sticks with me is the campaign for Squatty Potty. The brand created a humorous video featuring a unicorn pooping rainbow ice cream to demonstrate the benefits of using their product. This unconventional approach garnered widespread attention and went viral, generating millions of views and shares on social media platforms.

The success of this campaign can be attributed to its creative storytelling, humor, and shock value, which made it memorable and engaging for viewers. By thinking outside the box and taking a risk with their messaging, Squatty Potty was able to create a unique and effective marketing strategy that resonated with consumers.

This case study serves as a reminder that creativity and originality can set a brand apart in a crowded marketplace, ultimately leading to increased brand awareness and customer engagement.

Carly Hill , Operations Manager, Virtual Holiday Party

The Old Spice ‘The Man Your Man Could Smell Like’ campaign remains etched in my memory. Its brilliance lies in its humor and creativity. By featuring a charismatic spokesperson and employing absurd scenarios, it captured viewers’ attention and went viral.

The campaign seamlessly integrated across platforms, from TV to social media, maximizing its reach. Its cleverness and entertainment value made it unforgettable, setting a benchmark for engaging marketing strategies. The case study showcases the importance of storytelling and humor in capturing audience interest and driving brand awareness.

Dan Ponomarenko , CEO, Webvizio

A marketing case study that has made a lasting impression on me is the Red Bull Stratos Jump. This campaign was for Felix Baumgartner’s record-breaking jump from the edge of space, sponsored by Red Bull. The goal of this campaign was to create buzz and generate brand awareness through this extreme event.

The reason why this case study stands out to me is because of its successful execution in capturing the attention and interest of not just extreme sports enthusiasts, but also the general public.

The live broadcast of Baumgartner’s jump on various channels and social media platforms garnered over 52 million views, making it one of the most-watched live events ever. Red Bull’s strategic use of real-time marketing, storytelling, and high-quality visuals made this campaign a huge success, resulting in a significant increase in sales and brand recognition for the company.

This case study serves as a great example of how a well-planned and executed marketing campaign can effectively reach and engage with a wide audience.

Brian Hemmerle , Founder and CEO, Kentucky Sell Now

One standout marketing case study that resonates with me is the SEO transformation for Maple Dental. This campaign dramatically improved their local online visibility, leading to a substantial increase in new patient appointments. The integration of Google Maps SEO proved to be a game-changer, emphasizing the power of local search optimization in attracting nearby clients.

What made this case study exceptional was the measurable impact on the clinic’s business. For instance, the campaign led to a 230% increase in phone calls and a 223% increase in website visits. Such clear, quantifiable results showcased a direct contribution to business growth. These metrics are vital for demonstrating the return on investment in digital marketing efforts.

Additionally, the use of a targeted approach to enhance Google Maps visibility was particularly compelling. By optimizing their presence on Google Maps, Maple Dental saw a 250% increase in monthly maps impressions, which directly correlated with increased patient inquiries and visits.

Ihor Lavrenenko , CEO, Dental SEO Expert

One case study that always comes to mind is Dollar Shave Club’s launch video in 2012. It was called “Our Blades Are F*cking Great,” and let’s just say it got people talking! This video was hilarious and totally different from those fancy shaving commercials we were used to seeing. It spoke directly to guys, poked fun at expensive razor prices, and offered a way to get awesome blades for much less.

Additionally, it told everyone to check out their website. It was short, catchy, and made a huge impact. This is a perfect example of how a creative and funny video can grab attention, make people remember your brand, and get them to become customers.

Perry Zheng , Founder and CEO, Pallas

Best tips & tools ★ Sent every Monday morning ★ 5-min read

Free Weekly Digital Marketing Newsletter

Subscribe to learn the SEO, social media, and content marketing lessons we wish we had known when we started.

Subscribe for Free Updates

Follow Marketful

10 Best Link in Bio Tools for 2024 (Free & Paid)

Content promotion software: top 10 tools for 2024, best digital marketing reporting software: top 10 tools for 2024.

• Content Writing Services
• Get in Touch

Why Are Case Studies Important? Top 4 Reasons

Updated April 2024: Has a boss or colleague ever asked you, “Why are case studies so important?” This is a question all SaaS marketers must be able to answer, especially when it comes time to create your marketing budget for the year.

SaaS case studies are still the #1 marketing tactic to increase sales

The importance of a case study can’t be underestimated. For the second year in a row, SaaS marketers ranked case studies the #1 most effective marketing tactic to increase sales —ahead of general website content, SEO, blog posts, social media and other marketing tactics. 

These metrics come from the 115 SaaS marketers we surveyed for our 2024 Customer Story Trends & Insights Report . (We’d encourage you to check out the report.)

Importance of a case study is undeniable

Why are case studies so important? What is the need and significance of a case study? Case studies are top-tier marketing tools for SaaS companies to showcase the value of their products to potential customers, helping to drive sales and revenue.

Customers are our best marketers. I love getting to know our customers through these stories, especially because documenting their successes helps advance their careers and gives more senior leaders the chance to celebrate their teams.

Why are case studies important in marketing?

Case studies are essentially a play-by-play of how your customer recognized that they had a challenge they needed to overcome, why they chose you, what products or services you provided, and how those products or services helped them solve their challenge.

And what makes case studies even more valuable? They’re a great investment because case studies can be repurposed so heavily —everything from PDFs and videos to infographics to social.

In this post, we’ll demonstrate the importance of a case study in business and discuss the top 4 advantages of using case studies in your marketing mix.

Need a hand with writing case studies? We are a SaaS content marketing agency that specializes in writing case studies for companies like ClickUp, WalkMe and LeanData. Check out our case study writing services .

What are 4 advantages of case studies?

1. case studies demonstrate your expertise in your niche.

As a SaaS marketer, your job is to know how to produce a business case study in a way that makes your product or service stand out among your competitors.

Creating case studies is an effective way to capture the attention of buyers in your industry because the content—including the products, services and use cases covered in the piece—will be highly relevant to your target audience and will therefore have a strong chance of resonating with them.

If you’re still wondering, “Why are case studies important?”, then put yourself in your buyer’s shoes. Say you’re evaluating several different customer relationship management (CRM) platforms. All three vendors have an eye-catching website with informative and clever product copy, but only one has a repository of case studies that illustrate how its clients have landed 50% more sales since they’ve implemented this particular CRM . Sounds like a winner to us (and it demonstrates case study importance)!

Case studies are important because our prospects want to see that we’ve helped customers who are in the same industry and have similar pain points. Reference calls are helpful, but it’s important to have stories that sales folks can share easily.  

2. Case studies provide social proof in an original way

What is the importance of a case study? Well, nearly 90% of consumers read product reviews before they make a purchase, which means gathering and publishing social proof is a crucial activity for your SaaS company.

Changing consumer behavior is another reason why case studies are important. Case studies give your readers what they’re looking for, which is confirmation from other B2B buyers just like them that your products and services are the real deal.

Another advantage of case studies is that by nature, they’re original stories about individuals with specific challenges and goals. Knowing how to write a case study that goes beyond generic product reviews is critical.

When writing a case study, dig deep into everything from how your team helps customers implement your software to what your customer’s future use cases could include. This type of content gives your prospect thorough insight into what it’s like to use your products and work with your company.

Case studies offer social proof for how we provide value to our customers. Our sales team uses our case studies to build credibility and offer “proof points” for why (and how) Crossbeam can solve their problems.

3. Case studies help your SaaS company close sales

Let’s quickly recap the last 2 points:

1) Case studies capture your buyers’ attention with highly relevant content that positions your SaaS company as an expert in the products or services you deliver.

2) Case studies also build trust by sharing social proof in an interesting format that uses storytelling to weave a narrative. For those two reasons, case studies are fantastic content marketing tools to help you close sales. 

In addition, especially if your offerings are complex, it’s essential to help potential customers understand how your software will meet their needs. Case studies give you an opportunity to explain— with real-world examples and visual aids —the more complicated aspects of your products and services.

Case studies are important because they provide real-life examples of positive customer outcomes and sentiment—a critical part of gaining buy-in from prospects during a sales cycle.

4. Strengthen customer relationships

If you’re hesitant to ask your customers to participate in case studies, you’re not alone. It’s normal to feel like you might be imposing on a customer by asking them to take time out of their busy schedule for an interview, but chances are they’d be happy to help you craft a case study to illustrate your mutual success working together.

When it comes to the question, “Why are case studies important?”, one of the best answers is that they can help you strengthen customer relationships by letting your customers know you believe they have a valuable story. This gesture of goodwill can increase customer retention, which can in turn grow your SaaS company’s revenue by as much as 95% .

Case studies are important because they give you the opportunity to celebrate an existing customer, which in and of itself is of immense value. Secondarily, for both customers and prospects alike, they always prefer to “see someone like them” rather than just hear you spew what-ifs at them.

Need a hand with your case studies ?

Now that you understand why case studies are so important, it’s time to take action—and we can help.

As a SaaS content marketing agency , we write case studies for high-growth B2B SaaS companies like ClickUp, WalkMe and Okta. Check out our case study writing service then get in touch.

As the founder of Uplift Content, Emily leads her team in creating done-for-you case studies, ebooks and blog posts for high-growth SaaS companies like ClickUp, Calendly and WalkMe. Connect with Emily on Linkedin

Sign up for the Content Huddle newsletter

Learn from Emily’s 17 years of aha moments, mistakes, observations, and insights—and find out how you can apply these lessons to your own marketing efforts.

You can unsubscribe any time. Visit our  Terms of Use  for information on our privacy practices.

• Join the AMA
• Find learning by topic
• Free learning resources for members
• Credentialed Learning
• Training for teams
• Why learn with the AMA?
• Marketing News
• Academic Journals
• Guides & eBooks
• Marketing Job Board
• Academic Job Board
• AMA Foundation
• Diversity, Equity and Inclusion
• Collegiate Resources
• Awards and Scholarships
• Sponsorship Opportunities
• Strategic Partnerships

We noticed that you are using Internet Explorer 11 or older that is not support any longer. Please consider using an alternative such as Microsoft Edge, Chrome, or Firefox.

AMA Membership rates increase on Oct. 8—renew or join now to secure the current rate! Explore Membership .

How to Design Strong Case Studies

Sarah Steimer

A well-crafted case study can showcase a mindful marketing strategy

Reflection is hip right now. Personal and professional mindfulness trends hype the benefits of contemplating and celebrating. For some, the act of reflection might mean meditation or journaling. For marketers, reflection often means building a case study.

The goal of case studies may be to attract new customers, present a new idea or promote yourself to a potential employer. Whatever the purpose, these structured reflections can have major implications. For example, Marketing Charts found that case studies help convert the most leads for B2B companies .

But where to begin a case study can seem overwhelming—and what works for one won’t work for all. Sometimes, the best-designed reflections come from good preparation, with wiggle room to be surprised.

What Projects Are Worth Turning Into Case Studies

Kristie Ritchie, VP of marketing at Upshot , says that case studies should be crafted anytime a marketer or company tries something new or innovates the brand, product or its approach. Case studies can be crafted for product launches or when project results are outstanding. “Really, anything can be turned into a case study if you have the right information and story,” she says.

Case studies are being used to attract new customers, so they should include examples that are relevant to the audience. “Case studies are meant to mirror the diversity of customers to make it easier for customers to see themselves or their use case,” says Sam Balter, senior marketing manager at HubSpot .

Balter uses website building and hosting company Squarespace as an example. The company tapped well-known actors Keanu Reeves and Jeff Bridges to draw attention in its commercials, but then highlighted the actors’ stories to mimic how regular customers would use the product. The average Squarespace user hasn’t starred in a cult classic movie, but, the ad suggests, if Squarespace is good enough and simple enough for Bridges to make a website for his spoken-word and ambient sounds album, it’s good enough for the average user’s small business.

“You probably want to focus on people who are slightly above average in terms of name recognition,” Balter says, but those high-profile spokespeople should still have a use case that will resonate with the most common customers.

When to Begin Working on a Case Study

There are at least two schools of thought on case study writing: Start as soon as the spotlight project or campaign ends, while the details are still fresh, or start even sooner. “Work on it throughout the process by having someone document milestones, program changes and results,” Ritchie says.

There’s also an argument for postponing case study creation. Balter says that the hiatus depends on the type of project you’re highlighting. For example, a website redesign intended to improve traffic won’t show results for at least a few weeks. Balter argues that marketers should consider case studies to be evolving pieces of content that receive occasional updates rather than static pieces set in stone.

When to Use a Template

Reflection is nice, but when time is short, a prepared template for case studies can keep work on schedule. Ritchie suggests preparing different templates for different types of campaigns. “A brand campaign case study might look totally different than a shopper marketing case study,” she says. Many templates will include similar elements, such as business challenges, insights, strategy or tactics and results. Some may flow better as a story than a formatted report.

Just as the same format shouldn’t be used for every type of project, Balter cautions against jamming a case study into an inappropriate template and missing what makes each project unique. Marketers should leave room for flexibility, as special stories can be the difference between a forgettable study and a memorable one. Marketers should include details that may only seem important to an individual client or company, Balter says, because they inject interest into the case study and provide relatable content.

Steps to Build a Case Study

1. Determine Its Purpose

Is the case study intended to lure new customers? Is it for an industry presentation? Determine the criteria that will make it successful. Knowing the target audience and what questions they need answered will drive the content and choice of template.

2. Find the Example That Best Fits the Goal

Use a case study from a particularly compelling client (especially one that is recognizable). If the case study requires reaching out to a company for approval or to learn more about the results, start with a pre-interview. “You don’t necessarily want to set expectations,” Balter says. “You want to reach out and say, ‘I’d love to hear about your story. I work on our customer success team, I’m just looking to learn more.’ Start with something that allows you to get that information without promising too much.”

3. Gather the Basics

Have a team member track core information as the project progresses. You’ll also collect final data and results—anything quantifiable. “It’s good to keep this information factual, so you can take a journalistic approach to writing case studies—find out what’s valuable to the reader and adapt the story to that,” Ritchie says.

4. Produce in a Compelling Format

Some case studies will lend themselves best to video, particularly if the subjects are well-spoken. Don’t push a format that doesn’t fit the content. A technical-heavy case study won’t be visually interesting, and the important pieces may be best communicated with a chart anyhow.

5. Leave Room for Something Unique

As Balter suggests, a subject may give you a one-of-a-kind story. If the case study is internal, Ritchie recommends including lessons learned. Whatever the purpose of the case study, there’s an opportunity to inject something memorable.

Sarah Steimer is a writer, editor, podcast producer, and yoga teacher living in Chicago. She has written for Marketing News, Chicago magazine, Culture magazine, the Pittsburgh Post- Gazette, and other outlets.

By continuing to use this site, you accept the use of cookies, pixels and other technology that allows us to understand our users better and offer you tailored content. You can learn more about our privacy policy here

• SUGGESTED TOPICS
• The Magazine
• Newsletters
• Managing Yourself
• Managing Teams
• Work-life Balance
• The Big Idea
• Data & Visuals
• Case Selections
• HBR Learning
• Topic Feeds
• Account Settings
• Email Preferences

What the Case Study Method Really Teaches

• Nitin Nohria

Seven meta-skills that stick even if the cases fade from memory.

It’s been 100 years since Harvard Business School began using the case study method. Beyond teaching specific subject matter, the case study method excels in instilling meta-skills in students. This article explains the importance of seven such skills: preparation, discernment, bias recognition, judgement, collaboration, curiosity, and self-confidence.

During my decade as dean of Harvard Business School, I spent hundreds of hours talking with our alumni. To enliven these conversations, I relied on a favorite question: “What was the most important thing you learned from your time in our MBA program?”

• Nitin Nohria is the George F. Baker Jr. and Distinguished Service University Professor. He served as the 10th dean of Harvard Business School, from 2010 to 2020.

Partner Center

More From Forbes

The importance of multi-format case studies in marketing.

• Share to Facebook
• Share to Twitter
• Share to Linkedin

Founder + Creative Director at Gallery Design Studio NYC , award-winning B2B content creative agency.

When prospects are in the awareness or consideration phase in their buyer’s journey, there’s usually a point where sales and marketing teams sense their buyer is on the precipice of purchasing. You may need just one more content piece to sell your service offering. One great option is a case study.

Case studies illustrate exactly how your company helped a previous or current client. According to Content Marketing Institute, 73% of the most successful content marketers used case studies. Nearly 50% of SaaS companies say case studies drive sales.

Before we dive into the "why" and "how," let’s tackle "what" components you need for a successful case study.

1. Provide example(s).

You need one example of a successful previous or existing client. Focus on how your company helped them grow, sell and/or scale. Having a real-life example is vital for your case study—the whole point of this content format is to present a brief "study" of a successful "case." If you get permission to name your client, that’s great, but if you don’t, you can always anonymize them and still share limited information. For example, someone could refer to my company as an “NYC-based creative agency.” You can do up to three examples in a case study, but ideally, the content is a deep dive into one single case.

2. Show the data.

Case studies are most powerful when they share clear, relevant data on how you helped a company improve. Do you save time? Then you want clear data on minutes/hours/days saved and over what time period. Does your service offering drive revenue? Sharing specific dollar amounts is great; but if you need to anonymize, you can do this with percentages. Say your service helped your client go from $5 million to $7.5 million in revenue in one year. Your case study can highlight how your service increased revenue by 50% in one year. If you don’t have numbers, showcase qualitative data—for example, “Impeccably designed sales pitch decks gave us the confidence to pitch bigger and better accounts.” This is an outcome our clients said our creative work did for them.

3. Tell the story.

Humans love stories—even B2B buyers. This is why human-to-human (H2H) approaches are becoming more popular—marketers know the most effective sales come when you remember you’re selling to a person, with feelings, emotions and desires that are tied into this professional buying decision. To build a narrative for your case study, start with the client’s biggest pain point, sympathize with them, describe the “better day,” then tease them with your service offerings and share the numbers that illustrate exactly how your company helped. Don’t forget to end with a call to action (CTA) that gives them next steps.

Choose Your Fighter: Selecting Case Study Formats

People learn in different ways. That’s why you’ll drive more sales by creating case studies in multiple formats. There are three top ways to share your case study: video format, one-page infographic and e-book format.

• Video: One look at any social media platform reveals that videos are powerful and impactful. In a recent survey, Uplift Content found that more than half—55%—of larger companies create case study videos. Uplift also learned that 44% of companies that have yet to incorporate video into their case studies plan to do so this year. Video case studies can be shared on social media, on your website (more on that in a minute) and in nurturing campaigns such as emails or newsletters.

• One-Page Infographic: Technically, this can be a bit longer than a page, but the idea is to create a screen-sized (maybe a touch longer) version of your case study. Walk folks through the biggest pain points and most impressive (relevant) statistics. Use fun graphics to draw and keep interest.

• E-book format: Given that 37% of buyers will send case studies to their fellow buying committee members and 66% of buyers choose to share business content via email, e-books are a great format for case studies. They’re also the longest content format recommended for case studies, giving you an opportunity to dive deep and provide useful background information on the client mentioned in the case study, the product/solution they chose and lots of specific data on how your company helped them solve their pain points.

Bring It All Together: Case Study Landing Page

The truth is that you don’t have to choose just one format for your case study. I actually recommend embracing all three and putting them on a landing page on your website.

By having all three formats of your case study on one page, you ensure different types of learners can access the valuable information. Uplift Content’s recent survey found that 62% of larger companies are using video and text together. Plus, the video or infographic may prompt someone to read the entire e-book, gaining even more in-depth information to propel their buying decision.

Hosting case studies on your website does more than propel sales—it can also be a great way to harness search engine optimization (SEO) and serve as a lead magnet, drawing prospects to your page. Remember to include a contact form with a compelling CTA on your case study page so intrigued prospects can enter your sales funnel.

When it comes to purchases, it’s especially useful to host all your case study formats in a single place so buyers who are ready to purchase can share the landing page with other stakeholders. After all, most B2B buying decisions involve six to seven people . A single location with multiple case study formats could be the deciding factor that helps clients choose you.

Tell the Best Story

When it comes to increasing sales with multi-format case studies, there’s really only two things to remember: Tell a story using data, and tell your story in multiple ways. Data captures attention, and multiple formats hold that attention long enough to help you make that sale.

Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?

• Editorial Standards
• Reprints & Permissions

Case Studies On International Marketing Campaigns

InternationalMarketing.io

Welcome to a comprehensive exploration of international marketing campaigns through the lens of real-world case studies. We'll delve into the strategies, successes, and lessons learned from various global brands. This blog post aims to provide valuable insights for marketers aiming to make their mark on the international stage.

The Power of Localization: McDonald's Case Study

McDonald's, a global fast-food giant, provides a compelling case study on the power of localization in international marketing. The brand has successfully established itself in over 100 countries, not by imposing a one-size-fits-all menu, but by tailoring its offerings to local tastes.

In India, for instance, McDonald's respects the country's cultural and religious practices by not serving beef or pork. Instead, they offer a menu filled with vegetarian options and locally-inspired dishes like the McAloo Tikki. This strategy has allowed McDonald's to thrive in a market where many Western fast-food chains have struggled.

Similarly, in Japan, McDonald's introduced the Teriyaki Burger, a product that aligns with the local palate. They also launched the Ebi Filet-O, a shrimp burger catering to Japan's seafood-loving population. These localized strategies have cemented McDonald's position in the Japanese market.

Embracing Cultural Sensitivity: Coca-Cola's Case Study

Coca-Cola's international marketing strategy offers valuable lessons in cultural sensitivity. The beverage giant, present in over 200 countries, has mastered the art of connecting with local audiences while maintaining its global brand identity.

In 2011, Coca-Cola launched the 'Share a Coke' campaign in Australia, replacing its logo on bottles with common Australian names. The campaign was a massive success, leading to a significant increase in sales. Recognizing its potential, Coca-Cola adapted the campaign for other markets, replacing the names with locally popular ones, thereby creating a personal connection with consumers worldwide.

Another notable campaign is Coca-Cola's Ramadan marketing efforts in the Middle East. The company creates special advertisements that respect and celebrate the holy month, demonstrating a deep understanding and respect for local customs and traditions.

Leveraging Digital Platforms: Nike's Case Study

Nike's international marketing campaigns demonstrate the effective use of digital platforms to engage global audiences. The sportswear giant has leveraged social media, mobile apps, and online advertising to create impactful campaigns that resonate with consumers worldwide.

Nike's 'Dream Crazy' campaign, featuring controversial athlete Colin Kaepernick, sparked global conversations about racial injustice and the role of athletes in activism. The campaign, launched on digital platforms, reached millions worldwide, generating extensive media coverage and discussions on social media.

In China, Nike used popular messaging app WeChat to launch a successful Lunar New Year campaign. The campaign allowed users to gift Nike products to friends and family, tapping into the local tradition of gift-giving during the festival.

Harnessing the Power of Collaboration: H&M's Case Study

H&M, the Swedish fast-fashion retailer, has effectively used collaborations in its international marketing strategy. By partnering with luxury designers and celebrities, H&M has created buzzworthy campaigns that appeal to consumers worldwide.

H&M's collaborations with designers like Karl Lagerfeld, Versace, and Balmain have resulted in limited-edition collections that generate global anticipation and excitement. These collaborations not only boost sales but also enhance H&M's brand image by associating it with high-end luxury brands.

Similarly, H&M's partnership with pop icon Beyoncé for the 'Beyoncé as Mrs. Carter in H&M' campaign had a global impact. The campaign featured Beyoncé in an array of H&M summer outfits, appealing to her vast international fan base and boosting H&M's summer sales.

Utilizing Influencer Marketing: Daniel Wellington's Case Study

Daniel Wellington, a Swedish watch brand, provides an excellent case study on the use of influencer marketing in international campaigns. The brand has built its global presence primarily through social media influencers.

Daniel Wellington gives influencers a free watch and a personalized discount code for their followers. This strategy not only promotes the brand but also drives sales through the discount codes. The brand's collaboration with influencers like Kendall Jenner, who has a massive global following, has significantly increased its international visibility and appeal.

Adopting Sustainability: Patagonia's Case Study

Patagonia, an outdoor clothing brand, has made sustainability the cornerstone of its international marketing strategy. The brand's commitment to environmental responsibility resonates with consumers worldwide, making it a leader in sustainable business practices.

Patagonia's 'Don't Buy This Jacket' campaign, launched on Black Friday, urged consumers to consider the environmental cost of their purchases. The campaign received global attention, reinforcing Patagonia's image as a brand that prioritizes the planet over profits.

Key Takeaways from International Marketing Campaign Case Studies

These case studies illustrate the diverse strategies employed in successful international marketing campaigns. From localization and cultural sensitivity to digital engagement, collaborations, influencer marketing, and sustainability, these brands have navigated the complexities of international marketing with aplomb. As we move forward in an increasingly globalized market, these lessons become even more valuable for marketers aiming to make their mark on the world stage.

Artificial Intelligence

How we talk about ai is important: a case study, the use of ai in diagnosing dyslexia..

Posted September 13, 2024 | Reviewed by Kaja Perina

• The language we use to talk about language-based AI may set expectations beyond current capabilities.
• Conversely, other forms of AI have exceeded expectations by resolving previously intractable problems.
• This discrepancy between expectations and capabilities impacts all our lives through policy and legislation.

How we talk about AI is important—and there has been a lot of such talk lately—due to its potential impact on policy makers and decision-makers. How does one separate hype from reality? Such discourse needs to be grounded in the state of technology—what is unlikely or possible and what has already been realized. We also need to watch our language when discussing AI that has verbal capabilities.

The Person-in-the-Machine Effect With Language-Based AI

AI has been around for over six decades but it only captured the popular imagination lately when it mimicked the faculty that makes us human—language. Humans have a natural ability to produce grammatically acceptable sentences in their native tongues. For decades, linguists struggled with this syntax problem: how to create a model that replicates this ability.

The theoretical models were terribly leaky and created both ungrammatical and grammatical sentences. To skirt around this theoretical problem, large language models, based on the vast data on the internet and elsewhere, produce sentences by predicting the next word.

Why, then, ask whether next-word predictors “lie” or “hallucinate”? We endow machines with human qualities when we use such words. Yet, we cannot help ourselves. When we see or hear language, we instinctively imagine a person behind it. After an early mistake by BMW, car manufacturers became mindful that consumers disfavor certain voices in navigation systems. Consumers react strongly to age, gender , ethnic and other stereotypes—even though there really is no person inside the machine.

We instinctively react to human voice because we need to guess a speaker’s age, gender, height, and size to match the person’s speech signal to the intended word. The physical output is highly variable across speakers, which is why the brain has to make these guesstimates to figure out what was said.

The-Expert-in-the-Machine with Autonomous AI

On the one hand, we may be crediting some forms of AI with more capabilities than they actually possess. On the other, we may not fully recognize the actual capabilities of others.

Consider autonomous AI used in the diagnosis and therapy of neurodevelopmental disorders, functions previously reserved for human experts.

AI is being deployed in this area because it overcomes three major obstacles in traditional practice. The first is the complexity of the problem in the case of a disorder such as dyslexia. A person with dyslexia has difficulty learning to read because of deficits in processing language in the brain.

The linguistic system is immensely complex. It is really a conglomeration of many interlocking systems, each with its components, sub-components and sub-sub-components, all the way down to its atomic elements.

Deficits may occur in any part of this complex system. Given wide individual variation, how can we locate the linguistic deficits of each person with dyslexia? Covering the whole linguistic system to find these deficits would take too long. Even covering just one component fully, such as the phonological (sound) component often implicated in dyslexia research, is not feasible.

Traditional evaluations can only do sample testing. But sampling is just as likely to miss a person’s linguistic deficits as find them.

The AI system for dyslexia neither covers all ground mindlessly nor tests the same sample items. Instead, it proceeds intelligently by using a person’s past and current responses to determine the optimal path forward.

To do so, the AI system cross-references billions of data points in its databases. It synthesizes key information to decide on the next step. AI thus overcomes the second obstacle in traditional practice: capacity to hold a vast volume of information to use in analysis. By comparison, our working memory , the mental space for manipulation of ideas and information, is pitifully limited.

Compare the AI expert system to a human expert. Take a task commonly given to struggling readers: break up a word into its single sounds (word segmentation). This is directly tied to a student’s ability to learn an alphabetic system like English.

Say the student is asked to break up the word “speak” into its sounds (phonetically [spik]). If the student just gives the whole word back as one indivisible unit, the AI system may explore further whether she can operate with smaller units than the word, such as the syllable. If she breaks up the word into two, the AI system can go on to determine whether she can operate with sub-syllabic units such as onset ([sp]) and rime ([ik]), and so forth.

The AI system weighs all these options in real time to decide what to deliver next during its interaction online with this user. Natural language is processed super fast in the brain. Orthographic processing (or spelling) occurs in 100-200 miliseconds; phonological in 200-500 milliseconds. Thus the third obstacle to overcome is speed.

During evaluation and intervention, the AI system can only match and monitor the user’s language processing in real time if it operates autonomously without human input. Thus, such a system has to use autonomous AI.

Real-World Consequences of Ignoring the State of Technology

Autonomous AI was developed to address dyslexia because of the size of the problem. Affecting one in five people, dyslexia costs US taxpayers around $100b a year in special services, and more to support a disproportionate number of prison inmates with this learning disability.

New York, in following the footsteps of other states, is currently considering legislation to mandate dyslexia intervention. But the language of the bill inadvertently limits the provision of intervention services to human specialists.

Whether in legislation or policy, the language used has to be carefully crafted so that it is forward-looking—because the future is already here.

Coral PS Hoh, Ph.D., is a clinical linguist with a PhD in Linguistics and the CEO of EduNational LLC.

• Find Counselling
• Find a Support Group
• Find Online Therapy
• United Kingdom
• Asperger's
• Bipolar Disorder
• Chronic Pain
• Eating Disorders
• Passive Aggression
• Personality
• Goal Setting
• Positive Psychology
• Stopping Smoking
• Low Sexual Desire
• Relationships
• Child Development
• Self Tests NEW
• Therapy Center
• Diagnosis Dictionary
• Types of Therapy

It’s increasingly common for someone to be diagnosed with a condition such as ADHD or autism as an adult. A diagnosis often brings relief, but it can also come with as many questions as answers.

• Emotional Intelligence
• Gaslighting
• Affective Forecasting
• Neuroscience