best case study examples

23 Pro Tips for Running a Successful Business — From Building Your Company Benefits to Leading a Team (+ Expert Insights)

Published: September 05, 2024

Just about anyone can start a business … but what does it take to run a successful business? Through my personal experience, I’ve found that running a business successfully is about a lot more than filling out a few forms, getting the permits or licenses you need, and selling a product.

To the contrary, I’ve learned that running a business that thrives long-term requires a wide range of skills, strategies, and tools . In this article, I’ll share my top tips for running a successful business, based on takeaways from my own career as well as recommendations from a range of business experts. With these pro tips, you’ll have everything you need to launch — and maintain — a thriving, sustainable business.

Table of Contents

What does business success look like?

What makes a business successful, what factors can impact business success, business success trends [new data], how to run a business.

One of the reasons it’s so hard to run a thriving business is that there are many different ways to measure success. Each business owner must create their own unique definition — and stick to it.

For some business owners, success means profit (whether that means short-term gains or long-term wealth and growth). For some owners, it’s more about personal wealth and collecting expensive assets such as homes or cars, while others are more focused on business profits. In contrast, other owners measure their value as their ability to solve problems for their customers, while yet others define success as progress toward a larger dream or mission.

Revenue, gross profit, and cash flow management impact the present and future of every company. But to create sustained value, businesses need to make their own definitions of success.

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• Data-Driven Case Study Template
• Product-Specific Case Study Template
• General Case Study Template

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• Focus on the customer experience.
• A powerful business idea.
• Offering value to your target audience.
• Being flexible and quick to adapt.
• Bold decision-making and creative problem-solving.
• Paying attention.
• Getting out of the office.

The world is changing quickly. As such, the strategies and habits that worked in the past don’t guarantee success today. Whether you’re starting a business for the first time or working to pivot your company in a new direction, running a business today means staying open to new ideas and taking in an ever-growing flood of information. Here are some of my top tips for running a successful company in an increasingly uncertain and evolving business environment:

1. Focus on the customer experience.

Today’s customers and prospects have access to more information than ever before. According to HubSpot Research , 79% of customer service teams feel customers are more informed than they were in the past, and almost 90% of surveyed leaders say their expectations are higher than ever before.

As a result, in many situations, how you treat your customers — that is, your customer experience — has more of an impact on your business success than your pricing or even your products. Customer experience is the overall impression you give your customers, and it influences their perception of your brand across each stage and touchpoint of the customer journey.

This means that businesses need to focus on every step of the buyer journey, identifying hurdles on that path and offering new opportunities to create a great customer experience. Specifically, there are a few tactical ways you can build a customer focus into your business:

• Make customer experience a priority by gathering insights from everyone on your team
• Take steps to reduce friction and focus your team’s energy on what’s most important to your customers
• Look at your product experience from customers’ point of view
• Solve problems before they impact your customers
• Invest in training and supporting your customer service team

Customers want and expect a great experience from beginning to end, and they’re often willing to pay a premium for it. Are you ready to provide that experience? Are you over-delivering on your CX? To run a successful business, you should be.

Featured Resources

• Customer experience strategy
• How to improve your customer experience
• Customer experience trends

2. A powerful business idea.

The oldest companies in the world have been around for as long as 1,400 years . But many companies struggle to last: In 2023 alone, over 18,000 U.S. businesses filed for bankruptcy .

Every business is born from an idea. Some ideas are riskier than others. Some ideas seem like a good plan but fizzle out over time. In my experience, there are a few steps you can take to identify an idea that will make your business a success.

[Video: How Sam Parr Comes Up With $10,000,000 Dollar Business Ideas (#62) ]

First, start with what you know. If you’ve ever had a hobby or job you’re passionate about, you know that every niche is more complex than it seems. As you learn more, you get a clearer picture of the joys and challenges below the surface.

For example, a gamer who’s obsessed with Stardew Valley is a totally different customer from a Half-Life player. If you try to build a business that targets all video game players, rather than a more specific sub-group, you might struggle to meet the needs of this diverse customer base.

Next, you’ll want to talk to your community. Whether it’s family and friends or an online group, it’s smart to test out the value of your ideas with a group of people. This can help you refine your idea and determine common objections.

Finally, it’s essential to do your research before you launch your business idea. If you want to create a product or service that people are willing to pay for, it has to be unique, useful, and high-quality. That kind of idea may take some time to polish before it’s ready for purchase.

• Small business ideas
• Business opportunities

3. Offering value to your target audience.

A great idea is important, but it isn’t enough to build a successful business. Indeed, in my experience, it’s easy to come up with a great idea. What’s difficult is executing that idea effectively.

Moreover, even if you’ve executed your current idea, no great product is ever finished. To continue to offer value, many products need constant updates in response to customer reviews and internal feedback.

Pro tip: It’s not just about the product. Even if your product or service is perfect, the foundation of any successful business is trust.

To develop trust, your business needs to go above and beyond target audience expectations . There are a few strategies that I’ve found can be particularly helpful in building and sustaining trust. First, it’s important to make sure that your product does exactly what you say it does. Never over-promise, or sell functionality your product doesn’t have.

It’s also critical to provide value throughout the customer experience, from support to instructions to your return policy. After all, value isn’t just the cost of making your product or what you ask in exchange for it. It’s customers’ perceptions and how reliably you meet or exceed their expectations.

For example, the athleisure brand PopFlex doesn’t just sell clothes. It also runs a fitness blog called Blogilates that offers a wide range of additional resources to support its customers.

To be sure, networking is a buzzword that can be off-putting to some. But in reality, networking is just about fostering relationships. If you support businesses that complement yours, they’re likely to return that investment and support, creating a steady stream of referrals and connections that can help your business grow.

To be a great partner to the people in your network, start with your common values. Reach out to people in your local community and online who align with the mission and ideals you strive for personally and in your business. Then, create clear expectations and maintain friendly and consistent communication.

• Guide to networking
• Building business relationships

5. Competitive analysis.

Some ideas may be so unique that there’s little to no competition, but most businesses will be entering an already crowded market. To succeed in a market that’s full of established providers, you need a unique spin on your product or niche — and that means conducting a competitive analysis.

Pro tip: When it comes to beating out the competition, founder of OswaldoMedia Oleg Segal argues that “The key is to leverage your business’ uniqueness and serve a niche your larger competitor doesn’t cater to.”

A competitive analysis can help you learn about your top competitors’ products, marketing, and approaches to sales. In some cases, you may learn things that lead you to take your business in a new direction, while in others, you might find a need or problem that only your business can solve. This process can also help you set benchmarks and understand what it will take to reach your business goals.

The more organized you are, the more useful your competitive research will be. It’s also a good idea to perform this analysis on a consistent basis — ideally, as frequently as once a quarter — so you can respond quickly to changes in your industry.

• Competitive analysis kit
• Competitive analysis templates

6. Choosing the right pricing.

In my experience, getting your pricing strategy right is one of the most important factors for building a sustainable business. If your prices are too high, you’ll struggle to sell … and if they’re too low, you won’t be able to cover your costs.

Pricing your products to sell is a skill that may take some time to learn. At the same time, setting prices is also one of the first things you’ll need to do when starting a business. As such, it’s important to think carefully about whether your products are priced appropriately.

Are you pulling in enough revenue to stay afloat? How many units will you need to sell each period to reach your revenue and profitability goals? Asking questions like these (and consistently documenting your answers) will help you keep your business running and thriving.

Featured tool: Pricing strategy calculator

7. Long-term goals and vision.

People start businesses for many different reasons. Some want to make ends meet with a side gig. Others want to replace their full-time job and be their own boss. Whatever your reason, decide upfront how you want your business to scale. If you aren’t thoughtful about your long-term plans, you might not be prepared for what could happen.

For example, marketing can be unpredictable. Businesses sometimes go viral for doing great work and aren’t prepared for the influx of new customers. Knowing in advance whether you’ll meet the moment or let it pass you by can save you from missing out on unexpected opportunities or, worse still, from having to close your business because you weren’t prepared to scale.

Featured tool: Growth Grader

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

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Marketing tips

16 case study examples (+ 3 templates to make your own)

I like to think of case studies as a business's version of a resume. It highlights what the business can do, lends credibility to its offer, and contains only the positive bullet points that paint it in the best light possible.

Imagine if the guy running your favorite taco truck followed you home so that he could "really dig into how that burrito changed your life." I see the value in the practice. People naturally prefer a tried-and-true burrito just as they prefer tried-and-true products or services.

To help you showcase your success and flesh out your burrito questionnaire, I've put together some case study examples and key takeaways.

What is a case study?

A case study is an in-depth analysis of how your business, product, or service has helped past clients. It can be a document, a webpage, or a slide deck that showcases measurable, real-life results.

For example, if you're a SaaS company, you can analyze your customers' results after a few months of using your product to measure its effectiveness. You can then turn this analysis into a case study that further proves to potential customers what your product can do and how it can help them overcome their challenges.

It changes the narrative from "I promise that we can do X and Y for you" to "Here's what we've done for businesses like yours, and we can do it for you, too."

16 case study examples 

While most case studies follow the same structure, quite a few try to break the mold and create something unique. Some businesses lean heavily on design and presentation, while others pursue a detailed, stat-oriented approach. Some businesses try to mix both.

There's no set formula to follow, but I've found that the best case studies utilize impactful design to engage readers and leverage statistics and case details to drive the point home. A case study typically highlights the companies, the challenges, the solution, and the results. The examples below will help inspire you to do it, too.

1. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Volcanica Coffee and AdRoll

People love a good farm-to-table coffee story, and boy am I one of them. But I've shared this case study with you for more reasons than my love of coffee. I enjoyed this study because it was written as though it was a letter.

In this case study, the founder of Volcanica Coffee talks about the journey from founding the company to personally struggling with learning and applying digital marketing to finding and enlisting AdRoll's services.

It felt more authentic, less about AdRoll showcasing their worth and more like a testimonial from a grateful and appreciative client. After the story, the case study wraps up with successes, milestones, and achievements. Note that quite a few percentages are prominently displayed at the top, providing supporting evidence that backs up an inspiring story.

Takeaway: Highlight your goals and measurable results to draw the reader in and provide concise, easily digestible information.

2. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Taylor Guitars and Airtable

This Airtable case study on Taylor Guitars comes as close as one can to an optimal structure. It features a video that represents the artistic nature of the client, highlighting key achievements and dissecting each element of Airtable's influence.

It also supplements each section with a testimonial or quote from the client, using their insights as a catalyst for the case study's narrative. For example, the case study quotes the social media manager and project manager's insights regarding team-wide communication and access before explaining in greater detail.

Takeaway: Highlight pain points your business solves for its client, and explore that influence in greater detail.

3. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} EndeavourX and Figma

My favorite part of Figma's case study is highlighting why EndeavourX chose its solution. You'll notice an entire section on what Figma does for teams and then specifically for EndeavourX.

It also places a heavy emphasis on numbers and stats. The study, as brief as it is, still manages to pack in a lot of compelling statistics about what's possible with Figma.

Takeaway: Showcase the "how" and "why" of your product's differentiators and how they benefit your customers.

4. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} ActiveCampaign and Zapier

Zapier's case study leans heavily on design, using graphics to present statistics and goals in a manner that not only remains consistent with the branding but also actively pushes it forward, drawing users' eyes to the information most important to them. 

The graphics, emphasis on branding elements, and cause/effect style tell the story without requiring long, drawn-out copy that risks boring readers. Instead, the cause and effect are concisely portrayed alongside the client company's information for a brief and easily scannable case study.

Takeaway: Lean on design to call attention to the most important elements of your case study, and make sure it stays consistent with your branding.

5. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Ironclad and OpenAI

In true OpenAI fashion, this case study is a block of text. There's a distinct lack of imagery, but the study features a narrated video walking readers through the product.

The lack of imagery and color may not be the most inviting, but utilizing video format is commendable. It helps thoroughly communicate how OpenAI supported Ironclad in a way that allows the user to sit back, relax, listen, and be impressed. 

Takeaway: Get creative with the media you implement in your case study. Videos can be a very powerful addition when a case study requires more detailed storytelling.

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GitHub's case study on Shopify is a light read. It addresses client pain points and discusses the different aspects its product considers and improves for clients. It touches on workflow issues, internal systems, automation, and security. It does a great job of representing what one company can do with GitHub.

To drive the point home, the case study features colorful quote callouts from the Shopify team, sharing their insights and perspectives on the partnership, the key issues, and how they were addressed.

Takeaway: Leverage quotes to boost the authoritativeness and trustworthiness of your case study. 

7 . .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Audible and Contentful

Contentful's case study on Audible features almost every element a case study should. It includes not one but two videos and clearly outlines the challenge, solution, and outcome before diving deeper into what Contentful did for Audible. The language is simple, and the writing is heavy with quotes and personal insights.

This case study is a uniquely original experience. The fact that the companies in question are perhaps two of the most creative brands out there may be the reason. I expected nothing short of a detailed analysis, a compelling story, and video content. 

Takeaway: Inject some brand voice into the case study, and create assets that tell the story for you.

8 . .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Zoom and Asana

Asana's case study on Zoom is longer than the average piece and features detailed data on Zoom's growth since 2020. Instead of relying on imagery and graphics, it features several quotes and testimonials. 

It's designed to be direct, informative, and promotional. At some point, the case study reads more like a feature list. There were a few sections that felt a tad too promotional for my liking, but to each their own burrito.

Takeaway: Maintain a balance between promotional and informative. You want to showcase the high-level goals your product helped achieve without losing the reader.

9 . .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Hickies and Mailchimp

I've always been a fan of Mailchimp's comic-like branding, and this case study does an excellent job of sticking to their tradition of making information easy to understand, casual, and inviting.

It features a short video that briefly covers Hickies as a company and Mailchimp's efforts to serve its needs for customer relationships and education processes. Overall, this case study is a concise overview of the partnership that manages to convey success data and tell a story at the same time. What sets it apart is that it does so in a uniquely colorful and brand-consistent manner.

Takeaway: Be concise to provide as much value in as little text as possible.

10. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} NVIDIA and Workday

The gaming industry is notoriously difficult to recruit for, as it requires a very specific set of skills and experience. This case study focuses on how Workday was able to help fill that recruitment gap for NVIDIA, one of the biggest names in the gaming world.

Though it doesn't feature videos or graphics, this case study stood out to me in how it structures information like "key products used" to give readers insight into which tools helped achieve these results.

Takeaway: If your company offers multiple products or services, outline exactly which ones were involved in your case study, so readers can assess each tool.

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I'm personally not a big KFC fan, but that's only because I refuse to eat out of a bucket. My aversion to the bucket format aside, Contentful follows its consistent case study format in this one, outlining challenges, solutions, and outcomes before diving into the nitty-gritty details of the project.

Say what you will about KFC, but their primary product (chicken) does present a unique opportunity for wordplay like "Continuing to march to the beat of a digital-first drum(stick)" or "Delivering deep-fried goodness to every channel."

Takeaway: Inject humor into your case study if there's room for it and if it fits your brand. 

12. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Intuit and Twilio

Twilio does an excellent job of delivering achievements at the very beginning of the case study and going into detail in this two-minute read. While there aren't many graphics, the way quotes from the Intuit team are implemented adds a certain flair to the study and breaks up the sections nicely.

It's simple, concise, and manages to fit a lot of information in easily digestible sections.

Takeaway: Make sure each section is long enough to inform but brief enough to avoid boring readers. Break down information for each section, and don't go into so much detail that you lose the reader halfway through.

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Salesforce created a video that accurately summarizes the key points of the case study. Beyond that, the page itself is very light on content, and sections are as short as one paragraph.

I especially like how information is broken down into "What you need to know," "Why it matters," and "What the difference looks like." I'm not ashamed of being spoon-fed information. When it's structured so well and so simply, it makes for an entertaining read.

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Benchling is an impressive entity in its own right. Biotech R&D and health care nuances go right over my head. But the research and digging I've been doing in the name of these burritos (case studies) revealed that these products are immensely complex. 

And that's precisely why this case study deserves a read—it succeeds at explaining a complex project that readers outside the industry wouldn't know much about.

Takeaway: Simplify complex information, and walk readers through the company's operations and how your business helped streamline them.

15. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Chipotle and Hubble

The concision of this case study is refreshing. It features two sections—the challenge and the solution—all in 316 words. This goes to show that your case study doesn't necessarily need to be a four-figure investment with video shoots and studio time. 

Sometimes, the message is simple and short enough to convey in a handful of paragraphs.

Takeaway: Consider what you should include instead of what you can include. Assess the time, resources, and effort you're able and willing to invest in a case study, and choose which elements you want to include from there.

16. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Hudl and Zapier

I may be biased, but I'm a big fan of seeing metrics and achievements represented in branded graphics. It can be a jarring experience to navigate a website, then visit a case study page and feel as though you've gone to a completely different website.

The case study is essentially the summary, and the blog article is the detailed analysis that provides context beyond X achievement or Y goal.

Takeaway: Keep your case study concise and informative. Create other resources to provide context under your blog, media or press, and product pages.

3 case study templates

Now that you've had your fill of case studies (if that's possible), I've got just what you need: an infinite number of case studies, which you can create yourself with these case study templates.

Case study template 1

If you've got a quick hit of stats you want to show off, try this template. The opening section gives space for a short summary and three visually appealing stats you can highlight, followed by a headline and body where you can break the case study down more thoroughly. This one's pretty simple, with only sections for solutions and results, but you can easily continue the formatting to add more sections as needed.

Case study template 2

For a case study template with a little more detail, use this one. Opening with a striking cover page for a quick overview, this one goes on to include context, stakeholders, challenges, multiple quote callouts, and quick-hit stats. 

Case study template 3

Whether you want a little structural variation or just like a nice dark green, this template has similar components to the last template but is designed to help tell a story. Move from the client overview through a description of your company before getting to the details of how you fixed said company's problems.

Tips for writing a case study

Examples are all well and good, but you don't learn how to make a burrito just by watching tutorials on YouTube without knowing what any of the ingredients are. You could , but it probably wouldn't be all that good.

Have an objective: Define your objective by identifying the challenge, solution, and results. Assess your work with the client and focus on the most prominent wins. You're speaking to multiple businesses and industries through the case study, so make sure you know what you want to say to them.

Focus on persuasive data: Growth percentages and measurable results are your best friends. Extract your most compelling data and highlight it in your case study.

Use eye-grabbing graphics: Branded design goes a long way in accurately representing your brand and retaining readers as they review the study. Leverage unique and eye-catching graphics to keep readers engaged. 

Simplify data presentation: Some industries are more complex than others, and sometimes, data can be difficult to understand at a glance. Make sure you present your data in the simplest way possible. Make it concise, informative, and easy to understand.

Use automation to drive results for your case study

A case study example is a source of inspiration you can leverage to determine how to best position your brand's work. Find your unique angle, and refine it over time to help your business stand out. Ask anyone: the best burrito in town doesn't just appear at the number one spot. They find their angle (usually the house sauce) and leverage it to stand out.

Case study FAQ

Got your case study template? Great—it's time to gather the team for an awkward semi-vague data collection task. While you do that, here are some case study quick answers for you to skim through while you contemplate what to call your team meeting.

What is an example of a case study?

An example of a case study is when a software company analyzes its results from a client project and creates a webpage, presentation, or document that focuses on high-level results, challenges, and solutions in an attempt to showcase effectiveness and promote the software.

How do you write a case study?

To write a good case study, you should have an objective, identify persuasive and compelling data, leverage graphics, and simplify data. Case studies typically include an analysis of the challenge, solution, and results of the partnership.

What is the format of a case study?

While case studies don't have a set format, they're often portrayed as reports or essays that inform readers about the partnership and its results. 

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Hachem Ramki

Hachem is a writer and digital marketer from Montreal. After graduating with a degree in English, Hachem spent seven years traveling around the world before moving to Canada. When he's not writing, he enjoys Basketball, Dungeons and Dragons, and playing music for friends and family.

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17 Brilliant Case Study Examples To Be Inspired By

Lead generation is complex, which means that your best bet is to have multiple touchpoints on different channels designed to capture as many leads as possible.

While you’re setting up your lead generation funnel , remember that you need to have different touchpoints on your site itself, too. It’s not enough, after all, that they’ve landed on your site on their own; you need to convince them to convert as a lead or even as a customer once they’re there.

Case studies can help with this, allowing you to prove what kind of results your brand, product, or service can offer to real clients. You can back up what you’re promising, and show the how, what, who, and why questions that customers may have. They can help generate more leads and accelerate revenue quickly.

We’ve got some great resources on how to get the information on how to conduct great case study interviews and what makes case studies valuable , but today we’re going to look at 17 individual and diverse case study examples and talk about how to write great B2B case studies.

These examples all do something exceptional and approach their case studies a little differently, but they all have outstanding final results. 

Ready to get inspired and get some actionable tips to write your own B2B case studies? Let’s get started.

How to Write Great B2B Case Studies 

Before we start looking at different B2B case study examples, we want to first talk about what makes B2B case studies valuable and effective.

What All Great B2B Case Studies Accomplish 

Case studies are most often used to build trust by proving that you’ve gotten a specific result for clients and that you can do the same for your existing leads. In many cases, case studies should:

• Establish a persona or audience segment that the client fits into (which, in many cases, leads will relate to)
• Explain what the client’s problem was before they started working with your brand
• Detail what solution you offered to help the client (which should include some level of detail regarding the strategies, products, or tactics that you used)
• Share the results, ideally the more specific (and numerical) the better; statistics that show improvements are golden 
• Feature a client impact statement or a testimonial if possible 

You can use this as a guide post (or almost like a template) of how to get started with the content that you need to cover in your case study. 

B2B Case Study Best Practices 

When writing B2B case studies, you always want to follow these best practices:

• Try to stick to a consistent template, that way as you create a fleshed-out case study section on your site, it will be scannable and familiar to leads 
• Tell a story, using a client’s problems and pain points to connect with potential leads and highlighting how you can help; think of the problem as the beginning of the story, the solution as the climax, and the results section as the resolution of the story 
• Be as detailed as you need to be, but as brief as possible; while B2B case studies can certainly trend much longer in length than most B2C case studies, you also want to make sure you’re offering value because if it goes too long, your customers will lose interest 
• Always include hard facts. Statistics, tactical solutions, and quantifiable data reign supreme here. They carry a case study, and they give you a nice impressive title to draw in the clicks, too.
• Rely on great formatting. Do not write a case study that’s nothing more than a giant block of text. Use great formatting to keep the entire case study scannable and easy to read. Break it up with visuals whenever possible. 

1. Breadcrumbs

Breadcrumbs has a number of content-based case studies on our site, and you know we had to feature these case studies first! 

These case studies both accomplish everything we’ve discussed above; they detail a client’s problem and pain points, explain the solution, and share the results and client testimonials. All the major boxes are checked.

What these case studies do differently than most, however, is they use a content-focused approach. The case studies aren’t just boasting about the amazing results our clients have seen, but they actually share enough actionable information for other clients to replicate their success, too. 

Let’s look at our case study, How to Reduce Your SLA by 99% . It discussed how a single client did reduce their SLA by 99%, but it also gives enough information that other users can discover how to use lead scoring to reduce SLA successfully themselves. 

The case study is downloadable, which a “Download” button at the top of the page next to “Request Demo” and “Start Free” CTAs. It also features a well-formatted “What you’ll learn” section to engage users and assure them that they won’t just be reading about a client story, but they’ll walk away with something helpful.

One other thing to note here is that some B2B case studies can feel, for lack of a better word, a little cold. The client’s business name is mentioned, but pain points are relatively clinical and the tone is dull. That’s not the case with the Breadcrumbs case studies, where individual client contacts are referred to by first name and are written in a more conversational tone. It feels much more personal, and at the end of the day, we’re not just selling to businesses—we’re selling to the people who work for businesses. 

2. AdEspresso

Want to turn your case study into a lead magnet? This case study example from AdEspresso is an excellent demonstration of how to use case studies not only to pique users’ but to actually convert them to leads.

Here’s how it works:

• People go to the case study part of the site, find it through organic search, or are referred there by email, paid social ads, or blog posts
• They read the title and the description, which mentions the company name, what was accomplished, a brief explanation of how (here, it’s split testing, targeting new and existing audiences, and AdEspresso)
• The description gives a concrete result–“GlobeIn doubled its revenue”
• They encourage users to download the PDF 

While most of the case studies that we’re looking at are published on their brands’ sites, this one works as a lead magnet. When users click the “Download PDF” CTA, they’re taken to a landing page with a lead form. 

The landing page touches more on what results were achieved, but still requires users to download the PDF to find out exactly which strategies were used. This works because the case study isn’t just stating “our tool gets more results,” it also offers strategic insights similar to a blog post that readers can leverage to improve their own campaigns. 

If you create case studies that get strategic and are heavily content-based instead of just sharing results, they can act as a different kind of touchpoint in the digital sales funnel .

3. Freshbooks

Most businesses have multiple different buyer personas and audience segments that they’re targeting at any given point in time. When you want your case studies to really be effective, publishing diverse content that really speaks to each of those segments is crucial.

Freshbooks ’ case study examples really showcase how you can do that well. Their case studies feature brief customer stories from “relatable” small businesses (aka not mega CEOs of Fortune 500 companies, who are not Freshbook’s core Facebook target audience) talking about how their business used the tools to benefit.

You can see the different personas represented here. One is an agency that wanted to scale quickly; one case study example featured a growing franchise. Another was for a small business that needed help with tax prep, and the last pictured here is a freelancer who uses the invoicing software’s time tracking features to measure productivity and assess rates. 

These are four very different types of businesses, and it shows potential leads in each audience segment that there’s a reason they should use this tool. By highlighting different use cases, it can increase lead generation for all high-value audiences by appealing to their specific needs instead of just highlighting general stories that would appeal to all.

4. Disruptive Digital

Disruptive Digital is a paid social agency while a high-level holistic approach to advertising. Instead of looking at “general best practices” that you could find on ten other blogs in five seconds or less, they offer strategic insights that showcases how they really get their customers result. They make case study examples a central part of a large number of their blog posts.

They’ll write a blog post about a high-level topic like “how to calculate your target ROAS,” and then show a case study with real client data to walk you through the process. This is more powerful than hypotheticals when you’re talking about data-driven PPC campaigns, and they always use it to back up their arguments as well as teach a strategy. 

While these case study examples aren’t on a dedicated landing page, they work by appealing to users more towards the top of the funnel . It helps to build trust and establish credibility early while setting their blog posts apart. It’s good for their content marketing and lead generation efforts. 

5. CoSchedule

CoSchedule is a well-known SaaS content and social media planning and organization tool, and their case studies are phenomenal. 

They do a few things well. The first is by featuring different types of clients in their case studies. In the case study example below, they’re showcasing not a brand, but a University alumni group. 

Their formatting is also great. The first thing you see is “This 5-Person Marketing Team Managed 12x More Work While Working Remotely” in bright blue across the top of the page. They’ve also got a quick-reference, quick-facts bar on the side of the case study that lists the brand name, the brand’s site, the industry, company size, and marketing team size. Here, you can download a PDF of the case study, and immediately under there is a CTA to request a demo (also in blue, ideally to have the eye go from the headline to the CTA).

The case study itself is well written, and you can read the full study here . It breaks things down by sharing the challenge, the solution, and the results. As you can see below, they have a graph in bright colors to showcase exactly how impactful those results were, with the results in bolded text underneath it. They finish it off with a quote from a key team member to really drive it home.

As far as case study examples go, this one is pretty perfect. The design is excellent, with quick-reference data, important facts highlighted, great design elements to draw the users’ eye and attention where you want it, and a customer quote. They also have a strong CTA to get in touch, which can get the process moving quickly, or the option to download the case study (turning it into valuable content and a lead magnet) if the customer chooses.

6. ONESOURCE

ONESOURCE  is a tax preparation product from Thomas Reuter’s, and the site features the below case study of The Cheesecake Factory—a major American brand—to help showcase value and generate sales. 

As far as design goes, this case study is clean, organized, and condensed. It’s like a digital brochure, with all the information cleanly broken down into bullet points, key quotes and statements, and subheadings. 

They share only the core information that’s needed (including what products were used, what was accomplished, and data about the Cheesecake factory’s tax department) and nothing that isn’t. It’s to the point and highly effective.

Slack is one of the most popular instant communication chat tools available right now, and especially after everyone had to work from home during the pandemic, we’re guessing a large number of readers are familiar with the platform.

Their case studies are, as you’d expect, strong and well-written. They’re longer and read almost more like a story-driven blog post than studies like CoSchedule’s fast-facts, brief-and-to-the-point content. But this works for this brand; storytelling is powerful, after all, and it’s memorable and relatable.

In this case study, they use storytelling to really highlight the company’s pain points, focusing on how shopping habits changed and impacted businesses during COVID-19. They focus on Shipt, a grocery-delivery company that was thrust into high demand quickly. 

The case study talked about how Shipt had been using Slack for years, but how they really embraced advanced features and integrations during COVID to get the most out of the platform. They then share how the company uses it, and share data and statistics about usage . 

There’s a quote from the director of IT in there, too, to stress the importance, and you’ll see they have a “quick facts” tab on the side with a powerful quote that highlights the value, key integrations that were featured, and a CTA to both contact the sales team and to try Slack for free. 

They have a full page of case studies available, all of which state what Slack helped accomplish in a storytelling format as opposed to going hard with the data upfront. This feels more casual, but is just as powerful.

8. Culture Amp

We’re going meta. We just looked at case study examples from Slack, and now we’re going to look at a case study example about Slack. 

Culture Amp helps brands maintain and facilitate their desired communication culture through feedback and communication response.

This case study features my favorite quick facts tab, sharing the brand name featured in the case study, a sentence each about the challenge, solution, and result. And there is, of course, that “request demo” CTA. 

The case study does a few things that you don’t see a lot. They introduce two of the key figures in the Slack department who worked directly with Culture Amp, giving it a more personal touch and adding more credibility to the study.

It’s also well-written and engaging to read. Sentences like “Company culture is Slack’s North Star” aren’t your standard technical and almost clinical “just the facts, ma’am” approach to case studies. The case study is longer than some others, but the creative writing can keep you hooked, and it thoroughly explains how the single brand used the product and services to excel.

9. KlientBoost 

We’ve already looked at one case study from a marketing agency, but the way KlientBoost has their case studies set up, it’s well worth taking a look at another.

Their numerous case studies are found under the “Results” tab on their site, making them all readily visible and easy to locate. It also increases the odds that users will stumble across the case studies on their own, even if they weren’t intentionally looking for them.

And one thing worth noting: They’ve got a sorting feature to “show me clients who” meet certain qualities like “are worth billions, “got acquired,” “have small budgets,” and “have crazy complex offerings.” 

This is an easy way to tell all of their potential clients that “yes, we take clients like you and get results!” while making it simple for them to find proof. 

The case study itself is of course well-written and designed, too. You’ve got a bold, color-contrasting header at the top in large text that lays out core benefits (x results in just three months), with more detailed results visible on the side.

They also break down the different advanced advertising features they used, a customer quote, and an image of what the ads looked like to bring the whole thing together. This shows prospective clients exactly what they can expect when working with the agency, and it builds a massive amount of trust. 

10. Omnivore 

Omnivore.io is a menu management tool designed specifically for restaurants that integrate with other tools to streamline the guest experience.

The content we’re going to look at is a great example of case study creation for hyper-niche industries that have specific needs. 

It’s presented as a standard blog post, but the H1 title says exactly what benefits the company achieved, and they still have a “more seating options, more problems” header to present the challenge in a creative way. 

They then explain how the TableUp app works with Omnivore’s tech and other integrations to be able to offer additional services to customers like adding their party to a restaurant’s waitlist, joining email lists for points, making to-go orders, and more. 

They also shared an example of how a real client (Budweiser) used the feature, and included a blurb about the integrating tool. 

You’ll notice that this case study looks a little different from others that we’ve looked at. It doesn’t have a lot of hard numbers or super detailed examples, but it works because it showcases a specific integration and details specific uses. 

This is, in many cases, going to be an audience focused on use case value more than just statistics; if the tool can do what’s needed, that’s what they’re going to care most about. So this formatting works. 

11. Pepperi

We’re on a food-themed case study roll right now! Next, we’re going to look at a case study of how Chex Finer Foods worked with the Pepperi omnichannel B2B Commerce. 

This case study is long . It’s much longer than the others that we’re looking at, with 6 total pages of content (though some are heavily dominated by images). See the entire case study by clicking above. 

Here’s why it works though: They keep the “Challenges” brief and the client breakdown visible right upfront to show users why they should care. 

The solutions section is also brief, explaining how Pepperi solved the company’s challenges. That all happens within the first page of the case study. 

The rest of the study has five pages that look like this, showing visuals that highlight the exact product that users received when working with Pepperi. There’s no hypothetical mock-up; you get to see the mobile app design , the site, the home page here. Other pages show how search results work for brands with extensive inventories, along with features like analytics, multi-product views, and more. 

For customers who really want to understand what they’re getting and why they should choose this particular service, there’s no doubt. They can see what the interface looks like, and what real clients’ platforms offer. 

12. DOTVOX 

DOTVOX sells hosted VoIP business lines to their clients.

There are a few reasons I really liked this particular case study.

First, they do a great job showcasing how their specific technology can benefit a specific type of client: a multi-site company that needs help with business communications. This is niche enough that some other tools may not be able to help (or that may be a concern that some customers have). 

They also focused the case study on a business in the financial industry, letting other clients in that niche know that they offer secure communication options suited for banks, mortgage lenders, and more. These are high-value clients, so it’s a solid choice. 

Later on in the case study, they break down the individual results, services, and solutions achieved. The “Feature-rich” part is my favorite; they detail unique features that other tools may not offer and explain briefly how they work. 

Potential leads reading this can get a good idea of what’s possible. 

13. PortaFab 

Last but not least, we’ve got this case study from PortaFab . 

The reason I really wanted to look at this particular case study is that it’s not selling a service or a SaaS tool; it’s a physical product being sold to businesses. That automatically changes things up a bit. 

They, of course, have a brief overview of what the project entailed, but it’s organized a bit differently. They featured the challenge on the right side of the case study and the project overview and benefits provided on the left. 

Underneath this, however, they’ve got their solution featured, along with an extensive photo gallery showing the finished project. 

Allowing customers to easily visualize the end result is important for physical goods, so this was a smart call. 

14. Strands Retail

Strands Retail sells personalization and product recommendation software to eCommerce brands. Their case study below features the work they did for mega-brand Chewy.

Featuring this particular client was smart. Chewy is highly regarded for the exceptional customer service experiences they provide, so linking themselves to the brand is a good move. It’s also a massive company, and since the case study focuses on the fact that Chewy needed a solution that scaled with their brand, it gives them outstanding credibility in terms of the potential to serve enterprise-grade clients.

The case study is visually solid and well-designed, too. Since not all leads want to read the details and just want a few quick stats, featuring a few impressive key stats at the top in contrasting colors or with graphics (which they do here) can get the point across quickly and really exemplify how beneficial the product was. 

15. Codeless.io 

Like Breadcrumbs, Codeless.io takes a content-heavy approach to the case studies they feature on their site. 

They don’t just want to show results (which are crucial for a content marketing agency to do in order to leverage trust), but they want to prove that it wasn’t just luck. They got their clients real, sustainable results with careful processes, and they can do the same for you, too. 

Let’s look at an example. Their Loomly case study boasts an impressive 827% increase in CTR by updating the client’s existing content. This is smart, because it highlights a service many agencies may not offer and demonstrates the value of the service to clients who may be reluctant to spend on updating existing content. 

The case study itself is written and formatted almost like a blog post and case study hybrid. You’ve got the essential details about the company listed off to the side, but there’s also an entire H2 section that details more about the business in question. 

They also are incredibly transparent in the processes they used to help their client obtain impressive results, and this is something you won’t see many agencies do because they don’t want to “give away their secrets.” This builds trust, however, because clients can see that there is an actual strategy and that the company can help them, too. Everyone walks away from the case study without a doubt that Codeless was responsible for these results, not luck. 

16. WizeHire 

WizeHire is a hiring platform that helps businesses find the types of applicants they’re looking for, and their case studies do an outstanding job showcasing exactly how their products work and how they impact clients.

This case study , in particular—which features their client over at Mazda—is a great case study example to look at.

Their formatting is a little different than some of the others on this list, but it’s still undeniably effective. Towards the top of the case study, they have a “How We Helped” section. It introduces the point of contact, the client’s past pain points, and basic “before and after” points to highlight the value of the tool. This is a great quick overview to introduce readers to high-value concepts quickly. 

They also use multiple media here, including images, video, and diverse text formatting. This makes the case study visually appealing and more engaging. If you want to just skim quickly through bullet points you can, but there’s also a video where the client raves about their experience.

And, of course, you’ve got a detailed results section highlighting how the client received long-term value from the product, featuring great statistics and a strong client testimonial. 

Kosli is a highly technical tool for software developers and dev ops teams, and their case studies are a great example of how to discuss extraordinarily technical topics in an approachable way.  

Let’s look at this case study , which promotes how their client Firi delivered over 100,000 changes without worrying about compliance. The case study itself is relatively short, but that’s okay, because it doesn’t need to be long to be effective.

It efficiently stresses that Firi operates in Norway, which has some of the most demanding sets of regulatory standards across the globe. That automatically assures customers that no matter where they’re based, this tool can help, making this client selection for the case study a great choice. They also explain the value upfront—100,000 changes and a proven audit trail if needed. 

The formatting of this case study is smart, cleanly listing common challenges and then solutions. They had a “counterpart” solution, if you will, for each challenge listed, showing how they were able to help the client directly. 

And while there isn’t a long list of statistics or improved performance in this case study, that’s okay, too; not every case study absolutely needs that. Instead, they have an explanation from their client (a CTO of the company), who explained why the software was so invaluable for their needs. 

Final Thoughts

Case studies can be powerful tools used to generate and convert leads, boosting your overall revenue. And as you can see above, there’s no one-size-fits-all requirement for what an effective case study looks like or even where it should appear on your website . Take some time to think about what information you want to present and how it would be most effectively portrayed to your leads. This is a good starting point, and make sure to remember to get your design team’s input, too, so it looks and reads well. 

Ready to get more conversions from the case studies you’re creating? Make sure your sales team is ready to nurture incoming leads with lead scoring! Book your free demo of Breadcrumbs today.

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10 Case Study Examples to Inspire Your Marketing Efforts

Sudarshan Somanathan

Head of Content

June 20, 2024

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When your prospects are nearing a decision in their buyer’s journey, a strong case study can sway them your way. After all, everyone, even corporate decision-makers, loves a good story.

That’s why having satisfied customers showcase your strengths is more impactful than any self-promotion. It boosts credibility and earns you valuable recognition when potential customers come across these case studies.

No matter what you offer, case studies work because they build trust. They showcase real-life success stories , their detailed analysis proving your expertise and the quality of your products or services. 

That’s why they’re crucial for organizational growth.

Intrigued? Read on to explore the different types of case studies, their practical applications, and some marketing case study examples. 

By the end of this blog post, you will also have learned how to write a case study using a case study template. ✍️

Understanding Case Studies 

1. illustrative case studies, 2. exploratory case studies, 3. descriptive case studies, 4. cumulative case studies, 5. critical instance case studies, 6. instrumental case studies, 1. lucanet and hubspot, 2. cartoon network and clickup , 3. callingly and zapier , 4. philips and github , 5. google ads and samsung, 6. movingwaldo and mailchimp, 7. shutterstock and workday, 8. pidilite and salesforce , 9. sentinelone and storylane , 10. benchling and airtable , stage 1: research and preparation, stage 2: producing the case study, use the clickup case study template.

A case study is a detailed study of how your product or service has helped past customers. 

It acts as a track record of your company’s association with past customers and an insight into how they benefitted from your product offerings.

You can think of case studies as story-telling based on real-world data and results. 

Potential customers trust them because of their attention to detail in describing exactly how you delivered results for past customers. And if the past customer is someone they know or identify with, acquiring their trust is far easier.

According to the Content Marketing Institute, 73% of marketers use case studies , as they are proven tactics to drive sales. 

These studies are tailored to various industries, from business and marketing to psychology, technology, and healthcare. 

Creating compelling business case studies requires precision and clarity, like drafting a professional document. That’s where creative brief templates come in handy. They provide a structured framework to outline key details and create case study examples that resonate with your target audience.

Types of Case Studies 

Knowing the distinct kinds of case studies will help you use the best combination to influence your potential customers. We’ll also cover a few case study examples later on so you can see the different ways in which you or your marketing team can create your own case studies.

While one type of case study may help customers solve a business problem through a product/solution, others may be more suited for studying a specific event or business phenomenon. 

Let’s explore the commonly used types and case study examples.

Illustrative case studies describe a particular situation, phenomenon, or event. They use two or more instances to show just what a situation is like . The aim is to provide context, make the unfamiliar more accessible, and provide a real-world context for abstract concepts or theories.

For instance, SaaS case study examples highlight how a software solution significantly improved a client’s sales and efficiency.

Lids, a leading sports apparel retailer, has experienced rapid growth in recent years. To manage this growth effectively, Lids implemented ClickUp , a project management platform, to expedite workflows, save time, streamline administration, and improve results.

With ClickUp, our teams are more collaborative, efficient and we’re all more on-top of our work. It has made the way we work so much better.

The case study demonstrates how integrating a robust project management platform like ClickUp can streamline operations, enhance efficiency, and support substantial organizational growth.

Exploratory case studies are conducted before a large-scale investigation to help pinpoint research questions and methods for a more extensive study. 

These are often used when there is limited prior knowledge or existing theories about the subject. They are more frequently employed in social science disciplines.

For example, a research case study investigates the link between mental health disorders and social media usage in younger populations.

Researchers conducted a systematic review focusing on the impact of social media use on mental health . The study aimed to provide insights for future mental health strategies by analyzing the relationship between social media use and mental health outcomes. 

Utilizing research plan templates can help structure such investigations, ensuring an in-depth analysis and data collection and analysis efficiency.

A descriptive case study starts with a descriptive theory as a foundation. It then attempts to find connections between the subject of discussion and the theory. These case studies rely on detailed qualitative data analysis to develop an argument.

Let’s consider a descriptive case study example on the usage of technology in classrooms focused on an elementary school in a suburban district during the 2011-2012 academic year.

This compelling case study highlights the importance of detailed, qualitative data in developing its argument.

A cumulative case study collects information from various sources to summarize past studies without increasing costs or time. It aims to aggregate data from multiple sources to draw broader conclusions.

For example, a case study on the impact of climate change on the Indian coastline aggregates data from various sources to provide a comprehensive summary of past research. 

It highlights that climate change and climate variability pose significant challenges to this ecosystem.

Critical instance case studies focus on a unique or critical event to learn more about its causes and consequences. They are often used to investigate rare or significant events.

For instance, Blackboard utilized Amazon EC2 Spot Instances to scale its virtual classroom solution amidst the COVID-19 pandemic. 

This case study demonstrates how Blackboard effectively managed a staggering 4,800% surge in video conferencing usage while optimizing costs and enhancing performance.

Instrumental case studies use a specific case to generate insights into a broader issue or to refine a theoretical explanation. They are more frequently used to explore complex concepts or theories.

The story of Accenture’s Global SAP System serves as an instrumental case study example. 

It uses Accenture’s journey to create a unified SAP system to generate strategic insights into broader issues related to aligning business and IT strategies, standardizing business processes, and establishing global governance structures.

10 Case Study Examples for Different Use Cases 

Exploring a variety of case study examples can help you understand the nuances of their formatting, data presentation, and brand positioning. Here are ten case study examples to inspire you.

LucaNet is an international finance company that provides performance management solutions. With a global customer base, it wanted to opt for automated, personalized marketing in addition to handling complex lead management. 

HubSpot helped LucaNet automate its global marketing operations and bring all customer data into a centralized hub.

What do we like best about this case study presentation? HubSpot immediately showcases its key achievements at the top and provides compelling data on time savings, lead generation, and increase in MQLs.

✔️Takeaway : Highlight your measurable impact to showcase your ability to deliver tangible outcomes.

Cartoon Network’s social media team struggled with managing complicated workflows across different project management tools. 

ClickUp provided them with a unified platform to execute their social media management needs and ensure all team members are on the same page.

ClickUp’s case study of Cartoon Network is a good example of the appropriate use of supporting visuals. Rather than simply stating that ClickUp’s flexible views improved Cartoon Network’s project management, it demonstrates them in practical use.

✔️Takeaway : Create separate sections highlighting your client’s problem and the benefits offered by your solution in bullet points. The usage of supporting visuals is a major plus.

Callingly noticed that Zapier customers tend to get more value from their platform. To capitalize on this, they wanted to educate their customers on how to use Zapier effectively. 

Callingly embedded Zapier into its app, allowing customers to discover, create, and edit Zaps directly within the platform. This integration aims to give customers more control over their workflows and automate tasks seamlessly.

The integration makes it easier for customers to discover and use Zapier, reducing the need for customers to switch between platforms or manually set up Zaps.

This makes for one of the brilliant business case study examples, thoughtfully capturing how the company helped Callingly through compelling video demonstrations.

Their ‘why’ and ‘how’ sections are particularly impressive.

✔️Takeaway : Use impactful videos to engage users and educate customers on how your product works and help clients achieve impressive results.

GitHub’s case study of Philips concisely lists the customer’s problems, solutions, and products right on top for readers prone to TL; DR. It introduces the customer before presenting figures on how collaborating with GitHub helps Philips centralize their codebase. 

You’ll also find excerpts from conversations with several Philips employees, including the principal engineer and the program director, who elaborate on their need for software and how GitHub assisted. 

This case study example isn’t limited to products and solutions—it’s about listening to customers and providing real-world value.

✔️Takeaway : Having a well-written case study summary helps. Real conversations with customers and end-users can add interesting detail and value to otherwise serious (and sometimes boring) textual documents.

Google’s case study of Samsung is well-documented. It elaborately covers how Samsung utilized Performance Max, a goal-based campaign that lets advertisers access their advertising campaign across all of Google’s products from a single interface. 

What we like about the case study example is how it is a potential guide for newer businesses to experiment with Performance Max for their own ad campaigns.  

As with all of Google’s UI, the case study is minimalistic and straightforward. Yet, it leaves you wanting to experiment and try things out yourself.

✔️Takeaway : A good case study and a how-to guide don’t always need to be different. Great case studies don’t just make a point; they compel readers to take action and see the results for themselves.

Mailchimp’s case study is a detailed report on how MovingWaldo leveraged features like email and marketing automation, segmentation, A/B testing, and email marketing. It addresses the ‘how’, ‘why’, and ‘when.’ 

The case study page provides specific dates detailing when MovingWaldo implemented solutions and began observing their impact. They have also posted a short video describing the process, which breaks the monotony of reading long documents. 

Another highlight is a brief section detailing the future course of action, conveying that the journey of success is ongoing with additional feature enhancements. The case study transcends from being an account of the past to offering insights for the future.

✔️Takeaway : Specificity, such as adding exact dates, helps strengthen your case studies. Video and other multimedia content can take it up a notch.

Workday offers glimpses of its case studies, letting you choose between reading the story or watching the video. 

The case study begins with a powerful quote from the customer that demonstrates the impact of the solution. It then provides a brief description of the success metrics and highlights the core impact of the integration. 

It addresses Shutterstock’s pain points, such as diverse data sources, team members, and workflows, and showcases Workday’s effectiveness in countering those. 

While Workday keeps the case study short, it includes all the key details to educate the customer about the implementation. This is a great example of crafting a brief yet powerful case study.

✔️Takeaway : Short case studies are effective when well written because they pack a punch and tell a compelling story. Utilizing relevant quotes is also helpful.

 In this case study example, Salesforce brings out its value with the opening lines. It then lists each point of impact created by the software integration and explains its process. 

One of the best things about this case study is its organization (value summarized upfront) and thorough explanation of Pidilite’s challenges and how they were solved. 

They also feature a ‘what next’ section detailing the next steps Pidilite plans to take in its collaboration with Salesforce, implying that they continue providing value to the customer. 

✔️Takeaway : End your case study with a brief overview of your future collaboration plans with your customer. This tells your readers that the collaboration is ongoing and that you aim to keep improving your services to add value.

This case study example is an excellent showcase of customer success. What stands out is the use of a tabular format to list different use cases of Storylane’s software and provide a before-and-after for each use case. 

The table works well to summarize key achievements in a way that’s easy on the eye. The ‘Before’ column details the company’s pain points, and the ‘After’ column highlights the results that were brought about once Storylane entered the picture.

✔️Takeaway : Using ‘before’ and ‘after’ succinctly in your case studies helps drive impact and make your case studies stand out.

We liked this case study example because it simply explains how Airtable assists Benchling in prioritizing collaboration and addressing customer needs. 

It explains the functioning of the biology-first platform in a way that helps even non-technical readers understand the context. 

The case study ends with an insight into Airtable and Benchling’s future collaboration plans, indicating that more is to come in the years ahead. 

✔️Takeaway : Write a case study using simple language so customers can easily understand the product and software integration.

How to Create Your Own Case Study

We hope these case study examples have inspired you to portray your success over the years with some fantastic case studies.

While you may have ideas, feeling stuck with the marketing planning process is natural. 

Here’s how you can create your own case study in six easy steps. We’ll divide the process into two stages, research and prep, and production.

• Choose the customer: First, choose a customer willing to share their story and provide a testimonial and results. It’s important to choose a customer who has experienced significant benefits from your product or service since this will make your case study more compelling

Pro Tip: Not sure how to write an effective outreach email to enlist customer support for your case study program? Take help from ClickUp Brain’ s AI Writer to write persuasive copy. Moreover, you can email your customers directly from ClickUp!

• Outline the customer’s journey: Detail the customer’s journey from start to finish, including their actions before, during, and after using your services

Pro Tip: Storyboard your case study with your team using collaborative ClickUp Whiteboards . Once you’re happy with the outcome, create a ClickUp Task directly from the whiteboard. Assign it to the relevant owners, add tags for easy filtering, and use ClickUp Brain to generate sub-tasks and a brief task description automatically.

• Collect data: Gather quantitative and qualitative data on the company’s performance after using your services. This could include metrics like increased sales, improved efficiency, or higher customer satisfaction
• Draft the case study: Begin writing the case study by introducing the company and providing background information. Next, discuss the challenges they faced before using your product or service. Then, detail the solution you provided and how it was implemented. Finally, showcase the results and benefits the customer experienced after using your product or service, using the data you collected to support these points

Pro Tip: Brainstorm possible case study formats and outlines with ClickUp Brain, your creative partner in this endeavor.

• Get approval from the customer: Once you’ve drafted the case study, share it with the customer for their feedback and approval. This ensures that all the information is accurate and that the customer is comfortable with how their story is presented. It also provides an opportunity to make any necessary revisions

Pro Tip: Create a shareable case study in ClickUp Docs and share it with your customer in a single click for approval

• Publish and promote: After obtaining the customer’s approval, publish the case study on your website, blog, or other relevant platforms. Promote it through various channels such as social media, email newsletters, and sales presentations

Pro Tip: When your case study is ready to be distributed, add the relevant owners for social media and email distribution by simply mentioning them in a task comment

Instead of the process we just outlined, you can also use ClickUp’s free case study templates to plan, structure, and execute your case studies to maximize the efficiency of your content marketing efforts.

With ClickUp’s Case Study Template , you can: 

• Gather data from distinct sources to analyze it and identify key takeaways
• Craft compelling stories using an organized template to drive real impact 
• Collect ideas and note testimonials from clients to showcase real-life results
• Create a visual journey of the customer’s software integration steps
• Monitor and analyze the case study’s engagement
• Collaborate with marketing team members to create the case study together

ClickUp helps marketing teams optimize the entire process of writing a case study, from collecting data to finally sending customers an email for approval.

Craft Effective Case Studies with ClickUp 

Case studies are an excellent way to build trust with prospective clients and provide evidence for your claims. They exemplify how your products and services have aided others in reaching their business and marketing goals . Studying popular case study examples can help you ideate and find the perfect format for your own customer stories.

Collaborative work management platforms like ClickUp can help you plan and execute your case study project with ease. Draft customer success case studies showcasing results effectively using ClickUp’s Case Study Template. It not only provides you with a rough layout but also improves team collaboration, helps maintain consistency with the format, collects data, and much more.

Use the integrated AI assistant, ClickUp Brain, to generate outlines, write catchy copy, and brainstorm ideas. Put your case story together, along with the relevant links, images, and rich formatting, in ClickUp Docs and share it with stakeholders for input and approval.

Sign up for ClickUp today to create the most impactful marketing case studies to attain your marketing goals.

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9 Case Study Examples, Plus a Useful Case Study Template

Writing a case study can help you pitch your services to prospective clients. Learn how to write one by studying successful examples and using a free template.

If you can write a résumé, you can write a case study. Just as a résumé shows potential employers how your experience can benefit their team, a case study highlights an existing client’s success story to demonstrate your business or product’s value to prospective clients.

A compelling case study includes relevant data without overwhelming your reader, considers the customer’s perspective, and demonstrates how you handled a specific challenge.

The best way to learn how to write one is by reading a stellar business case study example.

What is a case study?

A case study is a document business-to-business (B2B) companies use to illustrate how their product or service helped a client achieve their goals. A winning case study introduces the featured client, gives a brief description of their challenge or goal, and showcases the results they achieved with your help.

Businesses that provide software, tools, or consulting services often provide case studies to potential customers trying to choose between several options.

A company’s marketing team is typically responsible for writing case studies, but if you have a small business without a dedicated marketing team, don’t worry. Anyone can write a case study, and it’s a straightforward process if you use a template.

Why should you create a case study?

A case study brings your product or service to life for future customers with real-world examples. These success stories offer tangible results. Case studies are, thus, a form of social proof , but their power goes beyond a mere testimonial or review.

Since B2B services often are expensive and require approval from multiple decision-makers, typical forms of social proof often aren't enough to convince potential customers. Business customers want to be able to share compelling data with their teams, and that’s where the case study is beneficial.

How to write a case study

• Choose a template
• Interview your client or customer
• Describe the situation
• Identify the solution
• Present the results

1. Choose a template

You don’t necessarily need a template to write a case study, but it can make the process easier—especially if you haven’t written one before or need to write several at once.

You’ll notice that most business case studies take the same general format; after inputting the basics into the template, you can add your own personal flair. (That is, your branding and voice.)

2. Interview your client or customer

The client or customer interview is the heart of the case study. Identify several current or past clients willing to chat with you about their experiences. Look for repeat customers and those who reached out independently to tell you how much they enjoyed your product or service.

A phone interview is the best way to get conversational quotes, but you can correspond via email if your subject is short on time. Not sure what to ask? When social advertising agency Biddyco interviewed the VP of Marketing at Fellow , they asked him the following questions , according to their case study:

• What were the obstacles that would have prevented you from choosing/hiring Biddyco?
• What have you found as a result of hiring Biddyco?
• What specific feature or thing do you like most about Biddyco’s services?
• Would you recommend Biddyco and why?

The goal of the interview is to better understand your client’s experience with your product or service and grab a soundbite you can use as a testimonial in your case study. If you didn’t work directly with the client, you may also want to interview someone on your team who did to get more context.

3. Describe the situation

Give context to your case study with a brief description of the client’s business and the desired outcome that led them to seek your product or service. You can follow this general formula:

[Client’s name] is a [type of business] with [unique feature]. [Client’s name] came to [your business] seeking [client’s desired outcome] while [requirement].

Here’s an example of a one-sentence situation summary in the case study for Sharma Brands ’ client Feastables:

“Feastables, a better-for-you snacks company, came to us in need of a team to take the DTC setup off their plate.”

Advertising company Adgile, which created moving billboards for the non-alcoholic aperitif brand Ghia , has a longer description in its case study that provides background on the marketplace, but the heart of it is this:

“Ghia was seeking creative ways to break through the clutter of a crowded—and big-budgeted—adult beverage market, all while managing customer acquisition cost (CAC).”

4. Identify the solution

This section can vary depending on your field. Also described as “the action,” “the work,” or “the strategy,” the solution describes the strategic insights your company brought to your client’s problem or how your customer used your product to achieve their goals.

The basic formula: [Client’s name] partnered with [your business] to [service received].

Here’s an example from email marketing software Klaviyo’s case study featuring olive oil brand Graza:

“Graza uses Klaviyo’s granular segmentation tools to send automated flows and promotional campaigns to small, targeted groups of customers based on purchase frequency.”

This section describes exactly which of Klaviyo’s features Graza used (granular segmentation) and how they used it (to send automated flows to small, targeted groups), without getting into any outcomes or results yet.

5. Present the results

This section is where you’ll win over prospective customers and build trust. The basic formula is:

[Client’s name] used [service received] to [desired outcome].

Share how your product or service positively affected the client’s business, whether that’s cost savings, more clients, or improved company culture. According to a case study from community platform TYB, the results it delivered for skin care company Dieux were as follows:

“Dieux was able to create thousands of authentic, personalized referrals ahead of its new product launch plus live out its brand promise of transparency.”

Depending on your product or service, your results may include quantifiable outcomes (like thousands of referrals), intangibles (like living out your brand promise), or both, as in the case of TYB.

Real-world examples of case studies

Sharma brands for feastables, adgile media group for ghia, meta for lulus, tyb for dieux, biddyco for fellow, outline for heyday canning, klaviyo for graza, culture amp for bombas, kustomer for thirdlove.

A great way to write a case study is to look at a sample case study—or better yet, many. You’ll notice that wildly different businesses have case studies that follow roughly the same structure, which is why we recommend using one of our free case study templates to write yours. Learn from this mix of business, design, and marketing case study examples:

Sharma Brands is a branding agency founded by Nik Sharma , “The DTC Guy.” Sharma Brands keeps its case study featuring snack company Feastables short and sweet, breaking it down into three chronological sections: the situation, the work, and the outcome.

The Sharma Brands case study is a good example of how to incorporate meaningful results without sharing actual numbers (which the client may not wish to make public) or getting into an in-depth analysis.

Instead of metrics, Sharma Brands lists the tasks it executed: 

• “Successfully launched their DTC site.” 
• “Simultaneously launched on GoPuff with no downtime.”

It also lists some general achievements: 

• “Broke Shopify records in the first 24 hours of launch.” 
• “All revenue and engagement metrics were highly exceeded.”

Adgile Media Group creates outdoor advertising by providing brands with mobile billboards. Unlike traditional outdoor advertising, Adgile also tracks the digital impact of its IRL campaigns.

Adgile’s case study featuring the non-alcoholic beverage brand Ghia is the perfect place to show off the metrics it collects, like:

• 78% homepage visit lift
• 91% conversion lift
• 82% lift on its Find Us page
• Increase in brand awareness and recall, more than 75% over the competition

Meta, the social media and digital advertising platform, does something in its case studies that every company can replicate. Instead of saving the numbers for the results section, Meta provides a brief overview near the top. This breaks up the text visually, provides a quick snapshot for anyone who doesn’t want to read the full case study, and intrigues those curious to know how they achieved those numbers.

Meta’s case study for the clothing company Lulus starts by teasing its most impressive stat:

“The women’s fashion ecommerce company compared the performance of a Meta Advantage+ shopping campaign with Advantage+ catalog ads versus its usual ad campaign setup and saw a 47% increase in return on ad spend using the Advantage+ products.”

It then presents three key figures in a visually appealing design, drawing clear attention to the impact it had on this customer.

TYB is a community platform that rewards fans for creating user-generated content . TYB’s case study for Dieux details how the skincare brand used its platform to involve customers in product testing.

It also does something small worth noting: Instead of sticking the call to action at the bottom of the case study, TYB places a “request demo” button at the top of the page. That way, anyone compelled by the results of the case study can take the next step immediately.

Advertising agency Biddyco took a unique approach to its case study for the coffee- and tea-gear company Fellow . Unlike other business case study examples that use the typical situation-solution-results format, Biddyco structured its case study as an extended testimonial, with a series of questions like, “What specific feature or thing do you like most about Biddyco’s services?”

In addition to client feedback, Biddyco also highlights a few key accomplishments under the heading “All You Really Need to Know.”

A branding studio like Outline won’t approach case studies in the same way an advertising platform like Meta would. What matters here isn’t cost per impression or ROAS, it’s how everything looks.

That’s why Outline’s case study for ​​ Heyday Canning is relatively light on words and heavy on imagery. If your work is more visual than numerical, your case study is a great place to show your behind-the-scenes process.

For example, Outline shows the label design alongside images of the cans on the shelf and provides a brief description of the design inspiration. This example shows how you can have a design-focused case study that still tells a compelling story.

Klaviyo , an email marketing software company, puts numbers front and center in its case study for the olive oil company Graza . If your product or service involves tracking metrics like email open rates, revenue, and click rates, highlight those stats in a larger font size, as Klaviyo did.

Klaviyo’s case study for Graza also shows you don’t necessarily need to fix a problem to create a great case study; you can also simply help your client achieve their goals. According to Klaviyo’s case study, Graza’s challenge was to create strong customer relationships.

How do you write a compelling case study if your service doesn’t involve tangible metrics or flashy design? For the performance management software company Culture Amp , it’s highlighting key statistics about the subject of its case study , sock company Bombas .

Like Meta and Klaviyo, Culture Amp highlights three numbers in large font. But these numbers are stats about their client Bombas, not Culture Amp’s services: “120+ employees,” “25M+ items donated,” and “$100M+ in revenue for 2018.”

Instead of showing off the results it achieved for Bombas, these numbers let prospective clients know that Culture Amp works with big, important companies on their performance management process.

Choosing a customer relationships management ( CRM ) platform is a big decision. Switching platforms—as bra company ThirdLove did in this case study from customer support platform Kustomer—can involve lengthy data migration, customization, and employee onboarding.

That’s why it makes sense that Kustomer’s case study for ThirdLove is a four-page-long PDF and not a blog post. If your case study involves a long, detailed analysis, follow Kustomer’s example and make two versions of your case study.

The first page is an executive summary, with about a paragraph each describing the challenge and results. If after reading the first page, you want to learn more, you can dive into the rest of the case study, but you don’t have to read the entire thing to get a sense of how Kustomer collaborated with ThirdLove.

Case study examples FAQ

How do you write a simple case study.

To simplify the case-study writing process, download a template. Shopify’s fill-in-the-blanks case study template can help you share your customers’ success stories in an easily digestible, well-designed format.

Why are case studies important for businesses?

For the business reading a case study, the contents can help them decide between different products or services. For the business writing the case study, it’s a chance to connect more deeply with potential customers.

What is an example of a case study?

An example of a case study is a mobile billboard company’s overview of the services it provided to a client. The case study might include an overview of the client's goals and how the advertiser addressed them, plus a list of outcomes—increased website visits, decreased costs per visit, and a rise in brand awareness.

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Blog Business How to Present a Case Study like a Pro (With Examples)

How to Present a Case Study like a Pro (With Examples)

Written by: Danesh Ramuthi Sep 07, 2023

Okay, let’s get real: case studies can be kinda snooze-worthy. But guess what? They don’t have to be!

In this article, I will cover every element that transforms a mere report into a compelling case study, from selecting the right metrics to using persuasive narrative techniques.

And if you’re feeling a little lost, don’t worry! There are cool tools like Venngage’s Case Study Creator to help you whip up something awesome, even if you’re short on time. Plus, the pre-designed case study templates are like instant polish because let’s be honest, everyone loves a shortcut.

Click to jump ahead: 

What is a case study presentation?

What is the purpose of presenting a case study, how to structure a case study presentation, how long should a case study presentation be, 5 case study presentation examples with templates, 6 tips for delivering an effective case study presentation, 5 common mistakes to avoid in a case study presentation, how to present a case study faqs.

A case study presentation involves a comprehensive examination of a specific subject, which could range from an individual, group, location, event, organization or phenomenon.

They’re like puzzles you get to solve with the audience, all while making you think outside the box.

Unlike a basic report or whitepaper, the purpose of a case study presentation is to stimulate critical thinking among the viewers. 

The primary objective of a case study is to provide an extensive and profound comprehension of the chosen topic. You don’t just throw numbers at your audience. You use examples and real-life cases to make you think and see things from different angles.

The primary purpose of presenting a case study is to offer a comprehensive, evidence-based argument that informs, persuades and engages your audience.

Here’s the juicy part: presenting that case study can be your secret weapon. Whether you’re pitching a groundbreaking idea to a room full of suits or trying to impress your professor with your A-game, a well-crafted case study can be the magic dust that sprinkles brilliance over your words.

Think of it like digging into a puzzle you can’t quite crack . A case study lets you explore every piece, turn it over and see how it fits together. This close-up look helps you understand the whole picture, not just a blurry snapshot.

It’s also your chance to showcase how you analyze things, step by step, until you reach a conclusion. It’s all about being open and honest about how you got there.

Besides, presenting a case study gives you an opportunity to connect data and real-world scenarios in a compelling narrative. It helps to make your argument more relatable and accessible, increasing its impact on your audience.

One of the contexts where case studies can be very helpful is during the job interview. In some job interviews, you as candidates may be asked to present a case study as part of the selection process.

Having a case study presentation prepared allows the candidate to demonstrate their ability to understand complex issues, formulate strategies and communicate their ideas effectively.

The way you present a case study can make all the difference in how it’s received. A well-structured presentation not only holds the attention of your audience but also ensures that your key points are communicated clearly and effectively.

In this section, let’s go through the key steps that’ll help you structure your case study presentation for maximum impact.

Let’s get into it. 

Open with an introductory overview 

Start by introducing the subject of your case study and its relevance. Explain why this case study is important and who would benefit from the insights gained. This is your opportunity to grab your audience’s attention.

Explain the problem in question

Dive into the problem or challenge that the case study focuses on. Provide enough background information for the audience to understand the issue. If possible, quantify the problem using data or metrics to show the magnitude or severity.

Detail the solutions to solve the problem

After outlining the problem, describe the steps taken to find a solution. This could include the methodology, any experiments or tests performed and the options that were considered. Make sure to elaborate on why the final solution was chosen over the others.

Key stakeholders Involved

Talk about the individuals, groups or organizations that were directly impacted by or involved in the problem and its solution. 

Stakeholders may experience a range of outcomes—some may benefit, while others could face setbacks.

For example, in a business transformation case study, employees could face job relocations or changes in work culture, while shareholders might be looking at potential gains or losses.

Discuss the key results & outcomes

Discuss the results of implementing the solution. Use data and metrics to back up your statements. Did the solution meet its objectives? What impact did it have on the stakeholders? Be honest about any setbacks or areas for improvement as well.

Include visuals to support your analysis

Visual aids can be incredibly effective in helping your audience grasp complex issues. Utilize charts, graphs, images or video clips to supplement your points. Make sure to explain each visual and how it contributes to your overall argument.

Pie charts illustrate the proportion of different components within a whole, useful for visualizing market share, budget allocation or user demographics.

This is particularly useful especially if you’re displaying survey results in your case study presentation.

Stacked charts on the other hand are perfect for visualizing composition and trends. This is great for analyzing things like customer demographics, product breakdowns or budget allocation in your case study.

Consider this example of a stacked bar chart template. It provides a straightforward summary of the top-selling cake flavors across various locations, offering a quick and comprehensive view of the data.

Not the chart you’re looking for? Browse Venngage’s gallery of chart templates to find the perfect one that’ll captivate your audience and level up your data storytelling.

Recommendations and next steps

Wrap up by providing recommendations based on the case study findings. Outline the next steps that stakeholders should take to either expand on the success of the project or address any remaining challenges.

Acknowledgments and references

Thank the people who contributed to the case study and helped in the problem-solving process. Cite any external resources, reports or data sets that contributed to your analysis.

Feedback & Q&A session

Open the floor for questions and feedback from your audience. This allows for further discussion and can provide additional insights that may not have been considered previously.

Closing remarks

Conclude the presentation by summarizing the key points and emphasizing the takeaways. Thank your audience for their time and participation and express your willingness to engage in further discussions or collaborations on the subject.

Well, the length of a case study presentation can vary depending on the complexity of the topic and the needs of your audience. However, a typical business or academic presentation often lasts between 15 to 30 minutes. 

This time frame usually allows for a thorough explanation of the case while maintaining audience engagement. However, always consider leaving a few minutes at the end for a Q&A session to address any questions or clarify points made during the presentation.

When it comes to presenting a compelling case study, having a well-structured template can be a game-changer. 

It helps you organize your thoughts, data and findings in a coherent and visually pleasing manner. 

Not all case studies are created equal and different scenarios require distinct approaches for maximum impact. 

To save you time and effort, I have curated a list of 5 versatile case study presentation templates, each designed for specific needs and audiences. 

Here are some best case study presentation examples that showcase effective strategies for engaging your audience and conveying complex information clearly.

1 . Lab report case study template

Ever feel like your research gets lost in a world of endless numbers and jargon? Lab case studies are your way out!

Think of it as building a bridge between your cool experiment and everyone else. It’s more than just reporting results – it’s explaining the “why” and “how” in a way that grabs attention and makes sense.

This lap report template acts as a blueprint for your report, guiding you through each essential section (introduction, methods, results, etc.) in a logical order.

Want to present your research like a pro? Browse our research presentation template gallery for creative inspiration!

2. Product case study template

It’s time you ditch those boring slideshows and bullet points because I’ve got a better way to win over clients: product case study templates.

Instead of just listing features and benefits, you get to create a clear and concise story that shows potential clients exactly what your product can do for them. It’s like painting a picture they can easily visualize, helping them understand the value your product brings to the table.

Grab the template below, fill in the details, and watch as your product’s impact comes to life!

3. Content marketing case study template

In digital marketing, showcasing your accomplishments is as vital as achieving them. 

A well-crafted case study not only acts as a testament to your successes but can also serve as an instructional tool for others. 

With this coral content marketing case study template—a perfect blend of vibrant design and structured documentation, you can narrate your marketing triumphs effectively.

4. Case study psychology template

Understanding how people tick is one of psychology’s biggest quests and case studies are like magnifying glasses for the mind. They offer in-depth looks at real-life behaviors, emotions and thought processes, revealing fascinating insights into what makes us human.

Writing a top-notch case study, though, can be a challenge. It requires careful organization, clear presentation and meticulous attention to detail. That’s where a good case study psychology template comes in handy.

Think of it as a helpful guide, taking care of formatting and structure while you focus on the juicy content. No more wrestling with layouts or margins – just pour your research magic into crafting a compelling narrative.

5. Lead generation case study template

Lead generation can be a real head-scratcher. But here’s a little help: a lead generation case study.

Think of it like a friendly handshake and a confident resume all rolled into one. It’s your chance to showcase your expertise, share real-world successes and offer valuable insights. Potential clients get to see your track record, understand your approach and decide if you’re the right fit.

No need to start from scratch, though. This lead generation case study template guides you step-by-step through crafting a clear, compelling narrative that highlights your wins and offers actionable tips for others. Fill in the gaps with your specific data and strategies, and voilà! You’ve got a powerful tool to attract new customers.

Related: 15+ Professional Case Study Examples [Design Tips + Templates]

So, you’ve spent hours crafting the perfect case study and are now tasked with presenting it. Crafting the case study is only half the battle; delivering it effectively is equally important. 

Whether you’re facing a room of executives, academics or potential clients, how you present your findings can make a significant difference in how your work is received. 

Forget boring reports and snooze-inducing presentations! Let’s make your case study sing. Here are some key pointers to turn information into an engaging and persuasive performance:

• Know your audience : Tailor your presentation to the knowledge level and interests of your audience. Remember to use language and examples that resonate with them.
• Rehearse : Rehearsing your case study presentation is the key to a smooth delivery and for ensuring that you stay within the allotted time. Practice helps you fine-tune your pacing, hone your speaking skills with good word pronunciations and become comfortable with the material, leading to a more confident, conversational and effective presentation.
• Start strong : Open with a compelling introduction that grabs your audience’s attention. You might want to use an interesting statistic, a provocative question or a brief story that sets the stage for your case study.
• Be clear and concise : Avoid jargon and overly complex sentences. Get to the point quickly and stay focused on your objectives.
• Use visual aids : Incorporate slides with graphics, charts or videos to supplement your verbal presentation. Make sure they are easy to read and understand.
• Tell a story : Use storytelling techniques to make the case study more engaging. A well-told narrative can help you make complex data more relatable and easier to digest.

Ditching the dry reports and slide decks? Venngage’s case study templates let you wow customers with your solutions and gain insights to improve your business plan. Pre-built templates, visual magic and customer captivation – all just a click away. Go tell your story and watch them say “wow!”

Nailed your case study, but want to make your presentation even stronger? Avoid these common mistakes to ensure your audience gets the most out of it:

Overloading with information

A case study is not an encyclopedia. Overloading your presentation with excessive data, text or jargon can make it cumbersome and difficult for the audience to digest the key points. Stick to what’s essential and impactful. Need help making your data clear and impactful? Our data presentation templates can help! Find clear and engaging visuals to showcase your findings.

Lack of structure

Jumping haphazardly between points or topics can confuse your audience. A well-structured presentation, with a logical flow from introduction to conclusion, is crucial for effective communication.

Ignoring the audience

Different audiences have different needs and levels of understanding. Failing to adapt your presentation to your audience can result in a disconnect and a less impactful presentation.

Poor visual elements

While content is king, poor design or lack of visual elements can make your case study dull or hard to follow. Make sure you use high-quality images, graphs and other visual aids to support your narrative.

Not focusing on results

A case study aims to showcase a problem and its solution, but what most people care about are the results. Failing to highlight or adequately explain the outcomes can make your presentation fall flat.

How to start a case study presentation?

Starting a case study presentation effectively involves a few key steps:

• Grab attention : Open with a hook—an intriguing statistic, a provocative question or a compelling visual—to engage your audience from the get-go.
• Set the stage : Briefly introduce the subject, context and relevance of the case study to give your audience an idea of what to expect.
• Outline objectives : Clearly state what the case study aims to achieve. Are you solving a problem, proving a point or showcasing a success?
• Agenda : Give a quick outline of the key sections or topics you’ll cover to help the audience follow along.
• Set expectations : Let your audience know what you want them to take away from the presentation, whether it’s knowledge, inspiration or a call to action.

How to present a case study on PowerPoint and on Google Slides?

Presenting a case study on PowerPoint and Google Slides involves a structured approach for clarity and impact using presentation slides :

• Title slide : Start with a title slide that includes the name of the case study, your name and any relevant institutional affiliations.
• Introduction : Follow with a slide that outlines the problem or situation your case study addresses. Include a hook to engage the audience.
• Objectives : Clearly state the goals of the case study in a dedicated slide.
• Findings : Use charts, graphs and bullet points to present your findings succinctly.
• Analysis : Discuss what the findings mean, drawing on supporting data or secondary research as necessary.
• Conclusion : Summarize key takeaways and results.
• Q&A : End with a slide inviting questions from the audience.

What’s the role of analysis in a case study presentation?

The role of analysis in a case study presentation is to interpret the data and findings, providing context and meaning to them. 

It helps your audience understand the implications of the case study, connects the dots between the problem and the solution and may offer recommendations for future action.

Is it important to include real data and results in the presentation?

Yes, including real data and results in a case study presentation is crucial to show experience,  credibility and impact. Authentic data lends weight to your findings and conclusions, enabling the audience to trust your analysis and take your recommendations more seriously

How do I conclude a case study presentation effectively?

To conclude a case study presentation effectively, summarize the key findings, insights and recommendations in a clear and concise manner. 

End with a strong call-to-action or a thought-provoking question to leave a lasting impression on your audience.

What’s the best way to showcase data in a case study presentation ?

The best way to showcase data in a case study presentation is through visual aids like charts, graphs and infographics which make complex information easily digestible, engaging and creative. 

Don’t just report results, visualize them! This template for example lets you transform your social media case study into a captivating infographic that sparks conversation.

Choose the type of visual that best represents the data you’re showing; for example, use bar charts for comparisons or pie charts for parts of a whole. 

Ensure that the visuals are high-quality and clearly labeled, so the audience can quickly grasp the key points. 

Keep the design consistent and simple, avoiding clutter or overly complex visuals that could distract from the message.

Choose a template that perfectly suits your case study where you can utilize different visual aids for maximum impact. 

Need more inspiration on how to turn numbers into impact with the help of infographics? Our ready-to-use infographic templates take the guesswork out of creating visual impact for your case studies with just a few clicks.

Related: 10+ Case Study Infographic Templates That Convert

Congrats on mastering the art of compelling case study presentations! This guide has equipped you with all the essentials, from structure and nuances to avoiding common pitfalls. You’re ready to impress any audience, whether in the boardroom, the classroom or beyond.

And remember, you’re not alone in this journey. Venngage’s Case Study Creator is your trusty companion, ready to elevate your presentations from ordinary to extraordinary. So, let your confidence shine, leverage your newly acquired skills and prepare to deliver presentations that truly resonate.

Go forth and make a lasting impact!

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Top 40 Most Popular Case Studies of 2021

Two cases about Hertz claimed top spots in 2021's Top 40 Most Popular Case Studies

Two cases on the uses of debt and equity at Hertz claimed top spots in the CRDT’s (Case Research and Development Team) 2021 top 40 review of cases.

Hertz (A) took the top spot. The case details the financial structure of the rental car company through the end of 2019. Hertz (B), which ranked third in CRDT’s list, describes the company’s struggles during the early part of the COVID pandemic and its eventual need to enter Chapter 11 bankruptcy. 

The success of the Hertz cases was unprecedented for the top 40 list. Usually, cases take a number of years to gain popularity, but the Hertz cases claimed top spots in their first year of release. Hertz (A) also became the first ‘cooked’ case to top the annual review, as all of the other winners had been web-based ‘raw’ cases.

Besides introducing students to the complicated financing required to maintain an enormous fleet of cars, the Hertz cases also expanded the diversity of case protagonists. Kathyrn Marinello was the CEO of Hertz during this period and the CFO, Jamere Jackson is black.

Sandwiched between the two Hertz cases, Coffee 2016, a perennial best seller, finished second. “Glory, Glory, Man United!” a case about an English football team’s IPO made a surprise move to number four.  Cases on search fund boards, the future of malls,  Norway’s Sovereign Wealth fund, Prodigy Finance, the Mayo Clinic, and Cadbury rounded out the top ten.

Other year-end data for 2021 showed:

• Online “raw” case usage remained steady as compared to 2020 with over 35K users from 170 countries and all 50 U.S. states interacting with 196 cases.
• Fifty four percent of raw case users came from outside the U.S..
• The Yale School of Management (SOM) case study directory pages received over 160K page views from 177 countries with approximately a third originating in India followed by the U.S. and the Philippines.
• Twenty-six of the cases in the list are raw cases.
• A third of the cases feature a woman protagonist.
• Orders for Yale SOM case studies increased by almost 50% compared to 2020.
• The top 40 cases were supervised by 19 different Yale SOM faculty members, several supervising multiple cases.

CRDT compiled the Top 40 list by combining data from its case store, Google Analytics, and other measures of interest and adoption.

All of this year’s Top 40 cases are available for purchase from the Yale Management Media store .

And the Top 40 cases studies of 2021 are:

1.   Hertz Global Holdings (A): Uses of Debt and Equity

2.   Coffee 2016

3.   Hertz Global Holdings (B): Uses of Debt and Equity 2020

4.   Glory, Glory Man United!

5.   Search Fund Company Boards: How CEOs Can Build Boards to Help Them Thrive

6.   The Future of Malls: Was Decline Inevitable?

7.   Strategy for Norway's Pension Fund Global

8.   Prodigy Finance

9.   Design at Mayo

10. Cadbury

11. City Hospital Emergency Room

13. Volkswagen

14. Marina Bay Sands

15. Shake Shack IPO

16. Mastercard

17. Netflix

18. Ant Financial

19. AXA: Creating the New CR Metrics

20. IBM Corporate Service Corps

21. Business Leadership in South Africa's 1994 Reforms

22. Alternative Meat Industry

23. Children's Premier

24. Khalil Tawil and Umi (A)

25. Palm Oil 2016

26. Teach For All: Designing a Global Network

27. What's Next? Search Fund Entrepreneurs Reflect on Life After Exit

28. Searching for a Search Fund Structure: A Student Takes a Tour of Various Options

30. Project Sammaan

31. Commonfund ESG

32. Polaroid

33. Connecticut Green Bank 2018: After the Raid

34. FieldFresh Foods

35. The Alibaba Group

36. 360 State Street: Real Options

37. Herman Miller

38. AgBiome

39. Nathan Cummings Foundation

40. Toyota 2010

VIDEO TESTIMONIAL

10 Best Case Study Examples for Marketers

August 14, 2024

Case studies give confidence to the ICP in their purchasing decisions . Shared as marketing collateral, the best case study examples carry strong social proof of how businesses or people have benefitted from a product.

The studies take a closer look at what works and how. They are especially useful for testing out the successes of SaaS products for their specialized nature. The ICP is not just reassured but also helped with a step-by-step solutions guide to boot. SaaS case studies benefit from focusing on metrics and ROI to demonstrate real value.

Customer stories and a user reports-based b2b example of a case study get prospects to think – “If they can do it, why can’t I?”. This triggers a FOMO reaction, nudging prospects to move faster along the sales funnel.

It’s no coincidence that 73% of the most successful content marketers today use case studies. Further, nearly 50% of SaaS companies say case study in content marketing has improved their sales. ( Forbes , Sept 2022)

Here’s what some marketers think are benchmarks for product case study examples to stand out:

Today, there are many ready-to-use DIY apps for creating strong content. You can sign up for a free account with most of them. Check out:

• Figma and ClickUp for customer story and report templates .
• Videopeel for video feedback sharing.
• Flourish for interactive data visualization and more.

Using a case study video template can streamline the production process, saving time and resources.

To be honest, currently, there are way too many apps in the content creator’s toolkit. It can easily get overwhelming and lead to messy workflows. That’s why we find so many case studies ending up in the “white noise” of content marketing.

The result? Fancy graphics and meaningless fluff fill up the pages. BUT marketers fail to tell the world what kind of problems their products have solved and how.

We will assess some content examples later in this article to see which features stand out in case studies for marketing use cases.

What Is a Case Study?

A case study in marketing is a narrative on how a product/service solved a real-life challenge for a customer. The study is backed by results, documentary assurances (like a customer video testimonial), and data . Video marketing case studies should feel natural, not like a rehearsed sales pitch.

Case studies are good for attracting new buyers. You can see how prospects are constantly interested in learning about various products. They find it doubly interesting when their queries are not addressed from a sales perspective.

Reason? Fact-based content like case studies seem less salesy and, thus, more authentic.

In many particularly good case study examples, storytelling formats are used to introduce a customer. From there, the customer starts narrating the product story, not the brand.

Here is what such a format can capture:

• Introduction to the customer: He/she is a relatable profile for the ICP.
• A brief rundown of the problems: Talks about the pain points set in real-life situations.
• Various product touch points: Sheds light on the buyer journey. Beginning from the customer’s first encounter with the product to the consultation and, finally, the big buy.
• The product as the solution: Elaborates how the product simplifies tasks, followed by the delivery of measurable results.
• Resolution process: Breaks down a product’s resolution process into stages – this helps measure the buyer journey against a timeline.
• Concrete outcomes: Many specific outcomes are listed in the conclusion.

We have made videos for 150+ B2B & SaaS companies.

Explainer Video, Product Demo, Remote Video Testimonials, and more.

Types of Case Study

A marketing strategy matures by developing a full-funnel scope. Meaning — it guides the buyer journey from the top to the bottom of the marketing funnel stages. It begins with Awareness then comes Interest, then Desire, and finally Action – covering the entire AIDA spectrum.

So, should case studies be part of your round-the-funnel toolkit?

We’ve noted a few style formats to help you understand.

1. Problem Solution

This one makes your customer the key individual on a hero’s journey . They face various challenges but overcome them and ultimately succeed with the help of your product. It’s like your product is the wise guide, like Mr. Miyagi in ‘Karate Kid,’ helping them along the way.

We studied case study examples in the problem-solution format. They are custom-suited for prospects taking an interest. If they find a viable solution in your product, there is a good chance they will convert.

• The customer is introduced to an adverse situation
• The problem statement is delivered in the customer’s own words
• A solution is explored through your offering
• Measurable data is given to back claims of success
• Impact statement (again, delivered in the client’s own words)
• The best examples of case studies call for readers/viewers to experience similar success

Check out the Amazon customer story mentioned below of how Scenario used AWS Generative AI to produce 100,000 images daily.

It scaled their productivity within 2 months – and that’s a great story!

2. Before/After

So, your product makes a difference. How about making that visible?

Before/after case studies rope in visual learners present across the funnel stages. Here’s what they do:

• Product is vividly shown: Raises awareness level by several notches
• Parks viewer interest: Prospects’ doubts are answered with FAQs and visuals indicating solid outcomes
• Assures with market and social proof: Triggers conversions

Consider this Salesforce case study example.

It builds a story around Spotify coming to grips with personalized marketing at scale (propped by data silos). Soon, Salesforce’s Marketing Cloud transformed the scenario.

We know how to sell your story using your product UI

3. Success Story

People make emotional decisions (not necessarily all bad ones), even in business! Marketers are largely in the practice of using emotion to their selling advantage. See below:

First, a case study. By leveraging emotional marketing and our own emotional targeting process we helped https://t.co/NDH80kv37m increase: – Conversion rates from comparison pages by 54% – ICP signups from landing pages by 172% – Homepage conversion rates by 7x — Talia Wolf (@TaliaGw) May 17, 2023

Many branding case study examples that we studied (of Gong, Ramp, Asana, Shopify, and more) use the format of a customer’s success story. By telling the story of a challenge overcome, these brands anchor mainly on their prospects’ mental state . It covers people’s deeply felt wishes and aspirations.

There are ways to get your ICP’s attention with emotional appeal in all varieties of content. One particular example of case study which we studied showed how that is possible for factual content types as well.

• Build a case study on a theme of struggle anyone can empathize with (migration, recession, gender inequality)
• Let the story build up to a point where the customer’s quality of life improves when your product solves a particular problem
• Give data to support your claims
• End with an empathic call to action: “Need help with something similar? Chat with us.”

Remember, empathy prompts knee-jerk reactions and pushes forward buying decisions for prospects still in doubt.

4. Interview Style

The Q&A style is aptly called the “ Crisco ” of content marketing. In case studies, an interview-style Q&A smoothens the creases in introducing a problem. Next, it goes on to deliver nuanced views on the problem.

Here’s what makes a Q&A case study so convincing:

• Unfiltered user perspectives
• Two or more viewpoints shared (depending on the number of users participating)
• Pinpointed questions, bringing out specific outcomes of the product

The spontaneity of video case study examples in the interview style is hard to top in any other format. It also gives businesses the perfect opportunity to use information shared by users through their questionnaires (check this OliverWyman sample).

10 Best Case Study Examples

In product marketing, case studies strengthen the resolve of prospective buyers about their purchase. We discovered that particularly great case study examples offer facts and customer stories that prospects can trust.

The studies also help set realistic expectations before people decide to finally buy something. We have put together 10 case studies with special features. Reproducing certain specifics, as highlighted in the samples below, will increase the chances of getting your ICP’s attention on your content.

1. Content Beta

Type: B2B Journey

Summary: A creative design company handled the end-to-end video production process for a software firm. They also solved brand alignment and scaling problems by offering a CaaS (creative as a service) solution.

What we Liked: Before/After comparative diagrams and business impact quantified with data

Category: Collection of customer stories

Summary: An app for managing corporate expenses saves time and worries

What We Liked: The video of a customer speaking of their journey, the minimalist design, collection of customer stories as a case study

Category: Success Story

Summary: Efficiency for a team increases significantly with a remote work management solution

What We Liked: Creatively featured quotes to create scroll-stopping points

Summary: A revenue intelligence platform optimized sales pipeline

What We Liked: Multimedia embedding, light interface, and stylish use of different fonts

Category: Customer Experience

Summary: A web3 marketplace increases visibility for an art project

What We Liked: Showcase of finished creatives, bright layout, and use of GIFs creating a playful aesthetic

Category: Customer Story Gallery

Summary: An eCommerce company lists case studies about the many ways it has helped small businesses sell their products

What We Liked: These company case study examples can be filtered according to industry, product, region, use case, and others

Category: Interview-style

Summary: A homestay marketplace presents the opportunity for ‘experience hosting’

What We Liked: Use of candid conversation in interview style, personal storytelling

Category: Problem Solution

Summary: A conversational marketing company helps increase market-qualified leads for a search-as-a-service platform

What We Liked: This example of a case study has a forward approach with a comment on future plans

9. Biteable

Summary: An on-brand video maker helps make professional-looking videos quicker

What We Liked: Clear metrics and video marketing tips shared at the end

Category: Experience Story

Summary: An e-commerce company focused on handmade goods and craft supplies helps build a curated vintage article shop

What We Liked: An aptly placed CTA, in this case study example, deepens the curiosity that the title creates for the reader

Case Study Format

As the curated examples suggest, case studies for marketing can take inspiration from different creative styles. Brands today experiment with — multimedia embedding, first-person narrated user-generated content, visuals-centric skimmable forms , etc, to create their case studies.A case study video presentation can be repurposed across multiple channels for maximum impact.

Regardless, the underlying bare-bones structure of a case study needs to remain constant. Only then can you bring out the distinct flavor of this content type.

Our survey of different business case study examples reveals a format like this:

• Introduction: Gives background to the customer and the challenge scenario.
• Problem: Studies the main difficulty the customer was facing.
• Resolution: Gives an overview of the product or service the customer comes in contact with.
• Advantage: Summarizes the top benefits of the solution – why it was the appropriate selection.
• Outcome: The affirmative business result stems from the solution and advantages.

Having a standard structure is useful for many reasons. It allows the creative team working on a case study to understand exactly which pieces of information and assets to look for. At the same time, there is flexibility to highlight the USP of your business.

How to Write a Case Study

Case studies are factual and data-oriented . Research papers are quite the same. Only, they don’t tell a story.

When we placed some product case study examples under the scanner, different storytelling frameworks were found. Some were structured as a “hero’s journey,” while others were mindblowing success stories. We noticed all of them had a clear beginning, middle, and end corresponding to:

• Scenario and problem
• Product and solution
• Results and Quantifiable Outcomes

Our close reading of the case studies also gave us insights into writing them for the desired effect on prospects. Here is a process breakdown:

• Give the study a title indicating the problem your product has solved: This will create an instant connection with your ICP, who are trying to solve similar challenges.
• Introduce the customer with the background: This Freshbooks case study example focuses on a client who is a young mother surviving a recession while trying to run a business. The scope here for creating an emotional connection with the ICP is strong.
• Present the problem and tie it to the product: This is the core of your content. Many B2B case study examples we came across had this part as the lengthiest segment. You may show how the customer tried other ways of dealing with the problem before discovering your product.
• Bring out the solution: Deliver a vicarious experience for your ICP by going into the details of the customer’s journey. Trace it from product purchase to onboarding and use the solution for one or more use cases.
• Demonstrate the results: Plug data in to support the positive outcomes from your solution. Here, data covers more than numbers. Customer quotes, polls, and reviews found on business after product use count as data, too.
• End with a CTA: Invite prospects to experience the explained product benefits themselves. Instead of a buy button, try lead nurturing with a demo request or a ‘learn more’ CTA. Gives you more time to strengthen the lead before attempting to convert them.

Why Choose Content Beta?

If you are running a company with a small crew, surfing case study examples of multiple delivery format options, narrative styles, and new design elements can slow down your workflows. Yet, competitor research and the continuous creation of case studies remain essential for the marketing strategy of any Saas product.

This is where the Content Beta’s skilled design team can add value.

Get Content Beta’s Creative as a Service for a video (in case you want to make a video case study) and the design team on standby for a fixed monthly cost.

We are a 4.5+ rated team on TrustPilot with a proven track record of delivering well-researched case studies on time. Our team makes content creation a thoroughly collaborative process with these cutting-edge functionalities in our work portal:

• Credits Roll Over: Unused credits are transferred to the next cycle, so you don’t have to pay for anything extra. Learn more about our pricing .
• Quick Revisions: Add your comments to a creative in the making.
• Cloud Storage: Upload all brand assets you want the case study to feature.
• Collaboration: Invite your team to collaborate on the project

Schedule a call with us today!

We take inspiration from as many case study examples as possible when creating one for our brand (or our clients). Surfing through different samples increases our options for creative storytelling and gives insight into what other businesses are doing.

The range of innovative elements found in case study design examples on the web is multiplying by the day . Think – animations, UGC snippets, AR and VR segments, microlearning modules, and more.

Keeping an inventory of curated examples just helps you find relevant materials quickly.

Frequently Asked Questions (FAQs)

What are the key elements of a marketing case study.

The key elements of a marketing case study are:

• The problem statement or scenario,
• The product as the solution,
• Quantitative results.

What are the best practices for writing a marketing case study?

The best practices for writing a marketing study are:

• Quoting excerpts of customer-speak about your product and brand
• Giving data to support statements
• Presenting in a skimmable and visually rich format
• Placing a CTA to progress lead nurturing

What are the common mistakes to avoid in case study writing?

The common mistakes to avoid in case study writing for marketing are:

• Not focusing enough on customer experience
• Writing in a jargon-heavy language that buyers cannot understand
• Not providing data to back claims of success for your product

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Case Study Mastery: Examples & Step-by-Step Templates

Master case study: Uncover key strategies to conduct & present findings that influence decisions charachters.

February 9, 2024

What's Inside?

Understanding and sharing success stories in the business management world is crucial for grasping the growth journey of a business.

In this article, we will delve into the concept of a business management case study, exploring its definition, benefits, limitations, step-by-step process, types, and essential elements.

What is a Case Study?

A case study research is a detailed analysis of a particular subject, often a real-world situation or scenario, to draw insights and conclusions. It serves as a valuable tool for learning from successful strategies, identifying challenges, and making informed decisions.

Key Characteristics of a Case Study:

Specific Focus: Case studies concentrate on a particular subject, narrowing down the scope to delve deeply into specific aspects.

Real-world Context: Unlike theoretical studies, case studies are grounded in the real world. They often involve the examination of actual events, circumstances, or challenges.

Comprehensive Exploration: Case studies involve a thorough investigation of multiple facets of the chosen subject. This may include collecting and analyzing data, conducting interviews, and reviewing relevant documents.

Contextualization: Each case study is set within a context, providing background information to help readers or viewers understand the circumstances surrounding the case.

Problem-Solving Orientation: While exploring the intricacies of a case, case studies often aim to identify problems, challenges, or opportunities. They can be used as tools for problem-solving and decision-making.

In-depth Analysis: The analysis in a case study goes beyond surface-level observations. It involves a detailed examination of factors contributing to the situation, allowing for a nuanced understanding.

Presentation of Findings: A case study concludes with the presentation of findings, insights, and conclusions. Leveraging a visually compelling presentation plays a vital role for a case study to speak out.

Why You Should Write a Case Study?

Writing a case study offers several compelling reasons for individuals and businesses alike:

Demonstrate Success: A case study allows you to showcase your achievements and successes. It provides tangible evidence of your capabilities, helping build trust and credibility with potential clients, customers, or collaborators.

Educate and Inform: Use case studies to share valuable insights, lessons learned, and best practices. By documenting your experiences, you contribute to the collective knowledge within your industry, positioning yourself as an authority and resource.

Problem-Solving Showcase: If your case study revolves around overcoming challenges, it highlights your problem-solving abilities. This can be particularly impactful in industries where complex issues require innovative solutions.

Engage Your Audience: Well-crafted case studies are engaging and resonate with your audience. They tell a story, making information more relatable and memorable. This storytelling aspect can captivate readers and enhance their understanding of your work.

Build Brand Awareness: Case studies provide an opportunity to promote your brand in a context that goes beyond traditional marketing. Through real-world examples, you can reinforce your brand message and values.

Attract New Opportunities: A compelling case study can attract new opportunities, whether it be clients, partnerships , or collaborations. It serves as a powerful marketing tool, showcasing your expertise and capabilities to a wider audience.

Validate Your Methods: For businesses, case studies serve as a validation of their methods and strategies. Employing a robust case study methodology is a way to demonstrate the effectiveness of your products, services, or approaches to potential clients or customers through a thorough research process.

Internal Learning: Writing a case study requires reflection on your processes and approach case outcomes. This internal learning process can contribute to continuous improvement within your organization , fostering a culture of innovation and adaptability.

SEO Benefits: Case studies can be optimized for search engines, contributing to your online visibility. Including relevant keywords and internal links in your case studies can improve your website's SEO , attracting more organic traffic.

Differentiation: In competitive industries, a well crafted case study sets you apart from the competition. It allows you to highlight what makes your approach unique and why clients or customers should choose your products or services.

Benefits and Limitations of Case Studies

Benefits of Case Studies:

• Evident Success Stories: Case studies serve as tangible evidence of a business's success, allowing them to showcase real-world achievements and build credibility with potential clients or customers.
• Effective Marketing Tool: They function as powerful marketing tools by providing in depth insights into a business's capabilities , differentiating it from competitors, and influencing the decision making process of potential clients.
• Client Relationship Building: Through detailed case studies, businesses can strengthen relationships with existing clients by demonstrating their commitment, problem solving abilities, and delivering measurable results.
• Versatile Content: Case studies offer versatile content that can be repurposed across various marketing channels, including websites, social media, presentations, and promotional materials.
• Educational Value: Businesses can use case studies to educate their target audience about their industry, innovative solutions, and best practices, positioning themselves as thought leaders.

Limitations of Case Studies:

• Resource Intensive: Creating comprehensive case studies demands significant resources, including time, effort, and potential costs, making them resource-intensive for businesses.
• Limited Generalization: Findings from a specific case study may not be universally applicable, limiting their generalizability to other scenarios or industries.
• Potential Bias: There is a risk of bias in the selection and presentation of information, as businesses may be inclined to emphasize positive outcomes and downplay challenges.
• Confidentiality Concerns: Businesses may face challenges in sharing detailed information, especially if it involves sensitive data or strategies, raising concerns about confidentiality.
• Difficulty in Replication: The unique circumstances of a case study may make it challenging to replicate the same success in different contexts, limiting the broader applicability of the insights gained.

How to Conduct a Case Analysis: Step-by-step

1. define the objective:.

• Clearly outline the purpose of the case study. What do you aim to achieve or understand through this analysis?

2. Select the Case:

• Identify a relevant and specific case that aligns with your objective. For an important case study this could be a real-world situation, event, or phenomenon.

3. Background Research:

• Gather background information about the case. This may include historical context, key players involved, and any existing literature on the subject.

4. Identify Key Issues or Questions:

• Formulate specific research questions or highlight key issues you want to address through the case study.

5. Choose the Research Method:

• Decide on the case study method or approach for data collection. A case study research method could involve qualitative methods such as interviews, observations, or document analysis.

6. Develop Data Collection Plan:

• Outline a detailed plan for collecting data. Specify sources, methods, and tools you will use to gather relevant information.

7. Data Collection:

• Execute the data collection plan. Conduct interviews , observe events, and analyze documents to accumulate necessary data.

8. Data Analysis:

• Apply appropriate analytical techniques to interpret the gathered data. This may involve coding, categorizing, and identifying patterns or themes.

9. Construct the Case Study Narrative:

• Organize the findings into a coherent and structured narrative. Develop sections that cover the introduction, background, analysis, and conclusion.

10. Draw Conclusions:

• Based on your analysis, after you conduct case study , draw conclusions that address the research questions or objectives. Consider the implications of your findings.

11. Peer Review or Feedback:

• Seek feedback from colleagues, mentors, or peers to ensure the validity and reliability of your case study.

12. Finalize the Case Study:

• Incorporate feedback and make necessary revisions. Finalize the case study, ensuring clarity, coherence, and adherence to ethical guidelines.

13. Document and Share:

• Prepare the case study for publication or presentation and take advantage of Decktopus AI, a user-friendly and efficient presentation generator powered by AI. Easily convert your case study insights into a visually compelling deck.

• Decktopus ensures your case studies are presented in a format that engages your audience, making your narratives more impactful and memorable. Explore the benefits of Decktopus AI to elevate your case study presentations effortlessly.

What are the Components of a Case Study

The format of a case study typically comprises several key components to present information in a structured and comprehensive manner. While variations may exist based on the context and purpose, a standard case study format often includes the following elements:

1. Introduction:

Provide a brief overview of the case and set the stage for the reader. Outline the main objectives and establish the context of the study.

2. Background:

Present relevant background information about the subject of the case. This may include the history, industry context, or any pertinent details necessary for understanding the situation.

3. Problem Statement or Objectives:

Clearly state the problem or the main objectives of the case study. Define the issues or challenges that the study aims to address.

4. Analysis:

Dive into the analysis of the case. This section often comprises multiple sub-sections, each exploring different aspects such as market conditions, internal factors, external influences, etc.

5. Solution or Action:

Propose solutions or actions to address the identified problems. Detail the steps taken or recommended strategies based on the analysis.

6. Results:

Present the outcomes of the solutions or actions taken. Include any measurable results, impacts, or changes observed.

7. Conclusion:

Summarize the key points, outcomes, and lessons learned. Revisit the problem statement and emphasize the significance of the study, highlighting how the research design shaped the results.

Types of Case Studies

Case Study Examples

1. marketing case study template.

The Marketing Case Study Template is tailored for marketers, highlighting successful marketing strategies . Uncover the methods employed, target audience engagement, and measurable outcomes.

Ideal for marketing professionals seeking insights into effective campaign executions. With Decktopus AI , spending your precious time perpetually recreating your product's presentation has become an ancient practice.

Along with our collection of case-study templates, with our one-click platform, you can easily create beautiful presentations for yourself or your clients.

Also check out: creative marketing case study template .

2. Sales Case Study Template

The Sales Case Study Template is designed for salespeople to present and discuss case studies in sales meetings. With its professional look and engaging layout, your clients will be impressed with the level of detail you put into your analysis.

This professionally designed template is easy to use and easy to customize, making it the perfect way to show off your small business expertise.

So whether you're looking to wow potential clients or just need a little more confidence in your sales meetings, our client case study template will help you make an impact.

Also check-out: case study template for sales teams .

3. Design Case Study Example: UI Case Study Template

The UI Case Study Template is specifically designed for UI designers, making it easy to discuss your design process and findings. Present your design case studies like a pro with our target-spesific case study templates. With our design case study template , you'll be able to showcase your work in a clear, professional manner.

Looking to create a stunning case study presentation for your next client meeting? Look no further than our case study templates! Our professional and easy-to-use templates are perfect for designers of all experience levels, and will help you showcase your work in a clear and concise way.

Also check out: Art Case Study Template .

Explore More Case Study Templates

Discover a vast collection of case study templates from various fields, including marketing, sales, and design, in our dedicated Case Study Examples Blog. Gain insights into diverse business scenarios and find inspiration for your own projects.

Case Study Presentation Creation with Decktopus AI

Streamlining the creation of engaging visual case studies has never been easier than with Decktopus AI . This innovative platform offers a seamless experiencensimply write your input, and Decktopus takes care of the rest, ensuring that your templates not only boast a polished visual appeal but also integrate relevant and impactful content effortlessly.

Discover how easy it is to create engaging case study templates using Decktopus AI . Our platform ensures your templates look great and contain relevant content. With the help of our AI assistant, you not only get support during presentations but also receive tips, facilitate Q&A, and increase overall engagement.

Explore the unique storytelling format that Decktopus offers, making your case studies more relatable. For a step-by-guide on how to easily create a visually stunning case study with Decktopus, see our case study examples blog.

This approach allows you to present information in a narrative style, connecting better with your audience. Find practical tips for smoother case study presentations, from effective storytelling to engaging your audience. Improve your presentation experience with Decktopus AI , where simplicity meets interactivity and storytelling for effective communication.

It features, practical design, mobilizing easy principles of marketing ecosystem platform design. Making it by far the easiest thing to use in your daily practice of mobilizing marketing ecosystems through platform strategies.

Frequently Asked Questions

1) what is a marketing case study.

A marketing case study is a concise analysis of a business's marketing strategy, showcasing its objectives, challenges, tactics, and outcomes. It offers practical insights into real-world marketing applications, serving as a valuable learning tool for understanding successful practices and lessons learned in achieving specific marketing goals.

2) What is a case study?

A case study, or case report, is a concise examination of a specific subject, often real-world situations or problems, providing detailed insights and analysis for learning or decision-making purposes.

3) How should you write a case study?

To create an impactful case study, define objectives, choose a relevant case, gather key information, and use Decktopus for a polished presentation. Employ data analysis, construct a clear narrative, and offer actionable recommendations.

Validate findings and consider broader implications. Decktopus streamlines this process, providing a user-friendly platform for creating compelling case study presentations effortlessly.

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How to write a case study: The ultimate guide + examples and templates

It would be great if we could wave a magic wand to convince prospects to buy your product or service… But we can’t. So, a case study is your next best option. 

They’re a powerful sales and marketing tool for those prospects that are sitting on the fence. The problem is, they’re often dry, bland, and anything but magical. Never fear, though, as we’ve done some in-depth case study analysis.

We’re here to show you how to write a case study that will convince customers to choose you over your competitors. To create something so compelling they’ll have no doubt about your ability to deliver results.

Whether this is your first or 100th stab at it, we’ve got you covered with tips and best practices, real-world examples, and ideas for how to format a case study.  

In this post, we’ll look at:

• What a case study is and why you need one
• What makes a good case study

What should a case study include?

Essential prep for creating a case study.

• How to write a good case study in 5 steps
• 8 further case study best practices
• 7 real-life case study examples
• 8 case study templates to get you started

🔍 Are you looking for some case study examples? This compilation of case study data and leadership input from just a few RingCentral SMB customers will show you exactly how they have modernized their business communication processes.  

What is a case study and why should you create one?

A case study is basically a document— or it can be a video—that outlines how a customer used your product to overcome a problem. It’s real-world proof that your product works and gets results.

If your product or service has helped customers get great results, a case study will help you showcase those results to your future customers. They’re an excellent way to attract more business, and can mean the difference between a lost opportunity and a really good end-of-quarter.

Why are case studies important?

Case studies present a living, breathing witness to how effective your product or service is. In other words, they represent the ultimate in social proof. While customer reviews can also be valuable in influencing a potential client’s decision to buy from your company, they don’t pack the punch that case studies do.

That’s because with case studies, you can curate a story that highlights how well your product or service solved a real-life problem, and back it up with solid data. It demonstrates the value of your offering, while showing off your hard work in achieving success for a customer.

Case studies are relatable

Because you’re using real-world examples, rather than abstract concepts of what your product or service represents, case studies are fully relatable to potential new customers. 

They can put themselves in the shoes of the subject and empathize with their pain points—and realize that there’s a way to get similar results for themselves.

They’re unbiased

Whereas a landing page or product page can be purely self-promotional, a case study comes across as more authentic and unbiased. Instead of you saying how awesome your product is, the subject is saying it, and that counts for a lot. 

If they’ve switched to you from a competitor, that’s even better as it positions your product as superior without you having to spell it out.

They increase your authority

Case studies also demonstrate your ability to solve problems for your customers, positioning you as experts in your industry and building trust. The more case studies you have, the more established you’ll look. As in: “Wow, they have so many happy clients—they must be doing something right!”

They inspire readers

A narrative that’s engaging to read will get people interested in your company and inspire them to take a look around your website. And case studies give readers variety alongside other content formats such as product pages and blogs. They’re also an extra opportunity to add a CTA and nudge readers toward taking an action.

They have many uses

Case studies are versatile. You can publish and promote them in various places alongside your website—give a taster in social media posts with a link to the full article, add the video to your YouTube channel, share the stories in sales presentations. You can also extract elements like quotes from featured customers and repurpose them in other content, such as infographics.

In most cases it’s best to have case studies easily available on your website, not as downloadable gated content, but you do have this option for lead generation. You could write a blog post with a short version of the story, and offer the full version to readers in return for giving you their contact details.

They encourage loyalty

When you ask an existing customer to be the subject of a case study, it not only makes them feel special but it also reminds them of the benefits of your solution—which helps to reaffirm their loyalty. Plus, they’re getting extra brand exposure and a backlink to their own website, which boosts both their traffic and their authority online.  

In fact, there’s nothing to stop you reaching out to former customers who achieved good results with you before moving on (it happens). You never know, a reminder of you might even bring them back!

What makes a good case study? 

First, it’s helpful to highlight what makes a lot of case studies bad: most are painfully boring. What they have is research and detail, but what they lack is a cohesive, consumable story. 

They list numbers and contain data, but the reader isn’t sure what it all means or why it’s relevant to their problem. They end up existing as technical documents that do little to persuade or excite anyone. That’s unfortunate because they have the potential to be a powerful sales tool that can help you close big deals in the decision-making phase. 

So how do you write a case study that’s actually effective, then? Here are three characteristics every good case study should have:

It’s digestible

There’s no hard and fast rule on how long a case study should be. But it’s always a good idea to ask “how short can we make it?” 

A good case study avoids the unnecessary minutiae, knows what it’s trying to say, and communicates it quickly and without ambiguity. With a few exceptions, effective case studies are concise and clear. 

It’s thorough

On the other side of the length equation, being thorough is also important. Case study writing is all about making impressive claims about how a product helped someone achieve a certain result. However, it also needs to explain how it happened. 

Good case studies include key details that show how the customer got from A to B using the product—something you don’t get with customer reviews . Don’t make your reader work too hard to visualize the story. If you can use images and videos, use them.

It’s a story

Yes, case studies are sales tools. But the ones really worth reading tell a compelling story with a beginning, middle, and end. They beg to be read all the way through. Often, they present a problem that creates tension and demands a solution. And remember, in this story, the customer is the hero—not you.

Caveat: There is no one-size-fits-all approach for what to include in a case study. But, in general, there is a recognized case study format with certain sections you should feature to make it clearer and more impactful.  This format typically includes:

• Title: This should be concise and engaging. Naming your document “A Case Study of RingCentral” sounds dry. A headline like “Navigating Communications in a Remote World: A RingCentral Case Study” has more impact and explains what theme you’re exploring.
• Executive summary: Consider this like an abstract. Provide a brief overview of the case study, including the key purpose, approaches, findings, and solutions, without giving too much away.
• Introduction: Provide essential details about the customer in context.
• Challenges: Here’s where you highlight where your customer was before using your product or service and where they wanted to be. Present raw data where applicable and discuss any other background information that shows their struggles.
• Solution: Here’s where you get to show off. Explain how and why the customer chose your company, and how a specific product or service helped them achieve their objectives.
• Results: Time to get tangible. Dive into how the customer used your product, the results they saw, and long-lasting benefits. Incorporate any testimonials and statistics that showcase these results.
• Conclusion: Case studies are just as much about the future as the present. Use this closing section to highlight where your case study customer is going next thanks to your solution. Consider including a call-to-action here to encourage your prospect to take the next step.

How long should a case study be?

There isn’t a definitive answer to this question, as the length of a case study can vary depending on factors such as the size of the project you’re talking about. It also depends on the type of case study—for example, if it’s in the form of a video then a couple of minutes is enough. (We’ll explore the different types a little later on in this post.)

Balance is the key here. You’ll need to to include enough information to convey the story properly and hook the reader in, but not so much that they get overwhelmed or the message of the story gets lost amid the detail. The last thing you want them to think is “TL;DR”.

It’s about being concise, and not allowing yourself to get carried away with the story. Only include what needs to be included, so that readers can clearly understand the subject’s pain point, the reason your solution was a good fit, and the success it achieved.

Remember that not every part of the case study has to be in narrative form. You can pull out stats and display them as graphics, highlight direct quotes or other key information, or add a photo of the subject. If your case study is on the longer side, break up the text with subheadings, bullet points, and white space.

Before you start actually writing, there’s a bit of prep work you’ll need to do to make sure your case study is amazing.

1. Choose your customer

You may have many customers who’ve seen great results using your product (let’s hope!). But you can’t just pick a name out of a hat and showcase their results. So, what’s the best way of selecting a client for a case study?

Steer clear of customers who may not be the right fit for your audience or whose results may not be typical.

For example, don’t feature an enterprise company when most of your customers are small businesses. Or a business achieving a 90% customer retention rate when most of them see 70% on average (still impressive, though).

When considering which customer to use, start by creating a list of customers that meet these criteria:

They’ve seen good results with your product or service

The numbers are what really matter. So choose customers that have seen strong results using your product (like Conair did with RingCentral). But be careful about showcasing exceptionally good results if they’re not likely to be repeated by most.

They have a respected and recognizable brand

Strong brands give your product instant social proof. They prove that you’re established and trustworthy. That alone can make you a front-runner in the decision-making process. After all, if Big Brand X trusts you, so can a prospect.

They’re a typical customer

Good results don’t carry as much weight when they’re achieved by companies in other industries or verticals. Identify current customers that are similar to your target audience. A client who has faced similar challenges and pain points will evoke empathy and stir up interest in the mind of your prospective clients.

So, if you sell enterprise software, choose enterprise customers. If you’re a consultant in the healthcare industry, choose a customer that works in healthcare.

With your list in hand, you can start reaching out. Picking up the phone can be a lot more effective than sending an email. It’s more personal, lets you build rapport, and is harder to ignore. 

Try to get in touch with customers who use or are very familiar with your product or service—someone who can speak to results. Tell them you’re interested in writing a case study and you’d love to hear more about the results they’ve achieved. Be clear about what the process involves on their part—whether it’s a list of questions in an email, a phone call, or if it involves a camera and crew.  

If you’ve provided value, your customer is more likely to see you as a partner rather than a vendor and, hopefully, will be happy to participate. Remember, you’re also shining a spotlight on their own success. So it’s a win-win.  

That said, you may hear “no” a few times, too. Don’t get discouraged. Some customers will decline for different reasons, regardless of the results they’ve achieved with your product.

RingCentral: W2O

2. Begin your research

Start collecting information about your customer. This is easier if you work as a team. From sales to content marketing to customer service, everyone who’s been in touch with customers will have insight about their experience.

They can help you understand what your customers do and sell, and what challenges they’re facing. Identify the stakeholders you need to speak with—anyone in the company who uses your product—from the CEO to the marketing intern. Collect stats, even ones you don’t think are relevant—they may be later.

3. Ask the right questions

Smart questions get insightful answers. Here are some examples of great questions to start with: 

• “What were some of the bigger challenges you faced before using our product?”
• “How does our product help you reach your individual goals?”
• “Which key metrics have improved most since using our product/service?”
• “Which parts of your business have been impacted most, and how?”
• “How long did it take to roll out our product?”

But don’t stop there. Use these questions to segue into deeper, more targeted questions that underscore the real-world benefits of your product. Let the conversation flow naturally—this is the magic of interviews. You can’t always plan for what interesting topics come up next.

4. Identify your target audience

Beyond your customer’s industry, consider who the target audience of the case study is. Who will see it? What group of people does it need to influence?

While it’s often high-level executives who make large purchase decisions, employees at all levels can act as a champion for your product or brand. Your case study may have to persuade an IT worker that your product or service is going to make their job easier. Meanwhile, it may also need to convince the CFO that they’ll see a real return on investment.

5. Identify the top three things you want to highlight

During the initial research phase, you’ve likely uncovered a lot of interesting information about your customer and their experiences with your product. 

While it might be tempting to use it all, when you write a case study, you should quickly and clearly communicate the value of your product. Go through this information and identify the three most important business results you want to feature, like we did in the Barx Parx example shown below.

Stats and key performance indicators (KPIs) to consider using in your case study:

• Ramp up time : How long did it take to get started with your product? Did it improve any other facet of their workflow? 
• Sales results : How did the product impact your customer’s bottom line?
• Total return on investment (ROI) : How long did it take to earn more than they spent on your product?
• Productivity increases : Which teams saw improvements in process and workflow? And by how much?

6. Choose your format

So, what does a case study look like visually? It doesn’t have to exist only as a PDF attachment in a late-stage deal email (although there’s nothing wrong with that). Consider the format. Think about who’s going to read it (or watch it). 

Do you want to turn this into fancy interactive content? Does your prospect have the time and interest to dig into the details? Or do they just want the facts? Choose the format that you think best engages the audience that you’re selling to. 

Here are some options:

Report format

This long-form document has been the gold standard for B2B case studies for many years. It’s effective when the subject matter is complex and demands detail.

Here’s how Zendesk presented their case study with IDC as a report .

Remember, a CTO who’s evaluating large-scale business communications platforms for a multi-year deal is going to want more information than a marketing manager who’s evaluating a new social media ad platform.

Keeping things short and sweet is often the best way to get your message heard. By focusing on the key points, you can highlight the biggest wins at just a glance. 

Most report format case studies can be easily condensed into a one-page document. This is ideal for prospects (and salespeople) who are short on time and prefer something they can quickly scan.

Few things can tell a story the way that video can, and case studies are no exception. They give you an unmatched level of creative freedom and storytelling using music, lighting, pacing, and voice that can evoke emotions and persuade someone using more than just numbers and facts. 

And at just a couple of minutes long, they can do a lot of heavy lifting in not a lot of time.

Dropbox: Expedia

Infographic

If you’re wondering how to make a case study more memorable, it’s worth noting that people love infographics. They’re an excellent way to convey important data in a simple, eye-pleasing way.

If your case study requires you to use a lot of data to prove a point—or if visualizing data can make the results more clear—building an infographic case study can be a great investment.

How to write a case study in 5 steps

Congrats. You’ve done the research. You’ve made the calls. You’ve pored over all the details. Now, all you have to do is write. 

Here are five simple steps that’ll help you better understand how to create a case study that champions your customer and clearly showcases the real-world value of your products or services. 

1. Introduce the customer

Set the stage for your case study with an introduction. Briefly explain who your customer is with a bit of background information that can include their industry, product, company size, and location. 

You don’t have to dig into the nuts and bolts of their business, but you do want the reader to understand who they are and what they do. The more color you can provide here, the more impactful it’ll be when you show the awesome results this customer saw because they chose you.

2. State the problem

Every product or service is a possible solution to a problem. Explain the problem (or problems) that you helped your customer overcome. Describe the larger impact of the issue. Maybe it was customers leaving. Perhaps it was bad leads—or good leads that were never followed up on.

Use this as an opportunity to clearly show what was at stake, and make sure you leave the jargon out of it. Frame the problem in simple terms that any reader can understand. 

3. Introduce your product

This is where you begin solving the problem. Briefly introduce your proposed solution and what it does.

Start on a general level, then apply it to the challenge the customer was experiencing. Talk about which teams or individuals used your product and how they used it. Be sure to make the connection between the customer’s problem and your solution crystal clear.

4. Show results

The big reveal. What kind of results was your customer able to achieve using your product or service? Speak to how they solved the problem descriptively, but also with cold, hard numbers. 

Not everything can be measured in numbers (sometimes, peace of mind is a powerful benefit all on its own), but whenever you can, back up your story with the stats. At the very least, this will make it easy for a CFO—or a prospective customer who wants to buy—to justify buying your product.

For example: 

The customer saw a 33% increase in web traffic, a large influx of social media activity, and a 10% boost in revenue over the duration of the campaign.

5. Prove it

Don’t forget to show your math. How you get the results is just as important as the results themselves. What specific steps were taken to get those results? Not only will this help validate your claims, it makes it easier to envision how the reader may be able to achieve them, too.

8 Further case study best practices

That’s how to write a case study in broad strokes, but you might be wondering how to write a business case study that stands out from the crowd? Here are some top tips:

1. Avoid jargon 

As a subject matter expert in your line of work, it can be tempting to go into as much jargony detail as possible. This is normal as it’s often the language we use at work every day. 

Remember, though, that your customer probably doesn’t speak that language. When in doubt, try to put yourself in the shoes of someone who doesn’t live and breathe your product or industry.. 

2. Spend time on your title

It’s tempting to use the case study’s most interesting or impressive KPI as your title. But that also gives away the ending before the story begins, and skips details that are important for context in the process. Try writing a title that piques interest without being a spoiler.

3. Edit. Then edit again. 

Once you’ve got your first draft completed (and the jargon removed), edit the case study. When writing case studies, one proofread is never enough. A few best practices here:

• Look for and eliminate unnecessary adjectives—simple English is better.
• Speak in an active voice. 
• Look for details that get in the way of the story. 

And then do it all over again until you can’t edit it down anymore without losing the essence of the story.

4. Pay attention to the imagery

Well-designed charts, graphs, images, or infographics can do the heavy lifting of several pages of text in just seconds. 

They can also help break up large pieces of text, making the case study easier to read—and nicer to look at. After all, the end goal is to have these read all the way through.

Here’s an example of a graphic from a longer CPA Canada infographic (that includes a short case study embedded inside it): 

5. Pull quotes

Hard data and results are good. But a customer quote is a great piece of social proof and adds a human element to your case study. And that makes your results more believable. 

Here’s an example of what that looks like, from a RingCentral case study :

6. Make it scannable

Some people will take the time to read your case study front to back and absorb every detail. Some won’t give it more than a single glance. And sometimes, that person is the decision-maker. 

Make the most important results easy to spot, read, and retain at a glance. Write headings that are descriptive—if someone just scanned them, would they be able to get the gist of the story? Consider putting a summary at the very beginning of the study, or call out impressive results in a larger font size.

7. Record your interviews

Ditch the pen and paper. If you’re conducting one-on-one interviews over the phone, you can save yourself a lot of time and energy by recording the conversation (with your customer’s consent, of course). 

There are tools that can make this easier too—you might find one or two in your marketing stack. For example, you could use RingSense AI for automatic note taking, summarizing, and transcribing.

8. Don’t forget the call to action (CTA)

Your prospect is excited because your case study has done an excellent job of showing how your product or service can help drive results for customers. Now, how do they get in touch with you to learn more? 

Whether it’s a button that links to your website, an email address, or a phone number, make sure there’s an easy way of getting in touch with you in the case study.

7 Examples of great case studies from real-life companies

So, that’s the theory covered, but what do great case studies look like in practice? We’ve included a few elements from RingCentral customer stories as examples above, but let’s dig a little deeper into two more of our case studies:

RingCentral: How Ryder made significant savings with cloud communications

This case study is about Ryder Systems, a Fortune 500 transportation company who modernized their IT communications infrastructure with RingCentral.

We start off with a subheading that sums up the story, plus the key stats at a glance. There’s another stats panel farther down the page to help break up the wall of text. Pull quotes also achieve this, but that’s not the only reason why we like to use quotes.

When the quote comes directly from a senior manager at the company we’ve helped, they’re telling an important part of the story in their own words. In this case, there’s a reference to the amount of money Ryder has saved with RingCentral, and a mention of the platform’s all-in-one cloud capabilities.

The content introduces Ryder and makes it clear that they are a big name in transportation (the single largest truck supplier in the US) and a noteworthy firm in general, as evidenced by membership of the Fortune 500 and Forbes’ Most Admired Companies. 

If a big player like this is happy to trust RingCentral with their business, that says a lot about our credentials too.

We mentioned earlier that customers are attracted to testimonials from companies similar to themselves. But RingCentral caters to businesses of all sizes—so if SMBs are reading this case study, we think they’ll see our association with a large company as “social proof” and a sign of our trustworthiness across the board.

The story goes on to explore Ryder’s pain points and how RingCentral solved them, inspiring other companies with similar problems to take action (i.e. to replace legacy systems that are slow and expensive). For further encouragement, it details how Ryder were so happy with the initial success that they also went on to implement RingCentral’s contact center solution.

RingCentral: Helping Dispute Nation to change lives

Just to illustrate our point about RingCentral serving all sizes of business, here’s a case study for a much smaller company—consumer advocacy organization Dispute Nation, which has 10 employees.

Again, the story begins with stats and a pull quote from a company representative. In keeping with Dispute Nation’s values, it focuses less on the financial savings or efficiency brought by RingCentral tools but on how our solution helps this company to help others.

Drawing empathy from other startups and fast-growing small businesses, we mention how demand for the company’s services grew very quickly. This makes it obvious why they needed a unified communications system to reach all their clients by phone, SMS, and fax.

The case study highlights how digital fax in particular helps Dispute Nation to get client cases resolved sooner. Another pull quote mentions some of the other benefits of RingCentral, like automation and integrations with other tools. 

There are nods to mobility and flexibility, plus security and data privacy which will resonate with other highly-regulated industries.

The tale finishes strongly with the company founder’s assertion that “RingCentral is helping Dispute Nation improve more lives”. Readers who’ve been inspired to learn more can easily navigate from this page to explore products, resources, and get in touch.

RingCentral is far from the only company to have recognized the importance of this kind of content.

Here are some more real-life case studies from other businesses you might just recognize:

RingCentral iswe’re far from the only company to have recognized the importance of this kind of content.

Mailchimp: Make a connection in real life with postcards

What we like about it: The title doesn’t give everything away all at once, and the case study tells a story with a beginning, middle, and end. The sections are clearly titled and organized, and the results are easy to find. As a bonus: the video adds a believable human element.

LinkedIn: How Adobe achieves alignment and ABM success with LinkedIn

What we like about it: It’s detailed without being a novella. It understands and speaks to the enterprise customer. The key points are in bullet format and easy to read. The important wins are highlighted. And the video makes the content easy to engage with.

Hootsuite: How Meliá became one of the most influential hotel chains on social media

What we like about it: The title makes you want to read the whole customer story. They’ve embedded a well-produced video high on the page, so you can choose to watch it before you read on. The design and layout of the page makes the content and images easy to consume, and the results can’t be missed. Also, they weren’t shy about adding CTAs.

Slack: So yeah, we tried Slack

What we like about it: This case study follows the tried and true format of customer, problem, solution, and results. It uses humor and relatable characters throughout to support the story and keep your attention. And it’s only two minutes long so it gets the point across quickly.

Assetworks: South Carolina School Board Insurance Trust

What we like about it: This case study tackles the otherwise complex and technical topic, and simplifies it as an infographic using images to make the results clear. It’s concise and easy to follow because you can see the math without actually doing any math.

8 Case study templates to get you started

Starting from scratch can be time-consuming. To help you, we’ve drawn together a few templates:

The generic one

Generic doesn’t mean boring! Canva’s templates are great if you need something concise and simple that still looks professional . A free account will give you access to several well-designed templates, including this one :

The layout is provided for you, so it’s quick and easy to customize with your branding and content. Don’t be afraid to use this as a foundation, then add in visual elements like infographics and videos.

The data-driven one

If your key messages revolve around numbers, start with a template structure that lets you highlight these. HubSpot has a data-focused template where you can pack in graphs, charts, and other visuals to drive your message home:

The industry-specific one

Not every template suits every company. Visme offers different templates created for different industries, including real estate, financial services, and healthcare.

The problem-solution-impact one

This format takes a graphical rather than narrative approach, which helps readers to visualize the events and looks colorful and appealing on the page. The template is available as a free download from Smartsheet:

The idea of this is to present the story in a logical and sequential way. It starts with the challenge faced by the subject of the case study, looks at the solution your company provided, and shows what the outcome was.

Of course, you could choose to combine this with other elements like text content, stats, and quotes—making the “problem-solution-impact” graphic the main focus of the case study.

The product-specific one

You can choose to focus your case study on a particular product, highlighting key features and the  practical applications in the real world. 

It leans into the experience that the customer has had with the product—i.e., what it feels like to use it—and the specific benefits. This one is a good choice if the customer hasn’t been using the product for very long, and you haven’t yet gathered a lot of metrics.

HubSpot has a template for this purpose :

The in-depth report one

Using the style of an in-depth report can be useful when you’ve worked with the customer on a complex project and you need to include a lot of detail.  

This template —another free one from Smartsheet—includes elements like decision criteria, data analysis, and the implementation plan:

Just be careful with this one as you don’t want readers to be put off by a lot of text. Make sure the style is conversational and engaging, not dry and formal.

The employee story one

Okay, stick with us here—this one’s a little different. As well as asking customers to tell their stories, how about getting employees to share what it’s like to work for your company, or their experience of working on a particular project?

Employee stories or testimonials are often used for recruitment purposes, but they’re also a valuable form of marketing for potential customers. That’s because happy, engaged employees represent a company that cares about its people, which all helps you to build trust.

This example from Vanguard isn’t a template as such, but you can use it to inspire your own version. (It doesn’t have to be a video—you could still use a written narrative with direct quotes, photos, and stats on employee satisfaction.)

BONUS TEMPLATE: Form for customers participating in case studies

Earlier in this post, we briefly covered some of the questions you’ll need to ask your customers when putting together case studies. But it’s always helpful to have a visual guide, so we’re including this template from Vitally , which provides a framework for collaborating with customers and collecting the relevant data. 

You can adapt this to your own needs by adding further questions.

The final word on how to write a case study…

Sure, an ad or boosted social media post can make someone aware of your brand or that your product exists, and a landing page can tell them how your product can solve their problem. 

But there’s nothing quite as powerful as someone else singing your praises. 

And that’s exactly what a case study does. Spend the time to do it right and it has the potential to deliver huge ROI no matter how big or small your company is. And not just once—but over and over again.

Originally published Jun 15, 2024, updated Aug 15, 2024

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What is case study research?

Last updated

8 February 2023

Reviewed by

Cathy Heath

Short on time? Get an AI generated summary of this article instead

Suppose a company receives a spike in the number of customer complaints, or medical experts discover an outbreak of illness affecting children but are not quite sure of the reason. In both cases, carrying out a case study could be the best way to get answers.

Organization

Case studies can be carried out across different disciplines, including education, medicine, sociology, and business.

Most case studies employ qualitative methods, but quantitative methods can also be used. Researchers can then describe, compare, evaluate, and identify patterns or cause-and-effect relationships between the various variables under study. They can then use this knowledge to decide what action to take. 

Another thing to note is that case studies are generally singular in their focus. This means they narrow focus to a particular area, making them highly subjective. You cannot always generalize the results of a case study and apply them to a larger population. However, they are valuable tools to illustrate a principle or develop a thesis.

Analyze case study research

Dovetail streamlines case study research to help you uncover and share actionable insights

• What are the different types of case study designs?

Researchers can choose from a variety of case study designs. The design they choose is dependent on what questions they need to answer, the context of the research environment, how much data they already have, and what resources are available.

Here are the common types of case study design:

Explanatory

An explanatory case study is an initial explanation of the how or why that is behind something. This design is commonly used when studying a real-life phenomenon or event. Once the organization understands the reasons behind a phenomenon, it can then make changes to enhance or eliminate the variables causing it. 

Here is an example: How is co-teaching implemented in elementary schools? The title for a case study of this subject could be “Case Study of the Implementation of Co-Teaching in Elementary Schools.”

Descriptive

An illustrative or descriptive case study helps researchers shed light on an unfamiliar object or subject after a period of time. The case study provides an in-depth review of the issue at hand and adds real-world examples in the area the researcher wants the audience to understand. 

The researcher makes no inferences or causal statements about the object or subject under review. This type of design is often used to understand cultural shifts.

Here is an example: How did people cope with the 2004 Indian Ocean Tsunami? This case study could be titled "A Case Study of the 2004 Indian Ocean Tsunami and its Effect on the Indonesian Population."

Exploratory

Exploratory research is also called a pilot case study. It is usually the first step within a larger research project, often relying on questionnaires and surveys . Researchers use exploratory research to help narrow down their focus, define parameters, draft a specific research question , and/or identify variables in a larger study. This research design usually covers a wider area than others, and focuses on the ‘what’ and ‘who’ of a topic.

Here is an example: How do nutrition and socialization in early childhood affect learning in children? The title of the exploratory study may be “Case Study of the Effects of Nutrition and Socialization on Learning in Early Childhood.”

An intrinsic case study is specifically designed to look at a unique and special phenomenon. At the start of the study, the researcher defines the phenomenon and the uniqueness that differentiates it from others. 

In this case, researchers do not attempt to generalize, compare, or challenge the existing assumptions. Instead, they explore the unique variables to enhance understanding. Here is an example: “Case Study of Volcanic Lightning.”

This design can also be identified as a cumulative case study. It uses information from past studies or observations of groups of people in certain settings as the foundation of the new study. Given that it takes multiple areas into account, it allows for greater generalization than a single case study. 

The researchers also get an in-depth look at a particular subject from different viewpoints.  Here is an example: “Case Study of how PTSD affected Vietnam and Gulf War Veterans Differently Due to Advances in Military Technology.”

Critical instance

A critical case study incorporates both explanatory and intrinsic study designs. It does not have predetermined purposes beyond an investigation of the said subject. It can be used for a deeper explanation of the cause-and-effect relationship. It can also be used to question a common assumption or myth. 

The findings can then be used further to generalize whether they would also apply in a different environment.  Here is an example: “What Effect Does Prolonged Use of Social Media Have on the Mind of American Youth?”

Instrumental

Instrumental research attempts to achieve goals beyond understanding the object at hand. Researchers explore a larger subject through different, separate studies and use the findings to understand its relationship to another subject. This type of design also provides insight into an issue or helps refine a theory. 

For example, you may want to determine if violent behavior in children predisposes them to crime later in life. The focus is on the relationship between children and violent behavior, and why certain children do become violent. Here is an example: “Violence Breeds Violence: Childhood Exposure and Participation in Adult Crime.”

Evaluation case study design is employed to research the effects of a program, policy, or intervention, and assess its effectiveness and impact on future decision-making. 

For example, you might want to see whether children learn times tables quicker through an educational game on their iPad versus a more teacher-led intervention. Here is an example: “An Investigation of the Impact of an iPad Multiplication Game for Primary School Children.” 

• When do you use case studies?

Case studies are ideal when you want to gain a contextual, concrete, or in-depth understanding of a particular subject. It helps you understand the characteristics, implications, and meanings of the subject.

They are also an excellent choice for those writing a thesis or dissertation, as they help keep the project focused on a particular area when resources or time may be too limited to cover a wider one. You may have to conduct several case studies to explore different aspects of the subject in question and understand the problem.

• What are the steps to follow when conducting a case study?

1. Select a case

Once you identify the problem at hand and come up with questions, identify the case you will focus on. The study can provide insights into the subject at hand, challenge existing assumptions, propose a course of action, and/or open up new areas for further research.

2. Create a theoretical framework

While you will be focusing on a specific detail, the case study design you choose should be linked to existing knowledge on the topic. This prevents it from becoming an isolated description and allows for enhancing the existing information. 

It may expand the current theory by bringing up new ideas or concepts, challenge established assumptions, or exemplify a theory by exploring how it answers the problem at hand. A theoretical framework starts with a literature review of the sources relevant to the topic in focus. This helps in identifying key concepts to guide analysis and interpretation.

3. Collect the data

Case studies are frequently supplemented with qualitative data such as observations, interviews, and a review of both primary and secondary sources such as official records, news articles, and photographs. There may also be quantitative data —this data assists in understanding the case thoroughly.

4. Analyze your case

The results of the research depend on the research design. Most case studies are structured with chapters or topic headings for easy explanation and presentation. Others may be written as narratives to allow researchers to explore various angles of the topic and analyze its meanings and implications.

In all areas, always give a detailed contextual understanding of the case and connect it to the existing theory and literature before discussing how it fits into your problem area.

• What are some case study examples?

What are the best approaches for introducing our product into the Kenyan market?

How does the change in marketing strategy aid in increasing the sales volumes of product Y?

How can teachers enhance student participation in classrooms?

How does poverty affect literacy levels in children?

Case study topics

Case study of product marketing strategies in the Kenyan market

Case study of the effects of a marketing strategy change on product Y sales volumes

Case study of X school teachers that encourage active student participation in the classroom

Case study of the effects of poverty on literacy levels in children

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How To Outline a Case Study: 15 Examples & Templates

Written by: Christopher Jan Benitez

They allow you to make your business more appealing to your target audience, resulting in more leads and customers moving forward.

By definition, you should create more of these studies to show your business’s effectiveness to people, right?

But before you do, you must learn how to outline them first.

This post discusses how you can develop a case study outline, which templates to use, and best practices to follow.

Here’s a short selection of 8 easy-to-edit case study templates you can edit, share and download with Visme. View more templates below:

Table of Contents

What is a case study, what is a case study outline, how do you write a case study outline, 15 case study outline examples, design tips for your case study outline, create your case study with visme.

A case study is a real-life success story of a customer who faced challenges and managed to overcome them by using your products or services. It's like a narrative that tells the tale of how someone benefited from what you have to offer. It's a way to showcase the practical application of your solutions in a specific situation and demonstrate the value they bring. So, it's not just a theoretical explanation but an engaging story that highlights the positive outcomes achieved by your customer.

Beyond business, case studies are commonly used in other settings, like academics, social sciences, medicine, psychology, and education. A case study is an in-depth examination and analysis of a specific individual, group, organization, event, or situation. It involves gathering detailed information and data to gain an extensive understanding of the subject being studied.

A case study outline is a roadmap for creating a solid case study report. It helps you organize and present all the important elements in a structured way. Think of it as a blueprint that guides you through the process. Of course, the specific outline can vary depending on why you're doing the case study and the specific situation you're studying. So, it's adaptable to fit your needs and make sure you cover everything necessary.

Made with Visme Infographic Maker

Below are the main parts of a typical case study outline:

• Introduction: Describe the customer or client who is the focus of the case study.
• Problem: Identify the client's issue, which is why they sought your help in the first place.
• Goals/Solutions: Enumerate the goals you wish to achieve with the strategy you developed for this client. Then, discuss the tactics you used in the hopes of achieving these objectives.
• Results/Achievements: Talk about the positive results of your campaign using data and figures. This section should emphasize the effectiveness of your business in solving the problem through your products and services.

If you want a head start with your case studies, use any of Visme's templates below.

Most of these templates contain the main parts mentioned above. Once you’ve chosen a case study template , simply edit it to best explain your case to prospects.

Choose from built-in graphics ranging from video backgrounds to fonts and place them in the presentation using Visme's drag-and-drop builder.

You can also collaborate with team members when editing the case study online template to finish the presentation ahead of time.

1. Medical Case Study

This blue-themed outline template is for you if you're in the medical field and doing a case study on a patient. It contains a table of laboratory findings and clinical manifestations, which lead to your diagnosis and conclusions.

2. Intel Case Study

This simple light-red template is perfect for tech companies looking to quickly present their case study with an overview of its background, goals, and strategy. It ends the presentation by going through the study’s figures and data.

3. UX Case Study

This zesty template tackles how a change in a site or app's user interface generated massive results in conversions. It lays down the site's problem and approach to solving it before dealing with the results.

4. Bit.ly Case Study

For marketers looking to track campaign results launched across various marketing channels, this template is for them. It briefly explains the background and goal of the case in the first place and the obstacles and results in the next.

5. Adobe Case Study

This orange and blue magenta template is heavy on text as it explains how your brand achieved positive results for a client campaign. Show this to similar prospects whom you're looking to turn into clients.

6. Fuji Xerox Australia Business Equipment Case Study

Marketing agencies looking for print businesses or similar to turn into clients won't go wrong with this blue three-page template. It details the case study background, goals, and achievements before concluding with its key results.

7. College For Adult Learning Training Organization Case Study

Marketers with a great track record of helping educational institutions will have great use for this red and blue-magenta template. From here, they can convert similar prospects into clients by showing your case study’s achievements and goals.

8. NVISIONCenters Case Study

A marketing strategy that works is what turns business owners into your clients. With this pink and medium blue template, your agency can showcase your expertise by featuring the results of your strategy with a previous client.

9. Neutrogena Case Study

This blue-themed template shows how a marketing agency could integrate mobile technology to generate sales in a client’s retail stores. It uses a fair share of images and text to communicate its solution and results.

10. Social Media Case Study

This red-on-blue template features the transformative power of social media when used correctly in a marketing campaign. Companies that offer social media marketing can use this to showcase their own successful campaigns.

11. Weebly Case Study

This template uses waves in the layout to add texture to your case study presentation . It's also short enough to help you share your marketing achievements with prospects looking to grow their ROI.

12. Small Business Accounting Case Study

Accounting firms looking to leverage case studies to bolster their leads will find this cyan-themed template useful. This text-heavy template shows prospects how they helped clients manage their receipts and expenditures.

13. Real Estate Development During COVID 19 Case Study

Lots of businesses were hit hard during COVID-19, but not all. If you find yourself in the latter and wish to share with potential clients the progress your clients during this period have made with your help, this theme template is for you.

14. Digital Marketing in Consumer Goods Case Study

This dynamic case study template benefits from its healthy balance of text and image and orange and cyan-blue theme. It allows marketing companies to make their case to prospects looking to promote their new line of products.

15. Automobile Company Case Study

B2B companies benefit the most from case studies due to their complex pricing structure. Therefore, this template is the best for such companies, as it breaks down the entire process to help justify their costs and enable prospects to make informed decisions.

RELATED: 15 Real-Life Case Study Examples & Best Practices

Below are design tips you must keep in mind when outlining your case study:

Use White Space

Great attention to detail in a case study allows you to show off your initiative or campaign to your audience.

However, information becomes detrimental if you overload your audience with too much exposition page after page.

The best way to design your case study or any presentation is to utilize white space as much as possible.

It may sound counterintuitive to leave certain sections of your case study blank as if you’re wasting valuable real estate.

On the contrary, white space is simply a good design principle that enables information on your case study to breathe, giving your audience ample time to digest the information before hopping onto the next section properly.

To help create white space in your case study, limit your paragraphs to two s hort sentences each. Using graphics also enables you to create more white space due to their size.

Maximize Visuals

Case studies require lots of words so you can adequately present your exposition and explain how you achieved the positive results with your process.

But when designing your case study online, you should consider using visuals to explain things much easier for your audience.

Since a picture is worth a thousand words, as the saying goes, using images correctly allows you to use fewer words in your case study.

And because people process images much faster than words, they can comprehend the details in your presentation much easier.

The most common example of visuals in case studies is graphs and charts when presenting figures.

From Visme’s editor, click on the Data button from the side menu on the left to see templates of charts, tables, and radials you can drag and drop onto your presentation.

But using icons and graphics helps you communicate your message more effectively than just plain text.

From the editor again, click on Graphics to choose from over 500,000 stock photos and icons.

You can also upload your images to make your case study even more unique.

Incorporate Branding

Throughout the case study, you want people to know the role your company played for the positive results your clients experienced with their business.

And it’s just not slapping your logo on the cover of the case study. You must also use the color , font , and other elements that are part of your brand guidelines in your case study outline.

Doing so enables you to remain consistent with your visual identity , which makes associating your company with the case study much easier for people.

If you’re constantly designing visual content for presentations and reports, Visme’s Brand Wizard lets you build your brand kit on the platform by importing your website URL.

To do this, log in to your dashboard and click the “My Brand” button on the left.

Once the page loads, you’ll find the Brand Wizard link. Click on it so you can enter the URL of your domain.

From here, Visme will take the logo, colors, and fonts you used on your site and include them in your brand kit.

Aside from your visual brand, you should maintain your brand’s tone and voice in the case study’s copy. For example, how you write the background, solutions, and achievements should reflect how your website’s copy reads like.

Make It Interactive

Most case studies are factual presentations of work done for a specific client. Unfortunately, this lends to a certain dullness in which the audience has nothing to do but sit down and listen to them.

But there’s a way to make your case study engaging so that your audience can be part of it instead of just bystanders.

For example, you can have your highlighted customer share a screen recording or audio file about how your company helped this person improve their business. From here, you can embed the files into your case study, which your audience can play anytime they want.

With Visme, you can make these interactive content show as popups in your presentation.

Select the element that people will click on to trigger the popup. Then, choose Actions > Hotspot from the floating bar before linking the video uploaded onto the cloud to the case study.

Here’s a video on how to create popups with your interactive content:

You can also add a voiceover in your presentation to help people with reading disabilities understand the contents of your case study.

If you want to close your audience to clients or customers of your brand, you must present your case study in the best way possible.

Following the design tips above is a great place to start. But you probably won’t be able to implement them properly unless you possess the necessary design skills.

With Visme, however, you don’t have to be a professional designer to produce professional-looking case studies that will wow your audience.

Just choose from our case study outline templates and edit each using the platform’s built-in features.

Easily put together professional case studies in Visme

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About the Author

Christopher Jan Benitez is a freelance writer who specializes in digital marketing. His work has been published on SEO and affiliate marketing-specific niches like Monitor Backlinks, Niche Pursuits, Nichehacks, Web Hosting Secret Revealed, and others.

Brent Barnhart | B2B Content Writer

7 Superb SaaS Case Study Examples (and Why They’re So Effective)

It’s no secret that the SaaS space is crowded.

Heck, the average business is juggling hundreds of apps at any given time.

And so anything software companies can do to prove their value is a plus.

That’s why SaaS case studies are so important.

Fact: case studies are cited as the most effective type of content for influencing B2B buying decisions. Case studies are crucial for not only helping SaaS companies stand out from the crowd but also answer their potential customers’ most pressing questions.

Want to see what compelling customer stories look like in the wild? Check out the seven SaaS case study examples below.

“What does this case study do well?”

• Immediately highlights the client’s key challenge and how Gong’s product managed to solve it. The specific, positive outcomes (“more closed deals,” “increased sales productivity” and “more cross-department collaboration”) speak for themselves.
• The format is scannable and flows seamlessly, broken up by colorful visuals, client quotes and a product screenshot.
• The case study reads like an actual narrative, brimming with conversational copy and client quotes to keep the report from feeling too “matter of fact.”

Much like SaaS blog writing doesn’t have to be boring, case studies shouldn’t be a total snooze-fest. This report proves exactly that.

• Incorporates a brief video to summarize the study’s key points and provide real-world context to the client’s challenges. This is especially important for more “technical” or complicated SaaS products.
• It’s brief! In addition to the provided video, the tried-and-tested “Challenge, Solution, Results” format helps keep this study short and sweet.
• The study’s headline is compelling. From its title alone, the study highlights how a specific feature (Zylo’s SaaS renewal calendar) addressed a specific pain point (unwanted auto-renewals) and resulted in a major benefit ($50,000+ saved) for the client.

Clocking in at under 500 words, this is among the shortest of our SaaS study examples. That said, the study’s brevity is one of its key strengths.

• The study’s format gives you pretty much everything you need above-the-fold, including the client’s results and a well-produced video.
• Highlights impressive data points and outcomes immediately (“5xd conversion” and “90% retention rate”).
• Includes quotes from multiple employees to showcase how Heap’s service helps clients organization-wide (rather than just a single department).

• The case study’s title is striking, putting a massively positive client outcome (saving 40 hours per week) front-and-center.
• It feels human! The fact that the study comes from a back-and-forth client conversation not only humanizes Databox as a brand but also makes their product seem more tangible.
• The study’s unique format (a blog post that provides both a video and transcript) is fair game for prospects whether they prefer to consume content via viewing or reading. This likewise highlights how you might integrate case studies into your SaaS content strategy.

5. FunnelCake

• The study’s headline does double-duty of showcasing awesome results (1.5x conversion rates) and how quickly those results came (“Within a quarter of launching”).
• Provides multiple hard-hitting client quotes to drive home the product’s effectiveness (“finding value in the first week”).
• Couples its bold claims with specific data points (“100% adoption in the first 30 days”).

6. Chili Piper

• Major outcomes are highlighted throughout the case study (including a “5x increase in inbound meeting booked” and the “300% revenue increase” referenced in the title).
• The study uses the numbers above to hook the reader and then provide a brief breakdown of how those results came to be, moving us from Point A to Point B.
• Candid client video and quotes provide additional context and a personal touch to Chili Piper’s product.

7. Typeform

• The study is presented as a hybrid between a customer success story and a how-to blog post for new users and existing clients. Again, case studies are a valuable part of your SaaS content marketing strategy.
• Incorporates actual client screenshots and highlights the specific steps to replicate their positive results, making Typeform’s product seem super actionable.
• Integrates glowing quotes from the client to showcase benefits.

“What do the best SaaS case study examples have in common?”

As proven by the examples above, there is no “right” or singular way to put together a SaaS case study.

That said, there are a few common threads between the reports above that companies should strive to stick to.

If you’re trying to figure out how to write a SaaS case study yourself, keep the principles below in mind.

Grab readers’ attention with specific numbers, figures and data points

Sure, phrases like “increased revenue” or “saved time” are enticing.

But coupling those phrases with actual numbers can help your case study pack a much-needed punch.

For example, “increased revenue” versus “increased MRR by $10,000” or “saved time” versus “saved 15 hours per week.”

See how that works? Using actual client numbers does double duty of grabbing your target audience’s attention while also proving to prospects that your service produces meaningful results.

Integrate visuals to illustrate your points and keep readers engaged

Fact: recent visual content statistics note that both videos and graphics help push people toward making purchasing decisions.

It’s telling that five of our seven SaaS case study examples include video, right?

From stylized quotes to product screenshots and client headshots, it’s crucial that your reports are more than just walls of text. Written case studies can definitely be effective, granted you stick to the principle of “show, don’t tell.”

Let your clients do the talking

Again, most SaaS case studies are basically client stories.

So don’t be shy about letting your clients sing your praises. You’d be surprised at what gems of social proof they’ll say totally unprompted.

The correlation between customer testimonials and higher conversions is well-documented. Note that many of the SaaS case study examples below draw heavily on direct client quotes or interview segments.

If nothing else, making your case studies client-centric makes sense and likewise means less work on your part.

Make your case study shareable

Fact: the typical B2B buying process involves between six and ten people.

And so anything you can do to make your case study shareable to multiple stakeholders is a smart move.

This again speaks to why so many SaaS case studies incorporate video or are formatted as succinct, scroll-friendly PDFs.

Beyond that, conversational language and a summary of key points can also make a report more shareable. In short, your case study should be accessible even to people who don’t have a deep knowledge of your product.

Which SaaS case study examples stand out to you?

SaaS providers have a ton of freedom when it comes to how they put together their case studies.

Want to keep it brief? Looking to take a deep dive into your product and its specific features? Go for it.

Hopefully these examples and best practices provided some insight into what makes a “good” case study in the software space.

Got any other SaaS case study examples I should totally check out? Let me know on  Twitter , comment below or  shoot me an email .

This post was last updated on 1/5/2021.

January 6, 2021 at 8:26 am

Great piece for me as a marketing analyst who is looking to learn more about the SaaS industry

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11 Inspiring UX Case Studies That Every Designer Should Study

A UX case study is a sort of detailed overview of a designer's work. They are often part of a UX designer's portfolio and showcase the designer's skill in managing tasks and problems. From a recruiter's perspective, such a UX portfolio shows the skill, insights, knowledge, and talent of the designer.

Therefore, UX case studies play an important role in the recruitment and demand for designers.

What Makes a Powerful Case Study

Building a UX case study includes showing the design process through compelling stories. They will use plain language to demonstrate how they handled key design issues, offering a comprehensive view of their process. Well done case studies often include:

• A  problem statement and solutions with real applications.
• Relevant numbers, data, or testimonials to demonstrate the work and efforts.
• A story that directly connects the problem to the solution.

Any competent UX professional will know that creating a stunning UX case study is about the little details.

11 Best UX Case Studies for Designers

The best way to understand what a good case study looks like is to go over other examples. Each of these UX case study examples shows a designer's insights, basic skills, and other designers' lessons learned through their experience.

1. Promo.com web editor

For this video-creation platform , UX designer Sascha was brought on to revamp v2.0, adding new features that could work alongside the existing UX design. The point was to work on interface details that would help create a user friendly platform, and that users could find simple enough to use.

User personas mapped by the UX designer revealed the most common confusion to be the process of inserting particular features into the video, such as subtitles. The designer's goal, therefore, was to create a platform with improved editor controls.

The designer then used a common text-editor layout to include top and side navigation bars that made it easy to access and implement text editing.

Key Learnings from Promo.com

This case study focuses on addressing a particular problem that customers were currently facing. Its main theme is to show a problem, and how the product designer addressed this problem. Its strength points include:

• clearly highlighting the problem (i.e. inaccessible and limited video-text editor options)
• conduction research to understand the nature of the problem and the kind of solutions customers want
• implementing research insights into the redesign to create a platform that actively served customer needs

2. Productivity tracker app

The main concept behind this UX case study is to address a pre-existing problem through the design of the app. Immediately from the start, the study highlights a common pain point among users: that of a lack of productivity due to device usage.

This UX case study example addressed some of the main problems within existing productivity apps included:a poor UI and UX that made navigation difficult

• a poorly-built information architecture
• limited functions on the mobile application

Key Learnings from the Productivity app case study

The case study highlights the simple design process that was then used to build the app. Wireframes were created, a moldboard developed, and finally, individual pages of the app were designed in line with the initial goals.

3. Postmates Unlimited

This case study clearly identifies the improvements made to the Postmates app in a simple overview before jumping into greater detail. The redesign goal, which it achieved, was to improve the experience and other interface details of the app.

The problems identified included:

• usability that led to high support ticket volume.
• technical app infrastructure issues that prevented scalability.
• lack of efficient product management, such as batching orders.

A UX research course can help understand the kind of research needed for a case study. The app redesign involved bringing couriers in and running usability testing on improvements. The final model, therefore, had input from real users on what worked and what caused issues.

Key Learnings from Postmates

The Postmates redesign works as a great UX case study for the simple way it approaches problem-solving. Following an overview of the work, it addresses the problems faced by users of the app. It then establishes research processes and highlights how changes were made to reduce these issues.

4. TV Guide

Addressing the fragmentation of content across channels, this case study sought to redesign how people consume media. The key problems identified included:

• the overabundance of content across various TV and streaming platforms
• the difficulty in discovering and managing content across all platforms

To deliver on the key goals of content personalization, smart recommendations, and offering cross-platform content search, the design process included conducting interviews, surveys, and checking customer reviews.

The design of TV Guide enables users to get custom recommendations sourced from friends' and family's watchlists.

Key Learnings from TV Guide

Like previous UX design case studies, this one tackled the issue head-on. Describing the research process, it goes into detail regarding the approach used by the UX designers to create the app. It takes readers on a journey, from identifying pain points, to testing solutions, and implementing the final version.

5. The FlexBox Inspector

Designer Victoria discusses how she developed the investigator tool for the Mozilla Firefox browser. Surveys into understanding the problems with the existing CSS Flexbox tool revealed a need for a user-friendly design. Interviews with a senior designer and other designers helped developers understand the features design-focused tools ought to have. A feature analysis revealed what most users look for in such tools.

The final result of the development process was a design that incorporated several new features, including:

• a new layout
• color-coded design
• multiple entry points to make workflow management efficient

Key Learnings from the Flexbox

This UX design case study starts with a clear goal, then addresses multiple user needs. It clearly defines the design process behind each feature developed by the time, and the reasoning for including that feature. To give a complete picture, it also discusses why certain features or processes were excluded.

6. The Current State of Checkouts

This Baymard UX design case study looks into the checkout process in over 70 e-commerce websites. Through competitive analysis, it isolates problem points in the UX design, which, if addressed, could improve the customer's checkout process.

The study found at least 31 common issues that were easily preventable. The study was designed and conducted on a large scale, over 12 years, to incorporate changing design patterns into the review.

Recommendations based on findings include:

• prominent guest checkout option
• simple password requirements
• specific delivery period
• price comparison tool for shipping vs store pickup

Key Learnings from Checkout Case Study

Each identified issue is backed up by data and research to highlight its importance. Further research backs up each recommendation made within the case study, with usability testing to support the idea. As far as UX case studies go, this one provides practical insight into an existing, widely used e-commerce feature, and offers practical solutions.

7. New York Times App

Using a creative illustration website, the designers proposed a landing page feature "Timely" that could counter the problems faced by the NYT app . Its major issues included too much irrelevant content, low usage, and undesirable coverage of content.

The goal behind Timely was to improve user incentives, build long-term loyalty, and encourage reading. Design mapping for the app covered:

• identifying the problem
• understanding audience needs
• creating wireframes
• designing and prototyping

The end result was an app that could help readers get notifications regarding news of interest at convenient moments (at breakfast, before bed). This encouraged interaction and improved readability with short-form articles.

Key Learnings from NYT App

The UX case study proposes a problem solution that works with an existing information architecture, instead adding custom graphics to the mobile app. It leads from a simple problem statement to discuss the project that could address these issues without changing was customers already loved.

UX case studies focused on redesign include the FitBit redesign, which started off by understanding personas and what users expect from a fitness tracker. Developing use cases and personas, Guerilla usability testing was employed to assess pain points.

These pain points were then ranked based on their importance to users and to app performance. They were addressed through:

• Highlighting essential parts and features of the app
• Changing easily missed icons to more recognizable icons
• relabelling tracking options to guide users better to its usage

Key Learnings from Fitbit

While the case study maps user experiences and offers solutions, it does not begin with an intensive research-based approach. The prototype is successful in testing, but problem factors are not identified with research-based statistics, meaning key factors could have been ignored.

9. Rating System UX

The designer behind the rating system UX redesign sought to solve issues with the 5-star rating system. Highlighted issues included:

• the lack of subjective accuracy of a 5-point rating system
• the issue of calculating the average of a zero-star rating
• average ratings are misleading

Better alternatives include:

• 5-star emoticon rating that relates the user experience
• Like/dislike buttons that make approval/disapproval simple

The final design incorporated both these styles to make full use of the rating system.

Key Learnings from Rating System UX

The UX case study stemmed from insight into the limitations of the existing rating system. The new design addressed old issues and incorporated better efficiencies.

The Intuit redesign was focused on making content readable, more engaging, and accessible. Looking into product personalization, the content was found to be lacking aesthetic value, as well as being hard to find. The goal was to create content that was easy to find, clear, and consistent.

The implemented solutions included:

• increased readability with increased body text and header spacing
• table of contents on the sidebar for easier navigation
• visible and prominent search bar
• illustrations and designs for pretty visuals

Key Learnings from Intuit

The Intuit case study approaches the problem from a practical point of view. It begins with isolating problems with the interface, in particular with the content. This is an example of a case study that breaks down problems into broader categories, and solves each problem with a practical solution.

This UX case study about a social platform tackles a commonly-faced problem from existing platforms. It addresses the issue of recognizing non-monetary user engagement, to help creators identify their user base.

The case study addresses the problem statement and establishes the design process (building wireframes and prototypes) as well as conducting user testing. The final result is to develop "Discover" pages, engaging layouts, and animated interactions to increase usability.

Key Learnings from Jambb

The study goes into detail regarding problem identification, then moves on to propose solutions that take into account the perspective of all stakeholders involved. It then explains why each design decision was made, and proves its efficacy through testing and prototyping.

Key Takeaways

Developing good UX case studies examples is as much about the details you include as the ones you leave out. Going over UX courses can give you a better understanding of what your case study should look like. A good case study should provide an overview of the problem, include numbers and statistics, and offer practical solutions that directly address the problem. The above-discussed UX case studies provide a good example of the dos and don'ts of a well-structured UX design case study that should be part of every UX portfolio .

Additional Resources

Check out these resources to learn more about UX case studies:

8 UX Case Studies to Read

UX Design Case Study

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Methodology

• What Is a Case Study? | Definition, Examples & Methods

What Is a Case Study? | Definition, Examples & Methods

Published on May 8, 2019 by Shona McCombes . Revised on November 20, 2023.

A case study is a detailed study of a specific subject, such as a person, group, place, event, organization, or phenomenon. Case studies are commonly used in social, educational, clinical, and business research.

A case study research design usually involves qualitative methods , but quantitative methods are sometimes also used. Case studies are good for describing , comparing, evaluating and understanding different aspects of a research problem .

Table of contents

When to do a case study, step 1: select a case, step 2: build a theoretical framework, step 3: collect your data, step 4: describe and analyze the case, other interesting articles.

A case study is an appropriate research design when you want to gain concrete, contextual, in-depth knowledge about a specific real-world subject. It allows you to explore the key characteristics, meanings, and implications of the case.

Case studies are often a good choice in a thesis or dissertation . They keep your project focused and manageable when you don’t have the time or resources to do large-scale research.

You might use just one complex case study where you explore a single subject in depth, or conduct multiple case studies to compare and illuminate different aspects of your research problem.

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Once you have developed your problem statement and research questions , you should be ready to choose the specific case that you want to focus on. A good case study should have the potential to:

• Provide new or unexpected insights into the subject
• Challenge or complicate existing assumptions and theories
• Propose practical courses of action to resolve a problem
• Open up new directions for future research

TipIf your research is more practical in nature and aims to simultaneously investigate an issue as you solve it, consider conducting action research instead.

Unlike quantitative or experimental research , a strong case study does not require a random or representative sample. In fact, case studies often deliberately focus on unusual, neglected, or outlying cases which may shed new light on the research problem.

Example of an outlying case studyIn the 1960s the town of Roseto, Pennsylvania was discovered to have extremely low rates of heart disease compared to the US average. It became an important case study for understanding previously neglected causes of heart disease.

However, you can also choose a more common or representative case to exemplify a particular category, experience or phenomenon.

Example of a representative case studyIn the 1920s, two sociologists used Muncie, Indiana as a case study of a typical American city that supposedly exemplified the changing culture of the US at the time.

While case studies focus more on concrete details than general theories, they should usually have some connection with theory in the field. This way the case study is not just an isolated description, but is integrated into existing knowledge about the topic. It might aim to:

• Exemplify a theory by showing how it explains the case under investigation
• Expand on a theory by uncovering new concepts and ideas that need to be incorporated
• Challenge a theory by exploring an outlier case that doesn’t fit with established assumptions

To ensure that your analysis of the case has a solid academic grounding, you should conduct a literature review of sources related to the topic and develop a theoretical framework . This means identifying key concepts and theories to guide your analysis and interpretation.

There are many different research methods you can use to collect data on your subject. Case studies tend to focus on qualitative data using methods such as interviews , observations , and analysis of primary and secondary sources (e.g., newspaper articles, photographs, official records). Sometimes a case study will also collect quantitative data.

Example of a mixed methods case studyFor a case study of a wind farm development in a rural area, you could collect quantitative data on employment rates and business revenue, collect qualitative data on local people’s perceptions and experiences, and analyze local and national media coverage of the development.

The aim is to gain as thorough an understanding as possible of the case and its context.

In writing up the case study, you need to bring together all the relevant aspects to give as complete a picture as possible of the subject.

How you report your findings depends on the type of research you are doing. Some case studies are structured like a standard scientific paper or thesis , with separate sections or chapters for the methods , results and discussion .

Others are written in a more narrative style, aiming to explore the case from various angles and analyze its meanings and implications (for example, by using textual analysis or discourse analysis ).

In all cases, though, make sure to give contextual details about the case, connect it back to the literature and theory, and discuss how it fits into wider patterns or debates.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Normal distribution
• Degrees of freedom
• Null hypothesis
• Discourse analysis
• Control groups
• Mixed methods research
• Non-probability sampling
• Quantitative research
• Ecological validity

Research bias

• Rosenthal effect
• Implicit bias
• Cognitive bias
• Selection bias
• Negativity bias
• Status quo bias

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McCombes, S. (2023, November 20). What Is a Case Study? | Definition, Examples & Methods. Scribbr. Retrieved September 4, 2024, from https://www.scribbr.com/methodology/case-study/

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Authored by Anders Nielsen on September 3, 2024

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