case study about sale

100+ Case Study Examples for Sales and Marketing

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

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

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

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

What is a Case Study?

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

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

How long should your case study be? 

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

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

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

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

Target audience

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

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

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

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

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

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

Purpose of the case study 

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

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

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

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

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

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

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

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

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

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

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

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

What medium are we sending the case study via? 

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

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

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

A good ol’ fashioned e-mail

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

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

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

A personalized storyboard

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

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

Types of Case Studies

Case studies can be broadly classified into the following categories:

1. Third-Person Case Studies

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

2. Explanatory Case Studies

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

3. Instrumental Case Study

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

4. Implementation Case Study

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

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

Steps to writing a case study solution

Crafting the headline.

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

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

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

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

Let’s go with a fictional take on this - 

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

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

This is how the case study should ideally be titled : 

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

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

Highlighting the challenge/situation 

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

In this part, you have to mention : 

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

Arriving at the solution

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

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

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

Behold! The results

Quantitative results .

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

Qualitative results

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

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

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

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

Best Practices to implement while writing a Case Study

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

1. Incorporate visuals in your case study

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

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

2. Prioritize firsthand knowledge over second-hand evidence

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

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

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

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

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

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

5. Improve the tone of the customer quotes

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

Examples of Case Studies

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

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

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

Best Case Study Examples for Aviation, Aerospace & Defense Sector

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

1. Electromagnetic Solutions | Leonardo

Type of case study : Explanatory

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

2. Indira Gandhi International Airport | Collins Aerospace

Type of case study: Implementation

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

Best Case Study Examples for BFSI Sector

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

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

Type of case study: Explanatory

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

2. Global Inventory Management | Broadridge

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

Best Case Study Examples for Energy & utilites Sector

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

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

Type of case study: Instrumental

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

2. City of Monterey Park | Engie

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

Best Case Study Examples for Healthcare & Life Sciences Sector

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

1. BD Vacutainer | Becton Dickinson and Company

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

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

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

Best Case Study Examples for Logistics Sector

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

1. Inventory Optimization Case Study | Neovia Logistics

Type of case study: Third-Person

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

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

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

Best Case Study Examples for Manufacturing Sector

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

1. Twilight River Cruises | Mitsubishi Electric

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

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

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

Best Case Study Examples for Technology & Services Sector

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

1. FreshDesk - Case Study | Chargebee

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

2. Aspire Systems Provides Data Integration Services  | Aspire Systems

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

Best Case Study Examples for Telecommunications Sector

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

1. Managed Network Services | Telkomtelstra

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

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

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

Strategies to leverage the power of Case Studies 

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

1. Highlight the case studies on a dedicated page

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

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

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

2. Include case studies in white papers

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

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

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

3. Include case studies in press releases

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

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

4. Collaborate your direct marketing efforts with case studies

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

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

5. Consolidate your SEO strategy with case studies

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

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

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

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

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

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

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

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

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

100+ Best Examples of Press Release Templates

100+ Brochure Examples for Sales and Marketing

100+ Testimonial Examples for Sales and Marketing

The Best White Paper Examples for B2B Marketers      

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

15+ Case Study Examples for Business, Marketing & Sales

Written by: Alice Corner Jan 12, 2023

Have you ever bought something — within the last 10 years or so — without reading its reviews or without a recommendation or prior experience of using it?

If the answer is no — or at least, rarely — you get my point.

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

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

Click to jump ahead:

What is a case study?

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

• Case study FAQs

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

In the context of a business, however, case studies take customer success stories and explore how they use your product to help them achieve their business goals.

As well as being valuable marketing tools , case studies are a good way to evaluate your product as it allows you to objectively examine how others are using it.

It’s also a good way to interview your customers about why they work with you.

Related: What is a Case Study? [+6 Types of Case Studies]

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

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

Here’s an example of a case study template:

Whether you’re a B2B or B2C company, business case studies can be a powerful resource to help with your sales, marketing, and even internal departmental awareness.

Business and business management case studies should encompass strategic insights alongside anecdotal and qualitative findings, like in the business case study examples below.

Conduct a B2B case study by researching the company holistically

When it comes to writing a case study, make sure you approach the company holistically and analyze everything from their social media to their sales.

Think about every avenue your product or service has been of use to your case study company, and ask them about the impact this has had on their wider company goals.

In business case study examples like the one above, we can see that the company has been thought about holistically simply by the use of icons.

By combining social media icons with icons that show in-person communication we know that this is a well-researched and thorough case study.

This case study report example could also be used within an annual or end-of-year report.

Highlight the key takeaway from your marketing case study

To create a compelling case study, identify the key takeaways from your research. Use catchy language to sum up this information in a sentence, and present this sentence at the top of your page.

This is “at a glance” information and it allows people to gain a top-level understanding of the content immediately. 

You can use a large, bold, contrasting font to help this information stand out from the page and provide interest.

Learn  how to choose fonts  effectively with our Venngage guide and once you’ve done that.

Upload your fonts and  brand colors  to Venngage using the  My Brand Kit  tool and see them automatically applied to your designs.

The heading is the ideal place to put the most impactful information, as this is the first thing that people will read.

In this example, the stat of “Increase[d] lead quality by 90%” is used as the header. It makes customers want to read more to find out how exactly lead quality was increased by such a massive amount.

If you’re conducting an in-person interview, you could highlight a direct quote or insight provided by your interview subject.

Pick out a catchy sentence or phrase, or the key piece of information your interview subject provided and use that as a way to draw a potential customer in.

Use charts to visualize data in your business case studies

Charts are an excellent way to visualize data and to bring statistics and information to life. Charts make information easier to understand and to illustrate trends or patterns.

Making charts is even easier with Venngage.

In this consulting case study example, we can see that a chart has been used to demonstrate the difference in lead value within the Lead Elves case study.

Adding a chart here helps break up the information and add visual value to the case study. 

Using charts in your case study can also be useful if you’re creating a project management case study.

You could use a Gantt chart or a project timeline to show how you have managed the project successfully.

Use direct quotes to build trust in your marketing case study

To add an extra layer of authenticity you can include a direct quote from your customer within your case study.

According to research from Nielsen , 92% of people will trust a recommendation from a peer and 70% trust recommendations even if they’re from somebody they don’t know.

So if you have a customer or client who can’t stop singing your praises, make sure you get a direct quote from them and include it in your case study.

You can either lift part of the conversation or interview, or you can specifically request a quote. Make sure to ask for permission before using the quote.

This design uses a bright contrasting speech bubble to show that it includes a direct quote, and helps the quote stand out from the rest of the text.

This will help draw the customer’s attention directly to the quote, in turn influencing them to use your product or service.

Less is often more, and this is especially true when it comes to creating designs. Whilst you want to create a professional-looking, well-written and design case study – there’s no need to overcomplicate things.

These simple case study examples show that smart clean designs and informative content can be an effective way to showcase your successes.

Use colors and fonts to create a professional-looking case study

Business case studies shouldn’t be boring. In fact, they should be beautifully and professionally designed.

This means the normal rules of design apply. Use fonts, colors, and icons to create an interesting and visually appealing case study.

In this case study example, we can see how multiple fonts have been used to help differentiate between the headers and content, as well as complementary colors and eye-catching icons.

Marketing case studies are incredibly useful for showing your marketing successes. Every successful marketing campaign relies on influencing a consumer’s behavior, and a great case study can be a great way to spotlight your biggest wins.

In the marketing case study examples below, a variety of designs and techniques to create impactful and effective case studies.

Show off impressive results with a bold marketing case study

Case studies are meant to show off your successes, so make sure you feature your positive results prominently. Using bold and bright colors as well as contrasting shapes, large bold fonts, and simple icons is a great way to highlight your wins.

In well-written case study examples like the one below, the big wins are highlighted on the second page with a bright orange color and are highlighted in circles.

Making the important data stand out is especially important when attracting a prospective customer with marketing case studies.

Use a simple but clear layout in your case study

Using a simple layout in your case study can be incredibly effective, like in the example of a case study below.

Keeping a clean white background, and using slim lines to help separate the sections is an easy way to format your case study.

Making the information clear helps draw attention to the important results, and it helps improve the  accessibility of the design .

Business case study examples like this would sit nicely within a larger report, with a consistent layout throughout.

Use visuals and icons to create an engaging and branded business case study

Nobody wants to read pages and pages of text — and that’s why Venngage wants to help you communicate your ideas visually.

Using icons, graphics, photos, or patterns helps create a much more engaging design. 

With this Blue Cap case study icons, colors, and impactful pattern designs have been used to create an engaging design that catches your eye.

Use a monochromatic color palette to create a professional and clean case study

Let your research shine by using a monochromatic and minimalistic color palette.

By sticking to one color, and leaving lots of blank space you can ensure your design doesn’t distract a potential customer from your case study content.

In this case study on Polygon Media, the design is simple and professional, and the layout allows the prospective customer to follow the flow of information.

The gradient effect on the left-hand column helps break up the white background and adds an interesting visual effect.

Did you know you can generate an accessible color palette with Venngage? Try our free accessible color palette generator today and create a case study that delivers and looks pleasant to the eye:

Add long term goals in your case study

When creating a case study it’s a great idea to look at both the short term and the long term goals of the company to gain the best understanding possible of the insights they provide.

Short-term goals will be what the company or person hopes to achieve in the next few months, and long-term goals are what the company hopes to achieve in the next few years.

Check out this modern pattern design example of a case study below:

In this case study example, the short and long-term goals are clearly distinguished by light blue boxes and placed side by side so that they are easy to compare.

Use a strong introductory paragraph to outline the overall strategy and goals before outlining the specific short-term and long-term goals to help with clarity.

This strategy can also be handy when creating a consulting case study.

Use data to make concrete points about your sales and successes

When conducting any sort of research stats, facts, and figures are like gold dust (aka, really valuable).

Being able to quantify your findings is important to help understand the information fully. Saying sales increased 10% is much more effective than saying sales increased.

While sales dashboards generally tend it make it all about the numbers and charts, in sales case study examples, like this one, the key data and findings can be presented with icons. This contributes to the potential customer’s better understanding of the report.

They can clearly comprehend the information and it shows that the case study has been well researched.

Use emotive, persuasive, or action based language in your marketing case study

Create a compelling case study by using emotive, persuasive and action-based language when customizing your case study template.

In this well-written case study example, we can see that phrases such as “Results that Speak Volumes” and “Drive Sales” have been used.

Using persuasive language like you would in a blog post. It helps inspire potential customers to take action now.

Keep your potential customers in mind when creating a customer case study for marketing

82% of marketers use case studies in their marketing  because it’s such an effective tool to help quickly gain customers’ trust and to showcase the potential of your product.

Why are case studies such an important tool in content marketing?

By writing a case study you’re telling potential customers that they can trust you because you’re showing them that other people do.

Not only that, but if you have a SaaS product, business case studies are a great way to show how other people are effectively using your product in their company.

In this case study, Network is demonstrating how their product has been used by Vortex Co. with great success; instantly showing other potential customers that their tool works and is worth using.

Related: 10+ Case Study Infographic Templates That Convert

Case studies are particularly effective as a sales technique.

A sales case study is like an extended customer testimonial, not only sharing opinions of your product – but showcasing the results you helped your customer achieve.

Make impactful statistics pop in your sales case study

Writing a case study doesn’t mean using text as the only medium for sharing results.

You should use icons to highlight areas of your research that are particularly interesting or relevant, like in this example of a case study:

Icons are a great way to help summarize information quickly and can act as visual cues to help draw the customer’s attention to certain areas of the page.

In some of the business case study examples above, icons are used to represent the impressive areas of growth and are presented in a way that grabs your attention.

Use high contrast shapes and colors to draw attention to key information in your sales case study

Help the key information stand out within your case study by using high contrast shapes and colors.

Use a complementary or contrasting color, or use a shape such as a rectangle or a circle for maximum impact.

This design has used dark blue rectangles to help separate the information and make it easier to read.

Coupled with icons and strong statistics, this information stands out on the page and is easily digestible and retainable for a potential customer.

Case study examples summary

Once you have created your case study, it’s best practice to update your examples on a regular basis to include up-to-date statistics, data, and information.

You should update your business case study examples often if you are sharing them on your website .

It’s also important that your case study sits within your brand guidelines – find out how Venngage’s My Brand Kit tool can help you create consistently branded case study templates.

Case studies are important marketing tools – but they shouldn’t be the only tool in your toolbox. Content marketing is also a valuable way to earn consumer trust.

Case study FAQ s

Why should you write a case study.

Case studies are an effective marketing technique to engage potential customers and help build trust.

By producing case studies featuring your current clients or customers, you are showcasing how your tool or product can be used. You’re also showing that other people endorse your product.

In addition to being a good way to gather positive testimonials from existing customers , business case studies are good educational resources and can be shared amongst your company or team, and used as a reference for future projects.

How should you write a case study?

To create a great case study, you should think strategically. The first step, before starting your case study research, is to think about what you aim to learn or what you aim to prove.

You might be aiming to learn how a company makes sales or develops a new product. If this is the case, base your questions around this.

You can learn more about writing a case study  from our extensive guide.

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

Some good questions you could ask would be:

• Why do you use our tool or service?
• How often do you use our tool or service?
• What does the process of using our product look like to you?
• If our product didn’t exist, what would you be doing instead?
• What is the number one benefit you’ve found from using our tool?

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• 12 Essential Consulting Templates For Marketing, Planning and Branding
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Business Advisor

Cracking the Sales Code: Lessons from 8 Sales Case Studies

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

Challenges in selling may have many reasons:

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

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

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

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

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

1. Selling Freemium Solutions

Some products that are being sold have some free alternatives that people can get to. Examples include paid content and their free content alternative, CRMs, project management tools, and others. However, some businesses can sell these products and make good business out of it.

Charging for something that could be obtained for free is feasible.

That’s why services and products vary immensely – from smartphones to finding a carpenter or looking for apartments in the same area.

So, how do you sell something that people could get for free?

Let’s take the case of selling a Bottled Water. In a world where water is freely available, selling bottled water faced the challenge of convincing consumers to pay for something they could obtain at no cost.

First, you need to identify the alternative options and how it presents an opportunity for your product.

Let’s review what the options are if you want to gather water for free. Roughly speaking, you can either drink tap water or go to the nearest mountain or lake with seemingly good water.

Tap water is known to contain certain chemicals like chlorine and aluminum sulfate. Pesticides and herbicides can also be found in some tests of tap water. This could cause asthma or different forms of skin damage, along with weakening the cells and a number of known and unknown problems (that add up with time).

It’s dependent on the region, your neighborhood, the building, and the pipe installation in your home. Filtering is not a top priority for many since tap water wasn’t meant to be consumed orally in the first place. Some safety mechanisms are in place, but that’s not nearly enough. Plus, if you visit relatives or friends, there’s no way you can test the water upfront (every time).

Spring water is somewhat clean as it’s being filtered through rocks. That said, you can’t rely on the structure of the water in different pools or rivers as it depends on different factors – like the flora or fauna living there, how far the stream is from the source, and the like (there are studies out there that explain everything more scientifically).

You also need to determine what makes your product better. This will help convince people to pay a premium.

Showcase the unique value proposition, emphasizing standards, safety, and convenience. The Bottled Water Case Study unveils the mastery of transforming a freely available resource into a premium, standardized product.

• Standards and Safety: Bottled water positioned itself as a safer, standardized alternative to tap water. Compliance with government regulations and quality standards reassured consumers about the purity and safety of the product.
• Convenience: The convenience of having access to clean water on the go became a significant selling point. Bottled water addressed the inconvenience and potential health risks associated with alternative sources, emphasizing the ease of carrying, accessibility, and reliability.
• Environmental Factors: Some brands further elevated value by promoting eco-friendly practices, contributing to the sustainability narrative. This additional layer of value appealed to environmentally conscious consumers.

The Bottled Water Case Study demonstrates that by strategically emphasizing standards, safety, and convenience, a product can be transformed from a freely available resource into a premium solution with perceived value.

All things considered, there are good reasons why bottled water is priced when people can obtain it for free. The filtering process is different and is standardized across brands. It’s more widely available than public sources (except for tap water), and it’s easier to carry small bottles whenever needed.

Other goods, resources, tools, or services follow a similar process. Professional vendors invest in different activities to improve the quality of a product or a service – leading to higher demand and an actual business model. Free products and services always come with limitations – a premium provider can invest in customer support, the convenience of delivery, or anything else that is of value to the buyer.

To sum it up, identify pressing problems that free alternatives face (in this case, lack of standardization and possible health risks) and turn the narrative in your favor.

2. Selling Products With Too Many Competitors

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

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

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

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

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

What Makes You Different?

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

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

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

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

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

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

3. Selling High-Value Solutions to SMEs

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

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

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

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

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

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

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

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

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

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

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

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

4. Selling Overseas

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

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

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

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

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

Do you target a single country or worldwide?

What are the demographics of your target audience?

What techniques do competitors use for selling?

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

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

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

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

5. Selling to “Informed” Consumers

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

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

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

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

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

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

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

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

6. Selling Over Long Sales Cycles

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

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

Here’s how you can go about it:

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

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

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

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

7. Selling Emerging Technologies

Challenge: Introducing and selling emerging technologies.

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

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

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

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

How can you do the same?

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

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

8. Selling Over Price Objections

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

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

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

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

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

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

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

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

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

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

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• Live Events
• Customer Success

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

• February 10, 2021

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

But here’s the thing…

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

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

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

What Is a Case Study?

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

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

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

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

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

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

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

The Value of a Case Study

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

Richard Harris of Harris Consulting had this to say,

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

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

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

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

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

How to Use Case Studies in the Sales Process

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

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

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

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

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

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

Attracting and engaging new leads

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

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

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

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

Good: How Company X Doubled Their Revenue in Y Weeks

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

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

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

Building confidence during discovery and demos

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

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

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

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

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

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

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

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

Overcoming objections

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

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

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

Fear is the enemy of every sale.

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

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

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

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

Similar is the key here.

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

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

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

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

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

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

What Are the Three Types of Case Studies?

There are a few types of sales case studies:

• Explanatory
• Instrumental
• Implementation

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

1. Explanatory Case Study

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

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

Sales Case Study Example: Chargebee

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

2. Instrumental Case Study

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

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

Sales Case Study Example: Aspire Systems

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

3. Implementation Case Study

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

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

Sales Case Study Example: Mitsubishi Electric

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

Making Case Studies Easy to Use

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

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

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

Alex Greer had some more tips for us here,

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

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

– Publicly Referencable by Name? (Yes/No)

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

– Permission to display logo? (Yes/No)

– Links to Testimonial Webpages

– Links to Testimonial Videos

– Links to Written Case Studies

– Links to Webinars

– Links to Slides”

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

RELATED: The Complete Guide To Auditing Your Sales Content Library

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

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

Create a case studies page

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

This does two things for you.

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

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

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

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

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

So make the data available.

Give your customers the tools to sell themselves on you.

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

Use case studies to get case studies

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

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

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

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

What NOT to Do

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

Don’t lie or stretch the truth.

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

Don’t forget who you’re talking to.

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

Don’t focus on how great your company is.

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

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

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

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

Don’t forget about the data.

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

Final Words

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

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

Scott Barker

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

Jackie Jacobson | June 29, 2023 | Case Studies | 20 min read

Quick Links

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

The Best Case Study Examples

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

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

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

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

What Is a Case Study?

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

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

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

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

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

Why case studies are important.

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

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

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

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

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

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

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

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

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

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

How Long Should a Case Study Be?

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

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

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

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

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

Where Should I Put My Case Studies?

Anywhere you want, really!

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

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

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

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

The Best Case Study Format

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

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

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

Many B2B businesses use the following approach:

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

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

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

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

How to Write a Case Study

1. Ask Your Client/Customer for Approval.

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

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

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

2. Gather Your Information.

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

Before: The Problem

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

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

During: The Solution

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

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

After: The Result

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

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

3. Get a Quote.

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

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

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

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

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

4. Find Some Compelling Graphics.

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

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

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

15 Great Examples of Offline Case Studies

1. adobe: royal bank of scotland.

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

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

2. BrightEdge: Stanley

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

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

3. LeadGnome: Host Analytics

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

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

4. Bitly: Vissla

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

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

5. Taboola: The Line

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

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

6. OutBrain: Lane Bryant

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

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

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

7. Google Analytics: Optimizely

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

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

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

8. LinkedIn Marketing Solutions: HubSpot

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

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

9. LevelEleven: Staples

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

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

10. LifeSize: Rackspace

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

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

11. Five9: Weed Man

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

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

12. LogMeIn: Extent Technologies

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

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

13. Red Hat: North Carolina State Websites

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

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

14. VMWare: CenturyLink

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

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

15. Hewlett Packard Enterprise: Mendix

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

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

7 of the Best Online Case Studies

1. gravitate: global expeditions group.

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

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

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

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

2. IDEO: INFARM

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

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

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

3. Forge and Smith: Happy Planet

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

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

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

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

4. CoSchedule: English Heritage

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

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

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

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

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

5. Slack: OpenAI

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

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

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

6. Square: The Epicurean Trader

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

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

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

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

7. Bluleadz: BandGrip

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

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

Thus, our case study page was born.

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

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

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

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

Highlight Your Past Successes to Attract Future Business

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

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

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

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

General FAQ

What is a case study.

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

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

What Format Should My Case Study Be In?

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

Why are Case Studies Important?

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

Jackie Jacobson

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

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More From Forbes

11 excellent ways to use case studies to convert leads into sales.

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While case studies that highlight the benefits customers have experienced using a product or service provide powerful ways to prove its value to leads, you need to be strategic in your approach to creating and distributing them. To ensure that a case study will not only show potential customers exactly how your offerings have helped others achieve their goals, but also give them the information they need to make a decision to buy, there are some best practices to observe.

Below, 11 members of Forbes Agency Council discuss some of the best ways businesses can go about using case studies to convert leads into sales. See their advice to learn how to better inform and persuade your own prospects with relevant and compelling case studies.

Members explore ways to convert leads using case studies.

1. Keep Case Studies Concise

Case studies should focus on business impact: Did this product or service move “the needle?” Too often, they’re romanced with all of the thinking and creativity, which overshadows performance. Potential customers or clients want to know that it worked and, thereby, see how you can help them. My advice is to keep case studies concise to pique interest and leave prospects asking for more details. - Edward Hoffman , Spool Marketing & Communications

2. Post The Analytics

“Show, don’t tell” is a very important concept when it comes to case studies. It’s one thing to say, “We did all of these great things.” However, showing the analytics that back it up can make it all the more powerful. - Danny Star , Website Depot

3. Pitch Case Studies To The Media

Case studies on your website are valuable for prospects who already know about you, but also look to leverage them externally. If your customer has seen real business value and is willing to speak to the media, try pitching the case study to your industry trade press and that of your customer. Media outlets like to show real-world examples of how companies are solving problems similar to those of their readers. - Lindsey Groepper , BLASTmedia

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4. Tell The Story In Detail

Details are important when using case studies to demonstrate the effectiveness of a product or service. Your audience is more interested in the “how,” as it helps them decide whether or not they can relate to your brand. By telling the story from start to finish, you will help them to understand what your company has done to address a need and meet goals while highlighting your product’s benefits. - Adrian Falk , Believe Advertising & PR

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

5. Include Relevant Visual Elements

Case studies must “show, not tell.” Companies need to visually depict how a product or service has solved a real-world business problem. A case study must demonstrate the creative approach taken. This is hard to do with text only. The best case studies include visual elements that help connect the problem and solution. - Noah Dye , LEWIS

6. Focus On The Success Metrics

Focus on the success metrics as they pertain to the goals of your client. Don’t just focus on the solutions you provided; show how you moved the needle on their profits and overall growth. If you can feature some social proof provided by your client, do it! Remember, those reading case studies are in the consideration phase of their journey, so give them something data-driven to really consider. - Bernard May , National Positions

7. Put Case Studies In The Context Of Clients’ Goals

I have learned that, although data and statistics are great, the most impactful case studies demonstrate the unique needs of that client and how that initiative truly moved the needle to create a measurable impact on the client’s bottom line. Putting that case study in the larger context of the client’s overall goals can go a long way in demonstrating success. - David Harrison , EVINS

8. Use Case Studies In Retargeting

If customers have already viewed your services, this means they are interested in what you offer, at least to some degree. Answering their questions and addressing their hesitations in the context of a positive case study is a great way to educate your leads as well as close the deal. - Damon Burton , SEO National

9. Empower Your Salespeople With Case Studies

Salespeople find case studies valuable because they validate how your company’s solution has been applied in the real world and show the results achieved, allowing them to say, “Don’t just take my word for it. Read this!” Collaborate with sales to identify which types of case studies are most needed. You may find that you’ll need a mix of technical and business-impact case studies across multiple industries or application areas. - Wendy Covey , TREW Marketing

10. Use Case Studies To Establish Trust And Credibility

It’s essential for us to carefully document most of our projects and the results we generated through virtual case studies. The purpose of case studies is to show the challenges we faced before taking on a project, the solutions we brought to the table, how we delivered results and a testimonial from our client. Use case studies to establish trust and credibility in your industry. - Alex Quin , UADV

11. Create A Multimedia Story

Skip the tired old “problem-solution-results” format in favor of something more innovative and engaging. Create a multimedia story with video, text and interactive graphics that tells your customer stories in a way that sucks buyers in and makes them want to have the same experience. - Scott Baradell , Idea Grove

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You’ll hardly meet a sales rep who has never faced the “price objection.”. Almost all sales professionals have faced this objection in their sales career. Some sales reps grumble while others tackle it wisely. But then suddenly some words from a sales rep worked like a magic spell and made you change your decision.

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By carefully recording client feedback, agencies can begin creating case studies . It’s important to comprehend the value of these case studies , they showcase compelling client success stories to which prospective customers can relate. Case studies can be a powerful tool for your agency.

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Sellers do a lot of talking, and the ability to have interesting sales conversations increases the value of their words. Why Interesting Sales Conversations Matter Being able to converse with others is a vital soft skill for reps. The prospect will feel like you genuinely care about them and not just a sale .

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13 Sales Promotion Techniques To Boost Your Sales + Case Studies

With  Black Friday just around the corner, you may be looking for some amazing sales promotion techniques to create buzz and boost your sales. Fortunately, we’ve compiled a list of 13 sales promotion ideas and illustrated each one of them with a case study to inspire you in the process of crafting a successful promotion.

Scroll down to read more about them, but first, I’d like to tell you a few words on the things you need to include in your promotion campaign.

What are the elements of a skyrocketing sales promotion?

Generally, these are the elements you need to incorporate in your sales promotion:

• A great sales technique – pick one from the list below.
• A BIG discount/giveaway/prize – depending on your business type and audience, you could cut your prices or give away goods.
• An original creative concept – this is an essential part of the process, that can either boost sales or make you waste your money.
• Beautiful graphics – professional posters, banners, email headers, Social Media posts, and website banners. Try creating your graphic materials with Creatopy.
• A bold  call to action  
• A limited time period – from 24 hours to 30 days.
• Free shipping (if possible).

Sales promotions ideas & examples

1. big discounts.

Sales promotion examples are all around us. Big discounts may be as old as the trade industry, but it’s an evergreen method of increasing sales volume. We all wait for the summer/winter clearance sale to finally buy items we’ve spotted but couldn’t afford to buy during the season. There are sales promotion ideas you could apply when creating retail ads . 

Price cuts are convenient for both customers and retailers. It offers the possibility to buy more for less and it allows retailers to clear their stocks and sell huge volumes while keeping the money flowing and the business going.

Now, let’s see a creative sales campaign from Haband , a clothes and homeware online shop.

Remember that feeling when you walk down a street and you suddenly see a shop window covered in discount labels and you wonder how much will you get? How much will you save? And wish you’ll find something nice that’s at least 50% OFF the normal price? Well, this e-commerce website is no stranger to these psychology insights. Haband sent this eye-rolling GIF email ad to their customers to promote their fall sales and motivate them to engage and crave big price cuts.

Their call to action invites one to click the wheel of savings and reveal what discount they got.

So here it is, take your time and marvel:

Source: Haband

By clicking on the wheel, the website automatically redirects you and displays a pop-up banner that reveals the discount you will receive. In my case, I was fortunate enough to click on the 40% OFF option. If you’re in need of a straightforward and professional banner maker tool, you’ve come to the right place. We have the perfect solution for you.

Impressive (mesmerizing) ad, isn’t it? 

2. Special prices

Special prices are basically price cuts, but psychologically they weight heavier, especially when you sell everything for a tremendously small price. Add a limited period and free shipping, and you’ll get yourself a massive boost in sales. And a few thousand clients that will come to you for the rest of their lives. That sounds like a big deal, right?

Let’s take a look at this promotion from Ruelala, an online fashion shop .

Known for their membership only sales system, offering access to a wide range of coveted designers, Ruelala sent their members this incredible deal offer: every clothing item for only $29.99.

This price might not have arisen chills of excitement had it been rolled out by another online fashion shop. But in this particular case, $29.99 is a total bargain, because Ruelala sells clothes created by highly reputed designers.

Source: Ruelala

3. Free gifts & giveaways

Sweepstakes are still in fashion, you know. People still hunt for prizes, rewards and free gifts. This technique can be applied to local business advertising as well as to global scale advertising and it suits all types of businesses. 

Here’s an anniversary promotion from BJS Travel that offers not one but two grand and amazing prizes. Plus two first prizes consisting of a 7-day car rental service and an extra pocket money gift card. Is there anyone who wouldn’t like to go to the Caribbeans?

Source: BJS Travel

4.   Buy one, get one FREE

Women are notorious for being addicted to shopping. The more, the merrier. The cheaper, the better. This type of sales deal will arouse any woman’s desire. Paying one item and getting 2 for the same price is just pure ecstasy. 2 leggings for the price of one? Another free bra (of a different color) when you buy one? After all, is there a sane woman who doesn’t need to match her lingerie with her blouse and leggings and shoes and bag?

Rotating your business’ sales strategies is a great idea, so you could pin-post this method and use it when you feel necessary.

Here’s what Aerie has done to increase their sales: a buy 1, get 1 free pair of leggings promotion. Now, their promotion ran during September, the first month of fall. September is not the end of the fall, so they couldn’t have had clearance sales. But instead, they thought of something else. They bet on the people’s need for new autumn clothing items. So they chose the leggings as their star sale item which would hook people into the promotion. Isn’t this a great strategy?

Source: Aerie

5.  Reward points

Reward points may not be as exciting as big discounts, but this strategy still appeals to a large number of people, especially to loyal customers, who buy from your stores on a regular basis.

The reward points promotion from Boots , UK, here below, is a great loyalty builder for two reasons: first, it encourages customers to buy with the promise that a £5 reward will follow their purchase; second, it re-affirms the statement that Boots is a store worth buying from because you can add-up your reward credit with every purchase you make, which translates to free on-choice products.

Their deal is attractive and straightforward: you get £5 of points when you buy No. 7 products worth £30. The promotion is available both online and in store, but it is on a tight time limit. Imagine what you could buy with £5: a hair mouse, a shampoo, and a conditioner; or a face scrub and a moisturizing cream; or a deodorant, a soap, and a face wash lotion. £5 may seem like a small amount, but when you count the products in your basket, it’s actually a lot.

Source: Boots   

6. Limited time promotion – Flash sales

Having a big discounts promotion is great, but when you spice it up with a very limited time duration, people will get even more interested.

Flash sales appeal to our sense of urgency and to our fear of missing out on amazing things. In a world of instant gratification, make your promotion urgently instant with a limited time period. You can limit your offer to a duration spanning between 30 days to 24 hours.

Let’s analyze this Neiman Marcus flash sale promotion . In September 2018, they sent this email to their customers letting them know about their 24-hour only sale discounts. Their creative concept emphasizes the marketing idea: a girl in bed, covering herself up with the duvet is advised not to go back to sleep (“Don’t hit the snooze.”) or else she will miss the discounts going as low as 75% off.

Clear, funny, and appealing, if you’d ask me.

Source: Neiman Marcus

7.  Holiday promotions

There’s no time like Christmas time to clear your stocks and skyrocket your revenue. Erase Christmas and replace it with Halloween, Mother’s Day, Easter, or Valentine’s Day and you get the point.

Holiday promotions are a sure bet on huge sales, provided you have a great advertising campaign. From the key message to the graphic layout of your ads, everything must be taken care of. Remember this is a time of the year when everybody is out there shouting and waving their hands at customers, so you must stand out somehow. Sure, cut the prices, but take your time to craft a 21st-century campaign. By 21st-century I mean a digital campaign as part of your 360 degrees advertising efforts. Include email, Social Media, display banners, YouTube videos, website pop-ups.

Source: ReForm skincare

8. Seasonal promotions

There are four seasons of the year and thus four extra opportunities for you to launch sales promotions. This is extremely important when you’re selling seasonal products like clothing and shoes. You need to advertise your spring, summer, fall, and winter collections.  

You can even promote your collections of accessories like Nordstrom did in this campaign. As a woman, you cannot just wear your clothes. You need to complement them with jewelry.

Source: Nordstrom

9.  Special events & promotions

Countless events are happening every year, from football cups to music festivals. Your job is to find an event that matches your target audience and use it as a pretext to sell your products. Or you could initiate a deal with one of the top athletes or celebrities involved in that event and convince him/her to endorse your brand.

Head & Shoulders, one of the world’s best selling shampoo brands , had a deal with FC Barcelona’s stars to endorse its cool menthol shampoo. What’s the link between this shampoo and the football players? Apparently none. But this shampoo prevents and treats (according to their claim) dandruff. And dandruff can come as a consequence of sweating when running or working out. So, it can help these stars have clean scalps (and shoulders) while looking great. It can also help the people watching these football matches fight dandruff, especially if they’re also confronted with this problem after playing football with friends or working out in the gym.

Source: Moat

Here’s another example, from Kellog’s: L’Eggo . They found an excellent opportunity to link this  brand (a flavored frozen waffle) to the back-to-school time of the year. Because it’s frozen and all it needs is a bit of topping, this waffle is perfect for a fast breakfast, before heading to school. That’s why they launched this campaign before the start of the school and made sure children and parents are well aware there’s L’Eggo out there to help them out with breakfast, once the school starts.

10. First order discount

You can run this type of sales discount all year round on your website or in your shops. It motivates people to try your products and ensures a positive experience with your brand.

Have a look at the example below.

ReForm is a skincare brand selling anti-aging and highly moisturizing creams and lotions. Their products are not extremely expensive, but they’re not the cheapest cosmetics you’d find in the supermarket. So they used the “first order discount” sales incentive to entice people to try their products and order online.

Motivating.

11. Free shipping

There’s one thing that people consider when buying from an e-commerce website: the shipping cost.

Although online shopping is more time convenient and even cheaper, sometimes we realize we spent more on a product we ordered online than we would have actually spent if we bought it from a shop in the city center. That’s because shipping can get expensive. Depending on the e-commerce website you order from, (and the country) you can pay an amount ranging from $2 to $50. That’s a lot.

Source: Steve Maden

Steve Maden, a large e-commerce retailer, knows that people place orders from countries all over the world. That’s why they often offer free shipping. As you can see, their free shipping period offer is limited to two days. Which makes their website even more enticing.

12. Coupons

Coupons are women’s most sought sales deals. They used to be present everywhere in women’s magazines, back in the old days of print press. But digital marketing has taken coupons to a whole new level, keeping up with today’s woman and her new devices. There’s no need to cut out the coupons anymore and store them in the kitchen’s drawers. You just have to type in a code and that’s all it takes to receive a significant discount.

If you’ve got a women’s brand, add couponing to your marketing toolkit and analyze JOANN’s case study below.

JOANN is one of the world’s largest fabric and craft supplies retailers and it is thriving on women’s passion for tailoring, quilting, and crafting. By now, they know their target audience psychology by heart and use essential insights to create appealing sales promotions.

Here’s an impressive and long coupon that JOANN sent out via email to their customers. Instead of formulating a standard discount message (Get 60% OFF), they created several categories of discounts for various types of products and invited people to apply for the discount they prefer, using one of the codes available.

Please notice the skillfully crafted email layout. It looks a lot like a scrapping book! This is just a small part of the email. 

Source: JOANN

13. Competitions

One simple and efficient way of increasing sales and long-term commitment is to organize a competition. Prize contests have moved from the store area to the internet a long time ago, which allows us to make use of a wide array of sales promotion tools.

Here is one of Ariel’s contest promotion. The big prize: a washing machine. If you want to use this strategy to create a promotion, be careful though. You need to choose a prize that complements your products. For Ariel, it was plain simple to choose a washing machine as their big prize. But, what happens when you’re an insurance company? Or a chocolate bar? The prize must consist of something other than your product.

Here’s a hint: think of your target audience and where they use your product. For example, if you have a chocolate bar brand, you could offer a summer camp vacation for kids.

In a nutshell

Whatever the type of marketing strategy you choose to boost your sales , take your time to make a choice. See which sales promotion method works best for your brand and your customers. No technique works for everyone, so what was a sales booster for someone else might be a time waster for you.

Analyze your business, audience, choose a sales strategy and come up with a creative campaign that looks great and appeals to humans of the 21st century, that is people bombarded with promotional information.

Illustration by  Anita Molnar 

I read your blog and I found out about this . i need your other information. thank’s

I was looking for information, types of sales promotion techniques and their psychology. U categorized with examples simplifies the understanding. Keep sharing your information

Thanks for sharing these techniques for boosting business. Every entrepreneur should be aware of them and implement if he is interested in taking his business to a higher level

I do believe all of the concepts you have offered on your post.

They are very convincing and can certainly work. Still, the posts are too brief for newbies. May just you please extend them a bit from next time? Thank you for the post.

Thanks for publishing such a useful piece of content. This helps me a lot as a sales rep. My favourite part is about holiday promotions.

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The Key to Sales Success: Case Studies of Top Sales Teams

Explore case studies of top sales teams and discover the secrets to their success in this in-depth analysis.

by Kapil Khangaonkar

Published on: October 27, 2023 |

In today’s fiercely competitive business landscape, unlocking the full sales potential of a team is crucial to achieving record-breaking results.

But what sets successful teams apart from the rest?

How do they consistently outperform their competitors and drive exponential growth?

In this blog, we delve into the secrets behind unleashing the sales power of successful teams. From effective leadership and communication to a robust sales strategy and a culture of continuous learning, there are several key factors that contribute to the success of high-performing sales teams.

We’ll explore these factors in detail and provide actionable insights that you can implement to elevate your team’s performance. Drawing on real-world examples and industry-leading research, we’ll uncover proven strategies and best practices that can help your team excel in the ever-evolving sales landscape.

Whether you’re a sales manager looking to inspire your team or a sales professional seeking to enhance your own performance, this blog will provide you with the tools and knowledge to achieve record-breaking sales results. Join us as we dive into the world of successful sales teams and discover how you can unleash their true potential.

Building a high-performing sales team

A high-performing sales team is built on a foundation of talented individuals who possess the necessary skills and expertise to excel in their roles. However, building a sales team goes beyond simply hiring the right people. It involves carefully crafting a diverse team with a mix of skills and experiences that complement each other. Developing a recruitment process that identifies and selects candidates who fit well within the team culture and have the drive and determination to succeed is crucial.

When it comes to building a high-performing sales team , one must consider the importance of creating a positive and inclusive work environment. This means fostering a culture that values collaboration, open communication, and continuous learning. By encouraging team members to share their ideas and perspectives, you can tap into a wealth of knowledge and experience, ultimately leading to innovative solutions and improved sales performance.

Moreover, it is essential to provide ongoing training and development opportunities for the sales team. This not only helps them stay up-to-date with the latest industry trends and best practices but also empowers them to continuously enhance their skills and knowledge. By investing in their professional growth, you demonstrate your commitment to their success and create a motivated and engaged team.

Another crucial aspect of building a high-performing sales team is effective leadership.

A strong leader sets the tone for the team, providing guidance, support, and motivation. They create a vision for success and inspire their team members to strive for excellence. A good leader also recognizes and rewards individual and team achievements, fostering a sense of recognition and appreciation.

Furthermore, building a high-performing sales team requires a data-driven approach.

By leveraging analytics and sales data, you can identify trends , patterns, and areas for improvement. This allows you to make informed decisions, optimize sales strategies, and allocate resources effectively. Regular monitoring and analysis of sales performance metrics enable you to track progress, identify bottlenecks, and implement necessary adjustments to drive continuous improvement.

Overall, building a high-performing sales team is a multifaceted process that involves hiring the right individuals, fostering a positive work environment, providing ongoing training and development, effective leadership, and leveraging data-driven insights. By focusing on these key areas, you can create a sales team that consistently exceeds targets, drives revenue growth, and achieves long-term success.

How Do I create a winning sales team? Explained By Kapil Khangaonkar-Clodura.AI

Setting clear sales goals and targets

In order to achieve success, sales teams must have clear goals and targets. This provides them with a focus and a sense of purpose, enabling them to prioritize their efforts and work towards specific objectives. Goals should be SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) to provide clarity and direction.

Setting specific goals helps sales teams understand exactly what they need to accomplish. For example, instead of a vague goal like “increase sales,” a specific goal could be “increase sales by 10% in the next quarter.” This specificity allows the team to have a clear target to work towards, making it easier to develop strategies and action plans.

Measurable goals are important because they allow sales teams to track their progress. By setting measurable targets, such as “close 10 new deals per month,” sales teams can easily determine if they are on track or if adjustments need to be made. Tracking progress also provides motivation and a sense of accomplishment when goals are achieved.

Achievable goals are essential to prevent frustration and maintain morale within the sales team. While it’s important to set ambitious targets, they should still be within reach. Unrealistic goals can lead to demotivation and a decrease in productivity. By setting achievable goals, sales teams can maintain a sense of confidence and motivation, driving them to perform at their best.

Relevant goals ensure that sales teams are working towards objectives that align with the overall business strategy. It’s important to consider the company’s vision, mission, and values when setting sales goals. For example, if the company’s focus is on customer satisfaction, a relevant goal could be “increase customer retention rate by 15%.” This alignment ensures that the sales team’s efforts contribute to the overall success of the organization.

Time-bound goals provide a sense of urgency and help sales teams stay focused. By setting deadlines for achieving specific targets, sales teams are motivated to take action and avoid procrastination. Time-bound goals also allow for better planning and resource allocation, ensuring that sales teams are working efficiently towards their objectives.

Regular review and analysis of these goals and targets is also crucial. This allows the sales team to identify areas of improvement, adjust strategies as needed, and celebrate successes along the way. By constantly evaluating and refining goals, sales teams can stay agile and adapt to changing market conditions.

During the review process, sales teams can analyze sales performance against the set goals and targets. This analysis helps identify any gaps or areas where improvements can be made. For example, if the team is consistently falling short of their monthly sales target, they can review their sales processes , identify bottlenecks, and implement strategies to overcome them.

Celebrating successes is equally important as it boosts morale and motivation within the sales team. Recognizing and rewarding achievements, whether big or small, creates a positive work environment and encourages continued efforts towards reaching the goals. This can be done through team-wide announcements, incentives, or even simple gestures like congratulatory emails.

Finally, setting clear sales goals and targets is essential for sales teams to achieve success. By making goals SMART, regularly reviewing and analyzing them, and celebrating successes, sales teams can stay focused, motivated, and adaptable in their pursuit of excellence.

Effective sales team communication and collaboration

Communication and collaboration are essential for any successful team, and sales teams are no exception. Clear and open lines of communication foster teamwork, enable the sharing of best practices, and ensure everyone is aligned and working towards a common goal.

Regular team meetings provide opportunities for collaboration, exchanging ideas, addressing challenges, and celebrating achievements. These meetings can be held in person or virtually, depending on the team’s location and preferences. During these meetings, team members can discuss their current projects, share insights and strategies, and seek feedback from one another.

Furthermore, effective communication within a sales team extends beyond formal meetings. Informal communication channels, such as instant messaging platforms or team chat applications, allow team members to quickly connect and exchange information on a day-to-day basis. This real-time communication helps sales teams stay agile and respond promptly to customer inquiries or market changes.

In addition to communication, collaboration plays a crucial role in driving sales team success. Collaborative environments encourage team members to work together, leveraging each other’s strengths and expertise. This collaboration can take various forms, including joint sales calls, brainstorming sessions, or even cross-functional projects with other departments.

Moreover, providing sales teams with the necessary tools and technologies to communicate effectively can significantly enhance their productivity and performance. Customer Relationship Management (CRM) systems, for example, enable sales professionals to track customer interactions, manage leads, and streamline their sales processes. These systems also facilitate collaboration by allowing team members to access and update customer information in real-time.

Collaboration platforms, such as project management tools or document sharing platforms, further enhance team collaboration by providing a centralized space for sharing files, assigning tasks, and tracking progress. These platforms enable sales teams to work together seamlessly, regardless of their physical location or time zone.

Overall, effective sales team communication and collaboration are vital for achieving sales targets and driving overall team success. By fostering clear and open lines of communication, providing opportunities for collaboration, and equipping teams with the right tools and technologies, organizations can empower their sales teams to work cohesively towards a common goal.

Sales training and development

A highly skilled and knowledgeable sales team is a valuable asset for any organization. Investing in ongoing sales training and development plays a crucial role in equipping sales teams with the skills and insights needed to succeed in a competitive marketplace.

Training should cover a range of topics, including product knowledge, sales techniques, customer engagement, negotiation skills, and market trends. Providing access to industry resources , workshops, and coaching programs ensures that sales teams stay at the forefront of their field and can continuously enhance their capabilities.

One important aspect of sales training is product knowledge. Sales representatives need to have a deep understanding of the products or services they are selling in order to effectively communicate their value to potential customers. This includes knowing the features and benefits of the products, as well as understanding how they compare to competitors in the market.

Another crucial area of sales training is sales techniques. Sales representatives should be equipped with a variety of strategies and tactics to engage with customers, build rapport, and close deals. This includes effective communication skills, active listening, and the ability to ask probing questions to understand customer needs and tailor their approach accordingly.

Customer engagement is also a key focus in sales training. Sales representatives should be trained on how to build and maintain strong relationships with customers, as well as how to handle objections and resolve conflicts. This includes providing exceptional customer service, being responsive to customer inquiries, and following up on leads in a timely manner.

In addition to these core areas, sales training should also address negotiation skills. Sales representatives need to be able to negotiate effectively with customers to reach mutually beneficial agreements. This includes understanding the needs and motivations of both parties, identifying common ground, and finding creative solutions to overcome obstacles.

Lastly, sales training should keep sales teams informed about market trends and changes in the industry. This includes staying up to date with the latest developments, technologies, and best practices in the sales field. By being aware of market trends, sales representatives can adapt their strategies and approaches to stay competitive and meet the evolving needs of customers.

Overall, investing in sales training and development is essential for organizations that want to maintain a high-performing sales team. By providing ongoing training and resources, companies can empower their sales representatives to excel in their roles, drive revenue growth, and deliver exceptional customer experiences.

Motivating and incentivizing sales teams

Keeping sales teams motivated and engaged is essential for sustaining their high performance. Incentive programs, such as commissions, bonuses, and recognition schemes, can serve as powerful motivators to drive sales team productivity and achieve targets.

However, motivation goes beyond financial rewards. Creating a positive and supportive work environment, fostering a sense of ownership and empowerment, and recognizing individual and team achievements are equally important. Regular performance evaluations and feedback sessions provide opportunities to identify areas for improvement and offer support and guidance.

Implementing a data-driven sales strategy

Data is a valuable resource that can inform and enhance sales strategies and decision-making processes. By leveraging data analytics tools and techniques, sales teams can gain valuable insights into customer behavior, market trends, and sales performance metrics.

How to implement a data-driven sales strategy:

• Identify your goals and objectives. What do you want to achieve with your data-driven sales strategy? Once you know your goals, you can identify the specific data points that are most relevant to tracking your progress.
• Collect and organize your data. This may involve data from a variety of sources, such as customer relationship management (CRM) systems, marketing automation platforms, and sales performance dashboards. Collect all of the relevant data in a central repository so that it can be easily accessed and analyzed.
• Use data analytics tools and techniques to identify insights. Once your data is organized, you can use data analytics tools and techniques to identify trends, patterns, and correlations. This will help you to better understand your customers and market, and to identify opportunities for growth and improvement.
• Develop and implement data-driven sales strategies. Based on your insights, you can develop and implement data-driven sales strategies. This may involve targeting specific customer segments with tailored messaging, optimizing your sales process, or developing new sales initiatives.
• Monitor and adjust your strategies as needed. Data-driven sales strategies are not set-it-and-forget-it propositions. It is important to monitor your results and adjust your strategies as needed. This will help you to ensure that you are on track to achieve your goals.

By implementing a data-driven sales strategy, sales teams can gain a competitive advantage and achieve better results.

Implementing Sales Performance Metrics and KPIs

In order to evaluate sales team performance and measure progress towards goals, organizations must establish relevant sales performance metrics and key performance indicators (KPIs). These metrics can vary depending on the organization’s objectives, but commonly include measures such as revenue, customer acquisition, conversion rates, and customer satisfaction.

Using a combination of quantitative and qualitative indicators allows for a comprehensive evaluation of sales team performance. By regularly tracking and reviewing these metrics, sales teams can identify areas that require attention and take corrective actions to improve their performance.

Case studies of successful sales teams

Now that we have explored the key factors that contribute to sales team success, let’s dive into some real-world case studies of top-performing sales teams-

• HubSpot: HubSpot’s sales team has been recognized as one of the best in the world, consistently exceeding revenue goals and growing the company rapidly. In 2022, HubSpot’s sales team generated over $1 billion in revenue, up 41% from the previous year.

HubSpot’s success is attributed to a number of factors, including:

• A focus on inbound marketing and sales: HubSpot’s sales team focuses on attracting and converting leads through inbound marketing channels, such as content creation, SEO, and social media. This allows them to generate a high volume of qualified leads, which they can then convert into customers.
• A data-driven approach: HubSpot’s sales team uses data analytics to track their progress and identify areas for improvement. They also use data to personalize their sales outreach and messaging.
• A strong sales culture: HubSpot’s sales team has a strong culture of collaboration and support. They are also constantly learning and growing, which helps them to stay ahead of the curve.
• Salesforce: Salesforce is another company with a highly successful sales team. In 2022, Salesforce’s sales team generated over $26 billion in revenue, up 25% from the previous year.

Salesforce’s success is attributed to a number of factors, including:

• A focus on customer success: Salesforce’s sales team is focused on helping customers achieve their goals. They do this by taking a consultative approach to sales and by providing customers with the support they need to succeed.
• A strong focus on training and development: Salesforce invests heavily in training and development for its sales team. This ensures that its sales reps are equipped with the skills and knowledge they need to be successful.
• A culture of innovation: Salesforce’s sales team is constantly innovating and finding new ways to improve its sales process. This helps Salesforce to stay ahead of the competition and to continue to grow its business.

These are just a few examples of successful sales teams. By following in the footsteps of these teams, other sales teams can improve their results and achieve their goals.

Conclusion: Keys to unlocking sales team success

Building a high-performing sales team requires a combination of factors, including recruitment and onboarding, setting clear goals, effective communication and collaboration, ongoing training and development, motivation and incentives, data-driven strategies and KPIs, and studying successful case studies.

By investing in these key areas and continuously evolving their strategies, organizations can unlock the potential of their sales teams and achieve sales success . Remember, a high-performing sales team is not built overnight but requires continuous effort and a commitment to excellence.

Now it’s time to put these insights into action and take your sales team to new heights!

Q. What is the key to sales success?

The key to sales success is understanding and addressing customer needs effectively.

Q. How do top sales teams consistently outperform their competitors?

Top sales teams outperform by building strong relationships, adapting to changing markets, and continuous learning.

Q. What role do case studies play in sales success?

Case studies showcase real-world successes, building credibility and demonstrating your solutions’ value.

Q. What common traits do top salespeople share?

Top salespeople are often empathetic, great listeners, and skilled at objection handling.

Q. How can I improve my sales team’s performance?

To enhance sales team performance, invest in training, set clear goals, and foster a collaborative and motivating environment.

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9 Converting Case Study Design Examples that Drive Sales

Get inspiration from case study design examples that persuade and drive action, learn tips on how to design a case study, and grab quality templates.

Dominika Krukowska

7 minute read

Short answer

What makes converting case study design?

A converting case study design combines clear and persuasive storytelling with impactful visuals. It shows rather than tells your client's success story. It employs interactive elements, mixes videos, animations, images, and text, and includes live graphs and charts which together improve engagement, memorability, and conversion.

Neglecting case study design can cost you sales

In the competitive world of marketing, every tool in your arsenal counts. And as it turns out, case studies are not just a tool—they're a powerhouse.

For 2 years running, case studies have been ranked as the top sales driver , with 40% of marketers finding them highly effective.

But here’s the catch: getting your case studies wrong can backfire. If your case study content or design is weak, this reflects on you. Which has the effect of making your company seem untrustworthy.

Simply put, by not giving due attention to your case study design, you're not just missing out on potential sales, you might also be pushing away prospects.

This guide will teach you how to design case studies that build trust and resonate with prospective customers. I’ll also throw in some case study design templates to make your case study creation process a breeze.

Let’s go!

What is the biggest challenge in case study design?

The main challenge in case study design is the costly back-and-forth with designers, developers, and content writers. Bouncing ideas and adding client feedback can stretch production time and budgets.

Just so you know…Storydoc solves all this by automatically adapting any content changes you make to design (including charts and graphs) and aligns it with your branding. This makes the process easier for you, reduces back-and-forth, and saves you money.

What is the best file format for case study design?

Choosing the right format is key to maximizing your case study's reach and impact. Let’s explore the options:

1) Storydoc

Storydoc is a scroll-based format that transforms your content into a visually engaging narrative. While it provides a seamless flow and dynamic presentation, those used to traditional layouts might find it a bit different.

Webpage is essentially a digital page on the internet. It's accessible from anywhere, easy to share via a link, and can be updated in real-time. The downside? It's dependent on an internet connection.

3) Flipbook

Flipbook offers a digital reading experience that mimics the feel of flipping through a physical book, enhanced with interactive elements. It's immersive, but some might prefer more straightforward document formats.

PDF is a widely-used digital document format that maintains its appearance across different devices. It's reliable for offline viewing and sharing, but lacks the interactive features of some newer formats.

PPT, short for PowerPoint, is a slide-based format that’s great for in-person presentations. It allows for dynamic visuals and is familiar to many, but it’s less innovative compared to some of the latest design trends and doesn’t engage modern audiences.

What are the main types of case study design?

Static case study: Traditional format, mostly text-based, easy to produce, and straightforward in presenting information and results.

Multimedia case study: Combines text with videos, images, and audio, offering a richer, more engaging experience for the audience.

Interactive case study: This is where design takes center stage. With clickable elements, animations, and dynamic layouts, it turns passive reading into an engaging journey.

Here’s what a static and interactive presentation look like side by side.

Case study design examples that tell a persuasive story

A great case study is not just about the story it tells, but also how it's presented. The design plays a huge role in making your audience feel connected and engaged.

A well-designed case study can make the difference between a quick skim and a deep dive into your content.

Creating that perfect blend of compelling narrative and eye-catching design might seem challenging, but with the right inspiration, it's totally achievable.

Let’s explore some case study design examples to inspire your own:

Simple case study design

A light and airy design that feels welcoming. Neutral colors set a calm backdrop, allowing the video on the cover to take center stage.

With plenty of image placeholders, it's easy to mix text and visuals. The running numbers add a fun touch, making data easy to understand.

Marketing case study design

This design in rich in blues, ranging from soft pastels to deeper hues. Dynamic variables ensure quick personalization, while content grouped in tabs offers structured storytelling.

The timeline slide, combined with dataviz elements, crafts a compelling narrative that's both visually and informatively rich.

UX case study design

A muted gray palette sets the stage for content to shine. Dynamic variables allow for on-the-fly customization, while media arrays are perfect for presenting different focus groups.

Dataviz elements turn numbers into stories, and tabbed content organizes information efficiently. The 'Read more' button cleverly hides additional text, ensuring a clutter-free design.

Real estate case study design

A visual treat for a visual industry. Image placeholders let your listings shine, while data visualization elements present property trends or comps effectively. The interactive slides guide readers, making every property tour a memorable journey.

Medical case study design

A therapeutic blend of blues sets a professional yet calming tone. Full-screen stock images and videos from the healthcare industry are overlaid with text. The narrated design and mix of text and visuals give a full view while keeping things tidy.

Business case study design

A lively mix of yellow and green breathes life into this design. The cover captivates with dual image/video placeholders, setting the tone for what's inside.

Dataviz elements transform data into visual tales, while tabs segment content for easy navigation. The design ensures that even with added text, the layout remains uncluttered and aesthetically pleasing.

Light mode case study design

Here's a design that's crisp and refreshing. A hint of blue perks up the overall look, making your content pop without overwhelming. The layout is spacious, using white space smartly to let your content breathe.

It's all about presenting your case study in a way that's both visually pleasing and super easy to follow.

Modern case study design

A refreshing design that plays with various shades of blue. The layout is thoughtfully crafted, with generous white space allowing each element to breathe.

Dynamic variables allow for tailored presentations, while the logo placeholder adds a personal touch. Text and image placeholders, easily refined with AI assistance, ensure your message resonates powerfully.

Dark mode case study design

This design is a bold choice that pays off. The mix of deep black and bright blue creates a striking contrast that's sure to grab attention.

Beyond the colors, the layout is crafted to showcase your content in the best light, making your case study a blend of style and substance.

Case study design best practices

While the content narrates the story, the design ensures it's heard, understood, and remembered. Let's dive into the design practices that can elevate your case study from good to exceptional:

1) Use narrated design - scrollytelling

This isn't just a trendy term; scrollytelling transforms the way people consume and interact with the content by offering a guided, cohesive experience.

As they scroll, each section seamlessly transitions to the next, making the narrative more engaging and memorable.

Here's an example of scrollytelling by one of our clients:

2) Personalize your case study

Generic designs are forgettable. Tailor your design elements to mirror your audience's industry, challenges, and aspirations. By making your case study personally relevant, you're not just sharing a success story; you're showing them a potential future.

Here's what a personalized slide looks like:

3) Use high-quality visuals

Every visual should serve a purpose. Whether it's an image, an icon, or a background shade, it should add value to the narrative. Prioritize visuals that complement the content, guiding the reader's eye and reinforcing key points.

4) Visualize your data

Numbers validate your narrative, but blocks of percentages and figures can be daunting. Transform this data into compelling visuals. Graphs, pie charts, and infographics can make data not only digestible but also persuasive.

Here's an example of interactive data visualization elements:

5) Use interactive elements

Interactivity is more than just a design perk; it's a tool for engagement. Hover effects, pop-up annotations, or even embedded videos can turn a passive reading session into an interactive exploration, deepening the connection with the content.

Here’s an example for you. Scroll down, play around with it, click on things, feel the difference between reading a static document and interacting with a scrollytelling case study.

Here's an example of an interactive slide:

6) Use consistent branding

Consistency creates trust. Your case study should be an extension of your brand identity. A consistent use of colors, fonts, and design motifs not only reinforces brand recall but also adds an air of professionalism.

Storydoc automatically takes care of your branding for you. Maybe you’d like to give it a try.

7) Make sure it’s optimized for mobile viewing

With a significant chunk of users accessing content on mobile, responsiveness isn't optional; it's a must. This means responsive design, readable fonts, and touch-friendly interactive elements.

Here's an example of responsive design:

8) End with a clear CTA

A case study, while informative, also serves a purpose. It could be to drive more inquiries, encourage product trials, or simply to share more insights. A well-placed, clear call-to-action guides the reader on the next steps, making the content actionable.

Here's an example of a next steps slide:

9) Apply a balanced layout

A well-designed case study strikes a balance between text and visuals. Avoid cramming too much information on a single slide. Instead, ensure there's a harmonious blend of words and images, making the content both informative and visually appealing.

10) Use white space

Don't underestimate the power of simplicity. White space, or the empty space around your content elements, gives your design breathing room. It makes the content easier on the eyes and helps highlight key information.

Case study design mistakes to avoid

A well-designed case study can build trust with your audience and ultimately drive sales, but there are some design mistakes that can reduce its impact. Let’s explore the most common ones and how to avoid them:

1) Don’t design your case study as PDF

While PDFs are universal, they can be limiting in terms of interactivity and adaptability. In a digital age, consider more dynamic formats that enhance user experience.

2) Don’t overload with too much visual content

Visuals can enrich your story, but too many can distract. Aim for a balance where visuals complement the text, not overshadow it.

3) Don’t use low-quality images

Blurry or pixelated images can undermine your case study's credibility. Always choose high-resolution images that add clarity and professionalism.

4) Don’t neglect mobile optimization

These days, a third of all decks are opened on mobile devices . If your case study isn't mobile-friendly, you risk alienating a significant portion of your audience.

5) Don’t make it too text-heavy

While details are essential, long blocks of text can discourage readers. Break up the content with relevant visuals, headers, and bullet points to enhance readability.

6) Don’t hide your CTAs

Your call-to-action is the bridge between engagement and action. If it blends in too much, readers might miss out on the next steps. Ensure your CTA stands out and is easy to spot.

7) Don’t clash color schemes

Picking the right colors sets the mood. Go for shades that look good together and are easy on the eyes.

8) Don’t overuse stock images

Stock photos are convenient, but using too many can make your case study feel less personal. Try to mix in real photos to give it a genuine touch.

Interactive case study design templates

Imagine spending hours, even days, wrestling with design tools, trying to craft a case study from scratch. Or, just as bad, non-stop synchronizing with a designer and a developer on making your vision come to life.

The struggle is real. That’s why I put together a library of interactive case study design templates to make things easier.

These ready-to-use designs transform your success stories into immersive experiences, making your audience feel part of the journey. No more fussing over layouts or visuals; just plug in your content, and voilà!

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

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Sales Case Study: How to Make a Sale in 7 Steps

Sales case studies are a great way to learn how to make a sale. I remember when I was first starting in sales, I would read as many sales case studies as I could get my hands on. They were a huge help in learning the ropes and understanding the different steps involved in making a sale. This sales case study will show you how to make a sale in 7 steps. By following these simple steps, you’ll be well on your way to becoming a top-performing sales rep!

Sales Case Study: Successful Sales Techniques

A sales case study is an important tool for sales teams. It can provide insight into how other companies have been able to successfully sell products and services and can help sales teams learn new strategies and techniques.

Additionally, sales case studies can help to identify potential customers and target markets.

What are Sales Case Studies and How Do They Help You?

A case study analyzes a specific instance –– or case if you will –– that shows how your product has been effective in solving a problem.

When you market with customer success stories, you allow your prospective customers to get to know your existing customers on a more personal level. This can help them see how your product has benefited other people, which can in turn make it easier for them to purchase.

Would you hire a company to produce video content for you if they just said, “We produce high quality, high return-on-investment (ROI) generating videos”?

Wouldn’t it be more beneficial for you to see the quality of their work first and read a personal recommendation from someone who has worked with them before through case studies? This way, you can make a more informed decision about whether or not this is the right company for your needs.

Most customers read reviews before making a purchase. This is because 81% of people do their research before buying anything.

B2B sales are just like any other kind of sale – the prospect does their research before committing to a purchase. To get an idea of what a company is like, it can be helpful to read reviews from past customers. This way, you can learn about a company’s reputation before making a decision.

Case studies are an excellent way to show your potential customers the benefits of your product or service. By reading about how other companies have benefited from using your product, they can see the logic behind your claims and also get a sense of what a satisfied customer looks like. This can help to remove any objections they may have about purchasing from you.

How to Write a Sales Case Study

The customer is a small business owner who needs help with bookkeeping and accounting. They have a goal of being able to track their finances and make better decisions for their business. We helped them by providing bookkeeping and accounting services. The result was that they were able to track their finances and make better decisions for their business.

B2B Case Study

88% of customers trust online reviews, so having testimonials and reviews on your site is a great way to establish credibility.

When you’re marketing to other businesses, case studies can be extremely impactful. Why? Because when your target audience reads about success stories within their industry, they’ll assume that the same approach will work for them.

Marketing Case Study

Case studies are an excellent way to show that you are comfortable in a specific field and familiar with industry-specific needs. By using case studies, you can demonstrate that you have the expertise to provide targeted results to that industry.

Sales Case Study Examples

Customer case studies are a particularly effective way of selling.

A sales case study is an in-depth look at how your service or product helped a client. It not only shows their opinion of your brand but highlights the results they achieved with you.

Make Impactful Statistics Pop in Your Sales Case Study

Case studies don’t have to be limited to just written words. You can include images, videos, and more.

To make your statistics pop in your sales case study, use icons to highlight areas that are particularly interesting or relevant. This will help your readers quickly identify the most important information in your study.

Icons are visual images that help to summarize important information quickly.

The use of icons in the business case study examples above helps to quickly represent areas of impressive growth and act as visual cues to help draw the reader’s attention to certain parts of the page.

Use High Contrast Shapes and Colors in Your Sales Case Study

Use contrasting colors and shapes to help your key info pop.

Use a different or complementary color scheme, or add a graphic such as a square or a circle.

This visual design uses blue boxes to separate the information to make it more readable.

This information is easily digestible and retainable for a potential customer, thanks to the use of icons and strong statistics.

8. Tips For Creating a More Effective Sales Case Study

Case studies are a powerful way to increase conversions and revenue.

They show how your product/service helps customers achieve their own goals.

An extensive, detailed, and specific case study that outlines your achievements and shows potential customers how you helped them achieve their goals.

Writing a compelling and action-oriented case study can be a real challenge. Most out there are boring, uninspiring, and fail to deliver all the information they should.

It’s time to change that. Here are 8 tips to help you create a more effective case study.

1. Write About Someone Your Customer Can Relate

If your target audience is in the education industry, then make a case study about one of your university clients .

If it’s related to the automotive industry, then make a case study about car parts and car accessories.

The purpose of your case study is to show that you are comfortable in their industry, you understand their specific needs, and you know how to deliver results.

Think about writing a how-to post for a blog. The content is geared toward average readers. But when you read a case study that deals with your industry and needs, you are much more likely to understand and apply the information presented.

The same can be said for case studies – people reading them will think that the same methods worked for the company.

This means you’ll need to write multiple case studies, each tailored to a different customer type.

2. Narrate a Story From Start to Finish

Storytelling is a powerful marketing tool. They allow readers to get to know your customers on a deeper level.

Who is the customer? What do they do? What are their needs and goals? How do you satisfy those needs so they can meet those goals?

Continue following up with your customer in your case studies and show how your solutions provide ongoing value.

In your case studies, be sure to include both the emotional benefits of your solutions as well as more concrete, measurable results.

Did your software help boost productivity, reduce turnover, or free up employees’ time? By including these metrics, you’ll provide your readers with a complete picture of how your services have helped your customers.

3. Make Your Case Study Easier to Read

No one likes reading large blocks of texts, regardless of how informative or entertaining they might be. Like a blog post, a case study should be easily scanned and readable.

Use the same elements of content and writing that you would for an article, blog post, or website copy.

When you’re writing a case study, use effective design elements like bold or italic fonts, bullet points, and header tags to help readers easily digest the information.

By including these simple, yet effective, techniques in your case studies, you’ll help readers find the information they’re looking for and better understand your value proposition.

In addition to writing blog posts, consider including videos and other types of media to spice things up.

Including images of your actual customers, screenshots of your results, or even videos of you explaining your process will help make your case studies more engaging.

4. Highlight Real Numbers

Have you ever wondered if doubled traffic in a case study meant going from 100 to 200 visitors or 10,000 to 20,000?

To strengthen your case studies, share exact figures. Show how much your increase in website traffic, sales, or whatever else matters to your clients.

This adds credibility to your case studies and builds trust with your audience.

Your case studies should be as detailed and as factual as humanly possible. Don’t just say you increased their website traffic by 50%, say you boosted their web traffic by 50%, and back it up with hard numbers.

It’s important to provide context when sharing these statistics. Explain why they’re important to you and your company.

By showing your customers’ journeys, you can show readers how you’ve helped customers get to where they are now.

Including before and after photos in your case studies helps your readers visualize the results you achieved for your clients. Seeing these before and after shots lets your prospects know that you are capable of achieving similar results for them.

5. Talk About Specific Strategies

So, you managed to improve your client’s web traffic? How did you do it?

This is where you tell the prospect which products or services you used to achieve your goal.

“Thanks to our digital marketing strategies, we increased website traffic from 2,000 to 15,000 visitors a month in just three months. Our social media marketing campaigns on Facebook and Youtube helped increase our brand awareness, and our link-building campaigns helped us rank higher on search engines.”

Don’t worry about giving away your secrets — your goal here is to establish yourself as a thought leader and showing that you know your stuff is key to that.

6. Test Different Content Formats

You don’t have to always write case studies in story format.

Try interviewing your clients and asking them the same questions, such as how they started their business, what their goals are, and what you did to help them.

Be sure to include quotes from your customers in your case studies. This will make your stories more believable and relevant to your prospects than if you were to tell your story yourself.

If you’re looking for ways to make your case studies more engaging, consider using infographics, webinars, or podcasts. These formats can help you capture your audience’s attention and communicate your key points more effectively. Experiment with different content types to see what works best for your business and your customers.

When Vortex switched to a brochure style, they noticed a significant boost in conversion rates. Their case studies highlight exactly how they achieved those results and can help convince customers that the same techniques will work for them.

7. Repurpose Your Case Study for Different Audiences

While some people are happy reading your text-based case studies, other people may like to listen to them, watch them, or see them in a visual format. So, take your written content and repurpose it as a podcast, a YouTube video, or an engaging infographic.

The main benefit of video marketing is that videos are easily sharable. This means that your case study could reach more potential customers.

You can embed case studies in ebooks, blog posts, and resource guides. You can also link your case study to posts that prove your value and mention them in webinars.

8. Make Your Case Study Easily Accessible

What’s the point of creating a great case study if no one ever reads them? Be sure to organize your case studies in a way that makes them easy to locate.

List them on your website, optimize them for search engines, and promote them on your social media accounts.

Here are a few examples of easy-to-find case studies.

Amazon Web Services

If you’re in an industry like manufacturing, finance, or fitness and are looking for a case study, check out what Amazon Web Services has to offer. With AWS Digital Asset Management , industries like manufacturing, finance, or fitness can leverage a centralized, secure, and easily accessible platform to manage their extensive digital assets, simplifying the workflow while ensuring data integrity and accessibility.

The case study section on the landing page for drupal.org features several success stories from major brands, making it simple to see how Drupal can help your business.

How to Use Case Studies in Marketing

Follow up your case studies with blog posts that highlight a challenge or obstacle that your customer or company faced. Then, show the steps you took to overcome that issue.

In your post, show the steps you took to solve these issues.

Let’s say we had a client case study that detailed how a company used videos to build their trust. We might write a blog post that was called “Using Videos To Build Your Brand’s Credibility”.

A customer success blog post should focus on how your customers overcame their challenges and used your product or service to do so.

Most customers don’t want to spend a long time reading through a long explanation when they’re buying something. It’s much easier for them to watch the video that explains the service or product quickly. Our research shows that 96% of buyers would prefer watching a short video over having to read long explanations.

It’s easier for them and saves time if they view a video that gives them all the information they’re looking for.

Including statistics, and data, and ending with a call to action, video case studies are a great way to show your prospect how your product/service has benefited someone else.

If you can demonstrate to your prospects how your product or service is helping them solve their problem, you will be in an excellent spot.

Through videos, you can establish an emotional connection between your brand, product, and customers. Having satisfied customers explain the benefits of your product will help build a stronger relationship with your prospects.

This leads to more sales and more loyal clients.

You can display your testimonials or customer success stories directly on your home page. This will show web visitors that other people have had success with your product or service.

How to Present Your Case Studies

Here are a few suggestions for how to display your success stories:

• Feature a quote from your case study on your homepage
• Create a dedicated page featuring your testimonial or video case study
• Include a graphic or image of your case study

Email Marketing

Case studies are a great way to connect with those already-cold, disengaged contacts and re-ignite their interest.

Our preferred method is product-specific segments.

Do you have case studies from a specific product or service? Look at your analytics to see who was at one time interested in it.

Then, send an email to your subscriber list with your case study.

Social Media

Case studies are an easy way to promote your business on social.

Share a link to your customer’s success story and mention them.

To get the most out of a case study, post the case study in a way where readers are inspired to action. Focus on the benefits, be direct, and link to the page.

What other creative ways can you think of to use social media to promote your case study?

There are many ways to use a case study on social media.

You can show your happy, smiling face with a testimonial on your Facebook page, your Twitter account, and your LinkedIn profile.

You can also share your case study on LinkedIn, or add it to your company’s page.

Finally, you can post your case studies in related Facebook groups, or tweet about them. By doing all of these things, you will increase your engagement, and reach more potential clients.

According to Accenture, 41% of customers switched to a different business due to a lack of personalized communication.

When quoting your case studies, choose quotes that are specific to how your company helped the customer or quote metrics that demonstrate what the results were.

“We were able to increase the number of our email list by 80% in only a year. Their professionalism, dedication, and results speak for themselves.”

These quotes are a great way to boost your social media presence and website views.

Newsletters

Case studies can be included in your newsletter to both attract new potential clients and solidify your relationship with existing ones.

When companies focus on their customers, they not only improve relationships with current clients but can also attract more business. It’s natural to want to be part of a group, and when customers see that a business cares about them, they’re more inclined to support that company.

Case Studies for sales teams

Did you know that 70% of B2B customers do their research before even speaking to a sales rep? And 44% of those same people are looking for a specific solution before reaching out to a salesperson.

As customers become more and more educated, sales reps need content that speaks to each stage of a buyer’s journey. This ensures that reps are providing customers with information that’s relevant to their stage in the buying process.

Case studies are an excellent way to showcase your successes.

Have you heard of the saying “right place right time”?

Case studies are a great way to build credibility and trust with potential buyers. By showing past successes, you can demonstrate to potential clients that your product works.

What is a Sales Case Study?

To recap, a sales case study is a written document that describes a sales process from start to finish. It details the challenges faced by the salesperson and how they were overcome. A sales case study can be used to teach best practices, highlight successes, and identify areas for improvement.

A good example of a case study is a research paper that analyzes a particular subject in depth. Case studies are usually conducted on people, businesses, or organizations, and they often involve interviews and observation in addition to secondary research.

A sales case study is a great way to learn how to make a sale. This sales case study has shown you how to make a sale in 7 steps. By following these simple steps, you’ll be well on your way to becoming a top-performing salesman or woman!

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

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

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

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

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

What is a marketing case study?

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

Typically, it includes a few key elements:

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

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

What are the different types of case studies in marketing?

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

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

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

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

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

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

Why should you use case studies?

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

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

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

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

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

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

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

1. Email marketing case study: Your Therapy Source

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

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

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

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

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

2. Instagram marketing case study: Converse

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

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

Why is that?

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

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

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

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

This is an example of an explanatory case study.

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

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

3. Content marketing case study: porch.com

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

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

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

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

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

4. SEO case study: Zapier study by Ryan Berg

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

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

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

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

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

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

5. PPC case study: Google Ads and Saraf Furniture

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

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

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

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

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

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

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

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

7. Remarketing case study: AdRoll and Yoga Democracy

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

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

Look at these highlights:

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

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

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

8. Influencer marketing case study: Trend and WarbyParker

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

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

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

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

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

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

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

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

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

10. SaaS case study: Asana and Carta

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

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

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

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

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

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

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

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

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

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

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

Build CTAs into your case study pages

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

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

Share case studies as part of your email marketing campaigns

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

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

Use case study video ads to overcome objections

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

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

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

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

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

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

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

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

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

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

• October 24, 2023

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

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

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

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

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

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

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

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

What Is A Case Study?

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

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

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

What Makes A Good Case Study? 

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

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

Here are some of the tenets of good case studies:

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

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

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

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

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

B2B Case Study Template from Our Team

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

10 Best B2B Case Study Examples To Take Inspiration From

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

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

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

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

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

What follows are several benefits that Plaid offered to Betterment. 

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

2. SalesHandy

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

4. Base Search Marketing

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

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

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

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

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

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

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

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

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

Fewer words. Cleaner decks.

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

6. CoSchedule

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

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

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

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

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

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

7. Wizehire

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

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

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

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

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

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

8. FreshBooks

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

B2B Case Study Examples In Short

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

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

🚀 Customer stories evoke empathy from buyers

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

⬇️ Customer stories lower your prospects’ information cost

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

Zeynep Avan

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100 Best Case Study Questions for Your Next Customer Spotlight

Published: November 29, 2022

Case studies and testimonials are helpful to have in your arsenal. But to build an effective library, you need to ask the right case study questions. You also need to know how to write a case study .

Case studies are customers' stories that your sales team can use to share relevant content with prospects . Not only that, but case studies help you earn a prospect's trust, show them what life would be like as your customer, and validate that your product or service works for your clients.

Before you start building your library of case studies, check out our list of 100 case study questions to ask your clients. With this helpful guide, you'll have the know-how to build your narrative using the " Problem-Agitate-Solve " Method.

What makes a good case study questionnaire?

The ultimate list of case study questions, how to ask your customer for a case study, creating an effective case study.

Certain key elements make up a good case study questionnaire.

A questionnaire should never feel like an interrogation. Instead, aim to structure your case study questions like a conversation. Some of the essential things that your questionnaire should cover include:

• The problem faced by the client before choosing your organization.
• Why they chose your company.
• How your product solved the problem clients faced.
• The measurable results of the service provided.
• Data and metrics that prove the success of your service or product, if possible.

You can adapt these considerations based on how your customers use your product and the specific answers or quotes that you want to receive.

What makes a good case study question?

A good case study question delivers a powerful message to leads in the decision stage of your prospective buyer's journey.

Since your client has agreed to participate in a case study, they're likely enthusiastic about the service you provide. Thus, a good case study question hands the reins over to the client and opens a conversation.

Try asking open-ended questions to encourage your client to talk about the excellent service or product you provide.

Free Case Study Templates

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Categories for the Best Case Study Questions

• Case study questions about the customer's business
• Case study questions about the environment before the purchase
• Case study questions about the decision process
• Case study questions about the customer's business case
• Case study questions about the buying team and internal advocates
• Case study questions about customer success
• Case study questions about product feedback
• Case study questions about willingness to make referrals
• Case study question to prompt quote-worthy feedback
• Case study questions about the customers' future goals

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

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

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Case Study Interview Questions About the Customer's Business

Knowing the customer's business is an excellent way of setting the tone for a case study.

Use these questions to get some background information about the company and its business goals. This information can be used to introduce the business at the beginning of the case study — plus, future prospects might resonate with their stories and become leads for you.

• Would you give me a quick overview of [company]? This is an opportunity for the client to describe their business in their own words. You'll get useful background information and it's an easy prompt to get the client talking.
• Can you describe your role? This will give you a better idea of the responsibilities they are subject to.
• How do your role and team fit into the company and its goals? Knowing how the team functions to achieve company goals will help you formulate how your solution involves all stakeholders.
• How long has your company been in business? Getting this information will help the reader gauge if pain points are specific to a startup or new company vs. a veteran company.
• How many employees do you have? Another great descriptor for readers to have. They can compare the featured company size with their own.
• Is your company revenue available? If so, what is it? This will give your readers background information on the featured company's gross sales.
• Who is your target customer? Knowing who the target audience is will help you provide a better overview of their market for your case study readers.
• How does our product help your team or company achieve its objectives? This is one of the most important questions because it is the basis of the case study. Get specifics on how your product provided a solution for your client. You want to be able to say "X company implemented our solution and achieved Y. "
• How are our companies aligned (mission, strategy, culture, etc.)? If any attributes of your company's mission or culture appealed to the client, call it out.

How many people are on your team? What are their roles? This will help describe key players within the organization and their impact on the implementation of your solution.

Case Study Interview Questions About the Environment Before the Purchase

A good case study is designed to build trust. Ask clients to describe the tools and processes they used before your product or service. These kinds of case study questions will highlight the business' need they had to fulfill and appeal to future clients.

• What was your team's process prior to using our product? This will give the reader a baseline to compare the results for your company's product.
• Were there any costs associated with the process prior to using our product? Was it more expensive? Was it worth the cost? How did the product affect the client's bottom line? This will be a useful metric to disclose if your company saved the client money or was more cost-efficient.
• What were the major pain points of your process prior to using our product? Describe these obstacles in detail. You want the reader to get as much information on the problem as possible as it sets up the reasoning for why your company's solution was implemented.
• Did our product replace a similar tool or is this the first time your team is using a product like this? Were they using a similar product? If so, having this information may give readers a reason to choose your brand over the competition.
• What other challenges were you and your team experiencing prior to using our product? The more details you can give readers regarding the client's struggles, the better. You want to paint a full picture of the challenges the client faced and how your company resolved them.
• Were there any concerns about how your customers would be impacted by using our product? Getting answers to this question will illustrate to readers the client's concerns about switching to your service. Your readers may have similar concerns and reading how your client worked through this process will be helpful.
• Why didn't you buy our product or a similar product earlier? Have the client describe any hesitations they had using your product. Their concerns may be relatable to potential leads.
• Were there any "dealbreakers" involved in your decision to become a customer? Describing how your company was able to provide a solution that worked within those parameters demonstrates how accommodating your brand is and how you put the customer first. It's also great to illustrate any unique challenges the client had. This better explains their situation to the reader.
• Did you have to make any changes you weren't anticipating once you became a customer? Readers of your case study can learn how switching to your product came with some unexpected changes (good or bad) and how they navigated them. If you helped your client with troubleshooting, ask them to explain that here.

How has your perception of the product changed since you've become a customer? Get the interviewee to describe how your product changed how they do business. This includes how your product accomplished what they previously thought was impossible.

Case Study Interview Questions About the Decision Process

Readers of the case study will be interested in which factors influenced the decision-making process for the client. If they can relate to that process, there's a bigger chance they'll buy your product.

The answers to these questions will help potential customers through their decision-making process.

• How did you hear about our product? If the client chose to work with you based on a recommendation or another positive case study, include that. It will demonstrate that you are a trusted brand with an established reputation for delivering results.
• How long had you been looking for a solution to this problem? This will add to the reader's understanding of how these particular challenges impacted the company before choosing your product.
• Were you comparing alternative solutions? Which ones? This will demonstrate to readers that the client explored other options before choosing your company.
• Would you describe a few of the reasons you decided to buy our product? Ask the interviewee to describe why they chose your product over the competition and any benefits your company offered that made you stand out.
• What were the criteria you used when deciding to buy our product? This will give readers more background insight into the factors that impacted their decision-making process.
• Were there any high-level initiatives or goals that prompted the decision to buy? For example, was this decision motivated by a company-wide vision? Prompt your clients to discuss what lead to the decision to work with you and how you're the obvious choice.
• What was the buying process like? Did you notice anything exceptional or any points of friction? This is an opportunity for the client to comment on how seamless and easy you make the buying process. Get them to describe what went well from start to finish.
• How would you have changed the buying process, if at all? This is an opportunity for you to fine-tune your process to accommodate future buyers.
• Who on your team was involved in the buying process? This will give readers more background on the key players involved from executives to project managers. With this information, readers can see who they may potentially need to involve in the decision-making process on their teams.

Case Study Interview Questions About the Customer's Business Case

Your case study questions should ask about your product or solution's impact on the customer's employees, teams, metrics, and goals. These questions allow the client to praise the value of your service and tell others exactly what benefits they derived from it.

When readers review your product or service's impact on the client, it enforces the belief that the case study is credible.

• How long have you been using our product? This will help readers gauge how long it took to see results and your overall satisfaction with the product or service.
• How many different people at your company use our product? This will help readers gauge how they can adapt the product to their teams if similar in size.
• Are there multiple departments or teams using our product? This will demonstrate how great of an impact your product has made across departments.
• How do you and your team currently use the product? What types of goals or tasks are you using the product to accomplish? Get specifics on how the product actively helps the client achieve their goals.
• If other teams or departments are using our product, do you know how they're using it? With this information, leads can picture how they can use your product across their teams and how it may improve their workflow and metrics.
• What was the most obvious advantage you felt our product offered during the sales process? The interviewee should explain the benefits they've gained from using your product or service. This is important for convincing other leads you are better than the competition.
• Were there any other advantages you discovered after using the product more regularly? Your interviewee may have experienced some additional benefits from using your product. Have them describe in detail what these advantages are and how they've helped the company improve.
• Are there any metrics or KPIs you track with our product? What are they? The more numbers and data the client can provide, the better.
• Were you tracking any metrics prior to using our product? What were they? This will allow readers to get a clear, before-and-after comparison of using your product.
• How has our product impacted your core metrics? This is an opportunity for your clients to drive home how your product assisted them in hitting their metrics and goals.

Case Study Interview Questions About the Buying Team and Internal Advocates

See if there are any individuals at the customer's company who are advocates for your product.

• Are there any additional team members you consider to be advocates for our product? For example, does anyone stick out as a "power user" or product expert on your team? You may want to interview and include these power users in your case study as well. Consider asking them for tips on using your service or product.
• Is there anyone else on your team you think we should talk to? Again, the more people can share their experience using your product, the better.
• Are there any team members who you think might not be the biggest fans of our product or who might need more training? Providing extra support to those struggling with your product may improve their user experience and turn into an opportunity to not only learn about their obstacles but turn them into a product fan
• Would you share some details about how your team implemented our product? Get as much information as possible about the rollout. Hopefully, they'll gush about how seamless the process was.
• Who from your company was involved in implementing our product? This will give readers more insight into who needs to be involved for a successful rollout of their own.
• Were there any internal risks or additional costs involved with implementing our product? If so, how did you address them? This will give insight into the client's process and rollout and this case study question will likely provide tips on what potential leads should be on the lookout for.
• Is there a training process in place for your team's use of our product? If so, what does it look like? If your company provided support and training to the client, have them describe that experience.
• About how long does it take a new team member to get up to speed with our product? This will help leads determine how much time it will take to onboard an employee to your using your product. If a new user can quickly get started seamlessly, it bodes well for you.
• What was your main concern about rolling this product out to your company? Describing their challenges in detail will provide readers with useful insight.

Case Study Interview Questions About Customer Success

Has the customer found success with your product? Ask these questions to learn more.

• By using our product can you measure any reduced costs? If it has, you'll want to emphasize those savings in your case study.
• By using our product can you measure any improvements in productivity or time savings? Any metrics or specific stories your interviewee can provide will help demonstrate the value of your product.
• By using our product can you measure any increases in revenue or growth? Again, say it with numbers and data whenever possible.
• Are you likely to recommend our product to a friend or colleague? Recommendations from existing customers are some of the best marketing you can get.
• How has our product impacted your success? Your team's success? Getting the interviewee to describe how your product played an integral role in solving their challenges will show leads that they can also have success using your product.
• In the beginning, you had XYZ concerns; how do you feel about them now? Let them explain how working with your company eliminated those concerns.
• I noticed your team is currently doing XYZ with our product. Tell me more about how that helps your business. Illustrate to your readers how current customers are using your product to solve additional challenges. It will convey how versatile your product is.
• Have you thought about using our product for a new use case with your team or at your company? The more examples of use cases the client can provide, the better.
• How do you measure the value our product provides? Have the interviewee illustrate what metrics they use to gauge the product's success and how. Data is helpful, but you should go beyond the numbers. Maybe your product improved company morale and how teams work together.

Case Study Interview Questions About Product Feedback

Ask the customer if they'd recommend your product to others. A strong recommendation will help potential clients be more open to purchasing your product.

• How do other companies in this industry solve the problems you had before you purchased our product? This will give you insight into how other companies may be functioning without your product and how you can assist them.
• Have you ever talked about our product to any of your clients or peers? What did you say? This can provide you with more leads and a chance to get a referral.
• Why would you recommend our product to a friend or client? Be sure they pinpoint which features they would highlight in a recommendation.
• Can you think of any use cases your customers might have for our product? Similar industries may have similar issues that need solutions. Your interviewee may be able to provide a use case you haven't come up with.
• What is your advice for other teams or companies who are tackling problems similar to those you had before you purchased our product? This is another opportunity for your client to talk up your product or service.
• Do you know someone in X industry who has similar problems to the ones you had prior to using our product? The client can make an introduction so you can interview them about their experience as well.
• I noticed you work with Company Y. Do you know if they are having any pain points with these processes? This will help you learn how your product has impacted your client's customers and gain insight into what can be improved.
• Does your company participate in any partner or referral programs? Having a strong referral program will help you increase leads and improve customer retention.
• Can I send you a referral kit as a thank-you for making a referral and give you the tools to refer someone to us? This is a great strategy to request a referral while rewarding your existing customers.
• Are you interested in working with us to produce additional marketing content? The more opportunities you can showcase happy customers, the better.

Case Study Interview Questions About Willingness to Make Referrals

• How likely are you to recommend our product to a friend or client? Ideally, they would definitely refer your product to someone they know.
• Can you think of any use cases your customers might have for our product? Again, your interviewee is a great source for more leads. Similar industries may have similar issues that need solutions. They may be able to provide a use case you haven't come up with.
• I noticed you work with Company Y; do you know if they are having any pain points with these processes? This will help you learn how your product has impacted your client's customers and gain insight into what can be improved.

Case Study Interview Questions to Prompt Quote-Worthy Feedback

Enhance your case study with quotable soundbites from the customer. By asking these questions, prospects have more insight into other clients and their success with your product — which helps build trust.

• How would you describe your process in one sentence prior to using our product? Ideally, this sentence would quickly and descriptively sum up the most prominent pain point or challenge with the previous process.
• What is your advice to others who might be considering our product? Readers can learn from your customer's experience.
• What would your team's workflow or process be like without our product? This will drive home the value your product provides and how essential it is to their business.
• Do you think the investment in our product was worthwhile? Why? Have your customer make the case for the value you provide.
• What would you say if we told you our product would soon be unavailable? What would this mean to you? Again, this illustrates how integral your product is to their business.
• How would you describe our product if you were explaining it to a friend? Your customers can often distill the value of your product to their friends better than you can.
• What do you love about your job? Your company? This gives the reader more background on your customer and their industry.
• What was the worst part of your process before you started using our product? Ideally, they'd reiterate how your product helped solve this challenge.
• What do you love about our product? Another great way to get the customer's opinion about what makes your product worth it.
• Why do you do business with us? Hopefully, your interviewee will share how wonderful your business relationship is.

Case Study Interview Questions About the Customers' Future Goals

Ask the customer about their goals, challenges, and plans for the future. This will provide insight into how a business can grow with your product.

• What are the biggest challenges on the horizon for your industry? Chances are potential leads within the same industry will have similar challenges.
• What are your goals for the next three months? Knowing their short-term goals will enable your company to get some quick wins for the client.
• How would you like to use our product to meet those challenges and goals? This will help potential leads understand that your product can help their business as they scale and grow.
• Is there anything we can do to help you and your team meet your goals? If you haven't covered it already, this will allow your interviewee to express how you can better assist them.
• Do you think you will buy more, less, or about the same amount of our product next year? This can help you gauge how your product is used and why.
• What are the growth plans for your company this year? Your team? This will help you gain insight into how your product can help them achieve future goals.
• How can we help you meet your long-term goals? Getting specifics on the needs of your clients will help you create a unique solution designed for their needs.
• What is the long-term impact of using our product? Get their feedback on how your product has created a lasting impact.
• Are there any initiatives that you personally would like to achieve that our product or team can help with? Again, you want to continue to provide products that help your customers excel.
• What will you need from us in the future? This will help you anticipate the customer's business needs.
• Is there anything we can do to improve our product or process for working together in the future? The more feedback you can get about what is and isn't working, the better.

Before you can start putting together your case study, you need to ask your customer's permission.

If you have a customer who's seen success with your product, reach out to them. Use this template to get started:

Thank you & quick request

Hi [customer name],

Thanks again for your business — working with you to [solve X, launch Y, take advantage of Z opportunity] has been extremely rewarding, and I'm looking forward to more collaboration in the future.

[Name of your company] is building a library of case studies to include on our site. We're looking for successful companies using [product] to solve interesting challenges, and your team immediately came to mind. Are you open to [customer company name] being featured?

It should be a lightweight process — [I, a product marketer] will ask you roughly [10, 15, 20] questions via email or phone about your experience and results. This case study will include a blurb about your company and a link to your homepage (which hopefully will make your SEO team happy!)

In any case, thank you again for the chance to work with you, and I hope you have a great week.

[Your name]

If one of your customers has recently passed along some praise (to you, their account manager, your boss; on an online forum; to another potential customer; etc.), then send them a version of this email:

Hey [customer name],

Thanks for the great feedback — I'm really glad to hear [product] is working well for you and that [customer company name] is getting the results you're looking for.

My team is actually in the process of building out our library of case studies, and I'd love to include your story. Happy to provide more details if you're potentially interested.

Either way, thank you again, and I look forward to getting more updates on your progress.

You can also find potential case study customers by usage or product data. For instance, maybe you see a company you sold to 10 months ago just bought eight more seats or upgraded to a new tier. Clearly, they're happy with the solution. Try this template:

I saw you just [invested in our X product; added Y more users; achieved Z product milestone]. Congratulations! I'd love to share your story using [product] with the world -- I think it's a great example of how our product + a dedicated team and a good strategy can achieve awesome results.

Are you open to being featured? If so, I'll send along more details.

Case Study Benefits

• Case studies are a form of customer advocacy.
• Case studies provide a joint-promotion opportunity.
• Case studies are easily sharable.
• Case studies build rapport with your customers.
• Case studies are less opinionated than customer reviews.

1. Case studies are a form of customer advocacy.

If you haven't noticed, customers aren't always quick to trust a brand's advertisements and sales strategies.

With every other brand claiming to be the best in the business, it's hard to sort exaggeration from reality.

This is the most important reason why case studies are effective. They are testimonials from your customers of your service. If someone is considering your business, a case study is a much more convincing piece of marketing or sales material than traditional advertising.

2. Case studies provide a joint-promotion opportunity.

Your business isn't the only one that benefits from a case study. Customers participating in case studies benefit, too.

Think about it. Case studies are free advertisements for your customers, not to mention the SEO factor, too. While they're not promoting their products or services, they're still getting the word out about their business. And, the case study highlights how successful their business is — showing interested leads that they're on the up and up.

3. Case studies are easily sharable.

No matter your role on the sales team, case studies are great to have on hand. You can easily share them with leads, prospects, and clients.

Whether you embed them on your website or save them as a PDF, you can simply send a link to share your case study with others. They can share that link with their peers and colleagues, and so on.

Case studies can also be useful during a sales pitch. In sales, timing is everything. If a customer is explaining a problem that was solved and discussed in your case study, you can quickly find the document and share it with them.

4. Case studies build rapport with your customers.

While case studies are very useful, they do require some back and forth with your customers to obtain the exact feedback you're looking for.

Even though time is involved, the good news is this builds rapport with your most loyal customers. You get to know them on a personal level, and they'll become more than just your most valuable clients.

And, the better the rapport you have with them, the more likely they'll be to recommend your business, products, or services to others.

5. Case studies are less opinionated than customer reviews.

Data is the difference between a case study and a review. Customer reviews are typically based on the customer's opinion of your brand. While they might write a glowing review, it's completely subjective and there's rarely empirical evidence supporting their claim.

Case studies, on the other hand, are more data-driven. While they'll still talk about how great your brand is, they support this claim with quantitative data that's relevant to the reader. It's hard to argue with data.

An effective case study must be genuine and credible. Your case study should explain why certain customers are the right fit for your business and how your company can help meet their specific needs. That way, someone in a similar situation can use your case study as a testimonial for why they should choose your business.

Use the case study questions above to create an ideal customer case study questionnaire. By asking your customers the right questions, you can obtain valuable feedback that can be shared with potential leads and convert them into loyal customers.

Editor’s Note: This article was originally published in June 2021 and has been updated for comprehensiveness.

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Case Study: Growing Your Sales Organization Beyond The Deal

Sales teams are the lifeblood of every company that has reached a certain stage in their growth trajectory. Whether sales are stagnant or growing, many leaders of sales teams face the same challenges – they need to understand why their methodologies worked or didn’t work, so that insights and learnings can be shared throughout.

In either of these scenarios, the sales organization needs a solution to navigate through underperformance or growing pains. Sales managers need to understand where things get stuck in the sales process, so that they can provide their teams with the skills and training necessary to close deals. In the following case study, you will learn how a high-growth company uses a software solution to respond to these challenges.

Growing Beyond the Deal

The ability to ask pointed questions , gather information, consolidate learnings, and coach individual sales reps is incredibly valuable; yet difficult. Unfortunately, for many growing teams with first-time managers , they are underprepared to coach and develop their sales reps. But when done right, talent development translates to more revenue, lower attrition, and a better culture that attracts more A-players .

Most sales people measure their careers by how many deals they get done or how many quarters they made quota. But some employees eventually want to develop their careers by managing people. They may have been amazing sales reps, but they lack management training. Without development opportunities, many sales reps begin looking for work elsewhere.

Focusing on Talent Development

Turnover is a major issue for sales teams. A survey by The Bridge Group and For Entrepreneurs of 342 B2B SaaS companies, found the average turnover rate for sales reps is now 34%, the majority of which is involuntary.

The same research suggests that one in ten companies experiences turnover rates above 55%. And research by Glassdoor indicates that of 1,000 salespeople surveyed across industries, more than 68% plan to look for a new job in the next year, and 45% plan to look in the next three months.

Career advancement is an important factor to keep your best people. Successful companies will create frameworks so that employees can be promoted to management and leadership roles. To do this, it calls for better coaching from managers and a focus on talent development throughout the organization.

Founded in 2008, WePay provides everything an online marketplace or cloud software provider needs to provide integrated payments from within their app while maintaining trust and safety. This includes not just credit card processing, but also complete solutions for managing fraud risk, regulatory compliance, and customer support provided at no extra cost.

Common Sales Challenges

Kurt Bilafer, Chief Revenue Officer at WePay, sought a way to capture tribal knowledge stored in the minds of employees and convert it into institutional knowledge. WePay also had some issues around sales enablement and needed to understand where things were getting stuck in the sales process. Over the 20+ months since Kurt has been leading sales, the company grew from 65 to over 200 people.

Kurt has run sales teams for over two decades, and has used the 5-15 methodology since 2003 as a great way to check in with employees on what’s holding them back or going well instead of just focusing on the tactics of a particular deal.

Individual contributors use the 5-15 process to recap the good and the bad of each workweek. That information cascades up as managers summarize the feedback from individual contributors within minutes. For example, responses to “what are you hearing about our competition?” then get passed up to the CEO.

The old way of managing a sales team was to do a deal-review each week. After an hour of walking through all of the deals, managers would spend only several minutes actually coaching or guiding them. The questions asked outside of the deal-review were not standard or consistent across the team.

The Solution

Kurt now uses 15Five , an automated version of the 5-15 methodology to manage at the deal level also. Every week his sales-people provide details about what’s happening in their particular deals.

Additionally, he is provided detail on overall trends, obstacles, and cross functional wins, as well as highlighting the professional development of team members. With this feedback, Kurt can pinpoint where he needs to allocate more of his coaching time to efficiently influence specific deals.

Kurt sets consistent questions across the group and sees the common themes of what’s going on. For example, his SDRs are capturing all of the biggest objections that they receive early in the sales cycle. 15Five was able to help isolate several different themes that the marketing team then used to develop new sales materials.

One of the most impactful benefits of using 15Five is the ability to quickly see where people are off course and realign the team. With the channel of open and transparent communication the app provides, Kurt spends less time on status updates and more time focused on coaching and maximizing talent.

The deceivingly simple practice of asking questions allows employees to engage in much needed reflection. Managers can respond with support, essentially becoming coaches that bring out the best in their people. Sales managers in particular can quickly help individual reps improve, so that they can achieve their quotas while elevating their team culture. And all this translates to longer tenure at the company for top employees.

Image Credit : Duncan Hull 

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Retail Point of Sale Software: A Case Study 

• Post author: Maryliya M J
• Post published: January 23, 2024
• Reading time: 12 mins read

Retail Point of Sale (POS) Software: A Case Study 

Table of contents.

Retail Point of Sale ( POS ) software has become an integral part of modern retail businesses, revolutionizing the way transactions are processed and managed. This software not only handles sales transactions but also offers a wide range of features, such as inventory management, customer relationship management (CRM), and reporting capabilities, that streamline operations and enhance overall business performance.

Introduction to Retail Point of Sale Software

What is retail pos software.

Retail Point of Sale Software is like a superhero for retail businesses. It’s a software system that helps you manage all aspects of your sales transactions, from ringing up purchases to tracking inventory and everything in between. It’s the brain behind the cash register, making the lives of retail store owners and employees a whole lot easier.

Importance of Retail POS Software in the Modern Retail Industry

In the fast-paced world of retail, time is money. Retail POS software is the secret weapon that empowers businesses to streamline operations, enhance customer service, and boost sales. With features like inventory management, sales tracking, and customer relationship management, retail POS software keeps business owners in control and customers happy. It’s like having a personal assistant who never takes a lunch break.

Key Features and Benefits of Retail POS Software

Inventory management and tracking.

No more guessing games with inventory management! Retail POS software helps you keep track of what’s on your shelves, what’s flying off them, and what’s gathering dust. It sends out automatic alerts when you’re running low on a product, making restocking a breeze. Say goodbye to the days of disappointing customers with out-of-stock items.

Sales and Transaction Management

Gone are the days of manually recording sales and painstakingly tallying up receipts. Retail POS software simplifies the sales process by automating transactions, providing accurate pricing, and keeping a record of every sale. It keeps the chaos in check, making sure your cash register is always in harmony.

Customer Relationship Management (CRM)

Building relationships with customers is the holy grail of retail success, and retail POS software is here to lend a helping hand. It stores customer information, purchase history, and even preferences, allowing you to provide personalized experiences and targeted promotions. It’s like having a memory that never forgets a friendly face or a favorite product.

Reporting and Analytics

Numbers may not be everyone’s cup of tea, but they’re crucial for business growth. Retail POS software comes armed with reporting and analytics tools that crunch the numbers so you don’t have to. It provides valuable insights into sales trends, popular products, and customer behavior. It’s like having your own personal data scientist, just without the white lab coat.

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About the client.

Our client, a small retail business, faced challenges with manual sales processes, inventory tracking, and customer engagement. Recognizing the need for an efficient solution, they sought a Retail Point of Sale (POS) Software, based on .NET, to streamline transactions and enhance overall customer satisfaction. The primary goal was to create a user-friendly POS system that integrates with inventory management, tracks sales in real-time, and provides customer relationship tools for personalized shopping experiences. 

Project Overview

The project aimed to develop a comprehensive .NET-based Retail POS Software to address the client’s challenges. The primary objectives included providing tools for seamless transactions, real-time sales tracking, and customer engagement for a more personalized shopping experience. 

The Challenges

• Manual Sales Processes: Inefficiencies in manual sales processes leading to errors and delays. 
• Inventory Tracking Difficulties: Difficulty in tracking inventory levels and managing stock efficiently. 
• Lack of Customer Engagement: The absence of tools for engaging customers and providing a personalized shopping experience. 

The Solution

Our team of experienced developers and project managers collaborated to design and implement a comprehensive .NET-based Retail POS Software. The solution included features for seamless transactions, real-time sales tracking, and customer relationship tools to enhance overall customer satisfaction. 

Key Features of the Retail POS Software

• Seamless Transactions: Intuitive interface for fast and error-free transactions at the point of sale. 
• Real-time Sales Tracking: Comprehensive tools for tracking sales in real-time, providing insights for decision-making. 
• Inventory Management Integration: Seamless integration with inventory management for efficient stock tracking and management. 
• Customer Relationship Tools: Features for customer engagement, loyalty programs, and personalized shopping experiences. 

Technologies Utilized

Development Stack: .NET, ASP.NET MVC 

Database: SQL Server 

Integration: Web API, REST APIs 

User Interface Design: User-friendly design for a smooth checkout experience. 

The Outcome

The Retail POS Software was successfully deployed, resulting in significant improvements in sales processes, inventory management, and customer engagement. The seamless transaction interface, real-time sales tracking, inventory management integration, and customer relationship tools contributed to a more efficient and customer-centric retail experience. 

Our team’s expertise in developing a tailored Retail POS Software using .NET technologies effectively addressed the client’s challenges. The implementation of seamless transaction features, real-time sales tracking, inventory management integration, and customer engagement tools contributed to a successful transformation of the retail business. 

In conclusion, retail point of sale (POS) software has proven to be a game-changer for businesses in the retail industry. Its advanced features and capabilities have enabled retailers to streamline their operations, improve efficiency, and enhance the overall customer experience. Through this case study, we have seen how the careful selection and implementation of retail POS software can lead to remarkable results, including increased sales, improved accuracy, and enhanced business performance.

However, successful adoption of POS software requires thorough assessment of business needs, collaboration with vendors, and ongoing training and support for staff. As we look to the future, we can expect continued advancements in cloud-based solutions, artificial intelligence, and data security that will further transform the retail POS landscape. With its ability to drive operational excellence and optimize customer interactions, retail POS software remains a vital tool for businesses aiming to thrive in the competitive retail market.

Are you struggling with manual sales processes and inventory management? Contact us today to explore how our expertise in Retail POS Software development can transform your retail operations and enhance overall customer satisfaction. 

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The state of EV charging in America: Harvard research shows chargers 78% reliable and pricing like the ‘Wild West’

Featuring Omar Asensio . By Barbara DeLollis and Glen Justice on June 26, 2024 .

BiGS Actionable Intelligence:

BOSTON — New data-driven research led by a Harvard Business School fellow reveals a significant obstacle to increasing electric vehicle (EV) sales and decreasing carbon emissions in the United States: owners’ deep frustration with the state of charging infrastructure, including unreliability, erratic pricing, and lack of charging locations.

The research proves that frustration extends beyond “range anxiety,” the common fear that EV batteries won't maintain enough charge to reach a destination. Current EV drivers don’t see that as a dominant issue. Instead, many have "charge anxiety," a fear about keeping an EV powered and moving, according to scholar Omar Asensio, the climate fellow at HBS’s Institute for the Study of Business in Global Society (BiGS) who led the study.

Asensio’s research is based on a first-ever examination of more than 1 million charging station reviews by EV drivers across North America, Europe, and Asia written over 10 years. In their reviews, these drivers described how they regularly encounter broken and malfunctioning chargers, erratic and secretive pricing, and even “charging deserts” — entire counties in states such as Washington and Virginia that don’t have a single public charger and that have even lost previously available chargers. EV drivers also routinely watch gas-engine vehicle drivers steal parking spots reserved for EV charging.

Asensio said that listening to the current drivers — owners rather than potential buyers — provides a new window on the state of America’s charging system because drivers are incredibly candid about their experiences.

“It’s different than what any one company or network would want you to believe,” said Asensio, who is also an associate professor at the Georgia Institute of Technology . He added that most charging providers don’t share their data and have few regulatory incentives to do so.

Research: EV chargers less reliable than gas pumps

One of the study’s main findings, discovered using customized artificial intelligence (AI) models trained on EV review data, is that charging stations in the U.S. have an average reliability score of only 78%, meaning that about one in five don’t work. They are, on average, less reliable than regular gas stations, Asensio said. “Imagine if you go to a traditional gas station and two out of 10 times the pumps are out of order,” he said. “Consumers would revolt.”

Elizabeth Bruce, director, Microsoft Innovation and Society, said, "This project is a great example of how increasing access to emerging AI technologies enables researchers to better understand how we can build a more sustainable and equitable society.”

Asensio’s research is timely as U.S. policymakers, entrepreneurs, automakers such as General Motors and Tesla , and others grapple with how to develop the nation’s charging network, who should finance it, and who should maintain it. Because charging influences vehicle sales and the ability to meet emissions targets, it’s a serious question. EV sales have climbed, topping 1 million in 2023, but concerns over batteries and charging could slow that growth.

Today, there are more than 64,000 public EV charging stations in the U.S., according to the U.S. Department of Energy's Alternative Fuels Data Center. Experts say that the nation needs many times more to make a smooth, sustainable, and equitable transition away from gas-powered vehicles — and to minimize the anxiety surrounding EVs.

“I couldn’t even convince my mother to buy an EV recently,” Asensio said. “Her decision wasn’t about the price. She said charging isn’t convenient enough yet to justify learning an entirely new way of driving.”

Reviews give voice to 1 million drivers

An economist and engineer by training, Asensio has been studying EV infrastructure since its infancy in 2010. At that time, the consensus among experts was that the private sector would finance a flourishing charging network, Asensio said. But that didn’t happen at the scale expected, which sparked his curiosity about how the charging market would emerge at points of interest rather than only near highways.

To get answers, Asensio focused on consumer reviews “because they offer objective, unsolicited evidence of peoples’ experience,” he said.

The smartphone apps that EV drivers use to pay for charging sessions allow them to review each station for factors such as functionality and pricing in real-time, much like consumers do on Yelp or Amazon. Asensio and his team, supported by Microsoft and National Science Foundation awards, spent years building models and training AI tools to extract insights and make predictions from drivers leaving these reviews in more than 72 languages.

Until now, this type of data hasn’t existed anywhere, leaving consumers, policymakers, and business leaders — including auto industry executives — in the dark.

Research reveals five facts about EV life

Here are some of the top findings from Asensio’s research about public EV charging stations:

Reliability problems. EV drivers often find broken equipment, making charging unreliable at best and simply not as easy as the old way of topping off a tank of gas. The reason? “No one’s maintaining these stations,” Asensio said. Entrepreneurs are already stepping in with a solution. For example, at Harvard Business School’s climate conference in April 2023, ChargerHelp! Co-founder Evette Ellis explained that her Los Angeles-based technology startup trains people to operate and maintain public charging stations. But until quality control improves nationwide, drivers will likely continue to encounter problems.

Driver clashes. One consumer complaint that surprised Asensio was a mysterious gripe from drivers about “getting ICE’d.” The researchers didn’t know what it meant, so they did some digging and discovered that ICE stands for “internal combustion engine.” EV drivers adopted the term to grouse about gas-fueled car drivers stealing their public EV charger spots for parking.

Price confusion. Drivers are vexed by the pricing they encounter at public charging stations, which are owned by a mix of providers, follow different pricing models, and do not regularly disclose pricing information. The result is often surprises on the road. As one reviewer wrote, “$21.65 to charge!!!!!!! Holy moly!!!! Don’t come here unless you are desperate!!”

Equity questions. Public charging stations are not equally distributed across the U.S., concentrated more heavily in large population centers and wealthy communities and less so in rural areas and smaller cities. The result is that drivers have disparate experiences, well-served in some areas and starved in others. Some parts of the country have become “charging deserts,” with no station at all.

Commercial questions. Commercial drivers in many areas can’t find enough public EV charging stations to reliably charge their cars. Here too, drivers are having very different experiences, well-supplied in some areas and not in others.

‘Wild West’ pricing is a major pain point

The research shows that EV drivers are dissatisfied with EV charging station pricing models, likening the situation to the “Wild West.” Indeed, vehicle charging is both unregulated and non-transparent.

Pricing can vary substantially by facility, level of demand, time of day, and other factors, including the type of charger available. A 45-minute fast charger may have one price, while a traditional charger that takes 3 to 5 hours may have another. Pricing can also change by the hour, based on market conditions.

Unlike traditional gas stations, which often display fuel prices on lighted signs, EV stations rarely advertise what charging will cost. Drivers often arrive without any information on what to expect or how to make comparisons, because there’s no reliable way for consumers to find the most cost-effective places to charge. “The government has a source that lists all locations, but not in real-time,” Asensio said. “You might need five different apps to figure it out.”

The driver reviews in Asensio’s data reflect the irritation caused by the current system. “People are getting frustrated because they don’t feel like they’re getting their money’s worth,” he said.

Why is the charging network so opaque? Research conducted by Asensio and his colleagues in 2021 found that charging station hosts, in the absence of regulation, have no incentive to share data — and they don’t. Station hosts are typically privately owned, highly decentralized, not well-monitored, and have highly varied patterns of demand and pricing.

The lack of transparency prevents researchers — and journalists — from investigating trends. In stark contrast to headlines trumpeting the ups and downs of gas prices, news organizations are not reporting on differential pricing among EV charging stations.

‘Charging deserts’ emerge

With municipal, state, and federal governments all pushing to increase the number of electric vehicles on the road and decrease carbon emissions, experts agree that America will need more charging stations — a lot more.

Looking only at Level 2 chargers, which top off an EV battery in 3 to 5 hours and are the most common type, S&P Global Mobility estimates a need for 1.2 million nationwide by 2027 and almost twice that by 2030. That’s in addition to in-home chargers.

Of course, that assumes robust growth in EV sales. “The transition to a vehicle market dominated by electric vehicles (EVs) will take years to fully develop, but it has begun,” said Ian McIlravey, an analyst at S&P. “With the transition comes a need to evolve the public vehicle charging network, and today's charging infrastructure is insufficient to support a drastic increase in the number of EVs in operation.”

Making matters more difficult, the chargers that do exist are not evenly distributed. Predictably, the places with the most public chargers installed are those with the highest number of registered electric vehicles, including states like California, Florida, and Texas. Yet, even as the federal government invests billions in new charging stations, many of them along major transportation corridors, places are left behind.

Asensio’s research shows that small urban centers and rural areas attract fewer public charging stations, and in some cases, there are “charging deserts” with no facilities at all — and they may not be where you think.

For example, electric vehicles are popular in Washington state, which ranked fourth in number of EV registrations and sixth in number of public charging stations in 2023. Yet Ferry County , an area outside Spokane with about 7,500 residents, where the average commute is 25 minutes and the median income is about $46,000, had only one charging station for several years. And now there are none.

Similarly, Virginia ranked 11th in EV registrations and 13th in public chargers in 2023. There, researchers found Wise County, an area outside Roanoke and Knoxville, Tennessee, with about 3,500 residents and a median income of almost $45,000. The county has an average commute time of 22 minutes, but there are no public charging stations available.

EV charging presents a classic “chicken and egg” situation, begging the question of whether cars or charging facilities must come first. However, a lack of public charging in areas like Ferry County and Wise County makes electric vehicle adoption difficult.

As American drivers debate whether to swap their gas-powered vehicles for EVs and lower emissions, Asensio said research should play a larger role. Policymakers, auto manufacturers, entrepreneurs, and investors need more and better data to build infrastructure where it’s needed, provide reliable charging, and facilitate EV sales.

“How [else] can we make effective decisions about the economics of EVs?” Asensio said.

General Motors: ‘Anxiety around EV charging’

Omar Vargas, head of public policy at General Motors, emphasized the importance of public EV charging infrastructure to driving EV adoption during an interview with The BiGS Fix at one of BiGS’ business leadership roundtables in Northern Virginia.

“We're looking at what are the best places to install an EV charging station for a community,” Vargas said. “The anxiety around EV charging is an inhibitor to EV adoption.”

Beyond the public investment in rolling out charging infrastructure, GM (whose brands include Chevrolet and Cadillac) has committed $750 million in private capital to the development of EV charging stations. It is partnering with car dealerships and other companies. For instance, GM is testing charging stations at Flying J rest stops.

GM, which reported full-year revenue of $171.8 billion for 2023 , also is joining community partnership efforts that are being formed to secure federal dollars through state and local governments. “We're helping that kind of planning, and we're pretty confident that in the next couple of years, we're going to have a vigorous EV charging network in the United States,” Vargas said.

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Storing electric energy generated by a photovoltaic installation to increase profit from its sale—case study in poland.

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Michalski, M.; Polański, J.; Nemś, M. Storing Electric Energy Generated by a Photovoltaic Installation to Increase Profit from Its Sale—Case Study in Poland. Sustainability 2024 , 16 , 5635. https://doi.org/10.3390/su16135635

Michalski M, Polański J, Nemś M. Storing Electric Energy Generated by a Photovoltaic Installation to Increase Profit from Its Sale—Case Study in Poland. Sustainability . 2024; 16(13):5635. https://doi.org/10.3390/su16135635

Michalski, Marcin, Jakub Polański, and Magdalena Nemś. 2024. "Storing Electric Energy Generated by a Photovoltaic Installation to Increase Profit from Its Sale—Case Study in Poland" Sustainability 16, no. 13: 5635. https://doi.org/10.3390/su16135635

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