sales problems case study

• Design for Business
• Most Recent
• Presentations
• Infographics
• Data Visualizations
• Forms and Surveys
• Video & Animation
• Case Studies
• Digital Marketing
• Design Inspiration
• Visual Thinking
• Product Updates
• Visme Webinars
• Artificial Intelligence

15 Real-Life Case Study Examples & Best Practices

Written by: Oghale Olori

Case studies are more than just success stories.

They are powerful tools that demonstrate the practical value of your product or service. Case studies help attract attention to your products, build trust with potential customers and ultimately drive sales.

It’s no wonder that 73% of successful content marketers utilize case studies as part of their content strategy. Plus, buyers spend 54% of their time reviewing case studies before they make a buying decision.

To ensure you’re making the most of your case studies, we’ve put together 15 real-life case study examples to inspire you. These examples span a variety of industries and formats. We’ve also included best practices, design tips and templates to inspire you.

Let’s dive in!

Table of Contents

What is a case study, 15 real-life case study examples, sales case study examples, saas case study examples, product case study examples, marketing case study examples, business case study examples, case study faqs.

• A case study is a compelling narrative that showcases how your product or service has positively impacted a real business or individual. 
• Case studies delve into your customer's challenges, how your solution addressed them and the quantifiable results they achieved.
• Your case study should have an attention-grabbing headline, great visuals and a relevant call to action. Other key elements include an introduction, problems and result section.
• Visme provides easy-to-use tools, professionally designed templates and features for creating attractive and engaging case studies.

A case study is a real-life scenario where your company helped a person or business solve their unique challenges. It provides a detailed analysis of the positive outcomes achieved as a result of implementing your solution.

Case studies are an effective way to showcase the value of your product or service to potential customers without overt selling. By sharing how your company transformed a business, you can attract customers seeking similar solutions and results.

Case studies are not only about your company's capabilities; they are primarily about the benefits customers and clients have experienced from using your product.

Every great case study is made up of key elements. They are;

• Attention-grabbing headline: Write a compelling headline that grabs attention and tells your reader what the case study is about. For example, "How a CRM System Helped a B2B Company Increase Revenue by 225%.
• Introduction/Executive Summary: Include a brief overview of your case study, including your customer’s problem, the solution they implemented and the results they achieved.
• Problem/Challenge: Case studies with solutions offer a powerful way to connect with potential customers. In this section, explain how your product or service specifically addressed your customer's challenges.
• Solution: Explain how your product or service specifically addressed your customer's challenges.
• Results/Achievements : Give a detailed account of the positive impact of your product. Quantify the benefits achieved using metrics such as increased sales, improved efficiency, reduced costs or enhanced customer satisfaction.
• Graphics/Visuals: Include professional designs, high-quality photos and videos to make your case study more engaging and visually appealing.
• Quotes/Testimonials: Incorporate written or video quotes from your clients to boost your credibility.
• Relevant CTA: Insert a call to action (CTA) that encourages the reader to take action. For example, visiting your website or contacting you for more information. Your CTA can be a link to a landing page, a contact form or your social media handle and should be related to the product or service you highlighted in your case study.

Now that you understand what a case study is, let’s look at real-life case study examples. Among these, you'll find some simple case study examples that break down complex ideas into easily understandable solutions.

In this section, we’ll explore SaaS, marketing, sales, product and business case study examples with solutions. Take note of how these companies structured their case studies and included the key elements.

We’ve also included professionally designed case study templates to inspire you.

1. Georgia Tech Athletics Increase Season Ticket Sales by 80%

Georgia Tech Athletics, with its 8,000 football season ticket holders, sought for a way to increase efficiency and customer engagement.

Their initial sales process involved making multiple outbound phone calls per day with no real targeting or guidelines. Georgia Tech believed that targeting communications will enable them to reach more people in real time.

Salesloft improved Georgia Tech’s sales process with an inbound structure. This enabled sales reps to connect with their customers on a more targeted level. The use of dynamic fields and filters when importing lists ensured prospects received the right information, while communication with existing fans became faster with automation.

As a result, Georgia Tech Athletics recorded an 80% increase in season ticket sales as relationships with season ticket holders significantly improved. Employee engagement increased as employees became more energized to connect and communicate with fans.

Why Does This Case Study Work?

In this case study example , Salesloft utilized the key elements of a good case study. Their introduction gave an overview of their customers' challenges and the results they enjoyed after using them. After which they categorized the case study into three main sections: challenge, solution and result.

Salesloft utilized a case study video to increase engagement and invoke human connection.

Incorporating videos in your case study has a lot of benefits. Wyzol’s 2023 state of video marketing report showed a direct correlation between videos and an 87% increase in sales.

The beautiful thing is that creating videos for your case study doesn’t have to be daunting.

With an easy-to-use platform like Visme, you can create top-notch testimonial videos that will connect with your audience. Within the Visme editor, you can access over 1 million stock photos , video templates, animated graphics and more. These tools and resources will significantly improve the design and engagement of your case study.

Simplify content creation and brand management for your team

• Collaborate on designs , mockups and wireframes with your non-design colleagues
• Lock down your branding to maintain brand consistency throughout your designs
• Why start from scratch? Save time with 1000s of professional branded templates

Sign up. It’s free.

2. WeightWatchers Completely Revamped their Enterprise Sales Process with HubSpot

WeightWatchers, a 60-year-old wellness company, sought a CRM solution that increased the efficiency of their sales process. With their previous system, Weightwatchers had limited automation. They would copy-paste message templates from word documents or recreate one email for a batch of customers.

This required a huge effort from sales reps, account managers and leadership, as they were unable to track leads or pull customized reports for planning and growth.

WeightWatchers transformed their B2B sales strategy by leveraging HubSpot's robust marketing and sales workflows. They utilized HubSpot’s deal pipeline and automation features to streamline lead qualification. And the customized dashboard gave leadership valuable insights.

As a result, WeightWatchers generated seven figures in annual contract value and boosted recurring revenue. Hubspot’s impact resulted in 100% adoption across all sales, marketing, client success and operations teams.

Hubspot structured its case study into separate sections, demonstrating the specific benefits of their products to various aspects of the customer's business. Additionally, they integrated direct customer quotes in each section to boost credibility, resulting in a more compelling case study.

Getting insight from your customer about their challenges is one thing. But writing about their process and achievements in a concise and relatable way is another. If you find yourself constantly experiencing writer’s block, Visme’s AI writer is perfect for you.

Visme created this AI text generator tool to take your ideas and transform them into a great draft. So whether you need help writing your first draft or editing your final case study, Visme is ready for you.

3. Immi’s Ram Fam Helps to Drive Over $200k in Sales

Immi embarked on a mission to recreate healthier ramen recipes that were nutritious and delicious. After 2 years of tireless trials, Immi finally found the perfect ramen recipe. However, they envisioned a community of passionate ramen enthusiasts to fuel their business growth.

This vision propelled them to partner with Shopify Collabs. Shopify Collabs successfully cultivated and managed Immi’s Ramen community of ambassadors and creators.

As a result of their partnership, Immi’s community grew to more than 400 dedicated members, generating over $200,000 in total affiliate sales.

The power of data-driven headlines cannot be overemphasized. Chili Piper strategically incorporates quantifiable results in their headlines. This instantly sparks curiosity and interest in readers.

While not every customer success story may boast headline-grabbing figures, quantifying achievements in percentages is still effective. For example, you can highlight a 50% revenue increase with the implementation of your product.

Take a look at the beautiful case study template below. Just like in the example above, the figures in the headline instantly grab attention and entice your reader to click through.

Having a case study document is a key factor in boosting engagement. This makes it easy to promote your case study in multiple ways. With Visme, you can easily publish, download and share your case study with your customers in a variety of formats, including PDF, PPTX, JPG and more!

4. How WOW! is Saving Nearly 79% in Time and Cost With Visme

This case study discusses how Visme helped WOW! save time and money by providing user-friendly tools to create interactive and quality training materials for their employees. Find out what your team can do with Visme. Request a Demo

WOW!'s learning and development team creates high-quality training materials for new and existing employees. Previous tools and platforms they used had plain templates, little to no interactivity features, and limited flexibility—that is, until they discovered Visme.

Now, the learning and development team at WOW! use Visme to create engaging infographics, training videos, slide decks and other training materials.

This has directly reduced the company's turnover rate, saving them money spent on recruiting and training new employees. It has also saved them a significant amount of time, which they can now allocate to other important tasks.

Visme's customer testimonials spark an emotional connection with the reader, leaving a profound impact. Upon reading this case study, prospective customers will be blown away by the remarkable efficiency achieved by Visme's clients after switching from PowerPoint.

Visme’s interactivity feature was a game changer for WOW! and one of the primary reasons they chose Visme.

“Previously we were using PowerPoint, which is fine, but the interactivity you can get with Visme is so much more robust that we’ve all steered away from PowerPoint.” - Kendra, L&D team, Wow!

Visme’s interactive feature allowed them to animate their infographics, include clickable links on their PowerPoint designs and even embed polls and quizzes their employees could interact with.

By embedding the slide decks, infographics and other training materials WOW! created with Visme, potential customers get a taste of what they can create with the tool. This is much more effective than describing the features of Visme because it allows potential customers to see the tool in action.

To top it all off, this case study utilized relevant data and figures. For example, one part of the case study said, “In Visme, where Kendra’s team has access to hundreds of templates, a brand kit, and millions of design assets at their disposal, their team can create presentations in 80% less time.”

Who wouldn't want that?

Including relevant figures and graphics in your case study is a sure way to convince your potential customers why you’re a great fit for their brand. The case study template below is a great example of integrating relevant figures and data.

This colorful template begins with a captivating headline. But that is not the best part; this template extensively showcases the results their customer had using relevant figures.

The arrangement of the results makes it fun and attractive. Instead of just putting figures in a plain table, you can find interesting shapes in your Visme editor to take your case study to the next level.

5. Lyte Reduces Customer Churn To Just 3% With Hubspot CRM

While Lyte was redefining the ticketing industry, it had no definite CRM system . Lyte utilized 12–15 different SaaS solutions across various departments, which led to a lack of alignment between teams, duplication of work and overlapping tasks.

Customer data was spread across these platforms, making it difficult to effectively track their customer journey. As a result, their churn rate increased along with customer dissatisfaction.

Through Fuelius , Lyte founded and implemented Hubspot CRM. Lyte's productivity skyrocketed after incorporating Hubspot's all-in-one CRM tool. With improved efficiency, better teamwork and stronger client relationships, sales figures soared.

The case study title page and executive summary act as compelling entry points for both existing and potential customers. This overview provides a clear understanding of the case study and also strategically incorporates key details like the client's industry, location and relevant background information.

Having a good summary of your case study can prompt your readers to engage further. You can achieve this with a simple but effective case study one-pager that highlights your customer’s problems, process and achievements, just like this case study did in the beginning.

Moreover, you can easily distribute your case study one-pager and use it as a lead magnet to draw prospective customers to your company.

Take a look at this case study one-pager template below.

This template includes key aspects of your case study, such as the introduction, key findings, conclusion and more, without overcrowding the page. The use of multiple shades of blue gives it a clean and dynamic layout.

Our favorite part of this template is where the age group is visualized.

With Visme’s data visualization tool , you can present your data in tables, graphs, progress bars, maps and so much more. All you need to do is choose your preferred data visualization widget, input or import your data and click enter!

6. How Workato Converts 75% of Their Qualified Leads

Workato wanted to improve their inbound leads and increase their conversion rate, which ranged from 40-55%.

At first, Workato searched for a simple scheduling tool. They soon discovered that they needed a tool that provided advanced routing capabilities based on zip code and other criteria. Luckily, they found and implemented Chili Piper.

As a result of implementing Chili Piper, Workato achieved a remarkable 75–80% conversion rate and improved show rates. This led to a substantial revenue boost, with a 10-15% increase in revenue attributed to Chili Piper's impact on lead conversion.

This case study example utilizes the power of video testimonials to drive the impact of their product.

Chili Piper incorporates screenshots and clips of their tool in use. This is a great strategy because it helps your viewers become familiar with how your product works, making onboarding new customers much easier.

In this case study example, we see the importance of efficient Workflow Management Systems (WMS). Without a WMS, you manually assign tasks to your team members and engage in multiple emails for regular updates on progress.

However, when crafting and designing your case study, you should prioritize having a good WMS.

Visme has an outstanding Workflow Management System feature that keeps you on top of all your projects and designs. This feature makes it much easier to assign roles, ensure accuracy across documents, and track progress and deadlines.

Visme’s WMS feature allows you to limit access to your entire document by assigning specific slides or pages to individual members of your team. At the end of the day, your team members are not overwhelmed or distracted by the whole document but can focus on their tasks.

7. Rush Order Helps Vogmask Scale-Up During a Pandemic

Vomask's reliance on third-party fulfillment companies became a challenge as demand for their masks grew. Seeking a reliable fulfillment partner, they found Rush Order and entrusted them with their entire inventory.

Vomask's partnership with Rush Order proved to be a lifesaver during the COVID-19 pandemic. Rush Order's agility, efficiency and commitment to customer satisfaction helped Vogmask navigate the unprecedented demand and maintain its reputation for quality and service.

Rush Order’s comprehensive support enabled Vogmask to scale up its order processing by a staggering 900% while maintaining a remarkable customer satisfaction rate of 92%.

Rush Order chose one event where their impact mattered the most to their customer and shared that story.

While pandemics don't happen every day, you can look through your customer’s journey and highlight a specific time or scenario where your product or service saved their business.

The story of Vogmask and Rush Order is compelling, but it simply is not enough. The case study format and design attract readers' attention and make them want to know more. Rush Order uses consistent colors throughout the case study, starting with the logo, bold square blocks, pictures, and even headers.

Take a look at this product case study template below.

Just like our example, this case study template utilizes bold colors and large squares to attract and maintain the reader’s attention. It provides enough room for you to write about your customers' backgrounds/introductions, challenges, goals and results.

The right combination of shapes and colors adds a level of professionalism to this case study template.

8. AMR Hair & Beauty leverages B2B functionality to boost sales by 200%

With limits on website customization, slow page loading and multiple website crashes during peak events, it wasn't long before AMR Hair & Beauty began looking for a new e-commerce solution.

Their existing platform lacked effective search and filtering options, a seamless checkout process and the data analytics capabilities needed for informed decision-making. This led to a significant number of abandoned carts.

Upon switching to Shopify Plus, AMR immediately saw improvements in page loading speed and average session duration. They added better search and filtering options for their wholesale customers and customized their checkout process.

Due to this, AMR witnessed a 200% increase in sales and a 77% rise in B2B average order value. AMR Hair & Beauty is now poised for further expansion and growth.

This case study example showcases the power of a concise and impactful narrative.

To make their case analysis more effective, Shopify focused on the most relevant aspects of the customer's journey. While there may have been other challenges the customer faced, they only included those that directly related to their solutions.

Take a look at this case study template below. It is perfect if you want to create a concise but effective case study. Without including unnecessary details, you can outline the challenges, solutions and results your customers experienced from using your product.

Don’t forget to include a strong CTA within your case study. By incorporating a link, sidebar pop-up or an exit pop-up into your case study, you can prompt your readers and prospective clients to connect with you.

9. How a Marketing Agency Uses Visme to Create Engaging Content With Infographics

SmartBox Dental , a marketing agency specializing in dental practices, sought ways to make dental advice more interesting and easier to read. However, they lacked the design skills to do so effectively.

Visme's wide range of templates and features made it easy for the team to create high-quality content quickly and efficiently. SmartBox Dental enjoyed creating infographics in as little as 10-15 minutes, compared to one hour before Visme was implemented.

By leveraging Visme, SmartBox Dental successfully transformed dental content into a more enjoyable and informative experience for their clients' patients. Therefore enhancing its reputation as a marketing partner that goes the extra mile to deliver value to its clients.

Visme creatively incorporates testimonials In this case study example.

By showcasing infographics and designs created by their clients, they leverage the power of social proof in a visually compelling way. This way, potential customers gain immediate insight into the creative possibilities Visme offers as a design tool.

This example effectively showcases a product's versatility and impact, and we can learn a lot about writing a case study from it. Instead of focusing on one tool or feature per customer, Visme took a more comprehensive approach.

Within each section of their case study, Visme explained how a particular tool or feature played a key role in solving the customer's challenges.

For example, this case study highlighted Visme’s collaboration tool . With Visme’s tool, the SmartBox Dental content team fostered teamwork, accountability and effective supervision.

Visme also achieved a versatile case study by including relevant quotes to showcase each tool or feature. Take a look at some examples;

Visme’s collaboration tool: “We really like the collaboration tool. Being able to see what a co-worker is working on and borrow their ideas or collaborate on a project to make sure we get the best end result really helps us out.”

Visme’s library of stock photos and animated characters: “I really love the images and the look those give to an infographic. I also really like the animated little guys and the animated pictures. That’s added a lot of fun to our designs.”

Visme’s interactivity feature: “You can add URLs and phone number links directly into the infographic so they can just click and call or go to another page on the website and I really like adding those hyperlinks in.”

You can ask your customers to talk about the different products or features that helped them achieve their business success and draw quotes from each one.

10. Jasper Grows Blog Organic Sessions 810% and Blog-Attributed User Signups 400X

Jasper, an AI writing tool, lacked a scalable content strategy to drive organic traffic and user growth. They needed help creating content that converted visitors into users. Especially when a looming domain migration threatened organic traffic.

To address these challenges, Jasper partnered with Omniscient Digital. Their goal was to turn their content into a growth channel and drive organic growth. Omniscient Digital developed a full content strategy for Jasper AI, which included a content audit, competitive analysis, and keyword discovery.

Through their collaboration, Jasper’s organic blog sessions increased by 810%, despite the domain migration. They also witnessed a 400X increase in blog-attributed signups. And more importantly, the content program contributed to over $4 million in annual recurring revenue.

The combination of storytelling and video testimonials within the case study example makes this a real winner. But there’s a twist to it. Omniscient segmented the video testimonials and placed them in different sections of the case study.

Video marketing , especially in case studies, works wonders. Research shows us that 42% of people prefer video testimonials because they show real customers with real success stories. So if you haven't thought of it before, incorporate video testimonials into your case study.

Take a look at this stunning video testimonial template. With its simple design, you can input the picture, name and quote of your customer within your case study in a fun and engaging way.

Try it yourself! Customize this template with your customer’s testimonial and add it to your case study!

11. How Meliá Became One of the Most Influential Hotel Chains on Social Media

Meliá Hotels needed help managing their growing social media customer service needs. Despite having over 500 social accounts, they lacked a unified response protocol and detailed reporting. This largely hindered efficiency and brand consistency.

Meliá partnered with Hootsuite to build an in-house social customer care team. Implementing Hootsuite's tools enabled Meliá to decrease response times from 24 hours to 12.4 hours while also leveraging smart automation.

In addition to that, Meliá resolved over 133,000 conversations, booking 330 inquiries per week through Hootsuite Inbox. They significantly improved brand consistency, response time and customer satisfaction.

The need for a good case study design cannot be over-emphasized.

As soon as anyone lands on this case study example, they are mesmerized by a beautiful case study design. This alone raises the interest of readers and keeps them engaged till the end.

If you’re currently saying to yourself, “ I can write great case studies, but I don’t have the time or skill to turn it into a beautiful document.” Say no more.

Visme’s amazing AI document generator can take your text and transform it into a stunning and professional document in minutes! Not only do you save time, but you also get inspired by the design.

With Visme’s document generator, you can create PDFs, case study presentations , infographics and more!

Take a look at this case study template below. Just like our case study example, it captures readers' attention with its beautiful design. Its dynamic blend of colors and fonts helps to segment each element of the case study beautifully.

12. Tea’s Me Cafe: Tamika Catchings is Brewing Glory

Tamika's journey began when she purchased Tea's Me Cafe in 2017, saving it from closure. She recognized the potential of the cafe as a community hub and hosted regular events centered on social issues and youth empowerment.

One of Tamika’s business goals was to automate her business. She sought to streamline business processes across various aspects of her business. One of the ways she achieves this goal is through Constant Contact.

Constant Contact became an integral part of Tamika's marketing strategy. They provided an automated and centralized platform for managing email newsletters, event registrations, social media scheduling and more.

This allowed Tamika and her team to collaborate efficiently and focus on engaging with their audience. They effectively utilized features like WooCommerce integration, text-to-join and the survey builder to grow their email list, segment their audience and gather valuable feedback.

The case study example utilizes the power of storytelling to form a connection with readers. Constant Contact takes a humble approach in this case study. They spotlight their customers' efforts as the reason for their achievements and growth, establishing trust and credibility.

This case study is also visually appealing, filled with high-quality photos of their customer. While this is a great way to foster originality, it can prove challenging if your customer sends you blurry or low-quality photos.

If you find yourself in that dilemma, you can use Visme’s AI image edit tool to touch up your photos. With Visme’s AI tool, you can remove unwanted backgrounds, erase unwanted objects, unblur low-quality pictures and upscale any photo without losing the quality.

Constant Contact offers its readers various formats to engage with their case study. Including an audio podcast and PDF.

In its PDF version, Constant Contact utilized its brand colors to create a stunning case study design.  With this, they increase brand awareness and, in turn, brand recognition with anyone who comes across their case study.

With Visme’s brand wizard tool , you can seamlessly incorporate your brand assets into any design or document you create. By inputting your URL, Visme’s AI integration will take note of your brand colors, brand fonts and more and create branded templates for you automatically.

You don't need to worry about spending hours customizing templates to fit your brand anymore. You can focus on writing amazing case studies that promote your company.

13. How Breakwater Kitchens Achieved a 7% Growth in Sales With Thryv

Breakwater Kitchens struggled with managing their business operations efficiently. They spent a lot of time on manual tasks, such as scheduling appointments and managing client communication. This made it difficult for them to grow their business and provide the best possible service to their customers.

David, the owner, discovered Thryv. With Thryv, Breakwater Kitchens was able to automate many of their manual tasks. Additionally, Thryv integrated social media management. This enabled Breakwater Kitchens to deliver a consistent brand message, captivate its audience and foster online growth.

As a result, Breakwater Kitchens achieved increased efficiency, reduced missed appointments and a 7% growth in sales.

This case study example uses a concise format and strong verbs, which make it easy for readers to absorb the information.

At the top of the case study, Thryv immediately builds trust by presenting their customer's complete profile, including their name, company details and website. This allows potential customers to verify the case study's legitimacy, making them more likely to believe in Thryv's services.

However, manually copying and pasting customer information across multiple pages of your case study can be time-consuming.

To save time and effort, you can utilize Visme's dynamic field feature . Dynamic fields automatically insert reusable information into your designs.  So you don’t have to type it out multiple times.

14. Zoom’s Creative Team Saves Over 4,000 Hours With Brandfolder

Zoom experienced rapid growth with the advent of remote work and the rise of the COVID-19 pandemic. Such growth called for agility and resilience to scale through.

At the time, Zoom’s assets were disorganized which made retrieving brand information a burden. Zoom’s creative manager spent no less than 10 hours per week finding and retrieving brand assets for internal teams.

Zoom needed a more sustainable approach to organizing and retrieving brand information and came across Brandfolder. Brandfolder simplified and accelerated Zoom’s email localization and webpage development. It also enhanced the creation and storage of Zoom virtual backgrounds.

With Brandfolder, Zoom now saves 4,000+ hours every year. The company also centralized its assets in Brandfolder, which allowed 6,800+ employees and 20-30 vendors to quickly access them.

Brandfolder infused its case study with compelling data and backed it up with verifiable sources. This data-driven approach boosts credibility and increases the impact of their story.

Bradfolder's case study goes the extra mile by providing a downloadable PDF version, making it convenient for readers to access the information on their own time. Their dedication to crafting stunning visuals is evident in every aspect of the project.

From the vibrant colors to the seamless navigation, everything has been meticulously designed to leave a lasting impression on the viewer. And with clickable links that make exploring the content a breeze, the user experience is guaranteed to be nothing short of exceptional.

The thing is, your case study presentation won’t always sit on your website. There are instances where you may need to do a case study presentation for clients, partners or potential investors.

Visme has a rich library of templates you can tap into. But if you’re racing against the clock, Visme’s AI presentation maker is your best ally.

15. How Cents of Style Made $1.7M+ in Affiliate Sales with LeadDyno

Cents of Style had a successful affiliate and influencer marketing strategy. However, their existing affiliate marketing platform was not intuitive, customizable or transparent enough to meet the needs of their influencers.

Cents of Styles needed an easy-to-use affiliate marketing platform that gave them more freedom to customize their program and implement a multi-tier commission program.

After exploring their options, Cents of Style decided on LeadDyno.

LeadDyno provided more flexibility, allowing them to customize commission rates and implement their multi-tier commission structure, switching from monthly to weekly payouts.

Also, integrations with PayPal made payments smoother And features like newsletters and leaderboards added to the platform's success by keeping things transparent and engaging.

As a result, Cents of Style witnessed an impressive $1.7 million in revenue from affiliate sales with a substantial increase in web sales by 80%.

LeadDyno strategically placed a compelling CTA in the middle of their case study layout, maximizing its impact. At this point, readers are already invested in the customer's story and may be considering implementing similar strategies.

A well-placed CTA offers them a direct path to learn more and take action.

LeadDyno also utilized the power of quotes to strengthen their case study. They didn't just embed these quotes seamlessly into the text; instead, they emphasized each one with distinct blocks.

Are you looking for an easier and quicker solution to create a case study and other business documents? Try Visme's AI designer ! This powerful tool allows you to generate complete documents, such as case studies, reports, whitepapers and more, just by providing text prompts. Simply explain your requirements to the tool, and it will produce the document for you, complete with text, images, design assets and more.

Still have more questions about case studies? Let's look at some frequently asked questions.

How to Write a Case Study?

• Choose a compelling story: Not all case studies are created equal. Pick one that is relevant to your target audience and demonstrates the specific benefits of your product or service.
• Outline your case study: Create a case study outline and highlight how you will structure your case study to include the introduction, problem, solution and achievements of your customer.
• Choose a case study template: After you outline your case study, choose a case study template . Visme has stunning templates that can inspire your case study design.
• Craft a compelling headline: Include figures or percentages that draw attention to your case study.
• Work on the first draft: Your case study should be easy to read and understand. Use clear and concise language and avoid jargon.
• Include high-quality visual aids: Visuals can help to make your case study more engaging and easier to read. Consider adding high-quality photos, screenshots or videos.
• Include a relevant CTA: Tell prospective customers how to reach you for questions or sign-ups.

What Are the Stages of a Case Study?

The stages of a case study are;

• Planning & Preparation: Highlight your goals for writing the case study. Plan the case study format, length and audience you wish to target.
• Interview the Client: Reach out to the company you want to showcase and ask relevant questions about their journey and achievements.
• Revision & Editing: Review your case study and ask for feedback. Include relevant quotes and CTAs to your case study.
• Publication & Distribution: Publish and share your case study on your website, social media channels and email list!
• Marketing & Repurposing: Turn your case study into a podcast, PDF, case study presentation and more. Share these materials with your sales and marketing team.

What Are the Advantages and Disadvantages of a Case Study?

Advantages of a case study:

• Case studies showcase a specific solution and outcome for specific customer challenges.
• It attracts potential customers with similar challenges.
• It builds trust and credibility with potential customers.
• It provides an in-depth analysis of your company’s problem-solving process.

Disadvantages of a case study:

• Limited applicability. Case studies are tailored to specific cases and may not apply to other businesses.
• It relies heavily on customer cooperation and willingness to share information.
• It stands a risk of becoming outdated as industries and customer needs evolve.

What Are the Types of Case Studies?

There are 7 main types of case studies. They include;

• Illustrative case study.
• Instrumental case study.
• Intrinsic case study.
• Descriptive case study.
• Explanatory case study.
• Exploratory case study.
• Collective case study.

How Long Should a Case Study Be?

The ideal length of your case study is between 500 - 1500 words or 1-3 pages. Certain factors like your target audience, goal or the amount of detail you want to share may influence the length of your case study. This infographic has powerful tips for designing winning case studies

What Is the Difference Between a Case Study and an Example?

Case studies provide a detailed narrative of how your product or service was used to solve a problem. Examples are general illustrations and are not necessarily real-life scenarios.

Case studies are often used for marketing purposes, attracting potential customers and building trust. Examples, on the other hand, are primarily used to simplify or clarify complex concepts.

Where Can I Find Case Study Examples?

You can easily find many case study examples online and in industry publications. Many companies, including Visme, share case studies on their websites to showcase how their products or services have helped clients achieve success. You can also search online libraries and professional organizations for case studies related to your specific industry or field.

If you need professionally-designed, customizable case study templates to create your own, Visme's template library is one of the best places to look. These templates include all the essential sections of a case study and high-quality content to help you create case studies that position your business as an industry leader.

Get More Out Of Your Case Studies With Visme

Case studies are an essential tool for converting potential customers into paying customers. By following the tips in this article, you can create compelling case studies that will help you build trust, establish credibility and drive sales.

Visme can help you create stunning case studies and other relevant marketing materials. With our easy-to-use platform, interactive features and analytics tools , you can increase your content creation game in no time.

There is no limit to what you can achieve with Visme. Connect with Sales to discover how Visme can boost your business goals.

Easily create beautiful case studies and more with Visme

Trusted by leading brands

Recommended content for you:

Create Stunning Content!

Design visual brand experiences for your business whether you are a seasoned designer or a total novice.

About the Author

Subscribe to Our Blog

Stay up to date with the latest marketing, sales, and service tips.

The 22 Best 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.

More Marketing Insights

Can't find what you're looking for try using a keyword..

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      

• Case Study Templates
• Case Studies
• Marketing Collateral
• Content Marketing

PAPERFLITE'S CONTENT TECHNOLOGY IN ACTION

It's easier than falling off a log.

(DON'T ASK US HOW WE KNOW THAT)

Thanks for joining Paperflite! One of our customer success representatives will be in touch with you shortly.

Please watch your mailbox for an email with next steps.

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.

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

• 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

More like this....

• The Future of Content Marketing
• GTM 99: Mastering Customer Success in the AI New Age with Jon Dick

AI And The End Of Sales Development As We Know It

Join us today, insider access to the gtm network and the best minds in tech., you may also like....

What is GTMnow?

GTMnow is the media brand of GTMfund – sharing insight on go-to-market from working with hundreds of portfolio companies backed by over 350 of the best in the game executive operators who have been there, done that at the world’s fastest growing SaaS companies. GTMfund is an early-stage VC fund focused on investing in the most exciting, up-and-coming B2B SaaS companies across the world. The LP network consists of VP and C-level Sales, Marketing, and Customer Success leaders from companies like DocuSign, Salesforce, LinkedIn, Snowflake, Okta, Zoom, and many more.

Want insider access? Sign up here.

Experience, strategy, and insights to help take you from 0 to IPO.

Business growth

Marketing tips

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

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

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

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

What is a case study?

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

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

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

16 case study examples 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

6. .css-yjptlz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-yjptlz-Link[data-color='ocean']{color:#3d4592;}.css-yjptlz-Link[data-color='ocean']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='white']{color:#fffdf9;}.css-yjptlz-Link[data-color='white']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-color='primary']{color:#3d4592;}.css-yjptlz-Link[data-color='primary']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='secondary']{color:#fffdf9;}.css-yjptlz-Link[data-color='secondary']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-weight='inherit']{font-weight:inherit;}.css-yjptlz-Link[data-weight='normal']{font-weight:400;}.css-yjptlz-Link[data-weight='bold']{font-weight:700;} Shopify and GitHub

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

11. .css-yjptlz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-yjptlz-Link[data-color='ocean']{color:#3d4592;}.css-yjptlz-Link[data-color='ocean']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='white']{color:#fffdf9;}.css-yjptlz-Link[data-color='white']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-color='primary']{color:#3d4592;}.css-yjptlz-Link[data-color='primary']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='secondary']{color:#fffdf9;}.css-yjptlz-Link[data-color='secondary']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-weight='inherit']{font-weight:inherit;}.css-yjptlz-Link[data-weight='normal']{font-weight:400;}.css-yjptlz-Link[data-weight='bold']{font-weight:700;} KFC and Contentful

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

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

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

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

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

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

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

13. .css-yjptlz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-yjptlz-Link[data-color='ocean']{color:#3d4592;}.css-yjptlz-Link[data-color='ocean']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='white']{color:#fffdf9;}.css-yjptlz-Link[data-color='white']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-color='primary']{color:#3d4592;}.css-yjptlz-Link[data-color='primary']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='secondary']{color:#fffdf9;}.css-yjptlz-Link[data-color='secondary']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-weight='inherit']{font-weight:inherit;}.css-yjptlz-Link[data-weight='normal']{font-weight:400;}.css-yjptlz-Link[data-weight='bold']{font-weight:700;} Spotify and Salesforce

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

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

14. .css-yjptlz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-yjptlz-Link[data-color='ocean']{color:#3d4592;}.css-yjptlz-Link[data-color='ocean']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='white']{color:#fffdf9;}.css-yjptlz-Link[data-color='white']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-color='primary']{color:#3d4592;}.css-yjptlz-Link[data-color='primary']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='secondary']{color:#fffdf9;}.css-yjptlz-Link[data-color='secondary']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-weight='inherit']{font-weight:inherit;}.css-yjptlz-Link[data-weight='normal']{font-weight:400;}.css-yjptlz-Link[data-weight='bold']{font-weight:700;} Benchling and Airtable

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

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

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

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

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

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

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

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

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

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

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

3 case study templates

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

Case study template 1

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

Case study template 2

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

Case study template 3

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

Tips for writing a case study

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

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

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

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

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

Use automation to drive results for your case study

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

Case study FAQ

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

What is an example of a case study?

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

How do you write a case study?

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

What is the format of a case study?

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

Related reading:

Get productivity tips delivered straight to your inbox

We’ll email you 1-3 times per week—and never share your information.

Hachem Ramki

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

• Content marketing

Related articles

Google Local Services Ads: What they are and how to use them

Google Local Services Ads: What they are and...

14 content marketing examples to get the creative juices flowing

14 content marketing examples to get the...

AI in advertising: Examples, tools, and what to expect next

AI in advertising: Examples, tools, and what...

20 landing page examples to help you increase conversions

20 landing page examples to help you...

Improve your productivity automatically. Use Zapier to get your apps working together.

We use essential cookies to make Venngage work. By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.

Manage Cookies

Cookies and similar technologies collect certain information about how you’re using our website. Some of them are essential, and without them you wouldn’t be able to use Venngage. But others are optional, and you get to choose whether we use them or not.

Strictly Necessary Cookies

These cookies are always on, as they’re essential for making Venngage work, and making it safe. Without these cookies, services you’ve asked for can’t be provided.

Show cookie providers

• Google Login

Functionality Cookies

These cookies help us provide enhanced functionality and personalisation, and remember your settings. They may be set by us or by third party providers.

Performance Cookies

These cookies help us analyze how many people are using Venngage, where they come from and how they're using it. If you opt out of these cookies, we can’t get feedback to make Venngage better for you and all our users.

• Google Analytics

Targeting Cookies

These cookies are set by our advertising partners to track your activity and show you relevant Venngage ads on other sites as you browse the internet.

• Google Tag Manager
• Infographics
• Daily Infographics
• Popular Templates
• Accessibility
• Graphic Design
• Graphs and Charts
• Data Visualization
• Human Resources
• Beginner Guides

Blog Graphic Design 15+ Professional Case Study Examples [Design Tips + Templates]

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

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?

Business Case Study Examples

Simple case study examples.

• Marketing Case Study Examples

Sales Case Study Examples

• Case Study FAQs

What is a case study?

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]

Marketing Case Study Template

A marketing 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 marketing 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 marketing 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 study examples

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

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?

You might also enjoy:

• 12 Essential Consulting Templates For Marketing, Planning and Branding
• Best Marketing Strategies for Consultants and Freelancers in 2019 [Study + Infographic]

Discover popular designs

Infographic maker

Brochure maker

White paper online

Newsletter creator

Flyer maker

Timeline maker

Letterhead maker

Mind map maker

Ebook maker

• Browse All Articles
• Newsletter Sign-Up

• 05 Dec 2023
• Cold Call Podcast

What Founders Get Wrong about Sales and Marketing

Which sales candidate is a startup’s ideal first hire? What marketing channels are best to invest in? How aggressively should an executive team align sales with customer success? Senior Lecturer Mark Roberge discusses how early-stage founders, sales leaders, and marketing executives can address these challenges as they grow their ventures in the case, “Entrepreneurial Sales and Marketing Vignettes.”

• 22 Feb 2021

Reaching Today's Omnichannel Customer Takes a New Sales Strategy

For salespeople working harder than ever to stay ahead of customers' evolving buying habits, Frank Cespedes offers timeless advice in his new book, Sales Management That Works. Open for comment; 0 Comments.

• 04 May 2020
• Research & Ideas

Predictions, Prophets, and Restarting Your Business

Businesses are starting to plan their re-entry into the market, but how do they know what that market will look like? Frank V. Cespedes warns against putting too much trust in forecasters. Open for comment; 0 Comments.

• 22 Oct 2019

Use Artificial Intelligence to Set Sales Targets That Motivate

Setting sales targets has always been an inexact science, with serious consequences if done poorly. Using AI-based advanced analytics might be the answer, argues Doug Chung. Open for comment; 0 Comments.

• 30 Jun 2019
• Working Paper Summaries

The Comprehensive Effects of Sales Force Management: A Dynamic Structural Analysis of Selection, Compensation, and Training

When sales forces are well managed, firms can induce greater performance from them. For this study, the authors collaborated with a major multinational firm to develop and estimate a dynamic structural model of sales employee responses to various management instruments like compensation, training, and recruiting/termination policies.

• 22 Apr 2019

Why Salespeople Struggle at Leading

When salespeople become managers, they often do a horrible job. Four key steps can help them—and all soon-to-be managers—make the shift, says Frank V. Cespedes. Open for comment; 0 Comments.

• 09 Aug 2018

Two Million Fake Accounts: Sales Misconduct at Wells Fargo

Coming out of the financial crisis, Wells Fargo was one of the world’s most successful banks. But then its sales culture went wild, opening more than 2 million fake accounts. Suraj Srinivasan discusses what went wrong. Open for comment; 0 Comments.

• 09 Jul 2018

Overcoming the Challenges of Selling Brand New Technology (Hey, Need a 3-D Printer?)

Selling technology that is new to the market involves tricky tradeoffs around prospect targeting, channels, and tactics. Frank Cespedes makes the point with 3-D printers. Open for comment; 0 Comments.

• 06 Jun 2018

Cut Salaries or Cut People? The Best Way to Survive a Downturn

When times are tight, companies usually respond with employee layoffs. But what if they held on to workers and cut their salaries instead? New research by Christopher Stanton and colleagues has the answer. Open for comment; 0 Comments.

• 29 Apr 2018

Analyzing the Aftermath of a Compensation Reduction

This study of the effects of compensation cuts in a large sales organization provides a unique lens for analyzing the link between compensation schemes, worker performance, and turnover.

• 06 Jul 2017

Do All Your Detailing Efforts Pay Off? Dynamic Panel Data Methods Revisited

Personal selling in the form of detailing to physicians is the main go-to-market practice in the pharmaceutical industry. This paper provides a practical framework to analyze the effectiveness of detailing efforts. The method and empirical insights can help firms allocate sales-force resources more efficiently and devise optimal routes and call-pattern designs.

• 05 Apr 2017

For Women Especially, It Pays to Know What Car Repairs Should Cost

Consumers can negotiate cheaper auto repair prices by convincing service reps they know something about market rates—helping women overcome gender discrimination, according to recently published research by Ayelet Israeli and co-authors. Open for comment; 0 Comments.

• 22 Mar 2017

What's the Ideal Frequency for a Sales Quota?

Sales reps feed on two forms of compensation: salary, and a bonus tied to achieving a periodic quota. Would a more frequent quota incentivize better numbers? Doug Chung and Das Narayandas offer some answers. Open for comment; 0 Comments.

• 20 Feb 2017

Where Should We Build a Mall? The Formation of Market Structure and Its Effect on Sales

In spite of the recent surge in e-commerce, brick-and-mortar retail, specifically in the form of large-scale shopping malls, is still the dominant venue for consumer purchases in the developed world. The construction of mass-scale shopping malls has also experienced tremendous growth in newly industrialized countries such as China. This research provides a rigorous, yet practical, framework to understand and evaluate why retail stores join a shopping mall and how their decisions affect mall revenue. The model can be extended and applied to a number of settings where a decision maker must choose among alternative sites to construct a market, for example, for transportation hubs such as airports or train stations.

• 25 Jan 2017

The Effects of Quota Frequency on Sales Force Performance: Evidence from a Field Experiment

This study of different sales quotas and their effect on sales performance at a major retail chain in Sweden finds that changing from a monthly to a daily quota plan increases performance mainly for low-performing salespeople.

• 06 Dec 2016

Assortment Rotation and the Value of Concealment

Assortment rotation is the retailing practice of changing the assortment of products offered to customers throughout a selling season. It is used by both brick-and-mortar and online retailers as a strategy for gaining competitive advantage. This paper studies assortment rotation in product categories such as apparel, accessories, and toys, where consumers typically make multiple purchases during a season. The authors identify and explain a new reason for retailers to frequently rotate their assortment: Consumers may purchase more products throughout the selling season if a retailer conceals a portion of its full product catalog from consumers by rotating its assortment. Aside from its scholarly contributions, the paper provides practical insights to retailers to guide their assortment rotation strategy decisions.

• 21 Nov 2016

It Matters That Your CEO Doesn't Know Much About Sales

Sales appears to be getting short-changed in the C-suite, says Frank Cespedes. What’s needed are more links between top executives and the customer-facing side of the business. Open for comment; 0 Comments.

• 28 Mar 2016

Do Incentive Plans for Exemplary Employees Lead to Productive or Counterproductive Outcomes?

This study of a mobile phone retail company shows that incentive contracts that selectively incentivize exemplary employees (that is, preferential incentive plans) may be helpful when companies want to motivate employees to pursue objectively measured goals in addition to relevant tasks not explicitly written into their contracts. However, preferential incentive plans may lead to unintended consequences if they trigger perceptions of inequity.

• 08 Sep 2014

The Strategic Way To Hire a Sales Team

The equivalent of an entire sales force is replaced at many firms every four years, so it's critical that go-to-market initiatives remain tied to strategic goals. Frank Cespedes explains how in his book, Aligning Strategy and Sales. Closed for comment; 0 Comments.

• 01 Apr 2013

First Minutes are Critical in New-Employee Orientation

Employee orientation programs ought to be less about the company and more about the employee, according to new research by Daniel M. Cable, Francesca Gino, and Bradley R. Staats. Closed for comment; 0 Comments.

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!

Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

• A company in the Financial Services or Banking industry
• Who have more than 10 employees
• That spend money on Adwords
• Who use Hubspot
• Who currently have job openings for marketing help
• With the role of HR Manager
• That has only been in this role for less than 1 year

Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!

We have over 60,000 monthly readers that would love to see it! Contact us and let's discuss your ideas!

About Author: Justin McGill

Read our ultimate guides on:.

• B2B Lead Generation
• Google Alerts
• Account Based Marketing
• Prospecting
• LinkedIn Sales Navigator
• Sales Strategy
• Cold Calling
• Sales Pitch

Share the Knowledge

Find fresh leads, instantly., contact data for 500m+ people and 10m+ companies, globally., leads are cleaned and verified in real-time., build lists for custom audience ad targeting, direct mail, cold email, social selling, or even cold calling campaigns..

Helping sales, marketing, and recruiting teams find new leads.

• Platform Overview
• Data Enrichment
• Form Enrichment
• CRM Cleanup
• B2B Data Lists
• Direct Dials
• Technology Install Base Data
• Chrome Extension
• Sales Cadence
• Buyer Intent
• Hiring Intent
• Compare with Us
• Compare Lusha
• Compare Apollo
• Compare Seamless.ai
• Compare Zoominfo
• Database Center
• Sales Street Videos
• Start free trial
• Book a demo

“The quality and coverage of B2B contact database are very impressive...” Mark J.

RESOURCE TYPE

This is a placeholder for a featured piece of content

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.

That little voice telling you that you’re missing out on sales is right.

Sign up now and start closing more deals with qualified prospects than ever before.

• Social Media Management
• Review Management

6 Brilliant Small Business Case Study Examples For Marketers

Explore case study examples for small businesses. Additionally, find strategies for handling common challenges and solutions for growing your business.

Every business starts small.

The success of a business lies in its strategy to overcome any challenge during its journey.

If you are trying to take your business to new heights, start identifying challenges and create solutions.

The best way is to learn from sundry success stories.

There are several case studies of different businesses that can teach you which strategy to take for selling your product and attracting the target audience.

In this article, we will discuss some of the top case study examples that can assist in upscaling small businesses.

Let’s begin.

Challenges Faced by Small Businesses

As far as businesses go, there are always hurdles that need to be defeated. Starting a business is itself a big achievement for entrepreneurs, but the main challenge is maintaining one.

There are three common challenges businesses need to overcome. These include managing the expenses, hiring people, and following new trends to develop a customer base.

1. Increased Expenses

Every business revolves around money. There are different areas where businesses have to spend their money. But the issue is handling the financial hurdles. With an unplanned budget and financial advice, businesses will be spending more than they need to.

Keeping an eye on expenses is important because the expenses determine the profit the business will make.

However, it is not easy to reduce the expense. It’s affected by demand and supply. If businesses need to keep up with the market’s demands, then the chance of increasing expenses is 100%.

2. More and Skilled Manpower Required

Businesses don’t run themselves. They need manpower with skills to handle different departments. Generally, the number of employees in a small business ranges from 1 to 500 people. Getting this manpower is easy but getting a skilled one is difficult and time-consuming.

Whenever looking for manpower, businesses need to decide what skills they want in their candidate. The problem is candidates can’t always fulfill all the requirements. Besides, hiring manpower also increases the expenses.

3. Keeping Up With the Latest Trends

The market is fluid. It changes and introduces new trends. Small businesses need to keep up with changing trends to keep their business growing. But this is where many businesses start to fall apart.

The thing about new trends is that businesses need to sell their products at the right time. It means they have to keep on studying the market to speculate their next products. If a small business fails to deliver during the peak of the trend, then it will suffer a heavy loss.

Solutions to Grow a Small Business

The best thing about businesses is that there is an attempt to find a solution for every challenge. It brings out the competition in the market, which is huge for surfacing different kinds of solutions a business can adopt.

1. Reduce the Expenses

When it comes to expenses, businesses are focused on spending huge sums on communication because communication is the key element of increasing customers and revenue. It’s not a big problem for big companies, but it is expensive for small businesses. Thus, finding innovative and cost-effective marketing strategies becomes essential for maximizing outreach and impact without straining financial resources.

Fortunately, the cloud telephony system has removed the dilemma while making business budgets because cloud phone services are cheaper than plain old telephone services.

It reduces the initial cost of new businesses up to 90%. Recent surveys suggest that over 74% of businesses prioritize cloud phone systems as their urgent investment.

The same goes for marketing which is necessary to attract potential customers. Small businesses don’t have enough budget to advertise their products.

The best solution for this is using social media platforms like Instagram, Twitter, Facebook, etc. to promote and sell their products.

Case Study: Coffman Engineers

Coffman Engineers clearly states that although the cost of using a virtual phone number adhered to cloud phone is 50% more per employee, it still provides overall 25% more savings than plain old telephone service (POTS).

Coffman Engineers have been relying on cloud phones ever since their one office location faced a disaster. Now they have a disaster recovery feature built into their cloud phone system. It helped them to be ready for any disasters without losing communication with employees.

Not just that, they found all the necessary features bundled into one subscription package in a VoIP phone system. Such a facility enabled them to handle all their business communication using only one platform.

Key Takeaways

• Small businesses must invest in cloud telephony for business communication.
• Extensive use of social media to promote and sell your products/service.

2. Improve Employee Productivity

As we discussed earlier, manpower is a big challenge for small businesses. Hiring more employees doesn’t mean higher productivity. It’s about smart task allocation through a streamlined workload management strategy . Businesses also need to hire the right candidates to keep their expenses in check and improve productivity.

There are different tools available that can monitor what the employees are doing. Time tracking tools and workforce management tools are key components every business needs.

Especially in remote working scenarios, these tools are crucial to getting the full effort for the employees. Companies have seen a 35%-40% rise in productivity in employees working remotely with the use of tracking tools.

Case study: On The Map Marketing

On The Map Marketing , a digital marketing agency, used time tracking tools that showed that remote working employees tend to work more hours since they can work at flexible hours.

On The Map Marketing first started using the time tracking tool when they were opening their office in Riga, Latvia. The CTO of the company wanted the time spent on different tasks on his computer as well as managing the remote working employees.

Using a time tracking tool, they were able to track their productivity with a detailed report of their daily activities during office hours. It helped them calculate salary bonuses. They also found the productivity level of each employee to determine their value for the company.

• Small businesses should use a time tracking tool to make sure employees focus on their office work.
• Small businesses can track the performance of each employee at office locations or remote working locations.

3. Reward Your Customers

A business becomes successful when it can keep its customers happy. In efforts to upscale a small business quickly, the marketplace has seen a decline in the quality of products and services. It is a primary reason for customer dissatisfaction.

About 45% of business professionals rate customer experience as their top priority for growing a business.

Survey says more than 85% of buyers are willing to spend more for a better customer experience . Therefore, small businesses need to focus on improving their quality of products and services, which is a powerful indicator of customer experience.

Case study: Starbucks

Starbucks introduced a Reward Loyalty Program in which customers collect stars to get exciting rewards. This program drives 40% of Starbucks’s total sales .

By adapting the gamification method, Starbucks added a reward loyalty program to their already established app. This move drastically increased sales and digital traffic. They brought mobile payment, customer loyalty, and content partnership in one powerful app.

Customers started registering for My Reward via their app. They are given stars(points) in exchange for their interaction in the app or purchase made. The higher the number of stars a customer gets, the better rewards they get.

• Small businesses can give different forms of rewards for more customer engagement.
• Improvement in customer service can drive more sales and attract more customers.

4. Build Your Brand

Small businesses should learn to build their brand image on social media. While marketing any product or service, the brand image is a key factor for understanding how people view your business.

A brand image must first include mission, vision, and values. It also requires a brand positioning statement that can set your business apart from the competitors.

It’s important to create a unique brand personality. For this, businesses need to design a good logo because customers are most likely to recognize a business looking at a logo. They will have to identify their target audience to craft a good brand image.

According to a study, around 89% of users stay loyal to a business with a good brand image .

Case study: Apple

Apple logo is a well-recognized design that reflects the brand value. Over the years, the Apple logo has gone through several design changes.

The most important rebranding of the company came when Steve Jobs changed the logo which impacted the overall personality of the company. Now, this logo is the most recognized logo in the world.

Looking at the Apple logo, customers can feel a sense of trust, reliability, and innovation . It is the main reason for the huge sales of all Apple products across the globe.

• Branding helps a business build strong relationships with prospects and attract them to be loyal customers.
• Small businesses need to create a strong brand image to sell their products efficiently.

5. Prioritize on Partnerships

Partnerships and collaboration can lift the businesses to maximize their cost savings. It allows businesses to strengthen their programs using available resources and tools.

This has a direct effect on improving the efficiency of their operations. It improves the credibility of the business in the marketplace.

Case study: RENAULT & NISSAN

Renault and Nissan have a strong partnership in automobiles. Their partnership made a remarkable achievement of making up 10% of new car sales worldwide .

Renault and Nissan chose to make an alliance rather than a merger because an alliance has many stronger benefits than a merger would give.

With an alliance, they can access more geographical areas where foreign investments are restricted. These companies got better chances to enter each other’s territory where they were already established companies because of the alliance.

Although they faced numerous challenges including fluctuation in price share, they managed to resolve issues and succeed.

• Small businesses can collaborate with other businesses to increase their chances of higher product sales and profit for everyone.
• Partnership with other businesses allows all parties to benefit from each other’s strong areas.

6. The Right Marketing Strategy

Every business requires to sell its product and services to the market. Without the right social media marketing strategy , a business cannot compete in the marketplace. The first thing about marketing is knowing your target audience and competitors.

When small businesses know who they are competing against, it will help them to see how the competitors are executing their business and attracting their customers.

One such way is to grow your website traffic which can bring you more leads and eventually customers. And how do you increase your website traffic? SEO. If done right, Search Engine Optimization can drive huge traffic to your website to reach your marketing goals.

Case study: Zapier

Zapier used an SEO strategy revolving around long-tail keywords for generating organic traffic to their website. They created 25,000 unique landing pages for unique keywords.

Zapier had a structure and layout for each page including well-optimized human written content. They outsourced SEO content and focused on a playbook for the onboarding process and launched new apps so that they can get partners to write content for them.

On top of that, they also outsourced link building to their partners. These partners wrote valuable guest post content of Zapier on their site and gave a backlink to Zapier. It helped Zapier to get new users as well as drive their website traffic.

• Small Businesses should improve their website traffic by adding more landing pages with relevant content.
• Backlinks through guest posts on other websites can drive more website traffic and attract more prospects.

Now that we have discussed these examples, let’s see how you can create these studies.

Now that you have a fair idea of the business challenges and solutions, there is a good chance of delivering a good strategy for growing your small business.

On top of that, the case study examples above will help you view how other businesses overcome their situation to take their business to new heights.

The most important aspect of upscaling a small business is understanding the customer’s needs. Therefore, you should design a persuasive marketing strategy to attract customers and compete with other businesses in the market.

And a good marketing strategy for any business must include social media. And to make the most of your social media marketing efforts try SocialPilot for free today.

Frequently Asked Questions

🌟 How do you upscale a small business?

Upscaling a small business is a very challenging process. Whether it's making a budget or hiring employees, you have to focus on things that are best for your business. Planning, targeting prospects, marketing strategy, etc. are crucial steps for upscaling businesses and competing with big companies.

🌟 What is a small scale business?

Small scale businesses or Small scale industries (SSI) provide products and services on a small level. Normally in the US, a small business consists of less than 250 employees. Also, it has small capital investments and less office space.

🌟 Why do entrepreneurs find it difficult to scale up?

New entrepreneurs find difficulty in scaling up their businesses because they don’t know what to do. Even if they know, they have to face many challenges like market research, finding loans, allocating space, etc. Also, legal matters are always a major concern for making changes.

🌟 Why is scalability important in business?

Scalability is important because it directly impacts business competition, profitability, brand image, and product quality. Since small businesses have huge growth potential and high return on investment (ROI), they have to properly focus on scalability.

🌟 When should you scale a business?

A small business should look for upscaling its business if it has achieved a minimum annual growth of 20% over 2-3 years with only 10 or more active employees.

About the Author

Anwesha Ghatak

Related Posts

Manage social media effortlessly.

• Trial Begins Immediately
• No CC Required
• Change Plans Anytime
• Cancel Anytime

Start Your 14-Day Free Trial

Integrations

More on Social Media

• © 2024 SocialPilot Technologies Inc. All Rights Reserved.
• Privacy Policy & GDPR
• Terms of Service
• Cookie Settings
• Follow us :

• Success Stories

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.

Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Website Mastery

Web design, development & training for your team.

HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

More Services

• Paid Search & Social
• Request a Speaker
• Join the Community

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

• Podcast Episodes
• Tools & Assessments

Quick Links

• What is They Ask, You Answer
• Free Sales & Marketing Assessment
• Certifications
• The Endless Customers Podcast
• Meet the Team
• Certified Coaches

Free Assessment:  How does your sales & marketing measure up?

Free Assessment:

By John Becker

Dec 20, 2023

Join 40,000+ sales and marketing pros who receive our weekly newsletter.

Get the most relevant, actionable digital sales and marketing insights you need to make smarter decisions faster... all in under five minutes.

The 7 Most Common Sales Problems — And How To Solve Them

7 most common sales problems

• Each sale takes way too long
• You don't have enough leads
• Your leads are unqualified
• You're wasting your effort on bad-fit prospects
• You're spending too much time on low-value tasks
• You're not getting the training you need
• You're struggling to prepare for meetings

In a now-famous article published in The Wall Street Journal in 2021, author Patrick Thomas asked the question many business leaders have been wondering for a while now: Why are so few people pursuing a career in sales?

The article touched a nerve and went viral, getting shared over and over on LinkedIn and other platforms. 

The question was a valid one.

Despite high earning potential and a slew of openings, young professionals were not choosing sales as a career — and mid-career salespeople were leaving the field. S ales offers a lucrative career path, but it has its challenges both as a career and as a responsibility within an organization. 

Whether you’re a young professional looking to get started in sales or a veteran sales rep hoping to solve some of your persistent challenges, this article is for you. 

Below, we’ll cover:

The state of sales today

• Six common problems sales teams face
• How to solve them

Whether you’re a sales rep, sales manager, marketing team member, or business leader, this information will help you chart your course forward. 

Let’s dive in together.

The sales industry is full of myths and misperceptions. If you’ve never worked in sales, you likely have an image of a used car salesman in your head, complete with a phony smile and aggressive sales pitch.

If you have worked in sales, you know it can be a stressful job with hard-to-hit monthly quotas, but it's also rewarding work that puts relationships at the center of everything.   

In reality, modern salespeople are relationship builders. They guide and educate prospects as they move toward a purchase.

There’s a lot less pitching and a lot more listening than th ere might have been 20 years ago. According to research from Salesforce , nearly 90% of salespeople say that selling today is more about listening to the customers than it is about talking to the customers.      

Sales reps are not just listening. They're answering questions, they’re managing emotions, shaping expectations, and building trust with prospects. Taking these steps helps eliminate many sales problems from the very start.

To watch a good sales rep in action is to see deft emotional intelligence on full display. 

Salespeople are a business’s gatekeepers

Salespeople a re the face of your organization. They reach out, shake hands (often virtually), and bring customers into the fold.

In their  role, they are always in the process of building relationships and providing guidance. Sales professionals who give off a pushy, arrogant, or aloof vibe make your whole company seem that way.

Sales teams that freely share the internal knowledge base of your company create bonds and build trust with their prospects and customers.

7 common sales problems (and how to solve them)

Whether they’re selling products or services, B2B or B2C, pros everywhere face the same challenges. There’s a reason these problems are so widespread: They’re notoriously tricky and hard to solve.

Below, I’ll lay out seven common challenges, as well as the solutions we at IMPACT have found to work. 

I’m not claiming I can instantly boost all sales performance. In fact, the solutions I present take time and commitment, but they should start moving you and your sales team in the right direction.

Here are the seven common sales problems — and how to solve them.

Problem #1: Each sale takes way too long

The bigger and more expensive the thing you sell, the more likely that your sales process will be lengthy . After all, there’s no sales process to sell a stick of gum, but bigger ticket items come with more questions, and buyers will need more information and more touchpoints.

Why it’s a problem

Long processes are a problem for a number of reasons. First off is the obiovus one, the longer a sale takes, the more time your team has to spend on it. This translates to fewer opportunities and fewer sales. 

But it’s not just that. 

Salespeople get emotionally bought in to every deal. They build relationships. Some companies have sales processes that last months. For a sales rep who invests six months into a prospect only to have the deal fall through, the effect can be devastating and demoralizing.

How to solve it

Answer prospect questions ahead of time with content

The fastest way to shorten the sales cycle is with sales enablement materials . Have your sales team compile a list of the most common questions they hear from customers. Then, work with the marketing team to develop resources that thoroughly answer these questions .

Sales enablement content could take many forms: blog articles, videos, buyer’s guides, research reports, product stats, or case studies. They should be suited to different steps in the sales process.

More broad, generalized content can be given to prospects early on, whereas case studies would work well with later-stage prospects. 

But this type of content only gets created if your sales and marketing teams work together on it, so get ready to collaborate.

Bonus tip: Align your sales process around buyer decision points

Your sales process should not be arbitrary.

Chart out the decisions a customer has to make in order to buy from you. Then, make sure your sales process aligns with these decision points. This will keep you from making a sales process that moves too fast or too slow .  

Problem #2: You don’t have enough leads

Every customer starts off as a lead — but not every lead becomes a customer. A healthy sales funnel has leads coming in all the time so that paying customers can come out the other end. 

You need leads to have sales, and you need sales to have revenue. Without leads, your business is in rough shape. 

Sales managers should routinely check on each sales rep’s pipeline. While it’s exciting to see late-stage deals move closer to closing, it’s critical to pay attention to the other end of the funnel, too, to make sure good-fit leads are coming in.

Generate better leads with high-quality content — both on and off your platform

There’s no silver bullet to bring in more leads. Many marketing teams will seek to boost organic web traffic, hoping more traffic will mean more leads. Unfortuna tely, this often leads to fluffy content that might drive traffic, but not the kind you’re looking for . 

Marcus Sheridan, author of They Ask, You Answer, started his career as a pool installer. He found that he could get thousands of visits to a blog post titled “Top 10 games to play at your pool party” , but this was not traffic with buying intent , so the high numbers didn’t really matter, from a revenue standpoint.

Instead, he found that thoroughly answering buyer questions was a better tactic. So, instead he’d write something like “Fiberglass pools vs. concrete pools: An honest comparison for your project.”

Sure, the traffic numbers weren’t as high, but the second article drove real leads to his website and gave his sales team a solid foundation. (As a secondary benefit, the same piece of content could be used with prospects already in the funnel.)

The key is being unbiased in the content, and presenting the information fairly.

You shouldn't just rely on your website, though. Social media is more important every year. So is YouTube. And don't forget about short-form video content for YouTube Shorts , Instagram, LinkedIn, TikTok, or any other spot your ideal customers spend time.

Presenting the same content in multiple formats can serve a wider audience. 

This is that same pool article I mentioned above, this time presented in a video:

Problem #3: Your leads are unqualified 

Sales success depends on a steady stream of qualified leads. That is, leads who:

• Can afford what you sell
• Are ready to buy 
• Are decision-makers for the organization (in the B2B world)

Unqualified leads are just the opposite, and if your sales funnel is full of people who aren't going to buy from you, all your other efforts will be for nothing.

You can do everything right — great sales calls, good rapport, smooth presentation — but if the prospect can’t afford you, you’re not going to get the sale.

Commit to buyer education

The biggest factor in lead qualification is budget. If someone can’t afford what you’re selling, it’s best for everyone to k now that as early as possible. Yet, thousands of companies are reluctant to address pricing on their websites . 

As a result, potential customers enter the sales process without knowing if they can actually buy the thing they’re looking at.

And it’s not just price.

Buyers have questions. The more questions you can answer on your website, the fewer unqualified leads you’ll have. Those who are not a good fit for what you’re selling will opt out and stop wasting your sales team’s time. 

Problem #4: You’re wasting your effort on bad-fit prospects

It’s often pretty easy to spot an unqualified lead. They usually can’t afford what you’re selling or they’re simply not ready to buy.  Bad-fit prospects are a little different.

Think of a bad-fit prospect as a person who is sure to become an unhappy customer. They might have the money and the inclination to buy, but the fit just isn’t right.

Maybe they have unrealistic expectations. Maybe there’s a cultural misalignment. A bad-fit prospect might seem good on paper, but it’s just not going to be the right relationship for either of you. 

Happy, satisfied customers build your brand and spin your flywheel, talking about your organization with friends and colleagues.

They leave positive online reviews.

They bring you referral business. 

Unhappy customers do just the opposite. Selling to someone who will steer others away from your brand is worse than not making a sale at all.

Know exactly what you sell — and who it’s for

It’s tempting to say that what you sell is the right solution for everyone, but we all know it’s not true.

• A pickup truck is the right vehicle for some buyers but not others.
• An adjustable-rate mortgage is perfect for certain homebuyers but a nightmare for others.

Every business needs to determine what it sells and who it sells to.

You never want to force prospects to buy something that’s not right for them — and the sooner you’re aware of a bad fit, the sooner your sales team can counsel them out of the sales process. 

Doing so benefits the prospect and your business, which will see an increased customer lifetime value.

At IMPACT, we teach our clients to produce “product/service fit” materials that sales reps can share with prospects. 

Look at this example from a business called Office Interiors. 

The video explains the product and provides information, but it doesn’t go for a hard sell. Instead, it explains who would (and would not) be a good fit for what they’re selling:

Problem #5: You’re spending too much time on low-value tasks

According to research from InsideSales, most sales reps spend only about 37% of their time actually selling . 

Sales is a numbers game. If you want more sales to happen, you need to have more of everything that comes before a sale: more leads, more sales calls, more opportunities. This is not blanket permission to spray and pray — just a reminder that more time spent not selling translates into fewer sales. 

On top of that, your sales team is compensated based on the deals they close. With limited opportunities comes limited earning potential — and this leads to anxiety, frustration, and resentment, compounding any sales problems greatly.

Sales reps need to guard their calendars

The statistic above should be a call to action for all businesses. Yes, there are always going to be meetings, training, and administrative work. But the fact is that your sales team likely spends 63% of its time not selling. 

• For sales representatives: Advocate for yourself and guard your calendar. If you need time for prospecting, block it off on your calendar. Doing research ahead of a call? Block it off. If someone books time with you during prime selling hours, ask to reschedule. Your time is a vital asset. Don’t let other people squander it. 
• For sales leaders: You will need to run point on this. Is there a meeting that could be an email? Could training and feedback come asynchronously? Could that 60-minute huddle be completed in 30 minutes? Take a fresh look at your team’s calendars. Get creative about how you can give your team its time back.

Problem #6: You're not getting the training you need 

The success of a business rests with its sales team. But sales teams are over-stressed, undertrained, and subject to high turnover. 

According to data from  Task Drive , n early 70% of all salespeople say they have not received any formal training in sales. Instead, they describe themselves as “self-taught social sellers.”

An under-trained sales team is less likely to be successful. They stumble in front of buyers, creating a poor impression of the brand they represent. And, in turn, the customer experience suffers. 

Research shows that 58% of buyers say that sales reps can’t answer their questions effectively . In the B2B space, it’s even higher, with 82% of buyers reporting that sales reps are unprepared.  

Make time for training

I know what you're thinking — Didn't you just say "guard your calendars"?

Yes, but there's a difference between unnecessary meetings and highly-necessary training. If you really want to improve sales performance, it's not just about getting more at-bats. It's about coaching, mentorship, and a positive culture of feedback. 

The best sales training is personalized, continual, and supportive .

Some of the biggest problems sales reps face can be solved by putting the customer at the center of the whole buying process. 

Problem #7: You're struggling to prepare for meetings

Sales reps' time is precious, but with a calendar full of meetings, it can be hard to find the time to prepare for each one. 

An underprepared sales rep is an unsuccessful sales rep. You always want to give your buyer the impression that you're very well-versed in what you're selling and who you're selling to.

Use AI to improve your prep work.

Here in the AI revolution, you can find tools to help make your preparation more efficient.

My colleague Chris Duprey, an experienced sales coach, shared this list of AI-based tasks and activities for sales reps . 

• Call review with AI.   AI tools like   Gong   and   Chorus   will automatically record and sort your Zoom calls, and then provide detailed insights that range from the high level (think: how much time did I have my slide deck up during that one-hour meeting?) to the specific (how clearly did I articulate the ‘next steps’ at the end of the call?)
• Role-play with AI.   We all know that role-plays work — and we all know that people often don’t like doing them. With a few prompts, you can create a basic role-play scenario with   ChatGPT .
• Ask for feedback on a presentation.   If you’ve been staring at the same text for an hour, AI can see your work with fresh eyes. Put the text from your slides into a chat and ask for feedback. Are there holes in your logic? Do you belabor certain points? Let a tool read the slide deck before you show it to a client.
• Use an AI slide builder   to create a rough draft presentation that you can fine-tune. I use   Slides AI .
• Research a company’s website.   If you don’t have time to pore over dozens of pages, ask AI to do it. Use a ChatGPT plugin to access the internet and put in a company’s URL. It will come back with takeaways you can research further.
• Write outreach emails much quicker than before.   If you train AI on your voice and style, smart composers like   Grammarly   or   Jasper   can crank out emails that you’ll just need to polish.

And this is just the tip of the iceberg. There are AI tools that can speed up any time-consuming task on your plate.  

Empowering your sales team for success

Today, buyers are more savvy and well-informed than ever. Unfortunately, some sales teams are holding on to outdated sales techniques that don’t fit the way today’s customers make purchases. They’re still stuck in the hard-sell mindset that’s turning off buyers — and causing so many young professionals to resist going into sales. 

The antidote to the vast majority of sales problems is education:

• When we focus on buyer education , some of our most persistent sales challenges vanish. We shorten the sale cycle, build trust, and weed out bad-fit prospects.
• When we focus on our own education , we stay up to date on new technology that can help us do our job better. But that’s not all. Education keeps us open to feedback, willing to grow, and more likely to collaborate. 

Before the internet changed how people buy, sales reps held all the information. This led to distrust and unhappy customers. Today, education can free the buyers and the sales reps from that highly flawed model. 

When businesses commit to solving the most persistent sales problems, it benefits both seller and buyer. 

At IMPACT, we train businesses to put their customers at the center of their marketing and sales efforts.

If you want to begin to see what’s possible, take our free course: The Fundamentals of Virtual Selling . Suddenly the sales outcomes you’re shooting for will not seem so out of reach. 

Related Articles

How to get your sales reps to use the hubspot crm.

How to Do HubSpot Lead Scoring the Right Way

Sales and Marketing Alignment: How to Shorten Your Sales Cycle

How to know when you’ve outgrown hubspot sales hub starter, sales and marketing friction is hurting your bottom line – here’s what to do about it, build a winning sales culture: 6 steps for sales managers and reps, 4 smart ways to fix your sales presentations.

What is 'Assignment Selling'? Using Content to Close Deals Faster

5 real-life sales scenarios where you need assignment selling (w/ templates).

The Best Sales Enablement Tools for Your Team in 2024

Sales vs marketing in 2024: what’s the difference.

4 Common Assignment Selling Mistakes (and How to Fix Them)

A sales presentation is not what your buyers want.

HubSpot CRM Review — Pros and Cons

Your buyers want to control the sales process; here’s how to let them, how to plan a learning center for your website, the best sales training programs check these 4 boxes, my best sales reps haven’t hit their quotas all year: what do i do, how to run a revenue team meeting (+ example agendas), how to improve your sales process, how to create a sales process that closes more deals, 5 ways to get your sales team excited about creating content, the lazy sales technique your buyers hate scoping disguised as discovery, 4 tried-and-true tips for using video in sales prospecting, join the 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices., thanks, stay tuned for our upcoming edition..

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

Freemium vs Free Trial: How to Choose Best for Your SaaS

Two popular customer acquisition models are freemium vs free trial, each with its own benefits and challenges.

Best Koala Software Alternatives

Koala software alternatives, 6sense and UserMotion, to identify customer intent data, account enrichment and lead scoring.

Double Your Free Trial Conversions with Intent Data

Intent data can powerfully increase your sales performance to improve your free trial conversions with data into your customers.

Predictive Lead Scoring Software for B2B SaaS

• Predictive Lead Scoring
• Customer Health Scoring
• Churn Prediction
• Automated Playbooks
• Documentation
• Status Page
• PLG Playbook

Latest from UserMotion

kovan studio, inc.

• Privacy Policy
• Terms Of Service

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

Tell us about yourself to access the templates..

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

Download Free

All fields are required.

You're all set!

Click this link to access this resource at any time.

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.

Don't forget to share this post!

Related articles.

ACV: What It Means & How to Calculate It

What Is An Account Development Manager? (And How to Become One)

Strategic Account Managers, Here's How to Amplify Your Efforts

3 Questions that Ensure Key Account Success

Account Management vs. Sales: What's the Difference? [FAQ]

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

Powerful and easy-to-use sales software that drives productivity, enables customer connection, and supports growing sales orgs

• All Headlines

Top 40 Most Popular Case Studies of 2021

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

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

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

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

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

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

Other year-end data for 2021 showed:

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

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

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

And the Top 40 cases studies of 2021 are:

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

2.   Coffee 2016

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

4.   Glory, Glory Man United!

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

6.   The Future of Malls: Was Decline Inevitable?

7.   Strategy for Norway's Pension Fund Global

8.   Prodigy Finance

9.   Design at Mayo

10. Cadbury

11. City Hospital Emergency Room

13. Volkswagen

14. Marina Bay Sands

15. Shake Shack IPO

16. Mastercard

17. Netflix

18. Ant Financial

19. AXA: Creating the New CR Metrics

20. IBM Corporate Service Corps

21. Business Leadership in South Africa's 1994 Reforms

22. Alternative Meat Industry

23. Children's Premier

24. Khalil Tawil and Umi (A)

25. Palm Oil 2016

26. Teach For All: Designing a Global Network

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

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

30. Project Sammaan

31. Commonfund ESG

32. Polaroid

33. Connecticut Green Bank 2018: After the Raid

34. FieldFresh Foods

35. The Alibaba Group

36. 360 State Street: Real Options

37. Herman Miller

38. AgBiome

39. Nathan Cummings Foundation

40. Toyota 2010

💥 Reach thousands of inboxes in minutes: All new 'Email Campaigns' is here! - Learn More

• CRM Modern and flexible CRM for all teams
• Automation Automate processes & customer journeys
• Conversations Engage and support customers across all channels
• Campaigns Generate leads with personalized marketing campaigns
• Analytics Make better decisions with rich data and insights
• Sales Pipelines
• Sales Automation
• Smart Emails
• Built-in Calling
• Built-in Texting
• Meeting Schedular
• Power Dialer
• Ticketing Software
• Marketing Automation
• Inbound Sales
• Outbound Sales
• Remote Sales
• Account Based Sales
• Sales Leaders
• Small Businesses
• Real Estate
• Construction
• More Industries
• Customer Stories
• How we Compare
• Security & Trust
• Blog Every ounce of marketing, sales & CX knowledge you need!
• Product Updates Latest features and additions in Salesmate CRM.
• Support Portal Understand every bit of Salesmate from our experts.
• How-to Videos Visual content to gain in-depth knowledge of Salesmate.
• Free Tools & Templates Wide range of resources and tips for business growth.
• Product Integrations Connect Salesmate with your favorite apps using APIs.

🚀 May 2024 Experience Updates: Ticket Management, SLAs, and Document Management are here!

• Conversations
• Analytics AI
• Product Updates
• Support Portal
• How-to Videos
• Free Tools & Templates
• Product Integrations

19 Top sales challenges 2024 and beyond [With proven solutions]

Key takeaways.

• Top-performing reps consider customer preferences, market trends, and technology advancements to overcome core challenges in sales.
• Embracing a buyer-first approach is one of the top challenges for salespeople.
• Personalization in sales interactions is crucial to attracting modern customers.
• Aligning marketing and sales teams enhances overall sales efficiency.
• CRM and automation tools help sales teams work smarter by organizing tasks and increasing productivity.

Sales is an experimental art.

The past years have proven the demand for innovative ways as per the market trends (Remember how COVID pushed businesses online?). 

Looking ahead to 2024 and beyond, it is essential to focus on  data analytics, personalization at scale, and AI to improve your sales approach.    

This blog discusses the top 19 sales challenges and solutions for reps to overcome obstacles, enhance their strategies, and achieve better results.

Let’s dive into how sales are changing and the new challenges reps face to close deals.

Changing sales landscape – Raises top challenges for sales teams  

19 biggest sales challenges and their proven solutions .

Let’s understand how these four trends raise the biggest challenges in sales: 

• Economic shifts : The financial uncertainties lead to longer sales cycles and raise sales obstacles around pricing.
• Customer expectations are high on personalization : Granular-level personalization is the expectation of prospects, making it one of the biggest sales and marketing challenges. 
• Value-driven sales in demand : People prefer products that offer value, suggesting a move towards a value-based selling approach.
• Integration of AI in sales : AI offers efficiencies but challenges personal connection, urging a balanced approach to tech integration. 

Moving on to discover the most common sales challenges faced by sales professionals with their possible solutions. 

In every  sales process , reps encounter a set of common challenges, from identifying the sales-worthy leads, effective nurturing to get prospects engaged, handling objections, etc.

Let’s explore how to overcome challenges in sales with strategic solutions:

1. Adopting the buyer-first approach in the sales process

Our modern buyers know what they want and expect reps to serve them what they’re looking for: 

Shifting the mindset from what we sell to what you are looking for is a sales challenge for reps used to a push sales strategy. 

A recent Sales Gravvy podcast  with Carole Mahoney stressed the demand for the adoption of  a buyer-first approach.

Selling isn’t just about selling anymore; it’s about genuinely solving problems for your buyers, building relationships, and gaining trust.  

Solution:  

• Research your target audience and create a customer persona to understand what your prospects are looking for. 
• To tailor your approach, use CRM and analytics to understand your target buyer’s preferences and common pain points. 
• Practice listening to your prospects’ thoughts to uncover their true needs.

2. Realizing a solid product doesn’t guarantee sales  

This sales challenge is faced by reps who don’t follow any strategy and practice pitching their product benefits to the target prospects. 

So, they end up empty-handed and losing the opportunity. 

Solution: 

• Firstly, find your unique value proposition to understand  what makes your product different from competitors.
• Discover how you solve specific problems or meet the unique needs of your ideal customers. 
• Focus on educating your audience and adopt a value-based selling approach. 

3. Lack of brand reputation and trust 

Building a brand reputation is one of the biggest challenges in sales and marketing.

For sales reps, closing deals for new businesses without brand awareness and reputation becomes a significant sales challenge.

However, it is not that you won’t give results without a brand image.

For a new business without a strong brand presence, overcoming trust barriers in the buyer’s journey involves strategic actions.

• Sales reps can’t directly build brand reputation alone but can help by focusing on customer needs and ensuring a good buying experience.
• Ensure honesty and clarity in all communications (during phone calls or emailing).
• Leverage customer feedback to improve service and offerings.

4. Qualifying MQLs as sales leads 

MQLs (Marketing qualified leads) show initial interest but haven’t yet demonstrated a readiness to buy.  

The biggest challenge lies in focusing your efforts on leads with a higher chance of purchasing and ensuring sales resources are used most effectively.

Overcoming these sales challenges will help reps save more time and grow sales counts faster. 

• Using a lead qualification framework that includes lead scoring helps pinpoint which prospects are truly ready. This way your teams will likely focus on the right people and win deals.

Read more : 6 Solid sales qualification frameworks every rep should know!

5. Not getting enough time for prospecting 

Prospecting is the first sales pipeline stage. It involves practices identifying and contacting potential customers(or prospects) to convert them into clients.

According to ZoomInfo, sales prospecting is one of the powerful ways to grow sales for  70% of B2B companies . 

Effective time management is crucial for overcoming obstacles in sales, especially for prospecting.

However, with the pressure of converting the ongoing leads in their sales pipeline and other day-to-day activities, most reps find it challenging to dedicate time to prospecting.

• Plan your to-do tasks and dedicate a specific time slot for sales prospecting (cold calls or emailing). 
• You can use a Power Dialer to save time and increase efficiency. 
• Set your email outreach on autopilot with the support of powerful cold email software. 

Related read : Overcome sales prospecting challenges by following these tips and tricks.

6. Lack of time for selling 

A sales rep does a lot in a day, including collecting details about leads, nurturing them, drafting sales emails, updating records, etc.

Besides, if things aren’t organized, more time is wasted searching for information, and sales reps don’t have enough time to focus on selling. 

A study by Salesforce states that sales reps spend a mere  28% of their week  actively selling.

• Evaluate your daily routine and find the time-consuming activities. If all are repetitive tasks, automate them using a Sales Automation tool . 
• A cold email outreach tool can help you with email builder, customizable templates, and sequences .

Upgrade yourself to leverage tools for data organization, meeting scheduling, email outreach, and all your mundane tasks – Ever experienced what a powerful CRM can do?  – Streamline the entire business and boost productivity.

Manage your entire business with Salesmate CRM!

Explore Salesmate and see how the platform streamlines your marketing, sales, and customer support tasks smartly.

7. Sales and marketing teams misalignment 

Reps struggle in sales due to ineffective misalignment of sales and marketing teams within the organization. 

For instance, if your sales and marketing teams are using two different tools for working and managing data, issues like data loss and duplication will be a day-to-day time waster.   

To succeed with Smarketing (a business strategy that involves the close alignment of the sales and marketing team.), you need to break these organizational silos and combat them to develop an integrated system. 

Solution:   

• Conduct regular meetings collaboratively and discuss aligning goals.
• Keep updating each other’s efforts and progress.  
• In your next meeting, suggest trying CRM and automation tools for enhancing team efficiency. (If not considered yet.)

8. Making every sales interaction personalized 

A personalized offer more often attracts the right audience. Also, top-performing sales teams are  2.8 times more likely  to focus on personalizing customer experiences.

But, personalizing each interaction to the specific needs and preferences is a major challenge for reps.

Also, managing the scale of personalization when targeting prospects with varied customer personals is a matter of challenge.  

• Develop buyer personas and segment the customer base to create more targeted communication strategies. 
• For engaging with inbound leads, make sure your customer understanding is on point to hit their pain point, be a solution to their challenges, or more. 
• Be an active lister to your prospect during discovery calls and meetings to propose personalized offers. 
• Technologies like CRM, customer data analytics, and AI can help you understand your target customer behavior for personalized communication. 

Explore :  12 Types of sales emails to increase customer engagement  

9. Not getting a response from the prospect 

After a few initial interactions, most of the prospects stop responding. Several sales reps get demotivated by this silence.

They abandon the lead and start focusing on another prospect. Due to this, most of the leads aren’t converted. In fact, a study revealed that 79% of marketing leads never convert into sales.  

Solution:   

• Try to connect with somebody else from the prospect’s company.  
• Connect with your prospects using different channels besides calls and emails, such as text messages and social media sites. 
• Setting up an automated follow-up process with email and text sequences will boost your productivity and responses.
• Connect with the prospect at different hours. Find the best time to send sales emails or dial the prospect. 

Boost responses with Sequences!

You can automate your outreach and follow-ups with Salesmate to drive more business opportunities at your door.

10. Securing the first meeting with the prospect 

For every rep, landing that first discovery meeting with the lead they’re chasing is one of the biggest sales challenges. 

• Prioritize responses to inbound inquiries and thoroughly research the prospects to ensure your message resonates with their needs and challenges. 
• Use targeted, value-driven outreach strategies that clearly express the benefits of meetings. 
• To increase your chances of being noticed, implement a multi-touchpoint approach (emails, calls, social media, and direct mail). 

Tip – Make your every message/pitch hyper-personalized to win the meeting! 

11. Nailing the discovery meeting  

Securing a discovery meeting is one of the successful milestones in a B2B sales process for reps, so you can’t lose the chance to win the deal at this point. 

Building rapport, impressive presentation, discovering pain points, and planning time in discovery meetings are some of the sales problems for reps.  

Here’s how you should schedule to keep all things on track: 

• Prepare thoroughly by researching the prospect’s business, industry, and potential challenges they may be facing. 
• Be an empathetic and active listener to understand their situation.
• Ask open-ended  discovery questions  to discover the challenges and desires of prospects.
• Summarize key points to confirm understanding and demonstrate active listening. 
• Position yourself as a consultant rather than just a salesperson by offering initial insights or values that align with their expressed needs. 

12. Inability to answer prospect’s questions  

Modern buyers are intelligent and well-informed. They are updated with the latest market trends and popular technologies. 

So, they tend to ask a lot of questions. Most of the time, sales reps go blank and cannot answer these questions.  

Are you facing this issue too? If yes, then here are things you need to do.

• First, ensure you have good product/service knowledge. 
• Make a list of questions that you often get and prepare for it.  
• Have a mock call session with your senior. 

13. Winning at negotiation  

Most of the deals are lost during the negotiation stage of the sales process. 

Several prospects are unwilling to compromise or find common ground.  

Besides, the prospect’s reluctance annoys the sales reps, who end up venting their anger in an unpleasant way.  

• Stay calm during the negotiation and think before you respond to objections.  
• Research and explore various  negotiation tactics  to deal with reluctant prospects. 
• Identify the prospects’ pressure points and make them visualize the consequences of not addressing the problem right now. 
• First, quote a high price, then offer a low-price option with limited features. While the prospect is swinging between two offers, make the actual proposal.   

Want to know what do best sales negotiators do differently to close deals?

14. Inability to handle criticism or rejection  

Most sales reps often struggle with rejection and feedback, leading to discouragement.

This even affects their next deal as they cannot focus on communication due to the disappointment from the rejection or criticism they face.  

• Practice and prepare a good response when you hear a no. 
• Don’t get emotionally hijacked, work on your EQ (Emotional Intelligence) skills. 
• Ask your senior to conduct a mock call session to prepare you to handle rejection on sales calls. 
• Create many opportunities for yourself so that few rejections don’t affect your target. 

15. Competing with competitors  

Most of the sales reps get to hear statements like…  

“ The [X competitor] is offering a product at a much lower price ”  

“[Y competitor is giving 4 months free subscription to their service] .” 

From lowering prices to offering freebies, businesses are doing all it takes to surpass their competitors. 

Eventually, potential buyers pick such points and use them as a shield to get the product at a better price.  

And sales reps go blank when they face such questions or make some impulsive decision that might result in losing the opportunity.

• Map out the strengths and weaknesses of your competitors after an in-depth competitive analysis with a sales battle card . 
• Find out how you are better than your competitors and explain it to your potential buyers. 
• Share case studies and testimonials of satisfied customers who chose you over the competitors. 

Interesting read :  Top inside sales challenges that reps face!

16. Selling to groups over a solo buyer  

This is one of the biggest challenges of B2B sales, and you’ll agree that convincing a group of key decision-makers compared to an individual is tougher.

The negotiation process becomes complex with endless questions, the sales cycle lengthens, and it is challenging to convince different people with varied perspectives.

This scenario requires preparation for multiple aspects to close more deals.

• Look at group dynamics and grasp each contact’s role and preferences within their company. 
• Understand the company’s industry position, challenges, and goals. 
• Address both collective needs and individual concerns during sales communication. 
• Strengthen your case with relevant case studies and testimonials. 

Set your mundane tasks on autopilot for high productivity!

Salesmate offers a powerful automation suite to set your marketing and sales activities in automated mode. You just keep track of the success graph.

17. To leverage social selling for broader sales growth  

Sales reps sometimes miss out on leveraging social selling to the fullest.   

However, not utilizing social platforms to their potential is a common challenge to understand and overcome.   

Note that 72% of social sellers who leverage social media meet their sales quota.  

Let’s find out what social platforms give the highest ROI: 

Solution:    

• Evaluate and identify the best platform for your business to engage the audience, establish trust, and sell.   
• Build a personal brand and engage with potential customers to gain trust. 
• Share content that adds value to your potential buyer’s work and demonstrates thought leadership.  
• Practice social listening to understand customer needs that align with your brand’s offerings.   
• Take the help of social selling tools to track metrics to measure your sales efforts and optimize for higher ROI.  

18. Ineffective training received by sales reps

Most organizations set high expectations but fail to provide proper  sales enablement  training to the reps for handling today’s intelligent buyers. 

Thus, the lack of proper sales training is one of the primary causes of low sales productivity.

• Find the areas where training is required and request management to invest in training. 
• Be thorough with the sales collaterals to improve your product/service knowledge. 
• Explore solutions from industry experts, and also take help from your sales team to improve. 
• Ask your sales managers/leaders to evaluate your performance and give you genuine feedback to improve. 
• Attending live webinars to learn from industry experts will also help to improve. 

19. Leveraging the right technologies to overcome modern sales hurdles 

Sales reps are progressive in their working style compared to back then but still lack when it comes to utilizing technology. 

A survey by  Harvard Business Review  stated, “Sales  representatives believe that technology has not simplified their job or made it less expensive; instead, it has just been an added thing to learn.”

This sentiment highlights a significant challenge, especially as businesses expect their sales teams to grow sales and boost productivity.

I found these four sales challenges associated with the  resistance to adopting modern technologies.  

• Effective data management and utilization for sales 
• Effective lead engagement in a longer sales cycle 
• Inability to track deals 
• Adopting the new player – AI for effective sales 

The solution to these challenges lies in adopting a robust Sales CRM that can help you with:  

• Lead management to organize and segment the contact details of prospects/leads for the business. 
• Lead engagement with emails or text to maintain their interest throughout longer sales cycles. 
• Sales pipeline management to visualize the entire sales cycle plus identify bottlenecks and opportunities. 
• Sales Automation saves you time from indulging in repetitive tasks by setting them on autopilot. 
• AI integration to speed up activities like writing cold emails, generating text responses, or scheduling meetings.  

Grow your business faster with AI-powered CRM!

With our all-in-one AI-driven CRM and automation platform, you can improve sales communication, productivity, and revenue.

Wrap up on sales problems and solutions

Overcoming sales challenges requires a deep understanding of customer needs, strategic use of technology, and a commitment to personalization and efficiency.

Lack of time management and effective objection handling are some of the biggest sales challenges for reps.

To overcome your sales challenges, you need to understand what your prospects want, how to achieve it, and what technologies support you to make the process quicker. 

Sales reps must leverage technology and insights to advance prospects through the sales funnel smoothly. 

Frequently asked questions

Dealing with constant changes and uncertainty in the market is one of the top sales challenges that impact client engagement and the decision-making process. 

Here are the major challenges in B2B sales:

• Long sales cycles and complex purchasing processes due to multiple decision-makers.
• Demonstrating deep knowledge and expertise to engage educated buyers. 
• Prospects don’t have enough budget.
• Prioritizing customer retention to leverage existing customers.

A major sales problem is securing a first meeting with a prospect, often due to ineffective communication strategies and the difficulty of presenting a compelling value proposition. 

Here are the five biggest sales challenges for small business owners:

• Manage finances and funding
• Stand out against bigger rivals
• Hiring talented people and employee retention
• Handle legal compliance
• Keep up with digital shifts

The top three remote sales challenges are:

• Getting engagement in virtual meetings
• Adapting to technology like digital tools
• Building relationships without in-person interactions

Here are the three biggest ethical selling challenges:

• Honesty and transparency : Struggling with truthfulness and full disclosure to customers.
• Conflict of interest : Balancing company goals with customer needs impartially.
• Data privacy and security : Handling customer data ethically and securely.

Sonali Negi

Sonali is a writer born out of her utmost passion for writing. She is working with a passionate team of content creators at Salesmate. She enjoys learning about new ideas in marketing and sales. She is an optimistic girl and endeavors to bring the best out of every situation. In her free time, she loves to introspect and observe people.

You may also enjoy these

Sales follow up: 7 tried & tested strategies [8 templates inside] .

Sales follow up is a process that salespeople use to reconnect with potential clients after their initial meeting...

How to use sales battle card to boost win rates (Templates)

Claiming you're unmatched doesn't always seal the...

10 Best sales management tools that you must check in 2024!

A sales management software solution designed to manage and optimize the sales process, from lead management to...

Value-based selling: Transforming customer needs into sales

In a survey by ValueSelling Associates Inc., it was found that 87% of high-growth companies use a value-based...

Discovery meeting: How to do it successfully? [Free template]

Imagine stepping onto the stage, the spotlight hits, and the audience waits with bated breath. This is your...

• Election 2024
• Entertainment
• Newsletters
• Photography
• Personal Finance
• AP Investigations
• AP Buyline Personal Finance
• AP Buyline Shopping
• Press Releases
• Israel-Hamas War
• Russia-Ukraine War
• Global elections
• Asia Pacific
• Latin America
• Middle East
• Election Results
• Delegate Tracker
• AP & Elections
• Auto Racing
• 2024 Paris Olympic Games
• Movie reviews
• Book reviews
• Personal finance
• Financial Markets
• Business Highlights
• Financial wellness
• Artificial Intelligence
• Social Media

Luxury sales are flattening amid a self-inflicted creativity crisis and price hikes, study finds

FILE - A woman walks past the Gucci store window at the Via Montenapoleone fashion district, during the Milan’s fashion week in Milan, Italy, Friday, Sept. 25, 2020. The post-pandemic surge in global sales of luxury handbags, shoes and apparel is on pace to stall this year amid a creativity crisis and price hikes focused on the biggest spending customers. (AP Photo/Luca Bruno, File)

FILE - Creations for ‘Runway Reinvented’, part of the ‘We Are Made in Italy’ collecting fashion event are shown during the women’s Spring Summer 2023 fashion week, in Milan, Italy, Wednesday, Sept. 21, 2022. The post-pandemic surge in global sales of luxury handbags, shoes and apparel is on pace to stall this year amid a creativity crisis and price hikes focused on the biggest spending customers. (AP Photo/Alberto Pezzali, File)

• Copy Link copied

MILAN (AP) — The post-pandemic surge in global sales of luxury handbags, shoes and apparel is set to stall this year amid a creativity crisis and price hikes as brands shift focus to the biggest spending customers, a new study by the Bain consultancy said Tuesday.

Bain is forecasting flat worldwide luxury sales in 2024 following a slight first-quarter dip, according to the study commissioned by the Altagamma association. The consultancy cited political uncertainty during a presidential election year in the United States as well as economic uncertainty in China that has brought on a phenomenon of “luxury shaming.”

Beyond socioeconomic factors and rising geopolitical tensions, the slowdown is also partly “self-inflicted,’’ said Bain partner Claudia D’Arpizio.

She cited a “creativity crisis,’’ in the sector, as a number of major fashion houses are transitioning creative directors, and a new focus on the super-wealthy customers, at the expense of the aspirational middle class and Gen-Z youngsters who fueled growth before the pandemic.

“There is a lack of clarity for many of these brands. They are making attempts to regain focus. It is five, six brands under turn-around, big ones. This is not helping the overall excitement,’’ D’Arpizio told The Associated Press. “This is a supply-driven industry. When you have the brands really in tune with customer needs, it usually reacts quickly.’’

She said some “tweaks” are needed on strategy and price points, adding that “you can’t grow without the middle class and younger generations.”

Among major fashion houses, Gucci and Moschino have made runway debuts of their new creative directions, while the first Valentino collection by the new creative director hits the runway in September. Chanel has the position to fill after the incumbent resigned earlier this month.

While inflation is one element of price hikes, D’Arpizio said brands are also refocusing on the estimated 6 million to 8 million consumers at the top of the pyramid as they search for better profit margins. At the same time, there has been less rejuvenation in the offerings.

Steep price increases for items that don’t show significant innovation, and feel like something they have seen before, leaves customers “upset and puzzled.”

Flat global luxury sales forecasts follow a pent-up post-pandemic spending surge that pushed sales during the 2021-23 period up 24% over 2019 levels.

Last year, sales of personal luxury goods grew by 4% to 362 billion euros (about $388 billion) from 349 euros in 2022, due largely to a resurgence of U.S. and Asian tourism to Europe fueling purchases. Add in luxury travel, fine art, cars and yachts, the vast global luxury market expanded to 1.5 trillion euros last year — highlighting a trend toward experiences over tangible goods.

Japan is a bright spot as the return of foreign tourists with the yen at the lowest level to the U.S. dollar in 20 years, while Europe continues strong trends due to tourist spending and an increase in local consumption, especially in French and Italian cities.

• App Building
• Be Release Ready – Summer ’24
• Integration
• Salesforce Well-Architected ↗
• See all products ↗
• Career Resources
• Essential Habits
• Salesforce Admin Skills Kit
• Salesforce Admin Enablement Kit

Home » Video » Create Dynamic Case Creation Forms with Attachments Using Flow Builder | How I Solved It

• Create Dynamic Case Creation Forms with Attachments Using Flow Builder | How I Solved It

Welcome to another “How I Solved It.” In this series, we do a deep dive into a specific business problem and share how one Awesome Admin chose to solve it. Once you learn how they solved their specific problem, you’ll be inspired to try their solution yourself! Watch how Dan Faulkner built a screen flow to allow customers to submit cases with attachments to their support team with tailored questions based on the product they need support for.

Key business problem

Causeway Technologies has a large number of products, and each product has information that we need to gather to quickly and effectively solve issues and help with inquiries. We found Email-to-Case is not effective in gathering the correct data on creation and using Web-to-Case lacked the functionality of attachments, which is important in our field. I wanted to make a streamlined way for our customers to create cases through our Experience Cloud site, gathering important information our support team needs, and ensure that the customer’s inquiry is routed to the correct team members.

How I solved it

I originally created a screen flow that allowed our customers to raise cases with our support team, but quickly realized that the way I built it wasn’t scalable due to complex decision logic and having multiple product dependencies on one screen. The importance of scalability and flexibility cannot be understated because, as an admin, you need to be agile and respond to business process changes. If you build your solutions in a rigid way, you’ll set yourself up to fail. As we were growing organically and by acquisition, I had to act quickly and build something that whenever a new product required support, I could quickly build, test, and release a new set of questions.

I created a screen flow that is embedded in our Experience Cloud site. There are three mandatory fields on the initial screen, “Which product do you need support?”, followed by the impact and urgency of the inquiry. The urgency and impact fields both have three options: High, Medium, and Low. If both urgency and impact are set to High, the customer will be asked to call us, rather than create a case through this method. For all the other urgency/impact combinations, the case will be routed depending on the product selected.

This is what our customers see when creating a case. Once they have completed the steps, they will either be asked to call us or a case record will be created.

When the customer selects the product they need support for along with the impact and urgency of the inquiry, a new optional field called “Please add any CC addresses here for case updates” will appear for our customers to provide a list of email addresses of other people/groups who need to receive updates from the case. Once the customer clicks Next, a new screen will appear to guide the user through a set of questions to raise their support case. If the impact and urgency have both been set to High, the customer will see the following screen.

The customer can either click Finish and call us, or click Previous to go back and adjust the values on the previous screen and go through the standard case creation process.

Next, the customer will answer questions to give us information about their inquiry. Once completed, the customer will be taken to the next screen to attach any relevant files.

The customer can optionally add files at this point. If no files are required, this can be skipped. Upon clicking Next, the case is created and a success page is shown with case reference number that they can use for future correspondence.

How I created the solution

Let’s break down the screen flow to understand how I built it and why I made the decisions I did.

I used a Get Records element to find the contact record for the customer using the email address of the logged-in Experience Cloud user. This allows me to use this variable later on in the flow to assign the contact to the case and pull in important information.

Note: User contact emails in our Salesforce org are unique, so I know that the case is always attached to the correct contact.

I used a Screen element that has three picklists and a text field, which conditionally showed when a product was selected.

I created a Decision element that determines whether the case should be created based on whether the urgency and impact fields have both been set to High. Since the case hasn’t been created yet, you’ll need to reference the screen component values set in Step 2. I used this instead of a validation rule because I feel it’s visually more aesthetic and gives the user an opportunity to go back and change either the urgency or impact values.

For the default outcome of the previous Decision element (Step 3), I take us to another Decision element where we determine which product was selected.

Next, I used a Get Records element to retrieve the queue/user that this case should be assigned to. This allows us to avoid hard coding the queue ID into our flow, as hard coding IDs is a bad practice. When retrieving the queue, you’ll notice that the object is set to Group. Also notice that I’m using the DeveloperName to filter the Group record. This is because the standard Name field is not unique — and it’s also best practice as the Group Name is subject to change. This step is required in my build, due to assignment rules not being defined.

Note: If you’re using case assignment rules, Step 5 is not needed.

I built a Screen element for each product to gather answers to product-specific questions. It’s important that the application programming interface (API) names of these fields are concise, as you’ll need to reference them later in the flow. This is where you can add all of the questions that need to be answered dependent on the product that the customer needs support for. I’ve also added component visibility based on answers to previous questions so we’re gathering relevant information from our customers.

This is an optional step, but for some of the products that we have, text fields are required for some subcategories of the products and not others. This Decision element is used for UI reasons and to make sure the case created only has relevant information. I decided that all text questions are concatenated into the description field and there are different text fields based on product subcategories. This decision allows me to create separate paths based on subcategories and create a text template which holds different text options (which I will cover in Step 8).

Next, I used a Create Records element to create a case using the information that has been gathered throughout the previous steps. Select the fields and screen component resources to set them to.

As mentioned in Step 7, you can also create a text template with multiple merge fields.

Next, I created a Get Records element to retrieve the case created in the previous step, automatically storing all the fields for later use.

I created a Screen element with a file upload input to allow customers to upload files and attachments, including multiple files, to the case. To make sure that the file is attached to the case, you’ll need to select the related record ID to the case that was created in Step 8.

I then created another Screen element. This time, it has a Display Text component with a message letting the customer know case creation was successful. You can provide references to other flow resources from earlier on in the screen flow — in this example, the case number — so the customer can reference it in future communications with the company about the case.

Business results

This screen flow has been a huge time-saver, not only for our team but also for our customers. It eliminates the ambiguity of Email-to-Case and makes sure that the support team is aware of what the customer is having an issue with. We have a Visio template that we use for any new products so that when the questions for a product are defined, the turnaround is quick. As we are a software business, having supporting documentation on the case is critical. There are some limitations with native solutions, so this has been a game-changer for custom case creation forms with the ability to attach files.

Do try this at home

I definitely recommend using screen flows and automating as much as possible in Salesforce. You may have a different use case, but you can automate processes to show data by using a screen flow with a data table component. The possibilities are endless! If you gather information from customers or users and you think that a screen flow may be the way forward, access your sandbox and try, try, and try again!

• Trailhead: Screen Flows
• Trailhead: Screen Flow Fundamentals Superbadge Unit
• External Site: Salesforce Ben: How to Create a Salesforce Screen Flow

Want to see more good stuff? Subscribe to our channel!

Daniel faulkner.

Daniel Faulkner, Head of Salesforce at Causeway Technologies, is a father, cat dad, nerd, and gym-goer. He's been working with Salesforce for 12 years and has never looked back!

Related Posts

How I Solved It | We Turned Salesforce Into a Puppy Adoption Platform!

By Brandon Walton | May 21, 2024

Welcome to another How I Solved It. In this series, we do a deep dive into a specific business problem and share how one Awesome Admin chose to solve it. Once you learn how they solved their specific problem, you’ll be inspired to try their solution yourself! Watch how Brandon Walton helped Family Bred Puppies […]

Mass Create and Update Records in a Few Clicks | How I Solved It

By Kim Strauss | April 8, 2024

Welcome to another “How I Solved It.”  In this series, we do a deep dive into a specific business problem and share how one Awesome Admin chose to solve it. Once you learn how they solved their specific problem, you’ll be inspired to try their solution yourself! Watch how Kim Strauss built an automation for […]

Use a Screen Flow to Avoid Duplicates in a Private Sharing Model | How I Solved It

By Erick Mahle | March 13, 2024

Welcome to another “How I Solved It.” In this series, we do a deep dive into a specific business problem and share how one Awesome Admin chose to solve it. Once you learn how they solved their specific problem, you’ll be inspired to try their solution yourself! Watch how Erick Mahle improved user navigation within […]

What does the NSW bird flu case mean for households and grocery lists?

Egg stock in supermarkets are down, and hundreds of thousands of chickens are set to be euthanased as bird flu wreaks havoc across Australia.

Virus strain HPAI H7N8 was detected on a large poultry egg farm in the Hawkesbury district of NSW on Wednesday.

NSW Minister for Agriculture Tara Moriarty told ABC News 8,000 birds died from the flu as it swept through the farm with 240,000 birds at the farm to be euthanased.

Premier Chris Minns said there was no reason to panic as the confirmed case was "quarantined to one particular site" and government officials were "managing the situation".

It follows — but is not connected to — an outbreak of two strains in Victoria, and a third causing concern around the world.

A low-pathogenic case of bird flu was also detected in Western Australia last month.

Professor of microbiology at Swinburne University and food health and safety expert Enzo Palombo said that while there's "never been any evidence" of the virus transmitting to food supply, there are still measures that can be taken to minimise risk. 

Here are the implications of bird flu, and how it will likely affect consumers. 

What is the H7N8 strain of bird flu?

Avian influenza, more commonly known as bird flu, is an infectious virus similar to seasonal influenza (flu) in humans.

NSW Health says it spreads predominantly through wild water birds, and there are several types that vary in how deadly it is for the animals.

The virus can occasionally, but rarely, spread to humans through contact with infected birds.

There has been a lock down of machinery, materials, animals and transport within a radius of 2 kilometres of the affected egg farm, covering three large commercial poultry farms and up to 355,000 birds will be monitored for any signs of the virus.

Most strains have not shown evidence of efficient person-to-person transmission or community spread to date, according to the World Health Organization (WHO).

HPAI stands for high pathogenicity avian influenza — meaning it is more likely to kill chickens, and has been implicated in eight successfully eradicated poultry outbreaks in Australia.

In NSW, it has been eradicated three times, most recently in regional town Young in the Hilltops Region in 2013.

H7N8 is different from fellow HPAI and global strain of concern H5N1, detected in a Melbourne toddler recently , as well as H7N3 and H7N9 which have caused outbreaks in Victoria.

The strain that led to the quarantine of the Greater Sydney Basin farm is understood to be a "separate spill-over event" potentially from wild birds.

"In terms of the types of virus that are causing the outbreaks in Australia, they are rarely, if ever, implicated in human disease," Professor Palombo said.

"If you haven't already, get your annual flu vaccination, because the less human flu there is in the community, the less likely these events where human and bird viruses merge to be something different, can occur."

Does it relate to the current egg shortage?

Professor Palombo said more broadly, empty shelves in supermarkets can happen when supply farms are impacted, or to prepare consumers for wider anticipated egg shortages.

"[This can] help the public get used to perhaps having to find alternative supplies," he said.

The Victorian outbreak has already affected poultry supply, and led to warnings of potential shortages that could affect egg supplies nationwide.

According to the egg industry, there are more than 21 million hens in the national egg flock and more than 1 million in Victoria that will be culled to stop the bird flu spread.

In the Hawkesbury farm instance, Australian Eggs managing director Rowan McMonnies said birds on the farm would be euthanised. 

He said it would cause a "significant blow" to the farm involved and the industry at large.

Victoria, New South Wales and Queensland produce more than 350 million dozen eggs each year combined.

Ms Moriarty said NSW consumers should not be concerned about eggs and poultry products from the supermarkets "because this detection does not pose a risk to consumer health and the products are safe to consume".

President of the NSW branch of the Farmers Federation Xavier Martin said earlier this month that less than 2 per cent of Australia's hens had been impacted.

He said that buying restrictions had more to do with supermarket procurement policy than farmers.

"There's no need for any concerns, avian influenza is not new — it's been in New South Wales about a decade ago."

Peak body Australian Eggs assured consumers that there were "still hundreds of egg farms around the country" to support demand as impacted farms recover.

"These avian influenza incidents will cause some disruption to egg supply as retailers reorganise their supply," Mr McMonnies said. 

"But purchase limits or patchy supermarket shelves do not indicate a nation-wide shortage."

Should we be concerned about diets, coops?

Professor Palombo assured the risk of transmission through eggs and poultry meat is "so remote that it's probably not even a concern".

Regular precautions in food hygiene, handling, cooking and storing help make the risk negligible, he said.

"If the virus ever gets into the food supply, cooking the food thoroughly, as we should always do with any poultry products, will kill the virus and therefore eliminate the risk.

"Remember, the flu is a respiratory virus, it doesn't spread through food, which is one reassuring piece of good news."

People most at risk are those in close contact with live infected birds, like at farms or abattoirs, Professor Palombo said.

"In terms of the general public, there's been no evidence of this virus being able to spread to humans unless they are in very deep contact or close contact with infected [birds]."

The professor said people with backyard chickens could also be more vigilant watching the health of themselves and their birds.

"If they see any signs of distress, symptoms like diarrhoea or respiratory symptoms, contact your authorities and report those," he urged.

• X (formerly Twitter)

Related Stories

Bird flu detected on sydney poultry farm different to victorian strain.

More than 1 million birds to be killed in Victoria to stop the spread of deadly disease

Do you own backyard chickens? Here's what you can do to help stop the spread of bird flu

• Avian Influenza
• Hawkesbury Heights
• Poultry Farming
• Supermarkets and Grocery Retailers

Supreme Court rejects bid to restrict access to abortion pill

WASHINGTON — In a blow for anti-abortion advocates, the Supreme Court on Thursday rejected a challenge to the abortion pill mifepristone, meaning the commonly used drug can remain widely available.

The court found unanimously that the group of anti-abortion doctors who questioned the Food and Drug Administration’s decisions making it easier to access the pill did not have legal standing to sue.  

President Joe Biden said in a statement that while the ruling means the pill can remain easily accessible, "the fight for reproductive freedom continues" in the aftermath of the Supreme Court's ruling two years ago that overturned the abortion-rights landmark Roe v. Wade.

"It does not change the fact that the right for a woman to get the treatment she needs is imperiled if not impossible in many states," he added.

Justice Brett Kavanaugh wrote for the court that while plaintiffs have "sincere legal, moral, ideological, and policy objections to elective abortion and to FDA's relaxed regulation of mifepristone," that does not mean they have a federal case.

The plaintiffs failed to show they had suffered any injury, meaning "the federal courts are the wrong forum for addressing the plaintiffs' concerns about FDA's actions," he added.

"The plaintiffs may present their concerns and objections to the president and FDA in the regulatory process or to Congress and the president in the legislative process," Kavanaugh wrote. "And they may also express their views about abortion and mifepristone to fellow citizens, including in the political and electoral processes."

The legal challenge was brought by doctors and other medical professionals represented by the conservative Christian legal group Alliance Defending Freedom.

"We are disappointed that the Supreme Court did not reach the merits of the FDA’s lawless removal of commonsense safety standards for abortion drugs," said Erin Hawley, one of the group's lawyers. She told reporters she is hopeful the underlying lawsuit can continue because three states — Idaho, Missouri and Kansas — have brought their own claims and have different arguments for standing.

By throwing out the case on such grounds, the court avoided reaching a decision on the legal merits of whether the FDA acted lawfully in lifting various restrictions, including one making the drug obtainable via mail, meaning the same issues could yet return to the court in another case.

Another regulatory decision left in place means women can still obtain the pill within 10 weeks of gestation instead of seven. 

Likewise a decision to allow health care providers other than physicians to dispense the pill will remain in effect.

The court's decision to roll back abortion rights two years ago led to a wave of new abortion restrictions in conservative states.

Then, the court suggested it was removing itself from the political debate over abortion, but with litigation continuing to rage over abortion access, the justices continue to play a pivotal role. 

Abortion-rights supporters welcomed the ruling, with Nancy Northup, president of the Center for Reproductive Rights, saying she was relieved at the outcome but angered that the case lingered in the court system so long.

"Thank goodness the Supreme Court rejected this unwarranted attempt to curtail access to medication abortion, but the fact remains that this meritless case should never have gotten this far," she said in a statement.

Danco Laboratories, manufacturer of Mifeprex, the brand version of mifepristone, praised the ruling, too, saying it was good for the drug approval process writ large.

In rejecting the challenge, the court "maintained the stability of the FDA drug approval process, which is based on the agency’s expertise and on which patients, health care providers and the U.S. pharmaceutical industry rely," company spokeswoman Abigail Long said.

Anti-abortion groups expressed disappointment, saying the ruling highlighted the importance of this year's election, in which Democrat Biden, who has pledged to defend abortion rights, faces off against Republican Donald Trump, who has the strong backing of conservatives who oppose abortion.

"Joe Biden and the Democrats are hell-bent on forcing abortion on demand any time for any reason, including DIY mail-order abortions, on every state in the country," said Marjorie Dannenfelser, president of SBA Pro-Life America.

If Trump were to win the election, his appointees to the FDA would be in a position to impose new restrictions on mifepristone. Biden’s campaign manager, Julie Chavez Rodriguez, alluded to the possibility in a call with reporters after the ruling. Calling the case “one tactic in a broader, relentless strategy” by anti-abortion activists, Chavez Rodriguez said that if Trump is elected, his advisers and allies would try to ban abortion nationwide “without the help of Congress or the court” and also restrict access to contraception — a threat, she said, to blue as well as red states.

The mifepristone dispute is not the only abortion case before the court. It is also due to decide whether Idaho’s strict abortion ban prevents doctors in emergency rooms from performing abortions when a pregnant woman faces dangerous complications.

Mifepristone is used as part of a two-drug FDA-approved regimen that is now the most common form of abortion in the U.S.

Abortion is effectively banned altogether in 14 states, according to the Guttmacher Institute, a research group that backs abortion rights.

The FDA had the backing of the pharmaceutical industry, which has warned that any second-guessing of the approval process by untrained federal judges could cause chaos and deter innovation .

Last year, Texas-based U.S. District Judge Matthew Kacsmaryk issued a sweeping ruling that completely invalidated the FDA’s approval of the pill, leading to panic among abortion-rights activists that it would be banned nationwide.

The Supreme Court put that ruling on hold, meaning the pill remained widely available while litigation continued.

The New Orleans-based 5th U.S. Circuit Court of Appeals in August then narrowed Kacsmaryk’s decision but left in place his conclusion that the FDA’s move to lift restrictions starting in 2016 was unlawful.

Both sides appealed to the Supreme Court. The court in December took up the Biden administration’s appeal in defense of the later FDA decisions, but it opted against hearing the challenge to the original approval of mifepristone in 2000. 

The Supreme Court focused solely on the later FDA action, including the initial 2021 decision that made the drug available by mail, which was finalized last year.

Lawrence Hurley covers the Supreme Court for NBC News.