sales case study template

How to write a case study — examples, templates, and tools

It’s a marketer’s job to communicate the effectiveness of a product or service to potential and current customers to convince them to buy and keep business moving. One of the best methods for doing this is to share success stories that are relatable to prospects and customers based on their pain points, experiences, and overall needs.

That’s where case studies come in. Case studies are an essential part of a content marketing plan. These in-depth stories of customer experiences are some of the most effective at demonstrating the value of a product or service. Yet many marketers don’t use them, whether because of their regimented formats or the process of customer involvement and approval.

A case study is a powerful tool for showcasing your hard work and the success your customer achieved. But writing a great case study can be difficult if you’ve never done it before or if it’s been a while. This guide will show you how to write an effective case study and provide real-world examples and templates that will keep readers engaged and support your business.

In this article, you’ll learn:

What is a case study?

How to write a case study, case study templates, case study examples, case study tools.

A case study is the detailed story of a customer’s experience with a product or service that demonstrates their success and often includes measurable outcomes. Case studies are used in a range of fields and for various reasons, from business to academic research. They’re especially impactful in marketing as brands work to convince and convert consumers with relatable, real-world stories of actual customer experiences.

The best case studies tell the story of a customer’s success, including the steps they took, the results they achieved, and the support they received from a brand along the way. To write a great case study, you need to:

• Celebrate the customer and make them — not a product or service — the star of the story.
• Craft the story with specific audiences or target segments in mind so that the story of one customer will be viewed as relatable and actionable for another customer.
• Write copy that is easy to read and engaging so that readers will gain the insights and messages intended.
• Follow a standardized format that includes all of the essentials a potential customer would find interesting and useful.
• Support all of the claims for success made in the story with data in the forms of hard numbers and customer statements.

Case studies are a type of review but more in depth, aiming to show — rather than just tell — the positive experiences that customers have with a brand. Notably, 89% of consumers read reviews before deciding to buy, and 79% view case study content as part of their purchasing process. When it comes to B2B sales, 52% of buyers rank case studies as an important part of their evaluation process.

Telling a brand story through the experience of a tried-and-true customer matters. The story is relatable to potential new customers as they imagine themselves in the shoes of the company or individual featured in the case study. Showcasing previous customers can help new ones see themselves engaging with your brand in the ways that are most meaningful to them.

Besides sharing the perspective of another customer, case studies stand out from other content marketing forms because they are based on evidence. Whether pulling from client testimonials or data-driven results, case studies tend to have more impact on new business because the story contains information that is both objective (data) and subjective (customer experience) — and the brand doesn’t sound too self-promotional.

Case studies are unique in that there’s a fairly standardized format for telling a customer’s story. But that doesn’t mean there isn’t room for creativity. It’s all about making sure that teams are clear on the goals for the case study — along with strategies for supporting content and channels — and understanding how the story fits within the framework of the company’s overall marketing goals.

Here are the basic steps to writing a good case study.

1. Identify your goal

Start by defining exactly who your case study will be designed to help. Case studies are about specific instances where a company works with a customer to achieve a goal. Identify which customers are likely to have these goals, as well as other needs the story should cover to appeal to them.

The answer is often found in one of the buyer personas that have been constructed as part of your larger marketing strategy. This can include anything from new leads generated by the marketing team to long-term customers that are being pressed for cross-sell opportunities. In all of these cases, demonstrating value through a relatable customer success story can be part of the solution to conversion.

2. Choose your client or subject

Who you highlight matters. Case studies tie brands together that might otherwise not cross paths. A writer will want to ensure that the highlighted customer aligns with their own company’s brand identity and offerings. Look for a customer with positive name recognition who has had great success with a product or service and is willing to be an advocate.

The client should also match up with the identified target audience. Whichever company or individual is selected should be a reflection of other potential customers who can see themselves in similar circumstances, having the same problems and possible solutions.

Some of the most compelling case studies feature customers who:

• Switch from one product or service to another while naming competitors that missed the mark.
• Experience measurable results that are relatable to others in a specific industry.
• Represent well-known brands and recognizable names that are likely to compel action.
• Advocate for a product or service as a champion and are well-versed in its advantages.

Whoever or whatever customer is selected, marketers must ensure they have the permission of the company involved before getting started. Some brands have strict review and approval procedures for any official marketing or promotional materials that include their name. Acquiring those approvals in advance will prevent any miscommunication or wasted effort if there is an issue with their legal or compliance teams.

3. Conduct research and compile data

Substantiating the claims made in a case study — either by the marketing team or customers themselves — adds validity to the story. To do this, include data and feedback from the client that defines what success looks like. This can be anything from demonstrating return on investment (ROI) to a specific metric the customer was striving to improve. Case studies should prove how an outcome was achieved and show tangible results that indicate to the customer that your solution is the right one.

This step could also include customer interviews. Make sure that the people being interviewed are key stakeholders in the purchase decision or deployment and use of the product or service that is being highlighted. Content writers should work off a set list of questions prepared in advance. It can be helpful to share these with the interviewees beforehand so they have time to consider and craft their responses. One of the best interview tactics to keep in mind is to ask questions where yes and no are not natural answers. This way, your subject will provide more open-ended responses that produce more meaningful content.

4. Choose the right format

There are a number of different ways to format a case study. Depending on what you hope to achieve, one style will be better than another. However, there are some common elements to include, such as:

• An engaging headline
• A subject and customer introduction
• The unique challenge or challenges the customer faced
• The solution the customer used to solve the problem
• The results achieved
• Data and statistics to back up claims of success
• A strong call to action (CTA) to engage with the vendor

It’s also important to note that while case studies are traditionally written as stories, they don’t have to be in a written format. Some companies choose to get more creative with their case studies and produce multimedia content, depending on their audience and objectives. Case study formats can include traditional print stories, interactive web or social content, data-heavy infographics, professionally shot videos, podcasts, and more.

5. Write your case study

We’ll go into more detail later about how exactly to write a case study, including templates and examples. Generally speaking, though, there are a few things to keep in mind when writing your case study.

• Be clear and concise. Readers want to get to the point of the story quickly and easily, and they’ll be looking to see themselves reflected in the story right from the start.
• Provide a big picture. Always make sure to explain who the client is, their goals, and how they achieved success in a short introduction to engage the reader.
• Construct a clear narrative. Stick to the story from the perspective of the customer and what they needed to solve instead of just listing product features or benefits.
• Leverage graphics. Incorporating infographics, charts, and sidebars can be a more engaging and eye-catching way to share key statistics and data in readable ways.
• Offer the right amount of detail. Most case studies are one or two pages with clear sections that a reader can skim to find the information most important to them.
• Include data to support claims. Show real results — both facts and figures and customer quotes — to demonstrate credibility and prove the solution works.

6. Promote your story

Marketers have a number of options for distribution of a freshly minted case study. Many brands choose to publish case studies on their website and post them on social media. This can help support SEO and organic content strategies while also boosting company credibility and trust as visitors see that other businesses have used the product or service.

Marketers are always looking for quality content they can use for lead generation. Consider offering a case study as gated content behind a form on a landing page or as an offer in an email message. One great way to do this is to summarize the content and tease the full story available for download after the user takes an action.

Sales teams can also leverage case studies, so be sure they are aware that the assets exist once they’re published. Especially when it comes to larger B2B sales, companies often ask for examples of similar customer challenges that have been solved.

Now that you’ve learned a bit about case studies and what they should include, you may be wondering how to start creating great customer story content. Here are a couple of templates you can use to structure your case study.

Template 1 — Challenge-solution-result format

• Start with an engaging title. This should be fewer than 70 characters long for SEO best practices. One of the best ways to approach the title is to include the customer’s name and a hint at the challenge they overcame in the end.
• Create an introduction. Lead with an explanation as to who the customer is, the need they had, and the opportunity they found with a specific product or solution. Writers can also suggest the success the customer experienced with the solution they chose.
• Present the challenge. This should be several paragraphs long and explain the problem the customer faced and the issues they were trying to solve. Details should tie into the company’s products and services naturally. This section needs to be the most relatable to the reader so they can picture themselves in a similar situation.
• Share the solution. Explain which product or service offered was the ideal fit for the customer and why. Feel free to delve into their experience setting up, purchasing, and onboarding the solution.
• Explain the results. Demonstrate the impact of the solution they chose by backing up their positive experience with data. Fill in with customer quotes and tangible, measurable results that show the effect of their choice.
• Ask for action. Include a CTA at the end of the case study that invites readers to reach out for more information, try a demo, or learn more — to nurture them further in the marketing pipeline. What you ask of the reader should tie directly into the goals that were established for the case study in the first place.

Template 2 — Data-driven format

• Start with an engaging title. Be sure to include a statistic or data point in the first 70 characters. Again, it’s best to include the customer’s name as part of the title.
• Create an overview. Share the customer’s background and a short version of the challenge they faced. Present the reason a particular product or service was chosen, and feel free to include quotes from the customer about their selection process.
• Present data point 1. Isolate the first metric that the customer used to define success and explain how the product or solution helped to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 2. Isolate the second metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 3. Isolate the final metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Summarize the results. Reiterate the fact that the customer was able to achieve success thanks to a specific product or service. Include quotes and statements that reflect customer satisfaction and suggest they plan to continue using the solution.
• Ask for action. Include a CTA at the end of the case study that asks readers to reach out for more information, try a demo, or learn more — to further nurture them in the marketing pipeline. Again, remember that this is where marketers can look to convert their content into action with the customer.

While templates are helpful, seeing a case study in action can also be a great way to learn. Here are some examples of how Adobe customers have experienced success.

Juniper Networks

One example is the Adobe and Juniper Networks case study , which puts the reader in the customer’s shoes. The beginning of the story quickly orients the reader so that they know exactly who the article is about and what they were trying to achieve. Solutions are outlined in a way that shows Adobe Experience Manager is the best choice and a natural fit for the customer. Along the way, quotes from the client are incorporated to help add validity to the statements. The results in the case study are conveyed with clear evidence of scale and volume using tangible data.

The story of Lenovo’s journey with Adobe is one that spans years of planning, implementation, and rollout. The Lenovo case study does a great job of consolidating all of this into a relatable journey that other enterprise organizations can see themselves taking, despite the project size. This case study also features descriptive headers and compelling visual elements that engage the reader and strengthen the content.

Tata Consulting

When it comes to using data to show customer results, this case study does an excellent job of conveying details and numbers in an easy-to-digest manner. Bullet points at the start break up the content while also helping the reader understand exactly what the case study will be about. Tata Consulting used Adobe to deliver elevated, engaging content experiences for a large telecommunications client of its own — an objective that’s relatable for a lot of companies.

Case studies are a vital tool for any marketing team as they enable you to demonstrate the value of your company’s products and services to others. They help marketers do their job and add credibility to a brand trying to promote its solutions by using the experiences and stories of real customers.

When you’re ready to get started with a case study:

• Think about a few goals you’d like to accomplish with your content.
• Make a list of successful clients that would be strong candidates for a case study.
• Reach out to the client to get their approval and conduct an interview.
• Gather the data to present an engaging and effective customer story.

Adobe can help

There are several Adobe products that can help you craft compelling case studies. Adobe Experience Platform helps you collect data and deliver great customer experiences across every channel. Once you’ve created your case studies, Experience Platform will help you deliver the right information to the right customer at the right time for maximum impact.

To learn more, watch the Adobe Experience Platform story .

Keep in mind that the best case studies are backed by data. That’s where Adobe Real-Time Customer Data Platform and Adobe Analytics come into play. With Real-Time CDP, you can gather the data you need to build a great case study and target specific customers to deliver the content to the right audience at the perfect moment.

Watch the Real-Time CDP overview video to learn more.

Finally, Adobe Analytics turns real-time data into real-time insights. It helps your business collect and synthesize data from multiple platforms to make more informed decisions and create the best case study possible.

Request a demo to learn more about Adobe Analytics.

https://business.adobe.com/blog/perspectives/b2b-ecommerce-10-case-studies-inspire-you

https://business.adobe.com/blog/basics/business-case

https://business.adobe.com/blog/basics/what-is-real-time-analytics

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8 Case Study Examples to Close Sales Faster [+ Tips & Templates]

Updated August 2023: Sales case studies are powerful tools for B2B SaaS companies to close bigger deals faster. Over 90% of consumers trust a non-paid recommendation like a customer success story over traditional advertising. Reviewing a few case study examples regularly is one way to ensure your case study game stays on point.

How do your competitors’ case study examples stack up?

Over 82% of tech marketers use sales case studies, so there are a lot of customer success stories to choose from. You can hone in on your specific industry to identify case study examples that showcase best practices and trends. See what other SaaS companies excel at and where they could improve. And save good sales case study examples in a swipe file to draw inspiration from.

Use case study examples for inspiration

As a busy SaaS marketer, you may feel strapped for time when it comes to finding sales case study examples to review. Well, you’re in luck because we’ve done the legwork for you. We found 8 case study examples and analyzed them to see where the story hits the mark and where it falls short. 

The purpose of critiquing good SaaS case study examples is to help you see that even the top dogs aren’t untouchable. We can all learn how to write a case study from what they do well with their content and what they need to work on.

Learn from these 8 case study examples:

• ServiceChannel

SaaS case study example 1: ServiceChannel

ServiceChannel case study example: Freshpet

ServiceChannel provides facility managers with a single platform to source, procure, manage and pay for facility maintenance and repair services from commercial contractors. The company is currently used daily by 500+ brands to manage over 50,000 contractors at 300,000+ locations in 63 countries. 

Check out the sales case study example we’re critiquing: Freshpet Cuts Out Middleman for Asset Management, Improves Operations and Increases Customer Satisfaction .

What worked well

1. strong executive summary:.

Case study examples like this one kick off with an introduction to the customer’s business, and call out the benefits Freshpet received from working with ServiceChannel, as well as a few quantifiable results. It’s an excellent example of an executive summary that provides a concise overview of the case study, giving the reader the highlights right away.

2. Defined structure and rich detail:

The case study example clearly flows through Freshpet’s challenges and goals, as well as the solutions, benefits and results that the company got from working with ServiceChannel. The challenge section paints a compelling picture of Freshpet’s pain prior to working with ServiceChannel, and the solution section also includes why Freshpet chose ServiceChannel as a vendor—a valuable detail that’s often missing from case studies.

3. Various design elements:

ServiceChannel understands that no matter how powerful the storytelling in a case study is, you need quality graphic design to grab and keep your reader’s attention . This case study example hits the mark by incorporating strong design such as imagery, icons, bulleted lists and pull quotes.

4. Useful metrics:

This story includes several case study metrics to measure Freshpet’s success after implementing ServiceChannel’s solution. For example, it shows how Freshpet increased asset management efficiency by 53%.

In addition, the statistics highlight where Freshpet started out for additional context: “The same number of Freshpet staff and contractors who had serviced 13,000 refrigerated units now service 18,000 to 20,000 units.”

What could be better

1. title choice:.

The current title of this case study example is trying to touch on several points. The title would be more focused and impactful if ServiceChannel used a statistic and added its company name, for example, “Freshpet Increases Asset Management Efficiency by 53% with ServiceChannel.”

2. Links to products:

There are no links driving users to ServiceChannel’s product pages. This would be a useful addition to enable readers to more easily learn about products they’re interested in with a simple click, rather than making them do the work of navigating on their own.

3. Customer quotes:

The only 2 quotes in this case study are the pull quotes. Quotes are important to include to illustrate the customer’s perspective in their words. However, the case study would feel like more of a story with personality if ServiceChannel had included more customer quotes throughout the body text.

4. Call to action (CTA):

The call to action is buried at the bottom of the page, underneath the “Related Content” section. As a result, most readers likely miss it. Try moving it up to a more prominent spot within the story. A CTA should use specific language that speaks directly to your prospective customers , as well as smart design (including colour and large text) to make your words pop off the page.

SaaS case study example 2: Zenefits

Zenefits case study example: Skilljar

The Zenefits People Platform brings everything HR related into one simple, single app. The company’s platform is designed to be comprehensive, but not overly complex. It puts benefits, payroll and HR access in the pockets and at the fingertips of employees.

Check out the case study example we’re critiquing: Customer Education Company Taps Zenefits to Level the Playing Field for Talent in Seattle

1. “Above the fold” section

The case study title, hero image and fast facts box are visually engaging and immediately draw the reader into the story. These elements pop on the lightly coloured web page background. This part of Zenefits’ case study is an excellent example of case study design .

2. Compelling hero image

The image at the top of the case study examples like this one showcase the “people first” aspect of HR that’s integral to both Zenefits and its customer, Skilljar. The image is dynamic, colourful, and the people in the shot look happy and engaged.

3. Fast facts box

This graphic element is brightly coloured and eye-catching. It also showcases important information such as the size of the customer company, Skilljar, and the Zenefits products that Skilljar purchased.

4. Call to action (CTA) button

The orange “Try It Now” CTA button at the top right corner of the web page contrasts well with the white background, and stays in place as you scroll through this case study example. The CTA is obvious and clear .

5. Strong introduction

This case study intro clearly explains what type of organization Skilljar is and why there is a need for the company’s services in the marketplace.

6. Identifiable sections

The challenge and solution sections of this case study example are clearly marked, enabling the reader to follow along with the story easily.

7. Pull quote

This is another example of great design, with graphics and an image to accompany the pull quote. Providing a headshot of the customer helps offer added social proof. The quote itself is also compelling and mentions Zenefits.

8. Customer testimonials

This case study example features several good customer testimonials throughout, which speak to the impact Zenefits has had on Skilljar’s business. This is important because customer quotes carry more credibility with readers (potential prospects) than a company’s own version of a story.

9. Closing CTA

In addition to the CTA button at the top of this case study, there’s a second CTA at the bottom of the page that offers the option to read customer stories, then talk to an advisor or try a product demo. It’s visually engaging with bright colours and clean design, communicating Zenefits’ message clearly and drawing the reader in.

1. Title choice

The case study title is a bit long and clunky, and should include a stat for greater impact. For example, the title could mention that Zenefits helped Skilljar triple the size of its workforce.

2. Challenge section

This part of the case study doesn’t really describe the customer’s challenge before using Zenefits’ software. Rather than simply touching on Skilljar’s opportunity to improve, the challenge section should illustrate how much time and money it was costing the company by not having Zenefits. The section should also incorporate a customer quote.

3. Solution section

The beginning of this section of this case study example would be stronger if the vendor selection process stood alone in a separate section, explaining why Zenefits stood out from other vendors. 

In addition, the section doesn’t really touch on the software solution itself until several paragraphs in. Be sure to link to product and service pages within your site to help the reader move through the buyer’s journey (and to improve SEO). 

4. Results section

This section should fall clearly under a header that says “Results” instead of the solution section of the case study. In addition, it could use more statistics to emphasize the pros of Zenefits’ solution—for example, how much time Skilljar has saved in the hiring process by using Zenefits.

SaaS case study example 3: AppDirect

AppDirect case study example: ADP

AppDirect ’s end-to-end cloud commerce platform connects channels, developers and customers to simplify the digital supply chain. The company enables its customers to onboard and sell products with third-party services—for any channel, on any device, with support.

Check out the case study example we’re critiquing: ADP Streamlines HR Operations for Companies Worldwide .

1. Overall design

This case study uses strong visuals to enhance the customer story and break up the text, including a video in the header, a sidebar, short paragraphs, lots of white space, a graphic element and a pull quote. It’s clear that AppDirect knows that strong design keeps readers engaged .

2. Customer video

This brief clip gives the reader valuable background information on what ADP does and what the company’s pain points were before working with AppDirect. This is a great feature for audiences who prefer to consume video content rather than read text.

3. Useful sidebar

The sidebar in this case study example provides helpful information, offering insight into the longevity of the relationship between AppDirect and ADP, as well as the scale of ADP’s business.

4. Pull quote

The customer pull quote acts as a strong visual call-out on the page and explains the value that AppDirect has brought to ADP from the customer’s perspective. This is important because it means more to readers to hear your customer’s opinion of your company than your (possibly biased) opinion.

5. Call-to-action options

It’s essential to include an obvious call to action (CTA) at the end of your case studies. This piece features an interesting series of CTAs for different use cases.

While the title of this case study example nods to the results ADP got from working with AppDirect, it would be stronger if it included a statistic and mentioned AppDirect by name.

This part of the case study reads like an introduction. The section explains what ADP is and what the company’s goals were when it sought out AppDirect, but doesn’t outline ADP’s pain points before implementing AppDirect. The pain points are only mentioned in the video. This challenge section should be changed to an introduction, and a true challenge section should be added for a stronger case study format .

3. Vendor selection and implementation section

The written portion of this case study example doesn’t explain why ADP chose AppDirect or how the implementation process went. The customer mentions this in the video, but including this information in the text would be an opportunity for AppDirect to further highlight its value for readers who skip the video.

4. Hard numbers

The results section of the case study could use statistics to drive home the benefits of working with AppDirect. Hard numbers are more impactful than qualitative statements.

SaaS case study example 4: Expensify

Expensify case study example: Philz Coffee

Expensify is the world’s most widely-used receipt tracking and expense management app. The company helps its customers ditch spreadsheets so they have more time to focus on what really matters.

Check out the case study example we’re critiquing: Philz Coffee – Mission: Happiness .

1. Informative image caption

The small caption on the case study header image tells the reader that Philz Coffee has been an Expensify customer since 2014, offering insight into the strength and longevity of the companies’ relationship.

2. Useful executive summary

The ‘At a Glance’ summary shows which Expensify product Philz purchased, and highlights the features that Philz Coffee loves about Expensify, as well as what results the company achieved by using Expensify’s product. This executive summary provides valuable information for the reader before they even dig into the case study.

3. Descriptive customer quotes

This case study example effectively illustrates Philz Coffee’s pain points in the customer’s words, enabling readers to consider their own challenges and envision themselves benefitting from Expensify’s solution.

4. Strong design elements

It’s important to consider several key design elements in your case study examples. Expensify’s case study on Philz Coffee uses a branded customer image and two pull quotes to break up the text. In addition, the piece is written in short paragraphs that are easy to scan, in keeping with best practice for web readability.

5. Specific sections

The most powerful case study examples clearly lay out the steps of their customer’s journey. Expensify’s case study on Philz Coffee uses headers that explain what each section is about and walk the reader through the journey in a structured format .

6. Clear call to action (CTA)

At the end of this case study, a prominent CTA invites the reader to enter their email address and sign up as an Expensify customer. An additional CTA, “GET STARTED TODAY” also appears as a button in the top right corner of the case study. These elements guide the reader to the action that Expensify wants the reader to take next.

1. Title structure

This section of the case study example would benefit from a rework. While the words “CASE STUDY” appear at the top in small print with the Philz Coffee logo underneath, it isn’t clear if “Mission: Happiness” is the title or a section header. This particular wording doesn’t explain what the case study is about or highlight the results Philz got from working with Expensify. 

“Philz Coffee reduces expense reporting time from days to hours with Expensify,” is an example of a strong title that names the customer and Expensify, and calls out quantifiable results. This would work well in the blue header area, while “Mission: Happiness” could remain as the introduction header.

2. Link to customer’s website

The case study should include a link to Philz’ website so that the content is a win-win for both Expensify and the customer. It’s important to help promote your customer so that they can benefit from the case study, too.

3. Challenge/solution/results flow

The customer journey could be better defined. The header “Sweeter with Netsuite” should use challenge-focused wording, and this section should focus only on the customer’s problem. While the section does begin this way, it changes gear to talk about the results. Directly afterward, the case study backtracks to talk about the implementation process. It would make for a clearer flow if the results were not mentioned until after the implementation section.

4. Links to other customer stories

It would be beneficial to include links to other Expensify case studies for readers who want to find out more about others’ experiences before signing up. While the case study does feature a sidebar that links to a customer page, call-outs to specific stories would add greater value.

SaaS case study example 5: GitLab

GitLab case study example: Fanatics 

GitLab is a complete DevOps platform delivered as a single application. The company is changing the way development, security and ops teams collaborate and build software. From idea to production, GitLab helps teams improve cycle time from weeks to minutes, and reduces development costs and time to market.

Check out the case study example we’re critiquing: GitLab offers Fanatics the CI stability they were searching for .

1. Strong title

This benefit-driven title mentions both GitLab and its customer Fanatics. The title is also paired with a subtitle that further explains the results Fanatics got from GitLab’s solution.

This is an essential element for every case study because it gives the reader an immediate understanding of your service. The section at the top of the Fanatics case study is easily digestible and includes information that sets the stage for the reader, such as:

• fast facts about GitLab’s customer Fanatics
• a brief overview of the solution
• statistics to demonstrate results

3. Structured flow

This case study example clearly guides the reader through specific challenge, solution and results sections, with subheaders for each section that summarize what the reader will learn about.

4. The customer is the hero

Making your customer the hero in your case study —as opposed to tooting your own company’s horn—is an excellent way to achieve resonance with your readers. GitLab makes the interviewee, Fanatics’ cloud tech lead Guilherme Goncalves, the hero by highlighting how he advocated for change in his organization.

5. Convincing quotes

GitLab uses several customer quotes to tell the story from Fanatics’ perspective, adding detail, credibility and personality to the case study. This is a solid tactic because it allows the reader to hear straight from the customer why they recommend GitLab’s service.

6. Call to action (CTA)

This case study example features a bar with a button to sign up for a free GitLab trial. The CTA appears at the bottom of the page and stays in view as the reader scrolls through the content.

1. Statistic in the title

Using a hard number in the case study title would help drive home the results that Fanatics got from GitLab’s solution.

2. Product link

Including a link to the continuous integration (CI) product that Fanatics purchased would guide the reader in a specific direction to learn more about GitLab’s offerings.

3. Pull quote

Adding a visual call-out between two of the sections would break up the case study text and give more weight to the story from the customer’s perspective.

4. Design elements

Solid case study design is essential for grabbing and keeping your reader’s attention. GitLab could consider adding a headshot of the case study interviewee alongside a pull quote, which helps deliver instant credibility. A data illustration would also be useful to help visual readers process the numbers in the solution section.

5. A look to the future

A paragraph on what’s next for Fanatics would help demonstrate how customers can grow with GitLab.

6: CTA above footer

While the case study CTA remains visible as the reader scrolls 95% of the page, it does disappear when the reader scrolls into the page footer itself. GitLab could address this so that the CTA is visible 100% of the time.

7. Additional content

Including a call-out linking to other customer stories would be valuable for readers who want to find more information before signing up for a free GitLab trial.

SaaS case study example 6: ServiceNow

ServiceNow case study example: SAP SuccessFactors 

ServiceNow makes the world of work, work better for people. The company delivers digital workflows that create great experiences and unlock productivity. ServiceNow’s IT service management (ITSM) and IT business management (ITBM) technology helps customers modernize IT, drive efficiency and enhance user experience.

Check out the case study example we’re critiquing: Delta Air Lines Launches Services Portal with ServiceNow .

1. Prominent metrics

ServiceNow case study examples feature three metrics at the top of each story, immediately highlighting the value that the company’s products delivered to Delta Air Lines. The case study also includes more results in the form of hard numbers throughout the story.

2. Useful sidebar

The sidebar near the top of the case study provides educational ‘fast facts’ about the customer, Delta Air Lines. The sidebar also travels down the page with the reader as they scroll so that they can access the links to ServiceNow’s products at all times.

3. Strong quotes and testimonials

The customer quotes and testimonials successfully paint a picture of the pain points that Delta Air Lines was experiencing prior to working with ServiceNow, and why the company needed to implement a technology solution.

4. Clear structure

This case study example clearly outlines Delta Air Lines’ challenges, then highlights the solutions provided by ServiceNow and the benefits the customer gained from ServiceNow’s products. The piece ends with a look to the future for Delta Air Lines, mentioning how ServiceNow’s solution will help the organization achieve its goals. This case study format creates a flow and helps the reader understand where they are in the story.

5. Pull quote

The pull quote in the middle of the case study offers a visually compelling element that breaks up the text.

6. Call to action

This case study example ends with a clear, prominent and compelling call to action (CTA) at the bottom right where the story finishes. This guides the reader to the action that ServiceNow wants them to take next—to explore demo videos.

The title of this case study example does not read smoothly, which makes it difficult to digest. It also doesn’t mention ServiceNow or include a statistic. Try to be more compelling with a results-oriented title .

2. Flow of quotes

The challenge section of this case study example relies too heavily on quotes to tell the story, using three quotes in a row to illustrate the problem. Alternating between a regular paragraph and a quote from the customer interview makes for a more dynamic flow and enables customer quotes to have a greater impact. This approach also ensures that a case study does not simply repeat quotes from the interview to tell the story.

3. Lack of metrics in Results section

The Results section of the case study lacks metrics, despite the fact that there are great numbers showcased just under the title. Add metrics or KPIs to the body text to help provide the reader with a concrete picture of what they could expect if they started using ServiceNow.

SaaS case study example 7: Splunk

Splunk Case Study example: Domino’s Pizza 

Splunk is a data-to-everything platform that helps organizations ask questions, get answers, take actions and achieve business outcomes from their data. 

Check out the case study example we’re critiquing: Domino’s Reveals Splunk as Its Secret Sauce

1. Title and subtitle combo

While different from typical case study examples, the title and subtitle are fun, clever and on-brand for Splunk. However, we would have liked to see “Splunk” in the title—for example, “Revealing the Secret Sauce: How Splunk helps Domino’s Pizza maintain position as the world’s #1 pizza company. (Psst, it’s the data.)”

2. Video content

We all consume content differently. Splunk made a smart move by placing a video CTA right under the title of its case study examples. This is great for folks who would prefer to watch the story unfold rather than reading it. (See screenshot above.)

3. Testimonial graphics

Customer testimonials are not only more credible than a company singing its own praises—they also bring a story to life with personal anecdotes. The testimonials in Splunk’s Domino’s case study evoke emotion and stand out well with a strong blue background.

4. CTA buttons

We give Splunk a thumbs up for offering 2 CTA options for readers at different stages of the buyers’ journey, with “Talk to Sales” as the bolded option.

5. Engaging visuals

This case study example is full of relevant images that set the scene (pizza!) and fun infographics that add value by helping to illustrate the story and communicate the facts.

6. Strong storytelling

It’s evident that Splunk’s team knows how crucial storytelling is in capturing a reader’s attention. This case study is well written and the quotes are weaved seamlessly throughout, adding a human element to the narrative.

7. Customer is the hero

Splunk succeeds at championing Domino’s by highlighting several of the company’s wins early on in the case study. This is a powerful tactic that helps readers see themselves in your customer’s shoes.

8. Clear flow

The story is divided into 5 sections based on Splunk’s components for a successful user experience: simplicity, reliability, quality, trust, and innovation. This is a unique way to structure a case study and provides clarity for the reader. The graphics also incorporate Domino’s’ branding.

1. Pain points

This case study example seems to focus more on the customer’s aspirations than on the pain points that led Domino’s to Splunk. It’s generally understood that pain resonates more with prospects than aspiration. We’d like to see a dedicated “challenge” section that presents the problems and leads into how Splunk solved them.

2. A defined story arc

This case study example lacks a beginning, middle, and end. There is no mention of what led Domino’s to purchase Splunk and how the implementation went. It also isn’t clear what changed or improved thanks to Splunk. And finally, the reader doesn’t get any insight into how Domino’s plans to use Splunk in the future. (Splunk could consider sticking with the traditional case study format so the reader can easily move through the challenge, solution and results sections of the story).

Stats are a surefire way to measure success in a B2B SaaS case study. The lack of results-oriented numbers in this case study is a big miss. We want to know how sales and productivity have increased since Domino’s implemented Splunk’s solution. Ideally, this information would appear within the story, as well as in a bulleted list for a quick overview.

4. Executive summary

Speaking of an overview, an executive summary (or even a short set of bullets outlining the challenge, solution and results) would be an impactful addition to the top of all case study examples. It would enable the reader to understand the story at a glance.

SaaS case study example 8: Zendesk

Zendesk case study example: Airbnb

Check out the case study example we’re critiquing: Airbnb’s custom 360-view of the customer

Zendesk is a CRM company headquartered in San Francisco with 17 offices worldwide. The company’s support, sales and engagement software aims to improve customer relationships for clients ranging from large enterprises to startups. Zendesk has over 150,000 customers in multiple industries.

1. Strong CTA near the top  

Good SaaS case study examples guide the reader to where you want them to go next with a call to action. Zendesk’s Airbnb case study uses design to make its CTAs stand out. It’s fine to include more than one CTA in a case study, which Zendesk has done here.

2. Social media icons

Zendesk makes good use of graphic elements by placing social media icons near the top of the page. The layout is clean and adds visual interest to the piece, but doesn’t distract from the call to action (CTA) just below it.

3. Striking imagery

Using visually compelling content throughout your case studies is a must-do if you want to keep your audience engaged—and Zendesk has nailed this. Fortunately, their customer Airbnb has lots of great imagery to work with.

4. Impactful customer quotes

Great quotes help tell a human story that’s relatable and powerful. They also give your readers what they really want: your customer’s opinion of your products . No one wants to hear you drone on about how awesome your company is. Let your customer do the talking.

5. The customer is the hero

Zendesk does a fantastic job of putting the spotlight on the customer by introducing Airbnb in an incredibly positive light. Throughout the case study, the story is told by Airbnb with lots of quotes, and explains how Zendesk simply provided a tool for Airbnb to run its business more effectively. 

SaaS case study examples are only effective if they include a story arc to capture your readers’ attention. Zendesk does this expertly, beginning with Airbnb’s humble roots, then describing its wild success with over 100 million guests—and how that spurred the need for a solution that could help deliver high-quality customer service. The case study also evokes vivid detail like sitting in a “sun-drenched living room with a mug of steaming coffee.”

7. Headers and subheaders

Not only does adding headers and subheaders to a case study help break up the text so readers can scan with ease—it’s an essential component of healthy search engine optimization. Zendesk’s Airbnb case study currently lacks these elements.

1. Executive summary

Including an executive summary in your case studies gives your readers the chance to decide if the material is worth their time . It also means that if they don’t read the entire piece, they’ll still walk away with an understanding of your solution. Zendesk’s Airbnb case study would benefit from adding an executive summary.

2. Clear challenge, solution and results sections

While Zendesk does tell a compelling story in this case study, it could help readers move through the story with greater ease by including more obvious challenge, solution and results sections.

3. Obvious CTA at the end

With no CTA at the end of this case study example, Zendesk is missing out on a big opportunity. Currently, you read to the end of the case study and then see the footer. Think of what kind of results they could get if they added a “Book demo” button.

Get help with your B2B SaaS case studies 

As part of Uplift Content’s done-for-you case study writing service, we’ll work with you to share your untold success stories. We’ll also showcase how your products help your customers solve tough challenges.

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

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Case Study Template

• Content Marketing Templates

Craft an incredible case study the easy way with this free case study template (available in Word, Google Docs and as a PDF). Whether you want to use your case study as a piece of blog content, or as a sales tool to close more clients, this template will give you everything you need.

Download the Case Study Template

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Why Use a Case Study Template?

Case studies are one of my favorite types of content. They’re useful like a how-to guide. But they’re backed up with proof to show that the steps actually work.

Plus, bloggers LOVE linking to case studies. Why? Because they contain real numbers. Case studies also get a lot of social media shares (people love to share a good story) In fact, one of my most popular posts ever is when I first introduced the Skyscraper Technique . And it’s a case study.

Now: I’ve written a lot of case studies over the years. And I’ve noticed that there’s one particular structure that works like a charm. Every time.

So I created a template to help me bang out case studies FAST. Now, rather than staring at a blank page, I just whip out my tried-and-true template and start filling in the blanks. Starting today, you’ll be able to do the same.

What’s Included

Here’s what’s included in this case study template:

• The 3 major components to any winning case study: How to capture your audience’s attention, make them want to read the entire thing, and get them to share your post when they’re done.
• How to write your case study: What to include, what to leave out, and where to put everything in order.
• Paint-by-numbers walkthrough of every section of your case study: From the “setting the scene”, outlining the results, wrapping things up and more.

How to Use This Template

• Identify an accomplishment you’d like to highlight, whether your own or someone else’s (like a friend or client’s)
• Download the free Case Study Template on this page
• Follow the instructions in the template and fill in the blanks, adding plenty of detail
• Paste the template into the content editor of your website, format it and add images
• Publish and promote your case study

How to Make Sure Your Case Study Gets the Attention It Deserves

94% of all blog posts have 0 external links . Using a template will help you nail the fundamentals of your case study. Which is important. But if you want to attract lots of links and social shares, you’ll need to go above and beyond.

• Spend lots of time on your title. After all, people will only click through and read if your title draws them in. I include two things in every case study title: a very specific result with a number (like “How I Increased My Organic Traffic 652%”) and another detail that provides context and makes it more impressive (like “in 7 Days”).
• Speaking of titles, for more social shares, use a title that’s 14-17 words long .
• Make your case study beautiful and easy-to-read. According to Nielsen Norman Group , good visual design is one of the best ways to make your content appear more trustworthy. Definitely use as many high-quality images as you can. But don’t forget about font. Go with a font that’s between 15 – 18 pixels for the body of your content.
• Create a new, “branded” name for the technique your case study covers. (I call this the Branded Strategy Case Study , which is itself a branded name.) Giving your technique a branded name makes people more likely to remember and link to your case study.
• See my Complete Guide to SEO and Content Marketing for more best practices to follow.

Here Are The Templates One More Time...

28 Case Study Examples Every Marketer Should See

Published: March 08, 2023

Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's not easy to create case studies that your audience can’t wait to read.

In this post, we’ll go over the definition of a case study and the best examples to inspire you.

What is a case study?

A case study is a detailed story of something your company did. It includes a beginning — often discussing a conflict, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.

A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer. This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial. A great case study is also filled with research and stats to back up points made about a project's results.

There are myriad ways to use case studies in your marketing strategy . From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer. Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.

Fill out the form below to access the free case study templates.

Free Case Study Templates

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

You're all set!

Click this link to access this resource at any time.

There’s no better way to generate more leads than by writing case studies . But without case study examples to draw inspiration from, it can be difficult to write impactful studies that convince visitors to submit a form.

Marketing Case Study Examples

To help you create an attractive and high-converting case study, we've put together a list of some of our favorites. This list includes famous case studies in marketing, technology, and business.

These studies can show you how to frame your company offers in a way that is both meaningful and useful to your audience. So, take a look, and let these examples inspire your next brilliant case study design.

These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data. In other words, you don’t get just nice statements, like "This company helped us a lot." You see actual change within the firm through numbers and figures.

You can put your learnings into action with HubSpot's Free Case Study Templates . Available as custom designs and text-based documents, you can upload these templates to your CMS or send them to prospects as you see fit.

1. " How Handled Scaled from Zero to 121 Locations with the Help of HubSpot ," by HubSpot

What's interesting about this case study is the way it leads with the customer. That reflects a major HubSpot cornerstone, which is to always solve for the customer first. The copy leads with a brief description of why the CEO of Handled founded the company and why he thought Handled could benefit from adopting a CRM. The case study also opens up with one key data point about Handled’s success using HubSpot, namely that it grew to 121 locations.

Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the other text on the page. So while your case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.

Key Learnings from the HubSpot Case Study Example

• Give the case study a personal touch by focusing on the CEO rather than the company itself.
• Use multimedia to engage website visitors as they read the case study.

2. " The Whole Package ," by IDEO

Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, they’re greeted with a big, bold photo and the title of the case study — which just so happens to summarize how IDEO helped its client. It summarizes the case study in three snippets: The challenge, the impact, and the outcome.

Immediately, IDEO communicates its impact — the company partnered with H&M to remove plastic from its packaging — but it doesn't stop there. As the user scrolls down, the challenge, impact, and progress are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and intriguing visuals.

Key Learnings from the IDEO Case Study Example

• Split up the takeaways of your case studies into bite-sized sections.
• Always use visuals and images to enrich the case study experience, especially if it’s a comprehensive case study.

3. " Rozum Robotics intensifies its PR game with Awario ," by Awario

In this case study, Awario greets the user with a summary straight away — so if you’re feeling up to reading the entire case study, you can scan the snapshot and understand how the company serves its customers. The case study then includes jump links to several sections, such as "Company Profile," "Rozum Robotics' Pains," "Challenge," "Solution," and "Results and Improvements."

The sparse copy and prominent headings show that you don’t need a lot of elaborate information to show the value of your products and services. Like the other case study examples on this list, it includes visuals and quotes to demonstrate the effectiveness of the company’s efforts. The case study ends with a bulleted list that shows the results.

Key Learnings from the Awario Robotics Case Study Example

• Create a table of contents to make your case study easier to navigate.
• Include a bulleted list of the results you achieved for your client.

4. " Chevrolet DTU ," by Carol H. Williams

If you’ve worked with a company that’s well-known, use only the name in the title — like Carol H. Williams, one of the nation’s top advertising agencies, does here. The "DTU," stands for "Discover the Unexpected." It generates interest because you want to find out what the initials mean.

They keep your interest in this case study by using a mixture of headings, images, and videos to describe the challenges, objectives, and solutions of the project. The case study closes with a summary of the key achievements that Chevrolet’s DTU Journalism Fellows reached during the project.

Key Learnings from the Carol H. Williams Case Study Example

• If you’ve worked with a big brand before, consider only using the name in the title — just enough to pique interest.
• Use a mixture of headings and subheadings to guide users through the case study.

5. " How Fractl Earned Links from 931 Unique Domains for Porch.com in a Single Year ," by Fractl

Fractl uses both text and graphic design in their Porch.com case study to immerse the viewer in a more interesting user experience. For instance, as you scroll, you'll see the results are illustrated in an infographic-design form as well as the text itself.

Further down the page, they use icons like a heart and a circle to illustrate their pitch angles, and graphs to showcase their results. Rather than writing which publications have mentioned Porch.com during Fractl’s campaign, they incorporated the media outlets’ icons for further visual diversity.

Key Learnings from the Fractl Case Study Example

• Let pictures speak for you by incorporating graphs, logos, and icons all throughout the case study.
• Start the case study by right away stating the key results, like Fractl does, instead of putting the results all the way at the bottom.

6. " The Met ," by Fantasy

What's the best way to showcase the responsiveness and user interface of a website? Probably by diving right into it with a series of simple showcases— which is exactly what Fantasy does on their case study page for the Metropolitan Museum of Art. They keep the page simple and clean, inviting you to review their redesign of the Met’s website feature-by-feature.

Each section is simple, showing a single piece of the new website's interface so that users aren’t overwhelmed with information and can focus on what matters most.

If you're more interested in text, you can read the objective for each feature. Fantasy understands that, as a potential customer, this is all you need to know. Scrolling further, you're greeted with a simple "Contact Us" CTA.

Key Learnings from the Fantasy Case Study Example

• You don’t have to write a ton of text to create a great case study. Focus on the solution you delivered itself.
• Include a CTA at the bottom inviting visitors to contact you.

7. " Rovio: How Rovio Grew Into a Gaming Superpower ," by App Annie

If your client had a lot of positive things to say about you, take a note from App Annie’s Rovio case study and open up with a quote from your client. The case study also closes with a quote, so that the case study doesn’t seem like a promotion written by your marketing team but a story that’s taken straight from your client’s mouth. It includes a photo of a Rovio employee, too.

Another thing this example does well? It immediately includes a link to the product that Rovio used (namely, App Annie Intelligence) at the top of the case study. The case study closes with a call-to-action button prompting users to book a demo.

Key Learnings from the App Annie Case Study Example

• Feature quotes from your client at the beginning and end of the case study.
• Include a mention of the product right at the beginning and prompt users to learn more about the product.

8. " Embracing first-party data: 3 success stories from HubSpot ," by Think with Google

Google takes a different approach to text-focused case studies by choosing three different companies to highlight.

The case study is clean and easily scannable. It has sections for each company, with quotes and headers that clarify the way these three distinct stories connect. The simple format also uses colors and text that align with the Google brand.

Another differentiator is the focus on data. This case study is less than a thousand words, but it's packed with useful data points. Data-driven insights quickly and clearly show how the value of leveraging first-party data while prioritizing consumer privacy.

Key Learnings from the Think with Google Case Study Example

• A case study doesn’t need to be long or complex to be powerful.
• Clear data points are a quick and effective way to prove value.

9. " In-Depth Performance Marketing Case Study ," by Switch

Switch is an international marketing agency based in Malta that knocks it out of the park with this case study. Its biggest challenge is effectively communicating what it did for its client without ever revealing the client’s name. It also effectively keeps non-marketers in the loop by including a glossary of terms on page 4.

The PDF case study reads like a compelling research article, including titles like "In-Depth Performance Marketing Case Study," "Scenario," and "Approach," so that readers get a high-level overview of what the client needed and why they approached Switch. It also includes a different page for each strategy. For instance, if you’d only be interested in hiring Switch for optimizing your Facebook ads, you can skip to page 10 to see how they did it.

The PDF is fourteen pages long but features big fonts and plenty of white space, so viewers can easily skim it in only a few minutes.

Key Learnings from the Switch Case Study Example

• If you want to go into specialized information, include a glossary of terms so that non-specialists can easily understand.
• Close with a CTA page in your case study PDF and include contact information for prospective clients.

10. " Gila River ," by OH Partners

Let pictures speak for you, like OH Partners did in this case study. While you’ll quickly come across a heading and some text when you land on this case study page, you’ll get the bulk of the case study through examples of actual work OH Partners did for its client. You will see OH Partners’ work in a billboard, magazine, and video. This communicates to website visitors that if they work with OH Partners, their business will be visible everywhere.

And like the other case studies here, it closes with a summary of what the firm achieved for its client in an eye-catching way.

Key Learnings from the OH Partners Case Study Example

• Let the visuals speak by including examples of the actual work you did for your client — which is especially useful for branding and marketing agencies.
• Always close out with your achievements and how they impacted your client.

11. " Facing a Hater ," by Digitas

Digitas' case study page for Sprite’s #ILOVEYOUHATER campaign keeps it brief while communicating the key facts of Digitas’ work for the popular soda brand. The page opens with an impactful image of a hundred people facing a single man. It turns out, that man is the biggest "bully" in Argentina, and the people facing him are those whom he’s bullied before.

Scrolling down, it's obvious that Digitas kept Sprite at the forefront of their strategy, but more than that, they used real people as their focal point. They leveraged the Twitter API to pull data from Tweets that people had actually tweeted to find the identity of the biggest "hater" in the country. That turned out to be @AguanteElCofler, a Twitter user who has since been suspended.

Key Learnings from the Digitas Case Study Example

• If a video was part of your work for your client, be sure to include the most impactful screenshot as the heading.
• Don’t be afraid to provide details on how you helped your client achieve their goals, including the tools you leveraged.

12. " Better Experiences for All ," by HermanMiller

HermanMiller sells sleek, utilitarian furniture with no frills and extreme functionality, and that ethos extends to its case study page for a hospital in Dubai.

What first attracted me to this case study was the beautiful video at the top and the clean user experience. User experience matters a lot in a case study. It determines whether users will keep reading or leave. Another notable aspect of this case study is that the video includes closed-captioning for greater accessibility, and users have the option of expanding the CC and searching through the text.

HermanMiller’s case study also offers an impressive amount of information packed in just a few short paragraphs for those wanting to understand the nuances of their strategy. It closes out with a quote from their client and, most importantly, the list of furniture products that the hospital purchased from the brand.

Key Learnings from the HermanMiller Case Study Example

• Close out with a list of products that users can buy after reading the case study.
• Include accessibility features such as closed captioning and night mode to make your case study more user-friendly.

13. " Capital One on AWS ," by Amazon

Do you work continuously with your clients? Consider structuring your case study page like Amazon did in this stellar case study example. Instead of just featuring one article about Capital One and how it benefited from using AWS, Amazon features a series of articles that you can then access if you’re interested in reading more. It goes all the way back to 2016, all with different stories that feature Capital One’s achievements using AWS.

This may look unattainable for a small firm, but you don’t have to go to extreme measures and do it for every single one of your clients. You could choose the one you most wish to focus on and establish a contact both on your side and your client’s for coming up with the content. Check in every year and write a new piece. These don’t have to be long, either — five hundred to eight hundred words will do.

Key Learnings from the Amazon AWS Case Study Example

• Write a new article each year featuring one of your clients, then include links to those articles in one big case study page.
• Consider including external articles as well that emphasize your client’s success in their industry.

14. " HackReactor teaches the world to code #withAsana ," by Asana

While Asana's case study design looks text-heavy, there's a good reason. It reads like a creative story, told entirely from the customer's perspective.

For instance, Asana knows you won't trust its word alone on why this product is useful. So, they let Tony Phillips, HackReactor CEO, tell you instead: "We take in a lot of information. Our brains are awful at storage but very good at thinking; you really start to want some third party to store your information so you can do something with it."

Asana features frequent quotes from Phillips to break up the wall of text and humanize the case study. It reads like an in-depth interview and captivates the reader through creative storytelling. Even more, Asana includes in-depth detail about how HackReactor uses Asana. This includes how they build templates and workflows:

"There's a huge differentiator between Asana and other tools, and that’s the very easy API access. Even if Asana isn’t the perfect fit for a workflow, someone like me— a relatively mediocre software engineer—can add functionality via the API to build a custom solution that helps a team get more done."

Key Learnings from the Asana Example

• Include quotes from your client throughout the case study.
• Provide extensive detail on how your client worked with you or used your product.

15. " Rips Sewed, Brand Love Reaped ," by Amp Agency

Amp Agency's Patagonia marketing strategy aimed to appeal to a new audience through guerrilla marketing efforts and a coast-to-coast road trip. Their case study page effectively conveys a voyager theme, complete with real photos of Patagonia customers from across the U.S., and a map of the expedition. I liked Amp Agency's storytelling approach best. It captures viewers' attention from start to finish simply because it's an intriguing and unique approach to marketing.

Key Learnings from the Amp Agency Example

• Open up with a summary that communicates who your client is and why they reached out to you.
• Like in the other case study examples, you’ll want to close out with a quantitative list of your achievements.

16. " NetApp ," by Evisort

Evisort opens up its NetApp case study with an at-a-glance overview of the client. It’s imperative to always focus on the client in your case study — not on your amazing product and equally amazing team. By opening up with a snapshot of the client’s company, Evisort places the focus on the client.

This case study example checks all the boxes for a great case study that’s informative, thorough, and compelling. It includes quotes from the client and details about the challenges NetApp faced during the COVID pandemic. It closes out with a quote from the client and with a link to download the case study in PDF format, which is incredibly important if you want your case study to be accessible in a wider variety of formats.

Key Learnings from the Evisort Example

• Place the focus immediately on your client by including a snapshot of their company.
• Mention challenging eras, such as a pandemic or recession, to show how your company can help your client succeed even during difficult times.

17. " Copernicus Land Monitoring – CLC+ Core ," by Cloudflight

Including highly specialized information in your case study is an effective way to show prospects that you’re not just trying to get their business. You’re deep within their industry, too, and willing to learn everything you need to learn to create a solution that works specifically for them.

Cloudflight does a splendid job at that in its Copernicus Land Monitoring case study. While the information may be difficult to read at first glance, it will capture the interest of prospects who are in the environmental industry. It thus shows Cloudflight’s value as a partner much more effectively than a general case study would.

The page is comprehensive and ends with a compelling call-to-action — "Looking for a solution that automates, and enhances your Big Data system? Are you struggling with large datasets and accessibility? We would be happy to advise and support you!" The clean, whitespace-heavy page is an effective example of using a case study to capture future leads.

Key Learnings from the Cloudflight Case Study Example

• Don’t be afraid to get technical in your explanation of what you did for your client.
• Include a snapshot of the sales representative prospects should contact, especially if you have different sales reps for different industries, like Cloudflight does.

18. " Valvoline Increases Coupon Send Rate by 76% with Textel’s MMS Picture Texting ," by Textel

If you’re targeting large enterprises with a long purchasing cycle, you’ll want to include a wealth of information in an easily transferable format. That’s what Textel does here in its PDF case study for Valvoline. It greets the user with an eye-catching headline that shows the value of using Textel. Valvoline saw a significant return on investment from using the platform.

Another smart decision in this case study is highlighting the client’s quote by putting it in green font and doing the same thing for the client’s results because it helps the reader quickly connect the two pieces of information. If you’re in a hurry, you can also take a look at the "At a Glance" column to get the key facts of the case study, starting with information about Valvoline.

Key Learnings from the Textel Case Study Example

• Include your client’s ROI right in the title of the case study.
• Add an "At a Glance" column to your case study PDF to make it easy to get insights without needing to read all the text.

19. " Hunt Club and Happeo — a tech-enabled love story ," by Happeo

In this blog-post-like case study, Happeo opens with a quote from the client, then dives into a compelling heading: "Technology at the forefront of Hunt Club's strategy." Say you’re investigating Happeo as a solution and consider your firm to be technology-driven. This approach would spark your curiosity about why the client chose to work with Happeo. It also effectively communicates the software’s value proposition without sounding like it’s coming from an in-house marketing team.

Every paragraph is a quote written from the customer’s perspective. Later down the page, the case study also dives into "the features that changed the game for Hunt Club," giving Happeo a chance to highlight some of the platform’s most salient features.

Key Learnings from the Happeo Case Study Example

• Consider writing the entirety of the case study from the perspective of the customer.
• Include a list of the features that convinced your client to go with you.

20. " Red Sox Season Campaign ," by CTP Boston

What's great about CTP's case study page for their Red Sox Season Campaign is their combination of video, images, and text. A video automatically begins playing when you visit the page, and as you scroll, you'll see more embedded videos of Red Sox players, a compilation of print ads, and social media images you can click to enlarge.

At the bottom, it says "Find out how we can do something similar for your brand." The page is clean, cohesive, and aesthetically pleasing. It invites viewers to appreciate the well-roundedness of CTP's campaign for Boston's beloved baseball team.

Key Learnings from the CTP Case Study Example

• Include a video in the heading of the case study.
• Close with a call-to-action that makes leads want to turn into prospects.

21. " Acoustic ," by Genuine

Sometimes, simple is key. Genuine's case study for Acoustic is straightforward and minimal, with just a few short paragraphs, including "Reimagining the B2B website experience," "Speaking to marketers 1:1," and "Inventing Together." After the core of the case study, we then see a quote from Acoustic’s CMO and the results Genuine achieved for the company.

The simplicity of the page allows the reader to focus on both the visual aspects and the copy. The page displays Genuine's brand personality while offering the viewer all the necessary information they need.

• You don’t need to write a lot to create a great case study. Keep it simple.
• Always include quantifiable data to illustrate the results you achieved for your client.

22. " Using Apptio Targetprocess Automated Rules in Wargaming ," by Apptio

Apptio’s case study for Wargaming summarizes three key pieces of information right at the beginning: The goals, the obstacles, and the results.

Readers then have the opportunity to continue reading — or they can walk away right then with the information they need. This case study also excels in keeping the human interest factor by formatting the information like an interview.

The piece is well-organized and uses compelling headers to keep the reader engaged. Despite its length, Apptio's case study is appealing enough to keep the viewer's attention. Every Apptio case study ends with a "recommendation for other companies" section, where the client can give advice for other companies that are looking for a similar solution but aren’t sure how to get started.

Key Learnings from the Apptio Case Study Example

• Put your client in an advisory role by giving them the opportunity to give recommendations to other companies that are reading the case study.
• Include the takeaways from the case study right at the beginning so prospects quickly get what they need.

23. " Airbnb + Zendesk: building a powerful solution together ," by Zendesk

Zendesk's Airbnb case study reads like a blog post, and focuses equally on Zendesk and Airbnb, highlighting a true partnership between the companies. To captivate readers, it begins like this: "Halfway around the globe is a place to stay with your name on it. At least for a weekend."

The piece focuses on telling a good story and provides photographs of beautiful Airbnb locations. In a case study meant to highlight Zendesk's helpfulness, nothing could be more authentic than their decision to focus on Airbnb's service in such great detail.

Key Learnings from the Zendesk Case Study Example

• Include images of your client’s offerings — not necessarily of the service or product you provided. Notice how Zendesk doesn’t include screenshots of its product.
• Include a call-to-action right at the beginning of the case study. Zendesk gives you two options: to find a solution or start a trial.

24. " Biobot Customer Success Story: Rollins College, Winter Park, Florida ," by Biobot

Like some of the other top examples in this list, Biobot opens its case study with a quote from its client, which captures the value proposition of working with Biobot. It mentions the COVID pandemic and goes into detail about the challenges the client faced during this time.

This case study is structured more like a news article than a traditional case study. This format can work in more formal industries where decision-makers need to see in-depth information about the case. Be sure to test different methods and measure engagement .

Key Learnings from the Biobot Case Study Example

• Mention environmental, public health, or economic emergencies and how you helped your client get past such difficult times.
• Feel free to write the case study like a normal blog post, but be sure to test different methods to find the one that best works for you.

25. " Discovering Cost Savings With Efficient Decision Making ," by Gartner

You don't always need a ton of text or a video to convey your message — sometimes, you just need a few paragraphs and bullet points. Gartner does a fantastic job of quickly providing the fundamental statistics a potential customer would need to know, without boggling down their readers with dense paragraphs. The case study closes with a shaded box that summarizes the impact that Gartner had on its client. It includes a quote and a call-to-action to "Learn More."

Key Learnings from the Gartner Case Study Example

• Feel free to keep the case study short.
• Include a call-to-action at the bottom that takes the reader to a page that most relates to them.

26. " Bringing an Operator to the Game ," by Redapt

This case study example by Redapt is another great demonstration of the power of summarizing your case study’s takeaways right at the start of the study. Redapt includes three easy-to-scan columns: "The problem," "the solution," and "the outcome." But its most notable feature is a section titled "Moment of clarity," which shows why this particular project was difficult or challenging.

The section is shaded in green, making it impossible to miss. Redapt does the same thing for each case study. In the same way, you should highlight the "turning point" for both you and your client when you were working toward a solution.

Key Learnings from the Redapt Case Study Example

• Highlight the turning point for both you and your client during the solution-seeking process.
• Use the same structure (including the same headings) for your case studies to make them easy to scan and read.

27. " Virtual Call Center Sees 300% Boost In Contact Rate ," by Convoso

Convoso’s PDF case study for Digital Market Media immediately mentions the results that the client achieved and takes advantage of white space. On the second page, the case study presents more influential results. It’s colorful and engaging and closes with a spread that prompts readers to request a demo.

Key Learnings from the Convoso Case Study Example

• List the results of your work right at the beginning of the case study.
• Use color to differentiate your case study from others. Convoso’s example is one of the most colorful ones on this list.

28. " Ensuring quality of service during a pandemic ," by Ericsson

Ericsson’s case study page for Orange Spain is an excellent example of using diverse written and visual media — such as videos, graphs, and quotes — to showcase the success a client experienced. Throughout the case study, Ericsson provides links to product and service pages users might find relevant as they’re reading the study.

For instance, under the heading "Preloaded with the power of automation," Ericsson mentions its Ericsson Operations Engine product, then links to that product page. It closes the case study with a link to another product page.

Key Learnings from the Ericsson Case Study Example

• Link to product pages throughout the case study so that readers can learn more about the solution you offer.
• Use multimedia to engage users as they read the case study.

Start creating your case study.

Now that you've got a great list of examples of case studies, think about a topic you'd like to write about that highlights your company or work you did with a customer.

A customer’s success story is the most persuasive marketing material you could ever create. With a strong portfolio of case studies, you can ensure prospects know why they should give you their business.

Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.

Don't forget to share this post!

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15 Best Case Study Templates to Use in Word and ClickUp

Praburam Srinivasan

Growth Marketing Manager

February 14, 2024

Case studies are valuable tools for sharing customer success stories and analyzing problem-solving approaches in a structured and informative manner. They can be used to provide detailed insights into specific projects, strategies, or challenges and offer valuable lessons and best practices for professionals across various fields. 

Content marketing teams often create case studies as a way to gain more customers and get new business. Case studies can give potential customers a better understanding of your company brand , what it does and how you could potentially help them. 

However, creating a compelling case study from scratch can be a time-consuming task. That’s where marketing case study examples and templates can help. 

What is a Case Study Template?

What makes a good case study template, 1. clickup case study template, 2. clickup case study design template, 3. clickup research report template, 4. clickup market research template, 5. clickup user research plan template, 6. clickup data analysis findings template, 7. clickup campaign report template, 8. clickup research whiteboard, 9. google docs case study template by wordstream, 10. word case study report template by template.net, 11. word case brief summary template by template.net, 12. word case study report template by template.net, 13. word case study research template by template.net, 14. word psychology case study template by template.net, 15. word media case study template by template.net.

A case study template is a pre-designed framework that serves as a starting point for creating comprehensive and structured case study documents. It provides a standardized, traditional case study format for organizing and presenting information about a particular project, problem-solving scenario, success story, or real-life situation.

Case study templates typically include sections for outlining the background and context of the case study, project documentation , describing the methodology or approach used, presenting data and analysis, and highlighting key findings and recommendations that tell the entire story. 

Business case study examples like templates can work as a guide to help content marketers, blog post writers, and anyone else creating quality content that’s customer-facing, focus on important aspects and maintain a logical flow while telling a compelling story.

Some key elements that make a case study template stand out include:

• Clarity and organization: A well-designed template should be easy to navigate. Each section should be labeled appropriately, enabling readers to quickly find the information they seek
• Flexibility: A good case study template should be easily customizable and able to accommodate diverse scenarios. It should be adaptable to different industries, research methodologies, and presentation styles
• Visual appeal: Incorporating visual elements like charts, graphs, and other images can enhance a case study template’s look and make it more visually appealing. They can also aid in the comprehension of complex data. A visually engaging template can captivate readers and make the case study more impactful

15 Case Study Templates to Use in 2024

You don’t have to start from scratch when making your next case study. Instead, take a look at these carefully curated case study templates from ClickUp and Microsoft Word.

ClickUp’s Case Study Template can provide a great start for just about any type of case study you and your team want to write. It kicks off with a section for introducing both your business and the client or customer that the case study focuses on. 

After introducing both yourself and the customer, you briefly highlight the customer’s experience and the successes you achieved before delivering a more detailed description of the work you performed and the measurable results you achieved. 

The next section focuses on the objective of the case study—what the client’s goal and pain point was and why they decided you were the right company to help them achieve these goals. 

The case study template then launches into a section describing the solutions you presented and the data that backs up your success. We created this marketing case study template for a marketing agency that helps customers achieve growth through paid media campaigns, but it can easily be edited to highlight any type of solution.

One of the best ways of telling a customer story using a case study is by allowing the customer to do most of the work themselves. When a case study is written by current or even previous customers, it feels more sincere and honest, especially to potential customers in the evaluation process. 

If you want to try this technique out, use this ClickUp Study Design Template . You can send your customer this great case study template and allow them to fill it out themselves and basically write a case study for you. This gives you unfiltered and unbiased answers to the questions you want answered in the case study. 

The case study template helps them understand what you want the case study to look like and how the customer’s story should be described. It also helps you get great customer quotes. 

A template makes it easier for your customer to frame their experiences with you and easily explain how your product or service helped them. Hearing a peer’s success story from a firsthand perspective can be a more convincing read for prospective customers. 

Manage customers with customer database software !

Case studies are essentially customer stories, which can be told in many ways and come in many formats. A research report is another excellent way to frame a case study. 

This ClickUp Research Report Template is a step-by-step guide that can help your team create an easy-to-follow research report that allows you to clearly detail your research methods, findings, and the insights that you’ve gained from the research being presented. 

This template has a very clear structure, allowing you to simply add the following: an executive summary (brief description), introduction, the methodology used, your results, references, and any necessary appendices if supplementary material needs to be referenced in your research report. 

If you need more templates like this, check out this list of research plan templates .

Companies perform market research in order to define what their customers want and need from them. This type of research also helps you to improve product and service offers and learn more about what your competitors are doing and where the success of other businesses stems from. 

ClickUp’s Market Research Template gives you a simple-to-follow document that helps you gather and present information related to your target audience, the state of your product/service, and the state of your industry at large. 

When you perform marketing research, you are aiming to confirm your hunches about customer needs through scientific research and tangible data. 

Marketing case study examples like this are perfect because they’re very simplified and easily customizable. It offers you a section for presenting your company and why you are performing marketing research first.

The template then guides you in describing the type of research you’re doing, how you went about performing market research, data collection techniques, and what insights were garnered—whether it was from existing or potential customers.

Check out these research management tools !

Another type of customer-centric report that you can put together is a user research report. ClickUp’s User Research Plan Template makes it easy for you to define all of the goals and details that you want included in your user research.

The template is particularly useful for user experience (UX) teams that want to perform user persona research in order to better understand what users need and how they behave when using their product, in order to deliver a better experience to them and to new clients. 

The template starts with a “ problem statement ” where you can define the problem that the user research report is aiming to solve. Next, you’ll list the goals that you want to achieve and then clearly define the research process.

This type of marketing case study template and report can show you what a satisfied customer looks like and give you insights that help to attract and retain future customers.

Check out these user persona templates !

Another important study that your business can perform in order to make smarter decisions is data analysis. ClickUp’s Data Analysis Findings template makes it easy for your team to perform data analysis and present it clearly to key stakeholders. 

This template also starts by setting the stage for the study and explaining it, first with a problem statement and then by explaining the significance of the study. 

Next, the template recommends that you define the scope and limitations of the study to set expectations for its potential impact. The next step is to frame your analysis methods and provide the data sources that you used in the analysis, as well as the statistical methods used.

Finally, you can present your findings in a clear and concise way. The template also includes charts and other data visualization tools you can use to make the study more engaging.

This ClickUp Campaign Report template is pre-built to make it incredibly easy to present the results of any ad campaign to stakeholders very easily. 

It starts with a section describing your strategy in detail, including the total costs, and the total revenue, conversions, and clicks that you expect to achieve with the campaign. 

The marketing case study template then provides charts and graphs that you can use to detail the performance of your campaigns on every single channel that you use. Case study templates like this are great for detailing information on potential customers to know how to better run your campaigns in the future.

Make your next user research project a collaborative, visual experience. Give everyone on your team a chance to add their thoughts and findings with virtual sticky notes using the ClickUp Research Whiteboard Template .

This is one of the more flexible case study templates in this list. Its user research tool makes it easy to take all the random bits of information your team gathers through interviews, surveys, user sessions, and other methods of feedback into one location.

Then, you can quickly organize all of that data into clear categories that make this case study template easy to see at a glance what direction you need to take your project to satisfy your customers.

If you’re writing many case studies, it’s a good idea to try out a bunch of templates over time for added inspiration. Even if you’ve found one structure works great for your case studies, changing your structure up every now and then can give you a fresh perspective on how to present a featured client. 

Another good case study you can check out is Wordstream’s Case Study Template. It has an excellent structure and provides pre-built visual cues that give you some ideas for breaking up business case study examples and making them more appealing with pictures and charts. 

Use this template to showcase particular customers’ results and share customer pain points and how they were solved. This will help you provide clear evidence to potential customers that you will be able to help them as well.

Template.net is one of the biggest websites if you’re looking for business templates. It’s especially popular for businesses that prefer creating documents in Microsoft Word and Excel.

This Case Study Template from Template.net is sparse, but it gets right to the point and is very well-structured and easy to follow.

This Microsoft Word case study template is a great way to get right down to business! It features a clean and organized layout with clear headings and subheadings, making it easy for readers to navigate. This template also includes space for a brief summary of the case study, perfect for giving readers an overview before diving into the details.

This Microsoft Word case study template is a great option for creating an in-depth report on your findings. The template includes sections for an executive summary, introduction, methodology, results, references, and appendices. It also features a clear structure to make it easy to gather and present information in a cohesive manner. The template also includes sections for an introduction, methodology, findings, and recommendations, ensuring that all the essential elements of a case study are covered.

This Word case study template features a professional and organized design with clearly labeled sections for the introduction, methodology, findings, and conclusion. It also includes space for charts and graphs to visually represent data.

Psychology case studies can be complex and detailed, making it important to have a well-organized template to present the information. The Psychology Case Study Template is perfect for this task, with clear headings and subheadings that guide readers through each section of the study. It also includes sections for summarizing key points and providing recommendations based on the findings.

This media case study template from Template.net is perfect for showcasing the success of a marketing or advertising campaign! It includes space for key metrics, such as reach and engagement, and also has sections for outlining the challenges faced and solutions implemented. With its clean design and easy-to-follow layout, this template is ideal for presenting media case studies to clients or stakeholders.

It’s Easy to Make a Case for Using ClickUp Case Study Templates

People trust other people. That’s why personal recommendations are one of the most effective marketing tactics. A case study provides your company with just that—a personal recommendation from a client you’ve helping, telling others that you can do the same for them. 

In the selection process of choosing a product or service to go with, companies will always look at the experiences of other organizations similar to them. Marketing case studies are sincere yet persuasive and clearly show how you help others and can be a very effective differentiator.

ClickUp was designed to serve teams in any industry and of any size. So it makes sense the case study templates we offer are just as diverse and customizable.

Best of all, they are completely free to use!  Sign up for free to ClickUp to get immediate access to a massive amount of templates, free cloud storage, and of course, industry-leading project and team management features.

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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-1l9i3yq-Link[class][class][class][class][class]{all:unset;box-sizing:border-box;-webkit-text-fill-color:currentColor;cursor:pointer;}.css-1l9i3yq-Link[class][class][class][class][class]{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-1l9i3yq-Link[class][class][class][class][class][data-color='ocean']{color:#3d4592;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='ocean']:hover{color:#2b2358;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='white']{color:#fffdf9;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='white']:hover{color:#a8a5a0;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='primary']{color:#3d4592;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='primary']:hover{color:#2b2358;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='secondary']{color:#fffdf9;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='secondary']:hover{color:#a8a5a0;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-1l9i3yq-Link[class][class][class][class][class][data-weight='inherit']{font-weight:inherit;}.css-1l9i3yq-Link[class][class][class][class][class][data-weight='normal']{font-weight:400;}.css-1l9i3yq-Link[class][class][class][class][class][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. 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. 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. 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. 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. 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 . 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 . 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 . 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. 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. 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. 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. 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.

Takeaway: Invest in videos that capture and promote your partnership with your case study subject. Video content plays a promotional role that extends beyond the case study in social media and marketing initiatives .

14. 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. 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. 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 Zapier format provides nuggets of high-level insights, milestones, and achievements, as well as the challenge, solution, and results. My favorite part of this case study is how it's supplemented with a blog post detailing how Hudl uses Zapier automation to build a seamless user experience.

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.

Writing a good case study comes down to a mix of creativity, branding, and the capacity to invest in the project. With those details in mind, here are some case study tips to follow:

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.

In fact, with the right technology, it can be refined to work better . Explore how Zapier's automation features can help drive results for your case study by making your case study a part of a developed workflow that creates a user journey through your website, your case studies, and into the pipeline.

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:

How Hudl uses automation to create a seamless user experience

How to make your case studies high-stakes—and why it matters

How experts write case studies that convert, not bore

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Hachem Ramki

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

• Content marketing

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100+ Case Study Examples for Sales and Marketing

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

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

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

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

What is a Case Study?

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

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

How long should your case study be? 

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

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

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

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

Target audience

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

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

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

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

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

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

Purpose of the case study 

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

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

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

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

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

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

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

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

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

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

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

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

What medium are we sending the case study via? 

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

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

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

A good ol’ fashioned e-mail

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

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

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

A personalized storyboard

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

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

Types of Case Studies

Case studies can be broadly classified into the following categories:

1. Third-Person Case Studies

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

2. Explanatory Case Studies

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

3. Instrumental Case Study

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

4. Implementation Case Study

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

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

Steps to writing a case study solution

Crafting the headline.

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

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

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

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

Let’s go with a fictional take on this - 

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

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

This is how the case study should ideally be titled : 

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

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

Highlighting the challenge/situation 

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

In this part, you have to mention : 

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

Arriving at the solution

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

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

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

Behold! The results

Quantitative results .

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

Qualitative results

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

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

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

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

Best Practices to implement while writing a Case Study

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

1. Incorporate visuals in your case study

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

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

2. Prioritize firsthand knowledge over second-hand evidence

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

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

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

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

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

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

5. Improve the tone of the customer quotes

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

Examples of Case Studies

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

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

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

Best Case Study Examples for Aviation, Aerospace & Defense Sector

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

1. Electromagnetic Solutions | Leonardo

Type of case study : Explanatory

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

2. Indira Gandhi International Airport | Collins Aerospace

Type of case study: Implementation

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

Best Case Study Examples for BFSI Sector

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

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

Type of case study: Explanatory

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

2. Global Inventory Management | Broadridge

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

Best Case Study Examples for Energy & utilites Sector

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

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

Type of case study: Instrumental

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

2. City of Monterey Park | Engie

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

Best Case Study Examples for Healthcare & Life Sciences Sector

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

1. BD Vacutainer | Becton Dickinson and Company

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

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

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

Best Case Study Examples for Logistics Sector

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

1. Inventory Optimization Case Study | Neovia Logistics

Type of case study: Third-Person

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

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

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

Best Case Study Examples for Manufacturing Sector

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

1. Twilight River Cruises | Mitsubishi Electric

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

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

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

Best Case Study Examples for Technology & Services Sector

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

1. FreshDesk - Case Study | Chargebee

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

2. Aspire Systems Provides Data Integration Services  | Aspire Systems

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

Best Case Study Examples for Telecommunications Sector

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

1. Managed Network Services | Telkomtelstra

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

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

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

Strategies to leverage the power of Case Studies 

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

1. Highlight the case studies on a dedicated page

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

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

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

2. Include case studies in white papers

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

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

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

3. Include case studies in press releases

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

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

4. Collaborate your direct marketing efforts with case studies

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

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

5. Consolidate your SEO strategy with case studies

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

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

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

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

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

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

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

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

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

100+ Best Examples of Press Release Templates

100+ Brochure Examples for Sales and Marketing

100+ Testimonial Examples for Sales and Marketing

The Best White Paper Examples for B2B Marketers      

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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.

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Figma Case study templates

Present your project in pre-built editable templates to get you started.

UX Case study template

UX Case Study Template made to help UX Designers create and organize their case study without any struggle.

Case study presentation template

Case study presentation to frame key insights and outcomes.

Long form research case study template with customizable styles.

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Modern design deck template with multiple sections.

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Modern visual portfolio template with 12 column grid and light and dark themes.

Behance Presentation Template

Case study template with multiple components, visual styles and frame sizes.

Case study template

Case study template with pastel style coloring.

Holistic Case Study Template

Case study presentation template complete with project overview, wireframes and key journey insights.

Case study presentation layout for interview

Case study template with multiple app UI screens.

Portfolio UI - Web & Mobile

A portfolio UI for designers and developers which has 4 unique pages includes blog, case study.

Apple device mockups

Complete Apple device mockup screens for iPhone, Mac, iPad and Apple Watch.

Explore 1,000+ templates on the Figma community

Explore even more templates, widgets, and plugins—all built by the Figma community.

• Get started

All the space you need to spotlight your business or product’s value including success metrics in Tome’s comprehensive Case Study template.

About this template

Capture the attention of potential clients with Tome’s Case Study template, designed to highlight the heavy-hitting impact your product had. Create a compelling narrative with a look at the successful metrics and hard numbers you drove in this case study alongside eye-grabbing headlines. Fill in details about the challenge you faced, key info on the target audience or customer base, and the solution you provided with the product built. There is ample space for punchy headlines and images to further illustrate your business and/or product.

Template outline

• Checkmark Overview
• Checkmark Highlight Statistics
• Checkmark Challenge
• Checkmark Solution
• Checkmark Result
• Checkmark Text-Only Layout
• Checkmark Image-Only Layout

Tell a powerful story

• Double Sparkle (tome icon) Editable with AI
• Text (tome icon) Beautiful typography
• Double Sparkle (tome icon) AI layout generation
• Page Portrait (tome icon) Narrative Guidance
• Multiple Pages (tome icon) Automatic mobile layout
• Reference (tome icon) AI reference sourcing
• Share (tome icon) Share or link anywhere
• Download (tome icon) Downloadable as a PDF
• Add Person (tome icon) Real-time collaboration

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Expert tips, what is a case study.

A case study is an in-depth look at an individual or organization. Often they’re used to show the value of a product or service with real-life examples. Your company might walk potential customers through a breakdown of your current client’s success with a particular product. That can be a compelling way to market your products and grow your business.

Case studies are often found on company websites or white papers—or presented directly to potential clients. The key is creating an easily digestible document or presentation that succinctly conveys the value of your product or service. A case study template is a quick way to craft a compelling case study that’s ready to show to clients.

How long should a case study be?

Often a case study is a written document. This is the case when it’s embedded in a white paper or another promotional document. The traditional length for these case studies is 500–1,000 words. That length can provide enough detail without overwhelming the reader.

However, your case studies don’t need to be a full-length document. Instead, consider creating a visual presentation. This format can help you create a powerful narrative that’s going to stick with your audience. After all, images and numbers are more memorable. Utilizing them within your case study can help you capture the value you’re trying to show. Try this case study template to see how compelling your case study can become.

How to write a case study

Let’s dive into how to create your own case study using this Tome template.

Write a compelling headline.

• Start with a headline that immediately tells your audience exactly what they can expect. Think of it like an email subject line. You want to convey your main message in only a sentence—that way your readers understand exactly what’s inside even if they read no further. This case study template draws attention to the headline and makes it front and center.

Give an overview of the case study.

• Next up is the overview slide. This section is an opportunity to briefly summarize the main point of the entire case study. The overview is also your chance to introduce some key stats. Adding numbers is a powerful way to show the concrete value of your products. Potential buyers can see exactly what benefits the case study client experienced.
• The Tome case study template provides you with spaces for a brief paragraph, some key numbers, and context for the stats. It’s designed to give your clients a snapshot of the entire presentation.

Introduce the client.

• After setting the stage, it’s time to explain who the client in the case study is. Outline what they do and their target customers. You might even outline the demographics of their audience. Explain some key characteristics of their business strategy and how they were performing prior to working with your company. The Tome template provides an easy way to showcase your star customer.

Present the problem.

• Your products or services are designed specifically to solve problems. No case study is complete without explaining the challenge your client faced. That perfectly sets you up to illustrate exactly how your company can solve that problem.

Detail the solution.

• Once you’ve set everything up, it’s time to address how your product met the client’s specific needs. Outline your product details and how the customer utilized each one in their own business strategy. With Tome, you can add AI-generated images that make this section more impactful.

Show the results.

• Arguably the most important part of the entire case study is the results. This slide is where you sell your product. It’s where your audience sees how your product solves real-world problems. A well-made results slide can motivate your potential buyer to try your product because they can visualize what you can do for them. The Tome template makes this section the centerpiece of your entire presentation.

End with a call to action.

• Finally, give your audience something to do. After seeing the results, they’re likely motivated. Use that momentum and drive them to convert. You might encourage them to try a demo or to get in touch with your sales team. The Tome template provides an easy way to include your team’s information.

Transform your case study with AI

A well-designed case study can be a powerful tool to build your business and sell your services. It’s a way to show a potential buyer exactly what your team offers and the results they might expect. The key is creating an effective case study presentation. To save you time, Tome provides a case study template. This template gives you these advantages:

• Powerful AI that generates text and images
• Pre-built slides beautiful typography options
• Real-time collaboration and sharing capabilities

Improve your case studies with AI from Tome. Try the template.

Craft your next great idea.