The marketing case study is one of the oldest and most venerable examples of content marketing. From Oprah touting howWeight Watchers has worked for her, to American Express endorsing SalesForce, case studies are prevalent across industries and marketing forms.
According to a B2B marketing trends report, customer testimonials and case studies are considered the most effective content marketing tactics by nine out of ten B2B marketers. According to Social Fresh, customer testimonials have the highest effectiveness rating for content marketing at 89 percent.Seventy-three percent of people have used marketing case studies in the past 12 months to make B2B purchasing decisions.
Use this guide to understand how to use case studies for your organization. It offers instructions on how to secure a first-rate case study, and a template for getting started on a case study today.
What is a case study and why are they so important?
According to Top Rank Marketing Blog:
A “case study” in the context of marketing is an analysis of a project, campaign or company that identifies a situation, recommended solutions, implementation actions, and identification of those factors that contributed to failure or success.
As the aforementioned stats illustrate, marketing case studies are important because they help you sell your company’s product. They validate the statements your company makes about your product, and allow potential buyers to see your product in action. This blog post will help you secure and create a case study that sets your company apart from its competitors.
Here’s what you need to do to secure a case study.
Steps for Getting a Marketing Case Study
The first (and often hardest) part of creating a marketing case study is getting a customer to agree to one. No doubt many customers are pleased with your product. But it’s no small thing for them to take time out of their busy schedule to talk about how awesome the product or service they’re paying for is.
Many larger companies also have formalized rules around providing testimonials. This can extend the process of getting a case study, as they have to go through legal, senior management, and more, just to get approval.
Increase your case study prospects. Create a formalized process that ensures you get the case studies you need on a regular basis.
Meet with customer success, sales, and marketing to get them on board with creating regular case studies. From this meeting, create a formal document that outlines how to submit marketing case study opportunities, the frequency that customer success are expected to do so, and the process/time commitment involved after a client has agreed to participate.
Include a case study request email template to save customer success time. Consider these sample templates:
Including It in the Contract
Some companies choose to include a customer testimonial or case study commitment in part of their purchase agreement. This is a great way to guarantee you’ll have case studies in the pipeline. It’s also a conflict of interest, and some would argue flirts the line of ethical behavior. By including case studies in a contract, you’re essentially paying for testimonials.
You want to publish only truly impressive, stand-out marketing case studies. Customers who are doing so well with your product that you’d want to make a case study from their experience are likely to be happy to help. Customers who need a contract to be forced into a case study aren’t often the ones you want as a face for your brand.
Gather Information for Your Marketing Case Study
After a customer agrees to do a case study, take the following steps to ensure the process goes smoothly.
Send an Email
It should introduce you if you haven’t already. Confirm the date and time for your first phone call or in-person meeting. Address the time commitment of the case study, and include the questions you plan on asking.
With customer testimonials the person you’re interviewing needs to have well-spoken and thought out responses about your product. Here are some sample questions you could ask:
- How did you find out about our company?
- What made you start looking for our solution?
- Which other products did you look at before deciding on ours?
- Why did you choose our solution above others?
- How has using our solution been so far? Tell us about your experiences and what you’ve done with it?
- How has our product benefitted you and your team?
- What results have you seen with our solution so far?
- What do you hope to do with our product moving forward?
Next, conduct the interview. Whether it’s in person or over the phone, make sure to record the interview for transcription later. Make sure to inform them that you’re recording them. Aside from being common courtesy, it’s also illegal in some states to record someone without their consent. As you’re interviewing, make note of any especially interesting points, as well as numerical results.
Take Pictures and Record Video
If you’re conducting an interview onsite, take pictures and video. If not, ask your customer to send some over. The more visual your marketing case study is, the better. According to Animoto, four times as many consumers would prefer to watch a video about a product than to read about it.
Transcribe and fact check the interview. Try using a service website like Fiverr for quick transcription that won’t break the bank.
Find out information about the company and their results with your product outside of the interview. Ask if you can see their results or look into their reporting for numerical information to back up the information in the interview. If they don’t have this information, look internally for more general stats on your product’s impact on the people that use it.
Find a Story, Start Writing
Once you have all the data you need, start pulling together your copy, video, and images into a shareable document. Use the marketing case study template below to create a first-class case study.
Marketing Case Study Template
Too many companies title their case studies things like “[insert company name here] Case Study.” This is both boring and uninformative. Use the case study title to help potential readers decide if it’s something that applies to them. Include a description of the company and some of their results. E.g. “Case Study: How CS2 Compliance Is Succeeding With Curata Content Curation Software”
The subtitle should round out the reader’s expectations of what’s in the study. Include more numerical improvements, or an overview of what happened. E.g. “Creating and Growing an Excited Community in a Highly-Regulated, Niche Market”
Their Company Overview
We recommend pulling the company overview directly from the company’s website. It should be two or three sentences and highlight parts of the company most important to your audience. If you’re looking to highlight the company size, mention it here.
Your Company Overview
It’s okay to use a boilerplate description here. However, if there is something else that might be beneficial to include in this particular use-case—add it. If you have more than one product description in your boilerplate description, focus on the product the marketing case study focuses on.
The introduction should present the company you’re talking about and their problem. Here’s an example:
CS2 Compliance, a regulatory consulting firm for financial services clients, wanted to build a community for its clients and save time answering regulation-specific questions in individual emails. They wanted a solution that made content creation easier, found topical subjects in their industry, and enabled them to quickly publish to their website and newsletter.
The next section should introduce your product and why your customer went with you. Example:
They chose Curata Content Curation Software (CCS). Curata CCS uses machine learning, natural language processing, and artificial intelligence to help marketers discover and publish industry-specific content across marketing channels.
This should describe how your product or service was implemented and how it made the overall process smoother, easier, cheaper, etc. Example:
CS2 uses Curata CCS to curate articles that answer a variety of FAQs, building a robust content program including discussion boards, webinars, and frequent newsletters. This has led to strategic and streamlined website content and newsletter publication for CS2.
Finally, show the results. They support the statement that this company was successful with your product. If you have further information about how customers perform with your product, include it here. Include how your client is planning on using your product in the future to grow and expand their goals. Example:
Newsletters now have an open rate of 42.52 percent, and a click-through rate of 23.11 percent, both significantly above industry averages. With Curata, CS2 exceeded community registration goals by over 60 percent. CS2 is now using Curata to expand their reach and create custom experiences for each sub-audience within their online community.
Once the meat of your marketing case study is written, choose some pull quotes to highlight. Example:
CS2 co-founder and president Mary Harris King had this to say about Curata: “Curata keeps our current clients up-to-date with interesting articles while integrating with our public facing website so potential clients can see our newsfeeds, and sign up for the daily news digest, etc. It’s a great way to reach both audiences.”
Case studies are a compelling way to convince prospects to buy your product. They’re even more compelling when your claims are supported by data and hard information. Use company information and stats, outside numbers, and numbers from your customer to round out your marketing case study. Writing on how curation improves content marketing ROI? Include a stat from a trusted source. Example:
Over 50 percent of marketers that curate content indicate that it has increased their brand visibility, thought leadership, SEO, web traffic, and buyer engagement.
Many case studies include a conclusion at the end wrapping up all the details. Instead, try a big, colorful CTA. While a conclusion is nice, making sure the reader doesn’t have to consume more than they need is even better. If your marketing case study is very long, include the most important points at the beginning in bullets.
Distribute and Promote Your Marketing Case Study
Case studies are effective on your website and as a sales enablement tool. They should also be sent to your sales team. Include a description of what it’s about and the situations it should be most effective for.
Other ways to maximize the impact of a case study include:
- Place it on your home page
- Send an email sharing it with the case study’s target audience, or as part of your newsletter
- Write a supplemental blog post to drive traffic to the case study. Focus on the problem solved in the case study and write an informational post on that topic
- Add the case study to relevant landing pages
- Add it to you or your coworkers’ signatures
- Insert it into a slideshow or longer presentation on product use cases
- Share the case study on social media
Examples of Awesome Marketing Case Studies
For more information, check out some standout case studies by other companies.
Bitly’s case study is notable for a couple of reasons. First, their decision to use a slide deck over a single page document. It’s easy to digest and different enough that it piques the reader’s interest. The layout is sleek and skimmable with easy takeaways. Bitly includes images and a colorful layout that’s more interesting than a traditional, text-heavy marketing case study.
Kantar Media Division Cymphony
Kantar media created a case study video of their work for Samsung. For a service-based product, this form of marketing case study proved extremely effective. Kantar describe their process, their findings, and their results in a quick, story-heavy video.
Zendesk include customer testimonials in a visually appealing multimedia library on their website. This allows visitors to search by use case, industry, and company size to find the most relevant story to them.
For an example of one of Curata’s case studies, check out “How CS2 Compliance is SucceedingWith Curata Content Curation Software” [pdf].
Marketing case studies can be hugely effective. They provide proof of concept to potential buyers, and drive your audience further down the funnel. They can also serve as a powerful sales enablement tool. For more on how to drive your audience further down the funnel and measure your content’s efficacy, read Curata’s eBook: Content Marketing Metrics: Account Based Marketing Edition.
Tags: case study, content marketing, marketing case study
When you're thinking about investing in a product or service, what's the first thing you do?
Usually, it’s one or both of the following: You'll likely ask your friends whether they've tried the product or service, and if they have, whether they would recommend it. You'll also probably do some online research to see what others are saying about said product or service. Nowadays, 9 out of 10 people are looking at online product reviews, posts on social networks, and so on before making a purchasing decision. Most customers know that a little online research could spare them from a bad experience and poor investment of your budget.
Case studies are an invaluable asset when it comes to establishing proof that what you're offering is valuable and of good quality.
According to Content Marketing Institute, U.K. marketers use, 12 different marketing tactics on average, with case studies being the fifth most popular after social media content, enewsletters, blogs, and website articles. It doesn’t stop there: The CMI also reports that 63% of UK marketers believe that case studies are effective marketing tactics.
Okay, so you know case studies work. The question is, how do they work? And how can you squeeze the most value out of them? Here are 15 ways you can market your case studies to get the most out of them.
On Your Website
1) Have a dedicated case studies page.
You should have a webpage exclusively for housing your case studies. Whether you call this page "Case Studies, "Success Studies," or "Examples of Our Work," be sure it's easy for visitors to find.
Structure on that page is key: Initial challenges are clear for each case, as well as the goals, process, and results.
Get Inspired: Google’s Think With Google is an example of a really well structured case study page. The copy is engaging, as are the goals, approach, and results.
2) Put case studies on your home page.
Give website visitors every chance you can to stumble upon evidence of happy customers. Your home page is the perfect place to do this.
There are a number of ways you can include case studies on your homepage. Here are a few examples:
- Customer quotes/testimonials
- A call-to-action (CTA) to view specific case studies
- A slide-in CTA that links to a case study
- A CTA leading to your case studies page
Get Inspired:Theresumator.com incorporates testimonials onto their homepage to strengthen their value proposition.
Bonus Tip: Get personal.
Marketing gurus across the world agree that personalised marketing is the future. You can make your case studies more powerful if you find ways to make them “match” the website visitors that are important to you.
People react to familiarity -- for instance, presenting someone from London with a case study from New York may not resonate as well as if you displayed a case study from the U.K. Or you could choose to tailor case studies by industry or company size to the visitor. At HubSpot, we call this "smart content."
Get Inspired: To help explain smart content, have a look at the example below. Here, we wanted to test whether including testimonials on landing pages influenced conversion rates in the U.K. The landing page on the left is the default landing page shown to visitors from non-U.K. IP addresses. For the landing page on the right, we used smart content to show testimonials to visitors coming from U.K. IP addresses.
3) Implement slide-in CTAs.
Pop-ups have a reputation for being annoying, but there are ways to implement that that won't irk your website visitors. These CTAs don't have to be huge, glaring pop-ups -- instead, relevant but discreet slide-in CTAs can work really well.
For example, why not test out a slide-in CTA on one of your product pages, with a link to a case study that profiles a customer who's seen great results using that product?
Get Inspired: If you need some help on creating sliders for your website, check out this tutorial on creating slide-in CTAs.
4) Write blog posts about your case studies.
Once you publish a case study, the next logical step would be to write a blog post about it to expose your audience to it. The trick is to write about the case study in a way that identifies with your audience’s needs. So rather than titling your post “Company X: A Case Study," you might write about a specific hurdle, issue, or challenge the company overcame, and then use that company's case study to illustrate how the issues were addressed. It's important not to center the blog post around your company, product, or service -- instead, the customer’s challenges and how they were overcome should take centre stage.
For example, if we had a case study that showed how one customer generated twice as many leads as a result of our marketing automation tool, our blog post might be something along the lines of: "How to Double Lead Flow With Marketing Automation [Case Study]." The blog post would then comprise of a mix of stats, practical tips, as well as some illustrative examples from our case study.
Get Inspired: Check out this great example of a blog post from Moz, titled "How to Build Links to Your Blog – A Case Study."
5) Create videos from case studies.
Internet services are improving all the time, and as a result, people are consuming more and more video content. Prospects could be more likely to watch a video than they are to read a lengthy case study. If you have the budget, creating videos of your case studies is a really powerful way to communicate your value proposition.
Get Inspired: Check out one of our many video testimonials for some ideas on how to approach your own videos.
6) Use case studies on relevant landing pages.
Once you complete a case study, you'll have a bank of quotes and results you can pull from. Including quotes on product pages is especially interesting. If website visitors are reading your product pages, they are in a "consideration" mindset, meaning they are actively researching your products, perhaps with an intent to buy. Having customer quotes placed strategically on these pages is a great way to push them over the line and further down the funnel.
These quotes should be measured, results-based snippets, such as, “XX resulted in a 70% increase in blog subscribers in less an 6 months” rather than, “We are proud to be customers of XX, they really look after us."
Get Inspired: I really like the way HR Software company Workday incorporates video and testimonials into its solutions pages.
Off Your Website
7) Post about case studies on social media.
Case studies make for perfect social sharing material. Here are a few examples of how you can leverage them on social:
- Share a link to a case study and tag the customer in the post. The trick here is to post your case studies in a way that attracts the right people to click through, rather than just a generic message like, “New Case Study ->> LINK." Make sure your status communicates clearly the challenge that was overcome or the goal that was achieved. It's also wise to include the main stats associated with the case study; for example, "2x lead flow," "125% increase in X," and so on.
- Update your cover image on Twitter/Facebook showing a happy customer. Our social media cover photo templates should help you with this!
- Add your case study to your list of publications on LinkedIn.
- Share your case studies in relevant LinkedIn Groups.
- Target your new case studies to relevant people on Facebook using dark posts. (Learn about dark posts here.)
Get Inspired:MaRS Discovery District posts case studies on Twitter to push people towards a desired action.
8) Use case studies in your email marketing.
Case studies are particularly suited to email marketing when you have an industry-segmentable list. For example, if you have a case study from a client in the insurance industry, emailing your case study to your base of insurance-related contacts can be a really relevant addition to a lead nurturing campaign.
Case studies can also be very effective when used in product-specific lead nurture workflows in reactivating opportunities that have gone cold. They can be useful for re-engaging leads that have gone quiet and who were looking at specific areas of your product that the case study relates to.
Get Inspired: It's important that your lead nurture workflow content includes the appropriate content for where prospects are in the sales cycle. If you need help on how to do this, check out our post on how to map lead nurturing content to each stage in sales cycle.
9) Incorporate case studies into your newsletters.
This idea is as good for your client relations as it is for gaining the attention of your prospects. Customers and clients love feeling as though they're part of a community. It’s human nature. Prospects warm to companies that look after their customers; companies whose customers are happy and proud to be part of something. Also, whether we are willing to admit it or not, people love to show off!
Get Inspired: Newsletters become stale over time. Give your newsletters a new lease of life with our guide on how to create newsletters that don't suck.
10) Equip your sales team with case studies.
Tailored content has become increasingly important to sales reps as they look to provide value on the sales call. It's estimated that consumers go through 70-90% of the buyer's journey