75% of B2B marketers use case studies in their campaigns, ranking them as the most effective sales tool after video.
To us, a powerful case study isn’t just a single document. It’s a package of assets that marketing uses to prove value and sales teams use to build trust.
But the most effective assets start with picking the right story. Let's look first at how to spot the best candidates.
Many marketing managers we speak with are unsure which customers to nominate for a case study when they come to us. Many believe case studies are for grand, company-saving projects like migrating an entire data centre.
The opposite is true. In our experience, the case studies that work best are the ones where you show how you solve practical, everyday problems. That could be the frustrating manufacturing process you streamlined or the simple workflow automation that increased support ticket resolutions.
These are real business bugbears. When a prospect sees you've solved the exact problem they're facing, it builds a level of trust that simply telling them about your service never could.
To show you what we mean, here are nine examples across different sectors:
Your SaaS client's trial users weren't staying after their free trial ended. Share the emails or 'how-to' articles you created that hooked trial users in and increased paid conversion rates.
Getting leads wasn't a problem for your client, but closing deals was. Explain how the sales decks and playbooks you created boosted rep confidence, which led to higher close rates the next month.
Constant project disputes stalled many of your construction client's projects. Detail how your new milestone-based sign-off process eliminated arguments and kept projects on time and within budget.
Your private clinic client was losing revenue from patient no-shows. Describe the automated reminder system you put in place for them and how it cut missed appointments for them.
A manufacturing client was dealing with high volumes of quality complaints from retailers. Share the new human/ML visual checking you introduced, showing how it cut waste and retained key accounts.
An investment client's onboarding was slow and complex. Explain how the automated workflows you introduced cut customer activation time from days to hours while staying compliant.
A language app saw high user drop-off in the first week. Describe how you analysed user behaviour and redesigned the CX to keep them more engaged for well past seven days, reducing customer churn.
A client's EU shipments were frequently stuck in customs. Detail the new paperwork and processes you recommended and how these cleared their backlog and helped them hit export targets.
A client failed a critical security audit. Explain how you identified the attack surface issue and how you built new system controls to close the exposure so they passed the re-audit with confidence.
Now you have a candidate (or candidates), the next step is creating the cae study pack itself. We follow a clear and straightforward process that respects both your time and your clients' time.
The first step is to speak with you to find out what you want your case studies to achieve: to be precise, which products you want to promote and what specific value you want to demonstrate to your target audience.
You suggest a few customers who've really benefited from the work you did for them. Together, we'll review them and help you work out which one is the best candidate for telling the type of story you want to share.
We get in touch with your chosen client to arrange a 30-minute conversation. Our writer handles all of this, creating a series of questions to get the details and quotes they need to build the story around your campaign goals.
Using the information from the interview, we write the first draft. We use a simple but highly effective structure to build each case study: first, the product the client had, second, how you fixed it and third, the results they got.
Both you and your customer review the draft we send over and give us your feedback. We make any changes you ask for and continue to refine the copy until everyone is happy to sign off the work as complete.
We deliver a variety of different case study formats (more in the next section) for different teams including an SEO-optimised version for your site, social posts, PDF downloadables and more.
The value of a case study isn't in the document itself, but how you use it. We provide your case study and collateral in six different formats that your marketing and sales teams can use immediately to generate interest, build trust with prospects, and prove how your service solves real-world problems. Here's what you get:
An SEO-optimised version of the case study for your website, structured for modern search engines like Google's AI Overviews. It's written in plain English with visual aids and full metadata to build authority.
We deliver three short video clips (Problem, Solution, Result) and a full-length version. Professionally captured using tools like Vocal Video, these assets make your story more engaging and highly shareable on social media.
A series of short posts for LinkedIn and X that highlight the problem you solved for your client and the positive results your client achieved. Each links back to the case study on your site to drive enquiries.
A professionally branded PDF that your sales team can easily drop into sales decks, follow-up emails and proposals to show how your product works in the real world and how it delivered the desired result.
A one-page summary that highlights the client’s challenge, your solution and the end result. Ideal for sales reps, account managers and SDRs, it’s built for fast use in prospecting emails and pitch packs.
Suggested text for a launch email to announce your new case study, summarising the story and linking to the web version. Ideal to send out to email newsletter subscribers or on a cold email campaign.
We take care of everything from first call to final sign-off, so your team gets sales-ready content they can actually use.
After reading a case study, buyers often check the professionals that carried out the work. A well-written About page and clear team bios help them understand what you do and the expertise of your people. It's the last check-up many buyers do before making the call.
Case studies show what you've done. Thought leadership content shows you how approach business. When decision-makers are at or near the point of buying, there's more chance they'll call you if they trust you and regularly check in to get your opinion on industry issues.
Here's a selection of the types of questions customers ask when they contact us.
A: A case study writer's main role is to write a document and supporting marketing materials on a customer story with a positive outcome. Case study writers manage the entire project, from initial extensive research and interviewing the client right through to final draft. The goal of the project is to showcase how your company's products, services and processes solve another business's pain points or unlocks an opportunity for them.
A: The cost depends on project scope. You can pick up 500 word case studies for £95 or choose a service package like ours which contains a complete set of supporting assets, including a collection of videos, web page content, PDF, social media content and a one-page summary for sales staff.
A: B2B decision-makers are cautious. Case studies showcase the proof that a product or service delivers the desired result, building trust and establishing credibility for a supplier like you. They are very effective at generating leads and securing orders.
A: Freelance case study writers can produce great content but they often lack the resources of an agency like [w.]. Freelance writers often work on their own and find project management difficult. Agencies have both in-house teams and trusted freelancers to deliver a high-quality result without adding to your internal workload.
A: Our process for creating case studies has six key stages: an initial discovery call, client selection, an interview with your customer, first draft writing, a collaborative review stage and the final delivery of your complete asset package. We manage every step for you.
A: Typically, a case study takes 4-6 weeks from the initial call to final delivery. This covers all aspects of the project, including the strategic planning, coordination with your client, the interview itself, writing, reviews, and creating all the different content formats.
A: Once you've selected the current client you want to feature in your case study, your copywriter arranges a 30-minute video call with them. During the call, the writer asks the questions needed to build the case study around the agreed outcomes, product focus and commercial message.
A: Your writer carries out thorough research into the products and services they cover in the case study and the importance of the results they deliver to your clients. Much of this involves collecting data like before-and-after performance metrics, time or cost savings and client-specific KPIs that show where you delivered value.
A: The most effective case study structure involves: outlining the problem, detailing the solution you and your client developed, explaining the deployment and highlighting the commercial results the project delivered.
A: A great case study is one where your target audience can see a challenge they recognise and they want you to help them achieve the same results for their own business.
A: The most important factor in building a powerful case study is creating a document which the target audience trusts for its insights and finds relevant to their own situation. These types of case studies are more likely to end up with a lead or a sale.
A: Many on our team have completed complex case studies for clients in sectors like the technology industry. A copywriter, however, doesn’t need to be a subject matter expert to write individual case studies. They’re trained to ask the right questions, extract relevant insights, and translate technical detail into clear, commercially focused content. That said, if subject matter expertise is important to you, we’ll match your project with a suitable writer, even if that means sourcing someone new.
A: A business case study is a marketing tool companies use to market and sell their goods and services, designed to persuade prospects. A case study for academic disciplines is used by teachers and researchers that follows established conventions and whose goal is to contribute to scholarly knowledge.
A: No, our services are distinctly different. We focus exclusively on creating commercial case studies for B2B companies. We do not offer academic writing services and our work is not intended for or suitable for use by UK students for their coursework or university submissions.
A: We do not provide support for students. Our expertise is in the B2B sector, helping companies turn their commercial successes into marketing assets. Our process is designed to work with professional teams and their clients, a very different discipline from providing academic assistance.
A: Case studies are valuable digital marketing tools. We provide them in multiple formats including an AI search- and SEO-optimised web page to attract organic traffic, video clips for your website and social media, social media messaging, a PDF download for distribution, and a one-page summary sheet for your sales reps.
A: The primary benefit is that you can use the different assets at different stages of the buyer's journey. For example, your AI search- and SEO-optimised web page, video clips and social media messaging will attract top- and middle-funnel traffic. Reps can use the PDF case study and the one-page summary at bottom-funnel stage when closing deals.
A: Case studies should clearly connect the client's pain point or unlocked opportunities to features within your products and services that overcome those problems. Prospects should see how your solution directly led to the outcomes they want for their own business.
A: You need a professional writer to create a case study because it takes skill to turn raw information into a clear, engaging narrative that highlights your value and persuades future buyers. Commercial copywriters focus on delivering a return on their customers' investment and have the experience and expertise to ask the right questions, shape the story around your sales goals, and write in a way that moves prospects closer to a decision.
A: Sources used in this article include:
