{"id":40857,"date":"2024-06-15T00:00:00","date_gmt":"2024-06-15T07:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/writing-a-case-study\/"},"modified":"2025-07-14T06:11:53","modified_gmt":"2025-07-14T13:11:53","slug":"writing-a-case-study","status":"publish","type":"post","link":"\/us\/en\/blog\/writing-a-case-study\/","title":{"rendered":"How to write a case study: The ultimate guide + examples and templates"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">It would be great if we could wave a magic wand to convince prospects to buy your product or service\u2026 But we can\u2019t. So, a case study is your next best option.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They\u2019re a powerful sales and marketing tool for those prospects that are sitting on the fence. The problem is, they\u2019re often dry, bland, and anything but magical. Never fear, though, as we\u2019ve done some in-depth case study analysis.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019re here to show you how to write a case study that will convince customers to choose you over your competitors. To create something so compelling they\u2019ll have no doubt about your ability to deliver results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether this is your first or 100th stab at it, we\u2019ve got you covered with tips and best practices, real-world examples, and ideas for how to format a case study.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we\u2019ll look at:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#what-a-case-study-is\"><span style=\"font-weight: 400;\">What a case study is and why you need one<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#what-makes-a-good-case-study\"><span style=\"font-weight: 400;\">What makes <\/span><span style=\"font-weight: 400;\">a good case study<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#case-study-include\"><span style=\"font-weight: 400;\">What should a case study include?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#essential-prep\"><span style=\"font-weight: 400;\">Essential prep for creating a case study<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#how-to-write\"><span style=\"font-weight: 400;\">How to write a good case study in 5 steps<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#8-further-case-study\"><span style=\"font-weight: 400;\">8 further case study best practices<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#5-real-life\"><span style=\"font-weight: 400;\">7 real-life case study examples<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#3-case-study\"><span style=\"font-weight: 400;\">8 case study templates to get you started<\/span><\/a><\/li>\n<\/ul>\n<hr \/>\n<p class=\"p1\">\ud83d\udd0d<span style=\"font-weight: 400;\">Are you looking for some case study examples? <\/span><span style=\"font-weight: 400;\">This compilation of case study data and leadership input from just a few RingCentral SMB customers will show you exactly how they have modernized their business communication processes.<\/span>\u00a0<\/p>\n<div class=\"download-form-widget standart-download-form\" data-url=\"https:\/\/assets.ringcentral.com\/us\/ebook\/smb-mobility-flexibility.pdf\" data-id=\"6a084a52b2268\" id=\"6a084a52b2268\">\n\t\t<button tabindex=\"on\"  on=\"tap:6a084a52b2268.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\ud83d\udcd9 Get the eBook<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">\ud83d\udc40 \u200aGet this free eBook to get an inside look at three case studies.<\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get it now\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:6a084a52b2268.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\">Enjoy! <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p>\n<hr \/>\n<h2 id=\"what-a-case-study-is\" class=\"heading h2\"><span style=\"font-weight: 400;\">What is a case study and why should you create one?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A case study is basically a document\u2014 or it can be a video\u2014that outlines how a customer used your product to overcome a problem. It\u2019s real-world proof that your product works and gets results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your product or service has helped customers get great results, a case study will help you showcase those results to your future customers. They\u2019re an excellent way to attract more business, and can mean the difference between a lost opportunity and a really good end-of-quarter. <\/span><\/p>\n<h2 class=\"heading h2\"><span style=\"font-weight: 400;\">Why are case studies important?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Case studies present a living, breathing witness to how effective your product or service is. In other words, they represent the ultimate in social proof. While customer reviews can also be valuable in influencing a potential client\u2019s decision to buy from your company, they don\u2019t pack the punch that case studies do.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s because with case studies, you can curate a story that highlights how well your product or service solved a real-life problem, and back it up with solid data. It demonstrates the value of your offering, while showing off your hard work in achieving success for a customer.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">Case studies are relatable<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Because you\u2019re using real-world examples, rather than abstract concepts of what your product or service represents, case studies are fully relatable to potential new customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They can put themselves in the shoes of the subject and empathize with their pain points\u2014and realize that there\u2019s a way to get similar results for themselves.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">They\u2019re unbiased<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Whereas a landing page or product page can be purely self-promotional, a case study comes across as more authentic and unbiased. Instead of you saying how awesome your product is, the subject is saying it, and that counts for a lot.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If they\u2019ve switched to you from a competitor, that\u2019s even better as it positions your product as superior without you having to spell it out.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">They increase your authority<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Case studies also demonstrate your ability to solve problems for your customers, positioning you as experts in your industry and building trust. The more case studies you have, the more established you\u2019ll look. As in: \u201cWow, they have so many happy clients\u2014they must be doing something right!\u201d<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">They inspire readers<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A narrative that\u2019s engaging to read will get people interested in your company and inspire them to take a look around your website. And case studies give readers variety alongside other content formats such as product pages and blogs. They\u2019re also an extra opportunity to add a CTA and nudge readers toward taking an action.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">They have many uses<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Case studies are versatile. You can publish and promote them in various places alongside your website\u2014give a taster in social media posts with a link to the full article, add the video to your YouTube channel, share the stories in sales presentations. You can also extract elements like quotes from featured customers and repurpose them in other content, such as infographics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In most cases it\u2019s best to have case studies easily available on your website, not as downloadable gated content, but you do have this option for lead generation. You could write a blog post with a short version of the story, and offer the full version to readers in return for giving you their contact details.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">They encourage loyalty<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When you ask an existing customer to be the subject of a case study, it not only makes them feel special but it also reminds them of the benefits of your solution\u2014which helps to reaffirm their loyalty. Plus, they\u2019re getting extra brand exposure and a backlink to their own website, which boosts both their traffic and their authority online.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, there\u2019s nothing to stop you reaching out to former customers who achieved good results with you before moving on (it happens). You never know, a reminder of you might even bring them back! <\/span><\/p>\n<h2 id=\"what-makes-a-good-case-study\"><span style=\"font-weight: 400;\">What makes a good case study?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">First, it\u2019s helpful to highlight what makes a lot of case studies bad: most are painfully boring. What they have is research and detail, but what they lack is a cohesive, consumable story.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They list numbers and contain data, but the reader isn\u2019t sure what it all means or why it\u2019s relevant to their problem. They end up existing as technical documents that do little to persuade or excite anyone. That\u2019s unfortunate because they have the potential to be a powerful sales tool that can help you close big deals in the decision-making phase.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So how do you write a case study that\u2019s actually effective, then? Here are three characteristics every good case study should have:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">It\u2019s digestible<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">There\u2019s no hard and fast rule on how long a case study should be. But it\u2019s always a good idea to ask \u201chow short can we make it?\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A good case study avoids the unnecessary minutiae, knows what it\u2019s trying to say, and communicates it quickly and without ambiguity. With a few exceptions, effective case studies are concise and clear.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">It\u2019s thorough<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">On the other side of the length equation, being thorough is also important. Case study writing is all about making impressive claims about how a product helped someone achieve a certain result. However, it also needs to explain how it happened.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Good case studies include key details that show how the customer got from A to B using the product\u2014something you don\u2019t get with <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-review-examples\/\"><span style=\"font-weight: 400;\">customer reviews<\/span><\/a><span style=\"font-weight: 400;\">. Don\u2019t make your reader work too hard to visualize the story. If you can use images and videos, use them.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">It\u2019s a story<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Yes, case studies are sales tools. But the ones really worth reading tell a compelling story with a beginning, middle, and end. They beg to be read all the way through. Often, they present a problem that creates tension and demands a solution. And remember, in this story, the customer is the hero\u2014not you. <\/span><\/p>\n<h2 id=\"case-study-include\"><span style=\"font-weight: 400;\">What should a case study include?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Caveat: There is no one-size-fits-all approach for what to include in a case study. But, in general, there is a recognized case study format with certain sections you should feature to make it clearer and more impactful.\u00a0 This format typically includes:<\/span><\/p>\n<ul>\n<li><b>Title: <\/b><span style=\"font-weight: 400;\">This should be concise and engaging. Naming your document \u201cA Case Study of RingCentral\u201d sounds dry. A headline like \u201cNavigating Communications in a Remote World: A RingCentral Case Study\u201d has more impact and explains what theme you\u2019re exploring.<\/span><\/li>\n<li aria-level=\"1\"><b>Executive summary: <\/b><span style=\"font-weight: 400;\">Consider this like an abstract. Provide a brief overview of the case study, including the key purpose, approaches, findings, and solutions, without giving too much away.<\/span><\/li>\n<li aria-level=\"1\"><b>Introduction: <\/b><span style=\"font-weight: 400;\">Provide essential details about the customer in context.<\/span><\/li>\n<li aria-level=\"1\"><b>Challenges: <\/b><span style=\"font-weight: 400;\">Here\u2019s where you highlight where your customer was before using your product or service and where they wanted to be. Present raw data where applicable and discuss any other background information that shows their struggles.<\/span><\/li>\n<li aria-level=\"1\"><b>Solution: <\/b><span style=\"font-weight: 400;\">Here\u2019s where you get to show off. Explain how and why the customer chose your company, and how a specific product or service helped them achieve their objectives.<\/span><\/li>\n<li aria-level=\"1\"><b>Results: <\/b><span style=\"font-weight: 400;\">Time to get tangible. Dive into how the customer used your product, the results they saw, and long-lasting benefits. Incorporate any testimonials and statistics that showcase these results.<\/span><\/li>\n<li aria-level=\"1\"><b>Conclusion: <\/b><span style=\"font-weight: 400;\">Case studies are just as much about the future as the present. Use this closing section to highlight where your case study customer is going next thanks to your solution. Consider including a call-to-action here to encourage your prospect to take the next step.<\/span><\/li>\n<\/ul>\n<h2 class=\"heading h2\"><span style=\"font-weight: 400;\">How long should a case study be?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There isn\u2019t a definitive answer to this question, as the length of a case study can vary depending on factors such as the size of the project you\u2019re talking about. It also depends on the type of case study\u2014for example, if it\u2019s in the form of a video then a couple of minutes is enough. (We\u2019ll explore the different types a little later on in this post.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Balance is the key here. You\u2019ll need to to include enough information to convey the story properly and hook the reader in, but not so much that they get overwhelmed or the message of the story gets lost amid the detail. The last thing you want them to think is \u201cTL;DR\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s about being concise, and not allowing yourself to get carried away with the story. Only include what needs to be included, so that readers can clearly understand the subject\u2019s pain point, the reason your solution was a good fit, and the success it achieved.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember that not every part of the case study has to be in narrative form. You can pull out stats and display them as graphics, highlight direct quotes or other key information, or add a photo of the subject. If your case study is on the longer side, break up the text with subheadings, bullet points, and white space. <\/span><\/p>\n<h2 id=\"essential-prep\"><span style=\"font-weight: 400;\">Essential prep for creating a case study<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Before you start actually writing, there\u2019s a bit of prep work you\u2019ll need to do to make sure your case study is amazing.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Choose your customer<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You may have many customers who\u2019ve seen great results using your product (let\u2019s hope!). But you can\u2019t just pick a name out of a hat and showcase their results. So, what\u2019s the best way of selecting a client for a case study? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Steer clear of customers who may not be the right fit for your audience or whose results may not be typical.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, don\u2019t feature an enterprise company when most of your customers are small businesses. Or a business achieving a 90% <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-retention-rate\/\"><span style=\"font-weight: 400;\">customer retention rate<\/span><\/a><span style=\"font-weight: 400;\"> when most of them see 70% on average (still impressive, though). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When considering which customer to use, start by creating a list of customers that meet these criteria:<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">They\u2019ve seen good results with your product or service<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">The numbers are what really matter. So choose customers that have seen strong results using your product (like <\/span><a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/conair.html\"><span style=\"font-weight: 400;\">Conair<\/span><\/a><span style=\"font-weight: 400;\"> did with RingCentral). But be careful about showcasing exceptionally good results if they\u2019re not likely to be repeated by most.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-56635 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/02\/image9-2.png\" alt=\"An example of a RingCentral case study of our relationship with Conair \" width=\"1142\" height=\"880\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">They have a respected and recognizable brand<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Strong brands give your product instant social proof. They prove that you\u2019re established and trustworthy. That alone can make you a front-runner in the decision-making process. After all, if Big Brand X trusts you, so can a prospect.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">They\u2019re a typical customer<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Good results don\u2019t carry as much weight when they\u2019re achieved by companies in other industries or verticals. Identify current customers that are similar to your target audience. A client who has faced similar challenges and pain points will evoke empathy and stir up interest in the mind of your prospective clients.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, if you sell enterprise software, choose enterprise customers. If you\u2019re a consultant in the healthcare industry, choose a customer that works in healthcare. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">With your list in hand, you can start reaching out. Picking up the phone can be a lot more effective than sending an email. It\u2019s more personal, lets you build rapport, and is harder to ignore.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Try to get in touch with customers who use or are very familiar with your product or service\u2014someone who can speak to results. Tell them you\u2019re interested in writing a case study and you\u2019d love to hear more about the results they\u2019ve achieved. Be clear about what the process involves on their part\u2014whether it\u2019s a list of questions in an email, a phone call, or if it involves a camera and crew.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019ve provided value, your customer is more likely to see you as a partner rather than a vendor and, hopefully, will be happy to participate. Remember, you\u2019re also shining a spotlight on their own success. So it\u2019s a win-win.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That said, you may hear \u201cno\u201d a few times, too. Don\u2019t get discouraged. Some customers will decline for different reasons, regardless of the results they\u2019ve achieved with your product.<\/span><\/p>\n<figure id=\"attachment_2087\" aria-describedby=\"caption-attachment-2087\" style=\"width: 695px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-medium wp-image-2087\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image1-14.png\" alt=\"The benefits of moving to RingCentral: cost savings and a measurable boost in team productivity\" width=\"695\" height=\"178\" \/><figcaption id=\"caption-attachment-2087\" class=\"wp-caption-text\"><a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/w2o.html\" target=\"_blank\" rel=\"noopener noreferrer\">RingCentral: W2O<\/a><\/figcaption><\/figure>\n<div class=\"tip\">\n<div><\/div>\n<div class=\"tip-heading\"><span style=\"font-weight: 400;\"><strong>\ud83c\udf1f\u00a0<\/strong>Pro-tip: <\/span><\/div>\n<div class=\"tip-heading\"><span style=\"font-weight: 400;\">Don\u2019t just use a personal phone to call your customers and interview them. Use a <\/span><a href=\"https:\/\/www.ringcentral.com\/solutions\/office\/call.html\"><span style=\"font-weight: 400;\">communications app that has a phone calling feature<\/span><\/a><span style=\"font-weight: 400;\"> instead. Not only will that show your business as the caller ID (instead of a phone number they\u2019re not familiar with), some apps let you record conversations too to make it easy to go back and analyze your conversations (just remember to ask first).<\/span><\/div>\n<\/div>\n<h3><span style=\"font-weight: 400;\">2. Begin your research<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Start collecting information about your customer. This is easier if you work as a team. From sales to content marketing to customer service, everyone who\u2019s been in touch with customers will have insight about their experience. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">They can help you understand what your customers do and sell, and what challenges they\u2019re facing. Identify the stakeholders you need to speak with\u2014anyone in the company who uses your product\u2014from the CEO to the marketing intern. Collect stats, even ones you don\u2019t think are relevant\u2014they may be later. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Ask the right questions<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Smart questions get insightful answers. Here are some examples of great questions to start with:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cWhat were some of the bigger challenges you faced before using our product?\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cHow does our product help you reach your individual goals?\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cWhich key metrics have improved most since using our product\/service?\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cWhich parts of your business have been impacted most, and how?\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cHow long did it take to roll out our product?\u201d<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">But don\u2019t stop there. Use these questions to segue into deeper, more targeted questions that underscore the real-world benefits of your product. Let the conversation flow naturally\u2014this is the magic of interviews. You can\u2019t always plan for what interesting topics come up next.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">4. Identify your target audience<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Beyond your customer\u2019s industry, consider who the target audience of the case study is. Who will see it? What group of people does it need to influence? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">While it\u2019s often high-level executives who make large purchase decisions, employees at all levels can act as a champion for your product or brand. Your case study may have to persuade an IT worker that your product or service is going to make their job easier. Meanwhile, it may also need to convince the CFO that they\u2019ll see a real return on investment. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">5. Identify the top three things you want to highlight<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">During the initial research phase, you\u2019ve likely uncovered a lot of interesting information about your customer and their experiences with your product.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While it might be tempting to use it all, when you write a case study, you should quickly and clearly communicate the value of your product. Go through this information and identify the three most important business results you want to feature, like we did in the <\/span><a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/barx-parx.html\"><span style=\"font-weight: 400;\">Barx Parx example<\/span><\/a><span style=\"font-weight: 400;\"> shown below. <\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Stats and key performance indicators (KPIs) to consider using in your case study:<\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ramp up time<\/b><span style=\"font-weight: 400;\">: How long did it take to get started with your product? Did it improve any other facet of their workflow?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Sales results<\/b><span style=\"font-weight: 400;\">: How did the product impact your customer\u2019s bottom line?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Total return on investment (ROI)<\/b><span style=\"font-weight: 400;\">: How long did it take to earn more than they spent on your product? <\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b style=\"color: #434343;\">Productivity increases<\/b><span style=\"font-weight: 400;\">: Which teams saw improvements in process and workflow? And by how much?<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-56636\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/02\/image10-1.png\" alt=\"Screenshot from a RingCentral and Barx Park case study, showing both productivity improvements and sales results\" width=\"1649\" height=\"606\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">6. Choose your format<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">So, what does a case study look like visually? It doesn\u2019t have to exist only as a PDF attachment in a late-stage deal email (although there\u2019s nothing wrong with that). Consider the format. Think about who\u2019s going to read it (or watch it).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do you want to turn this into fancy interactive content? Does your prospect have the time and interest to dig into the details? Or do they just want the facts? Choose the format that you think best engages the audience that you\u2019re selling to.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some options:<\/span><\/p>\n<h4 class=\"heading h4\" style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">Report format<\/span><\/h4>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">This long-form document has been the gold standard for B2B case studies for many years. It\u2019s\u00a0effective when the subject matter is complex and demands detail.<\/span><\/p>\n<figure id=\"attachment_2089\" aria-describedby=\"caption-attachment-2089\" style=\"width: 467px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-2089 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image8-9.png\" alt=\"Zendesk case study with IDC\" width=\"467\" height=\"400\" \/><figcaption id=\"caption-attachment-2089\" class=\"wp-caption-text\">Here\u2019s how <a href=\"https:\/\/www.zendesk.com\/resources\/idc-report-homebridge\/\" target=\"_blank\" rel=\"noopener noreferrer\">Zendesk presented their case study with IDC as a report<\/a>.<\/figcaption><\/figure>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">Remember, a CTO who\u2019s evaluating large-scale business communications platforms for a multi-year deal is going to want more information than a marketing manager who\u2019s evaluating a new social media ad platform.<\/span><\/p>\n<h4 style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">One-pager<\/span><\/h4>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">Keeping things short and sweet is often the best way to get your message heard. By focusing on the key points, you can highlight the biggest wins at just a glance.\u00a0<\/span><\/p>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">Most report format case studies can be easily condensed into a one-page document. This is ideal for prospects (and salespeople) who are short on time and prefer something they can quickly scan.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-2098 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image10-4.png\" alt=\"LinkedIn case study about Adobe\" width=\"695\" height=\"382\" \/><\/p>\n<h4 style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">Video<\/span><\/h4>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">Few things can tell a story the way that video can, and case studies are no exception. They give you an unmatched level of creative freedom and storytelling using music, lighting, pacing, and voice that can evoke emotions and persuade someone using more than just numbers and facts.\u00a0<\/span><\/p>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">And at just a couple of minutes long, they can do a lot of heavy lifting in not a lot of time. <\/span><\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-2093 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image3-13.png\" alt=\"Dropbox case study about Expedia\" width=\"695\" height=\"191\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.dropbox.com\/business\/customers\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Dropbox: Expedia<\/span><\/a><\/p>\n<h4 style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">Infographic<\/span><\/h4>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">If you\u2019re wondering how to make a case study<\/span> <span style=\"font-weight: 400;\">more memorable, it\u2019s worth noting that people love infographics. They\u2019re an excellent way to convey important data in a simple, eye-pleasing way. <\/span><\/p>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">If your case study requires you to use a lot of data to prove a point\u2014or if visualizing data can make the results more clear\u2014building an infographic case study can be a great investment. <\/span><\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-2094 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image2-12.png\" alt=\"Case study infographic\" width=\"566\" height=\"400\" \/><\/p>\n<p><a name=\"5 steps to writing your case study\"><\/a><\/p>\n<h2 id=\"how-to-write\"><span style=\"font-weight: 400;\">How to write a case study in 5 steps<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Congrats. You\u2019ve done the research. You\u2019ve made the calls. You\u2019ve pored over all the details. Now, all you have to do is write.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are five simple steps that\u2019ll help you better understand how to create a case study that champions your customer and clearly showcases the real-world value of your products or services.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Introduce the customer<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Set the stage for your case study with an introduction. Briefly explain who your customer is with a bit of background information that can include their industry, product, company size, and location.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You don\u2019t have to dig into the nuts and bolts of their business, but you do want the reader to understand who they are and what they do. The more color you can provide here, the more impactful it\u2019ll be when you show the awesome results this customer saw because they chose you.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. State the problem<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Every product or service is a possible solution to a problem. Explain the problem (or problems) that you helped your customer overcome. Describe the larger impact of the issue. Maybe it was customers leaving. Perhaps it was bad leads\u2014or good leads that were never followed up on. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Use this as an opportunity to clearly show what was at stake, and make sure you leave the jargon out of it. Frame the problem in simple terms that any reader can understand.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Introduce your product<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">This is where you begin solving the problem. Briefly introduce your proposed solution and what it does. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Start on a general level, then apply it to the challenge the customer was experiencing. Talk about which teams or individuals used your product and how they used it. Be sure to make the connection between the customer\u2019s problem and your solution crystal clear. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">4. Show results<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The big reveal. What kind of results was your customer able to achieve using your product or service? Speak to how they solved the problem descriptively, but also with cold, hard numbers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not everything can be measured in numbers (sometimes, peace of mind is a powerful benefit all on its own), but whenever you can, back up your story with the stats. At the very least, this will make it easy for a CFO\u2014or a prospective customer who wants to buy\u2014to justify buying your product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example:\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">The customer saw a 33% increase in web traffic, a large influx of social media activity, and a 10% boost in revenue over the duration of the campaign. <\/span><\/i><\/p>\n<h3><span style=\"font-weight: 400;\">5. Prove it<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Don\u2019t forget to show your math. How you get the results is just as important as the results themselves. What specific steps were taken to get those results? Not only will this help validate your claims, it makes it easier to envision how the reader may be able to achieve them, too. <\/span><a name=\"Tips for making a good case study great\"><\/a><\/p>\n<h2 id=\"8-further-case-study\"><span style=\"font-weight: 400;\">8 Further case study best practices<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">That\u2019s how to write a case study in broad strokes, but you might be wondering how to write a business case study<\/span> <span style=\"font-weight: 400;\">that stands out from the crowd? <\/span><span style=\"font-weight: 400;\">Here are some top tips:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Avoid jargon\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">As a subject matter expert in your line of work, it can be tempting to go into as much jargony detail as possible. This is normal as it\u2019s often the language we use at work every day.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember, though, that your customer probably doesn\u2019t speak that language. When in doubt, try to put yourself in the shoes of someone who doesn\u2019t live and breathe your product or industry..\u00a0 <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Spend time on your title<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s tempting to use the case study\u2019s most interesting or impressive KPI as your title. But that also gives away the ending before the story begins, and skips details that are important for context in the process. Try writing a title that piques interest without being a spoiler. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Edit. Then edit again.\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve got your first draft completed (and the jargon removed), edit the case study. When writing case studies, one proofread is never enough. A few best practices here:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Look for and eliminate unnecessary adjectives\u2014simple English is better. <\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Speak in an active voice.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Look for details that get in the way of the story.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">And then do it all over again until you can\u2019t edit it down anymore without losing the essence of the story. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">4. Pay attention to the imagery<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Well-designed charts, graphs, images, or infographics can do the heavy lifting of several pages of text in just seconds.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They can also help break up large pieces of text, making the case study easier to read\u2014and nicer to look at. After all, the end goal is to have these read all the way through.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s an example of a graphic from a longer <\/span><a href=\"https:\/\/www.cpacanada.ca\/en\/news\/world\/2019-02-13-internet-of-things-infographic\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">CPA Canada infographic <\/span><\/a><span style=\"font-weight: 400;\">(that includes a short case study embedded inside it):\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-2095 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image7-9.png\" alt=\"CPA Canada infographic (that includes a short case study embedded inside it)\" width=\"584\" height=\"400\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">5. Pull quotes<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Hard data and results are good. But a customer quote is a great piece of social proof and adds a human element to your case study. And that makes your results more believable.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s an example of what that looks like, from a <\/span><a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/brightway-insurance.html\"><span style=\"font-weight: 400;\">RingCentral case study<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-56628\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/02\/image2.png\" alt=\"A customer quote from the case study of Brightway Insurance\u2019s success using RingCentral\u2019s products\" width=\"1176\" height=\"485\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">6. Make it scannable<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Some people will take the time to read your case study front to back and absorb every detail. Some won\u2019t give it more than a single glance. And sometimes, that person is the decision-maker.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make the most important results easy to spot, read, and retain at a glance. Write headings that are descriptive\u2014if someone just scanned them, would they be able to get the gist of the story? Consider putting a summary at the very beginning of the study, or call out impressive results in a larger font size. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">7. Record your interviews<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ditch the pen and paper. If you\u2019re conducting one-on-one interviews over the phone, you can save yourself a lot of time and energy by <\/span><a href=\"https:\/\/www.ringcentral.com\/office\/features\/call-recording\/overview.html\"><span style=\"font-weight: 400;\">recording the conversation<\/span><\/a><span style=\"font-weight: 400;\"> (with your customer\u2019s consent, of course).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are tools that can make this easier too\u2014you might find one or two in your marketing stack. For example, you could use <\/span><a href=\"https:\/\/www.ringcentral.com\/ringex\/ai-assistant.html\"><span style=\"font-weight: 400;\">RingSense AI<\/span><\/a><span style=\"font-weight: 400;\"> for automatic note taking, summarizing, and transcribing.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">8. Don\u2019t forget the call to action (CTA)<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Your prospect is excited because your case study has done an excellent job of showing how your product or service can help drive results for customers. Now, how do they get in touch with you to learn more?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether it\u2019s a button that links to your website, an email address, or a phone number, make sure there\u2019s an easy way of getting in touch with you in the case study. <\/span><a name=\"5 real-life case study examples\"><\/a><\/p>\n<h2 id=\"5-real-life\" class=\"heading h2\"><span style=\"font-weight: 400;\">7 Examples of great case studies from real-life companies<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">So, that\u2019s the theory covered, but what do great case studies look like in practice? We\u2019ve included a few elements from RingCentral customer stories as examples above, but let\u2019s dig a little deeper into two more of our case studies:<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">RingCentral:<\/span><a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/ryder-systems.html\"> <span style=\"font-weight: 400;\">How Ryder made significant savings with cloud communications<\/span><\/a><\/h3>\n<p><span style=\"font-weight: 400;\">This case study is about Ryder Systems, a Fortune 500 transportation company who modernized their IT communications infrastructure with RingCentral.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We start off with a subheading that sums up the story, plus the key stats at a glance. There\u2019s another stats panel farther down the page to help break up the wall of text. Pull quotes also achieve this, but that\u2019s not the only reason why we like to use quotes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When the quote comes directly from a senior manager at the company we\u2019ve helped, they\u2019re telling an important part of the story in their own words. In this case, <\/span><span style=\"font-weight: 400;\">there\u2019s a reference to the amount of money Ryder has saved with RingCentral, and a mention of the platform\u2019s all-in-one cloud capabilities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The content introduces Ryder and makes it clear that they are a big name in transportation (the single largest truck supplier in the US) and a noteworthy firm in general, as evidenced by membership of the Fortune 500 and Forbes\u2019 Most Admired Companies.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If a big player like this is happy to trust RingCentral with their business, that says a lot about our credentials too.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We mentioned earlier that customers are attracted to testimonials from companies similar to themselves. But RingCentral caters to businesses of all sizes\u2014so if SMBs are reading this case study, we think they\u2019ll see our association with a large company as \u201csocial proof\u201d and a sign of our trustworthiness across the board.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The story goes on to explore Ryder\u2019s pain points and how RingCentral solved them, inspiring other companies with similar problems to take action (i.e. to replace legacy systems that are slow and expensive). For further encouragement, it details how Ryder were so happy with the initial success that they also went on to implement RingCentral\u2019s contact center solution.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-57314\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2024\/06\/image17.png\" alt=\"A screenshot from the RingCentral\/Ryder Systems case study\" width=\"1346\" height=\"697\" \/><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">RingCentral:<\/span><a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/dispute-nation.html\"> <span style=\"font-weight: 400;\">Helping Dispute Nation to change lives<\/span><\/a><\/h3>\n<p><span style=\"font-weight: 400;\">Just to illustrate our point about RingCentral serving all sizes of business, here\u2019s a case study for a much smaller company\u2014consumer advocacy organization Dispute Nation, which has 10 employees.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Again, the story begins with stats and a pull quote from a company representative. In keeping with Dispute Nation\u2019s values, it focuses less on the financial savings or efficiency brought by RingCentral tools but on how our solution helps this company to help others.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Drawing empathy from other startups and fast-growing small businesses, we mention how demand for the company\u2019s services grew very quickly. This makes it obvious why they needed a unified communications system to reach all their clients by phone, SMS, and fax.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The case study highlights how digital fax in particular helps Dispute Nation to get client cases resolved sooner. Another pull quote mentions some of the other benefits of RingCentral, like automation and integrations with other tools.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are nods to mobility and flexibility, plus security and data privacy which will resonate with other highly-regulated industries.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The tale finishes strongly with the company founder\u2019s assertion that \u201cRingCentral is helping Dispute Nation improve more lives\u201d. Readers who\u2019ve been inspired to learn more can easily navigate from this page to explore products, resources, and get in touch.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-57315\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2024\/06\/image16.png\" alt=\" A screenshot from the RingCentral\/Dispute Nation case study\" width=\"1323\" height=\"704\" \/><\/p>\n<p><span style=\"font-weight: 400;\">RingCentral is far from the only company to have recognized the importance of this kind of content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some more real-life case studies from other businesses you might just recognize:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">RingCentral iswe\u2019re far from the only company to have recognized the importance of this kind of content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some more real-life case studies from other businesses you might just recognize:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Mailchimp: <\/span><a href=\"https:\/\/mailchimp.com\/resources\/grow-your-brand-with-postcards\/\"><span style=\"font-weight: 400;\">Make a connection in real life with postcards<\/span><\/a><\/h3>\n<p><span style=\"font-weight: 400;\">What we like about it: The title doesn\u2019t give everything away all at once, and the case study tells a story with a beginning, middle, and end. The sections are clearly titled and organized, and the results are easy to find. As a bonus: the video adds a believable human element.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-2097 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image12-7.png\" alt=\"A screenshot from Mailchimp\u2019s case study of their relationship with Onward Reserve\" width=\"695\" height=\"382\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">LinkedIn: <\/span><a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/case-studies\/how-adobe-achieves-alignment-and-abm-success-with-linkedin\"><span style=\"font-weight: 400;\">How Adobe achieves alignment and ABM success with LinkedIn<\/span><\/a><\/h3>\n<p><span style=\"font-weight: 400;\">What we like about it: It\u2019s detailed without being a novella. It understands and speaks to the enterprise customer. The key points are in bullet format and easy to read. The important wins are highlighted. And the video makes the content easy to engage with. <\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-2098 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image10-4.png\" alt=\"A screenshot from the LinkedIn\/Adobe case study\" width=\"695\" height=\"382\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">Hootsuite: <\/span><a href=\"https:\/\/hootsuite.com\/pages\/case-study-melia-hotels\"><span style=\"font-weight: 400;\">How Meli\u00e1 became one of the most influential hotel chains on social media<\/span><\/a><\/h3>\n<p><span style=\"font-weight: 400;\">What we like about it: The title makes you want to read the whole customer story. They\u2019ve embedded a well-produced video high on the page, so you can choose to watch it before you read on. The design and layout of the page makes the content and images easy to consume, and the results can\u2019t be missed. Also, they weren\u2019t shy about adding CTAs. <\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-2099 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image9-6.png\" alt=\"a screenshot from Hootsuite\u2019s case study about Melia\" width=\"500\" height=\"400\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">Slack: <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=B6zVzWU95Sw\"><span style=\"font-weight: 400;\">So yeah, we tried Slack<\/span><\/a><\/h3>\n<p><span style=\"font-weight: 400;\">What we like about it: This case study follows the tried and true format of customer, problem, solution, and results. It uses humor and relatable characters throughout to support the story and keep your attention. And it\u2019s only two minutes long so it gets the point across quickly. <\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-2100 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image13-6.png\" alt=\"A screenshot from Slack\u2019s engaging case study video\" width=\"695\" height=\"357\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">Assetworks: <\/span><a href=\"https:\/\/www.contentree.com\/caseStudy\/south-carolina-school-boards-insurance-trust_150839\"><span style=\"font-weight: 400;\">South Carolina School Board Insurance Trust<\/span><\/a><\/h3>\n<p><span style=\"font-weight: 400;\">What we like about it: This case study tackles the otherwise complex and technical topic, and simplifies it as an infographic using images to make the results clear. It\u2019s concise and easy to follow because you can see the math without actually doing any math. <\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-2101 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image4-13.png\" alt=\"An example of the infographic format used by Assetworks in their case study\" width=\"629\" height=\"366\" \/><\/p>\n<h2 id=\"3-case-study\" class=\"heading h2\"><span style=\"font-weight: 400;\">8 Case study templates to get you started<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Starting from scratch can be time-consuming. To help you, we\u2019ve drawn together a few templates:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">The generic one<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Generic doesn\u2019t mean boring! <\/span><a href=\"https:\/\/www.canva.com\/templates\/s\/case-study\/\"><span style=\"font-weight: 400;\">Canva\u2019s templates<\/span><\/a><span style=\"font-weight: 400;\"> are great if you need something concise and simple that still looks <\/span><span style=\"font-weight: 400;\">professional<\/span><span style=\"font-weight: 400;\">. A free account will give you access to several well-designed templates, including <\/span><a href=\"https:\/\/www.canva.com\/p\/templates\/EAEzNa_vY_c-modern-minimalist-case-study\/\"><span style=\"font-weight: 400;\">this one<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<figure id=\"attachment_56629\" aria-describedby=\"caption-attachment-56629\" style=\"width: 1131px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-56629\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/02\/image3.jpg\" alt=\"A screenshot of a case study template from Canva\" width=\"1131\" height=\"1600\" \/><figcaption id=\"caption-attachment-56629\" class=\"wp-caption-text\">The layout is provided for you, so it\u2019s quick and easy to customize with your branding and content. Don\u2019t be afraid to use this as a foundation, then add in visual elements like infographics and videos.<\/figcaption><\/figure>\n<h3><span style=\"font-weight: 400;\">The data-driven one<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If your key messages revolve around numbers, start with a template structure that lets you highlight these. <\/span><span style=\"font-weight: 400;\">HubSpot<\/span><span style=\"font-weight: 400;\"> has a <\/span><a href=\"https:\/\/offers.hubspot.com\/case-study-templates\"><span style=\"font-weight: 400;\">data-focused template<\/span><\/a><span style=\"font-weight: 400;\"> where you can pack in graphs, charts, and other visuals to drive your message home:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-56633\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/02\/image7.jpg\" alt=\"A screenshot from HubSpot\u2019s data-driven case study template\" width=\"930\" height=\"1256\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">The industry-specific one<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Not every template suits every company. Visme offers <\/span><a href=\"https:\/\/www.visme.co\/templates\/case-studies\/\"><span style=\"font-weight: 400;\">different templates<\/span><\/a><span style=\"font-weight: 400;\"> created for different industries, including real estate, financial services, and healthcare.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-56630\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/02\/image4.jpg\" alt=\"An example of one of Visme\u2019s case study templates\" width=\"816\" height=\"1056\" \/><br \/>\n<span style=\"font-weight: 400;\">If you\u2019re building up a portfolio of case studies to incorporate on your website, this is a great option. You can download high-quality versions to use as a lead magnet or embed it onto your website for free.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">The problem-solution-impact one<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">This format takes a graphical rather than narrative approach, which helps readers to visualize the events and looks colorful and appealing on the page.<\/span><a href=\"https:\/\/www.smartsheet.com\/content\/case-study-templates\"> <span style=\"font-weight: 400;\">The template<\/span><\/a><span style=\"font-weight: 400;\"> is available as a free download from Smartsheet:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-57316\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2024\/06\/image11-1.png\" alt=\"Screenshot of a problem-solution-impact template from Smartsheet\" width=\"1094\" height=\"722\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The idea of this is to present the story in a logical and sequential way. It starts with the challenge faced by the subject of the case study, looks at the solution your company provided, and shows what the outcome was.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, you could choose to combine this with other elements like text content, stats, and quotes\u2014making the \u201cproblem-solution-impact\u201d graphic the main focus of the case study.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">The product-specific one<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You can choose to focus your case study on a particular product, highlighting key features and the\u00a0 practical applications in the real world.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It leans into the experience that the customer has had with the product\u2014i.e., what it feels like to use it\u2014and the specific benefits. This one is a good choice if the customer hasn\u2019t been using the product for very long, and you haven\u2019t yet gathered a lot of metrics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">HubSpot has a<\/span><a href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/33282\/the-ultimate-guide-to-creating-compelling-case-studies.aspx#case-study-templates\"> <span style=\"font-weight: 400;\">template for this purpose<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-57317\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2024\/06\/image18.png\" alt=\"Screenshot of a product-specific template from HubSpot\" width=\"595\" height=\"810\" \/><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">The in-depth report one<br \/>\n<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Using the style of an in-depth report can be useful when you\u2019ve worked with the customer on a complex project and you need to include a lot of detail.<\/span><a href=\"https:\/\/www.smartsheet.com\/content\/case-study-templates\"><span style=\"font-weight: 400;\">\u00a0<\/span><\/a><\/p>\n<p><a href=\"https:\/\/www.smartsheet.com\/content\/case-study-templates\"><span style=\"font-weight: 400;\">This template<\/span><\/a><span style=\"font-weight: 400;\">\u2014another free one from Smartsheet\u2014includes elements like decision criteria, data analysis, and the implementation plan:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-57318\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2024\/06\/image1-2.png\" alt=\"Screenshot of an in-depth report template from Smartsheet\" width=\"1017\" height=\"663\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Just be careful with this one as you don\u2019t want readers to be put off by a lot of text. Make sure the style is conversational and engaging, not dry and formal.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">The employee story one<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Okay, stick with us here\u2014this one\u2019s a little different. As well as asking customers to tell their stories, how about getting employees to share what it\u2019s like to work for your company, or their experience of working on a particular project?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Employee stories or testimonials are often used for recruitment purposes, but they\u2019re also a valuable form of marketing for potential customers. That\u2019s because happy, engaged employees represent a company that cares about its people, which all helps you to build trust.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This<\/span><a href=\"https:\/\/www.linkedin.com\/posts\/vanguard_melanie-a-financial-analyst-at-vanguard-activity-6570296215135670274-JHbW\"> <span style=\"font-weight: 400;\">example from Vanguard<\/span><\/a><span style=\"font-weight: 400;\"> isn\u2019t a template as such, but you can use it to inspire your own version. (It doesn\u2019t have to be a video\u2014you could still use a written narrative with direct quotes, photos, and stats on employee satisfaction.)<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-57319\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2024\/06\/image5.png\" alt=\"Employee story video from Vanguard\u2019s LinkedIn\" width=\"850\" height=\"712\" \/><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">BONUS TEMPLATE: Form for customers participating in case studies<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Earlier in this post, we briefly covered some of the questions you\u2019ll need to ask your customers when putting together case studies. But it\u2019s always helpful to have a visual guide, so we\u2019re including this<\/span><a href=\"https:\/\/www.vitally.io\/blueprints\/customer-case-study-doc-template\"> <span style=\"font-weight: 400;\">template from Vitally<\/span><\/a><span style=\"font-weight: 400;\">, which provides a framework for collaborating with customers and collecting the relevant data.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can adapt this to your own needs by adding further questions.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-57320\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2024\/06\/image8.png\" alt=\" Screenshot of form template from Vitally\" width=\"733\" height=\"1218\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">The final word on how to write a case study\u2026<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Sure, an ad or boosted social media post can make someone aware of your brand or that your product exists, and a landing page can tell them how your product can solve their problem.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But there\u2019s nothing quite as powerful as someone else singing your praises.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And that\u2019s exactly what a case study does. Spend the time to do it right and it has the potential to deliver huge ROI no matter how big or small your company is. And not just once\u2014but over and over again.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It would be great if we could wave a magic wand to convince prospects to buy your product or service\u2026 But we can\u2019t. So, a case study is your next best option.\u00a0 They\u2019re a powerful sales and marketing tool for those prospects that are sitting on the fence. The problem is, they\u2019re often dry, bland, &#8230;<\/p>\n","protected":false},"author":1046,"featured_media":56621,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901],"tags":[9373,17944,8547,17945],"class_list":["post-40857","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","tag-case-study","tag-case-study-tips","tag-customer-story","tag-how-to-write-a-case-study"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Write a Case Study with Examples &amp; Templates<\/title>\n<meta name=\"description\" content=\"Ditch boring B2B templates! Master the art of compelling case studies with our step-by-step guide. 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