Creating compelling case studies that drive leads

The problem: Company’s existing case studies were cookie-cutter.
A provider of cloud-collaboration software had built a large library of quick-read case studies. However, the case studies didn’t tell memorable stories and were interchangeable.

The solution: I created in-depth, magazine-style case studies that made the client the hero (not the product).
I set out to create case studies that read like articles in trade publications – and that would serve as a resume showpiece for the featured customer.

The results: The Sales team loved the new format and shared the case studies extensively with prospects.
The first case study in the new format received more than 800 downloads in its first eight months.

The details: Here’s how I transformed the company’s approach to case studies.
I conducted one-hour interviews with customers, wrote the case studies, managed approvals, handed final copy off to the designer and then promoted the case studies internally and externally.

The changes I implemented included:

  • writing in-depth profiles (2,000-2,500 words) that emphasized how the featured customer solved its business challenges.
  • using callouts, sidebars and captions to highlight key points and make the document easy to scan for people giving it a quick glance.
  • optimizing the case study for onscreen reading by using a landscape PDF format that shows an entire page without requiring any scrolling.
  • promoting new case studies to Sales and to existing customers.

Click the images below to read the case studies.

Read case study

Read case study

How did Sales react? Here are comments and kudos from company employees about the new approach.
Case-study kudos

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