28 Case Study Examples Every Marketer Should See

30+ Compelling Case Study Examples to Inspire Your Own (2023)

Case studies are one of the most powerful weapons in a marketer‘s arsenal. By providing real-world examples of how your product or service has been successfully implemented by satisfied customers, case studies can help new customers feel more confident in your brand, demonstrate your value, and close more sales.

In fact, a 2021 Content Marketing Institute report found that 69% of B2B marketers use case studies as part of their marketing mix. And according to Social Fresh, customer testimonials and case studies are considered the most effective content marketing tactics by 89% and 88% of marketers respectively.

But not all case studies are created equal. In order to truly leverage the power of social proof through case studies, you need to create them strategically, to tell a compelling story that resonates with your target audience.

To help inspire you, let‘s take a look at over 30 exceptional case study examples from companies across all different industries and explore what makes them so persuasive. We‘ll cover best practices for creating powerful case studies of your own, look at different case study formats, and provide helpful templates and resources you can use to get started.

What is a case study?

First off, let‘s clarify what we mean by a "case study." A case study is basically a success story that highlights how your product or service solved a real problem for a satisfied customer. It usually takes the form of a 800-2000 word article that includes things like:

  • A summary of the customer‘s challenge and goals
  • The process and solution provided by your company
  • Key results and benefits experienced by the customer
  • Engaging elements like photos, videos, and quotes to bring the story to life

The purpose is to educate potential buyers on how they can achieve similar positive outcomes by choosing to work with you. You‘re essentially making the case for why your solution is the ideal choice, by showing its real-world impact.

Here are a few fascinating statistics that demonstrate the impact case studies can have:

  • B2B marketers who use case studies see 73% higher conversion rates compared to those who don‘t. (Content Marketing Institute)
  • Including a case study on your website can increase conversions by 20-50%. (Bidsketch)
  • 63% of marketers believe case studies are an effective tactic for building credibility and trust with prospects. (Curata)
  • 78% of buyers seek out case studies when researching purchase decisions. (Demand Gen Report)

As you can see, case studies hold a lot of sway with buyers. Now let‘s look at some real-world examples for inspiration on creating your own.

30+ case study examples to learn from

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

What‘s great about it:

  • Puts the spotlight on the customer first and makes them the hero
  • Weaves in compelling data points that quantify the impact
  • Uses mixed media like video to engage the reader
  • Includes a clear mention and link to the product used (HubSpot‘s CRM)
  1. "Rovio: How Rovio Grew Into a Gaming Superpower," by App Annie

What‘s great about it:

  • Opens with a powerful quote from the client that captures the value proposition
  • Closes with another strong client quote to bookend the piece
  • Highlights the specific product used (App Annie Intelligence) right at the top
  • Ends with a clear CTA to book a demo
  1. "The Whole Package," by IDEO

What‘s great about it:

  • Uses a simple and conversational headline that still conveys the key outcome
  • Breaks up the story into clear challenge, impact and progress sections
  • Incorporates photos and engaging visuals to complement the copy
  • Keeps paragraphs short and easy to scan
  1. "Rozum Robotics intensifies its PR game with Awario," by Awario

What‘s great about it:

  • Kicks off with a quick summary that encapsulates the key points
  • Incorporates a clickable table of contents to enhance navigation
  • Closes with a bulleted list of concrete results experienced by the client
  • Maintains an informal yet informative tone
  1. "Biobot Customer Success Story: Rollins College, Winter Park, Florida," by Biobot

What‘s great about it:

  • Structures the piece like a narrative news article
  • Provides extensive detail and context around the customer‘s challenge
  • Mentions the COVID-19 pandemic to demonstrate relevance
  • Uses clear headings and callouts to make the content easily digestible
  1. "Ensuring quality of service during a pandemic," by Ericsson

What‘s great about it:

  • Leverages diverse media like photos, graphs, videos and quotes to engage the reader
  • Weaves in relevant links to related product/service pages throughout
  • Closes with a clear CTA to explore more information
  • Strikes a journalistic and educational tone that puts the customer first
  1. "The Met," by Fantasy

What‘s great about it:

  • Leads with a powerful and eye-catching headline image
  • Allows the visuals to do much of the talking
  • Keeps the copy concise and minimal to avoid overwhelming the reader
  • Ends with a bold results section that quantifies the impact
  1. "Copernicus Land Monitoring – CLC+ Core," by Cloudflight

What‘s great about it:

  • Doesn‘t shy away from covering technical details and specs
  • Incorporates a contact snapshot for the assigned sales rep at the bottom
  • Focuses heavily on the client‘s unique needs and goals
  • Uses white space and simple formatting to enhance readability
  1. "Valvoline Increases Coupon Send Rate by 76% with Textel‘s MMS Picture Texting," by Textel

What‘s great about it:

  • Immediately mentions the key result directly in the headline
  • Includes a helpful "at a glance" sidebar to provide a quick summary
  • Visually highlights key quotes and stats in a different color
  • Makes effective use of white space and keeps the design clean
  1. "Capital One on AWS," by Amazon

What‘s great about it:

  • Creates an ongoing series of case studies focused on a single client
  • Uses both internal and external content to round out the story
  • Demonstrates the long-term impact and continued partnership
  • Keeps each "chapter" of the series focused and digestible

Key best practices for writing compelling case studies

Based on these examples and industry knowledge, here are some best practices to follow when crafting your own powerful case studies:

  • Focus on telling an authentic story, not just rattling off facts. Use engaging elements like quotes, photos, videos.

  • Structure it with a clear beginning, middle and end. Set up the challenge, describe the solution, and share the results.

  • Make the client the hero of the story. Use their voice and perspective as much as possible.

  • Include real numbers and data points to illustrate the concrete impact your solution provided.

  • Keep the content concise and bite-sized. Use short paragraphs, bullet points, headings, and visuals to break it up.

  • Put the most important information up front. Share the key results in the headline or executive summary.

  • Include a clear CTA and links to additional relevant content so readers know what to do next.

  • Consider creating a series of case studies focused on a single client to demonstrate an ongoing relationship.

  • Experiment with different styles and formats to see what resonates best with your audience.

Illuminating case study formats and styles to consider

There is no one-size-fits-all template for a case study – the format and style you choose will depend on factors like your industry, audience, and resources. Here are a few different formats to consider:

  • The classic written case study: An 800-2000 word article formatted with elements like headings, images, quotes, and data points. This is the most common type.

  • The case study video: A 2-5 minute video featuring the client telling their story, intercut with footage of the product/service and explanatory animations.

  • The case study infographic: A long-form visual design that uses engaging data visualizations, icons, and short text blurbs to illustrate the key points of the story.

  • The case study slide deck: A 10-20 slide presentation that sales reps can walk prospects through, combining visuals and text.

  • The live case study webinar: A webinar featuring a real client sharing their story and results, with live Q&A from the audience.

You can also play with different stylistic approaches, such as using a journalistic news article format, a casual conversational Q&A, or an interactive scrolling design. Don‘t be afraid to get creative!

How to use case studies in your marketing and sales efforts

Once you‘ve created your case studies, it‘s time to put them to work as part of your marketing and sales strategy. Here are a few key ways to use them:

  • Feature case studies prominently on your website, especially on your homepage and product/service pages.

  • Include links to relevant case studies in your lead nurturing emails and email newsletters.

  • Share snippets and quotes from case studies on your social media channels and in social ads.

  • Equip your sales team with case studies to share with prospects throughout the sales process.

  • Gate your case studies behind a lead capture form to generate leads and get contact info from interested prospects.

  • Submit your case studies to industry awards and recognition programs to build credibility.

  • Incorporate case studies into your paid ad campaigns as part of your social proof.

Best of all, once you create a solid case study, you can get a lot of mileage out of it over a long period of time. It‘s the gift that keeps on giving!

Boost conversions with case studies

There you have it – over 30 inspiring case study examples and best practices to help you create your own powerful success stories. To recap, case studies are so effective as a marketing asset because they:

  • Provide social proof and build trust with real customer stories
  • Educate prospects on how your solution works and the outcomes it provides
  • Demonstrate the value of your offering with concrete examples
  • Generate leads when gated behind a lead capture form
  • Move prospects through the sales funnel by overcoming objections
  • Improve SEO by creating opportunities to rank for relevant keywords

If you want to boost conversions, establish credibility, and ultimately drive more sales, case studies should be a central part of your content marketing strategy. Follow these examples and best practices and start putting the power of case studies to work for your business today.

Looking for more help getting started? Check out these helpful case study templates and resources:

  • [link to template 1]
  • [link to template 2]
  • [link to resource 1]
  • [link to resource 2]

Happy case study creating!