100+ Case Study Examples for Sales and Marketing

Browse through a wide range of Case Study templates from various industries

August 12.2022  13 minutes


Imagine you come home after a long, tiring week of work, and you decide to satiate your taste buds by ordering a delicious, exotic dish. What would be your further course of action? Let us guess - you pull out your phone, log in to your favourite on-demand food delivery platform, search for the dish you're looking for, and hit the order button. Oh, wait! We missed out a crucial action that most of us perform while ordering a palate from a new food outlet – Rating & reviews!  


The first instinct that each one of us has when we subscribe to a new product or service is to get validation or proof from others.


In this post, we talk about one such crucial marketing collateral that provides proof to your prospects – Case Studies.


What is a Case Study?


Case studies are an indispensable tool for providing proof of quality and utility. They help demonstrate exactly what you have done to help other customers or clients attain their goals. They're sure to draw potential clients because they establish the factor of faith in the ability of your products or services.


To some, case studies may seem dull and boring, but it remains an integral part of a content marketing strategy for almost every B2B company. A content marketing report states that 70% of B2B marketers believe case studies are an effective tool for the content marketing mix.


How long should your case study be? 


If you type this query into the Google search bar, the answer that pops up on your screen is 500 to 1500 words. Although this is fairly ideal, it is important to note that there is no hard and fast rule for the word limit of a case study. Like everything else in Marketing, the answer is - it depends. 


Depends on various factors like the industry you’re writing the case study for, the narrative you’re building, the audience you’ll cater to and the like. 


Case studies are primarily built to generate an in-depth understanding of why exactly prospects should choose your product. In today’s world, where all content consumers have an attention span of roughly 7 seconds (if not lesser) - getting them to read a case study that’s nothing less than 500 words requires skill, to say the least. 


The length of a case study depends on the following factors :


Target audience


Identifying the target audience for your case study is the first and foremost step of the writing process. Who will be reading this case study and how do you tailor it to fit their flow of reading? It’s no big secret that everyone’s attention span varies. (We hear you. Do people even have an attention span these days?) 


Thanks to the myriad of visual content available in abundance, going through a 50-word post, let alone a 500-word case study, might be an arduous task for most people. However, this massively depends on the target audience and the industry your client belongs to. 


Case studies provide deep insight into your product/service and give potential customers one, if not more, solid reasons to get onboard. 


Formulating your case study based on these parameters will result in the best outcomes. 


For example, if your product caters directly to the general public (B2C), then your case studies have to be short, precise and to the point. It has to provide just the right amount of information to put forth about your company, the services you offer, its features and benefits. Hence, these case studies can be anywhere between 100-300 words. 


On the other hand, formulating a case study for a B2B audience will require more detailed insights, examples, solution-oriented steps, and overall contain highly compelling research. This is solely because the individuals reading our case studies will be established business professionals looking to invest a good amount in your product. These case studies can extend up to 1500 words



Purpose of the case study 


The second factor/question to keep in mind is, “Why are we writing this case study?”. Here we cannot help but think of the famous quote - “You can’t understand someone until you’ve walked a mile in their shoes.” 


It’s safe to say that this quote is applicable to almost every situation in life. Especially while selling a product. Or, attempting to do so. In this stage, you need to take into consideration 3 very important factors :  


At which point of the sales process are we sending out this case study?


For starters, case study content changes according to the various points of the sales process it is being sent out during. The content required for a case study at the beginning of the sales process differs from the content required for a case study when the deal is about to be closed. 


Case studies sent out at the beginning of the sales process focus on the following :



Hence, these case studies can range anywhere from 300-500 words.


Case studies sent out at the end of the sales process focus on the following :


  • Presenting a precise problem faced by a client
  • Presenting how your company provided a solution for the same 
  • The process
  • Use-case specific insights


Hence, the sky’s the (word) limit with these case studies. The length that narrates to your prospect that your company is the best solution is the length you stop at. 


What do we want our readers to take away from this case study?


The length of your case study also majorly depends on the point you want to put forth in your case study. Are you trying to simply establish brand identity? Are you talking about a new campaign run by your company? Or is it a case study showcasing the work you did for a specific client? 



Creative of Three Questions To Keep In Mind Before Writing A Case Study



What medium are we sending the case study via? 


The medium through which your case study is being sent is a key point while determining the length of your case study. 


Let us throw in a quick example here. We are in the midst of our relentless online shopping phase and our package has finally arrived. Obviously, we can’t wait to go through the contents of the package (Because which order even is this?) - Doesn’t it make the unpacking process much easier when the packaging is precise and easy to open? Who wants loads of duct tape and clunky wrapping? It instantly puts us off, and we might even decide to open it later.  Similarly, the medium via which you send your case study and the presentation of it matters a lot. 


Here are some of the methods through which you can send your case study :


  • A good ol’ fashioned e-mail


“I’ll send across an email” is a phrase most of us have probably used more than our names. And, that’s fine. 


Sending your case studies and other documents through email has unmistakably been the go-to method for the longest time. Even so, sending your documents and case studies via email have its pros and cons. 


If you include a number of attachments, your prospects might have a hard time going back and forth between the document and email to open it up. The best option, in this case, is to include a single case study and make it crisp & concise in order to avoid shuffling between tabs. So, we’d say a single case study, about 500 words. 


  • A personalized storyboard


Personalized. Pretty. Extremely easy to go through. Nothing against emails, but imagine sending your case studies in a personalized collection that is exclusive to your reader, gives them a binge-worthy experience with your case studies, enables them to pick up exactly where they left off and much more. 


With a presentation like this, we’re sure the length of your case study isn’t going to stop readers from going through the contents of your case study.


Types of Case Studies


Case studies can be broadly classified into the following categories:


1. Third-Person Case Studies

An external agency primarily publishes this type of case study. This external research & consulting firm validates the solution provided by your company to your customers and publishes the same on its website.


2. Explanatory Case Studies

Explanatory case studies are primarily descriptive studies. They typically use one or two instances of a phenomenon or event to show the existing solution. Explanatory case studies primarily exist to familiarize the unfamiliar situation to prospects and give them a brief overview of the subject.


3. Instrumental Case Study

To gain insight into a phenomenon, an instrumental case study is deployed. The focus of this type of case study is not on the results but on the phenomenon. It tries to make the prospects discern the relationship between the phenomenon and its solution.


4. Implementation Case Study

This is perhaps the most important type of case study for a content marketer. It encompasses how your business went about executing the solution of a customer's challenge.


Case studies are the best example of marketing collateral used during the consideration stage and are used to showcase the success stories of your company. They can be written as single-page or multi-page documents.


Steps to writing a case study solution


Crafting the headline


Headlines are the hellos in the world of writing. Just as a simple hello can help gain surface-level insight into a person, a headline establishes just that about a piece of written content. 


The first step to drafting a case study is also to pick a suitable headline. 


The headline of a case study has to include the following elements :


  • The name of the company
  • The use case
  • The results
  • Quantitative data (all about the numbers)


Let’s go with a fictional take on this - 


Let’s say you have a company, “Mattleberg Associates."


Mattleberg Associates offer consultative tools and guidance to understand, buy and adopt marketing technology tools for an enterprise. If Mattleberg Associates is to write a case study on how their product benefited a client of theirs, Acme Corporation, and upped their sales turnover by 70%


This is how the case study should ideally be titled : 


Acme Corp’s Sales Turnover Increased by 70% - Meet the Mattleberg MarTech Tool that made it possible. 


By glancing at this case study title, the reader gets an insight into the company (Mattleberg), the client (Acme Corp), the use case (Increasing sales turnover), the industry (Sales and Marketing) and the outcome (A 70% increase). 



Highlighting the challenge/situation 



In this part of the case study, the problem is made aware to the reader. This is where we let the reader know that “Hey, there was a grave situation taking place, and this is how it played out.”. 


In this part, you have to mention : 


  • The challenge that was present
  • The root cause of the problem 
  • Statistics about the same 


Arriving at the solution


This part of your case study has to be your company’s stellar introduction.




In this part of the case study, you will include :


  • How the client arrived at your company 
  • The process of how the client fixed on your company (yay!)
  • The executives involved in the process 


Behold! The results


Quantitative results 


This indicates the end of the case study. This is the part you indicate that Happily Ever After was made possible. Here is where you include all of the magical numbers that were a result of your company’s product/service, the remarkable results of the process and the outcome. 


Qualitative results


Remember when Spotify allowed 6500 of their employees to work from anywhere in the world? 


Now, fast forward to a year later; Spotify has released a statement saying their turnover rate dropped and they’re doing great! 


Here’s another example of how a qualitative result approach can be included in your case studies. This is the tie between quantitative and qualitative results. They go hand in hand. 


Tying this back to the topic, while writing a case study and mentioning the end results, it is important to also mention how the process eased the lives of the team, resulting in joy in the workplace and so on. This, in return, can directly result in quantitative results. :)


Best Practices to implement while writing a Case Study


More often than not, content marketers find it a herculean task to create a case study that is intriguing for their prospects. Here are 5 easy tips to make your case studies less boring, and more engaging.


1. Incorporate visuals in your case study


Multimedia can make your case studies more engaging and provide you with a means to connect with auditory and visual learners. Here are two ways in which you can incorporate multimedia in your case study:

  • Include pictures, charts, and infographics to interpret a story out of the content-heavy data.
  • Incorporate videos in your case studies and use them throughout your integrated marketing communication.


2. Prioritize firsthand knowledge over second-hand evidence


Case studies are stories. And stories can be narrated aptly only when you get real firsthand insights from the customer. Hence, to write a good case study, all you need is an excellent customer interview. Refrain from writing case studies based on resources such as testimonial quotes, videos, email, and so on.


It will only make your case studies time-consuming and difficult (or dare we say boring?).


3. Use slide-in call-to-action in lieu of pop-ups


Huge pop-ups can be annoying to the readers. Hence, marketers should try to use slide-in call-to-action that does the same job without distracting your prospects.


4. Don't be keen on listing the problem statement/challenge


Get into the shoes of your prospects while writing the challenge section. Most businesses often commit the mistake of writing the problem of a case study that caters to a narrow audience. To effectively hook a broader target audience, you should address the problem by considering the perspective of different prospects and write a detailed and compelling challenge. Your case study's first sentence should always address a broad business issue, and provide the reader with context.


5. Improve the tone of the customer quotes


Being a case study writer, you should not be transfixed on strictly reproducing all the customer quotes as it is - that is what a reporter does. As a case study writer, you should embellish the customer quotes in a way that makes their point effective. However, the altered quote should not drift away from the actual customer quote and should live up to the spirit of the customer's statement.



Examples of Case Studies


Here is a list of the finest examples of case studies across each sector with our commentary on a handpicked few to further ease your process of writing a case study.


To give you a holistic understanding of different types of case studies, we have collated the best templates from each industry.


  • Aviation and Defense 
  • Banking, Financial Services and Insurance (BFSI)
  • Energy & Utility
  • Healthcare and Life Sciences
  • Logistics
  • Manufacturing
  • Technology and Services
  • Telecommunications



Best Case Study Examples for Aviation, Aerospace & Defense Sector


Case Study-Aviation & Defense Sector


While there are over 10+ example case studies that have been handpicked for the Aviation, Aerospace and Defence sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.

1. Electromagnetic Solutions | Leonardo


Type of case study: Explanatory


Leonardo, first, defined their electromagnetic solutions and then furnished an explanatory case study to further enlighten their target audience to the solution they offer. They provided their prospects with a lucid explanation of the phenomenon with their solution in this case study.


2. Indira Gandhi International Airport | Collins Aerospace


Type of case study: Implementation


This case study is one of the best templates you will find in the aviation & defence sector. Two reasons make it exceptional. First, Collins has tailored the case study in a way that it can collaborate with direct marketing efforts. The case study is brief, yet gives a clear explanation of how it went about executing the solution. Also, the testimonial Collins took from Delhi International Airport Ltd., explained in a nutshell, the outstanding results they produced.



Best Case Study Examples for BFSI Sector


Case Study-BFSI Sector


While there are over 10+ example case studies that have been handpicked for the BFSI sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.


1. Implementing a Complete Target-Date Fund SolutionJPMorgan Chase


Type of case study: Explanatory


Writing a case study in the sector of financial services is tricky, to say the least. If you are looking to benchmark a case study, this should undoubtedly be the one. JPMorgan deep-dived to explain the needs of the client and listed out the top investment priorities. After that, the cast study introduced the unique solution offered to give their prospects a gist of the same. 


2. Global Inventory Management | Broadridge


Type of case study: Implementation


Broadridge created a stellar case study by incorporating a testimonial, visuals, and an elaborate solution together. The cast study went one step ahead by talking about how it will utilize this opportunity to build Broadridge's future solutions.



Best Case Study Examples for Energy & utilites Sector


Case Study-Energy & Utility Sector


While there are over 10+ example case studies that have been handpicked for the Energy & Utilities sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.


1. Creating Value through Technology and Innovation | Canadian Natural Resources Limited (CNRL)


Type of case study: Instrumental


This case study focuses more on the different technologies offered by CNRL. What makes this case study unique is that the brand has included various collaborations for each technology and clearly demarcated the status of each technique. The usage of visuals and quantifiable results is spot on!


2. City of Monterey Park | Engie


Type of case study: Implementation


Engie has produced a phenomenal template for a case study in the energy sector. Prospects could better relate to this kind of a case study because it includes multiple testimonials alongside the images of the solution which can serve as the best catalyst for prospects in the consideration stage of the buyer journey.



Best Case Study Examples for Healthcare & Life Sciences Sector


Case Study-Healthcare & Life Science Sector


While there are over 10+ example case studies that have been handpicked for the Healthcare and Life-sciences sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.


1. BD Vacutainer | Becton Dickinson and Company


Type of case study: Explanatory


BD did a fantastic job of quantifying its success in solid numbers. They have incorporated the same in their headline to make it a worthy read for a prospect. Furthermore, they included a separate "results" section which listed out the benefits and illustrated the same using a bar graph. These best practices help a prospect digest text-heavy content easily.


2. Helping Biopharma Companies Unravel the Many Facets of the Oncology Market | McKesson Corporation


Type of case study: Instrumental


This template is an excellent example of an instrumental case study in the healthcare sector. McKesson takes the onus on them to educate the healthcare industry on the oncology market. It provides vital insights into how the biopharma industry can leverage McKesson's resources and excel in oncology.



Best Case Study Examples for Logistics Sector


Case Study-Logistics Sector


While there are over 10+ example case studies that have been handpicked for the Logistics sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.


1. Inventory Optimization Case Study | Neovia Logistics


Type of case study: Third-Person


This case study serves as a great template of collaboration with other organizations to deliver a customized solution for your customer. Neovia Logistics and SAP Service Parts Planning worked in unison to provide a top-notch solution for inventory management. This template makes a brilliant usage of coloured theme and an engaging dashboard to display the results lucidly.


2. Building a better distribution model to accommodate rapid growth | FedEx Corporation


Type of case study: Explanatory


FedEx adopts a customer-centric approach in this case study and explains the challenges faced by the customer in detail. It elaborately explains how the problems of temperature-sensitive products of the clients were dealt with. This type of case study can prove to be very useful as a marketing communication for a client dealing in a similar sector.



Best Case Study Examples for Manufacturing Sector


Case Study-Manufacturing Sector


While there are over 10+ example case studies that have been handpicked for the Manufacturing sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.


1. Twilight River Cruises | Mitsubishi Electric


Type of case study: Implementation


The testimonial and the embedded hyperlinks (that redirects to their product range) make this case study stand apart from others. Mitsubishi Electric has ensured that the client furnishes a well-crafted testimonial that makes the prospects acquire faith in their prowess.


2. Danfoss' Digital Journey and Strategic Approach to MES | Siemens


Type of case study: Implementation


This is, by far, the best template we have discovered in the manufacturing sector. It ticks all the boxes for writing a stellar case study – slide-in CTAs (call-to-action), integration with social media, an excellent testimonial, captivating visuals, and a consistent theme. You do not want to miss this out!



Best Case Study Examples for Technology & Services Sector


Case Study-Technology & Services Sector


While there are over 10+ example case studies that have been handpicked for the Technology & Services sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.


1. FreshDesk - Case Study | Chargebee


Type of case study: Explanatory


The best thing about this case study is that Chargebee incorporated testimonials from different departments and individuals. The case study uses crisp headlines and explains the challenge in detail before jumping the gun to mention the results.


2. Aspire Systems Provides Data Integration Services | Aspire Systems


Type of case study: Instrumental


For a technical product/software, it is important to know where to use technical keywords and where to use plain, simple language. Aspire Systems did a fantastic job of creating different sections for a summary (in plain language) and a tech snapshot (where they mention the suite of data management products). It also included an image of the system architecture to educate their prospects on the process and solutions.



Best Case Study Examples for Telecommunications Sector


Case Study-Telecommunications


While there are over 10+ example case studies that have been handpicked for the Telecommunications sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.


1. Managed Network Services | Telkomtelstra


Type of case study: Explanatory


Incorporating video testimonials in the case study is one of the best practices to be followed to create a compelling case study; and, Telkomtelstra has done that precisely. The practice of integrating social media in your overall content marketing strategy never fails to fetch you brownie points!


2. Supporting the community with a mobilized workforce | Rogers Communications Inc.


Type of case study: Implementation


Rogers Communications has adopted the strategy of assigning a dedicated page for case studies. It has also integrated social media and slide-in CTAs buttons, in this case study, for enhanced engagement. A unique practice that Rogers embraced in this case study was to mention the details of the current services with that particular client. You may want to consider this strategy while writing your upcoming case study!



Strategies to leverage the power of Case Studies 


On the same lines, let us now deep-dive into how content marketers can leverage the power of case studies to their full potential. Mentioned below are some of the strategies you can use to incorporate case studies into your organization's overall integrated marketing communications strategy.


1. Highlight the case studies on a dedicated page


When B2B customers search online for your goods and services, they will search for your company's websites as well as your rivals' websites. So make sure the case studies on your website are easy to find. Refrain from categorizing them in the section of "downloads" or "resources" list, or hiding them so profoundly that visitors need to find them on your search facility.


Offer multiple paths that will lead them directly to the stories of customers that most interest them. Feature your homepage with a recent case study. Ask your webmaster to set up a display that will generate a different case study each time the visitor clicks on a new page or returns to a given page.


Be sure to provide a link where more case studies can be found by the visitor, in case the story does not match the interests of the visitor.


2. Include case studies in white papers


Do you have a case study showing how a client used your product or service to solve a widespread problem in the industry? If so, you have the building blocks for an effective white paper. Case studies and effective white papers share the same basic structure: challenge/solution.


You will need to develop the problem section further, examine previous solutions and why they are not working, and present your solution as part of a generic class.


However, once you have described your solution, you can introduce your particular product by means of an abbreviated version of your case study.


3. Include case studies in press releases


The company press releases are the perfect platform to share customer stories with prospects, customers, partners, and employees. The case studies in your prospect press releases allow you to highlight your solutions and the different verticals that you represent.


This helps to develop trust over time. In addition, case studies are great for keeping partners informed about how customers use your solutions. You'll support their sales efforts by providing customers with new ideas that they can present. You'll also keep them excited about your partnership, as well as about your products and services.


4. Collaborate your direct marketing efforts with case studies


Many of the most popular all-time direct mail promotions start with a story. Stories are enthralling. They promise entertainment and news. Of course, they gain our attention. Hence, a well-written case study for a newsletter or a direct mail campaign can be an excellent lead material.


Moreover, with a lead drawn from a recent case study, you'll not only get the attention of your prospects right away but also establish credibility with a real-world illustration of what your company has done for others already.


5. Consolidate your SEO strategy with case studies


Case studies can be among the best content types to attract attention from search engines. Phrases of keywords are the SEO currency. And if well-written, it is most likely that your case studies will include several instances of keywords and phrases relevant to the product or service they feature.


Make sure you incorporate the links and meta tags to boost the search engine rankings. Google attaches great importance to links, so be sure to link back to your case studies from press releases, blog posts, and discussion forums that refer to them. Encourage your clients to link your website to their success stories.


Even meta tags can improve your search rankings. Ensure that the title and description tags are used well by including your target keywords in them.


6. Collaborate your case studies with your social media marketing strategy


Social media provides a range of platforms to distribute case studies to your target audience. You can post a link to your latest case studies on Twitter, LinkedIn, and other platforms. Forums are another excellent platform way to promote your customer success.


Trade associations and LinkedIn Groups provide thousands of tightly focused discussions across the entire spectrum of interests in the industry. And most of these forums will let you post links, making it easy to reach specific audiences.


Case studies are vital building blocks for your brand’s social currency. With the right balance between data and a compelling narrative, case studies go a long way in positioning your brand as the ideal choice in the minds of your prospects.


So before you rule out this collateral as mundane and boring, ask yourself again - would you order from a restaurant that is not backed by good reviews and ratings?



Other interesting blogs that might help bolster your content marketing strategy:

100+ Best Examples of Press Release Templates

100+ Brochure Examples for Sales and Marketing

100+ Testimonial Examples for Sales and Marketing

The Best White Paper Examples for B2B Marketers

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