10 Best Case Study Examples for Marketers

Case studies give confidence to the ICP in their purchasing decisions. Shared as marketing collateral, the best case study examples carry strong social proof of how businesses or people have benefitted from a product.

The studies take a closer look at what works and how. They are especially useful for testing out the successes of SaaS products for their specialized nature. The ICP is not just reassured but also helped with a step-by-step solutions guide to boot.

Customer stories and a user reports-based b2b example of a case study get prospects to think – “If they can do it, why can’t I?”. This triggers a FOMO reaction, nudging prospects to move faster along the sales funnel.

It’s no coincidence that 73% of the most successful content marketers today use case studies. Further, nearly 50% of SaaS companies say case study in content marketing has improved their sales. (Forbes, Sept 2022)

Here’s what some marketers think are benchmarks for product case study examples to stand out:

Today, there are many ready-to-use DIY apps for creating strong content. You can sign up for a free account with most of them. Check out:

  • Figma and ClickUp for customer story and report templates.
  • Videopeel for video feedback sharing.
  • Flourish for interactive data visualization and more.

TBH, currently, there are way too many apps in the content creator’s toolkit. It can easily get overwhelming and lead to messy workflows. That’s why we find so many case studies ending up in the “white noise” of content marketing.

The result? Fancy graphics and meaningless fluff fill up the pages.
BUT marketers fail to tell the world what kind of problems their products have solved and how.

We will assess some content examples later in this article to see which features stand out in case studies for marketing use cases.

Contents

We have made videos for 150+ B2B & SaaS companies.

Explainer Video, Product Demo, Remote Video Testimonials, and more.

What Is a Case Study?

A case study in marketing is a narrative on how a product/service solved a real-world challenge for a customer. The study is backed by results, documentary assurances (like a customer video testimonial), and data.

Case studies are good for attracting new buyers. You can see how prospects are constantly interested in learning about various products. They find it doubly interesting when their queries are not addressed from a sales perspective.

Reason? Fact-based content like case studies seem less salesy and, thus, more authentic.

In many particularly good case study examples, storytelling formats are used to introduce a customer. From there, the customer starts narrating the product story, not the brand.

Here is what such a format can capture:

  • Introduction to the customer: He/she is a relatable profile for the ICP.
  • A brief rundown of the problems: Talks about the pain points set in real-life situations.
  • Various product touch points: Sheds light on the buyer journey. Beginning from the customer’s first encounter with the product to the consultation and, finally, the big buy.
  • The product as the solution: Elaborates how the product simplifies tasks, followed by the delivery of measurable results.
  • Resolution process: Breaks down a product’s resolution process into stages – this helps measure the buyer journey against a timeline.
  • Concrete outcomes: Many specific outcomes are listed in the conclusion.

Types of Case Study

A marketing strategy matures by developing a full-funnel scope. Meaning — it guides the buyer journey from the top to the bottom of the marketing funnel stages. It begins with Awareness then comes Interest, then Desire, and finally Action – covering the entire AIDA spectrum.

So, should case studies be part of your round-the-funnel toolkit?

We’ve noted a few style formats to help you understand.

1. Problem Solution

This one makes your customer the key individual on a hero’s journey. They face various challenges but overcome them and ultimately succeed with the help of your product.
It’s like your product is the wise guide, like Mr. Miyagi in ‘Karate Kid,’ helping them along the way.

We studied case study examples in the problem-solution format. They are custom-suited for prospects taking an interest. If they find a viable solution in your product, there is a good chance they will convert.

Format:

  • The customer is introduced to an adverse situation
  • The problem statement is delivered in the customer’s own words
  • A solution is explored through your offering
  • Measurable data is given to back claims of success
  • Impact statement (again, delivered in the client’s own words)
  • The best examples of case studies call for readers/viewers to experience similar success

Check out the Amazon customer story mentioned below of how Scenario used AWS Generative AI to produce 100,000 images daily.

It scaled their productivity within 2 months – and that’s a great story!

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2. Before/After

So, your product makes a difference. How about making that visible?

Before/after case studies rope in visual learners present across the funnel stages. Here’s what they do:

  • Product is vividly shown: Raises awareness level by several notches
  • Parks viewer interest: Prospects’ doubts are answered with FAQs and visuals indicating solid outcomes
  • Assures with market and social proof: Triggers conversions

Consider this Salesforce case study example.

It builds a story around Spotify coming to grips with personalized marketing at scale (propped by data silos). Soon, Salesforce’s Marketing Cloud transformed the scenario.

We know how to sell your story using your product UI

3. Success Story

People make emotional decisions (not necessarily all bad ones), even in business! Marketers are largely in the practice of using emotion to their selling advantage.
See below:

Many branding case study examples that we studied (of Gong, Ramp, Asana, Shopify, and more) use the format of a customer’s success story. By telling the story of a challenge overcome, these brands anchor mainly on their prospects’ mental state. It covers people’s deeply felt wishes and aspirations.

There are ways to get your ICP’s attention with emotional appeal in all varieties of content. One particular example of case study which we studied showed how that is possible for factual content types as well.

Try this:

  • Build a case study on a theme of struggle anyone can empathize with (migration, recession, gender inequality)
  • Let the story build up to a point where the customer’s quality of life improves when your product solves a particular problem
  • Give data to support your claims
  • End with an empathic call to action: “Need help with something similar? Chat with us.”

Remember, empathy prompts knee-jerk reactions and pushes forward buying decisions for prospects still in doubt.

4. Interview Style

The Q&A style is aptly called the “Crisco” of content marketing. In case studies, an interview-style Q&A smoothens the creases in introducing a problem. Next, it goes on to deliver nuanced views on the problem.

Here’s what makes a Q&A case study so convincing:

  • Unfiltered user perspectives
  • Two or more viewpoints shared (depending on the number of users participating)
  • Pinpointed questions, bringing out specific outcomes of the product

The spontaneity of video case study examples in the interview style is hard to top in any other format. It also gives businesses the perfect opportunity to use information shared by users through their questionnaires (check this OliverWyman sample).

10 Best Case Study Examples

In product marketing, case studies strengthen the resolve of prospective buyers about their purchase. We discovered that particularly great case study examples offer facts and customer stories that prospects can trust.

The studies also help set realistic expectations before people decide to finally buy something. We have put together 10 case studies with special features. Reproducing certain specifics, as highlighted in the samples below, will increase the chances of getting your ICP’s attention on your content.

1. Content Beta

Type: B2B Journey
Summary: A creative design company handled the end-to-end video production process for a software firm. They also solved brand alignment and scaling problems by offering a CaaS (creative as a service) solution.
What we Liked: Before/After comparative diagrams and business impact quantified with data

2. Ramp

Category: Collection of customer stories
Summary: An app for managing corporate expenses saves time and worries
What We Liked: The video of a customer speaking of their journey, the minimalist design, collection of customer stories as a case study

3. Asana

Category: Success Story

Summary: Efficiency for a team increases significantly with a remote work management solution

What we Liked: Creatively featured quotes to create scroll-stopping points

We know how to sell your story using your product UI

4. Gong

Category: Success Story

Summary: A revenue intelligence platform optimized sales pipeline

What we Liked: Multimedia embedding, light interface, and stylish use of different fonts

5. Opensea

Category: Customer Experience

Summary: A web3 marketplace increases visibility for an art project

What we Liked: Showcase of finished creatives, bright layout, and use of GIFs creating a playful aesthetic

6. Shopify

Category: Customer Story Gallery

Summary: An eCommerce company lists case studies about the many ways it has helped small businesses sell their products

What we Liked: These company case study examples can be filtered according to industry, product, region, use case, and others

7. Airbnb

Category: Interview-style

Summary: A homestay marketplace presents the opportunity for ‘experience hosting’

What we Liked: Use of candid conversation in interview style, personal storytelling

8. Drift

Category: Problem Solution

Summary: A conversational marketing company helps increase market-qualified leads for a search-as-a-service platform

What we Liked: This example of a case study has a forward approach with a comment on future plans

We have made videos for 150+ B2B & SaaS companies.

Explainer Video, Product Demo, Remote Video Testimonials, and more.

9. Biteable

Category: Success Story

Summary: An on-brand video maker helps make professional-looking videos quicker

What we Liked: Clear metrics and video marketing tips shared at the end

10. Etsy

Category: Experience Story

Summary: An e-commerce company focused on handmade goods and craft supplies helps build a curated vintage article shop

What we Liked: An aptly placed CTA, in this case study example, deepens the curiosity that the title creates for the reader

Case Study Format

As the curated examples suggest, case studies for marketing can take inspiration from different creative styles. Brands today experiment with — multimedia embedding, first-person narrated user-generated content, visuals-centric skimmable forms, etc, to create their case studies.

Regardless, the underlying bare-bones structure of a case study needs to remain constant. Only then can you bring out the distinct flavor of this content type.

Our survey of different business case study examples reveals a format like this:

  • Introduction: Gives background to the customer and the challenge scenario.
  • Problem: Studies the main difficulty the customer was facing.
  • Resolution: Gives an overview of the product or service the customer comes in contact with.
  • Advantage: Summarizes the top benefits of the solution – why it was the appropriate selection.
  • Outcome: The affirmative business result stems from the solution and advantages.

Having a standard structure is useful for many reasons. It allows the creative team working on a case study to understand exactly which pieces of information and assets to look for. At the same time, there is flexibility to highlight the USP of your business.

We have made videos for 150+ B2B & SaaS companies.

Explainer Video, Product Demo, Remote Video Testimonials, and more.

How to Write a Case Study

Case studies are factual and data-oriented. Research papers are quite the same. Only, they don’t tell a story.

When we placed some product case study examples under the scanner, different storytelling frameworks were found. Some were structured as a “hero’s journey,” while others were mindblowing success stories. We noticed all of them had a clear beginning, middle, and end corresponding to:

  • Scenario and problem
  • Product and solution
  • Results and Quantifiable Outcomes

Our close reading of the case studies also gave us insights into writing them for the desired effect on prospects. Here is a process breakdown:

  1. Give the study a title indicating the problem your product has solved: This will create an instant connection with your ICP, who are trying to solve similar challenges.
  2. Introduce the customer with the background: This Freshbooks case study example focuses on a client who is a young mother surviving a recession while trying to run a business. The scope here for creating an emotional connection with the ICP is strong.
  3. Present the problem and tie it to the product: This is the core of your content. Many B2B case study examples we came across had this part as the lengthiest segment. You may show how the customer tried other ways of dealing with the problem before discovering your product.
  4. Bring out the solution: Deliver a vicarious experience for your ICP by going into the details of the customer’s journey. Trace it from product purchase to onboarding and use the solution for one or more use cases.
  5. Demonstrate the results: Plug data in to support the positive outcomes from your solution. Here, data covers more than numbers. Customer quotes, polls, and reviews found on business after product use count as data, too.
  6. End with a CTA: Invite prospects to experience the explained product benefits themselves. Instead of a buy button, try lead nurturing with a demo request or a ‘learn more’ CTA. Gives you more time to strengthen the lead before attempting to convert them.

Why Choose Content Beta?

If you are running a company with a small crew, surfing case study examples of multiple delivery format options, narrative styles, and new design elements can slow down your workflows. Yet, competitor research and the continuous creation of case studies remain essential for the marketing strategy of any Saas product.

This is where the Content Beta’s skilled design team can add value.

Get Content Beta’s Creative as a Service for a video (in case you want to make a video case study) and the design team on standby for a fixed monthly cost.

We are a 4.5+ rated team on TrustPilot with a proven track record of delivering well-researched case studies on time. Our team makes content creation a thoroughly collaborative process with these cutting-edge functionalities in our work portal:

  • Credits Roll Over: Unused credits are transferred to the next cycle, so you don’t have to pay for anything extra. Learn more about our pricing.
  • Quick Revisions: Add your comments to a creative in the making.
  • Cloud Storage: Upload all brand assets you want the case study to feature.
  • Collaboration: Invite your team to collaborate on the project

Schedule a call with us today!

Conclusion

We take inspiration from as many case study examples as possible when creating one for our brand (or our clients). Surfing through different samples increases our options for creative storytelling and gives insight into what other businesses are doing.

The range of innovative elements found in case study design examples on the web is multiplying by the day. Think – animations, UGC snippets, AR and VR segments, microlearning modules, and more.

Keeping an inventory of curated examples just helps you find relevant materials quickly.

Frequently Asked Questions (FAQs)

The key elements of a marketing case study are:

  • The problem statement or scenario,
  • The product as the solution,
  • Quantitative results.

The best practices for writing a marketing study are:

  • Quoting excerpts of customer-speak about your product and brand
  • Giving data to support statements
  • Presenting in a skimmable and visually rich format
  • Placing a CTA to progress lead nurturing

The common mistakes to avoid in case study writing for marketing are:

  • Not focusing enough on customer experience
  • Writing in a jargon-heavy language that buyers cannot understand
  • Not providing data to back claims of success for your product

We have made videos for 150+ B2B & SaaS companies.

Explainer Video, Product Demo, Remote Video Testimonials, and more.

Content Beta