Case Study Template
Create compelling customer case studies
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What's included:
- ✓Story structure
- ✓Interview questions
- ✓Design layout
- ✓Distribution tips
About the Case Study Template
The Case Study Template is a free resource for marketers who need customer proof but are unsure how to turn a happy client into a compelling story. It follows a story structure built around the customer's original problem, why they chose your product, what changed after implementation, and the measurable result, rather than a simple feature list.
To use it, start with the included interview questions to get the customer talking about specifics rather than generic praise, then drop their answers into the design layout, which is built to highlight a pull quote and key metric. Use the distribution tips to decide where the finished case study should live, from your website to sales enablement decks to social proof in outbound emails.
What is inside
- Story structure
- Interview questions
- Design layout
- Distribution tips
Frequently Asked Questions
What makes a good case study?
A good case study centers on a specific, measurable result and tells it as a story: the customer's problem, why they chose you, what implementation looked like, and the outcome. Direct quotes from the customer, ideally with a number attached to the result, are more persuasive than a description written entirely in the vendor's own words.
What questions should you ask a customer for a case study?
Useful case study interview questions ask about the problem before your product, what other options were considered, what the switch or implementation actually involved, and what changed afterward in specific, measurable terms. Asking what almost stopped them from buying often surfaces the objection other prospects are silently having too.
How long should a case study be?
Most B2B case studies run 500 to 800 words, or one to two pages, long enough to cover the problem, solution, and result with specifics but short enough to read in a few minutes. A shorter, scannable summary with a pull quote and key metric near the top helps readers who will not read the full piece.
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