Learn how to do a successful case study or case by following this step by step! – WAU

If you follow the content here on the blog you should already be familiar with the concepts of sales funnel and customer journey. In a sales funnel, you lead your customer from the first contact with the company until the moment of purchase. At the top and middle of the funnel the customer is still learning […]

If you follow the content here on the blog you should already be familiar with the concepts of sales funnel and customer journey.

In a sales funnel, you lead your customer from the first contact with the company until the moment of purchase.

At the top and middle of the funnel, the customer is still learning about the subject, clearing up general doubts and getting information about several brands that offer the solution sought.

However, at the bottom of the funnel the customer really starts to evaluate your product or service. He wants to know if he can trust your company and the solutions you offer.

From that moment on, it is necessary to offer technical and in-depth content that shows the differentials of your solution. These include webinars, free trials of the service and, of course, case studies.

The case can be a great branding strategy for your company, with the great potential to strengthen your brand in the eyes of consumers. Understand how to strengthen your brand in this complete material.

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a success case in addition, it can be the decisive element in making a customer choose your company instead of the competition. Have you ever thought about it?

So, understand now what this element of marketing is and how to include it in your strategy!

What is a case or case study?

a case, also called a case study, is the account of a customer’s experience and results from the use of a company’s product or services.

From a marketing point of view, the case is a consumer success story, showing how the product or service of your brand contributed to that customer achieving a certain result.

How to do a case study: 4 sure steps

First of all, it is important to remember that you can customize your cases and adapt them to the reality of your market.

In any case, there are standards and good practices that can be used as a basis for building the case studies, amplifying the impact of the success stories.

Check now our step by step suggestion:

1. Select candidates for the case

In a case, the main character is not the company, but the customer. So the first step is to go in search of the ideal candidates.

Most likely, you already have some satisfied customers in mind who have used your products and services successfully. It is possible to select candidates who left testimonials in emails, social networks, etc.

Regardless, it is always worth doing one more search. Sometimes a company has extremely satisfied customers who have never given feedback.

Therefore, at that moment, you can send an email to your list of customers looking for people who have had good results with the use of the product or service. Be sincere and direct in approach, as in the example below:

Email title: Want to see your success story told to more people?

Email body: Here in [Sua Empresa] we always do our best so that our customers achieve the best results. It is no accident that we already have so many examples of satisfied people / companies.

Showing our customers’ success stories is a way to help even more people / companies achieve similar results. So now we want to know your story too.

If you are interested in being a successful case of [Sua Empresa], please reply to this email in a few lines:

  • How did you come to us;
  • Why you decided to use our product / service;
  • What results have you achieved.

If you have any questions, be sure to ask!

Thanks and a hug,

[Fulano de Tal], Customer Success Manager

This first contact will help you to filter candidates. From there, there are some tips for selecting the best stories. Here’s what to look for:

  • Concrete results: the most exciting cases come from customers who achieve the best results. Not to mention that these customers are also the most enthusiastic when it comes to talking about your brand;
  • Unexpected successes: customers who run away from the traditional help to prove the effectiveness of their service or product, convincing potential consumers who are on the fence;
  • Heavy users: to make a case, the ideal is to have customers who use your product or service frequently. They will be more familiar with explaining the implementation in everyday life, talking about technical aspects, in addition to conveying a greater truth to the public;
  • Competitive ex-clients: it is possible that some customers will reply that they came to your company because they were dissatisfied with the competitor. These consumers are worth gold, as they help to exalt their differentials and competitive advantages.

2. Get in touch with the participants

The second stage consists of contact participants with the best answers.

These people have already shown themselves willing to participate. So, all you need to do is explain how the process works and set a date to interview them. Again, you will use email to align expectations.

Your message will look something like this:

Hello, So-and-so!

We are very happy with your interest in participating as a successful case of [Sua Empresa]. We will love to know your story in detail and have the chance to ask a few more questions.

What do you think about scheduling a Skype interview for next week?

You do not need to appear in any recording. The purpose of the interview is simply to collect data so that we can write the case study as accurately as possible.

After the interview, we will set up the case study and send it for your approval. Only after your ok will we disclose the material, okay?

The day [incluir data/horário ideal] is it good for you?

Any questions just ask!

A hug,

[Fulano de Tal], Customer Success Manager

As you may have noticed, the email above mentions that the customer does not need to appear in any recording.

This because the case study can be structured in several formats: blog post, PDF presentation, audio (podcast), recorded interview etc.

However, when you have recorded footage from an interview, your team has more material to work with. This interview can give rise to several materials. After all, it’s easy to turn it into text, for example. On the other hand, if the interview is in writing, it will not be possible to convert it into audio or video.

And there’s more: in case you notice a greater opening of the client, you can ask his authorization to publicize the recorded interview as well. That way the case study will get even richer.

3. Ask strategic questions

For the case study to be useful – both for other consumers and for your company’s marketing – it needs to answer some specific questions.

Therefore, it is the duty of the marketing team to conduct the interview with strategic questions that highlight the most important points.

Here are the main questions you should include in the interview:

  • What were the difficulties that you encountered in your life / business before knowing the [sua empresa, produto ou serviço]? – Products and services are nothing but solutions. That is why it is important to know the difficulties and challenges that your client faced before contacting your brand. This will help to show how the product or service helped to overcome obstacles;
  • How did you hear about [sua empresa, produto ou serviço]? – This question helps to connect with consumers who also reached your company in the same way, such as, for example, through Google, social networks or referrals from friends;
  • Why did you decide to try this solution? – Almost everyone is in doubt before closing a purchase. When a customer reveals why he or she decided to cast a vote of confidence, other customers identify and tend to do the same;
  • What were the difficulties during the implementation and how did you overcome them? – Not even the best product or service guarantees that everything will be a bed of roses. When a client talks about real challenges and comments on how he overcame them, his case becomes much more real and tangible;
  • What results have you achieved using this product / service? – In the end, this is what people expect: results. When talking about numbers and achievements, the client proves that his solution is capable of delivering what he promises, showing that more people can achieve the same;
  • How is your life / business today? – Lasting solutions are even better than timely results. When talking about the permanent changes brought about by the product or service, your customer can help new consumers understand the dimension of the benefits offered.

Extra tip: avoid questions that can be answered with “yes” or “no”. Instead, choose open-ended questions, as they generate more complete and authentic answers.

4. Organize information

After the interview, you are likely to have a lot of information to work with. This is the time to organize them all.

First, you can structure the case in text format using the structure shown below. From there it is easy to transform it into a slide show or even an animated video. Check it out:

  • Title: It must be short and direct, showing the main achievement or result;
  • Resume: It is a short paragraph (2 to 4 sentences) that summarizes the entire story. Worth adding some bullet points with metrics / statistics that represent the success achieved;
  • About customer: This is the time to tell, in 2 or 3 paragraphs, what were the customer’s challenges that led to the use of your product or service. Try to include a sentence that summarizes the objective that the customer had with the use of your solution;
  • How your company helped: Here you must include another 2 or 3 paragraphs describing how your service or product offered a solution to the problem that the customer had;
  • Results achieved: The results section can also have around 2 or 3 paragraphs. This excerpt should describe, in a specific way, the achievements provided by the product or service, proving how it helped to achieve the desired result. It is important to include numbers and statistics;
  • Quotes: Separate one or two impactful comments from your client that illustrate the results and perceived changes. These quotes can be included at the end of the case or in prominent frames;
  • Images: It is important to have visual support to help illustrate the story. A simple photo of the customer helps. If you have an image of him using the product or service (or something that represents the results achieved), it is even better.

How to publicize your case

There is no point in producing excellent cases if no one has access to them, do you agree? So, with the case study ready, it’s time to go for the disclosure!

Check out our main tips on how to include successful cases in your marketing work:

Have a specific area of ​​your website for cases

It can be a menu, header or page. You know. The important thing is that there is a place on your company’s website that brings together all available cases.

Also, make sure that this page can be easily found by visitors to your website.

Ask your customers for help

After placing a case on the air, it is your duty to let the customer know that you have appeared in the case study. At that moment, take the opportunity to ask him share the page link.

In general, customers are quite happy to share this type of content. After all, the case shows not only the ability of your company to deliver results, but also the client’s ability to achieve significant achievements.

Include case versions on your sales page

If you have a sales page or landing page for a product or service, this is the best place to include short versions of successful cases. Here you can use quotes from customers, accompanied by photos of them and a brief description of position / activity.

For example:

“Product X helped me generate 12% more sales in the first month of implementation. In addition, I finally managed to improve after-sales. My customers are much happier and cancellation rates have dropped by 22%. ” – Joana, marketing manager.

Create educational blog posts

Many companies create blog posts from their successful cases. However, they do it in a way that sometimes sounds too commercial.

What’s the mistake? These companies simply create a post like: “Case study: company XYZ”. It is very difficult for a blog reader to be tempted to read this content, don’t you think?

Instead, try to write educational articles that use case studies as examples. For example: “How to decrease your customer cancellation rate by up to 22% [Estudo de Caso]”.

In the article, you can present a series of practical tips and, yes, illustrate them with examples taken from a real case study.

That way you focus on your reader’s challenges and come up with ways to overcome them (using concrete examples).

Want to check out more content dissemination tips? Read them all in our ebook on the subject.

Practical guide for content dissemination


Many companies stop investing in cases because they believe that their production is too complicated. However, as you saw in this article, making a case or case study becomes simple after you know the necessary steps.

Remember that this type of material has a huge importance in decision making, and can make more people choose to become customers of your brand. Learn how to leverage this through digital marketing with the ebook below:

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