Customer Case Study Writing Template

Start with your happiest customers. Check NPS scores, support ticket history, and expansion revenue data to identify advocates. Frame the ask as recognition, not a favor: "We would love to showcase what your team has accomplished." Offer value in return: early access to features, a speaking slot at your conference, or co-promotion to their audience.

The web version should be 800-1,200 words. Include a "summary" section at the top with key metrics so skimmers get the story in 10 seconds. The full narrative is for people who need the details to justify a purchase decision to their team.

Use ranges or percentages instead of absolute values. "Reduced onboarding time by over 60%" works nearly as well as "reduced onboarding time from 45 minutes to 18 minutes." If they will not share any metrics at all, the case study will be significantly less effective. Consider a testimonial quote instead.

Aim for one case study per target segment and per use case. If you sell to three industries and have two primary use cases, that is six case studies. Start with the segment that generates the most revenue and the use case that wins the most deals.

Five channels, in priority order: (1) sales team as leave-behind or follow-up material, (2) website case study page, (3) relevant product or feature pages as social proof, (4) email nurture sequences at the decision stage, and (5) paid social ads targeting lookalike audiences of the case study company.