Case Study Kickstarter
for B2B Tech Founders and Marketers

When you have one or more satisfied customers, you’re ready to start creating your case studies. (There’s no point trying to use an unhappy customer!)

And the real secret is that the more customers you ask, the more case studies you’ll get. The sky’s the limit.

Here are the top 10 types of customers who would be ideal for your next case study:

Anytime is good for asking your customers. However, suppose you plan to create case studies as a regular part of your marketing strategy. In that case, it’s better to link asking your customers to a specific event or trigger.

Here are some helpful triggers to use:

After a feedback survey

Qualify which customers to approach for a case study based on their answers to your survey or questionnaire. Contact those who scored you highly and ask, “Can we write about your experience in a case study?”

Impromptu feedback

When your customer gives you unsolicited positive feedback, they’re pushing on an open door. Follow up with a simple, “Thanks for your comments, that’s great to hear. Would you be happy to share your feedback in a case study?”

The end of a project

Wrapping up a project is often when a customer reflects on their results and experience. Lean into that, especially if you also receive impromptu feedback and ask, “How would you feel talking about the project’s success for an article on our website?”

During a quarterly review

Quarterly reviews are a perfect time for reminding customers about the problems they’ve overcome and the results they’ve achieved. When discussing plans for the next quarter, you can say, “Given the progress you’ve seen over the last six months, we’d love to tell your success story in our marketing. Can we book some time to do this next month?”

Over coffee or a beer

Conversations outside the formal work environment are an alternative. If you see your customers socially, this could work for you. “It’s great you’re already seeing benefits from the project. I wondered if you’d be up for taking part in a case study about your success?”

Time for the crucial step. What do you actually say to your customer? And how do you say it to encourage them to respond with a ‘yes’?

To start, you’ve got to put yourself in your customer’s mind. When you ask them to take part in your case study, their brain will automatically ask a series of questions:

• What do you want me to do?
• What does taking part in a case study look like?
• How much time will it take?
• What will it cost me?
• What’s in this for me and my business?

Without clear answers, those questions could become hesitations and doubts. Your customer may not outright refuse to take part in a case study, but they could be less than positive with responses like:

• “I’m not sure if I’ve got enough time.”
• “I don’t think I’m the right person.”
• “I’ll have to check if we can do this.”

Or you may not get a response at all.

So, here’s what you need to do to avoid those objections and persuade your customer to respond favourably:

Be clear about the process

Avoid any ambiguity for your customers about what they do or don’t need to do:

1) Say how much time you need

Let your customer know what they’re committing themselves to.
For example, “It just takes 30 minutes of your time.”

2) Explain each step in the process

Your customer may not have participated in a case study before and won’t know what to do.
For example, “We’ll ask you some questions, write up the case study and send you a copy before it’s published.”

3) Share an example of a case study

A published case study helps your customer picture what theirs would look like and shows that you’ve done this before.
For example, “Here’s a case study we created with another customer.”

Make it easy

Simplify the process for your customer and they’ll be more likely to take part:

1) Book a 30-minute video call

Asking your questions on a video call means your customer doesn’t have to worry about wording their answers, correcting their grammar or finding the time to answer an email with 20 questions.

2) Send example questions

You want your customer to be ready to talk about their experience. A few sample questions will get them in the right frame of mind for the call without them having to write up their answers.

3) Include a customer review

Giving your customer the chance to check the case study before it’s published will help to put their mind at rest. This step is crucial when you feature larger companies with more than one layer of approval.

Give your customer value

Show your customer the benefits of taking part in the case study:

1) Offer your customer an incentive

Choose an incentive that rewards your customer and that they’ll value.
For example, offer to include a backlink from your website to help your customer’s SEO* or send your customer an Amazon gift voucher.

2) Share social media assets

Many companies need help to create content consistently. As a result, if you produce social media content from the case study your customer can use it without any creative effort.
For example, provide a set of graphics to use in LinkedIn or Facebook posts.

3) Boost your customer’s profile

Featuring customers in your case studies highlights their brand, products and services.
For example, if you’ve worked with your customer on a new product or offer, the case study is an excellent way for them to publicise this.

Make it clear, easy and worthwhile for your customers. And you’ll have more customers agreeing to be in your case study.

With everything you’ve learnt, you’re ready to get going.

Here’s the email template I use with my customers to help them get more case studies. Simply add in your details and it’s ready to send. Or feel free to personalise it for your customers.

I’ve added some notes to explain why each section is important to include.

From: [Your name]
To: [Customer name]

Subject: want to feature in our marketing campaign?

Hi [Customer name],

How are you doing? I hope you had a great bank holiday weekend. The warm weather was a surprise!

I’m dropping you a quick note to say how impressed we are by your results with [product/service]. The way you’ve been able to [key benefit] is excellent. We’d love to tell other people what you’ve achieved – and promote your business at the same time.

That’s why we’d like to feature [Company name] as a success story on our website. We publish case studies that highlight our leading customers and their achievements. Here are some recent ones with other customers:
[link to case studies on website]

Would you like to take part?

All it needs is 30 minutes of your time for a video call. We’ll ask you some questions about your experience—but don’t worry, there are no wrong answers.

We’ll record the call and write up the case study. You’ll also get a chance to check the case study before we publish it.

And you’re welcome to use the case study in your marketing and social media.

Let me know if you’re happy to take part or if you have any questions.

Speak to you soon,

[Your name]

Apply what you’ve learnt from this guide, and you’ll have an enthusiastic group of customers to take part in your case studies.

With persuasive case studies, you’ll be able to attract new leads and convert your prospects into future customers.

When you’re ready, here are 3 ways I can help you:

1) Get content marketing tips and advice

Connect with me on LinkedIn for regular posts about creating case studies and other content that builds trust with your audience.

2) Answer your questions about case studies

If you have any questions about creating your case studies (yes, any questions) drop me a line at hello@robbeadle.co.uk.

3) Create your case studies

Whether you need to interview your customers, write case studies or design the visual layout, I’m here to help you. Send me a message and we’ll arrange a call to discuss your case studies.

“Invaluable to my business”

Rob utterly nailed the case study brief I gave him. He’s surpassed any expectations I had, and what he produced will be invaluable for my business.