🌟 Greetings human - it’s me, Kev - The Case Study Guy
In this week’s issue, I’m covering one of the more fundamental Case Study questions.
It’s a question I love to ask a leadership group inside a SaaS company:
“Which case study should you work on next?”
It sounds simple. But the answers vary wildly depending on who you ask:
Product Marketing: “The product we launched last month still doesn’t have a case study. We need to focus on that.”
Regional Marketing: “We’ve got three events planned for France in Q1. We desperately need a new case study for that market.”
Sales: “Our prospects are worried about migrating from their current provider. A migration success story would be ideal.”
Customer Success: “Client X just achieved amazing results and they’re thrilled. They’d make a perfect case study partner.”
Demand Gen: “Our paid campaigns in financial services are performing well. If we had a case study in that vertical, it would supercharge conversion rates.”
PR / Comms: “We’re pitching media stories around sustainability. A case study with a customer in that space would give us a strong narrative.”
CRO: “Ecommerce is underperforming. We could use a couple of high-profile case studies to help sales.”
Executive Leadership: “We need a flagship case study with a globally recognised brand. It signals credibility at the highest level.”
Each answer makes sense. Each answer is valid. But notice how they pull in very different directions.
That’s why case study strategy can’t just be reactive. If it’s driven by whoever shouts the loudest, you end up with a patchwork of stories that don’t connect to a bigger proof strategy.
👉 The real challenge is alignment.
So here’s two questions for you:
Who in your organisation is actually making that decision?
What does the process look like to get there?
If you’ve already got a Case Study Strategy, those two questions will likely be very easy to answer. If you haven’t, the best thing you can do is forget about the more tactical ‘which story comes next’ question and ask the bigger, more challenging question…
What is our Case Study Strategy?
If you get your strategy right, you’ll have a Case Study Roadmap and Calendar that gives everyone clarity on your Case Study Pipeline.
Thanks for reading Proof Points Issue 4. And remember, if you have a question or a comment - hit reply, I’d love to hear from you.
Have a wonderful week!