🌟 Hello - I am Kev - The Case Study Guy
Every week I’ll share some B2B Case Study strategies, tactics and inspiration. In this pre-release issue I share why I’ve decided to launch a business dedicated to the B2B Case Study.
Launching The Case Study Guy
Hello Proof Pointers, in this little pre-launch edition, let’s dive into something fundamental: why I’m going all-in on case studies.
First off, yes, there are just three sleeps until I launch The Case Study Guy. I measure time in sleeps because, well, it’s more fun and definitely shows how excited I am!
Now, let’s rewind a bit. Back in May, I took a couple weeks off from my Head of Marketing role in the programmatic ad world. Maybe it was hitting 50, but I had a bit of an existential moment. So, I did what I always do: grabbed my notebook and let the pen run wild.
The big question that popped out was: After all these years, what do I actually believe about marketing? The answer was crystal clear: buyers are more cynical than ever. They don’t need more promises; they need proof.
Fast forward a bit: two months later, I left my job, took a career break, and let myself explore. I polished my CV, never sent it, looked at job ads, felt zero excitement. Instead I played golf, spent time with family, wrote some short stories, and let my brain wander.
Eventually, I made my first decision: I’d start my own business. I thought about retraining, becoming a fractional CMO, or a generalist marketing consultant. Then I remembered my old business, The Story Edge, and asked: What if?
My last big client with The Story Edge was AppsFlyer, a SaaS unicorn in the competitive mobile app marketing sector. I wrote 26 case studies for them in under a year, which led to me joining them as a Senior Product Marketing Manager. Suddenly, I wasn’t just writing case studies - I was figuring out how to squeeze every drop of value from them.
I made single-slide case study summaries, wrote story-led emails for SDRs, tracked KPIs, collected quotes, and built everything into a spreadsheet - the title of that spreadsheet - Proof Points. That became my lightbulb moment: if I’d stayed independent, my business would have naturally morphed into a Case Study business. So what if I did that now?
That’s exactly what I’m doing with The Case Study Guy: building a business on the belief that buyers need proof, not promises. The adventure begins this Monday, 1st September 2025. And I cannot wait!
The first proper issue of Proof Points will go out at 8am (UK time) on Thursday 4th September. In it I’ll share two related concepts - Pattern Recognition and Pattern Matching in B2B Case Studies.
Until next time,
Kev - The Case Study Guy
PS - If you’ve got a question you’d like me to answer in the newsletter - just hit reply!