You know that case studies are a great lead generation tool and an essential component of any B2B sales campaign, but they're too often left to gather dust and not given the attention they deserve.

Instead of hiding them away, never to see the light of day again, it's time to brush off those cobwebs and put them to work.

One of the best ways to use case studies is to convert them into other formats for even better results. This way, you can use one case study in many different ways. Here are 16 ways you can do just that.

Create a dedicated 'case studies' or 'success stories' page

Captain Obvious, right? You'd be surprised how many people don't have ANY case studies on their website, let alone a dedicated page.

Which is crazy given that 93% of people won't buy a thing without checking online reviews. And case studies are reviews on steroids.

So make your case study page easy to find, put it in the menu bar, and structure it so people can quickly and easily see what's relevant to them.

And by the way, it's okay if you only have a few case studies at first! Once you start seeing results, you'll be driven to fill it up. You'll see.

Your home page

Since your home page is the most visited page on your website and often the first thing many prospects will see, it makes sense to feature snapshots from your case studies here.

Joanna Wiebe from CopyHackers, believes people have a series of logical questions in their minds as they scroll down your website homepage.

The top three are:

  1. What do you do?
  2. Okay. Why should I care?
  3. Am I alone in caring - or do others (preferably others like me) care?

Case studies, or at least excerpts of your case studies, ensure you tick off number 3 with panache.

MHelpDesk follows this exact hierarchy. Check out the video testimonials up top.

Twitter, LinkedIn and Facebook

Promote your case study on social media by posting links to all your case study related content. Tag your customer - they might share it.

Make sure your content is optimized for "shareability" too. Especially your headlines and titles. For example:

BAD: "Check out our new case study about MadeUp Company."

GOOD: "MadeUp Company saw a 47% spike in sales by increasing marketing spend over Easter. See how we helped them achieve that."

Share them on your accounts twice a month for at least three to six months. (Schedule them if you need to.)

Do this across all your channels but go big on LinkedIn. Add your case study to your list of publications, and share them with relevant groups to encourage discussion and grow your authority naturally and organically.

Grow your email list on autopilot

Because case studies show the exact tactics your happy customers used to get results, they make great lead magnets. And people will share their email addresses to access them.

Sure, your case study needs to be excellent. But if it's something actionable that will help your prospective customers achieve their goals - they'll happily fill out your opt-in form to download it.

Your company email signatures

Did you know that 86% of professionals prefer to use email for business communications? And that the average number of emails we send or receive per day is around 122?

This means your email signature is a prime piece of marketing real estate - a chance to get in front of hundreds of potential customers, vendors and partners every week.

So make every outbound email an opportunity to shorten the sales cycle by adding a compelling CTA underneath your contact details. Something like: "Check out how we increased sales by 67% for company X in less than two months."

Fold them into blog posts, ebooks and printed articles

Blog posts, ebooks and printed articles are a great way to build your brand awareness among your customers. They're also an opportunity to provide value to potential customers. Creating posts and articles from your case studies is a great way to do both.

You can easily adapt case studies into blog posts, ebooks

and printed articles. Think about it: every time your company solves a problem for someone, you have an instant before and after story.

And stories are engaging as heck. They help your future customers picture themselves as the protagonist of those success stories. And that evaporates confusion and gets them raring to buy now.

When you create a case study, you're telling the story of how one of your customers used your product or service to solve a problem they were facing. Just as you did with the case study, retell the success story in an engaging, compelling way.

However, case studies should be about more than just what someone did - they should be about why it was worthwhile. In other words, their actions led to some benefit, whether it was higher sales or happier employees or whatever else. Make sure you focus on those benefits when writing the blog post or article version of the case study.

It's easy to tweak and repackage your case studies into helpful, topical blog posts and articles to fill your content pipeline and feed your social media channels for months.

Incorporate them into your email marketing and newsletters

Case studies are a fantastic source of content for your email marketing and a great way to showcase customer success stories quickly. They can be short and sweet but still hold the reader's interest, making them ideal for email marketing and newsletters.

A common way to incorporate them is to use short snippets from each study, giving a brief description of the problem you solved, how you solved it and what benefits the customer gained.

Another option is to create a series of case studies in one go, which you can then send out at regular intervals over several weeks or months. Keeping it fresh gives readers a to look forward to in each newsletter and provides more depth than just one single case study might provide.

You can even use your case studies to get people to sign up for your mailing list: "Opt-in to find out how we solved x problem for x."

Make it a point to feature at least one (ideally more) case study in your newsletters and emails. Sharing them throughout your email marketing can help you nurture your audience and give your business more exposure.

Sales presentations and pitches

In the B2B world, sales presentations are your reality. Case studies slice through traditional features and benefits sales pitches with real-world examples of how your happy customers enjoyed success thanks to your business.

Case studies are one of the most powerful tools at your sales team's disposal by:

  • Helping you step over the competition and provide something that can't be found anywhere else: social proof and validation of your value in a customer's honest review or positive experience.
  • Letting your sales team illustrate your expertise in action and show that you've helped real people in the real world.
  • Providing your prospect with an idea of what they could achieve using your solutions and how others have succeeded with your help.

If your sales teams are mobile, arming them with printed case studies helps ease doubts and calm objections. Plus, leaving them floating around your prospect's desk for a few days after the meeting could mean the difference between landing their business or losing them to a competitor.

Simply put, they help you sell more effectively and close deals faster.

Your product and service pages

When people scan your website, they're wondering WIIFM (What's In It For Me) and DAEC? (Does Anyone Else Care?). Whether we realize it or not, we're all massively influenced by what other people think and do - AKA social proof.

A whopping 93% of us will hesitate over the buy button if there are no product reviews nearby. So drop those case studies in and around your product and services pages.

Pull out tasty quotes and phrases, ideally with photos of your happy customers. Sprinkle their words beneath product descriptions - or use them as subheadings with quotation marks. Just don't miss the opportunity to tip the balance in your favour.

Distribute them in press releases and trade publications

Sometimes case studies can make for great PR stories, especially if you've solved a big problem or saved someone a surprising amount of time or money.

If that's the case, all you need to do is repurpose your case study into a press release and pitch it to your target media, relevant trade press, and industry websites. Make sure you include a cracking photo to up your chances of getting coverage.

Depending on the client and topic, it could score you valuable publicity and maybe even links back to your website - for very little extra work.

White papers

Does your case study solve a big problem? Or a minor problem that a lot of people have? If it covers a gnarly industry-wide challenge for your customers, it could work as a more robust, in-depth whitepaper.

If not, you can still extract quotes and sections from your case studies and use them to illustrate points in your existing white papers.

Using case studies in white papers adds credibility and, significantly, relevance. And by referencing and linking to your most recent case studies, your digital white papers will never go out of date.

Webinars and podcasts

Webinars are a fantastic marketing tool for demonstrating your products or services or showcasing your expertise.

And case studies are the perfect foundation. Focus the entire webinar around your customer story and show how you deftly helped them solve the problem.

This promotes your business in a non-salesy way and positions you as a helpful authority on your topic while cleverly exposing your product or service.

Video testimonials

Video case studies add an extra dose of authenticity to your communications. They're fun and entertaining, and you can't beat a real customer talking up your product or service on camera.

Sure, video can be expensive. But with your written case study in hand, it's much easier to create because you've already scripted your story. And these days, you can capture a credible and effective 'point and shoot' video testimonial with an iPhone.

Events, conferences and meetings

Events are fantastic opportunities to distribute your case studies.

Whether a conference, networking or speaking event, an exhibition, or a trade show, your customer success stories are like business cards on steroids.

And when you mix real face-to-face time with valuable, engaging content, you leave a lasting impression.


Infographics are a great way to present case studies. They combine data visualization with design and storytelling, making information easy to understand, digest and more memorable to consumers.

They are also engaging, making them more likely to be shared on social media, which may attract more traffic back to your website.

Use your infographic in blog posts, white papers, sales presentations and social media platforms to get more eyeballs on your work.


Converting your case study into a public slide deck on Slideshare expands your content to a potential audience of over 70 million users.

It's SEO-friendly, and you can embed lead capture forms inside the slides. The best and most viewed Slideshare presentations combine great story and copy, which you already have nailed down, thanks to your case study.

Slideshare has up to 5 times more traffic from businesses than all the other social channels, and since it's free to use, it's a great way to get extra mileage out of your customers' success stories.

Worried about repeating yourself?

Repurposing content is always a wise move, especially when it's timeless, high-quality, evergreen content like case studies.

You might think that people will see it as recycling, but the truth is, the chances of them seeing it more than a few times is minimal. And if they do? That's a GOOD thing.

The truth is, repetition is an essential element of marketing. You want to get your case studies in front of your customers at every possible opportunity.

Not only does this create consistency across your marketing - it allows for the message to really sink in.

Buyers need to hear your message seven times before they'll hit the 'buy now' button. Repurposing your customer success stories goes a loooong way to meeting that target.

And it does that in the most economical, efficient and labour-saving way possible.


Case studies are extremely valuable and they don’t have to be used just once - you can repurpose them into many other forms of content to help you generate more leads, traffic, and sales.

They're invaluable for any business, large or small - so why not leverage case studies and invigorate your marketing tactics today?

What is a case study, anyway?

In a nutshell, case studies are in-depth stories with real-world examples of how your company implemented a solution for a customer.

A case study is not a commercial, an advertisement or a piece of promotional fluff. It's an in-depth look at what happened when you worked with one of your clients, how you solved their problems, and the results you helped them achieve.

To give you an idea of the end result, here are some examples of case study headlines:

  • Downtime Disaster (Almost) Strikes - How We Avoided Catastrophe For Customer 'A'.
  • How We Slashed Costs by 34% For Customer 'B'.
  • A Tale of Two Cities - How We Harmonised Processes For Customer 'C' Across Twin Sites.

(Do those sound tempting? If so, then your customers are likely to read them too. And they'll see the MSP as the hero).

Although case studies should be less salesy than promotional content, they need to be compelling enough to keep the reader's attention, illustrate the value of your services and include a CTA to move the prospect towards signing up with you.

Why case studies are important

You know that as a Managed Service Provider, you're a critical ally for any business, and your customer wants to know they're making the right decision when partnering with you. This means building trust in you and your services is vital when persuading leads to sign up with you.

Those leads want to know the results of working with you well before signing up. They don't want to waste precious time and may go online, search for reviews and cross-examine your reputation before they even contact you. Leaving your site increases the risk of them signing up for a competitor and means you might miss out on a customer before you even knew they were a prospect.

A case study lets you take hold of the narrative and allows potential customers to see how your company has helped similar organisations achieve their business goals and overcome challenges. This visibility gives them confidence in your ability to help their organisation.

Case studies are invaluable because they:

  • Highlight your expertise.
  • Show the value of your services.
  • Demonstrate that you have a proven track record of success.
  • Provide valuable insights into how your services have helped your clients and solved your clients' problems.
  • Allow you to differentiate your company from your competitors.
  • Give you credibility, which can help you gain trust, inspire and motivate your customers.

Case studies smooth the path by showing off your skills, building that all-important trust in your services, and making it easy for customers to say yes to you.

How case studies help Managed Service Providers sell their services

As an MSP, you know that the value of your services goes way beyond dollars and cents. By delivering a high-quality service experience, you can build your customers' trust and give them a reason to stick with you for the long haul. But how do you get your potential customers to see what makes you stand out from your competitors and choose to go with you?

Too many MSPs focus on the features of their products rather than the benefits of the services they deliver. And those benefits don't have to be measurable, such as revenue or time saved. Just as important on a human level are trust, reliability and security. Don't underestimate the value those can bring and how powerful they are at swaying your prospects. If you want to beat the competition, then demonstrating the value of those benefits is the key to unlocking more sales.

This is where case studies come in. A well-crafted case study helps you build trust by providing clients with evidence of the benefits you bring and how those benefits make a difference in the lives of real people.

Case studies also help you stand out from your competitors. By sharing case studies on your website, you'll offer a potential customer a look at your past work and previous successes - a perspective that many of your competitors may not be able to provide. This depth of content allows you to show potential customers why they should choose you over the competition.

When you show a prospect that your services will be worth their investment, they're much more likely to convert into a long-term, profitable customer.

Elements of a compelling case study

When it comes to writing a compelling case study, your goal is to guide readers from recognising their problem to understanding what the solution looks like - and how it will apply to them.

Here are the elements that each case study you write should include:

  • A clear problem that needs solving. The first thing your prospect needs to identify is the problem that needs solving and how this impacts your client. Why was your client looking for a solution? What was at risk if your client didn't do something? How did this impact their bottom line? You need to make sure the reader can relate to it. If they don't empathise with your customer's problem, why would they read any further?
  • Describe the solution. This is where you show your prospect how successful you have been at solving the same problem that they have. Tell them how you solved your client's problem and describe what steps you took to address and correct the issue. Were there any obstacles along the way, and how did you overcome them? The problem should be specific enough so that your prospects know exactly why your solution worked for this particular situation and customer.
  • Describe the benefits and results. The most critical part of a case study is explaining how your service or product positively impacted your client. What were the results? How did things change or improve after using your services? What did a successful outcome look like for your client? What are the long-term benefits that your customer sees from using your services? Are their processes more efficient now? Are they far more secure against cyber-attacks? Was there an increase in time saved for these clients after you automated processes with your software? To emphasise and prove the results, include statistics or data in this section wherever possible.
  • Taking the next step. Make it easy for your prospect to progress through a clear CTA. Reinforce what problems can be solved by using your services and clearly describe what comes next when signing up. Keep it short, hassle-free and actionable.

Bonus points:

  • Include quotes from the client. Nothing beats hearing positive feedback directly from one of your clients. It goes a long way toward removing any remaining objections and doubt prospects may have about working with you. Choose words that illustrate just how satisfied they are with working with you - like "exceeded expectations," "outstanding," "professionalism", etc., and have them quote your company directly.

Common case study pitfalls to avoid

There are a few common mistakes to avoid when creating your case studies. Here are some pitfalls and how to get around them:

  • Fluff/filler. Resist the urge to put in "fluff" or filler content that doesn't add value to the case study. For example, suppose you have a section on "The Journey So Far" that details what type of company the customer is and their location. In that case, it's likely not valuable information and you can cut it. Instead, consider adding a brief customer quote or statistics about their growth since working with your company.
  • Using technical jargon or acronyms. When writing case studies for MSPs, it's essential not to use technical jargon or acronyms unless necessary - and even then, you should explain it so that anyone reading would know what it means (like bolding and linking to another page or glossary of terms). Also, make sure you clarify any industry jargon so that readers outside of technology understand your story.
  • Too many words in general. Keep your sentences concise while still providing all the necessary details. Case studies with lots of text can turn readers off from completing them. Try using bullets and italics for quick points whenever possible instead of long paragraphs - it will help keep those eyes scanning and engaged throughout rather than getting overwhelmed by big blocks of text.
  • Don't make your case study too short, either! Case studies should provide sufficient information about both companies and how they worked together successfully. Otherwise, you risk the case study appearing incomplete. Don't leave your readers looking for more detail as they're considering the all-important decision on whether you are the right for them.

Case studies are an excellent tool for persuading your customers.

Case studies are one of the most powerful selling tools any managed service provider can use. They're an excellent way to persuade your prospects because they show how your services have already worked for other companies, which can help you overcome your prospects' objections to buying.

A case study doesn't have to be long or complicated - it just needs to tell a story about a customer who benefited from your services. Make sure you detail your customer's initial problem, what made it great for your customer, the benefits your company delivered (including metrics where possible), and how you helped them achieve their goals.

Think of them as a tool in your arsenal that proves you're the right Managed Service Provider for your target clients and sets you apart from your competitors. You can use them to:

  • Build trust with a prospective client.
  • Clearly communicate how your services benefit your customers.
  • Demonstrate your value.
  • Advertise your MSP expertise and give you credibility.
  • Demonstrate how you solve various problems that often come up for your customers.
  • Gives your prospects a chance to learn from someone else's experience.

Case studies showcase the experience of your real-world clients, are far more effective than other marketing content, and generate new business as no other marketing tactic can.

They're invaluable for any managed service provider - so why not leverage case studies and invigorate your marketing tactics today?

When a would-be customer comes along, you know they're looking for your help with a pain point.

That might be due to a new activity, scaling up to meet demand, or they're desperate to escape from a tragic competitor. Whatever the reason, they're measuring you up and want to know if you have what it takes to become their latest superstar.

They're asking one simple question: "how can I trust you to solve my problem?".

Many businesses hear that and go down the wrong track. Their website jabbers on about themselves, and they go overboard using the word 'we'. They don't show enough consideration to where their prospect has been, where they are now and where they want to go. In short, they're not giving their prospect much reason to believe they are the one to go with.

The best way to build that trust and prove you have what it takes to solve their problem is by allowing your happy customers to do the talking. Let them be the bridge that connects you. Let them show how they succeeded with your help. Let their story prove why your prospects can trust you.

Add your secret sales weapon into the mix.

Cartman's secret weapon

Cartman knows his secret weapon means we'll end up respecting his 'authoritah!'

Great, your latest prospect has started to engage. What do they see on your site? What do they hear? Are you describing your services (talking about yourself)? Are you detailing a list of features and benefits (talking about yourself, again)? Maybe you're throwing in a smattering of testimonial sentences that eulogise about how you "helped a great deal and are thoroughly recommended" (empty words, and still talking about yourself).

Ok, ok, you have to state the basics and at least tell folks who you are and what you do. But stopping there means you're missing out on the greatest sales weapon you have - bona fide, genuine customers who are so impressed by how you helped them achieve success that they're willing to share tangible proof of just how good you are.

Those customers aren't biased; there's no incentive or ulterior motive. It's not their job to make you look good. And that makes their evidence infinitely more relatable and dependable than anything your sales team can come up with. Their success story is social proof delivered on a platter.

Don't underestimate how valuable this contribution can be. Those customers are the key to building trust with new customers, and having trust in you is vital before generating any sale.

Stop selling to businesses. Start selling to people.

It's stating the obvious that how you sell anything is by providing value. Whether that's by helping your customers increase their sales, saving them time with better processes, or helping remove aggravation with smoother systems. Showing how you can move your customers from where they are to where they want to be is a given.

In B2B marketing, that's traditionally in the form of highlighting features and their associated benefits. Cold, logical, clinical.

But when you think about it, there's really no such thing as B2B marketing. Businesses don't sell to other businesses. They sell to people who use products and services to further their own business goals.

This is why any copywriter worth their salt will tell you that proving value is only one side of the marketing coin. The other is getting under the skin and playing the emotion card. Go beyond regular features and benefits, and start pushing the emotional benefits you offer.

Highlight the emotional benefits of choosing you.

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If Captain Holt gets how emotion can be used in unorthodox situations, so can you.

You may scoff here, but you really should involve emotion in your B2B marketing. Neglecting to use emotional tactics would be criminal.

Need some persuading? B2B buyers are just shy of 50% more likely to purchase when they see personal value in their decision. That could be enhanced reputation, increased chance of promotion or plain old pride and confidence in themselves. They're also eight times more likely to pay out a premium when they receive some measure of personal value from their decision.

Of course, the level of payback depends on what's riding on the outcome. If you buy some office stationery, there's little on the line if you get it wrong; it's a low stake investment, and you can replace pens and paperclips easily enough.

On the other hand, if you're pushing for a new SaaS provider or a different component supplier for your business, the risk is not just to your personal standing, and possibly your job which is stressful enough, but also to your company and any colleagues who may be adversely affected by your decision. These big calls have ramifications that reverberate far and wide, personally and professionally. So straight there, you as an individual are deeply emotionally invested in the decision.

The higher the stakes, the more apprehension, uneasiness and trepidation can sink in. Any of which can kill a sale in an instant. Minimising stress, anxiety and alleviating uncertainty about you is paramount. The purchaser needs to see signs pretty quickly that they can trust you to deliver. If they don't see that on your site, they may not get in touch, give you a second chance and move on to a competitor.

Now, you can use tactics on your website like free trials and samples, provide clarity with FAQs, and offer no quibble refunds with a clear and simple cancellation policy. But nothing, and I mean nothing, will hit home and generate trust in you better than placing great customer success stories, aka case studies, front and centre.

Case Studies: The Basics

Case studies are real stories told directly from your happy customers that detail the pain points they faced, how you helped them overcome those obstacles, and the results they've seen with your help.

They're credible, create a connection, generate empathy (and sometimes FOMO), and let you deliver a consistent message of trust across your sales funnel.

Trust that you can deliver a service your customers can rely on, a product that won't fail, and help whenever they need it.

Need some stats to back that up just how good case studies are?

  • 90% of buyers claimed case studies positively influenced their decision to purchase.
  • 77% of B2B buyers cite case studies as the most influential content when evaluating competitors.
  • 58% of leads are more likely to convert when case studies are present on your website.

Unleashing The Power Of Case Studies

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Prince Adam used old, stale copy but then discovered the power of... case studies!

Case studies are fantastically versatile. Think of them as the swiss army knife of marketing. Just one interview with a happy customer can deliver content you can repurpose at every stage in your marketing campaign.

Case studies never grow stale either; you can use them across any campaign you ever run. And as case studies are unique to your company, they can never be stolen by your competitors.

Here are a few examples of how you can use case studies across your marketing strategy:

  • Add to your email campaign and attach to newsletters.
  • Repurpose into guest posts on industry-leading publications. They love sharing success stories.
  • Recycle into awareness stage blog posts to gain traction.
  • Use as lead magnets and create interest via social media. Showcase on your homepage to build trust.
  • Smooth out resistance in critical areas like pricing pages.
  • Adapt into press releases, presentations and handouts.

Taking The Next Step

Generating trust in your services is crucial when persuading your leads to buy from you. Leads are savvy and won't buy without looking for social proof. They'll go online, search for reviews and check out your reputation before making that all-important decision.

Why not take control of the narrative, show off your best work and give your leads the evidence they're looking for?

This is where I come in.

I discover how you help your customers succeed and translate that into apathy-busting, sales-boosting case studies that give your leads the proof they're demanding.

Case studies that work 24/7/365, never grow stale and can be used across every section of your marketing strategy.

Want to turn your customer success stories into your greatest sales weapon?

Drop me an email:

And if that CTA doesn't work...

Choose me

Let's get together