Gartner Research

Crafting Case Studies to Win Business

Published: 19 June 2019

ID: G00386792

Analyst(s): Mark Stanyer


Buyers value customer case studies and are more likely to engage with providers that deliver compelling and relevant stories of customer success. Product marketers can use this research to develop effective customer stories that will increase their credibility with buyers.

Table Of Contents
  • Key Challenges


  • Targeted, Engaging Case Studies Lead to Deeper Sales Interactions
    • Many Case Studies Are a Missed Opportunity to Demonstrate an Understanding of the Business Problem
    • Simple Changes Can Improve Case Studies


  • Start With Your Target Audience — Identify the Buying Role and Understand the Stakeholders’ Situation
  • Tell a Concise and Compelling Story
  • Uncover Story Elements — Identify the Need You Satisfy as a Business Outcome
  • Bring It All Together

Case Study

  • Hypothetical Case Study Example
    • Sunburnt Insurance Achieves 10% Year-Over-Year Revenue Growth With OzAgencyPro

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.