Gartner Research

Crafting Case Studies to Win Business


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.

Published: 19 June 2019

ID: G00386792

Analyst(s): Mark Stanyer

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

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