Case study

What it means

A case study is a detailed account of how a company solved a specific customer's problem: the starting point, the approach chosen and the measurable results achieved. It is one of the strongest proofs of expertise, because it shows real work instead of general promises.

In B2B services it carries particular weight, as a prospect can recognise themselves in it: a similar industry, a similar problem, a similar company size. It belongs in the middle and bottom of the sales funnel, where the customer is choosing between suppliers.

In content marketing it complements blog articles, white papers and testimonials. Where a testimonial is a short quote from a happy client, a case study tells the whole story with numbers, such as how much faster the monthly close became or how much tax the company saved.

How it works in practice

A good case study has a clear structure: the client and their situation, the problem and its impact, the solution chosen and why, how the work went, results in numbers and a client quote. Concrete figures convince more than adjectives, so results are worth measuring during the engagement.

It can take several forms: a web page optimised for search by industry or problem, a downloadable PDF in exchange for contact details, a presentation for sales meetings or a short video. One story can serve several channels.

For an accounting or advisory firm, a case study might describe an online shop's move to the VAT rules for EU sales, setting up reporting for an investor or resolving a tax audit. Such stories attract leads with similar needs.

What to watch out for

A case study may be published only with the client's consent, ideally in writing, and after they approve the final text. Accounting, tax and legal services are also bound by confidentiality, which cannot be breached even in good faith.

If the client does not want to be named, the study can be anonymised, but in a way that prevents easy identification by industry, region and figures. Embellished or invented results are misleading advertising and, once exposed, damage trust more than the study ever helped.