Overview
Transform customer successes into compelling proof points that drive pipeline. This skill encodes the interview techniques, story structures, and production processes that create case studies buyers actually read and trust—not generic success stories that sound like marketing fluff.
When to Use This Skill
- Case study planning — Identifying and prioritizing customer stories
- Customer interviews — Conducting effective case study interviews
- Content creation — Writing case studies that resonate
- Multi-format production — Creating PDF, web, video, and one-pager versions
- Distribution — Enabling sales to use case studies effectively
Case Study Selection
Candidate Prioritization
Score potential case studies (1-5 each):
| Criterion | Weight | Questions |
|---|---|---|
| Results strength | 30% | How impressive and quantifiable are outcomes? |
| Brand recognition | 25% | Is this a logo that opens doors? |
| Story quality | 20% | Is there a compelling narrative arc? |
| Customer willingness | 15% | How eager are they to participate? |
| Strategic fit | 10% | Does it align with target market priorities? |
Interview Framework
Interview Structure (45-60 minutes)
The Challenge (15 minutes)
| Question | Purpose |
|---|---|
| "Take me back to before [product]. What was happening?" | Establish the 'before' state |
| "What specifically wasn't working?" | Surface pain points |
| "What was the cost of this problem?" | Quantify the pain |
| "What was the breaking point?" | Identify the trigger moment |
The Solution (15 minutes)
| Question | Purpose |
|---|---|
| "How did you discover [product]?" | Buyer journey insight |
| "What made you choose us over alternatives?" | Differentiation proof |
| "What was the implementation like?" | Address risk concerns |
| "What was the 'first win' moment?" | Early value realization |
The Results (15 minutes)
| Question | Purpose |
|---|---|
| "What's different now compared to before?" | Transformation |
| "Can you put numbers to that improvement?" | Quantification |
| "What would you tell someone considering [product]?" | Testimonial quote |
Story Structure
Standard Case Study Format
1. Headline Format: "[Customer] achieves [specific result] with [Product]"
2. Snapshot Box
- Company, Industry, Size
- Challenge (one line)
- Solution (one line)
- Key Result (with number)
3. The Challenge (1-2 paragraphs)
- Set the scene
- Specific pain points with impact
- Why change became urgent
4. The Solution (1-2 paragraphs)
- Why they chose you
- Implementation experience
- Key capabilities used
5. The Results (2-3 paragraphs)
- Primary quantified outcome
- Secondary benefits
- Customer quotes validating results
6. Call to Action
Multi-Format Production
| Format | Length | Primary Use |
|---|---|---|
| Full PDF | 2-4 pages | Website, email |
| Web version | 800-1200 words | SEO, browsing |
| One-pager | 1 page | Sales leave-behind |
| Slide | 1 slide | Sales decks |
| Video | 2-3 minutes | Website, social |
One-Pager Template
┌─────────────────────────────────────────────────────┐
│ [CUSTOMER LOGO] [YOUR LOGO] │
├─────────────────────────────────────────────────────┤
│ HEADLINE: [Customer] achieves [Result] with [You] │
├─────────────────────────────────────────────────────┤
│ THE CHALLENGE │
│ [2-3 sentences on the problem] │
├─────────────────────────────────────────────────────┤
│ THE SOLUTION │
│ [2-3 sentences on what they did] │
├─────────────────────────────────────────────────────┤
│ THE RESULTS │
│ ┌───────────┐ ┌───────────┐ ┌───────────┐ │
│ │ 40% │ │ $250K │ │ 3x │ │
│ │ Time Saved│ │ Savings │ │ Faster │ │
│ └───────────┘ └───────────┘ └───────────┘ │
├─────────────────────────────────────────────────────┤
│ "Quote from customer about results." │
│ — Name, Title │
└─────────────────────────────────────────────────────┘
Writing Guidelines
| Do | Don't |
|---|---|
| Let customer voice shine | Make it sound like marketing wrote it |
| Use specific numbers | Use vague superlatives |
| Tell a story | List features |
| Show transformation | Just describe current state |
Approval Process
Customer Approval Template
Subject: Your case study draft - review by [date]
Hi [Name],
Attached is the draft case study based on our conversation. Please review:
- Is everything accurate?
- Any quotes you'd like to adjust?
- Anything you'd like to add or remove?
If I don't hear back by [date], I'll assume it's approved.
Resources
references/
- interview-guide.md — Complete question library by scenario
- writing-style-guide.md — Voice, tone, and formatting standards
assets/
- case-study-template.docx — Full case study format
- one-pager-template.pptx — One-pager design
