Write a Compelling B2B Case Study / Customer Success Story

Name: Write a Compelling B2B Case Study / Customer Success Story
Rating: 4.9 (49 reviews)

Learn to write case studies & customer success stories with Alan Sharpe's proven copywriting and content writing advice

Highest Rated

Created byAlan Sharpe

Last updated 5/2024

English

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What you'll learn

How to interview a customer to get the facts needed to write a case study
How to format a case study to give it a logical and compelling flow
How to write each of the four sections of a case study so that they showcase the customer's success with your solution
How to title your case study so that it attracts your prime prospects

Course content

4 sections • 22 lectures • 1h 54m total length

Understand the The Who, What, Why, Where, When & How of Case Studies4:34
Learn how to craft marketing case studies that tell a customer success story. Focus on the who, what, why, where, when, and how to prove relevance and results to buyers.
Anatomy of a Case Study3:32
Explore the anatomy of a B2B case study using a proven seven-component template—title, company, situation, solution, pull quote, results, and call to action—to tell a customer success story.
Pick the Best Customer6:15
Pick an ideal customer for your b2b case study by ensuring measurable results and industry relevance, and secure their willingness to go on the record for a persuasive before-and-after story.
Prepare for Your Customer Interview8:26
Prepare for your customer interview to craft a strong case study by selecting the right interviewee, asking open-ended questions, and securing a verbatim transcript of company, situation, solution, and results.

Ask about the Company6:03
Learn to structure a case study by interviewing the customer about the four core parts—company, situation, solution, results—and focus on relevance to buyers when describing the company.
Ask about the Situation8:46
Create compelling b2b case studies by interviewing customers to describe the situation and pains, then link a solution to measurable results through four sections: company, situation, solution, results.
Ask about the Solution7:49
Discover how to craft the solution section of a B2B case study by interviewing internal teams and customers, detailing steps, criteria, and after-sales support that address the prior situation.
Ask About the Results8:33
Learn to publish a marketing case study that proves measurable results by detailing specific KPIs and metrics in the results section, and by interviewing customers for concrete testimonials.

Turn Your Transcript Into an Outline8:03
Turn customer interviews into a compelling case study outline by recording, transcribing, and segmenting the transcript into four sections: company, situation, solution, and results.
Write About the Company7:06
Describe the customer as a global cosmetics brand with 24/7 outsourced IT helpdesk support in English and Spanish, aligning their profile with our capabilities.
Write About the Situation8:38
Describe Rafiq's situation with a tight, consequence-focused narrative, citing 25-minute speed-to-answer and rising billing issues, including the RFP and switch to tech answers for global presence.
Write About the Solution4:18
Translate interview bullets into a coherent paragraph showing onboarding, user request reviews, and regulatory compliance with Sarbanes-Oxley and cosmetics industry standards for outsourced IT helpdesk.
Write About the Results6:34
Learn how a case study proves impact in the results section by showcasing three measurable outcomes—improved customer satisfaction, faster speed to answer, and shorter handle times—often via customer quotes.
Write the Extras5:23
Add optional extras to a B2B case study—call to action, company blurb, pull quotes, and sidebars—complementing the mandatory four sections (title, situation, solution, results) for clear reader guidance.
Write the Title8:35
Create a compelling case study title by naming the customer and solution, stating the measurable results, and using a bold headline and optional subhead for multi-channel impact.
Use ChatGPT to Summarize Your Case Study with AI Text Content Generation5:28
Learn to summarize a case study with ChatGPT by outlining four sections—company, situation, solution, and results—and craft prompts to standardize an ERP across divisions, as shown with Asia Electro Limited.
Mistakes to Avoid when Writing Case Studies6:16
Identify the primary audience and craft a narrative that frames a client problem, journey, and measurable outcomes, supported by quotes, visuals, and updated, easily discoverable b2b case studies.

Requirements

Students should have a basic understanding of sales and marketing concepts
Students should have fluency in written English

Description

If you want to generate more leads and win more deals, learn how to write awesome marketing case studies. A case study is a type of marketing content that tells the story of how a customer achieved success with your product or service.

The secret to your success is picking the right customer, and asking them the right questions. When you pick an awesome customer, and when you get them to give you equally awesome answers to your questions, you end up with, you guessed it, an awesome case study.

I’m Alan Sharpe, and welcome to my course on how to write amazing B2B case studies. I designed this course for salespeople, marketers, content writers, copywriters and anyone else who has to generate B2B leads and nurture B2B leads with the written word.

Sales and marketing leaders consistently rank case studies as one of the most effective pieces of sales collateral in their toolbox. In this course, I teach you step by step how to write them.

I teach you how to:

pick the right customer
match your case study to your intended reader
prepare for your customer interview
ask the right questions and follow up questions
turn your interview transcript into an outline
turn that outline into a powerful, logical, compelling, persuasive case study

In this course, you learn how to write your case study title, the four mandatory sections, and the four optional extras of every case study. Look over my shoulder as I start with a blank screen and write a B2B case study from scratch, guiding you every step of the way. Learn the things you must do, the blunders you must avoid, and the best practices you must follow to make your case studies awesome, and effective.

I have been writing marketing case studies for more than 30 years. I have been interviewing business leaders and turning their answers into compelling case studies since before the internet was a thing. In this course, I show you all that I’ve learned the hard way along the way.

If you need to write case studies that help you secure more sales appointments and win more deals, check out the detailed course description below. Watch the free preview lessons. Read the reviews from my satisfied students. Then enroll now.

Who this course is for:

Salespeople who must generate and B2B nurture leads
Copywriters who must write compelling customer success stories
Content marketing writers who are tasked with writing case studies
Content writers who are tasked with writing case studies
Marketers who must write compelling customer success stories

Write a Compelling B2B Case Study / Customer Success Story

What you'll learn

Explore related topics

Course content

Prepare for Success4 lectures • 23min

Interview Your Customer4 lectures • 31min

Write Your Case Study9 lectures • 1hr

Course Extras5 lectures • 1min

Requirements

Description

Who this course is for: