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Case Study Checklist

Communication
Here’s a “cheat sheet” you can use to capture Strategy Group
your next Customer Success Story!
is a brand storytelling
A case study is an opportunity to tell your story – in your agency that enables B2B
customer’s voice. It’s not a sales letter or a data sheet – it’s technology, manufacturing
much more. Avoid “salesy” language as well as your internal and professional services
terminology. Industry jargon is fine, but spell out first references. companies to connect with
Remember to be as specific as possible. Whenever possible, prospects, customers and
use actual numbers, including cost savings, revenue gains, others through the power
sales growth, return on investment (ROI) and total cost of of story.
ownership (TCO) or lifetime value. Don’t be afraid to include
Let us help share your
strong customer quotes throughout your case study. You want
brand story!
to express the pain in the customer’s voice in remembering
the challenges faced – and the joy felt as your company Offering:

helped overcome obstacles.

Customer Description
o Who is the customer?
Brandtelling & Visuals
o What do they do? • Marketing Coaching

o Who/what industry do they serve? • Brand Storytelling Workshop

o What is their unique value proposition? • Brandtelling Development

• Logo / Corporate Identity

o What are they famous/recognized for in the industry? Development
o What makes this customer instantly recognizable? • Brand Style Guide
Development
The Challenge
o What situation did the customer need to change
or improve?
o What need/awareness precipitated the action –
problems they were having, systems affected? Public Relations

o How widespread was the problem? • News Release Writing

Local, regional, global? • Media Outreach

• Bylines & Contributed

o Were there special issues or challenges they faced?
Articles
Industry guidelines? Government regulations?
Compliance requirements?
Your Relationship
o What was your relationship with the customer? New
customer? Existing customer?
o How did the customer find out about you/your solution?
Content Marketing
o What other products/services did the customer
• White Papers & eBooks
investigate/compare to yours? What didn’t work out?
• Bylined Articles & Insight
o Who was involved from your company? Papers

• Website & Microsite

o What was the benefit your company provided that the
Development
customer could not find elsewhere?
• Case Studies / Success
The Solution Stories

• Data Sheets / Sell Sheets

o What steps did you take to solve the problem?
• Infographics / Explainer
How was the solution developed?
Graphics
o What were the customer’s expectations? • eMail Campaign Creation
o How was your product or service implemented/ • Videos & Podcasts
executed/deployed? • Executive Blog Posting

o What was the scope of work? Did it change during • On-hold Messaging
implementation?
o Was there any downtime, service disruption, or special
issue during the implementation? If so, how did you help
the customer work around it?
o What were the specific technologies/products/services Media & Presentations

involved? (This can often be handled as a boxed • Custom Presentation

Development
“Tools” section.)
• Executive Bios & Media
o Were there any special skills required to implement Training
the solution?
• Trade Show Display Graphics
o Were there any project management issues? • Presentation Training
Surprises – good or bad? Stories from the deployment?
o How long was it before your product/service/solution and more...
was up and running at 100%?

The Results
o How well did your product/service/solution solve
your customer’s problem?
o What can customer do now that it couldn’t before?
o How did your company distinguish itself?
o What’s next?
o What does the customer think about your
company now?