Case Study Publication Strategies

Most brands create case studies. Few make them compelling enough to drive real conversions. Anthropic, the AI company behind Claude, gets 60K+ organic visitors per month— Not by shouting about AI, but by structuring customer stories the right way. And optimizing content for real user problems. Here’s how Anthropic nails customer success stories: 1. The “Before” struggle: → They don’t just say, “Our client needed automation.” Instead, they paint a relatable picture: → “The legal team spent 15+ hours a week manually summarizing contracts, leading to delays and backlogs.” 2. The Claude factor: → They don’t just say, “Claude improved efficiency.” They highlight exactly how: → “With Claude, contract review time dropped from 15 hours to 3.” 3. The Aftermath & Impact: → They close the loop by showing the tangible business outcome: → “This time savings led to 25% faster deal closures, allowing the team to onboard more clients without hiring.” But Anthropic goes beyond storytelling too. Here’s their growth playbook: a. SEO without the jargon: → Instead of chasing broad AI keywords, they optimize for specific user searches, like “AI for contract analysis.” b. Educate first, sell later: → Their blog isn’t just about Claude; it answers pain points. → e.g., “How secure is AI in legal workflows?” → Thus, positioning them as trusted advisors rather than just another AI vendor. Now, here’s how you can apply this to your strategy: 1. Make customer success stories feel real: → Frame them as a journey (Problem → Solution → Impact). 2. Use specific numbers: → How much time, money, or effort was saved? 3. Optimize content for actual searches: → Not just generic industry buzzwords. A great case study isn’t about you— it’s about how your product makes life better for them. What’s the best customer story you’ve read recently? Comment them below.

Case studies are (by far) the most underutilized GTM asset. When deployed effectively: they build trust, accelerate sales cycles, reduce time to close, and drive tangible TOFU pipeline impact. Here are some recs from our playbook @ Verbatim: 1. Automate the basics - Add case studies to onboarding and nurturing flows - Retarget site visitors with real customer quotes/wins 2. Repurpose for social - Break down key takeaways into LinkedIn posts - Turn standout quotes into visual carousels - Run a monthly “customer spotlight” series 3. Activate your internal team - Equip them with blurbs + LinkedIn snippets - Let your team personalize, not copy-paste 4. Embed deep in the funnel - Case studies tailored to target industries - CTA links in sales decks + demo follow-ups 5. Link from high-traffic pages - Homepage, pricing, and solution pages - Not buried in your standard blog section 6. Keep sales decks fresh - New case studies monthly - Rotate by vertical and use case 7. Use fresh customer data to validate ROI - Share with your partner network - Make it effortless for partners to share - Keep them up to date with recent proof points 8. Build a “wall of love” as a standalone LDP - Pull your best customer quotes - Stack them on a testimonials page - Link to the full stories for added context If you're investing in customer stories, don’t just hit publish. Design a real distro strategy that maximizes touchpoints.

Make your case studies organically searchable. By this I mean, putting them on your blog. Listen, you can have your case studies on that special section on your site and still have them optimized. But that’s not what I’m talking about here. I’m talking about turning those case studies with the same ole structure of: Challenge Solutions Results Into very actionable content for your blog. How do you do that? You focus on the HOW they achieved the results. You focus on the unique actions they took. The unique ways that they used your product. Most case studies focus on the results bc they think that’s what compels customers to convert. That’s not necessarily true. You see, most customers think they can figure out how to do the thing on their own. Or they have a hard time seeing what sets you apart from other brands in your space. Case studies turned into helpful, actionable articles help them to clearly see your differentiators. It also gives them a chance to see just how involved certain actions are. They’ll also see you as an expert at what you do, because you’re clearly explaining each step in a way they probably haven’t seen before. They learn to trust you. So how do you execute this? 1. Have a writer that knows how to position content at the bottom of the funnel. This is a skill. Not an automatic that comes with any writer. 2. Let that writer be part of the interview process. 3. Don’t focus too much on trying to get a certain outcome with the interview. A lot of interviews boil down to the same few questions when really, you should let the interview lead itself. If you’re talking with them and hear a nugget that sparks further conversation, or that you think audiences would want to hear more about… go with it. Too many times I’m going over transcripts and really wish they’d gone deeper on something. 4. Lead with HOW, instead of results. 5. Find all the ways they uniquely used your product. Did they customize anything? Did they use one of your features more successfully than other brands? Dig deep. 6. In writing the article, focus on explaining the how. Start with the results. Then go into how to achieve them. It’s a real game changer when you can nail it.

Had this weird realization about case studies recently... Been sitting in on sales calls (not talking… just observing), and noticed something odd: 👀 The polished case studies we spend weeks perfecting? Yeah, the sales team barely touches them. Instead, they're sharing what I'd call the 'messy middle' stories. You know the ones: • That customer who almost quit in month 2 • The team that struggled with integration • The rollout that went sideways before it went right • The "here's what I wish we knew earlier" conversations Meanwhile, our published case studies read like fairy tales: 🚩 "Company X achieved 146% ROI in 3 months with zero hiccups!" We were displaying perfect implementation from day one! (Let's be real... who actually believes that?) Look, I get it. We want to look good. Show our best side. Paint the perfect picture. But here's the thing - prospects aren't buying the highlight reel. They want the dirty, worked-up, behind-the-scenes footage. Because every decision maker is thinking: 🫤 "Yeah, but what if it doesn't work for us?" ❌ "What if my team hates it?" (FYI teams always hate new tools… I’d know) So, I started rethinking my whole approach to case studies: ➡️ Less "everything was perfect" ➡️ More "here's what we learned" ➡️ Less "instant success" ➡️ More "this is how we figured it out" Truth is, a story about someone who struggled and succeeded is way more powerful than a story about someone who just... succeeded. (weird I know… but it is what it is) Just my 2 cents after too many sales call eavesdropping sessions. 🏃🏼➡️🏃🏼➡️

KlientBoost has +317 published case studies. This kept our CAC under $1,000 even at $20M ARR. Here's how: 𝗧𝗛𝗘 𝗠𝗘𝗡𝗧𝗔𝗟𝗜𝗧𝗬 If the goal of brand marketing efforts is to appeal to the emotional side of our future buyers and get into their narrow consideration set… Social proof (case studies, testimonials, reviews) is designed to appeal to their logical side. So, from day one of KB, we decided we’ll build a Rolodex of case studies with brands from every vertical, revenue size, buyer type, etc. We wanted every prospect to be able to see a success story we’ve created in partnership with a brand that’s similar to them. Here are just a few of those case studies: 🏆 Segment: 195% of conversion goal reached, CPA 12% under goal & for the 1st time ever paid acquisition generated more SQLs than organic 🏆 Salesloft: 27% increase in conversions, 20% decrease in CPA, 15% increase in conversion rate 🏆 Airbnb: 7% decrease in cost per conversion, 25% decrease in cost per click, 22% increase in CTR 🏆 Podia: 24% increase in conversions, 37% decrease in CPA 𝗧𝗛𝗘 𝗣𝗥𝗢𝗖𝗘𝗦𝗦 If a prospect looks at G2 reviews, they’ll see that our biggest competitor has 8, and KlientBoost has 356. If they look at Clutch, the competitor has 54 while we have 377. Those two 4.8 ratings are suddenly not the same, right? Here’s our process for getting all these 5-star reviews & case studies: ✅ We’ve optimized our processes to deliver client wins very early (63% ROI increase on average in the first 3 months) ✅ In that first quarter, if NPS is 9 or 10, and we’ve hit our goals, we ask for a review ✅ Once we have a review, we’re halfway done with the case study, so we ask the client for a permission to do the full case study (90% of the time we get it) ✅ Account manager pulls out the biggest wins and finalizes the case study with the client and we publish it ✅ After these early wins, we ask clients for more trust and the mandate to work on bigger things ✅ Then we produce bigger wins and repeat this whole process Any business can benefit from this loop, so feel free to borrow it. 𝗪𝗛𝗔𝗧’𝗦 𝗡𝗘𝗫𝗧 As our content advisor pointed out, KlientBoost serves some of the greatest brands like Gong, G2 and Ramp… But people have to dig through our profiles and website to learn this. So now we’re working on properly highlighting all these case studies and client wins, especially here on LinkedIn. If you have some ideas, do let me know 🤘🏻

You have great results. But you’re not presenting them in the right way to prospects. The right case studies make all the difference to your trust, credibility & close rate. You have to: - Focus on a company in the same industry and a key person with a similar title to the one you’re targeting. - Make them relevant and show you’ve “been there, done that” in a scenario similar to the one your prospect is facing. - Start by spinning the story about the organization, their goal, the business issues they faced, the problems they encountered, and the value you brought to the table. Include metrics for each section to activate the listener. For example, you might say: "We helped Acme Corporation, which was facing similar challenges, achieve a 32% reduction in costs and a 12% increase in productivity." You have to AVOID: - Talking too much about the solution and not the impact it had. Prospects are interested in the results you achieved, not the step-by-step details of how you got there. Evolve your case studies based on the sales journey: - Early in the conversation, a 30-second reference story that highlights your credibility and value is ideal. This “credibility introduction” quickly establishes your expertise and relevance. - For example, you might say: "At the beginning of our research with Acme, we identified their top challenges and delivered a solution that reduced their operational costs by 32%." - Later in the sales process, when you’ve earned the right to share more detailed stories, you can provide a more in-depth case study. This allows you to delve into specific problems your prospect has mentioned and how you’ve solved similar issues for others. You have to match the right case study to the right stage in the sales journey. The best salespeople can pull out the right story at the right time, tailored to the specific needs and concerns of their prospects. Know your case studies inside out. Practice them. You’ll become a master. P.S: Follow me for more content like this.