How to Leverage Case Studies for Business Development

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.

Mastering case studies unlocks bigger clients & higher-paying projects. But no one ever teaches us how to write them For the past several years, I’ve worked with professionals who want to scale their businesses and attract higher-profile clients. One of the most effective tools I’ve seen? A well-crafted case study. Here are five pieces of advice that will help you create a compelling case study, position yourself as an expert, and land your dream clients: Advice #1: Start with the Transformation When we’re first starting out, we think listing our services is enough. It’s not until we struggle to close deals that we start to ask, “What, specifically, makes me different?” It took me years to realize that clients don’t buy services. They buy transformations. Focus on the transformation you create, not just the process. Advice #2: Get a Testimonial that Sells for You We are taught there are only two ways to prove credibility: • Listing our credentials • Showcasing years of experience But as you continue on your journey, you’ll learn that neither of these alone is what makes people buy. What you need is a client’s voice, telling the story of how you changed their business. Ask questions like: What problem were you facing? Why did you choose us? How has your business changed since working with us? Advice #3: Craft a ‘Trailer’ for Your Case Study How do you capture a busy executive’s attention if they’ve never heard of you? A few things that help: • A one-page snapshot with key stats & wins • A clear before-and-after transformation • A sidebar with ‘Challenges’ and ‘Benefits’ at a glance Advice #4: Use a Storytelling Framework A quick story: One of my clients was an event producer. She had great success locally but wanted international projects with bigger budgets. To land them, she needed a case study that showcased her ability to integrate cutting-edge technology into events. We structured her case study to highlight: 👉🏽The problem her client faced 👉🏽The innovative solution she implemented 👉🏽The measurable impact on the event As soon as she had this asset, her sales team had a powerful tool for outreach. The result? More high-profile conversations and opportunities. Advice #5: Make Your Case Study Work for You Change happens slowly, and then all at once. In the beginning, don’t be surprised if you experience: 👉🏽Clients who don’t see your value right away 👉🏽Sales conversations that stall 👉🏽Missed opportunities because you lack proof This is part of the process. Read more here: https://lnkd.in/eggrHMP8 The people who now land premium clients with ease had to build their credibility first. Case studies helped them get there. Don’t make the same mistakes I did. Still stumped? Book a VIP Day with me. On a VIP Day, I help you craft a compelling case study that positions you as the obvious choice. Let’s build an asset that sells for you.

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.