Case Study Creation Kit

CUSTOMER SELECTION

Selection Criteria

Criteria	Weight	Candidate 1	Candidate 2
Strong results (quantified)	30%
Brand recognition	20%
Willingness to participate	20%
Story appeal	15%
Target segment match	15%
TOTAL	100%	/100	/100

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Internal Coordination Checklist

• CSM/Account owner notified
• Account health verified (NPS, renewals)
• Executive sponsor identified
• Legal requirements reviewed
• Incentives defined (if any)

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CUSTOMER OUTREACH

Outreach Email Template

Subject: Would you like to be featured in a case study?

Body:

Hi [Name],

We're thrilled with the results you've achieved with [product] — [specific result].

We'd love to share your success story with our community. As a featured customer, you'd get:

• Visibility in front of [audience]
• Opportunity to showcase your innovation
• [Any other incentives]

The process is simple: a 30-minute interview + your approval of final content.

Would you be open to a quick chat about it?

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INTERVIEW FRAMEWORK

Interview Questions

Challenge:

1. What was the situation before [product]?
2. What specific problems were you trying to solve?
3. What had you tried before?
4. What was at stake if you didn't solve this?

Solution: 5. Why did you choose [product]? 6. What was the implementation like? 7. How did you get buy-in internally?

Results: 8. What results have you seen? 9. What surprised you most? 10. What would you tell someone considering [product]?

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Quote Extraction Tips

Good Quote	Bad Quote
"[Product] cut our [metric] by 40% in the first quarter."	"We really like working with them."
"Before, we were spending 10 hours a week on [task]."	"It's been helpful."
"I'd recommend this to any [role] struggling with [problem]."	"We're happy customers."

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PRODUCTION

Case Study Structure

1. HEADLINE
   - Format: How [Company] Achieved [Result] with [Product]

2. SNAPSHOT (sidebar)
   - Company:
   - Industry:
   - Size:
   - Use case:
   - Key results: (2-3 bullets)

3. CHALLENGE
   - Context (2-3 sentences)
   - Specific problems (bullets)

4. SOLUTION
   - Why they chose us
   - Implementation highlights
   - Key features used

5. RESULTS
   - Key metrics (with numbers)
   - Customer quote

6. ABOUT [CUSTOMER COMPANY] (optional)

7. CTA
   - "See how [Product] can help your team"

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One-Page Summary Template

Section	Content
Logo + Company
Headline stat
Challenge (1-2 sentences)
Solution (1-2 sentences)
Results (3 bullet metrics)
Quote
CTA

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