Thread by @amandanat

The best case study is the one that gets the job done.

It may:

• Help you close a deal
• Increase awareness
• Make miracles for you

Here's how:

Goal 1: Help you close a deal

Case study: Your ride-or-die customer

Shine a light on a customer who's your biggest fan. The customer who's most willing to provide a reference.

This case study is one you can complete fast.

Maybe their account is so straightforward, you won't need a lengthy interview.

And maybe you've even become such good friends that you're on texting terms.

This is the person who you can urgently text:

"Julie! Can you hop on a call with X media outlet today?"

"Mark, Y prospect is looking for a reference before signing on. Got 20 minutes?"

Goal 2: Increase awareness

Case study: Your high-profile customer

This is the case study that's hard to finagle because many well-known brands don't like to publicly list their vendors.

How to get them to agree? Be super specific with terms and usage.

Example of terms:

Make it clear you’ll state the users are, say, the corporate employees of a sports team (vs. implying it's the athletes themselves).

You can still benefit from the brand halo.

Example of usage:

Agree not to publish the case study. Instead, use it only for closed-door meetings with prospects.

Even if it's not publicly listed, it can still raise your profile in your niche.

Finally: Some brands won't allow their logo to be used on your site — but they'll agree to a case study.

You don't need logos to benefit from social proof.

Goal 3: Make miracles for you

Case study: Your white whale

This is the gem you're able to uncover once a year. The perfect case study that hits all the markers of success for your business.

Usually more than one of these stars align:

⭐️ Known or relatable brand

⭐️ Enormous ROI (e.g. millions of dollars)

⭐️ Significant outcomes (e.g. hours of work saved; measurable health improvements; poignant personal stories)

🤩

This is your VIP customer.

The one you save for an interview when the New York Times calls for an exclusive.

There isn't one right kind of case study — you need all three to support your sales and marketing goals.

It's your job as a marketer to get a good mix, and of course, to keep chasing your next white whale.

How to do that?

Keep an eye out for my next thread:

→ How to do your white whale case study and drive major results