When I talk with senior brand marketers, what do you think is one of the top themes that comes up over and over?
They want to know how other companies are solving the same problems they face. That’s why case studies are powerful in your business development efforts because they help marketers imagine your agency tackling their challenge.
But most agency case studies don’t deliver.
They often feel more like portfolio samples than decision tools, showcasing the work but not the thinking behind it, the results but not the context that makes them meaningful. Senior brand marketers are left wondering if any of it relates to their situation.
If you want your case studies to help you win business, focus on these seven key elements:
1. A clear problem-solution fit.
Begin with the specific challenge your client faced and explain why it was important. If a CMO doesn’t see their own problem in your story, they’ll lose interest.
2. A similar type and size of company.
Industry, company size, budget, and complexity all count. Prospects want to see that you have experience in situations similar to theirs.
3. Real, believable results.
Avoid vanity metrics. Share clear outcomes, timelines, and starting points. Being believable is more important than showing off big numbers.
4. A distinct approach.
Describe how you solved the problem differently from other agencies. Brand marketers are interested in your unique approach.
5. Insight that changed the direction.
Highlight the moment you discovered something others missed. That insight is what shaped your strategy.
6. Impact beyond the numbers.
Did you help teams work better together? Did you fix a broken process or create new growth opportunities? CMOs value these kinds of results too.
7. Proof through quotes or signals.
Client quotes, company logos, or awards help build trust and show proof.
Great case studies do more than just show your work.
They reveal your approach to problems—what CMOs need to know to trust you with their next challenge.
