B2B Customer Case Study Creation for Marketing Teams

Create compelling case studies that convert prospects into customers. This Tallyfy template walks you through finding the right client story, conducting great interviews, and producing polished content that your sales team will actually use. **Details:** 2-3 weeks typical duration | Moderate difficulty | 1-2 people (content writer + marketing manager) | Best for: SaaS companies, agencies, consultancies, and any B2B business wanting to showcase customer success stories for sales enablement and content marketing.

10 steps 2 automations

Management Consulting casestudy

Import this template free

Process steps

Identify your ideal case study candidate

2 days from previous step

task

Start by finding the right customer story. Look for clients who have had measurable success with your product or service. The best candidates are ones who can speak specifically about the problems they faced and the results they achieved. Don't just pick anyone - choose someone whose situation will resonate with your target audience.

Get written permission from the client

3 days from previous step

task

Before you do anything else, get formal approval. Send a simple email or use your standard agreement form. Explain how you'll use their name, logo, and story. Most clients are happy to help - it's free marketing for them too. But skipping this step can cause real problems later, so don't rush past it.

Send a pre-interview questionnaire

5 days from previous step

task

Give your client a heads-up about what you'll ask. A short questionnaire helps them think through their story before the real interview. Include questions about their initial challenges, why they chose you, and what results they've seen. This saves time during the actual conversation and gets you better quotes.

Conduct the interview

7 days from previous step

task

Schedule 30-45 minutes for a real conversation. Don't just read your questions - listen and follow up on interesting points. Record the call if they're okay with it. The best quotes often come from unexpected tangents. Ask open-ended questions and let them tell their story naturally.

Form fields in this step

Interview recording link

Best quotes from interview

Gather supporting data and metrics

9 days from previous step

task

Numbers make your case study believable. Ask for specific results: revenue increases, time saved, cost reductions, or efficiency gains. Screenshots, before/after comparisons, and charts add visual proof. If exact numbers are confidential, work with ranges or percentages instead.

Form fields in this step

Key metrics and results *

Supporting files and screenshots

Write the first draft

12 days from previous step

task

Structure it like a story: challenge, solution, results. Start with who the client is and what problem they faced. Then explain how your product helped. End with the measurable outcomes. Use direct quotes liberally - they're the most convincing part. Keep it under 1,500 words unless you're creating a deep dive.

Form fields in this step

Draft document *

Internal review and editing

15 days from previous step

approval

Before sending to the client, get a fresh pair of eyes on your draft. Have a colleague or manager check for typos, confusing sections, and whether the story flows well. Make sure all claims are accurate and any confidential information is handled correctly. This internal quality check prevents embarrassing mistakes before the client sees it.

Form fields in this step

Reviewer feedback and edits

Create design assets

17 days from previous step

task

A polished case study needs visuals. Create a header image, pull out key stats for call-out boxes, and format any charts or screenshots. If you have a PDF version planned, work with design on the layout now. Social media graphics showing the key results will help when it is time to promote.

Form fields in this step

Design assets

Get client approval on the final version

19 days from previous step

task

Send the draft back to your client before publishing anything. They'll catch errors, suggest better phrasing, and may want to remove sensitive details. Give them at least a week to review. This step protects you legally and builds trust - nobody wants to be surprised by their own case study.

Form fields in this step

Client approval status *

Publish and promote the case study

21 days from previous step

task

Put it on your website, share it on LinkedIn, include it in sales emails, and add it to your pitch decks. A case study that nobody sees is worthless. Send a copy to your client too - they'll often share it with their own network. Track which case studies get the most engagement so you know what resonates.

Form fields in this step

Published case study URL *

Promotion channels used