Case studies are proof, not promotion
The difference between marketing copy and a case study is credibility. Marketing says "our product is great." A case study says "here is a specific customer who achieved specific results." For external agents who need to build trust with prospects quickly, this proof is invaluable.
The structure that works
The customer and their challenge
Start by describing the customer: their industry, size, and the specific problem they were facing. Use enough detail that prospects in similar situations recognise themselves.
For example: "A mid sized logistics company in Melbourne was spending 20 hours per week on manual dispatch scheduling, leading to frequent errors, missed deliveries, and frustrated drivers."
What they tried before
Mention previous attempts to solve the problem. This shows that the challenge was real and that simpler solutions did not work. It also pre empts the objection "why would not they just use X instead?"
The solution
Describe how your product addressed their challenge. Focus on the implementation experience: how long it took, how much disruption it caused, and what support was involved. Prospects want to know what adopting your product actually looks like in practice.
The results
This is the most important section. Use specific numbers wherever possible. "Reduced scheduling time from 20 hours to 3 hours per week" is compelling. "Significantly improved efficiency" is not.
Include both quantitative results (time saved, revenue increased, costs reduced) and qualitative outcomes (staff satisfaction, customer feedback, peace of mind).
A quote from the customer
A direct quote from the customer adds credibility that nothing else can replicate. It does not need to be polished. In fact, natural language is more believable than corporate speak.
Length and format
Keep case studies to one page or a maximum of 500 words. Agents need to share these quickly, sometimes during a call. A ten page deep dive is academic research, not a sales tool.
Create both a designed PDF version for formal sharing and a plain text version that agents can paste into emails.
Building your case study library
Aim for diversity in your library. Different industries, different company sizes, different use cases, and different geographies. When an agent is talking to a healthcare company in Brisbane, they need a case study from a similar business, not a tech startup in New York.
Getting customer permission
Always get written permission before using a customer's name and details in a case study. Some customers prefer to remain anonymous. In that case, use their industry and location without their company name.
Distribution through Zepys
Attach case studies to your product listing on Zepys so every agent has immediate access. When you create new case studies, notify your agent network so they can incorporate them into their selling conversations.