Case study
What is a case study?
In marketing, a case study is a customer story: who the customer is, the problem they faced, how they used the product and what changed, ideally with specific results and quotes. It is one of the most persuasive forms of social proof, especially in B2B.
Why a case study matters
Prospects want evidence that a product worked for someone like them. A specific, honest story is more convincing than a list of features.
Related marketing terms
A testimonial is a short statement from a real customer about their experience with a product, shown to build trust with prospects.
Social proof is the tendency to trust what others do and say: reviews, testimonials, user counts and creator recommendations that reassure buyers.
Founder-led sales is when a startup’s founders sell the product themselves in the early days, before hiring a sales team.