In B2B marketing, nothing builds trust like proof. When decision-makers are weighing options, a well-crafted case study can be the difference between consideration and conversion. It's where abstract value becomes tangible, and where your expertise gets to shine.

At Rodeo13, we see case studies as strategic assets. They're not just narratives, they're evidence. They show exactly how your product or service delivers outcomes. And we are not the only ones! According to a 2024 Forbes article, case studies were among the most popular B2B marketing content formats, used by 78% of marketers, and were also considered one of the most effective, with 53% rating them as such.

So, how do you create case studies that do more than inform, that actually persuade? Let’s break it down.

1. Choose the Right Projects

Not every project makes a great case study. Start by selecting examples that reflect the challenges your ideal audience is actively facing - think of research leads or procurement teams seeking tailored, impactful solutions.

Focus on quality over quantity. The best case studies showcase uncommon problems and your unique ability to solve them. Prioritize innovation, measurable results, and stories with depth and substance that truly show you subject-matter expertise.

Ask yourself:

  • Does this project highlight our strengths?
  • Is the challenge relevant to future clients?
  • Can we quantify the value delivered?

A strategic choice here ensures every case study acts as a spotlight, not just on what you did, but on what you can do next.

2. Structure With Purpose

A compelling case study should read like a mini-journey. Use this simple but effective structure:

  • Challenge: set the scene. What research question or problem was your client trying to solve? Why did it matter? Make it specific and relatable.
  • Approach: show your thinking. Outline the research design, methodologies, and rationale. Let the reader in on your process without overwhelming them with technical details, and remember that transparency equals credibility.
  • Impact: lead with outcomes. Highlight measurable results such as time saved, efficiencies gained, and revenue increased. If possible, include testimonials or insights into how the client implemented your findings — bonus points for incorporating immersive elements, such as workshops or co-creation.

Worried about confidentiality? Case studies can still be powerful, even when anonymized. You’re certainly working under an NDA, and no one expects you to reveal client secrets. Focus on what can be shared.

Use descriptive phrases in place of company names, think “a global [industry] company” instead of the actual brand. And when it comes to results, express impact in relative terms. Rather than sharing absolute figures, say something like “a X% increase in [category] sales” or a “X% YoY decrease in user churn”. This approach preserves credibility and persuasive power while respecting confidentiality.

3. Build in Storytelling

Even the strongest dataset won’t land if it’s just a list of stats. What makes a case study impactful isn’t just what happened, it’s why it mattered and what impact it had.

  • Read between the lines: don’t just present numbers, interpret them. What do they reveal about the client’s challenge, the user behavior, or the strategic impact? Look for patterns or unexpected outcomes that help connect the dots.
  • Anchor in real-world relevance: instead of saying “engagement increased by X%”, explain what that meant for the client. Did it help them justify a new budget? Shift internal priorities? Reach a new audience?
  • Close the loop: start with the client’s pain points, guide the reader through your process, and end with transformation. And very importantly, leave the reader with clarity: What changed? Why does it matter? What’s next?

Pro tip: Keep it concise, ideally under 800 words. Clarity fuels persuasion. Every sentence should contribute to the overall narrative, guiding the reader toward action or understanding without overwhelming them.

4. Make it Memorable 

Creating an engaging and unforgettable case study requires attention to both content and presentation:

  • Use storytelling techniques: engage readers by weaving a narrative. A well-told story captivates and maintains interest while conveying important information.

  • Visual appeal: incorporate charts, graphs, and images to visually represent data and concepts, making the document more accessible and easier to understand.

  • Incorporate verbatim: where possible, include quotes and client feedback to add authenticity and a personal touch to the case study (ensuring compliance with any NDAs).

  • Choose the right format: tailor your delivery to suit your audience's preferred content consumption style. Examples include one-pagers/infographics, which provide a visual snapshot of the highlights, and e-books, which are ideal for in-depth exploration.

Creating a compelling research case study isn’t just about documenting success. It’s about telling a story that resonates — one that positions your brand as the right partner for tomorrow’s challenges. Focus on real-life examples, detailed data, and engaging storytelling to demonstrate your ability to solve client challenges and deliver tangible results. 

Choose the right projects. Show your work. Tell the story. And most importantly, make it human.

If you need help creating a compelling case study, we’re here !