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23 Case Study Questions Every Marketer Should Ask

With the right questions, you can easily conduct compelling customer interviews and craft them into case studies that provide leads with the information they need to make an informed decision.
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Case studies are an essential part of digital marketing and can persuade leads to become customers. Crafting a case study can be daunting, but with our template, you can write one easily and confidently. Take time to ask the right questions of your existing clients so you have the information you need to create an impactful and persuasive case study.

With the template "23 Case Study Questions Every Marketer Should Ask," you can quickly start your first customer case study. Download the template, use it as an editable spreadsheet, and save it in your Google Drive for ongoing use.

Plan your next case study with this template:

  • Know the right questions to ask the project manager
  • Identify the appropriate questions to ask the client
  • Interview your SMEs with confidence


What is a business case study?

A business case study is a document you create that tells the story of one of your happy customers. Business case studies place the focus on the customer and detail their transformation using your business’s product or service. The case study is meant to promote your brand and “toot your own horn,” but it also gives the customer a chance to share their experience with you. They may share about why they began searching for a new solution, their challenges finding the right solution, how they found you, and what results you’ve provided for them. This information is invaluable to prospective customers who want to know that others like them have seen value by partnering with you.

What are the major advantages of creating case studies?

Case studies are helpful not only for your business but also for prospective customers interested in learning more about your company. A major advantage of creating a case study is that you can demonstrate the value you provided to a current happy customer and show prospective customers the transformation you helped them achieve. This builds credibility and trust among prospective customers. Another advantage is that case studies promote your customer’s business, too. Everyone wins!

How do you present a case study?

There are many ways you can present a case study; it all depends on how you’d like to use the study. If you’d like to build credibility for your brand on your website, you can offer the case study as an ungated piece of content for anyone to view. If you’d like to offer a case study later on in the sales process and want to collect metrics on who views it, you can send Sales Qualified Leads (SQLs) a special link to view the case study (HubSpot is great for this!).

How long should a case study be?

A case study should explore multiple areas of the customer’s experience, but it shouldn’t be overwhelming to read. Keep in mind that highly effective case studies also include imagery to complement the data and copy. This means you’ll need to be succinct with the content you choose to include and not get too in the weeds. Highlight what’s most important about your customer’s true experience with you. One page (front and back) is usually the sweet spot.

How will you use my personal information?

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We will not collect additional categories of personal information or use the personal information we collected for materially different, unrelated, or incompatible purposes without providing you notice.
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