When someone’s considering doing business with you, one of the first things they want to know is: “Have you done this before?” A case study answers that question with clarity and confidence. It doesn’t just say you’re capable—it shows it. In business-to-business (B2B) marketing, case studies demonstrate credibility, expertise, and results. They equip your sales team, build your brand, and enhance your marketing all at once.
There are multiple ways to create a strong case study. Here are three common approaches to consider:
Standard
The traditional case study structure is to explain the problem, solution, and results, relatively quickly and concisely. The client had a challenge. You solved it. The outcome demonstrates your value. That framework gives readers exactly what they need to know, in the order they expect to see it.
Standard case studies work well when you have measurable outcomes and a clearly defined role in the project. If the results were quantifiable—such as time saved, costs reduced, or output increased—this format is the fastest way to connect the dots. It’s also easy to replicate.
That said, the standard format does have some limitations. It can fall flat when the results aren’t clear, when the client can’t be named, or when the real value lies in more nuanced contributions that don’t fit neatly into the section headers. A standard case study that ends in, “the client was happy,” doesn’t give your audience much to go on—and can risk coming across as generic or surface-level. In that case, you might opt for a testimonial, whether in place of or as part of a case study. The key is making sure the substance is strong enough to carry the structure.
Story
Sometimes, the best way to show your expertise is to take your reader behind the scenes. A story format turns your case study into a more narrative-driven piece—something closer to a magazine article than a project summary.
Instead of sticking to fixed categories, this format allows your writer to build out creative sections with engaging headlines and a thoughtful flow. You can highlight relevant details, explain industry nuances, and provide context that helps readers understand and appreciate the full scope of the project. And if your client needs to remain anonymous, no problem—you’re telling the story from your perspective, with the client’s challenge as the jumping-off point rather than the centerpiece.
The biggest advantage of the storytelling approach is its flexibility. It gives you room to show how you think, not just what you did. But it does come with a tradeoff: it’s a longer read, and it’s less scannable than the standard format. It’s helpful to pair a story-style case study with visuals—photos, diagrams, or even simple graphics—that draw readers in and break up the written content.
If you’re writing for a more engaged audience—say, prospects already familiar with your brand or people doing in-depth research—the storytelling format is a nice way to build connection and trust with both substance and style.
Shared
When you and your client both have a great story to tell, why not tell it together? Shared or co-branded case studies turn the client into a collaborator, whether that means co-authoring the writeup, contributing firsthand quotes, or appearing in a video to walk through the project. They’re highly effective because they double as client endorsements. A collaborative case study shows that not only did you deliver results, but the client is willing to go on record and share their experience. That makes a strong impression, especially for prospects in the same industry who can see a clear path from your previous success to their desired outcome.
The process itself also adds value. Working together on the case study gives both teams a chance to reflect on what worked, celebrate the results, and align on what’s next. And if video is part of the deliverable, the result becomes even more exciting and shareable.
Keep in mind that shared case studies require buy-in. Your client has to be non-anonymous, enthusiastic, and willing to go through the review and approval process. It’s a heavier lift, but the payoff is significant when you have the right project and partner.
Which Format Is Right for You?
That depends on the story you want to tell, the type of client you’re featuring, and how you plan to use the case study once it’s live. At Netwave, we help our clients identify and execute impactful case studies. Ready to turn your work into wins? Contact us today. (And we’d be remiss if we didn’t mention to check out a few case studies of our own.)
