Case study template.

A case study is a customer’s story about a problem you helped fix, told with numbers they’re happy to see in print. Buyers read them to answer one question: did this work for a company like mine?

This template collects everything the story needs before anyone starts writing. It has eight fields, a filled-in example on page three, and a last page with the visuals to ask for, three checks before you publish, and a 30-minute interview plan.

What is in it

Field	What goes in it	The usual mistake
1. Customer snapshot	Industry, region, size, what they use	Leaving out size, so readers can’t compare
2. The challenge	What was wrong, what it cost, what they tried	Your sales pitch instead of their problem
3. Why they chose you	The other options and the deciding reason	Skipping it because it feels awkward to ask
4. What you did	The steps, with dates and people	A list of features
5. Results	Before, after, time period and source	“Improved efficiency” with no number
6. The quote	One or two lines, approved word for word	A quote that sounds like a press release
7. The headline	The customer and the result, in one line	“Company X partners with Company Y”
8. Approvals	Who signs off on both sides, where it can run	Asking after the design is done

How to fill it in

• Interview first, write second. Fill in fields 1 to 4 on a 30-minute call with the customer. The agenda is on page four.
• The challenge. Use their words. Ask what a bad week looked like, and what it cost them in hours, money or risk.
• Why they chose you. Ask what else they looked at. Buyers reading the story are making the same choice right now.
• Results. Every number needs a before, an after, a time period and a source. If the customer can only share percentages, use percentages.
• The quote. Pick the line that sounds most like a person talking. Send it back and get it approved word for word.
• The headline. Write it last, once you know the result. Customer type plus outcome works: “How a 46-store grocery chain cut overtime.”
• Approvals. Start them the day after the interview, and ask where the story can appear: website, sales deck, ads, press.

Why it’s worth doing properly

Customer stories are some of the content B2B marketers rate highest. In the Content Marketing Institute’s B2B research for 2025, 53% of marketers named case studies and customer stories among their most effective content types, second only to video at 58%.

The two work well together, because one customer interview can feed both. Our list of testimonial video examples shows formats that start from exactly this kind of call. If you want the story on camera as well as on the page, Moonb makes testimonial videos with in-house marketing teams.