Case Study Creation

This drill covers the end-to-end process of creating a customer case study: identifying candidates, conducting interviews, writing the story, and distributing it where it influences deals.

Prerequisites

• At least one customer with measurable results willing to participate
• Fireflies or similar transcription tool for interviews
• Ghost or CMS for publishing
• Attio with active deals where social proof would help

Steps

1. Identify case study candidates

Pull your happiest customers from Attio using the attio-lists fundamental. Look for: high NPS scores, strong product usage, measurable results they can share, recognizable company name or role title. Reach out personally — not a mass email. Explain the value to them: exposure, backlink, being seen as an industry leader.

2. Prepare the interview

Write 8-10 open-ended questions organized around the classic case study arc:

• Situation: What was the problem before? What had they tried?
• Solution: How did they find and choose your product? What was the implementation like?
• Results: What measurable outcomes did they achieve? What changed for their team?

Share the questions with the customer 2-3 days before the interview so they can gather data and think through their answers.

3. Conduct and record the interview

Schedule a 30-minute video call. Use the fireflies-transcription fundamental to record and transcribe the conversation. Ask follow-up questions when they mention specific numbers or surprising outcomes. Let them talk — the best quotes come from unscripted moments, not rehearsed answers.

4. Write the case study

Structure the case study in three sections:

• The Challenge (150-200 words): Describe the pain in the customer's language, not yours.
• The Solution (200-250 words): How they implemented your product. Be specific about what they used and how.
• The Results (150-200 words): Lead with the biggest metric. Use their exact numbers. Include a direct quote.

Add a summary box at the top: company name, industry, company size, key metric, and a pull quote. Publish using the ghost-blog-publishing fundamental.

5. Create derivative assets

From one case study interview, produce: the full written case study, a one-page PDF for sales to attach to proposals, 3-4 social media posts with key quotes and metrics, a 60-second video testimonial clip (if recorded on video), and an email template sales can use to share the case study with similar prospects.

6. Distribute strategically

Do not just publish and hope. Send the case study to every active deal in Attio that matches the customer's profile (same industry, size, or use case). Arm your sales team with it. Share on social. Add it to your website's social proof section. Track views and influence on deals using posthog-custom-events.