I spoke with FLIR Systems’ marketing director about how case studies power their sales cycle, from approval hurdles to picking the right stories. Practical lessons from a real B2B case study strategy.
Content marketing
From start to finish: How to complete a case study writing assignment, stress-free
Case study writing shouldn’t be chaos. Meet the BRICS method — Brief, Research, Interview, Creation, Sign-off — a simple, repeatable process that takes you from assignment to approved story.
7 things I’ve learned in 15 years of case study writing
Case studies aren’t sexy, but they work, and they’re not going anywhere. Seven honest lessons from fifteen years of writing them, from why interviews matter to why B2B companies need them.
Are you a customer storyteller?
Zapier once hired for the job title ‘customer storyteller.’ What does it actually take to do that work well? Five traits every great case study writer needs, from curiosity to persistence.
How to nail your next case study interview
A case study interview is nerve-wracking: you usually get one shot to nail it. Discover 7 practical tips to ask open-ended questions, keep the conversation flowing, and land great quotes.
Why I don’t believe in Frank Sinatra
The “Frank Sinatra Test” says one big-name customer story is enough to build trust. I disagree. Here’s why chasing a single huge reference can actually make your success stories less relatable.