When done correctly, a case study is an excellent way to demonstrate your company’s strengths, highlight customer successes, and engage prospects.

But you get content for creating an authentic and believable case study only when you go into an interview with a customer who has a great story to share. By preparing with thought-provoking questions, you can collect quality information to create a relatable case study for your readers.

In this blog, we share with you 13 questions you must ask your clients for creating a gripping case study.

P.S.: Here’s a step-by-step guide on how to create compelling B2B case studies with the right structure and a few examples.

Ask These 13 Questions To Create A Stellar Case Study

Crafting a case study that speaks to your client’s needs and engages them is a delicate process. To help you get started, we’ve put together a list of 13 questions to ask your client before starting work on a case study:

  1. What were the key pain points they were looking to address before using your product or service? - To get started, ask your clients some questions about their business and how they currently operate. This will help you understand the challenges they’re facing and the areas in which your product or service could be of use. From there, it’s easy enough to start developing solutions that address those challenges. Simply by understanding what’s going on inside your clients' businesses, you’ll be able to provide them with solutions that matter.

    Write down all the challenges your client faced during their business. For example, if you’re writing a case study for a marketing automation platform, your client might tell you that they were having a hard time finding the best marketing leads because they were sending out a hundred different emails to different people in their target audience.

  2. What were they looking for in a solution? - Know what your clients were looking for. Start by asking them what their specific needs are. This will help you to tailor your solution to meet those needs specifically.

  3. How long had they been looking for a solution to their problem and if they considered any other solutions? It’s likely that they’ve tried many different solutions and failed before ever reaching you. Ask them this question specifically as this will give insights into how valuable your offering is. You can showcase in your case studies how you are better than your competitors. Or it could also be that it is the first time they were using a product like yours. In either case, you can highlight how your solution is the best in the marketplace.

  4. What was their experience after implementing your solution? - Ask your clients questions about their experience with your product or service. This will help you to better understand how it worked and whether they were satisfied with the results. It’ll also give you valuable insights into how you could improve it in the future. By doing this, you’ll be able to produce high-quality case studies that stand out from the competition.

  5. Are there any KPIs and metrics that they (or would want to) track with your solution? - Every business is different and they have different KPIs they need to track. A marketing agency’s clients may track traffic, leads, or conversions. You will want to know what your client’s key indicators are for measuring the success of their products so you can highlight the same in your case studies.

  6. How is their “team” using your solution? - Focus on the “team” in your case study if you want to create relatable stories. Ask two or three team members about their experiences using your product or service to get powerful quotes. This will further bring credibility to your case study.

  7. How has your solution impacted the way they do business? - Quantify. You might ask how many more clients they have acquired and how much more they have sold or if their company costs have reduced after using your solution. Have they saved money, and increased productivity? These types of questions need to be asked and answered in the case studies.

  8. Would they recommend your solution to others? - This type of question can provide you with a lot of great ideas for improvements and your case study content. You could ask them if they would recommend using your solution to others. If the answer is “YES,” then you have got yourself a client testimonial. And if the answer is “NO”, you can ask what keeps them from recommending the company. Would they change anything about the process?

  9. How long does it take to get a new member up to speed with our solution? - Asking this question is essential to find out how easy or difficult it is to get a new member of the team up to speed on the product. A high percentage of ease will cut down on training time and increase efficiency.

  10. Will they be interested in using your other products/solutions? - The reason for asking this question to your client is that if he would be interested in using your other products/solutions, it means that he trusts your company and will be loyal to you. You can write about the number of products the client is using or intends to use for solving their business problems.

  11. What are their goals for the future and how would they like your company to meet those goals? - This is the cornerstone of every company, organization, and individual. It doesn’t matter who your client is or what industry, this question should be asked to show in your case study the kind of commitment you have with your clients. You can talk about your products and services that will help them as they scale and grow!

  12. Ask them to share a time when you exceeded their expectations and why it mattered to them – This will show potential customers that you value their feedback and take it seriously. You can highlight this too in the case study as a testimonial.

  13. What are their thoughts on the latest trends and technologies? - This will help you stay up-to-date with what’s important to your customers and give you an edge over other providers.

Taking Approval From Your Client For A Case Study

Before beginning with creating a case study, you must first obtain permission from your client/customer. The following email template will be useful in obtaining the consent:

Hello [Client/Customer Name],

We are creating case studies to be published on our site and across social media platforms to showcase the work we have done so far. And we would love to feature your company in it. This would be a great opportunity to showcase your success with our product/solution and help other customers see what’s possible.

The process will be easy - I will ask you a few questions over email or phone about your experience and results. This case study will feature a brief description of your company, a testimonial, as well as a link to your homepage (which should make your SEO team ecstatic!).

Would you be interested in participating? If so, please let me know and we’ll get started.

Thank you for your time!

Your Name,

Designation, Company Name

Create Effecting Case Studies

Now that you have seen the list of questions, it is time to go ahead and create a case study for your esteemed clients. By being able to answer all these questions, you can be sure that your case study will not only be authentic but also relatable. The B2B case study is one of the most powerful lead-generation weapons in your B2B marketing arsenal.

What are some of the best B2B case studies that you’ve written? Let us know in the comments section below.

In case you need assistance with marketing services, feel free to connect with us. Our team knows how to handle complex situations like this one with expertise and professionalism! Visit to know more!