Frequently Asked Questions

Kara offers two flat-fee packages and can customize a package for you.
Yes, if you commit to four case studies annually, you receive a 15% discount, while more than four case studies per year warrants a 20% discount. Discounts are not offered on the sales and marketing collateral packages.
Turnaround time is typically 7 to 10 working days depending on the availability of the company and the compnay’s customer, however it’s always worth asking if you need it more quickly.
Yes, the premium fee for a rush is 15%.
Kara recommends 600 to 1,200 words which is respectively 1 or 2 pages. Depending on the product or service, a longer case study may viable.
If you’re selling a product or service that requires an investment of more than several thousand dollars and a multi-year, very long-term commitment, your prospect needs real information and a certain amount of detail to make the best possible business decision. As importantly, they need to see how the customer profiled in the case study faced similar challenges that were addressed with your products and services. This demands a certain amount of content and story-telling. The format and layout of the longer B2B case study ensures it is still easy to read and scan.
You can and should monitor the traffic to the B2B case study(ies) posted on your website and to any B2B case study blog posts as well as social media such as Twitter, Facebook and LinkedIn.

You can also assess whether the case study feeds the sales funnel with specific calls to action connected to individual B2B case studies.

Of course, your sales and marketing team will also affect the ROI on the case study. Are they using it as handouts, at trade shows, in seminars, do they reference it on sales calls and in conversations? Do they direct prospects to the case studies on the website? Do they mention them in their social media posts?

If the B2B case study sits in a drawer or a computer file, it won’t increase your visibility, credibility or revenues.

  • Do your homework to determine what you want the case study to do for you
  • Identify the information the case study must include to best achieve those results
  • Commit to doing a certain number of case studies annually
  • Consistently produce and post case studies
  • Present quantitative results provided by the product or service (e.g. tangible numbers)
  • Highlight challenges that are relatively common in that industry
  • Showcase problems that prospects recognize and can relate to
  • Tell prospects exactly how your product or service addressed the challenges
  • Make sure it’s easy to find on your website and is used in a variety of sales and marketing collateral
  • Tell an engaging story – make sure it’s easy and interesting to read with relevant information
  • Highlight challenges that are relatively common in that industry
  • Showcase problems that prospects recognize and can relate to
  • Tell prospects exactly how your product or service addressed the challenges
  • Include customer quotes, comments and phrasing to make the B2B case study more personal and accessible while creating a connection with the reader
  • Insist the case study be written in an authoritative, journalistic style
  • Make sure it uses hard facts and statistics rather than making broad, sweeping general statements with over-the-top claims and adjectives
  • Use the B2B case study information in a wide range of marketing and sales collateral, for instance, social media, newsletter, presentations, magazine articles, press releases, email blasts and more
Yes. People are more visually oriented than ever before, while our attention span is the shortest it has ever been.

Use headlines, subheads, lists with bullets, images/logos to break up and organize the text.

Use plenty of white space rather than cram and jam it on the page.

  • Rewriting the case study after hiring a professional writer
  • Posting, publishing and sharing case studies with grammar and spelling errors as well as typos
  • Focusing on customers’ who haven’t used the product or service long enough to have achieved measurable, tangible results
  • Highlighting customers who do not reflect the type of prospects you would like to attract
  • Using overly promotional language and making over-the-top claims that reduce the case studies credibility
  • Not including or making good use of quotes from customers.

I’ve never worked with someone so passionate, creative, and determined. Kara helped the Ted Rogers School of Management develop a multi-page case study for the Ted Rogers Memorial Conference and our staff and students were highly pleased with her results. Reliable, easy to work with and committed to getting the job done.

Hussein Kermally, Group Head, Smart Solutions, Ryerson University (now with Telus)