Skip to content

Free GTM Skills / Content and proof

Case study

Use this skill for a customer story from candidate to published: write a case study, customer story for, success teed up a candidate, prep for the interview, clip log, co-marketing posts from the case study, track the case study pipeline. Produces the pipeline row, the prep doc, the interview (through customer-interview), the draft, the approvals, the cleared quotes in the tracker, and the derived posts.

By Matt Santos, BOM Growth. Free under the MIT license.

Install

npx skills add BOM-Growth/b2b-gtm-skills --skill case-study

Run it in your project folder, then ask Claude Code for case-study by name or in your own words.

skills/case-study/SKILL.mdView on GitHub

This applies to each customer story. It produces proof the company can use for years, with the permissions to match.

Before you start

This skill works on its own. If the person has their own marketing brain (or any folder of context files about their company), read the files listed under reads in the header first and cite them for every fact. If they do not have one, do not look for one: ask for the two or three facts this play needs and go on. Never invent a fact; a blank is a question for the person.

Tools: this play speaks in verbs (check the CRM, pull the call, schedule the post). TOOLS.md at the root of this repo lists the tools recommended for each verb. The company’s own 1-context/stack.md wins when it exists. No tool is required; a spreadsheet and a mail client cover most of it.

The play

  1. Read the context (see Before you start) and the case-study process page in the knowledge base (standards, approval gates, owners by role).
  2. Candidate: success tees up a customer in good health with a willing contact and a marketing contact on their side. Marketing does not cold-ask a customer for a case study. Record the candidate in the pipeline with its stage.
  3. Prep: run customer-interview for the research, the prep doc and the questions. Pick the angle from the customer’s own words on prior calls (a specific project, a specific result).
  4. Interview: on video where possible, with a videographer on site at a show or at their office when the budget allows. Footage goes to customer-video-cut.
  5. Draft: the customer’s situation, what they did, what they got in their own numbers. Headline states the result. The company’s role is the example, not the hero.
  6. Approvals: customer review of quotes and numbers, then internal sign-off. Light cleanup of spoken quotes only; meaning unchanged. Logos and headshots pulled from public sources and confirmed by the customer, not requested.
  7. Permissions: every quote, number, logo and the story itself go into the tracker through proof-capture with the channels they are approved for.
  8. Derived pieces: three to five posts through social-post, a nurture mention, a sales leave-behind, a booth clip. Each cites only what the tracker holds.
  9. Update the pipeline row at each stage; report count and stage in weekly-marketing-update.

What good looks like

  • The best operator picks the story by the project, not the customer: “how they bid five data centers” beats “a customer success story”.
  • The mediocre version mines call recordings for quotes and publishes without the customer’s eyes on the numbers.
  • Good output is a story a prospect in the same segment recognizes as their own situation, with every quote in the tracker.

Rules

  • MUST have the candidate come through success with the customer’s agreement.
  • MUST put every quote and number through customer review and into the tracker before use.
  • NEVER imply the customer cut staff; their own words on staffing are theirs to say.
  • NEVER ask a customer to send logos or headshots; pull and confirm.

Find out if we’re a fit.

In a 30-minute discovery call, you’ll get honest, no-strings advice you can act on right away, and a clear picture of what working together would look like.

Book your discovery call