| name | case-study |
| version | 1.0 |
| last_updated | "2026-01-17T00:00:00.000Z" |
| author | marketing-team |
| description | Writes customer case studies with a challenge-solution-results structure. Extracts verbatim quotes, verified metrics, and quantified outcomes into a persuasive narrative ready for web or PDF. Triggers on "case study", "customer story", "success story", "customer proof point", or "write up this win". Consumes win-loss-analysis as upstream input for win patterns. Feeds into sales-enablement and landing-page-copy as social proof assets. |
| goal | Writes customer case studies with a challenge-solution-results structure. |
| outcome | Writes customer case studies with a challenge-solution-results structure. Extracts verbatim quotes, verified metrics, and quantified outcomes into a persuasive narrative ready for web or PDF. Triggers on "case study", "customer story", "success story", "customer proof point", or "write up this... |
| primitive | product-marketing |
| sub_primitive | execution |
| ontology_type | case-study |
| review_gate | 2 |
| inputs | {"required":["win-loss-analysis","product-messaging"],"recommended":[]} |
| outputs | [{"type":"case-study","feeds_into":[]}] |
| depends_on | ["win-loss-analysis","product-messaging"] |
| feeds_into | [] |
| owned_by_agent | growth |
| mcps_used | [] |
| push_targets | ["gdrive","notion"] |
| triggers | {"slash_commands":["/case-study"],"natural_language":[]} |
| status | draft |
| locked_by | null |
| locked_date | null |
| lock_version | null |
| sources_count | 0 |
| effort | high |
Case study
Generate compelling B2B SaaS case studies that transform customer success data into persuasive proof points. Output structured narratives with quantified results, authentic quotes, and visual sections ready for web pages or PDF downloads.
Claude Code triggers
Invoke when user says:
- "Write a case study"
- "Create a customer story"
- "Case study for [customer]"
- "Customer success story"
- "Turn this into a case study"
- "Customer story from [data]"
- "Case study from interview"
- "Win story for [customer]"
- "Success story for [company]"
- "Reference customer content"
Do NOT invoke when:
- User wants testimonial quotes only → extract directly
- User wants sales deck slides → use
sales-enablement
- User wants full campaign → use
storytelling
- User wants video script → use
demo-script
Input requirements
Required
| Input | Description | Source |
|---|
| Customer name | Company being featured | User provides |
| Challenge/problem | What they struggled with before | Interview, win-loss, user provides |
| Solution | How they used the product | Interview, user provides |
| Results | Quantified outcomes | Customer data, interview |
Optional (improve quality)
| Input | How it helps |
|---|
| Customer interview transcript | Authentic quotes, story details |
| Win-loss analysis | Context on decision drivers |
| Usage data | Specific feature adoption metrics |
| Customer logo | Visual asset for header |
| Contact info (name, title) | Attribution for quotes |
| Industry/vertical | Vertical-specific framing |
| Timeline | Duration context (implemented in X weeks) |
Validation
Before proceeding: customer name + industry known; ≥1 quantified result available; challenge clearly articulated; solution approach understood.
If inputs are missing: ask for customer name, primary challenge, and at least one measurable outcome. Offer to structure interview questions if no transcript — see references/interview-questions.md.
Process
The case study runs in 3 phases. Read references/process.md for the full step-by-step (4 extraction steps, 4 structure steps, 3 output steps, plus per-phase checkpoints and the process flowchart).
Phase summary:
- Story extraction — transformation arc, quote library (3-5), metrics table, signature moment
- Structure development — hero statement, section drafts, metrics callouts, pull quotes
- Output generation — pick format (web / PDF / slide), apply template, generate derivatives
Case study structure
Standard sections
| Section | Purpose | Length |
|---|
| Hero statement | Capture attention, summarize transformation | 1 sentence |
| Metrics bar | Immediate proof of results | 3 numbers |
| Company overview | Context on customer | 2-3 sentences |
| The challenge | Problem + pain articulation | 2-3 paragraphs |
| The solution | How they use the product | 2-3 paragraphs |
| The results | Quantified outcomes + quotes | 2-3 paragraphs |
| Closing CTA | Next step for reader | 1 sentence |
Metrics bar format
┌─────────────────┐ ┌─────────────────┐ ┌─────────────────┐
│ 3-5x │ │ 40-60 │ │ 20-40% │
│ More creator │ │ Hours saved │ │ Stronger │
│ content/month │ │ per month │ │ performance │
└─────────────────┘ └─────────────────┘ └─────────────────┘
Quote format
"When we got Archive, I didn't have to do those screenshots anymore."
— Kristen Klochko, Project Manager, Brand Relations & Ecommerce, POPFLEX
Output
Produce a single case study markdown file plus optional derivative assets. Template + derivative formats: references/output-format.md.
What good looks like — Archive + POPFLEX
Input:
Customer: POPFLEX
Industry: Retail/Activewear
Challenge: Manual UGC capture, spreadsheet tracking
Solution: Archive for automatic content capture
Results: 3-5x more content, 40-60 hours saved, Taylor Swift discovery
Expected hero statement:
POPFLEX was trapped in IG notifications and manual spreadsheets.
When they got Archive, they made it into a Taylor Swift song (just saying).
Why this works: specific pain (IG notifications, spreadsheets); memorable hook (Taylor Swift reference); conversational tone (parenthetical "just saying"); implies transformation without stating it.
Full worked example: examples/archive-popflex.md.
Anti-hallucination guardrails
- Metrics from source only. Never invent numbers. Mark as
[METRIC NEEDED] if not provided.
- Quotes verbatim. Use exact customer words. Don't paraphrase into "better" quotes.
- Mark unconfirmed details. Use
[CONFIRM: detail] for anything requiring verification.
- No invented story beats. The "signature moment" must come from customer data.
- Attribution required. Every quote needs name, title, company.
Quality checklist (pre-delivery)
Content
Format
Gotchas
- Invented metrics. Creates "3x improvement" or "50% reduction" without sourced data → every metric must come from the customer or be marked
[UNAVAILABLE]. Never fabricate results.
- Generic challenge section. Opens with "Company X was struggling with..." instead of specific, named pain → the challenge must reference the actual problem as the customer described it, not a generic industry pain.
- Missing customer voice. Writes the entire case study in third person without direct quotes → at least 3-5 verbatim customer quotes are needed. These are the most credible parts.
- No clear "before" snapshot. Jumps straight to the solution without establishing the baseline state → the "before" picture makes the "after" results meaningful. Include specific metrics or processes that existed before.
Integration with other skills
| Skill | Relationship | Usage |
|---|
| win-loss-analysis | Provides input | Customer insights for story |
| sales-enablement | Uses output | Case study slides for sales deck |
| landing-page-copy | Uses output | Social proof snippets |
| storytelling | Uses output | Customer videos in campaigns |
Reference files
MCP data integration
Level: 2 — PM Execution (customer-specific pulls)
Pulls fresh
| Source | What to pull | Tool | When |
|---|
| Granola | Customer-specific call transcripts | search_meetings | Always (per-customer story) |
| Slack | Customer success threads | slack_search_public | Always (per-customer data) |
Fallback (no MCP)
- User-provided customer interview transcripts
- Manual success metrics from customer
- Email threads or shared docs with customer quotes
Changelog
| Version | Date | Changes |
|---|
| 1.0 | 2026-01-17 | Initial skill creation with POPFLEX example |
