Marketing case studies are one of the most effective ways to show credibility and prove results, but creating them is rarely straightforward.
Many marketers have started a case study project with the best intentions, only to run into roadblocks they didn’t anticipate! And the issues that arise are common across case studies for construction, SaaS and technology, B2B services and manufacturing.
Here are seven of the most common pitfalls:
- Picking the wrong project.
- Getting agreement from the wrong person.
- Lack of results data.
- Confidentiality and sensitivity issues.
- Competitive concerns and multiple stakeholders.
- Wording and brand alignment.
- Process and timeline breakdowns.
Let’s look at these in more detail, and at how they can be avoided.
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Picking the wrong project
Case studies fall flat when the project doesn’t align with business goals or deliver strong results.
Not every project is case study material. A bad choice might be a project where the client wasn’t fully satisfied (and might not have mentioned it earlier), or a client who either hasn’t achieved measurable success yet or isn’t tracking relevant results.
It’s also important to think strategically. You might want to highlight projects in the sectors you want to grow, or new verticals you wish to target, or larger projects that show your capacity to handle scale or complexity.
The fix: Select projects with clear outcomes, enthusiastic clients, and alignment to business priorities.
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Getting agreement from the wrong person
Case studies stall when the initial “yes” comes from someone without real authority.
This happens more often than you’d think. A marketing manager secures approval from a project manager or product lead, only to find out later that corporate communications, PR, or senior management needed to sign off. It’s sometimes harder to get that approval if someone is miffed they weren’t consulted in the beginning.
The fix: Ask upfront who else needs to be involved in the approval process, and don’t start until the right people are on board.
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Lack of results data
Without measurable outcomes, a case study has less credibility.
In construction, results might be clear visually, but cost savings or timelines are not always easy to share. And in any case study type, clients may not track ROI consistently or may be unwilling to disclose internal data.
The fix: Confirm early what evidence can be shared. If numbers aren’t available, balance with qualitative proof such as workflow improvements, user satisfaction, or reduced churn.
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Confidentiality and sensitivity issues
Some clients don’t want the problem highlighted or are cautious about revealing too much detail.
The reasons can vary. There could be compliance and competitive concerns around data security and product use. Or, if you’ve been called in to resolve a problem (often the case with case study projects!) it could be something the client company would prefer to keep quiet about.
The fix: Clarify boundaries before interviews and agree on what can and cannot be revealed. Offer anonymised or co-branded options if needed.
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Competitive concerns and multiple stakeholders
Case studies become political when multiple suppliers are involved or when competitors may benefit from disclosure.
Clients sometimes hesitate to showcase tools and solutions in case rivals copy them. In construction, projects may involve multiple vendors, and highlighting just one can cause friction.
The fix: Aim to identify these issues early. Ask early who else was involved and whether they need to be acknowledged. Have the conversation before writing begins.
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Wording and brand alignment
The publishing company owns the case study, but the subject company may still push to influence the language.
The client may object to how their role is described, how challenges are framed, or how their brand is mentioned. This tension can lead to multiple rounds of edits.
The fix: Be clear that the case study is your marketing asset (unless it’s co-branded). Take client sensitivities into account but retain control of the final story so it serves your business goals.
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Process and timeline breakdowns
Case studies drag on when roles and timelines aren’t defined.
Delays are common when a client contact leaves or when approvals move slowly through management layers. The result can be weeks of chasing with little progress.
The fix: Do your best to set timelines from the start, and note the names of those who need to approve the case study. Follow up if you don’t hear by the expected date.
Plan ahead for smooth sailing and best results
Case studies are as much about managing people and expectations as they are about writing. The strongest ones come from careful project selection, early agreement on data and approvals, and clear communication about how the story will be told.
To avoid wasted effort, focus on three things:
- Choose the right projects that support your business goals
- Secure approval from the right decision-makers
- Confirm what results data can be shared before you begin
Creating a solid library of case studies takes time and planning, but the investment pays off. A well-planned portfolio builds authority and becomes one of your most valuable marketing assets.
Planning to develop case studies to showcase your projects? Come along to our free 1 October webinar, ‘How to Make Case Studies Your Secret Weapon’. Click the banner below (or here) to register!
Leonie Seysan is the Director of Article Writers Australia, and manages the team of professional writers and editors. She holds a Bachelor of Communications Degree (Media Studies) and has been writing professionally for over 15 years. Leonie is also the podcast host of "Content with Humans" and author of "Turning Insight to Influence: A Guide to Building a Thought Leadership Program".
