Case Study Campaign for a Productized Service
A six-case-study content campaign for a productized operations consultancy that became their primary sales asset — shortening their sales cycle by 22 days and improving close rate from 18% to 34%.
Client: Clarity Ops
34%
Close Rate
Improved from 18% baseline
−22 days
Sales Cycle
Reduction in average close time
180K
LinkedIn Reach
Impressions across 6 articles
14
Inbound Inquiries
Qualified leads from content
Clarity Ops had strong word-of-mouth from existing clients but struggled to convert cold and warm prospects. Their service — a 90-day operations transformation sprint — was priced at £18,000, which meant buyers needed significant confidence before committing.
Prospects consistently asked for proof. The founders had testimonials but no structured case studies. Sales calls were long and repetitive because the same questions came up every time: "Can you show me something similar?" and "What kind of results can I expect?" Without compelling evidence, the answer was always inadequate.
We interviewed six of Clarity Ops' most successful clients and turned those conversations into a portfolio of case studies. Each was written to a consistent structure: challenge, approach, results, testimonial.
We designed the campaign strategically: two case studies per target industry (professional services, e-commerce logistics, and B2B SaaS), ensuring every prospect could find a story that mirrored their context. We also produced three derivative formats from each case study: a one-page PDF for sales decks, a LinkedIn article for distribution, and a short-form email version for sequences.
The case studies were integrated into every stage of the sales process. They were referenced on the website, sent after discovery calls, and used as the primary close document in the final proposal stage.
Within 90 days of launching the case study portfolio, Clarity Ops' close rate improved from 18% to 34%. Average sales cycle shortened by 22 days. The founders attributed this largely to prospects arriving on final proposal calls having already read the relevant case study and pre-resolved most objections.
The LinkedIn articles adapted from the case studies generated 180,000 combined impressions over three months and produced 14 qualified inbound inquiries — a channel that had previously generated almost nothing.
The case studies SCRIPTED. wrote became the most important sales asset we have. Every deal we close now, the prospect has read at least one of them. It changed the entire dynamic of our sales conversations.
Sophia Okafor
Co-Founder · Clarity Ops
Project Details
- Client
- Clarity Ops
- Industry
- Productized Services / Operations Consulting
- Service
- Case Studies
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