Building a Case Study Growth Engine: From One-Off to Always-On w/ Joel Klettke, Conversion Copywriter and CRO Consultant @ Business Casual Copywriting
Case studies should be your mid-to-low-funnel MVP—building trust, closing deals, and driving serious ROI. But for most teams, they’re a nightmare. Slow, messy, and frustrating to produce. Even when they do go live, they rarely deliver the impact they should. Why? Because great customer stories don’t just happen—they require a strong internal infrastructure. Without the right processes, accountability, and buy-in, your customer stories will stay stuck in limbo (or worse, go completely unused). In this episode, we’re joined by case study maven Joel Klettke to learn how to create powerful, scalable case studies with the right engine. What You’ll Learn: The mistake that’s killing your case studies before they’ve even seen a first draft, How to get internal buy-in so that customer stories become a shared priority, and How to build a process that keeps fresh, powerful case studies rolling. Resources: https://97thfloor.com/articles/podcasts/building-a-case-study-growth-engine-from-one-off-to-always-on/ https://www.linkedin.com/in/joelklettke "The companies who are going to win are going be the companies who realize, they can steal our features, they can poach our people, they can copy our design... the one thing they can't take away from us that are ours to lose are our advocates, our customer stories." - Joel Klettke Timestamps: 03:15 - Customer stories vs case studies: terminology matters 04:32 - Infrastructure as the #1 barrier to case study creation 09:51 - Proactive vs reactive case study strategy 14:07 - Quality over quantity: finding the right balance 18:28 - Navigating B2B approval processes and red tape 25:31 - Format planning: gathering stories vs choosing outputs
The Campaign | A Marketing Podcast by 97th Floor
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Show Notes
Case studies should be your mid-to-low-funnel MVP—building trust, closing deals, and driving serious ROI.
But for most teams, they’re a nightmare. Slow, messy, and frustrating to produce.
Even when they do go live, they rarely deliver the impact they should.
Why? Because great customer stories don’t just happen—they require a strong internal infrastructure. Without the right processes, accountability, and buy-in, your customer stories will stay stuck in limbo (or worse, go completely unused).
In this episode, we’re joined by case study maven Joel Klettke to learn how to create powerful, scalable case studies with the right engine.
What You’ll Learn:
- The mistake that’s killing your case studies before they’ve even seen a first draft,
- How to get internal buy-in so that customer stories become a shared priority, and
- How to build a process that keeps fresh, powerful case studies rolling.
Resources:
https://www.linkedin.com/in/joelklettke
"The companies who are going to win are going be the companies who realize, they can steal our features, they can poach our people, they can copy our design... the one thing they can't take away from us that are ours to lose are our advocates, our customer stories." - Joel Klettke
Timestamps:
03:15 - Customer stories vs case studies: terminology matters
04:32 - Infrastructure as the #1 barrier to case study creation
09:51 - Proactive vs reactive case study strategy
14:07 - Quality over quantity: finding the right balance
18:28 - Navigating B2B approval processes and red tape
25:31 - Format planning: gathering stories vs choosing outputs