Ultimately, if you want a reader to really engage with your case study, they have to identify with your customer. And after seventeen years of writing this format, I’ve realised the questions you ask ...

An icon in the shape of a lightning bolt. Impact Link Top management consulting firm McKinsey & Company offers some of the highest-paying salaries for recent grads. But it's hard to land a coveted six ...

It’s a privileged position, writing a B2B case study. Not only am I entrusted with my client’s own client relationship, but the customer will often take the opportunity of talking to a third party to ...

When prospects are in the awareness or consideration phase in their buyer’s journey, there’s usually a point where sales and marketing teams sense their buyer is on the precipice of purchasing. You ...