Do your case studies address all phases of the buyer's journey?
When I read standard marketing case studies I find that they typically tell a story. Usually a watered down version of a story. I understand that telling a customer story in 1-2 pages can be a challenge. It's a challenge though, because marketers want to focus on the success. Documenting the journey requires transparency, and many companies aren't comfortable revealing the "ugly".
Each phase of the buyer's journey should contain a case study that addresses the journey experienced by the customer, at that particular stage.
Read the entire post: Are Your Case Studies Missing This? Story vs. Journey - Business is Child's Play