5 minute read
A well-crafted case study is one of the most powerful tools in B2B marketing.
Your prospects don’t just want to hear about what your product does. They want to see real-world results—how your technology helps cities manage infrastructure, enables utilities to reduce outages, or improves disaster response efforts.
Yet, most geospatial case studies fall flat.
They focus too much on features and not enough on the customer’s journey. They list technical capabilities but fail to tell a compelling, relatable story. And worst of all, they don’t make future buyers see themselves in the transformation.
You can do better 👏
Here’s how to write a case study that truly does your solution justice:
The Key to Effective Geospatial Case Studies: Storytelling
The best case studies follow a simple but powerful structure: The Hero’s Journey.
This is where you position your customer—not your product—as the hero of the story. Here’s how it goes…
- They face a challenge (e.g., outdated flood mapping leads to poor disaster planning).
- They search for a solution (trying different GIS tools but facing limitations).
- They adopt your technology (integrating it into their workflow).
- They achieve success (improving response times, reducing costs, or enhancing decision-making).
- Their lives transform for the better (e.g., emergency responders can now predict flood risks with confidence, protecting communities and saving lives).
The easiest way to work out what these steps look like, is to break down their customer journey into three phases.
I.e. their old normal or status quo – what was their life like before they had a solution like yours. Which problems did they face, how did it impact their life and business?
The trigger that finally caused them to act and seek out a solution like yours – what pushed them over the edge? How does your product or service help them alleviate their pain points?
And their transformation or new normal – how is life better after they have solved their problem with the help of a solution like yours?
Once you understand what each phase involves for your audience, you’ll be able to tell a compelling story that resonates deeply with future prospects who are in the same boat.
How to Structure a Winning Case Study
After you have collected the information above, it’s time to turn your bullet points (or whatever) into a compelling narrative. Here’s the best way to go about it:
1. Start With the Customer’s Problem
Too many case studies begin with the product—but customers don’t buy products; they buy solutions to their problems.
Instead, clearly define the customer’s challenge:
A regional transportation agency struggled with outdated road condition data. Their reliance on manual field surveys led to delays, inefficiencies, and inaccurate maintenance planning.
💡 Pro tip: Use direct quotes when possible. It makes the problem feel real and relatable.
2. Make the Customer Relatable
Help future buyers see themselves in the story.
- Who are they? A utility company? A government agency? A conservation group?
- What’s their role? GIS analyst? Operations manager? City planner?
- Why did this challenge matter to them?
Example:
“As a GIS lead for a major utility company, [Customer] needed a way to monitor thousands of miles of power lines for vegetation overgrowth—but manual inspections were too slow and costly.”
3. Show the Search for Solutions
Before the customer found your solution, what other options did they explore? What didn’t work?
- Did they try off-the-shelf GIS software but find it lacked automation?
- Were they managing data manually in spreadsheets, leading to errors?
- Did they consider hiring more field teams, but the cost was unsustainable?
This builds contrast—so when they discover your solution, it feels like the clear answer.
4. Explain How They Found You
Prospects reading your case study are on a similar journey. Show them how other customers discovered you.
Example:
“After reading a case study about how [Your Company] helped a neighboring city improve flood prediction models, the team at [Customer] reached out for a demo.”
This detail makes the story feel more natural—and reinforces your credibility.
5. Show the Transformation, Not Just the Product
Now introduce your product, but make it about what changed for the customer.
Instead of:
“Our remote sensing platform uses AI to analyze satellite imagery.”
Try:
“By integrating AI-powered satellite analytics, [Customer] reduced vegetation monitoring time by 70%, enabling proactive maintenance and reducing outage risks.”
The focus should be on tangible, measurable benefits—not just features.
6. Talk About the Implementation Process
Most case studies skip this, but buyers want to know what adoption actually looked like.
- Was integration seamless, or did it take months?
- Did they need training?
- Were there any roadblocks—and how were they solved?
Example:
“The biggest challenge was integrating the new LiDAR analysis tool with their existing GIS platform. The [Your Company] team worked closely with [Customer] to ensure a smooth transition, providing hands-on training and workflow automation support.”
This builds credibility and shows that your company doesn’t just sell software—you help customers succeed.
7. Prove Success With Hard Numbers
A case study without data is just a story. The best ones prove impact with clear, measurable results:
- Time saved (e.g., “Reduced site inspections by 60%”)
- Cost savings (e.g., “Saved $500K annually in operational costs”)
- Accuracy improvements (e.g., “Increased flood risk prediction accuracy by 40%”)
Example:
“By switching to [Your Company], [Customer] reduced time spent on floodplain mapping from 6 months to 3 weeks, while improving accuracy by 35%. Their team can now respond to flood risks faster and with more confidence.”
💡 Final tip: Keep the customer as the hero. Your solution was the guide—they were the ones who overcame the challenge.
The Bottom Line
A winning case study doesn’t just describe what happened—it sells the transformation.
- Make it engaging—hook readers with the challenge.
- Make it persuasive—show why your solution was the best choice.
- Make it compelling—prove success with clear, measurable results.
When done right, a case study doesn’t just inform—it helps future customers see themselves in the same success story.
Are your case studies doing that?
If not, let’s talk 💬