In this episode, we’re breaking down how to write modern B2B case studies — the kind that don’t just sit in a PDF folder but actually close deals, build authority, and get media coverage.
Marko Cvijic and Nemanja go deep into what’s wrong with the traditional “challenge–solution–result” formula, how to structure stories that make people feel the transformation, and why the best case studies work as sales assets, PR engines, and brand signals all at once.
If you’re in marketing, consulting, SaaS, or any B2B service business, this one’s for you.

Chapters:

00:00 – Intro & setup: who Marko is and why we’re recording
00:45 – Why case studies matter for service-based B2B (proof you can deliver)
01:30 – What’s broken: walls of text, Arial 10/12, lifeless PDFs
03:00 – Documentation vs storytelling (why “challenge-solution-result” falls flat)
04:00 – The “task completion” mindset that kills impact
05:00 – Case studies as currency: credibility before the first call
06:10 – Prospect’s question: “Have you done this for companies like ours?”
07:10 – Data without context (impressive numbers that don’t persuade)
08:20 – Product vs storytelling gap (inbound vs outbound thinking)
09:30 – Emotions ≠ fluff: how feeling makes numbers believable
10:40 – Visuals > raw GA4 screenshots: simplify for decision-makers
12:00 – Remember your audience: execs, not data scientists
12:40 – The one-pager problem: forgettable vs memorable narratives
13:30 – Missing pieces: who was struggling, why now, what changed
14:30 – The story arc: Context → Attention → Insight → Action → Impact
16:00 – Rewrite demo: “20 days → 2 days” as a human, PR-ready story
17:10 – PR engine: turn results into headlines and distribution
18:20 – The 3 jobs: Sales tool, PR asset, Brand signal
19:40 – Stories attract clients & talent (camp analogy)
21:00 – The modern checklist: headline, 3 bold metrics, human angle, visuals, lesson
22:30 – Never open with “The client approached us…”—start at the moment of change
23:20 – From reporting to transformation: prove what moved the needle
24:10 – Don’t send PDFs—send stories (LinkedIn work history analogy)
25:10 – Partnerships, research, co-created evidence that travels
26:00 – Tactical recap: why story-driven proof performs
27:00 – CTA: share with anyone still writing 2010-style case studies
27:40 – Trust is the core B2B currency (why these pieces close deals)
28:20 – Wrap-up: revisit the checklist; PDF will be in the notes
29:10 – Outro & thanks

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