Why customer case study programmes fail

Why case study programmes fail

Look at the newest story on your case studies page. Now look at the date.

Case study programmes tend to start with energy: a launch, a handful of stories, someone chasing approvals. Then other priorities win, the interviews dry up, and the page quietly turns into a museum. Buyers can read dates too. A 'latest' customer story from three years ago raises a question you'd rather they didn't ask.

That matters more now than it used to. AI can produce a plausible blog post in seconds. It can't produce a customer who'll go on record.

Join us on Wednesday, 11 November 2026

Option one: 🇬🇧 10 am GMT

In this webinar, you'll learn about:

  • Why case studies matter more than ever
  • The top five failure modes
  • How to build a reliable case study engine
  • Curation and promotion best practices
Matthew Stibbe
Decorative supertitle icon Articulate Marketing Expertise

Who is running it

Hosted by Matthew Stibbe, CEO of Articulate Marketing.

Over the last 25 years, Matthew has consulted for innovators like Microsoft, Google, Ecologi and HealthHero, building brands, creating content and crafting websites.

Articulate Marketing works with B2B technology clients that help people live healthy, sustainable, flourishing lives. We design, build and run Difference Engines that power long-term success.