Why case studies and testimonials still matter (and how to make them work harder)
In a world of shrinking attention spans and constant noise, it’s easy to assume that long-form case studies have had their day. But according to Michelle Tompkinson, Head of Marketing for FranklinCovey’s European direct offices, client stories remain one of the most powerful tools a marketing team can use…when they’re done well.
Speaking on the Reel Impact podcast, Michelle shared how case studies and testimonials play a central role in supporting sales teams, engaging audiences, and even re-energising internal teams.
Client voices bring marketing to life
For Michelle, the value of case studies is simple:
“There’s no better way than having a client tell the story about your company.”
At FranklinCovey, the marketing team uses a mix of written case studies, testimonials and video content to help sales colleagues bring solutions to life. While sales teams can explain what a product or programme does, it’s real-world examples that show what the journey actually looks like and what impact it has had.
Video, in particular, plays a key role. Emotions, confidence and pride come across far more clearly on screen than in text alone, making video case studies especially effective across websites, emails, social media and live events.
The process is as important as the output
Creating a strong case study isn’t a quick win. Michelle describes it as a detailed, collaborative process that starts with choosing the right story.
That might mean:
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Supporting a new product or programme launch
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Showcasing a particular sector or challenge
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Giving sales teams relevant, timely proof points
Crucially, FranklinCovey approaches case studies as a celebration, not a transaction. Clients are invited to reflect on their journey, the progress they’ve made, and the outcomes they’re proud of. While some are nervous at first, many find the experience unexpectedly positive – even cathartic.
“They get to press pause, reflect on their journey, and feel proud of what they’ve achieved.”
More than a marketing asset
One of the most interesting takeaways from the conversation is how case studies are used internally, not just externally.
Sharing client stories helps teams across the organisation see the impact of their work, including colleagues who may never interact directly with customers. It reinforces purpose, builds pride, and reminds people what they’re collectively working towards.
Case studies also open the door to re-engaging existing clients. Revisiting past programmes, such as FranklinCovey’s refreshed Seven Habits content, allows clients to reflect on earlier challenges and recognise new ones where support could help again.
Authentic beats perfect
While high-quality, polished video has its place, Michelle is clear that authenticity matters just as much. There’s room for both professionally produced content and more “rough and ready” storytelling, depending on the audience and channel.
The key is relevance. If the story resonates and delivers value, people will keep watching or reading, regardless of length.
What can other organisations learn?
For organisations that feel they “don’t have any good stories to tell”, Michelle’s advice is to start internally. Use video and storytelling to celebrate people and progress inside the business first. Confidence builds, stories emerge, and external case studies often follow naturally.
In a crowded marketplace, client stories don’t just support marketing; they build trust, cut through complexity, and show real human impact. And when clients become your advocates, you often find you don’t need to do the selling at all.
Reel Impact: conversations that go deeper
Michelle Tompkinson’s episode is a timely reminder that the most powerful stories aren’t told about organisations, they’re told by the people who experience them. Case studies and testimonials aren’t just marketing assets; they’re moments of reflection, connection and shared learning that build trust inside and outside the organisation.
🎙️ Reel Impact is dmb films’ podcast exploring how organisations communicate with creativity, clarity and purpose. You can listen to this episode and others in the series on your favourite podcast platform.
🔍 Search for Reel Impact wherever you get your podcasts.
