case study partnership examples

Why Arby’s Co-branding Campaign Works

This campaign shows that you don't necessarily need a matching audience demographic or a partner in a similar industry to create a campaign that catches a large audience's attention. Sometimes all you need is a sense of humor and creativity.

19. Taco Bell & Doritos

Co-branding campaign: doritos locos tacos.

When the Doritos Locos Taco was first introduced, it quickly became one of the fast food industry's most popular and widely recognized items. Frito-Lay took Taco Bell's crunchy taco recipe and gave the Locos Taco its special, signature twist: a Doritos shell. The two companies wanted to keep the shell as close to the original cheesy chips as possible, using the original corn masa recipe and coating it in that distinctive nacho cheese dust.

The taco was an immediate and explosive success: Taco Bell sold an estimated 1 billion units the first year it was introduced.

Why the Doritos Co-branding Campaign Works

Taco Bell and Frito Lay advertised the Doritos Locos Taco by wrapping the taco in a classic Doritos bag, reflecting the co-branding partnership and appealing to both brands' audiences. The Doritos Locos Taco's extraordinary success is yet another example of why co-branding can boost reach and sales for both brands.

20. Tim and Eric & Purple

Co-branding campaign: purple boys.

Tim and Eric (a.k.a. Tim Heidecker and Eric Wareheim ) are the comedic duo behind Adult Swim shows like Tim and Eric Awesome Show, Great Job!, Check It Out! with Dr. Steve Brule, Tim & Eric's Bedtime Stories, and Beef House.

Meanwhile, Purple , known for the popular Purple Mattress , often launches unique advertising campaigns which have caught the eye of millennial and Gen Z demographics.

It makes sense for a company to team up with celebrities who can promote their product, Tim and Eric's comedic style is incredibly random and unique. Although they're pretty hilarious, as a marketer, you might wonder how this type of comedy style translates into a mattress marketing campaign that actually generates revenue.

While you might think Tim and Eric had to dull down their iconic routine to sell Purple products, this is actually quite far from the truth. In a video series called The Purple Boys, they actually amped up their bizarre antics.

The storylines of Purple Boys episodes often relate to a sleep-related pain point, such as the "Sunday Scaries." Although the script and special effects are incredibly random, the episodes almost always end with the Purple Boys supplying a sleep-deprived character with a Purple mattress.

To give you a visual of what this off-the-wall comedy series looks like, check out this episode that centers on a sleepy character named Joe Dunder:

Why the Purple Co-branding Campaign Works

Although hiring actors is technically more of a sponsorship than a partnership, this large-scale campaign benefits both parties. While Tim and Eric could spread awareness of their comedy to Purple audiences, Tim and Eric fans might watch these videos for entertainment and learn about Purple's products along the way.

How to Measure the Success of a Co-branding Business Partnership

According to 2022 Foundry Co. research, 56% of those surveyed said their partner marketing programs offered value in the last year.

But if you're new to co-branding, how do you measure that success? There are many ways to quantify partnership success. To begin, think about your co-branding partnerships in three stages.

First, have you found the right co-branding partner? Brand compatibility is key. Then, you need to work out how your brands will collaborate.

Consistent messaging, clear communication between partners, and resource distribution will all impact the quality of your combined efforts. This guide to co-marketing can help you get your first co-branding partnership going .

Next, you'll want to measure the outcomes of your shared efforts. To track a co-branding campaign:

1. Find the Right Metrics

Choose KPIs that both brands track and have easy access to. Be sure that these metrics align with business goals. You'll want KPIs that you can track to measure specific campaigns, as well as KPIs you can track for the life of your partnership. These might include:

• Revenue growth
• Customer retention
• Website traffic
• Social media engagement
• Share of voice

2. Limit Your KPIs

Combining the processes of two different teams can get complicated. To make measuring success possible for both teams, be thoughtful in KPI selection, and resist adding new KPIs for each campaign and project. Try to focus on metrics that tie directly to partnership success.

3. Align Tracking Habits

Create a structure for data tracking that lets you compare results with your partner directly. For example, if they’re tracking views monthly, and you’re tracking weekly, there will be data mismatches that can make things more complex than they need to be.

KPI alignment can help give you a clear picture of your results before the partnership and to track the influence of your partnership over time. This can also help you target where you can improve your co-branding initiatives.

4. Watch the Big Picture

Be sure to track ROI or another KPI like revenue growth to track the overall impact of your new partnership. As you and your partner's needs and strategies shift, this data offers insight into the long-term value of your efforts.

Finally, to gauge the success of your co-branding partnership, set aside time to do an annual review of the partnership. You'll want to check for consistent brand alignment and balanced priorities. Ask yourself:

• Are you running the same campaigns over and over?
• Have results plateaued?
• Are you still coming up with exciting ideas together?

If the answer is no to any of the above, you might need to assess the partnership.

It's also important to check if your co-branding partnership is continuing to meet stakeholder expectations. If either team isn't getting their needs met, you may need to revisit your partnership.

This review is also an exciting time to see how changes in your industry could boost your co-branding work. Set aside time to talk to your partner about new strategies and products that might spark even more exciting collaboration.

These strategies for measuring success can help you make sure that your co-branding start isn't a one-hit-wonder. Instead, it can be a lasting source of value for your business.

Creating a Great Co-marketing Campaign

Although you might not have the budget of the brands noted above, you can take note of their creativity, level of storytelling, and how they pooled their resources to connect their separate brands in a mutually beneficial way.

As you search for the best co-marketing partner for your brand and build a winning campaign, we hope you find some inspiration for your next stellar launch.

Editor's Note: This article was originally published in September 2020 and has been updated for comprehensiveness.

Don't forget to share this post!

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Standout Traits for a Great Partner Case Study (With Examples)

It’s no surprise that partner case studies are a wee bit of a struggle to produce. Getting your customers to agree to a case study is one thing; getting your customer and your partner to agree to a case study is a miracle. On top of the fact that the partnerships world is still such a gray area for partner managers everywhere (let alone their leadership), partner case studies in SaaS are a rare sighting in the wild (think: the bat-eared fox. Do you even know what that is? 😝) . 

So, think of this roundup as snapshots of the elusive partner case studies that lurk in the depths of the SaaS ecosystem — a co-marketing material still so new that, just maybe, by producing one of your own, you’ll be ahead of the curve already. 

Below, we offer some partner case study standout traits, followed by a collection of examples located in (butler voice) the gallery , and a checklist for rolling out your own case study program.

1. Wow your readers by placing the results in the title.

While the rest of your case study should give the reader context, the results are what matter most to your potential buyers and their leadership teams. So, put the results at the top! SugarCRM kicks off its case study with Kyloe Partners and Bullhorn by sharing how they doubled lead-gen campaigns while cutting 60% of their customer’s workload.

Our suggestion: if someone were to ask you “What is the most impressive part of this case study?”, what is the first thing you’d say? That’s your headline.

2. Make the metrics obvious. 

If your customer has observed more than one area of growth, that’s awesome. Draw the reader’s eyes right to the numbers. In Facebook’s case study with Zapier and Wicked Good Cupcakes , they placed their metrics in a standalone box that makes the numbers the most important information on the page.

Meanwhile, Acquia’s case study with Third and Grove and King Arthur Baking Company features their results point-blank in a standalone line that reads “Results.” (Say what?)

3. Define the customer’s use case or challenge. 

It’s likely that your customers can use your integration for multiple use cases, so be clear about what this particular customer’s use case is from the start. In Microsoft Azure’s case study with Sourced Group and a Canadian bank , they clearly list out the challenge, the solution, and the result in three brief columns.

They also dive deeper into the bank’s challenges with a numbered list.

4. Define the audience or market. 

Your customers will want to know how you’ve solved challenges they’re facing internally or that their customers may be facing. Make an easy connection for them by pointing out the specific audience or market the case study applies to. 

Greenlight Guru’s case study with Rook Quality Systems explicitly describes how RQS’s clientele of medical professionals informs RQS’s product investments. 

5. Get customer quotes.

Tableau’s case study with AWS and ride-hailing app FREE NOW includes quotes from FREE NOW’s Head of Analytics showing how indispensable Tableau has been, in tandem with AWS, for their team’s daily operations. 

Tip: Repurpose your customer quotes by including them on your website, in press releases, and even in your outbound sales outreach. 

6. Put the results in perspective: Include a timeframe. 

Growth metrics don’t mean anything if they’re not tied to a before and after. Include the exact timeframe your analysis fits into.

And yes, Facebook’s case study with Zapier and Wicked Good Cupcakes is, indeed, cupcake-themed!

7. Get partner quotes.

You have quotes from your shared customer, why not also include a quote from your partner? Partner quotes can be especially useful for agencies who want to prove the value of their services to their customers and software vendors.

Cisco’s case study with Matternet and Stratus Information Systems includes quotes from individuals from Stratus Information Systems and Matternet — each of whom found the other to be invaluable while implementing Cisco’s software. 

8. Add personal stories.

Including brief personal stories can give extra life to an otherwise data-heavy document (think: the people behind the products and, more specifically, the customer service that makes working with a SaaS company so customer-friendly).

SugarCRM’s case study with Kyloe Partners and Bullhorn shares a meet-cute-ish story detailing how Kyloe Partners’ co-founder and director and Bullhorn’s co-founder met back in the day (Can’t you just see it in a movie?). 

9. Show them the people behind the product. 

Did I mention a big part of SaaS is that last “S”? It’s all about the service.

Greenlight Guru’s  case study with Rook Quality Systems talks about how much RQS values the company because of its relationship with GG employees. 

10. Avoid the “wall of text” effect. 

Grab your designer (Hi, Nick !), and develop a creative way to organize the benefits or data you’re showcasing in the case study.

Braze’s case study with Segment, Amplitude, and IBM includes a graphic displaying their in-platform activities. 

And Acquia’s case study with Third and Grove and King Arthur Baking Company includes the stakeholders, situation, challenge, solution, and results neatly laid out — bringing the good stuff front and center. 

11. Create video content.

For an extra special case study, and if your customer’s on board for the extra time commitment, consider creating a video. 

ActiveCampaign’s case study with Salesforce and the Museum of Science and Industry, Chicago , includes a video at the top that dives into what the MSI team’s work days look like, the challenges they experience, and how the ActiveCampaign-Salesforce integration has helped them. 

If you’re curious, we picked apart ActiveCampaign’s entire co-marketing playbook for getting to #1 in Salesforce’s marketing automation AppExchange .

From ActiveCampaign’s case study with Salesforce and the Museum of Science and Industry, Chicago 

Sensyne includes a case study video on their website , existing outside of their official case study with Microsoft and Cognizant , explaining how they’ve deployed patient monitoring capabilities during COVID-19. 

From Cognizant’s case study with Microsoft and Sensyne Health (video case study on Sensyne Health’s website) 

12. Talk up your partners.

Include context about your partners, and talk them up. This case study should make you and your partner shine! 

Tip: Include your partner case studies on the customer success section of your website and your partner page . It’s not just your potential customers reading these case studies, it’s also your potential partners. 

Amazon Web Services’ case study with Deluxe Entertainment Services and Capgemini features a description of Deluxe Entertainment Services in a standalone section on the right.

13. Include a CTA.

‘Nuff said.

14. Create ancillary content that promotes your case studies. 

Braze’s article in their Perspectives magazine links directly to their case study with Segment , Amplitude , and IBM .

If you’re developing partner case studies for the first time, or if you want to give your existing case studies a second life, check out our partner case study gallery below to gander everything we’ve mentioned thus far in a big picture view .

Partner Case Study Gallery: 

And now, a collection of examples to help inspire your own work.

1. Facebook, Zapier, and Wicked Good Cupcakes

Read the case study .

2. Braze, Segment, Amplitude, and IBM

3. greenlight guru and rook quality systems, 4. sugarcrm, kyloe partners, and bullhorn.

Read the case study . 

5. WPengine, BCF Agency, and Orangetheory Fitness 

6. activecampaign, salesforce, and the museum of science and industry, chicago, 7. microsoft azure, sourced group, and a canadian bank, 8. cisco, matternet, and stratus information systems, 9. aws, deluxe entertainment services, and capgemini , 10. boomi and workiva.

This case study is a little different. In Dell Boomi’s case study with Workiva , they talk about how Workiva’s developers use Boomi to develop integrations for a variety of customers. 

11. Tableau Software, AWS, and FREE NOW 

12. acquia, third and grove, king arthur baking company, 13. cognizant, microsoft, and sensyne health, your partner case study checklist.

Great, you have the fundamentals. But what now? To rollout successful case studies you’ll need to make a few decisions: Considerations for planning your partner case study strategy: 

• Will you develop joint case studies with some of your early adopters before going live with a given integration? (hint: case studies like this can help strengthen your press release and make the case for other customers interested in adopting) 
• Which customers do you have the best relationship with, who may be interested in participating in a case study?
• Is it okay to reach out to the above customers, or will it cause friction in their relationship with your sales or marketing team? (e.g. your team has already sent that customer a number of asks in the past month. Enough is enough!) 
• Are there specific use cases you’re looking to amplify through the case study? (e.g. an increase in revenue vs. a better leads to opportunities rate) 
• Will your case studies be more like a blog post-like or a fact-sheet-like? (note: Braze publishes case studies in their magazine, Perspectives ) 
• Will you create video case studies in addition to written case studies (like Cognizant’s case study with Microsoft and Sensyne Health )? 
• How long will your case studies be? ( ActiveCampaign and Salesforce’s case study with Museum of Science and Industry is quite extensive while Acquia, Third and Grove, and King Arthur Baking Company’s case study spans a single page.

Considerations for distributing your partner case studies:

• Where will your case studies live? Will they be gated with the goal of lead-gen? Or will they be available to the public? (Tip: If you make your case studies publicly available, you may want to consider a “Download PDF” button anyway so readers can pass the case study along to their team, just like Microsoft Azure does) 
• Will your case studies exist as standalone, downloadable documents, as dedicated pages on your site, or another format entirely?
• Will you pull quotes or pieces of analysis from your case studies as previews for a case study homepage — or for elsewhere on your site/marketing materials? (You’ll want to let your customer know your plans ahead of time)
• Will you use your case studies in nurture sequences to drive engagement with your leads?
• Will your case studies be part of a bigger campaign with the participating partner ?

What makes a partner case study great? We called out the best attributes and developed a checklist for planning your case study strategy.

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Cochrane Training

Case studies in partnerships.

Here you will find a series of case studies of partnerships in action within a range of Cochrane Groups. These talk about the background to the partnership, its development, the benefit to both sides and tips for Groups. 

If you have examples of partnership work that you would like to share, please contact Cochrane KT Department .

Cancer Review Group Network identifies potential stakeholders across the network in a mapping exercise

Cochrane Airways and a UK based charity, Asthma UK

Cochrane oral health and their global alliance of partners, cochrane rehabilitation and various national societies of rehabilitation medicine, cochrane rehabilitation and the international society of physical and rehabilitation medicine, cochrane child health and trekk (translating emergency knowledge for kids).

Partner(s): TREKK, a Canadian organisation committed to improving emergency care for children and families across Canada.  Partnership activities: identification of high quality evidence and development of KT tools for healthcare practitioners and parents, made available through the TREKK website.  Type of partnership agreement: formal Date: 2018 Read more 

Further examples

Here you can find links to a range of further examples of partnerships taking place across Cochrane.

Partnership for priority setting

• Neuro-Oncology Group Priority Setting Partnership
• Developing a research agenda for ENT, Hearing and Balance Care

Partnership for review dissemination

• BMJ partners with Cochrane Clinical Answers to boost knowledge at the point of care 
• Cochrane UK partnership with Mediwikis
• Cochrane Airways working with Sense about Science

Partnership for guideline development

• Cochrane Eyes and Vision partnering with American Academy of Ophthalmology
• South African Guidelines Excellence project
• Cochrane Incontinence: working with guideline developers

Partnership for consumer engagement

• Consumers United for Evidence-Based Healthcare (CUE)
• PartecipaSalute : Involving patients, citizens and their association in research 
• Consumer/patient engagement Cochrane Child Health

10 Examples of Successful Business Partnerships

Discover 10 inspiring examples of successful business partnerships that have revolutionized industries, from tech giants to fashion moguls.

In today's rapidly evolving business landscape, partnerships have become a key strategy for companies looking to expand their reach and leverage the strengths of others. These collaborations offer a multitude of benefits, such as shared resources, increased market access, and complementary expertise. In this article, we will explore ten examples of successful business partnerships and delve into the factors that contribute to their success.

Understanding Business Partnerships

Before we dive into the examples, let's first establish a clear understanding of what business partnerships entail. At its core, a business partnership is a formal agreement between two or more organizations to work together towards a common goal. This collaboration can take various forms, including joint ventures, strategic alliances, and co-branding initiatives.

Business partnerships are not just about signing a contract and calling it a day. They require careful planning, negotiation, and ongoing effort to ensure success. Partnerships can be formed between companies in the same industry or across different industries, depending on the objectives and desired outcomes.

One of the key benefits of business partnerships is the ability to leverage each other's strengths. By combining resources and expertise, companies can tap into new markets, access a broader customer base, and create innovative products or services that wouldn't be possible alone. This collaborative approach allows businesses to achieve more together than they could on their own.

The Importance of Business Partnerships

Business partnerships play a significant role in fostering growth and innovation. They provide opportunities for companies to expand their reach and explore new avenues of business. By partnering with another organization, companies can gain access to new markets, technologies, or distribution channels that they may not have had access to otherwise.

Moreover, partnerships offer a sense of stability and shared risk, enabling companies to navigate challenging times more effectively. In times of economic uncertainty or industry disruptions, having a trusted partner by your side can provide reassurance and support. By sharing resources and spreading the risks, companies can weather storms and come out stronger on the other side.

Key Elements of Successful Partnerships

While each business partnership is unique, certain key elements consistently contribute to their success. Firstly, clear and mutually beneficial objectives must be established from the outset. Both parties should have a shared vision of what they want to achieve through the partnership and align their goals accordingly.

Transparency and open communication also play a crucial role in building trust and ensuring the partnership's longevity. Regular meetings, updates, and feedback sessions should be scheduled to keep all stakeholders informed and engaged. This open flow of information allows for timely decision-making and problem-solving, minimizing misunderstandings or conflicts along the way.

Additionally, a commitment to mutual respect, shared values, and complementary skills will foster a healthy collaborative environment. Each partner brings unique strengths and perspectives to the table, and recognizing and leveraging these differences can lead to more innovative and well-rounded solutions. Trust and respect are the foundation of any successful partnership, and investing in building strong relationships is essential for long-term success.

In conclusion, business partnerships are a powerful tool for companies looking to expand their horizons, drive innovation, and navigate the complexities of the business world. By combining resources, expertise, and shared goals, partnerships can unlock new opportunities and create a win-win situation for all parties involved.

The Power of Collaboration

Collaboration has long been recognized as a powerful tool for businesses. By working together, companies can achieve more than they could on their own. Now that we understand why business partnerships are significant, let's explore the specific benefits they offer.

Benefits of Business Partnerships

One of the primary advantages of partnerships is increased access to resources. Companies can pool their financial, technological, and human resources, allowing them to undertake larger projects and achieve economies of scale. This means that they can tackle ambitious endeavors that would have been impossible for each individual company to accomplish alone.

But the benefits don't stop there. Collaborating with another organization can also enhance brand visibility and credibility. When a company partners with a reputable organization, it lends validation and trust to their own brand. Customers are more likely to trust a business that has the stamp of approval from a respected partner.

Furthermore, partnerships can provide access to a partner's network, opening doors to new customers and markets. By tapping into their partner's connections, companies can expand their reach and tap into new opportunities. This can be particularly valuable for businesses looking to enter new geographic markets or target specific customer segments.

Challenges in Forming Partnerships

While the benefits of partnerships are undeniable, it's essential to acknowledge the challenges that may arise during the formation process. One such challenge is finding the right partner who shares similar values, objectives, and work culture. It's crucial for both companies to be aligned in their vision and goals to ensure a successful collaboration. Misalignment in any of these areas can lead to conflicts and the potential breakdown of the partnership.

Additionally, aligning long-term strategies and maintaining a fair distribution of resources can be difficult. As companies work together, they need to constantly evaluate their strategies and ensure that they are in sync. This requires open dialogue and a willingness to adapt and compromise. Fairly distributing resources can also be a challenge, as each company needs to feel that they are getting a fair share of the benefits.

Despite these challenges, the power of collaboration cannot be underestimated. When companies come together and leverage each other's strengths, they can achieve remarkable results. By pooling resources, enhancing brand visibility, and accessing new networks, partnerships can propel businesses to new heights of success.

Profiles of Successful Business Partnerships

Now, let's delve into examples of successful business partnerships across various industries.

Tech Industry Partnerships

One notable partnership in the tech sector is the collaboration between Apple and IBM. This partnership combined Apple's consumer-oriented products with IBM's expertise in enterprise solutions, resulting in the development of innovative mobile applications tailored for businesses.

For instance, one of the successful mobile applications that emerged from this partnership is the IBM MobileFirst for iOS. This app provides businesses with a suite of tools and services to streamline their operations, enhance productivity, and improve customer engagement. With features like real-time analytics, secure data management, and seamless integration with existing enterprise systems, the partnership between Apple and IBM has revolutionized the way businesses operate in the tech industry.

Retail Industry Partnerships

In the retail industry, we can look to the partnership between Target and CVS Pharmacy. By placing CVS mini-pharmacies within Target stores, both companies benefited from increased foot traffic, streamlined operations, and enhanced customer convenience.

This partnership not only provided Target customers with easy access to pharmacy services but also allowed CVS Pharmacy to expand its reach and tap into new customer segments. With the integration of CVS mini-pharmacies, Target stores became one-stop destinations for customers, offering a wide range of products and services under one roof.

Service Industry Partnerships

One example of a successful partnership in the service industry is the alliance between Marriott International and Emirates Airlines. Through this collaboration, Marriott Rewards members can earn airline miles while Emirates Skywards members can enjoy exclusive benefits at Marriott properties.

With this partnership, both Marriott International and Emirates Airlines aimed to enhance the travel experience for their respective customers. Marriott Rewards members can now earn airline miles for their stays at Marriott properties, allowing them to accumulate rewards for their future travels. On the other hand, Emirates Skywards members can enjoy exclusive benefits such as complimentary room upgrades, late check-out, and access to exclusive lounges when staying at Marriott properties.

Furthermore, this partnership also opens up opportunities for joint marketing campaigns and cross-promotion, allowing both companies to reach a wider audience and strengthen their brand presence in the service industry.

Lessons from Successful Business Partnerships

Now that we've explored some exemplary partnerships, it's time to extract valuable lessons that can be applied to other collaborative endeavors.

Common Traits of Successful Partnerships

Successful partnerships are characterized by trust, open communication, and a shared vision towards a common goal. These partnerships prioritize mutual benefits, highlight each other's strengths, and navigate challenges together, fostering a sense of teamwork.

Strategies for Building Strong Partnerships

If you're looking to build a successful partnership, start by conducting thorough research to identify potential partners who align with your objectives and values. Establish clear objectives, roles, and responsibilities from the beginning, and maintain ongoing communication to address any issues promptly. Additionally, invest time and effort into building relationships and trust, as these are the foundation of a lasting partnership.

The Future of Business Partnerships

Looking ahead, the role of partnerships in shaping the business landscape is set to expand.

Trends in Business Partnerships

As businesses strive to remain competitive, we can expect to see an increase in cross-industry partnerships. For instance, technology companies may collaborate with traditional industries to drive digital transformation and innovation. Moreover, partnerships between competitors may emerge as a strategic move to share costs and accelerate growth.

The Role of Partnerships in Business Growth

Partnerships will continue to be instrumental in driving business growth and market expansion. By harnessing the collective power of diverse organizations, companies can navigate economic uncertainties, tackle complex challenges, and unlock new opportunities.

In conclusion, business partnerships offer numerous advantages and have proven to be a successful strategy for companies across industries. They foster collaboration, provide access to resources, and enable mutual growth. By studying successful partnerships and applying their key elements and lessons, businesses can maximize their chances of building fruitful collaborations in the future.

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Partnership Marketing: Definition, Case Studies & Impact

With partnership marketing , two or more companies team up to create marketing campaigns that help them grow organically with a mutual agreement, thus making it possible to reach shared business goals. Partnership marketing leverages the time and resources of partners that help them expand their market.

Table of Contents

Why and when partnership marketing makes sense

Partnership marketing can be a great way to grow a business in several circumstances. As financial resources might be scarce and a company wants to grow more organically, partnership marketing can help in forming long-term relationships to expand overnight the market of your company.

In short, partnership marketing can be the most effective organic growth strategy as an alternative to other paid channels.

The Pinterest Shopify’s app case study

Announcing our new channel partnership with our friends at @Pinterest ! Get @Shopify products in front of 350m+ Pinners for free with shoppable Pins and shop profile tabs, plus buy shopping ads all from one app. 📍 https://t.co/IHmw7xN8yi — Satish Kanwar (@skanwar) May 7, 2020

The Pinterest app on Shopify is a great example of how partnerships can be used as a win-win-win.

Both companies (Shopify and Pinterest) can gain from the partnership. And as effect also its main partners (e-commerce websites on Shopify, users on Pinterest).

Indeed, Shopify makes it even easier for its e-commerce websites to directly post their product listing on Pinterest, thus expanding each of its products.

At the same time, Pinterest benefits by gaining more active users and by enabling more curated images on the platform, which makes it more valuable for Pinterest users. And in turn, the company would be able to sell more advertising.

As specified on the Pinterest blog:

The  Pinterest app on Shopify  includes a suite of shopping features like tag installation, catalog ingestion, automatic daily updating of products, and an ads buying interface.

As further explained on the Pinterest blog:

By uploading their catalog feed, merchants make it possible for people to discover and save their products and buy directly from their website. People come to Pinterest with an intent to plan and purchase.

In a well-executed Partnership Marketing agreement, everyone wins

As we saw, partnership marketing can be a great way to organically growt a business while simultaneously expanding its boundaries, as partners can draw from each other’s markets to add more value to their existing audience.

A well-executed partnership marketing plan then adds value for everyone!

The Pinterest-Shopify Partnership Two Years Later

It’s always interesting to look at how partnerships evolve.

Building effective partnerships is not a simple task.

So how did eventually go the partnership between Pinterest and Shopify?

After two years after its launch, the partnership expanded across many other countries.

As of June 2022, Pinterest and Shopify expanded the discoverability feature to 29 markets and 450+ million users!

Key Highlights

• Partnership Marketing Overview : Partnership marketing involves collaboration between two or more companies to create marketing campaigns that leverage each other’s resources and reach to achieve shared business goals. It’s a strategy for organic growth and expanding markets.
• Benefits and Scenarios : Partnership marketing is effective in situations where a company wants to grow organically with limited financial resources. It forms long-term relationships and allows businesses to tap into each other’s markets, providing an alternative to paid advertising channels.
• Pinterest Shopify App Case Study : The partnership between Pinterest and Shopify is highlighted as an example of successful partnership marketing . Both companies benefit, as do their primary users (e-commerce websites on Shopify and users on Pinterest). The app allows Shopify sellers to easily showcase products on Pinterest, expanding their reach, while Pinterest gains more active users and valuable content.
• Shopify’s Pinterest App : The Pinterest app on Shopify facilitates shopping features, including product tagging, catalog integration, daily updates of products, and an ad buying interface. Merchants uploading their catalog feed can benefit from Pinterest’s user intent to plan and purchase.
• Win-Win-Win Situation : Partnership marketing , when executed well, benefits all parties involved. Partners can tap into each other’s markets, adding value to their audiences and expanding their boundaries, resulting in mutual growth.
• Pinterest-Shopify Partnership’s Progress : The partnership between Pinterest and Shopify evolved positively. After two years, it expanded to many other countries and markets, reaching over 450 million users in 29 markets by June 2022.

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Partnership Marketing: The Ultimate Guide for 2024

Partnership marketing is a broad term for several collaborative marketing techniques, including affiliate marketing, influencer marketing, loyalty marketing, cross-promotion, joint product developments, and more!

All these techniques are incredibly effective if you have the right partners, and choose the right type of partnership marketing, for your objectives.

But which partnership marketing strategy is the right one for your brand? And how do you find the right partners to collaborate with?

How do you implement your partnership marketing strategy and manage all your partners?

It can be challenging to answer these questions, especially when there are so many different types of partnership marketing, and so many different techniques to use.

Today, we’re covering everything you need to know about partnership marketing and how to make it work for you!

In this guide, we go over what partnership marketing is, the different types of partnership marketing, the benefits, and how to find and choose the  best  partners.

We also review some of the best partnership marketing software and look at some real-life partnership marketing examples.  

To demonstrate just how successful partner marketing can be, we have a  case study  provided by the award-winning experts at  Acceleration Partners ,  a leading, global, partnership marketing agency!

Let’s get right into it!

Skip to What You Need

What is Partnership Marketing?

Partnership marketing (sometimes called partner marketing) is collaboration between parties that  benefits both entities  and helps them achieve their business and marketing objectives. These objectives range from increased brand awareness, recognition and credibility, to lead generation, sales and business growth. 

There are many types of partnership marketing (more on those below) and partnerships can be between two brands or between an individual and a brand, or even two individuals.

Some of the most well known marketing partnerships include  affiliate partners  who promote a brand on their own platforms in exchange for a commission on the sales or actions they generate, and  influencers  who promote a brand on their channel in exchange for payment or a sample product that they can unbox, test and review – creating valuable content for their channel. 

The main goal or objective of partnership marketing is for two entities to join forces in a strategic marketing collaboration that benefits them both and helps them reach their respective objectives. 

DEFINITION: WHAT IS PARTNERSHIP MARKETING?

Partnership marketing (sometimes called partner marketing) can be defined as a strategic marketing collaboration between parties that benefits both entities and helps them achieve their business and marketing objectives. These objectives range from increased brand awareness, recognition and credibility to content creation, lead generation, sales and business growth. 

Partnership Marketing vs Business Partnerships – What is the Difference?

Business partnerships are usually formal, legal agreements between parties.examples of partnership marketing when two law firms merge or one company partners with another to provide a combined service or product. These types of partnerships involve a lot of red tape, think contracts, taxes, registrations, levels of liability etc. and are usually permanent or long-term agreements. 

Partnership marketing, on the other hand, can be much less formal and may not involve any kind of legal agreements, tax complications or even an exchange of money. While we call it  partnership  marketing, and there are formalized types of partnership marketing, it is often a much looser agreement, or  collaboration  between parties.

The aim is to achieve marketing objectives that can be difficult to quantify, for example, a collaboration may lead to improved brand awareness, credibility and trust,successful partnership marketing campaigns but these benefits may not have any immediate impact on revenue.

This is why many  marketing partnerships are measured  in terms of actions taken or impressions, rather than a sales commission that relies on an immediate impact on sales. 

In some cases, like when two influencers collaborate to jointly create new content, there is no exchange of money, affiliate marketing programs no agreement and the collaboration may be a spontaneous, once-off event with no paperwork or agreement at all. 

What Are the Main Types of Partnership Marketing?

There is a range of different types of partnership marketing cross-promotional partnerships approaches to choose from. According to Acceleration Partners , it is vital to choose the right type of partnership (and the right partners) to be successful.

Let’s take a quick look at some of the most popular strategies:

• Affiliate Marketing:  a mutually-beneficial strategy that involves collaboration with a publisher, such as a blogger or an influencer, who will advertise and promote your product or service to their respective audience.
• Influencer Marketing: when an influencer partnerships or industry expert markets the brand’s product/service to their followers in exchange for a fee or free products/perks or upgrades. Influencers also benefit from creating content for the brand, as it forms part of their channel’s content and adds value for their followers.
• Loyalty Marketing: when a brand offers incentives to its customers to buy more frequently or spend more with a formalized loyalty program partnerships to earn points and receive benefits like discounts or a free product after x purchases.
• Distribution Partnership Marketing:  when a certain brand will bundle up another brand’s products or services with their own products or services, as a package deal, and the brands then benefit from reaching each other’s distribution networks.
• Referral Marketing: referral programs are similar to affiliate and loyalty marketing, where a brand partners with people who will refer people to the brand collaborations in exchange for an strategic alliances incentive, reward, or commission.
• Cross-Promotion Marketing: when partners promote each co-marketing campaigns other to their particular audiences through a joint marketing campaign that promotes the other’s product/service.
• Sponsorships: when a brand publicly sponsors the second party in exchange for visibility and views. Sponsors can sponsor events, joint promotions public figures like athletes or musicians, or content creators, their channels, or individual pieces of content like a specific YouTube video by a popular creator.
• Product Placements:  when a clearly branded product is used in a TV show or movie and the scene places emphasis on the product or brand, ensuring that viewers see it being used by a beloved character in the show.
• Co-branding:  when two brands come together to create a co-branded product or upgrade, like the Apple Watch Nike Edition.
• Content Marketing:  when a brand has their product placed in content like blogs, videos, and social media posts to promote their products in a natural and relevant way.
• Licensing:  when a brand allows another brand to make and market a product under its branding. For example, Netflix and Ben & Jerry’s “Netflix and Chill’d” ice-cream edition.

How to Choose the Right Partnership Marketing Partners

When you decide to give partnership marketing a go, take your time and find the right strategic partners – it will make all the difference to your experience, and the success of your partnership marketing!

According to Acceleration Partners,  choosing the best strategic partners for your partnerships  is essential. Look for partners that are complementary to your brand in terms of both their  products/service s and their  values . Aim to create relationships that will last, with partners that share your business and ethical values, as well as being a good fit for your products and your audience. 

Your partners will reflect on you, and you will reflect on them, so do your homework and choose them wisely!

Not everyone will make a great partner. But even if the people you connect with aren’t right choice for your partnership marketing, looking for partners can still be a productive exercise. Expanding your existing network and making new contacts that are relevant to your brand and marketing may lead to other valuable opportunities.  

Now let’s take you through some of the key steps of selecting the right marketing partner:

Define Your Marketing Objectives .

Before you start searching for a partner, make sure that you have clearly articulated what your brand wants to achieve through your  potential business partnership .

Your objectives will inform the type of partnership marketing that will be the most beneficial for you. Choosing the right type of partner and right type of partnership collaboration will make a huge difference to the results you’re able to achieve. 

Once you have set up your partnership, you can assess whether the relationship is meeting these objectives and how you can improve things or change things as needed. 

Find a Company With Common Ground .

This common ground must include a very similar audience to your company. This is very important, as this could lead to future problems if this is not clearly defined from the start. In essence, their target audience must be in the same sector and industry as your target audience.

Additional common ground includes having similar values to your company. This will ensure that you both can build on a similar foundation.

It is also worth offering products or services that are complementary to one another.

You can find potential partners for your partnership marketing through: 

• Google search 
• Social media searches and industry related hashtags 
• Online forums in your niche
• Business directories 
• Tradeshows and conventions 
• Networking events online and in person 
• Affiliate and influencer platforms and marketplaces 

Once you have selected some potential partners, research them before you reach out so that you can weed out any partners that will obviously be a poor fit. Once you have narrowed it down, find out who the right person to speak to is and reach out to them directly.

From there, focus on building a relationship that is mutually beneficial and be clear about the value you can offer them, as well as what you want in return.

Here are the next steps to follow, and what to consider when you’re choosing a partnership marketing partner, in more detail:  

Research, Research and More Research

And, you guessed it, more research! When it comes to finding a great partner, this is when research counts a great deal. Whatever a potential partner does in the future, will reflect either positively on negatively on your brand, so this is an important decision for you to make.

Start by reading up on all the reviews you can find of the companies that spark your interest. Then be sure to ask for references. Try to get an opinion from an outside third party on what they think of the partner you are planning to approach.

And finally, ask to see their buyer persona. It will also be an advantage if you have your own to provide to potential partners.

• Identify Any Potential Conflicts of Interest

Once you have found a company with more common ground than other companies, it is good to start identifying if there are any potential conflicts that may arise. For starters, avoid a brand that will result in direct competition to your brand.

You will also need to determine who would own particular leads? And how would the profits be shared? Make sure that all these matters are ironed out early on.

• Define Fair Expectations, an Even Workload Spread and a Clear Agreement

Make sure that you both clearly articulate the responsibilities for each partner and what the expected outcomes are for each of those responsibilities.

It’s no good being ‘wishy-washy’ when it comes to responsibilities, and each partner must receive an equal share. This means that both parties must input the same amount of time and resources to get their jobs done.

Partnerships of all kinds work best when there is a clear agreement between parties, that sets out who is responsible for what, timeframes, contingences for unexpected delays or roadblocks along the way, as well as what happens of either party fails to deliver what they’re responsible for, and how assets like contact lists, leads etc. will be handled when the partnership ends.  

• Play to Your Specific Strengths

While it is good to have an equal share of responsibilities, it is not necessary to split them right down the middle.

Simply make sure that each partner is able to use their particular expertise or strengths in the relationship. Both of you will be specialists in certain areas, so make sure you focus on those strengths unique to you.

• Develop a Feedback Loop

It’s important that a space is created where feedback can be provided. So ensure that you and your various stakeholders gather together on a regular basis to talk over how things are going.

It will also be good to give each stakeholder a turn to chair the meeting. Basically everyone needs to feel heard.

Define How Results Will Be Tracked and Measured

It’s important to identify and track your progress against your objectives as closely and accurately as possible. Decide which metrics will be measured, and how, ahead of time so that there can be no disagreement or dispute of the results down the line. 

Make sure that your goals are measurable and that you define how long you will track progress, and how often you will evaluate your progress. 

• Create that Personal Touch and Focus on Building a Relationship

While it is about business, it’s also about a personal relationship. Take the time to get to know your partners – who are they, what are their likes and dislikes? Their values? What’s their pet’s name?

This might sound odd, but it’s always worth having that personal connection when it comes to business. This might just be the glue that holds it all together!

SUMMARY: HOW TO CHOOSE THE RIGHT PARTNERS FOR PARTNERSHIP MARKETING

• Define Your Marketing Objectives
• Find a Company with Common Ground
• Do a Lot of Research

1 Partnership Marketing Case Study

Partnership marketing involves two entities working together so that they  both  benefit from the collaboration.

The purpose of marketing partnerships is to build brand awareness for both entities, increase sales/engagement and provide their target audience/s with additional value by joining forces.

Let’s take a look at a partnership marketing case study (and then some partnership marketing examples from brands you know) to see just how successful it can be: 

Case Study: Reebok Loyalty Affiliate Campaign Results in 161% (YoY) Revenue Increase

Despite an initial rise, fitness, and lifestyle apparel brand Reebok saw a marked drop in orders during the Covid-19 pandemic. To combat this and gain new customers, Reebok turned to  Acceleration Partners , a leading partnership marketing agency.

Their objectives were to:

• Gain new customer revenue through a targeted campaign with a loyalty affiliate;
• Increase average order value (AOV) from new customers; and
• Engage previous customers to bolster lifetime value and brand loyalty.

Acceleration Partners developed a strategic two-week campaign with Cartera, a leading loyalty program provider that works strategically with banks and airlines.

Choosing Cartera and the type of partners they work with was a crucial component of the campaign, which proved to be incredibly successful.

With Cartera, Reebok was able to join forces with a major U.S. airline. The carefully targeted campaign included a limited-time bonus, where qualifying purchases of at least $100 with Reebok gave consumers 500 bonus points, which were applied as bonus miles for the airline.

Promoting the campaign included homepage placements on the airline’s homepage and a newsletter from Cartera announcing the Reebok bonus offer to all airline loyalty members.

While the campaign targeted just one airline, it created a halo effect that resulted in a 38% increase in revenue from other programs on Cartera.

Acceleration Partner’s approach revolved around strategically identifying a valuable media placement opportunity, precise audience targeting, and choosing the best loyalty affiliate partner for the campaign.

Each of these elements was carefully considered, and the solutions strategically selected, which lead to impressive results from just a two-week campaign:

• 161% increase in revenue YoY from Cartera
• 329% increase in clicks YoY from Cartera
• 143% increase in new customer revenue YoY from Cartera
• 49% increase in AOV YoY from Cartera

These results took Reebok back to, and surpassed their pre-pandemic order volume and revenue.

4 Successful Partnership Marketing Examples

As you can see from the case study above, partnership marketing done right can rapid drive growth and provide a significant bump in revenue, as well as set you up for long-term success with dynamic on-going partnerships.

The best marketing partnerships are between brands that share an audience in terms of their audience’s values and desires, as well as demographics.

Here are some  partnership marketing examples from popular brands  you know (and maybe love) that really leveraged their shared audiences’ values and passions:

1. BMW and Louis Vuitton .

The marketing partnership between  BMW and Louis Vuitton  is a great example of brand giants coming together for a joint purpose. Both of their types of customers travel frequently and strive for exclusivity, luxury and comfort, so what better way to target their audience than co-branding their retail products?

These two created a four-piece luggage collection, retailing for $20 000, which was designed to fit perfectly into the trunk of the BMW i8. This is a great example of an innovative marketing partnership that leveraged their shared audiences values and desires to cross-promote their core product offerings to a shared audience. 

2. AirBnb & Flipboard

I bet most of you have heard of Airbnb, but not as many will know about the social network aggregator, Flipboard. In this partnership marketing example , these two got together to create new content and in turn promoted each other to each of their (overlapping) audiences.

Thanks to their collaboration with Airbnb, Flipboard was able to greatly increase their number of users and Airbnb was able to generate valuable brand awareness, engagement and marketing content.  

3. H&M and Balmain

Over the years the Swedish retailer H&M have been known to collaborate with a number of different luxury fashion designers. Perhaps the best example is when they partnered with the Balmain clothing collection in 2015.

This collaborative clothing collection was launched onto the H&M website and their brick and mortar stores, which had queues that could be seen far and wide.

Every year H&M collaborates with these types of designer brands, allowing their customers to pay for designer clothing items at a fraction of the price. Now that’s a win win partnership!

By collaborating with a highly desirable designer/brand, H&M was able drive a massive sales by using the desirability of Balmain products from consumers who would not normally be able to afford or access such a high-end brand.

Balmain benefitted from a huge amount of awareness and buzz around their brand that reached H&M’s huge audience of people who value high-fashion brands.  

4. Red Bull and GoPro

Back in 2012, when the novelty of GoPro was a really big deal, they partnered with Red Bull to support Australian skydiving legend, Felix Baumgartner. Here the two brands collaborated to capture his record-breaking jump from a 24 mile high balloon.

GoPro: Red Bull Stratos – The Full Story :

This turned out to be quite the enthralling take, captured on GoPro, and both brands received a great deal of exposure through this partnership.

These partnership marketing examples demonstrate how brands can join forces and generate huge value in terms of brand awareness, engagement, anticipation/buzz, content marketing, user generated content AND sales!

9 Great Partnership Marketing Benefits

There are many significant benefits to partnership marketing and here are some of them:

1. Branching into New Markets

Partnering with another brand that has a presence in a particular region, area or niche, will enable you to reach a new market, that you wouldn’t have been able to reach before.

This opens up new opportunities for growth and greater productivity for your brand.

You can also sit back and enjoy the benefits of a customer base that will more easily trust your brand, due to the trust they already have for your partner.

You will be marketing to an audience that will already be interested in the kinds of things you offer. This can maximize your marketing efforts, with the least amount of input.

2. Providing Fresh Perspectives

By working with a marketing partner, you will be exposing yourself and your team to some different and new outlooks on marketing.

Perhaps there are a few gaps that you might have missed that need improvement? Or maybe there’s something completely out of the ordinary that you hadn’t thought of before?

The great advantage of partner marketing is that each partner can use it as an opportunity to learn from each other and to gather wisdom from each other’s strengths and weaknesses.

3. More Cost-effective than Traditional Marketing Channels

It’s worth keeping in mind that the industry is moving closer to a pay-per-performance model, and away from a pay-per-ad and impression model.

So in the case of partnership marketing, it will now be easier to measure your ROI based on how a particular post performs, as opposed to measuring social media metrics, such as likes, shares and comments etc. This will be more relevant to the affiliate partnership marketing strategy.

For some partner strategies a swap can also be included, which can save costs and benefit both partners.

Partnership marketing also requires less financial risk on your part, as only a small fee or commission will be required. This will be more relevant to the affiliate type of partnership marketing.

4. Provides You with a Support System

It is comforting from time to time to know that you are not alone in the marketing game!

When you succeed, your partner succeeds with you and this just highlights how mutually beneficial this type of marketing relationship is.

The true benefit comes when you find a partner who is open and communicates clearly with you from the start.

5. Targeting Customers at the Ideal Time

Through cross-promotion, you are more likely to be noticed when a customer makes a purchase from your partner and stumbles across your brand at the same time.

The timing couldn’t have been more perfect!

For example, when driving with Uber you can tune into Spotify and listen to songs through them while driving. And when booking flights, you might also notice a hotel ad popping up and recommendation a stay with them near your destination.

The opportunities are endless!

6. Delivering Added Value to Your Brand

When partnering with a trusted brand, you will be adding greater value to your existing brand.

Whether it’s through developing new content, making necessary improvements or doing a content swap, customers are more likely to take notice and to become more attracted to your brand.

It can only be beneficial when you open up new avenues of interest and strive to enrich your brand even more than before.

7. Building Your Brand Identity

Partnerships open up the opportunity of brand association.

For smaller brands, partnering with a larger brand means they will be able to reach a much wider audience. On the flip side, a larger brand can benefit by reaching a more specific, niche audience, by partnering with a smaller brand.

It’s through these types of partnerships, that customers might begin to associate better with your brand, if they see you partnering with a unique or more popular brand.

8. Providing Unique and Innovative Solutions

Partnership marketing is a great way for two complementary products/services to join forces and provide an innovative new solution. By drawing on each other’s strengths they can provide a more comprehensive product/service, or package, which often leads to the development of an entirely new solution. 

9. Growth and Increased Revenue 

We have talked a lot about the more indirect benefits of partnership marketing but biggest benefit (like all other forms of marketing) is increased revenue and growth.

Strategically harnessing the power of partnerships and collaborations allows you to reach more people in your target audience, generate leads, and close sales. All while giving you all the less direct benefits, like brand awareness and improved trust, AND costing you very little!  

SUMMARY: THE BENEFITS OF PARTNERSHIP MARKETING ARE:

• Branching into New Markets
• Providing Fresh Perspectives
• More Cost-effective than Traditional Marketing Channels
• Provides You with a Support System
• Targeting Customers at the Ideal Time
• Delivering Added Value to Your Brand
• Building Your Brand Identity
• Providing New and Innovative Solutions 
• Growth and Increased Revenue 

3 Top Partner Marketing Software to Use

What is partnership management software?

Partnership management software is used to track sales and affiliates through a variety of channels, as well as streamline communication between partners. It also allows you to see an overview of your partners and their performance so you can continually optimize your marketing and improve your partnerships. 

Essentially, it gives you everything you need for simple and effective partnership relationship management (PRM), which includes all the activities and strategies used to manage your partners and your partnership marketing as a whole. 

Partnership management platforms , on the other hand, are online platforms and marketplaces where you can search and connect with potential partners. These are especially useful for finding affiliates and influencers to partner with. 

There are a huge number of partnership management software tools out there!

It can be daunting and time consuming to sift through all the options to find the best ones, which is precisely why we have selected three of the best partnership marketing software to review here:  

1. Tapfiliate

Tapfiliate is a customizable, cloud-based Affiliate Tracking Software that allows you to develop and track your affiliate marketing campaigns. You can successfully automate a number of tasks, such as tracking, managing commissions and marketing across different levels.

You will also be happy to know that Tapfiliate can be integrated with over 30 different e-commerce and digital marketing platforms. It is also very easy to implement for those who are not familiar with management software.

• Simple to set up and manage
• Very responsive customer service
• Can be easily integrated with different platforms
• 14 day free trial available
• Can only support a limited number of languages
• A bit pricey
• A free version of the software is not available

Pricing: Starting at 89$/month

P2P Score: 4.7/5

Website: tapfiliate.com  

2. Post Affiliate Pro

Post Affiliate Pro is one of the pioneers in affiliate software, used by many e-commerce websites and online stores. This great software allows you to easily manage and engage with your affiliate partners . You can also monitor a number of tasks, such as commission payouts, affiliate automation and different online payment options.

In addition, you will have access to over 170 major Content Management Systems (CMS), such as Stripe and PayPal, with WordPress and Shopify also included.

• Provides a great affiliate tracking system
• User-friendly for managing affiliates
• Flexible and customizable user interface
• Allows for detailed reports and data analysis
• Responsive and engaging customer service
• Supports a number of different languages
• A bit on the pricey side

Pricing: Starting at 97$/month up to 477$/month

Website: postaffiliatepro.com

3. LeadDyno

LeadDyno is a user-friendly affiliate management platform that provides great support for running successful affiliate marketing campaigns. The system is easily integrated with third-party websites and platforms, which is a huge plus when needing a smooth workflow.

Other huge attractions include email automation, conversion tracking, payout management and detailed reporting functions.

• Provides a long 30 day trial for users
• Very simple to sign up and use features
• Easy for influencers to use
• Easy to integrate with social media platforms and e-commerce stores
• Poor customer service

Pricing: Starting at 49$/month up to 79$/month

P2P Score: 4.5/5

Website: leaddyno.com

Final Thoughts on Partnership Marketing – Where to From Here?

Partnership marketing includes a large number of different marketing channels and strategies. Done right, it can lead to massive growth and increased revenue for your business, as well as improved brand awareness, recognition, trust and credibility.

Finding the right partners, and choosing the right type of partnership marketing for your objectives is critical for success.  

Start by finding a partner with the same brand positioning – such as having a similar type of audience and then check whether their values match up to yours.

Then reach out and start the conversation with brands that stand out to you the most. If nothing comes of it today or tomorrow, either way, you would have met some other brands in a similar industry, and you would have made some great, new connections.

Using an agency can help you get off on the right foot and establish your partnership marketing strategies and programs.

Agencies are not always an option, but if you’re looking for experts to help you with partner marketing, check out  Acceleration Partners  – a specialist, innovative and an award-winning partner marketing agency, that always gets it right. 

Ready to find your ideal marketing partners? Check out our expert marketing guides on affiliate marketing, loyalty marketing, influencer marketing and more! 

Frequently Asked Questions

What is partnership marketing.

Partnership marketing is a collaborative relationship that is formed between two or more parties, in which they help each other to reach their unique marketing and business objectives. Take a look at our comprehensive guide on how to set up a successful partnership marketing strategy for your business.

What are the main partnership marketing types?

There are many types of partnership marketing strategies, but the common types include affiliate marketing, distribution partnership, influencer marketing, sponsorships, and cross promotion. For a complete understanding on how each of these function, go and check out our full partnership marketing article.

What are the best partnership marketing software tools?

The best tools to help manage and monitor a partnership marketing program, are Tapfiliate, Post Affiliate Pro and LeadDyno. If you're interested in seeing what makes these so great and how to effectively use them, go and see our complete partnership marketing article.

What is an example of partnership marketing?

There are many examples of partnership marketing that we see and participate in every day, such as influencer marketing, content marketing, and loyalty marketing. One well-known partnership marketing example is when BMW and Louis Vuitton collaborated to create and promote an LV luggage set that was designed to fit perfectly into the trunk of a popular BMW model. Check out the full guide for more examples of partnership marketing and a detailed partnership marketing case study.

What is a partner marketing platform?

Partnership marketing platforms are online platforms and marketplaces where you can search, find and connect with potential partners for your partnership marketing. They are most frequently used to find affiliates and influencers. Check out the full guide to learn more and find out what the difference is between a partnership marketing platform and partnership marketing software.

Streamline Marketing: What is Partnership Parketing

BluLeadz: Partnership Marketing Types and Benefits

Business2Community: Main Types of Partnership Marketing 

Woodpecker: How Does Cross-promotion Work

Cobloom: How to Choose the Right Partner 

BluLeadz: Great Examples of Co-marketing

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Five business collaboration case studies of success [INFOGRAPHIC]

The power of a perfect partnership can transform companies, disrupt industries and reinvigorate brands. These five case studies of true business collaboration success demonstrate the importance of strategic partnerships, and the widespread benefits they could bring.

View the infographic   to see how alliances have recently been a benefit to both prominent industrial leaders such as Nissan and Apple, as well as emerging niche companies with an intent on expansion.

Ready to meet your next strategic partner?

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Powerlinx is a B2B technology platform that intelligently matches companies globally by connecting shared growth initiatives and building strategic partnerships.  We quantify the power and possibilities of business collaboration with our exclusive matching engine built intelligently around the needs of your company.

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How to Create a Case Study + 14 Case Study Templates

Written by: Brian Nuckols

When it comes to high impact marketing content, case studies are at the top of the list for helping show off your brand’s stuff. 

In this post, I’ve put together a few high-level case study design tips as well as 14 professionally designed case study templates that you can use to start designing beautiful case studies today. 

Let’s begin! 

Here’s a short selection of 12 easy-to-edit case study templates you can edit, share and download with Visme. View more templates below:

What is a Case Study?

A case study is a way for you to demonstrate the success you’ve already had with existing clients. When you create a case study, you explore how previous clients have used your product or service to reach their goals. 

In particular, a case study highlights a specific challenge or goal one of your clients was struggling with before they discovered your product. 

It then demonstrates how your work has assisted them on the journey towards overcoming the challenge or accomplishing the goal. 

A case study’s outcome is typically to share the story of a company’s growth or highlight the increase of metrics the company tracks to understand success. 

The case study includes an analysis of a campaign or project that goes through a few steps from identifying the problem to how you implemented the solution. 

How to Write a Case Study

When it comes to adding irresistible design to your content from the start, using a helpful tool is a great start. Sign up for a free Visme account and start highlighting your own client success stories using one of our case study templates today. 

Also, while you’re beginning to transition your case study workflow to include a professional design tool, it’s helpful to review some high level principles you can incorporate into your case study. 

We’ll start by reviewing some of the critical style tips and structural elements to include in your case study before progressing to a more detailed design section. 

Pinpoint Your Main Message

When designing an impactful case study, it’s essential to stay clear on the metrics that you’re highlighting. The process of overcoming business challenges is a dynamic process with many moving parts. 

If you do not stay focused on what matters in your case study, you risk obscuring the big win your client experienced by using your product or service. 

This is why you need to focus on a single message or metric. This is often called the north star metric . 

The north star metric is the single most crucial rate, count or ratio that helped your client move closer towards their goals or overcame an obstacle. 

While north star metrics are context dependent, a useful heuristic you can utilize is to figure out the most predictive metric of your client’s long term success. 

In the template I’ll highlight below, cost per lead was the north star metric that The College for Adult Learning needed to optimize. 

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Use Emotionally Rich Language 

Recently researchers at Presado did an interesting study to understand the types of language that help readers take action. They broke the content included in marketing assets into several categories, including functional, emotional and descriptive. 

In the most successful pieces of content, the researchers found that emotionally coded words were present in 61% of the content’s total volume.

This research shows the benefit of using emotionally engaging content in your case study. While it’s essential to focus on the concrete evidence of how you helped your client get from where they started to a successful outcome, do not forget to highlight the emotional journey. 

Use Data For Concrete Evidence 

Once you’ve decided on the north star metric to highlight and you choose the emotional response you want to reinforce in your case study, it’s important to use actual data from the project to share the concrete results your product helped to achieve. 

To make sure your audience can follow your line of thinking, make sure the data in your case study is precise. If you track data across time, your readers must know whether you chose to track by month or years. 

If there are any apparent trends, you can use color to highlight specific areas in a chart. 

If you want to dig deeper into using data to tell compelling stories, check out our video data storytelling tips to improve your charts and graphs. 

In the template below, The College for Adult Learning case study is an excellent example of how these elements can work together. 

Cost per lead was a critical north star metric, so we chose to emphasize the increase in revenue and a decrease in cost per lead. 

Additionally, the background section uses emotionally rich language by highlighting how the school helps students get ahead with their career goals. Also, the factual data is the centerpiece of this page in the case study.

If you’re ready to share how you impacted a client, use the College for Adult Learning case study template right now! 

Include All Necessary Parts of a Case Study

After you’ve interviewed your client and you’re getting ready to start writing, it’s important to remember each piece you need to cover.

All good case studies consist of five parts: Introduction, Challenge, Solution, Benefit and Result.

While you don’t necessarily need to label each section like that, be sure that the flow makes sense and covers each section fully to give your audience the full scope of your case study.

RELATED: 15 Real-Life Case Study Examples & Best Practices

14 Case Study Templates

Now that we have explored some of the high level strategies you can use to create a business case study, we will transition to 14 case study design templates you can use with Visme. 

1. Fuji Xerox Australia Case Study Template

Use the Fuji Xerox case study template to showcase the concrete results you achieved for your clients. It has sections where you can explain the goals you started with and the results you achieved. 

2. College for Adult Learning Case Study Template

As we’ve explored already, the College for Adult Learning template has sections where you can embrace a data driven storytelling approach while also connecting with your audience using emotionally rich language. 

Utilize the professionally designed business case study to connect with your audience. 

3. Intel Case Study Template

The Intel case study has beautiful visual elements and gives you space to share the project’s context and the goals you set out to achieve. It also allows you to get concrete with the results you achieved. 

You can always use the Visme Brand Kit to incorporate your unique brand colors into this stunning design. 

4. Bit.ly Case Study Template

Bit.ly is a marketing product that helps brands track how they are doing with campaign results. The bit.ly business case study template showcases how they drove impressive results for an eCommerce business. 

You can modify the professionally designed case study template to illustrate the key results you drive for your clients. 

5. NVISIONCenters Case Study Template

The NVISIONCenters case study template is an excellent example of how powerful it is to pair beautiful designs with the results you generate for your clients. In this case study, we see how you can transform your past accomplishments into a powerful marketing asset. 

6. Adobe Case Study Template

The Adobe case study is an exciting example of a business case study because it does a great job illustrating how you can use a specific result to create a powerful marketing asset. 

Adobe had a particular goal of branding to position itself as a leader for the future of digital marketing. LinkedIn sponsored messages was an effective tactic to drive the outcome Adobe needed. 

You can use the Adobe case study template to demonstrate the success of your most effective tactics. 

7. Inkjet Wholesale Case Study Template

The Inkjet wholesale case study template is an excellent choice if you want to experiment with your case study’s visual element. The roadmap to objectives diagram is a powerful graphic that illustrates the journey of a successful campaign. 

8. Neutrogena Case Study Template

If you have a strong visual brand to tell your case study’s story with visuals, the Neutrogena template is a great choice. It is already designed with plenty of space to highlight your visuals. 

When it is all said and done, you have the results section to complete a successful client partnership story.

9. Weebly Case Study Template

The Weebly case study template is your choice if you want to add visual flair to your case study. The beautiful layout is a testament to the power of pairing minimal design with an exciting statistic. 

10. Patagonia Case Study Template

The Patagonia case study is a perfect example of how crucial it is to make design choices based on your brand’s unique personality. 

It is a fantastic choice if you have a project to showcase featuring a brand with a distinct brand aesthetic.  

11. Think With Google Case Study Template

The Think With Google case study template tells the story of a mobile game that needed to create more engagement on their app. 

It is a visually impactful case study design template that you can use to tell a compelling story about your results. 

12. Kleenex Case Study Template

This case study template is the perfect way to show off search marketing results for a client or other highly specific KPIs that you managed to accomplish.

Insert the initial challenge followed by your company’s solution and adjust the included data visualization tools to showcase your specific results.

13. Customer Experience Presentation Case Study Template

The presentation case study template is an excellent choice for blending beautiful visual elements with the ability to give detailed information about the results you generated, as well as showcasing that data in a unique format. 

If you are ready to show how the unique features of your product or service drove real world business results then it is a good choice for your case study. 

14. Webinar Presentation Case Study Template

One small business saw incredible results when using Visme to optimize their webinar workflow. They saved 100 hours of their precious time by incorporating our collaborative design tools. 

We designed the small business template using those results as an example. When you have an eye catching effect to showcase to your audience, you can use this template as a starting point. 

Case Study Design Tips

Now that we’ve explored the 14 templates you can use with Visme to create your case study, let’s take a look at some practical design tips that will take your content to the next level. 

Be Brief In Your Case Study 

In discussions about writing with style, brevity is a common topic. However, it’s also an important design principle. 

Brevity in design is when you find the best way to perform your intended objective in as few steps as possible. 

When designing your case study, make sure you do not add extraneous visual elements where they are not needed. Instead, think of the effect you want to have on your reader and try to do it simply. 

Describe Your Vision Clearly

Earlier in this article, I wrote about the north star metric, your case study’s emotional effect and using data to make the case study concrete. Your design choices should serve to reinforce these primary goals. 

Clarity in design is when all of the visual elements add up to a whole. 

A great example of this is in the small business case study template where the shapes, typography and color scheme all emphasize the main idea that Visme helps the reader save time. 

Create A Consistent Style 

Visual consistency is a fundamental design principle that you can not afford to ignore in your case study. It will help you increase readability and make sure your audience does not get frustrated with jarring visual elements. 

In short, a consistent style is when you use a uniform color scheme, typography and the same kinds of visual elements throughout the case study. 

Use A Case Study Template For Readability

Readability is a crucial element of design, especially for case studies that are experienced on mobile devices. Contrast is an impactful readability principle. 

Make sure any contrasting colors you chose are easy on the eye and your reader does not have to strain to read your case study. 

Use Proper Alignment In Your Case Study 

Alignment is one of the principles of design that sets professionally designed business case study templates apart. Great designers have an intuitive eye for the mathematically based ratios of proximity invisible in sound design and an eyesore in lousy design. 

The good news is that you do not have to be a mathematician nor a professional designer to have a perfect alignment for your case study. Visme utilizes an easy to use drag and drop design tool that helps you achieve proper alignment in your case study. 

Let Your Brand Personality Speak

When we make intentional design decisions, we want to create a positive emotional experience for our audience. One of the best ways to do that is to make decisions that showcase your brand’s unique personality .

Is the case study you are creating like a well dressed business person who is serious, trustworthy and capable of doing a great job? Is it more like an extravert at a party bouncing from person to person lighting up the room? 

There is no right answer, but you need to infuse your viewpoint into the case study you create if you want to create a unique design. 

Start Designing Your Case Study Today 

A professionally designed case study template will help you create a stunning case study. While reviewing some high level design strategies is an important step, a tool like Visme will help you make a real impact on your audience.

If you’re ready to create your next case study, get started with Visme today .

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About the Author

Brian Nuckols is a writer working in Pittsburgh, Pennsylvania. He enjoys communicating visionary ideas in clear, action oriented language. When he’s not working on content for a transformative company you can find him analyzing dreams, creating music, and writing poetry.

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6 Brilliant Small Business Case Study Examples For Marketers

Explore case study examples for small businesses. Additionally, find strategies for handling common challenges and solutions for growing your business.

Every business starts small.

The success of a business lies in its strategy to overcome any challenge during its journey.

If you are trying to take your business to new heights, start identifying challenges and create solutions.

The best way is to learn from sundry success stories.

There are several case studies of different businesses that can teach you which strategy to take for selling your product and attracting the target audience.

In this article, we will discuss some of the top case study examples that can assist in upscaling small businesses.

Let’s begin.

Challenges Faced by Small Businesses

As far as businesses go, there are always hurdles that need to be defeated. Starting a business is itself a big achievement for entrepreneurs, but the main challenge is maintaining one.

There are three common challenges businesses need to overcome. These include managing the expenses, hiring people, and following new trends to develop a customer base.

1. Increased Expenses

Every business revolves around money. There are different areas where businesses have to spend their money. But the issue is handling the financial hurdles. With an unplanned budget and financial advice, businesses will be spending more than they need to.

Keeping an eye on expenses is important because the expenses determine the profit the business will make.

However, it is not easy to reduce the expense. It’s affected by demand and supply. If businesses need to keep up with the market’s demands, then the chance of increasing expenses is 100%.

2. More and Skilled Manpower Required

Businesses don’t run themselves. They need manpower with skills to handle different departments. Generally, the number of employees in a small business ranges from 1 to 500 people. Getting this manpower is easy but getting a skilled one is difficult and time-consuming.

Whenever looking for manpower, businesses need to decide what skills they want in their candidate. The problem is candidates can’t always fulfill all the requirements. Besides, hiring manpower also increases the expenses.

3. Keeping Up With the Latest Trends

The market is fluid. It changes and introduces new trends. Small businesses need to keep up with changing trends to keep their business growing. But this is where many businesses start to fall apart.

The thing about new trends is that businesses need to sell their products at the right time. It means they have to keep on studying the market to speculate their next products. If a small business fails to deliver during the peak of the trend, then it will suffer a heavy loss.

Solutions to Grow a Small Business

The best thing about businesses is that there is an attempt to find a solution for every challenge. It brings out the competition in the market, which is huge for surfacing different kinds of solutions a business can adopt.

1. Reduce the Expenses

When it comes to expenses, businesses are focused on spending huge sums on communication because communication is the key element of increasing customers and revenue. It’s not a big problem for big companies, but it is expensive for small businesses. Thus, finding innovative and cost-effective marketing strategies becomes essential for maximizing outreach and impact without straining financial resources.

Fortunately, the cloud telephony system has removed the dilemma while making business budgets because cloud phone services are cheaper than plain old telephone services.

It reduces the initial cost of new businesses up to 90%. Recent surveys suggest that over 74% of businesses prioritize cloud phone systems as their urgent investment.

The same goes for marketing which is necessary to attract potential customers. Small businesses don’t have enough budget to advertise their products.

The best solution for this is using social media platforms like Instagram, Twitter, Facebook, etc. to promote and sell their products.

Case Study: Coffman Engineers

Coffman Engineers clearly states that although the cost of using a virtual phone number adhered to cloud phone is 50% more per employee, it still provides overall 25% more savings than plain old telephone service (POTS).

Coffman Engineers have been relying on cloud phones ever since their one office location faced a disaster. Now they have a disaster recovery feature built into their cloud phone system. It helped them to be ready for any disasters without losing communication with employees.

Not just that, they found all the necessary features bundled into one subscription package in a VoIP phone system. Such a facility enabled them to handle all their business communication using only one platform.

Key Takeaways

• Small businesses must invest in cloud telephony for business communication.
• Extensive use of social media to promote and sell your products/service.

2. Improve Employee Productivity

As we discussed earlier, manpower is a big challenge for small businesses. Hiring more employees doesn’t mean higher productivity. It’s about smart task allocation through a streamlined workload management strategy . Businesses also need to hire the right candidates to keep their expenses in check and improve productivity.

There are different tools available that can monitor what the employees are doing. Time tracking tools and workforce management tools are key components every business needs.

Especially in remote working scenarios, these tools are crucial to getting the full effort for the employees. Companies have seen a 35%-40% rise in productivity in employees working remotely with the use of tracking tools.

Case study: On The Map Marketing

On The Map Marketing , a digital marketing agency, used time tracking tools that showed that remote working employees tend to work more hours since they can work at flexible hours.

On The Map Marketing first started using the time tracking tool when they were opening their office in Riga, Latvia. The CTO of the company wanted the time spent on different tasks on his computer as well as managing the remote working employees.

Using a time tracking tool, they were able to track their productivity with a detailed report of their daily activities during office hours. It helped them calculate salary bonuses. They also found the productivity level of each employee to determine their value for the company.

• Small businesses should use a time tracking tool to make sure employees focus on their office work.
• Small businesses can track the performance of each employee at office locations or remote working locations.

3. Reward Your Customers

A business becomes successful when it can keep its customers happy. In efforts to upscale a small business quickly, the marketplace has seen a decline in the quality of products and services. It is a primary reason for customer dissatisfaction.

About 45% of business professionals rate customer experience as their top priority for growing a business.

Survey says more than 85% of buyers are willing to spend more for a better customer experience . Therefore, small businesses need to focus on improving their quality of products and services, which is a powerful indicator of customer experience.

Case study: Starbucks

Starbucks introduced a Reward Loyalty Program in which customers collect stars to get exciting rewards. This program drives 40% of Starbucks’s total sales .

By adapting the gamification method, Starbucks added a reward loyalty program to their already established app. This move drastically increased sales and digital traffic. They brought mobile payment, customer loyalty, and content partnership in one powerful app.

Customers started registering for My Reward via their app. They are given stars(points) in exchange for their interaction in the app or purchase made. The higher the number of stars a customer gets, the better rewards they get.

• Small businesses can give different forms of rewards for more customer engagement.
• Improvement in customer service can drive more sales and attract more customers.

4. Build Your Brand

Small businesses should learn to build their brand image on social media. While marketing any product or service, the brand image is a key factor for understanding how people view your business.

A brand image must first include mission, vision, and values. It also requires a brand positioning statement that can set your business apart from the competitors.

It’s important to create a unique brand personality. For this, businesses need to design a good logo because customers are most likely to recognize a business looking at a logo. They will have to identify their target audience to craft a good brand image.

According to a study, around 89% of users stay loyal to a business with a good brand image .

Case study: Apple

Apple logo is a well-recognized design that reflects the brand value. Over the years, the Apple logo has gone through several design changes.

The most important rebranding of the company came when Steve Jobs changed the logo which impacted the overall personality of the company. Now, this logo is the most recognized logo in the world.

Looking at the Apple logo, customers can feel a sense of trust, reliability, and innovation . It is the main reason for the huge sales of all Apple products across the globe.

• Branding helps a business build strong relationships with prospects and attract them to be loyal customers.
• Small businesses need to create a strong brand image to sell their products efficiently.

5. Prioritize on Partnerships

Partnerships and collaboration can lift the businesses to maximize their cost savings. It allows businesses to strengthen their programs using available resources and tools.

This has a direct effect on improving the efficiency of their operations. It improves the credibility of the business in the marketplace.

Case study: RENAULT & NISSAN

Renault and Nissan have a strong partnership in automobiles. Their partnership made a remarkable achievement of making up 10% of new car sales worldwide .

Renault and Nissan chose to make an alliance rather than a merger because an alliance has many stronger benefits than a merger would give.

With an alliance, they can access more geographical areas where foreign investments are restricted. These companies got better chances to enter each other’s territory where they were already established companies because of the alliance.

Although they faced numerous challenges including fluctuation in price share, they managed to resolve issues and succeed.

• Small businesses can collaborate with other businesses to increase their chances of higher product sales and profit for everyone.
• Partnership with other businesses allows all parties to benefit from each other’s strong areas.

6. The Right Marketing Strategy

Every business requires to sell its product and services to the market. Without the right social media marketing strategy , a business cannot compete in the marketplace. The first thing about marketing is knowing your target audience and competitors.

When small businesses know who they are competing against, it will help them to see how the competitors are executing their business and attracting their customers.

One such way is to grow your website traffic which can bring you more leads and eventually customers. And how do you increase your website traffic? SEO. If done right, Search Engine Optimization can drive huge traffic to your website to reach your marketing goals.

Case study: Zapier

Zapier used an SEO strategy revolving around long-tail keywords for generating organic traffic to their website. They created 25,000 unique landing pages for unique keywords.

Zapier had a structure and layout for each page including well-optimized human written content. They outsourced SEO content and focused on a playbook for the onboarding process and launched new apps so that they can get partners to write content for them.

On top of that, they also outsourced link building to their partners. These partners wrote valuable guest post content of Zapier on their site and gave a backlink to Zapier. It helped Zapier to get new users as well as drive their website traffic.

• Small Businesses should improve their website traffic by adding more landing pages with relevant content.
• Backlinks through guest posts on other websites can drive more website traffic and attract more prospects.

Now that we have discussed these examples, let’s see how you can create these studies.

Now that you have a fair idea of the business challenges and solutions, there is a good chance of delivering a good strategy for growing your small business.

On top of that, the case study examples above will help you view how other businesses overcome their situation to take their business to new heights.

The most important aspect of upscaling a small business is understanding the customer’s needs. Therefore, you should design a persuasive marketing strategy to attract customers and compete with other businesses in the market.

And a good marketing strategy for any business must include social media. And to make the most of your social media marketing efforts try SocialPilot for free today.

Frequently Asked Questions

🌟 How do you upscale a small business?

Upscaling a small business is a very challenging process. Whether it's making a budget or hiring employees, you have to focus on things that are best for your business. Planning, targeting prospects, marketing strategy, etc. are crucial steps for upscaling businesses and competing with big companies.

🌟 What is a small scale business?

Small scale businesses or Small scale industries (SSI) provide products and services on a small level. Normally in the US, a small business consists of less than 250 employees. Also, it has small capital investments and less office space.

🌟 Why do entrepreneurs find it difficult to scale up?

New entrepreneurs find difficulty in scaling up their businesses because they don’t know what to do. Even if they know, they have to face many challenges like market research, finding loans, allocating space, etc. Also, legal matters are always a major concern for making changes.

🌟 Why is scalability important in business?

Scalability is important because it directly impacts business competition, profitability, brand image, and product quality. Since small businesses have huge growth potential and high return on investment (ROI), they have to properly focus on scalability.

🌟 When should you scale a business?

A small business should look for upscaling its business if it has achieved a minimum annual growth of 20% over 2-3 years with only 10 or more active employees.

About the Author

Anwesha Ghatak

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Partnership Case Study

Niagara adapts case study: an interview with dr. jessica blythe, what qualities or ingredients are most important for collaboration to succeed.

Inclusion, trust, and mutual respect are critical for successful interdisciplinary collaboration (Blythe & Cvitanovic, 2020). Research is showing that these feelings are essential for building effective interdisciplinary research teams and organizations (Ledford et al., 2015). Critically, qualities of trust and respect are vital for nurturing innovative solutions (Blythe et al., 2017). In general, people do not feel safe sharing innovative ideas unless they are among trusted colleagues.

Strong leadership is another essential quality of successful collaboration. This quality can be closely linked to the first. For example, in reflecting on more than a decade of collaborative water research, Brown et al. (2015) attribute successful collaboration to leaders who nurtured empathy and respect between team members. Female leaders may be particularly well suited to fostering collaborative environments built on inclusion, trust, and mutual respect. For example, Nielsen et al. (2018) recently found that gender diversity can drive scientific discovery. They attribute the boost in innovation to the cognitive diversity associated with gender balanced teams. They describe cognitive diversity as the varied ways in which women frame problems, which can drive creative solutions for complex challenges (Nielsen et al., 2018).

Finally, clear and shared goals are essential for successful collaboration. Joint framing of the purpose and objectives of a partnerships enables a successful process (Lang et al. 2012). This phase can consist of the co-identification and description of the real-world problem, the joint formulation of research objectives, the co-design of a conceptual and/or methodological frameworks, and the building of a collaborative research team (Lang et al., 2012).

What qualities or ingredients cause collaboration to go horribly wrong?

Managing expectations is very important. Without clear and shared expectations or expected outcomes, partnerships may be set up for disappointment. You can mitigate these risks by transparent about all aspects of the partnership. For example, clear memorandums of understanding (MOUs) can be a useful tool to manage expectations. Before beginning a partnership, conducting a survey with partnerships about expectations can be another useful way to understand what each partner is hoping to achieve. Plummer et al. (2021) identify four essential inputs for partnerships: financial resources, human resources, motivations for partnership, and transparency. These attributes are a useful touch point for avoiding miscommunications or conflict associated with poorly managed expectations.

Building Sustainable Communities: Collaboration Copyright © 2022 by Ryan Plummer; Amanda Smits; Samantha Witkowski; Bridget McGlynn; Derek Armitage; Ella-Kari Muhl; and Jodi Johnston is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.

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What Is a Case Study? How to Write, Examples, and Template

In this post

How to write a case study

Case study template, case study examples, types of case studies, what are the benefits of case studies , what are the limitations of case studies , case study vs. testimonial.

In today's marketplace, conveying your product's value through a compelling narrative is crucial to genuinely connecting with your customers.

Your business can use marketing analytics tools to understand what customers want to know about your product. Once you have this information, the next step is to showcase your product and its benefits to your target audience. This strategy involves a mix of data, analysis, and storytelling. Combining these elements allows you to create a narrative that engages your audience. So, how can you do this effectively?

What is a case study? 

A case study is a powerful tool for showcasing a business's success in helping clients achieve their goals. It's a form of storytelling that details real-world scenarios where a business implemented its solutions to deliver positive results for a client.

In this article, we explore the concept of a case study , including its writing process, benefits, various types, challenges, and more.

Understanding how to write a case study is an invaluable skill. You'll need to embrace decision-making – from deciding which customers to feature to designing the best format to make them as engaging as possible.  This can feel overwhelming in a hurry, so let's break it down.

Step 1: Reach out to the target persona

If you've been in business for a while, you have no shortage of happy customers. But w ith limited time and resources, you can't choose everyone.  So, take some time beforehand to flesh out your target buyer personas. 

Once you know precisely who you're targeting, go through your stable of happy customers to find a buyer representative of the audience you're trying to reach. The closer their problems, goals, and industries align, the more your case study will resonate.

What if you have more than one buyer persona? No problem. This is a common situation for companies because buyers comprise an entire committee. You might be marketing to procurement experts, executives, engineers, etc. Try to develop a case study tailored to each key persona. This might be a long-term goal, and that's fine. The better you can personalize the experience for each stakeholder, the easier it is to keep their attention.  

Here are a few considerations to think about before research:

• Products/services of yours the customer uses (and how familiar they are with them)
• The customer's brand recognition in the industry
• Whether the results they've achieved are specific and remarkable
• Whether they've switched from a competitor's product/service
• How closely aligned they are with your target audience

These items are just a jumping-off point as you develop your criteria.  Once you have a list, run each customer through it to determine your top targets. Approach the ones on the top (your "dream" case study subjects) and work your way down as needed.

Who to interview

You should consider interviewing top-level managers or executives because those are high-profile positions. But consider how close they are to your product and its results.

Focusing on an office manager or engineer who uses your product daily would be better. Look for someone with a courtside view of the effects.

The ways to request customer participation in case studies can vary, but certain principles can improve your chances:

• Make it easy for customers to work with you, respecting their valuable time. Be well-prepared and minimize their involvement.
• Emphasize how customers will benefit through increased publicity, revenue opportunities, or recognition for their success. 
• Acknowledge their contributions and showcase their achievements.
• Standardizing the request process with a script incorporating these principles can help your team consistently secure case study approvals and track performance.

Step 2: Prepare for the interview

Case study interviews are like school exams. The more prepared you are for them, the better they turn out. Preparing thoroughly also shows participants that you value their time. You don't waste precious minutes rehashing things you should have already known. You focus on getting the information you need as efficiently as possible.

You can conduct your case study interview in multiple formats, from exchanging emails to in-person interviews. This isn't a trivial decision.  As you'll see in the chart below, each format has its unique advantages and disadvantages. 

You'll also have to consider who will ask and answer the questions during your case study interview. It's wise to consider this while considering the case study format.  The number of participants factors into which format will work best. Pulling off an in-person interview becomes much harder if you're trying to juggle four or five people's busy schedules. Try a video conference instead.

Before interviewing your case study participant, it is crucial to identify the specific questions that need to be asked.  It's essential to thoroughly evaluate your collaboration with the client and understand how your product's contributions impact the company. 

Remember that structuring your case study is akin to crafting a compelling narrative. To achieve this, follow a structured approach:

• Beginning of your story. Delve into the customer's challenge that ultimately led them to do business with you. What were their problems like? What drove them to make a decision finally? Why did they choose you?
• The middle of the case study.  Your audience also wants to know about the experience of working with you. Your customer has taken action to address their problems. What happened once you got on board?
• An ending that makes you the hero.  Describe the specific results your company produced for the customer. How has the customer's business (and life) changed once they implemented your solution?

Sample questions for the case study interview

If you're preparing for a case study interview, here are some sample case study research questions to help you get started:

• What challenges led you to seek a solution?
• When did you realize the need for immediate action? Was there a tipping point?
• How did you decide on the criteria for choosing a B2B solution, and who was involved?
• What set our product or service apart from others you considered?
• How was your experience working with us post-purchase?
• Were there any pleasant surprises or exceeded expectations during our collaboration?
• How smoothly did your team integrate our solution into their workflows?
• How long before you started seeing positive results?
• How have you benefited from our products or services?
• How do you measure the value our product or service provides?

Step 3: Conduct the interview

Preparing for case study interviews can be different from everyday conversations. Here are some tips to keep in mind:

• Create a comfortable atmosphere.  Before diving into the discussion, talk about their business and personal interests. Ensure everyone is at ease, and address any questions or concerns.
• Prioritize key questions.  Lead with your most crucial questions to respect your customer's time. Interview lengths can vary, so starting with the essentials ensures you get the vital information.
• Be flexible.  Case study interviews don't have to be rigid. If your interviewee goes "off script," embrace it. Their spontaneous responses often provide valuable insights.
• Record the interview.  If not conducted via email, ask for permission to record the interview. This lets you focus on the conversation and capture valuable quotes without distractions.

Step 4: Figure out who will create the case study

When creating written case studies for your business, deciding who should handle the writing depends on cost, perspective, and revisions.

Outsourcing might be pricier, but it ensures a professionally crafted outcome. On the other hand, in-house writing has its considerations, including understanding your customers and products. 

Technical expertise and equipment are needed for video case studies, which often leads companies to consider outsourcing due to production and editing costs. 

Tip: When outsourcing work, it's essential to clearly understand pricing details to avoid surprises and unexpected charges during payment.

Step 5: Utilize storytelling

Understanding and applying storytelling elements can make your case studies unforgettable, offering a competitive edge. 

Source: The Framework Bank

Every great study follows a narrative arc (also called a "story arc"). This arc represents how a character faces challenges, struggles against raising stakes, and encounters a formidable obstacle before the tension resolves.

In a case study narrative, consider:

• Exposition. Provide background information about the company, revealing their "old life" before becoming your customer.
• Inciting incident. Highlight the problem that drove the customer to seek a solution, creating a sense of urgency.
• Obstacles (rising action). Describe the customer's journey in researching and evaluating solutions, building tension as they explore options.
• Midpoint. Explain what made the business choose your product or service and what set you apart.
• Climax. Showcase the success achieved with your product.
• Denouement. Describe the customer's transformed business and end with a call-to-action for the reader to take the next step.

Step 6: Design the case study

The adage "Don't judge a book by its cover" is familiar, but people tend to do just that quite often!

A poor layout can deter readers even if you have an outstanding case study. To create an engaging case study, follow these steps:

• Craft a compelling title. Just like you wouldn't read a newspaper article without an eye-catching headline, the same goes for case studies. Start with a title that grabs attention.
• Organize your content. Break down your content into different sections, such as challenges, results, etc. Each section can also include subsections. This case study approach divides the content into manageable portions, preventing readers from feeling overwhelmed by lengthy blocks of text.
• Conciseness is key. Keep your case study as concise as possible. The most compelling case studies are precisely long enough to introduce the customer's challenge, experience with your solution, and outstanding results. Prioritize clarity and omit any sections that may detract from the main storyline.
• Utilize visual elements. To break up text and maintain reader interest, incorporate visual elements like callout boxes, bulleted lists, and sidebars.
• Include charts and images. Summarize results and simplify complex topics by including pictures and charts. Visual aids enhance the overall appeal of your case study.
• Embrace white space. Avoid overwhelming walls of text to prevent reader fatigue. Opt for plenty of white space, use shorter paragraphs, and employ subsections to ensure easy readability and navigation.
• Enhance video case studies. In video case studies, elements like music, fonts, and color grading are pivotal in setting the right tone. Choose music that complements your message and use it strategically throughout your story. Carefully select fonts to convey the desired style, and consider how lighting and color grading can influence the mood. These elements collectively help create the desired tone for your video case study.

Step 7: Edits and revisions

Once you've finished the interview and created your case study, the hardest part is over. Now's the time for editing and revision. This might feel frustrating for impatient B2B marketers, but it can turn good stories into great ones.

Ideally, you'll want to submit your case study through two different rounds of editing and revisions:

• Internal review. Seek feedback from various team members to ensure your case study is captivating and error-free. Gather perspectives from marketing, sales, and those in close contact with customers for well-rounded insights. Use patterns from this feedback to guide revisions and apply lessons to future case studies.
• Customer feedback. Share the case study with customers to make them feel valued and ensure accuracy. Let them review quotes and data points, as they are the "heroes" of the story, and their logos will be prominently featured. This step maintains positive customer relationships.

Case study mistakes to avoid

• Ensure easy access to case studies on your website.
• Spotlight the customer, not just your business.
• Tailor each case study to a specific audience.
• Avoid excessive industry jargon in your content.

Step 8: Publishing

Take a moment to proofread your case study one more time carefully. Even if you're reasonably confident you've caught all the errors, it's always a good idea to check. Your case study will be a valuable marketing tool for years, so it's worth the investment to ensure it's flawless. Once done, your case study is all set to go!

Consider sharing a copy of the completed case study with your customer as a thoughtful gesture. They'll likely appreciate it; some may want to keep it for their records. After all, your case study wouldn't have been possible without their help, and they deserve to see the final product.

Where you publish your case study depends on its role in your overall marketing strategy. If you want to reach as many people as possible with your case study, consider publishing it on your website and social media platforms. 

Tip: Some companies prefer to keep their case studies exclusive, making them available only to those who request them. This approach is often taken to control access to valuable information and to engage more deeply with potential customers who express specific interests. It can create a sense of exclusivity and encourage interested parties to engage directly with the company.

Step 9: Case study distribution

When sharing individual case studies, concentrate on reaching the audience with the most influence on purchasing decisions

Here are some common distribution channels to consider:

• Sales teams. Share case studies to enhance customer interactions, retention , and upselling among your sales and customer success teams. Keep them updated on new studies and offer easily accessible formats like PDFs or landing page links.
• Company website. Feature case studies on your website to establish authority and provide valuable information to potential buyers. Organize them by categories such as location, size, industry, challenges, and products or services used for effective presentation.
• Events. Use live events like conferences and webinars to distribute printed case study copies, showcase video case studies at trade show booths, and conclude webinars with links to your case study library. This creative approach blends personal interactions with compelling content.
• Industry journalists. Engage relevant industry journalists to gain media coverage by identifying suitable publications and journalists covering related topics. Building relationships is vital, and platforms like HARO (Help A Reporter Out) can facilitate connections, especially if your competitors have received coverage before.

Want to learn more about Marketing Analytics Software? Explore Marketing Analytics products.

It can seem daunting to transform the information you've gathered into a cohesive narrative.  We’ve created a versatile case study template that can serve as a solid starting point for your case study.

With this template, your business can explore any solutions offered to satisfied customers, covering their background, the factors that led them to choose your services, and their outcomes.

The template boasts a straightforward design, featuring distinct sections that guide you in effectively narrating your and your customer's story. However, remember that limitless ways to showcase your business's accomplishments exist.

To assist you in this process, here's a breakdown of the recommended sections to include in a case study:

• Title.  Keep it concise. Create a brief yet engaging project title summarizing your work with your subject. Consider your title like a newspaper headline; do it well, and readers will want to learn more. 
• Subtitle . Use this section to elaborate on the achievement briefly. Make it creative and catchy to engage your audience.
• Executive summary.  Use this as an overview of the story, followed by 2-3 bullet points highlighting key success metrics.
• Challenges and objectives. This section describes the customer's challenges before adopting your product or service, along with the goals or objectives they sought to achieve.
• How product/service helped.  A paragraph explaining how your product or service addressed their problem.
• Testimonials.  Incorporate short quotes or statements from the individuals involved in the case study, sharing their perspectives and experiences.
• Supporting visuals.  Include one or two impactful visuals, such as graphs, infographics, or highlighted metrics, that reinforce the narrative.
• Call to action (CTA).  If you do your job well, your audience will read (or watch) your case studies from beginning to end. They are interested in everything you've said. Now, what's the next step they should take to continue their relationship with you? Give people a simple action they can complete. 

Case studies are proven marketing strategies in a wide variety of B2B industries. Here are just a few examples of a case study:

• Amazon Web Services, Inc.  provides companies with cloud computing platforms and APIs on a metered, pay-as-you-go basis. This case study example illustrates the benefits Thomson Reuters experienced using AWS.
• LinkedIn Marketing Solutions combines captivating visuals with measurable results in the case study created for BlackRock. This case study illustrates how LinkedIn has contributed to the growth of BlackRock's brand awareness over the years. 
• Salesforce , a sales and marketing automation SaaS solutions provider, seamlessly integrates written and visual elements to convey its success stories with Pepe Jeans. This case study effectively demonstrates how Pepe Jeans is captivating online shoppers with immersive and context-driven e-commerce experiences through Salesforce.
• HubSpot offers a combination of sales and marketing tools. Their case study demonstrates the effectiveness of its all-in-one solutions. These typically focus on a particular client's journey and how HubSpot helped them achieve significant results.

There are two different types of case studies that businesses might utilize:

Written case studies 

Written case studies offer readers a clear visual representation of data, which helps them quickly identify and focus on the information that matters most. 

Printed versions of case studies find their place at events like trade shows, where they serve as valuable sales collateral to engage prospective clients.  Even in the digital age, many businesses provide case studies in PDF format or as web-based landing pages, improving accessibility for their audience. 

Note: Landing pages , in particular, offer the flexibility to incorporate rich multimedia content, including images, charts, and videos. This flexibility in design makes landing pages an attractive choice for presenting detailed content to the audience.

Written case study advantages

Here are several significant advantages to leveraging case studies for your company:

• Hyperlink accessibility.  Whether in PDF or landing page format, written case studies allow for embedded hyperlinks, offering prospects easy access to additional information and contact forms.
• Flexible engagement.  Unlike video case studies, which may demand in-person arrangements, written case studies can be conducted via phone or video streaming, reducing customer commitment and simplifying scheduling.
• Efficient scanning . Well-structured written case studies with a scannable format cater to time-strapped professionals. Charts and callout boxes with key statistics enhance the ease of information retrieval.
• Printable for offline use.  Written case studies can be effortlessly printed and distributed at trade shows, sales meetings, and live events. This tangible format accommodates those who prefer physical materials and provides versatility in outreach, unlike video content, which is less portable.

Written case study disadvantages

Here are some drawbacks associated with the use of case studies:

• Reduced emotional impact.  Written content lacks the emotional punch of live video testimonials, which engage more senses and emotions, making a stronger connection.
• Consider time investment.  Creating a compelling case study involves editing, proofreading, and design collaboration, with multiple revisions commonly required before publication.
• Challenges in maintaining attention.  Attention spans are short in today's ad-saturated world. Using graphics, infographics, and videos more often is more powerful to incite the right emotions in customers.

Video case studies

Video case studies are the latest marketing trend. Unlike in the past, when video production was costly, today's tools make it more accessible for users to create and edit their videos. However, specific technical requirements still apply.

Like written case studies, video case studies delve into a specific customer's challenges and how your business provides solutions. Yet, the video offers a more profound connection by showcasing the person who faced and conquered the problem.

Video case studies can boost brand exposure when shared on platforms like YouTube. For example, Slack's engaging case study video with Sandwich Video illustrates how Slack transformed its workflow and adds humor, which can be challenging in written case studies focused on factual evidence.

Source : YouTube

This video case study has garnered nearly a million views on YouTube.

Video case study advantages

Here are some of the top advantages of video case studies. While video testimonials take more time, the payoff can be worth it. 

• Humanization and authenticity.  Video case studies connect viewers with real people, adding authenticity and fostering a stronger emotional connection.
• Engaging multiple senses.  They engage both auditory and visual senses, enhancing credibility and emotional impact. Charts, statistics, and images can also be incorporated.
• Broad distribution.  Videos can be shared on websites, YouTube, social media, and more, reaching diverse audiences and boosting engagement, especially on social platforms.

Video case study disadvantages

Before fully committing to video testimonials, consider the following:

• Technical expertise and equipment.  Video production requires technical know-how and equipment, which can be costly. Skilled video editing is essential to maintain a professional image. While technology advances, producing amateurish videos may harm your brand's perception.
• Viewer convenience.  Some prospects prefer written formats due to faster reading and ease of navigation. Video typically requires sound, which can be inconvenient for viewers in specific settings. Many people may not have headphones readily available to watch your content.
• Demand on case study participants.  On-camera interviews can be time-consuming and location-dependent, making scheduling challenging for case study participants. Additionally, being on screen for a global audience may create insecurities and performance pressure.
• Comfort on camera.  Not everyone feels at ease on camera. Nervousness or a different on-screen persona can impact the effectiveness of the testimonial, and discovering this late in the process can be problematic.

Written or video case studies: Which is right for you?

Now that you know the pros and cons of each, how do you choose which is right for you?

One of the most significant factors in doing video case studies can be the technical expertise and equipment required for a high level of production quality. Whether you have the budget to do this in-house or hire a production company can be one of the major deciding factors.

Still, written or video doesn't have to be an either-or decision. Some B2B companies are using both formats. They can complement each other nicely, minimizing the downsides mentioned above and reaching your potential customers where they prefer.

Let's say you're selling IT network security. What you offer is invaluable but complicated. You could create a short (three- or four-minute) video case study to get attention and touch on the significant benefits of your services. This whets the viewer's appetite for more information, which they could find in a written case study that supplements the video.

Should you decide to test the water in video case studies, test their effectiveness among your target audience. See how well they work for your company and sales team. And, just like a written case study, you can always find ways to improve your process as you continue exploring video case studies.

Case studies offer several distinctive advantages, making them an ideal tool for businesses to market their products to customers. However, their benefits extend beyond these qualities. 

Here's an overview of all the advantages of case studies:

Valuable sales support

Case studies serve as a valuable resource for your sales endeavors. Buyers frequently require additional information before finalizing a purchase decision. These studies provide concrete evidence of your product or service's effectiveness, assisting your sales representatives in closing deals more efficiently, especially with customers with lingering uncertainties.

Validating your value

Case studies serve as evidence of your product or service's worth or value proposition , playing a role in building trust with potential customers. By showcasing successful partnerships, you make it easier for prospects to place trust in your offerings. This effect is particularly notable when the featured customer holds a reputable status.

Unique and engaging content

By working closely with your customer success teams, you can uncover various customer stories that resonate with different prospects. Case studies allow marketers to shape product features and benefits into compelling narratives. 

Each case study's distinctiveness, mirroring the uniqueness of every customer's journey, makes them a valuable source of relatable and engaging content. Storytelling possesses the unique ability to connect with audiences on an emotional level, a dimension that statistics alone often cannot achieve. 

Spotlighting valuable customers

Case studies provide a valuable platform for showcasing your esteemed customers. Featuring them in these studies offers a chance to give them visibility and express your gratitude for the partnership, which can enhance customer loyalty . Depending on the company you are writing about, it can also demonstrate the caliber of your business.

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It's important to consider limitations when designing and interpreting the results of case studies. Here's an overview of the limitations of case studies:

Challenges in replication

Case studies often focus on specific individuals, organizations, or situations, making generalizing their findings to broader populations or contexts challenging. 

Time-intensive process

Case studies require a significant time investment. The extensive data collection process and the need for comprehensive analysis can be demanding, especially for researchers who are new to this method.

Potential for errors

Case studies can be influenced by memory and judgment, potentially leading to inaccuracies. Depending on human memory to reconstruct a case's history may result in variations and potential inconsistencies in how individuals recall past events. Additionally, bias may emerge, as individuals tend to prioritize what they consider most significant, which could limit their consideration of alternative perspectives.

Challenges in verification

Confirming results through additional research can present difficulties. This complexity arises from the need for detailed and extensive data in the initial creation of a case study. Consequently, this process requires significant effort and a substantial amount of time.

While looking at case studies, you may have noticed a quote. This type of quote is considered a testimonial, a key element of case studies.

If a customer's quote proves that your brand does what it says it will or performs as expected, you may wonder: 'Aren't customer testimonials and case studies the same thing?' Not exactly.

Testimonials are brief endorsements designed to establish trust on a broad scale. In contrast, case studies are detailed narratives that offer a comprehensive understanding of how a product or service addresses a specific problem, targeting a more focused audience. 

Crafting case studies requires more resources and a structured approach than testimonials. Your selection between the two depends on your marketing objectives and the complexity of your product or service.

Case in point!

Case studies are among a company's most effective tools. You're  well on your way to mastering them.

Today's buyers are tackling much of the case study research methodology independently. Many are understandably skeptical before making a buying decision. By connecting them with multiple case studies, you can prove you've gotten the results you say you can. There's hardly a better way to boost your credibility and persuade them to consider your solution.

Case study formats and distribution methods might change as technology evolves. However, the fundamentals that make them effective—knowing how to choose subjects, conduct interviews, and structure everything to get attention—will serve you for as long as you're in business. 

We covered a ton of concepts and resources, so go ahead and bookmark this page. You can refer to it whenever you have questions or need a refresher.

Dive into market research to uncover customer preferences and spending habits.

Kristen McCabe

Kristen’s is a former senior content marketing specialist at G2. Her global marketing experience extends from Australia to Chicago, with expertise in B2B and B2C industries. Specializing in content, conversions, and events, Kristen spends her time outside of work time acting, learning nature photography, and joining in the #instadog fun with her Pug/Jack Russell, Bella. (she/her/hers)

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Local Policy Innovation Partnership Hub

REF Impact Case Studies: Why Are They Important to Place Partnerships? – Cultural Recovery

The Research Excellence Framework (REF) case studies outline changes and benefits to the UK economy, society, culture, public policy and services, health, the environment, and quality of life and impacts in these sectors beyond the UK.

REF impact case studies were written by HEIs, following a four-page template provided for REF submissions.  The template was structured across a title and five sections (summary, research, references, impact, and evidence – find out more information on REF criteria ). 

The scores for individual case studies are not published but we have reviewed the current case studies (2021) for examples relevant to the thematic areas of the Local Policy Innovation Partnership (LPIP) Hub programme or general place decision-making to help understand examples of impact from previous work.

Here James Davies, Cultural Recovery Theme Lead for the Local Policy Innovation Partnership Hub explores REF cases associated with cultural recovery .

Types of Impact

Many programmes seek to demonstrate the inspiration of increased participation among communities and marginalised groups in cultural activity and place-making initiatives. Examples include:

• The University of Reading’s Reading International project , works with young people to increase aspirations and promote self-care.
• Staffordshire University’s fostering community development and cohesion in underprivileged areas of Stoke-on-Trent . Creation of new community spaces, including the Spode Rose Garden and The Old Portland Inn.
• Hull University used participatory approaches to theatre to explore Place and Heritage, as well as engaging disadvantaged young people through collaborative playwriting, as part of its programme around the 2017 European City of Culture.
• The University of Nottingham’s Citizen Scholarship initiative , in collaboration with the Nottingham Theatre Royal, and Nottingham City Council, empowered volunteers and their communities by enhancing volunteer skills, knowledge and wellbeing, and increasing audience engagement and public understanding of cultural history.

Other case studies seek to highlight their impact on policy at regional, national and international scales:

• Falmouth University’s Immersive Design , in collaboration with 8 Cornish museums, influenced local policy in both Cornwall LEP’s Local Industrial Strategy, and Cornwall Council’s Creative Manifesto, and their Launchpad programme – encouraging inward investment for the scale-up of local video game startups – also influenced the Local Industrial Strategy.
• University of the West of England (UWE) research stressing its influence on wider regional arts and cultural policy, and national debate about the precarious nature of freelance creative labour, with its importance to centres of screen production such as Bristol as a City of Film.  UWE research was also said to be ‘fundamental’ to the success of the bid to be a UNESCO City of Film in October 2017.
• Birmingham City University’s (BCU) Integrated Landscapes research helped set a new cultural agenda for the role of landscape as a mechanism for sustainable city-region transformation, and steered HS2’s design policy towards careful integration with the landscape, initiating an urban National Park for the West Midlands (WMNP) as well as Influencing the sustainability agenda at Combined Authority level.

Elsewhere, research undertaken by Dr Richard Gaunt at the University of Nottingham has influenced and enriched one of the most significant heritage regeneration projects in the UK: Nottingham Castle a £30m transformation programme .

The ‘Steel Stories’ exhibition at Kirkleatham Museum in Teeside launched in April 2019 and ran until Dec. The innovative co-produced approach led to the museum attracting over 30,000 visitors in the period. The Great Place Tees Valley (GPTV) programme’s evaluation shows the initiative led to increased collaboration and partnership working across the Tees Valley, as well as the creation of training and employment opportunities for over 350 local artists and small businesses, supporting over 12,000 local people, children and families to create and enjoy cultural activities

Partnerships

The majority of ICS examples partner with local government at City Council level, and/or Combined Authorities where applicable. It is also common to see cultural initiatives partner with both individual libraries, museums and galleries and even castles, as well as regional heritage networks. Arts Centres and Theatres often serve as venues for exhibitions, concerts and workshops.

Communities themselves are central to building partnerships that prioritise the creation and sustaining of culture and heritage, whether that is in the form of marginalised local communities getting involved of community ownership of a derelict pub in Stoke-on-Trent , local punks being engaged as part of a subcultural movement in Norwich , or creative freelancers being given specific focus as part of the development of the creative film sector in Bristol .

For those case studies with a more overtly economic or policy-driven approach, such as those seen at the Launchpad in Falmouth , inward investors were also key partners, and in the case of BCU’s Integrated Landscapes project , the influence on the design of HS2 involved both global engineering consultancy  Arup and the UK Government’s National Parks Committee. Elsewhere, the national level body Arts Council England invested in Teeside University’s research-led exhibitions and events exploring the idea of a “useful”, constituent-led museum, and the Royal Central School of Speech and Drama programme developing new models for performance touring in the UK.

Partnership design differs based on differing goals and impacts, as one might expect, but is linked by a common need to link local knowledge to national-level interest.

In terms of relevant activities, a lot of projects took the form of exhibitions, events and workshops. Teeside, Staffordshire and Reading universities, and The Royal Central School of Speech and Drama, all used exhibitions of some form to display heritage assets to communities, or to allow communities to co-create or curate cultural artefacts themselves. Additionally, practitioner workshops were an integral part of Reading’s Reading International – using art projects to inspire local communities to engage with contemporary art, as well as Staffordshire University’s urban regeneration initiatives in Stoke-on-Trent.

This blog was written by Dr James Davies , Research Fellow, City-REDI , University of Birmingham.

Disclaimer: The views expressed in this analysis post are those of the author and not necessarily those of City-REDI or the University of Birmingham.

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3 of the Must-Know Partnership Law Cases of 2021

In this alert, we summarise three of the most notable and interesting Partnership and LLP law cases heard by the UK courts in 2021, with some practical commentary on how these cases might affect LLPs and partnerships, and their members and partners.

1. Dixon Coles and Gill (a firm) v Right Reverend, Nicholas Baines, Bishop of Leeds and another [2021] EWCA Civ 1097

Summary of case

The Court of Appeal held that innocent partners in a firm of solicitors are not always liable to former clients of the firm for losses caused by the acts of a fraudulent partner.

One of three individuals carrying on a solicitor’s partnership, Partner C, had been misappropriating funds from the firm’s client account for many years. Partners A and B were entirely innocent and unaware of the misappropriation. Approximately three years after discovery of the fraudulent conduct, proceedings were issued against all three partners by a former client of the firm, on the basis that they were trustees of the funds that the client had paid into the client account of the firm and which Partner C had misappropriated. Specifically, the former client relied upon sections 10 (liability of the firm for wrongs) , 11 (misapplication of money or property received for or in custody of the firm) and 12 (liability for wrongs joint and several) of the Partnership Act 1890.

Partners A and B sought to defend claims in relation to certain losses on the basis that claims had been commenced after expiry of the relevant limitation period. The key issue related to whether the innocent partners could rely on sections 21 (1) and (3) of the Limitation Act 1980 (“LA”), which provide as follows:

(1) No period of limitation prescribed by this Act shall apply to an action by a beneficiary under a trust, being an action –

(a) in respect of any fraud or fraudulent breach of trust to which the trustee was a party or privy; or

(b) to recover from the trustee trust property or the proceeds of trust property in the possession of the trustee, or previously received by him and converted to his use.

(3) Subject to the proceedings provisions of this section, an action by a beneficiary to recover trust property or in respect of any breach of trust, not being an action for which a period of limitation is prescribed by any other provision of this Act, shall not be brought after the expiration of six years from the date on which the right of action accrued.

The partners argued that they were not “party or privy” to Partner C’s misconduct. The Court of Appeal agreed that the innocent partners were not “party or privy to” the misconduct, and that they could therefore rely on section 21 of the LA as a defence to claims against them in respect of monies appropriated by Partner C more than six years before the commencement of litigation.

Practical takeaways

The Court of Appeal’s decision will offer some reassurance to innocent partners facing claims from former clients because of a fellow partner’s misconduct, to which they are not party or privy. It should also serve as a useful reminder to those advising on claims to be brought against individual partners of a partnership that a delay in issuing proceedings may enable innocent partners to avoid liability to a certain extent by relying on relevant provisions of the LA.

2. Re Bell Pottinger LLP, Secretary of State for Business, Energy and Industrial Strategy v Geoghegan and others [2021] EWHC 672 (Ch)

The High Court held that members of an LLP, who were not members of the LLP’s management committee, could potentially be liable to face disqualification proceedings under the Company Directors Disqualification Act 1986 (“CDDA”).

The Secretary of State for Business, Energy and Industrial Strategy (“Secretary of State”) sought disqualification orders against three members of former PR Agency, Bell Pottinger LLP (“Bell Pottinger”), which went into liquidation in September 2019, on the ground that they were not fit to be concerned with the management of a company or an LLP. Only one of the members had been a member of Bell Pottinger’s management committee. The other two members tried to argue that the CDDA did not apply to them as they were not members of the management committee and were not involved in its management.

It was held that Parliament intended to “ cast a wide net ” and, therefore, that potential liability to face disqualification proceedings was not limited to members on the management board or at a level equivalent to a director in a company. The Court also confirmed that the conduct relied upon for disqualification could be anything done in their capacity as an LLP member.

Some may view this as a harsh decision, given the potential exposure to disqualification faced by members of an LLP who do not sit on the management committee of an LLP and are not otherwise concerned or authorised to deal with the management of the LLP. However, it serves as a reminder that those who take up positions as members of an LLP and who benefit from limited personal liability for loss and damage caused to third parties by the LLP, should reasonably be expected to be held to high standards of behaviour.

3. Tribe v Elborne Mitchell LLP [2021] EWHC 1863 (Ch)

The High Court held that, when deciding how to allocate profits to members of an LLP under the terms of an LLP Deed, management need to act rationally.

The partner concerned claimed that he was not awarded a fair profit share in his last two years at the firm after more than 25 years of service. The court agreed that the principles developed in Braganza v BP Shipping Ltd Braganza v BP Shipping Ltd [2015] UKSC 17, concerning the exercise of discretionary powers, applied to the senior partner’s decision to make recommendations as to allocations among the partners. This meant that, in making his recommendations, the senior partner had been duty-bound not to “ take into account irrelevant matters or ignore relevant ones ”. His recommendations could not be “ outside the range of reasonable proposals that might be made in the circumstances ”. Indeed, in this case, the court found that the profit allocation had been within the range of proposals that it was reasonable for the senior partner to make.

The High Court’s decision confirms that members of an LLP, particularly those exercising management powers, will be held to a particular standard when allocating profits and cannot act capriciously or irrationally in the decision-making process. However, it also shows that following a reasonable and explicable process should make it difficult to challenge any ultimate decision as to profit allocation. Those exercising discretionary powers in making recommendations and/or decisions regarding the allocation of profit (or indeed other discretionary decision making regarding LLP members such as, for example, equity partner promotions or partner suspension or exits), would be well advised to consider the basis of previous decisions and clearly document the basis of their current decision and rationale, setting out a non-exhaustive list of the range of relevant matters to be taken into account and irrelevant factors to be ignored in the exercise of their discretionary powers.

If you have any questions arising from this alert, or require specific legal advice in relation to similar issues, please contact Zulon Begum or Clare Murray (Partners), who specialise in partnership issues for partnerships, LLPs, partners and LLP members. Please click   here to see the overview of our market-leading Contentious and Non-Contentious Partnership Practice.

CM Murray LLP   is Ranked Band 1 and Tier 1 for Partnership Law by  Chambers and Partners UK  and  Legal 500 UK , and is recognised as “one of the legal world’s strongest offerings in this area.”

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Partnership Case Studies Samples For Students

86 samples of this type

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Answer 1) Partnership is a business organization with two or more owners who agree on sharing profits at an agree ratio but at the cost of unlimited liability. Apart from profits, they must agree on the appropriate management structure also. Following are some pros and cons of a partnership firm:

- It is easy to set up - It offers diversified decision making process - Profits fo the firm are taxed only once as onwer’s income

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This section highlights all those successful strategies which Wal-Mart could pursue in future as these strategic decisions have proved to be fruitful for the company which are discussed as follows:

Joint Venture in Mexico

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Partnership grant - MRC

Case studies.

MRC has provided partnership grant case studies that are examples of successful grants and highlighted why they were successful.

Case study 1: Towards a collaborative computational project for electron cryo-microscopy (CCP-EM)

Understanding how cells work is vital to combating disease. Electron cryo-Microscopy (cryo-EM) provides useful information on how molecules in a cell interact with each other and how they are affected by their location. Cryo-EM relies on specialist software for processing and interpreting experimental data. However, the provision of existing software in this area is patchy and fragmented, making it difficult for scientists to access and use the technology.

To address this issue, a UK partnership of software developers and users is being brought together to establish a Collaborative Computational Project (CCP-EM). Such an initiative for the UK cryo-EM community is completely new. It aims to coordinate scientific efforts among UK groups that are active in the field of cryo-EM, and to support both the users and developers of cryo-EM software. Acting in a partnership will not only lead to the improved provision and use of software within the cryo-EM community, but it will also facilitate new work in this expanding field.

This grant was successful because it:

• provides a multi-disciplinary collaborative partnership between diverse groupings of researchers (computer scientists and structural and cellular biologists)
• provides computational support for the increasing number of structural and cellular biologists using cryo-Electron Microscopy (Cryo-EM); a technology which has seen a dramatic rise in popularity due to recent technical advances
• builds on existing investments – the UK has also benefited from a recent nation-wide investment in cryo-EM infrastructure, including expansion of the national facility; Electron Bio-Imaging Centre (eBIC).
• strengthens the research capacity of the community by providing open source, cutting-edge software to facilitate and enhance the processing of experimental data; making it easier for new researchers to enter the field and enable the UK to remain at the forefront of their field
• provides high-value community support through the dissemination of information and training on available software, needs-led improvement in software, help desk support, regular workshops and courses, and annual symposia.

Read more about the CCP-EM project on Gateway to Research .

Case study 2: Childhood arthritis response to treatment consortium (CHART): partnership to define stratified medicine tools for childhood inflammatory arthritis

Juvenile idiopathic arthritis (JIA) is a rare but serious chronic inflammatory rheumatologic disease. Timely treatment of this disease is essential; however, current drug therapy is based on a ‘wait and see’ method, using a variety of different drugs, one after the other, with no way of predicting a patient’s responsiveness to the treatment.

A new MRC partnership grant will establish the Childhood Arthritis Response to Treatment consortium (CHART), uniting the UK’s leading investigators in JIA translational research in order to improve understanding of treatment responses in patients suffering with childhood arthritis. Prior to this grant, UK centres studying JIA had no formal mechanism to work together. CHART will enable better evaluation of existing clinical datasets and protocols, analysis and sharing of data within a common platform, and standardisation of datasets, measurements and protocols.

Standardisation of data sets and protocols will also enable the maximal recruitment of patients to existing cohorts. The CHART consortium aims to include both international and industry partners in the future and will provide an evidence-base in order to improve treatment choices for sufferers of JIA.

• addresses an important area of unmet clinical need
• offers a focused remit with well-defined objectives to standardise protocols and data collection and provide a harmonised resource for both retrospective and prospective samples
• provides strong UK-wide support through collaboration/project partners, including clinicians, researchers, industry, and patients
• has a strong justification of resources, with costs primarily to support travel, consortium meetings, and core staff (a partnership coordinator and a data manager) plus resource to set up the data platform, manage the data, and provide appropriate data security
• provides clear long-term goals for the outcome of the partnership and future research funding – predictors of response to medication to inform treatment stratification in JIA.

Read more about the CHART project on Gateway to Research .

Case study 3: Building multi-site clinical research capacity in magnetoencephalography (MEG)

The non-invasive neuroimaging technique Magnetoencephalography (MEG) is used to directly investigate neuronal activity in the brain. It has many advantages over other neuroimaging methods including improved time resolution and spatial discrimination, and is a robust technique with which to study brain activity in medical conditions such as epilepsy and schizophrenia. However, the clinical research capacity of MEG is currently underdeveloped in the UK.

This MRC partnership grant will bring together MEG centres in the UK, in order to develop training programmes and increase critical research mass in the area of MEG. This multi-centre partnership will consist of academic networking events and stimulation of research collaborations, training schemes and PhD studentships. It will also involve the establishment of standardised protocols, common data analysis approaches, and integration and sharing of data from multiple sites and systems. Setting up this collaborative network will advance the UK’s clinical research output and international competitiveness in Magnetoencephalography.

• offers new collaborative activity to build clinical MEG research capacity in the UK
• builds on existing investments by universities, the research councils and other funders in MEG in the UK
• provides strong UK-wide support with all 8 MEG sites in the UK participating in the collaboration
• exploits existing resources to develop common analysis tools and standardised protocols, which will provide a platform for further applied clinical research
• provides important capacity building activities, including establishment of infrastructure required for data sharing, exchange of personnel and training of eight PhD students
• offers good value for money with participating centres subsidising part of scanning costs
• shows potential for high impact – it could open up new clinical applications and increase the number of patients who would benefit from the technique/non-invasive medical imaging.

Read more about the MEG project on Gateway to Research .

Last updated: 2 January 2024

This is the website for UKRI: our seven research councils, Research England and Innovate UK. Let us know if you have feedback or would like to help improve our online products and services .

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Home > Faculty Scholarship > Books > 30

Cases on the Law of Partnership

Floyd R. Mechem , University of Michigan Law School Follow

Download Full Text (60.4 MB)

Download Table of Contents (3.0 MB)

Download Table of Cases (2.7 MB)

Download I: What is a Partnership (21.6 MB)

Download II: For What Purpose Organized (14.8 MB)

Download III: Who May Be Partners (18.4 MB)

Download IV: What Contracts and Acts Create Partnership (11.7 MB)

Download V: Nature of Partner's Interest in Property (30.8 MB)

Download VI: The Firm Name and Good Will (4.6 MB)

Download VII: Rights and Duties of Partners Toward Each Other (29.0 MB)

Download VIII: Actions Between Partners (35.2 MB)

Download IX: Powers of Partners (5.0 MB)

Download X: Who is Liable for the Acts of a Partner (29.5 MB)

Download XI: Of the Nature and Extent of a Partner's Liability (10.9 MB)

Download XII: Of Dissolution and Notice (35.3 MB)

Download XIII: Of the Consequences of Dissolution (5.9 MB)

Download XIV: Agreements Between Partners at Dissolution Respecting Payment of Debts (10.4 MB)

Download XV: Application of Assets to Claims of Creditors (63.4 MB)

Download XVI: Distribution of Assets Between Partners (7.5 MB)

Download Index (10.1 MB)

Description

A casebook with selected cases to aid the teaching of partnership law. First edition. Missing front matter.

Publication Date

Callaghan & Company

Partnerships, Property, Property interests, Firms, Liability, Dissolution, Notice, Debts, Claims, Assets, Limited partnerships

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Business Organizations Law | Legal Education

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Mechem, Floyd R. Cases on the Law of Partnership . Chicago: Callaghan & Company, 1896.

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ESG and Commercial Real Estate Case Study

New and complex laws intended to increase the sustainability, climate resilience, and efficiency of commercial buildings are rapidly emerging across the US and worldwide. While some laws have required the disclosure of energy and water use in buildings for years, numerous state and local jurisdictions are now instituting "building performance" laws that require building energy use reductions and carbon emissions caps, together with penalties for failing to meet these new standards. DLA Piper can help commercial real estate owners and property managers understand and take proactive steps to meet these requirements in ways that support sustainability initiatives while avoiding unexpected financial burdens.

Navigating an evolving regulatory landscape

Building performance laws typically hold building owners responsible for legal compliance. But in commercial real estate, the drivers of actual energy and water use in buildings are generally its tenants. This means that buildings not only have to be built to specific requirements, but landlords and tenants must cooperate to ensure that building use and operation meet stated requirements. Strong working relationships and enforceable agreements with tenants and property managers are critical to avoiding penalties and other unanticipated costs.

We are at the forefront of helping clients proactively understand the requirements coming into effect, plan for them, anticipate new requirements, and negotiate "green" leases that help landlords and tenants strategically align priorities and behaviors, and avoid unwanted liabilities. We are also helping our clients understand how these laws could apply to their buildings under various future regulatory scenarios if their buildings rely on utility services from the grid (which may be powered by fossil fuels).

Practice example: Building decarbonization and clean energy law tracking

Our client, a leading international real estate owner focused on the life science and technology sectors, is subject to numerous ESG laws that are difficult to find, hard to understand, and frequently changing. Our client needed help to identify, summarize, and then track proactively the rapidly changing legal landscape of international, state, county, and city laws, regulations, and building codes that are driving decarbonization of buildings and forcing utilities to replace fossil-fuel-powered electricity with clean energy sources. This client sought a trusted partner to track and summarize laws that fall under the following interrelated, cross-disciplinary legal topics:

• "Benchmarking and Disclosure Laws": Laws that require building owners to calculate and report building-specific energy usage, energy efficiency measures, water conservation measures, and/or projected greenhouse gas (GHG) emissions from energy usage at a building (or buildings) on a regular reporting schedule.
• "Building Performance/GHG Emissions Cap Laws": Building performance laws or building codes that either (i) prohibit buildings from producing/emitting GHGs beyond certain established caps (which caps may be progressively reduced to reach "net zero" over time), or (ii) require buildings to be built to higher energy efficiency or green building standards.
• "Bans on Fossil Fuel Use or Fossil-Fuel-Powered Utility Connections in Buildings": Laws or building codes that prohibit the use of natural gas (or other fossil fuels) as a direct source of energy for specified buildings; that prohibit building connections to fossil-fuel-powered utility/building infrastructure; and/or that prohibit installation of equipment that use natural gas.
• "Electrical Grid - Clean Energy - Renewable Portfolio Standards (RPS) and Clean Energy Sourcing Requirements": Clean and renewable energy sourcing requirements for public utilities in target cities, including state renewable portfolio standards and regional compacts, that could affect carbon emissions caused by using energy from the grid.

We assembled a cross-disciplinary team from our deep bench of environmental/ESG and real estate lawyers who have the relevant expertise and skills to track the complex web of decarbonization laws in 22 cities across the United States and United Kingdom. We identified and summarized current laws at the national, state, county, and city levels, and we continue to track changes to these laws and provide updated summaries and regular quarterly reports to capture evolving trends in real time.

Our client views compliance with ESG-related requirements as critical to its continued success in the marketplace and to its ability to attract a wide range of investors far into the future. By helping our client understand the range of ESG-related requirements affecting its portfolio, assist with current compliance, plan for future compliance, and avoid fines and penalties, we are helping our client achieve these important business objectives.

Comprehensive coverage

The above example is significant, not only because we are tracking emerging laws at the cutting edge of sustainable real estate as they unfold, but because we are covering laws at every scale, down to the most granular level, from national and regional laws to local codes. This scope of coverage is particularly important as more government agencies try to regulate sustainability by increasing climate disclosures while forcing carbon emissions reductions, both in the United States and the European Union. Companies will need to align company-wide reporting with their business operations across numerous jurisdictions, which inevitably will include their real estate assets. Because of our large US and global platform, we are able to offer clients a one-stop shop to understand and track these requirements and translate them in business-friendly ways.

Getting started

The intersection of sustainability and real estate presents numerous challenges that should be met with a thoughtful and deliberate strategy. Our ESG and real estate lawyers are ahead of the curve in helping clients understand the issues and develop practical, real-world solutions to mitigate these multi-dimensional challenges.

We look forward to working with you.

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