Full disclosure: we are a Hubspot Partner Agency, but the internal discussions we had on the terms ‘content marketing’ vs ‘inbound marketing’ are one of the main reasons for this article. We needed alignment, and the following post is something we could all agree on!

I had the opportunity to attend Hubspot’s annual Inbound Marketing conference this year and wanted to share a couple of takeaways about aligning sales and marketing more closely in the inbound marketing world.

I’m fortunate to travel to historical Prague on business with Wings4U. Even in winter (these photos are from February), Prague is beautiful and oozes history and charm; it lends to one waxing lyrical. But there is also a real energy in the business scene and as I looked through my mobile photos I saw some of my favourite business lessons - for startups or more established organisations – in the very fabric of Prague. So, without further ado, please enjoy these photos with a business twist.

Case studies are now, more than ever, the go-to content for marketers – both B2B and B2C. Their effectiveness is proven to be memorable, measurable and drive results. 73% of B2B buyers review case studies to aid their purchasing decisions. Why? Because they demonstrate and prove the success of a product or service.

We’ve produced hundreds of case studies for our clients in 80 countries across the globe. As a result, we’ve identified some key points to ensure we deliver case studies that count.

What makes a great case study? One that’s authentic, demonstrates strong and measurable results and presents new information that engages the reader.

If you’re a brand that engages an agency to write your case studies, be sure both you and the agency are aligned on the following points. These are some of our top tips for engaging case studies.