Featured1 min read
The case study is the best marketing you are not writing
An opinion, backed by what our clients' analytics actually show: one honest case study outperforms a quarter of blog posts.
Press passNo. 0006Dana Okafor
Founder
Runs Fieldnote, a content studio for B2B companies. Case studies, research and honest marketing.
Manchester, UKMember since Apr 2026
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- First article
In Dana’s words
Fieldnote is a four-person studio. We write case studies and original research for software and services companies, and we look at the analytics a year later to see what actually worked.
On Aqvil since Apr 26, 2026 · Manchester, UK
Guide1 min read
How we structure a case study interview so people actually tell us the truth
The order of questions matters more than the questions themselves. Here is the structure we use on every call.
Featured1 min read
Original research is a marketing channel, not a report
The survey reports that get cited for years are built differently from the ones that get read once and forgotten.
Research1 min read
What happened when we followed up on our case studies a year later
We called back every subject from case studies we published in one calendar year to check if the numbers held up. Most did not, in an interesting way.
Opinion1 min read
The B2B testimonial that convinces nobody
A specific, common pattern in customer quotes that reads as fake even when it is completely true.