Northline

4

Enterprise inbound leads

6

Case studies produced

Q1

Results timeline

The challenge

Northline had a strong product and loyal customers, but no proof assets to show prospects. Sales reps were describing outcomes verbally on calls with no written evidence to back them up. Enterprise buyers — particularly procurement teams — were asking for case studies and reference documents that didn't exist. Without them, deals were stalling at legal and procurement.

What we built

We ran a six-week case study programme. We interviewed six Northline customers, identifying the most compelling results stories across different verticals. For each customer we produced a long-form case study (1,200–1,500 words), a one-page PDF results summary formatted for procurement review, and a LinkedIn-native version for social distribution.

Each piece was structured around a specific measurable outcome — reduced dispatch time, lower error rates, cost per shipment — with exact figures attributed to named contacts. We also wrote a short sales enablement guide on how and when to deploy each asset in the deal cycle.

The results

In the first quarter after publication, four enterprise prospects reached out citing specific case studies. Three of those converted to qualified discovery calls. Marcus Webb, VP of Marketing, described the effect: "Prospects were referencing specific lines from the case studies on discovery calls. That's never happened before. The content is doing sales work before we even get on a call."