How to Create Case Studies in HubSpot
Create polished, on-brand case studies in HubSpot by configuring the native Case Studies tool, then turning a single recorded customer conversation into a published story with AI.
What the Case Studies tool does
HubSpot's Case Studies tool (available on Content Hub Professional and Enterprise) lets you build and publish detailed customer success stories directly inside your CRM. Each case study is assembled from a set of modules — a title, a summary, success metrics, testimonials, an "about the company" section, the main story body, and a call to action — so every story follows a consistent, professional structure. Because case studies live in HubSpot, they inherit your brand theme automatically and can be tied to campaigns and industries for reporting.
What you need before you start
Two things matter most. First, you need a Content Hub Professional or Enterprise subscription — the tool isn't available on lower plans. Second, and more important, you need customers who are willing to be featured and a real result worth writing about. The strongest case studies are built on the customer's own words and at least one measurable outcome, so line up the right stories and secure permission to name and quote each customer before any writing begins.
The fastest way to produce a case study
The tool setup is quick; the real work is turning a customer's experience into compelling copy. The most efficient approach is to run a short recorded call with the customer, capture the transcript, and use AI to draft the story against a consistent case-study structure — then review, refine in your brand voice, and confirm the quotes and numbers with the customer before publishing. One conversation becomes one finished case study, and the process repeats cleanly for every story after that.
Building the case study in HubSpot
Inside HubSpot, you can start a case study from scratch and paste in your drafted content, or generate one with Breeze by supplying a topic and uploading supporting documents. Either way, you populate the modules — title, media and summary, up to four success metrics, up to four testimonials, an about-company section, the main body, and a call to action — and hide any modules you don't need. You then set each study's SEO details (title, URL slug, meta description, social share image) and associate it with the relevant industry and campaign. HubSpot walks through each of these steps in its guide to creating and managing case studies.
Styling and publishing
Case studies use HubSpot's default case-study template and pick up your existing theme, header, and footer, so a well-configured brand keeps everything on-brand with little extra effort. You can preview each study on desktop and mobile, then publish it immediately or schedule it. A dedicated listing page — with its own domain, URL slug, title, subheading, and meta description — gives visitors a single place to browse all of your published stories.
Getting the most out of your case studies
A published case study is only valuable if it gets used. The best-performing stories lead with a concrete result, quote the customer directly, and end with a clear next step. Once they're live, put them to work: send them to prospects mid-deal, feature them in campaigns and calls to action, repurpose them for social, and make sure they're structured to be surfaced in search and AI answer engines.
If you want to learn more about how to create case studies in HubSpot, contact The Gist.