In this episode of Marketing Spark, Mark Evans talks to Joel Klettke about the significance and strategic use of case studies in B2B marketing.  Key topics include the inception of Joel's company, Case Study Buddy, and its unique approach to crafting case studies.  We delve into the challenges and potential of case studies, emphasizing storytelling, strategy, and the integration of various marketing elements.  We also talk about tactics for leveraging case studies in marketing campaigns and sales, the importance of customer stories, and methods for extracting value from case studies.  Joel shares insights on customer intelligence gathering, the identification of ideal case study candidates, and measuring the ROI of case studies.