Case Studies Sunset

The sunset itself is quiet: if you have case studies in the old tool, HubSpot migrates them to blogs and keeps the content, layout and URL. Casey's read on the show was that HubSpot does not think case studies need to be their own tool, that they can work inside tools that already exist, and I think that is right.

The more interesting part to me is what a case study depends on. I said it is another indicator that the data past closed won is thin in the ecosystem, and that "nobody fills in their post-sales data sets or cares." A template does not fix that. If the context behind the customer is not in your CRM, marketing ends up telling the story from a pile of conversations that live outside it. The same goes for AI: you can ask it to draft the next case study, but it can only work with the context you give it.

I also think the format has a limit right now. My least favorite question at the moment is whether we have done AI transformation for anyone before, and the honest answer is that nobody has. "Even the best case studies with all the numbers do not transfer to any other company very easily right now, especially when AI is involved." A customer story about what actually happened is the better frame.

Who should act: Content Hub Professional and Enterprise portals with published case studies. Nothing is required, but after the migration, open a few of the new blog posts and confirm the layout and URL came across the way HubSpot says they will. Who can skip it: anyone who never used the case studies tool. The new Case Studies blog template is available to every tier, so it is worth a look if you have been putting off a first case study.