Case Studies for Lead Gen/Nurturing. Most importantly, think of ways, like Parature, to integrate the voices of your most successful customers in all your marketing efforts , from lead gen to upselling to current customers. What other ways are you using case studies for lead generation? This morning, a perfect example of customer case studies in action arrived in my inbox. The subject line reads: "Webinar – How IGN Entertainment Increased Self-Service Rates to Over 90% Using Parature Customer Service Software." " But which first?