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10 B2B Case Study Examples to Inspire Your Next Customer Success Story

Zeynep Avan

  • October 24, 2023

case study examples b2b

Case studies, also known as customer stories, are valuable content assets for attracting new customers and showing your expertise in a competitive market.

The more case studies you have, the simpler it gets for your customers to make decisions.

Case studies provide a firsthand experience of what it’s like to use your product or service, and it can give an “Aha!” moment to potential customers.

While product demos and white papers are great for generating leads, their use is limited to highlighting product features. 

On the other hand, case studies showcase the transformation a business has undergone while using your product.

A case study offers potential customers a glimpse of the positive changes they can expect, which is more compelling than simply showcasing your product or service’s excellence.

  • Customer mission should be given at the beginning
  • Follow up about specifics and metrics
  • Use quotes from their side to highlight
  • Work out the biggest benefits of your offering and make reference to them
  • Make sure your success story follows a brief and logical story structure

In this article, we’ll review 10 examples of outstanding case studies that have collectively helped secure millions in new client business. Let’s get started.

What Is A Case Study?

In simple terms, a case study highlights how a product or service has helped a business solve a problem, achieve a goal, or make its operations easier. 

In many ways, it’s a glorified and stretched-out client testimonial that introduces you to the problem that the customer is facing and the solution that the product has helped deliver. 

Case studies are invaluable assets for B2B SaaS, where sales cycles tend to get lengthy and costly. They’re a one-time investment that showcases your product’s features and benefits in rooms your sales team can’t be in. 

What Makes A Good Case Study? 

There is no one-size-fits approach to a good case study. 

Some case studies work better as long, prose-forward, and story-driven blog posts. Whereas some are better as quick and fast-fact content that doesn’t add to the chatter but gets straight to the point. 

Here are some of the tenets of good case studies:

  • Product-Led : Focuses on showcasing the product as the solution to a specific problem or challenge.
  • Timely : Addresses the current issues or trends relevant to the business’s ideal customer profile (ICP) . 
  • Well-structured: Follows a clear, organized format with easily digestible writing style and synthesis. 
  • Story-driven: Tells a compelling and relatable story that puts the reader in the customer’s shoes. 

Case studies must tell the customer’s story regardless of style or content density.

Other than that, visuals in case studies are powerful in increasing conversion rates, by providing real evidence and taking attention.

Companies can also use their website, social media, and newsletters to promote case studies and increase visibility.

Below, we have ten diverse case study examples that embody these principles. 

B2B Case Study Template from Our Team

We will share great and proven B2B case study examples that you can get inspired by in the following section, but before that, let’s take a look at an easy and effective template from our team.

b2b case study template

10 Best B2B Case Study Examples To Take Inspiration From

Plaid is a fintech company specializing in equipping users with a secure platform to connect their bank details to online applications. Addressing the pressing concern of financial security, Plaid leverages compelling case studies to showcase the remarkable transformations their clients experience.

Take Plaid’s case study of Betterment, for example. 

plaid b2b case study example

The study begins by stating the goal that the customer is trying to achieve, which is to “onboard new users and drive engagement.” Right next to the goal is company details, and followed below is a singular problem and its solution.

The case study continues by keeping the business’ desired result front and center and offers a generous outlook on the SaaS business.

plaid case study

The core process of how Plaid helps Betterment is cleanly laid out, which is a brief version of a ten-page white paper. 

benefit statement in plaid

What follows are several benefits that Plaid offered to Betterment. 

plaid betterment case study

Plaid’s subtle yet effective product integration and clear, well-organized process make it simple for customers facing similar challenges to envision the solution.

2. SalesHandy

SalesHandy is an email automation software that personalizes high-volume cold emails. The company heroes client success stories for its case studies and opens the heading with their wins. 

Check out this B2B case study example from Sedin’s case study published by SalesHandy.

saleshandy problem statement

Readers need context, and case studies should always begin by outlining the exact problems their product or platform aims to solve. 

Here, SalesHandy expertly introduces us to Sedin’s use case and the challenges that the business is facing.

saleshandy use case statement

After a lengthy context, the case study highlights Sedin’s core challenge in the words of its personnel. 

This personable approach ropes readers in and lets them empathize with Sedin’s challenges. 

saleshandy quote use in case study

With a single scroll in, SalesHandy lays out the solutions to Sedin’s core challenges and integrates its product. 

b2b case study example from saleshandy

This highly detailed case study covers all corners and includes the exceptional results achieved in record time. SalesHandy closes the study with a word from the character already introduced to the readers. 

saleshandy sedin case study example

SalesHandy doesn’t shy away from giving a detailed account of its process, which is crucial for highly technical products and enterprise packages that involve multiple decision-makers. 

B2B Case studies, first and foremost, should be written in a language that your ICP understands. 

playvox case study headline

Playvox is a customer service platform that helps businesses streamline business operations. 

This industry-specific case study of Sweaty Betty by Playvox addresses unique challenges within a niche industry, such as account assessment times for retail and online shops. 

The case study starts with the results it achieved for Sweaty Betty. 

case studies include numers

The case study follows a straightforward, albeit impactful, challenges-solution-results format as we scroll down. 

But instead of listing out solutions in bullet points, Playvox uses customer voice to present the transformation that Sweaty Betty went through. 

playvox sweaty betty solution

With this formatting, Playvox doesn’t have to tout the platform’s usefulness. Sweaty Betty is doing it for them. 

4. Base Search Marketing

We promised diverse case studies, and here is a stellar B2B case study example of a single deck case study of Shine Cosmetics by Base Search Marketing.  

Base Search Marketing is a boutique link-building and SEO agency that works with startups and mid-level businesses. 

base search marketing format

This case study, which can be reviewed as a brochure, gives you an overview of the customer and lays out the challenges that the business is facing. 

You’ll notice how the study uses the CEO’s quote to mention a pretty universal problem that most startups face: “limited resources.”

By highlighting the results in the left tab and laying out the process on the right side, this case study does a masterful job of covering all corners and telling a desirable customer success story.

Another approachable form of case study is slide decks, which you can present in boardrooms and meetings and act as a sales pitch. 

loganix case study slide example

Loganix nails it with its case study deck for 

If you have a complicated product or service requiring an in-depth explanation, then using this format would be a great option. 

The solution, stated in simple bullet points, drives the message home.

loganix bullet points

Fewer words. Cleaner decks.

Using this methodology lets the audience walk through the case study with visuals, bullet points, and concise text. 

6. CoSchedule

CoSchedule is a SaaS leader in the social media space, and this Outcome-led Case Study proves just why it is so good at capturing the markets.

The study kicks off with a result-forward headline, piquing the interest of readers who are interested in getting similar outcomes. 

coschedule outcome-led case study example

There’s much to appreciate in this succinctly written case study, but the headlines get our attention and hold it.

With every scroll, results are presented to you in the form of graphs, quotes, and visuals. 

loganix graphics

The study ends with a quote from the customer, which repeats the outcome stated in the headline. 

end with quote example

Leading remote teams is a challenge that numerous teams will face moving forward. CoSchedule makes operations easy for these teams, and it doesn’t shy away from stating just how through its case study. 

7. Wizehire

Case studies have evolved from lengthy blocks of text confined to PDFs to a new digital era emphasizing impact over verbosity.

Wizehire’s succinct case study is a prime example of this shift. It uses fewer words to create a powerful impression.

wizehire example of case study

From the very first page, the case study introduces us to Kris, the customer and central figure of the story. Without the need for extensive scrolling, we quickly grasp vital details about Kris: his role, employee turnover, location, and industry. 

In the second slide, we are immediately taken to the solution that Kris got by working with Wizehire. 

wizehire b2b case study examples

The case study ends with a passionate testimonial from Kris, who deeply believes in Wizehire. 

testimonial example

The case study has less than 300 words, enough for local entrepreneurs like Kris Morales, who want to hire talent but don’t have the resources for proper vetting and training. Until, of course, Wizehire comes along. 

8. FreshBooks

When a reader can see themselves in a case study, it takes them one step closer to wanting to try the product.

This case study by Freshbooks uses a beautiful personal story of an emerging entrepreneur. 

freshbooks case study example

Using a deeply personal story, the study appeals to people who are just starting and aren’t accountants but suddenly have to deal with employee invoices and a dozen other bills. 

The text progresses in an interview-style study, with the customer taking the mic and illustrating the challenges that startups and small businesses face. 

freshbooks challenge statement in case study

This style works because readers crave insights directly from customers. Getting authentic testimonials is becoming increasingly challenging. Well-crafted case studies can be valuable substitutes, provided they seem realistic and from the heart. 

Featuring quotes or testimonials from satisfied customers throughout the case study adds to its credibility and authenticity. Just like this testimonial Case Study by Slack .

slack testimonal case study

Slack is a giant in the realm of digital communication, with more than 20 million active users worldwide. However, it is tough to break into the market of group communications. After all, Slack competes with both WhatsApp and Microsoft Team regarding market share. 

To level the playing field, Slack features case studies from top entrepreneurs and market players who have been served well by it. 

slack case study

Its case studies are laden with personal stories about how the platform boosts productivity. 

At the same time, the software also plugs in the “try for free” banner to make sure that customers are aware of the inexpensive nature of the software.

It’s not easy to get such detailed testimonies from the C-suite, but when you’re Slack, businesses tend to make an exception. 

Some case studies are based on highly niche subjects, where nothing is at the top of the funnel. Kosli nails it with this highly technical case study of Firi.

kosli firi technical case study

Technical case studies are designed for niche audiences who are already aware of the problems that the software can solve. Case studies like these are clean and smart and come with solutions that have a counterpart solution. 

There is absolutely no fluff and nothing that can be a reason for C-suite executives to bounce from. 

It’s full of information-packed pages designed to hook the reader in and present the tool as a formidable solution to their problem. 

kosli firi

You’ll notice how they weave Kosli through the entire case study, and the first-person report comes from the customer. 

B2B Case Study Examples In Short

In the B2B SaaS industry, converting new leads and securing new business has become increasingly challenging. In this landscape, impactful content assets such as case studies and customer stories are sometimes the only things moving the needle. 

Crafting a compelling customer story empowers brands to enable potential customers to engage directly .

🚀 Customer stories evoke empathy from buyers

🤝 Customer stories help build up your relationships with vocal brand advocates

⬇️ Customer stories lower your prospects’ information cost

Once you’ve determined the most effective way to convey information that resonates with your leads, you can collaborate with your content and design teams to create impactful case studies to generate new business and prove your expertise and experience in the market. 

Zeynep Avan

Zeynep Avan

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21+ B2B Marketing Examples and Case Studies

  • December 8, 2020

It’s tough to create B2B marketing strategies from scratch.

There are thousands of articles on the web about how to craft a B2B marketing strategy – many written by those who have never done it successfully.

You could spend a ton of time reading all of them, but sometimes seeing real-life examples is far more useful.

In this article, we’re going to cover 25 successful B2B marketing examples to inspire your own marketing strategy and growth:

  • How HubSpot Generates $271 Million Annually With Inbound Marketing
  • How Shopify Increased Their Revenue by 90% in 365 Days
  • The Exact Strategy Apollo Digital Used to Grow a BPM SaaS from 0 to 200,000 Monthly Organic Traffic
  • Slack’s Secret Sauce for Driving 100,000,000 Website Visitors per Month

And so much more!

So, let’s get started!

#1. HubSpot: $271 Million Inbound Lead Generation Machine

case study examples b2b

HubSpot is a B2B marketing powerhouse. You can’t be in B2B marketing and not be familiar with them.

HubSpot began as a CRM and marketing automation software but has quickly grown into an all-in-one marketing solution. Not only is their software impressive, but they’ve also become a thought leader in all things inbound marketing.

They quickly grew from 6.6 million to 271 million in annual revenue in seven short years. How did they do it?

  • Category Creation: HubSpot essentially created the inbound marketing category. Their co-founder coined it for the first time in 2005 , paving the way for Hubspot to become the ultimate thought leader. This catapulted their brand recognition.
  • Community Marketing: HubSpot created, an online hub for marketers to connect, learn, and find jobs. It quickly grew to over 170,000 members within just a few years.
  • Content Marketing: HubSpot wrote the book on content marketing. Not only do they dominate SERPs with content that ranks, but they have an insane library of downloads as well.
  • Micro-Influencers: HubSpot has nearly 300k followers on Instagram, thanks in large part to their partnerships with micro-influencers. They encouraged HubSpot partners to post original content promoting their software, which skyrocketed their following.

Read the full case study on Hubspot’s market takeover.

#2. Shopify: Increased Revenue 90% in 365 Days

Shopify Marketing Example: Increased Revenue 90% in 365 Days

In 2018, they almost doubled their product revenues from $7.7 billion to $15.4 billion. Here’s how they did it:

  • Top of Funnel Content: Shopify dominates the top of the funnel on search engines, with over two million ranking keywords (like “ecommerce” and “online store”). Not only do they create great content, they also build awesome free tools.
  • A Sticky Free Trial Offer : Their bread and butter is the free trial. Once they have you on the site, they push the free trial hard. Shopify is such an impressive software, it’s nearly impossible for prospects to opt-out after using it for two weeks.
  • A Killer Onboarding Sequence: Once you’ve started your free trial, they convert like crazy through persuasive microcopy, timely CTAs, and great subject lines.

Read the full case study on Shopify’s massive revenue growth.

#3 Apollo Digital: 0 to 200K Monthly Organic Traffic

case study examples b2b

Apollo Digital has worked with many SaaS and B2B companies to achieve huge results through SEO and content marketing .

Last year we catapulted a business process management software from zero to nearly 200,000 monthly organic traffic in just two short years. Here’s how we did it:

  • Revamped Content Strategy: Completely revamped their content strategy by identifying content suffering from keyword cannibalization and proposing improvements.
  • Fresh Keyword Research : Performed additional keyword research to pinpoint our client’s highest priority keywords and phrases.
  • Thorough Outlines: Created thorough and detailed content outlines to ensure writers were creating relevant and optimized content every time.
  • Prioritizing User Experience: Optimized all content not just for search engines, but for users as well. Easy-to-read content always wins.

You can find the full SEO case study here.

#4. Slack: 100,000,000 Website Visitors per Month

Slack Marketing Example: 100,000,000 Website Visitors per Month

Slack needs no introduction. They are one of the fastest-growing SaaS platforms of all time, thanks to some brilliant SaaS marketing strategies and tactics. Here’s how they did it:

  • Ranking on Review Sites: Instead of trying to rank for competitive terms like “collaboration software,” Slack earned high rankings on the sites that do dominate these keywords like G2 and Capterra.
  • Integrations: Much of Slack’s traffic is referral traffic from sites that integrate with Slack.
  • Powerful Landing Pages: Slack put heavy emphasis on their landing pages, using persuasive copy and social proof to convert visitors.

Check out the full case study on Slack’s growth here.

#5. Intercom: $50 Million Annual Recurring Revenue

case study examples b2b

Intercom is a massive software company dedicated to customer experience. It has grown rapidly over the last seven years and boasts more than $50 million in ARR. Not only that, but Intercom continues to grow without spending loads on sales and advertising.

Here’s how they do it:

  • Dynamic Landing Pages: Intercom thrives on personalized content catered incredibly well to the user. Their landing pages convert.
  • Competitor Analysis: Intercom relies heavily on digging into their competitors’ SEO rankings, strategies, and tactics.
  • Semantic SEO: Many of their pages and posts rank for loads of keyphrases rather than just a single target keyword. They achieve this through thorough, semantic B2B SEO efforts.

Check out the full Intercom case study here.

#6. Mailchimp: $400 Million in ARR

Mailchimp Marketing Example: $400 Million in ARR

Mailchimp has been an email marketing leader for around ten years, but their growth hasn’t always been as rapid as some of our other examples. They spent years experimenting and testing different tactics and strategies.

Now they sit as a marketing automation leader with over $400,000,000 in revenue each year. Here’s how they did it:

  • Custom Audiences: A lot of Mailchimp’s traffic comes from Facebook advertising where they use well-targeted custom audiences and personalized funnels.
  • Creative Campaigns: A few years ago Mailchimp launched a campaign playing on their funny name. Their multichannel approach resulted in a ton of new brand awareness.
  • Effective Landing Pages: Their creative landing pages lead with curiosity and end with a low friction CTA.

View Mailchimp’s full case study here.

#7. GrooveHQ: $5M/Year Business in 3 Years With Content Marketing

case study examples b2b

GrooveHQ is a customer support and service platform helping businesses deliver standout customer experiences to their client base.

Over the last three years, Groove has become a $5 million per year business by investing exclusively in content marketing. Here’s how they did it:

  • Listening to Customers: Questions from customers and prospects is one of the only things that fueled their content calendar early on. They wrote content based on common questions and topics their customers wanted more information on.
  • Smart Outreach: Rather than generic link outreach, Groove asked well-known leaders in the space for feedback on their content. This proved extremely effective in earning links and shares.
  • Storytelling: Rather than jumping straight into the practicalities of each post, they learned their audience wanted a story. So they lengthened their intros which increased the average time on page by around 300%.

Check out the full case study on how GrooveHQ grew their business with content marketing.

#8. OptiMonk - How iSpionage Increased Blog Referral Traffic by 58% in 1 Month Using Onsite Retargeting

case study examples b2b

iSpionage is an awesome tool that allows you to download AdWords competitor keywords with the click of a button and monitor competitor PPC landing pages. With the help of Optimonk, they increased blog referral Traffic by 58% in one month using onsite retargeting.

  • Exit Intent Popups: They used an OptiMonk exit-intent popup to entice users to check out their main homepage.
  • Personalized Engagement: The popup only appeared for readers who had spent a minimum of ten seconds on the blog. And for a better visitor experience, they limited the popup to appear a maximum of five times for repeat visitors.

Check out the full iSpionage case study by OptiMonk here.

#9. G2: 50k to 1 Million Monthly Organic Visitors in a Year

case study examples b2b

Most people in the world of SaaS are familiar with G2, one of the leaders in the business software review space. Businesses all over the world use G2 to help them choose software for their business.

Starting in 2017, they began investing heavily in content generation, taking their blog traffic from around 50,000 sessions in March of 2018 to nearly 1 million sessions in March of 2019. Here’s how they did it:

  • Keyword Research: G2 dug deep into direct competitors’ ranking keywords as well as some non-competitors to get keyword insights (like Hubspot).
  • Everyone Does Outreach: Not only did their link building team distribute content, but their writers as well. All hands were on deck for building links.
  • A Sound Process: G2 produced a lot of content thanks to solid systems and processes that spanned across the SEO and writing teams.

Check out G2’s full case study here.

#10. SEMRush - 71 Upsells from a Game

case study examples b2b

SEMRush has been an SEO tool market leader for a few years now. One B2B marketing tactic that skyrocketed their growth was a not-so-standard one: games.

In 2017, they created an Easter-themed game that encouraged users to expand what SEMRush features they used, leading to 71 upsells. Here’s how they did it:

  • Familiar Design: The games they designed didn’t only look good, they were familiar. There was no learning curve to play them, which led to high engagement and shares.
  • Holiday-jacking: You may be familiar with newsjacking (creating content around big news stories). SEMRush created their game around the Easter season, increasing their chances of going viral.
  • Post-Campaign Nurturing: After the game launched, they created email sequences to follow-up with customers who played the game. This led to further engagement and some conversions.

View SEMRush’s full case study .

#11. Stanley Black and Decker - 30% reduction in sales cycle length

Stanley Black and Decker Marketing Example

Stanley Black & Decker is an 11-billion dollar global provider of diversified tools, storage, and security. In addition to selling tools directly to customers, they also sell franchises. But unlike the B2C side of their company, they lacked customer data and strategy to engage with their end-users.

Implementing Pardot (a B2B marketing automation platform) helped them grow their market share and reduce the length of their sales cycle by 30% within one year. Here’s how they did it:

  • List Segmentation: Stanley Black & Decker had a lot of customer email addresses. But instead of sending out generic mass emails, they segmented their lists for personalized messaging.
  • Dynamic Content: They used dynamic content on their landing pages to extend the personalization of their email workflows.
  • Blending Sales and Marketing: A single platform for sales and marketing automation allowed them to align their teams for better collaboration and more closed deals.

Read Stanley Black and Decker’s full case study .

#12. BrightEdge - 994% Organic Lead Growth for Payroll Software

case study examples b2b

Paycor, a payroll and human resources software, needed help scaling their SEO efforts. Their small team didn’t have the resources to make the huge leaps they wanted.

During a big site migration, Paycor got help from Brightedge’s toolset to increase their site visits by 308% year-over-year. Here’s how they did it:

  • On-Page and Technical Optimization: The Paycor team started with foundational optimizations to set the stage for serious growth.
  • Updating Content: The team evaluated high performing content to identify new opportunities post-migration.
  • Focus on UX: Paycor used Brightedge’s Autopilot tool to assist in offering users an overall better UX when finding relevant content.

Read the full Paycor case study here.

#13. BuzzSumo: $2.5m Annual Revenue in its First Year

case study examples b2b

Buzzsumo is a platform that helps marketers discover content ideas, uncover platform insights, identify relevant influencers, and much more.

They launched in 2015 and posted $2.5 million in revenue that first year. Here’s how they did it:

  • The Freemium Model: BuzzSumo mastered the freemium model in its first year, ending it with over 160k free users.
  • First Class Influencers: They gained respect and publicity from some big marketing names (like Rand Fishkin, Larry Kim, and Neil Patel) very early on.
  • Unique Content: They generated a lot of compelling content in their first year. And it wasn’t just any type of content either, they shared industry-leading research and told compelling stories through data.

Check out BuzzSumo’s full case study .

#14. Document360: $20k MRR Through SEO

Document360 Marketing Example: $20k MRR Through SEO

Document360 is a knowledge base software that helps growing companies create support documentation for users.

The company was founded in 2017 and has already grown to $20k MRR. Here’s how they did it:

  • Sales-Focused Content: When you read Document360’s blog, you won’t find content with a few CTA’s here and there. They speak about their products’ features and benefits all throughout their blogs – even those that are more generic and top-of-funnel focused.
  • Seamless Onboarding: The product’s new user onboarding experience is incredibly smooth, which proves the product’s value immediately and increases the chances of converting free trial users.
  • An Authority Podcast: Document360 hosts a niche podcast on knowledge bases and regularly hosts other leaders in the field. This expands their reach and increases their brand authority.

Check out the complete case study here.

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#15. Buffer: 3x Reach and Engagement on Facebook

case study examples b2b

Buffer is one of the most popular social media scheduling and engagement tools on the market. In late 2016, their marketing team dramatically changed its Facebook posting strategy.

Their change resulted in tripling their monthly reach and engagement. Here’s what they did:

  • Less Posting: They began focusing less on frequency and more on quality, only posting entertaining or educational content.
  • Curated Content: Instead of constantly posting original content, Buffer found that curated content from other publishers can perform just as well.
  • Boosted Posts: It doesn’t cost a ton to give your posts a little bump and see huge increases in reach. Buffer spent around $40/day on boosting their posts.

Check out the full case study from Buffer.

#16. ActiveCampaign: How They Grew to Over 50,000 Customers

case study examples b2b

ActiveCampaign has emerged over the past few years as a market leader in the email and marketing automation space. But this hasn’t always been the case.

They grew rapidly in 2016 and 2017, taking them over 50,000 customers by early 2018. Here’s how they did it:

  • Clear Target Personas: ActiveCampaign is very clear on who they’re targeting. They have fantastic landing pages for each vertical they’re going after.
  • An Effective Conversion Funnel: Not only do they have a free trial to get users in the door, but the next step in the funnel after a free trial is a $9/month subscription. There’s no big jump to hundreds per month, allowing users to move through the conversion funnel with little friction.
  • Software Review Pages: Their pages on software review sites like G2 and Capterra rank really well thanks to loads of positive reviews – a reflection of their great product.

Check out the full case study here.

#17. MeetEdgar: $144k MRR After 11 Months in Business

MeetEdgar Marketing Example

MeetEdgar offers automated social media marketing solutions to businesses of all shapes and sizes. After only 11 months in business, they grew to $144k MRR.

Here’s how they did it:

  • Low Commitment CTA’s: Their primary CTA’s early on were built around free trials and used low commitment copy like “Get Your Invitation” as opposed to those that required a little more work like “Start Your Free Trial.”
  • Consistent Content: It’s not the sexiest tactic, but they’ve focused on publishing consistently, resulting in solid organic traffic.
  • Leading with Story: Much of MeetEdgar’s sales content focuses on their story, making their company more personable and relatable to prospects.

Read the full case study here.

#18. Zapier: Zero to 600,000+ Users in Just Three Years

case study examples b2b

Zapier is a major player in the automation world, allowing marketers to easily integrate apps and software without being familiar with APIs.

Zapier grew to over 600,000 users within three years of its launch. Here’s how they did it:

  • Paid Beta: To get their first users, Zapier charged $100 for access to their first beta. They didn’t necessarily need the money but wanted their users to commit to using the product.
  • App-to-App Landing Pages: Their marketing team created landing pages for every integration Zapier offered, capturing a ton of search traffic and often converting.
  • Co-Marketing: Zapier took advantage of their 100+ integration partners to get help promoting their product through their partners’ marketing channels.

Read the full Zapier case study here.

#19. ConvertKit: A Long Road to $1.7m MRR

case study examples b2b

ConvertKit is a SaaS web application helping creators build audiences and market to them. Founder Nathan Barry had a slow start in building his product, but it took off in 2016.

ConvertKit now boasts $1.7 million in MRR. Here’s how they got there:

  • A Narrow Niche: In the early days, the software was trying to do too much. In 2015, they narrowed their niche and began focusing primarily on bloggers.
  • Partner Webinars: ConvertKit reached out to many of their partners pitching co-marketed webinars. Many took them up on it, expanding their audience big time.
  • Adding a Freemium Model: They added a freemium model to their plans, not only to upsell these users but also to earn referrals and exposure through them.

#20. Drift: A Multi Million Dollar Brand Built on Content Strategy

case study examples b2b

Drift revolutionized B2B marketing with the invention of a new category: conversational marketing. Their vision is to end forms for lead generation and replace them with conversations through chatbots.

Since their founding in 2016, they’ve been trusted by over 50,000 businesses to help them align sales and marketing through their product. This is largely in part due to their content marketing strategy. Here’s how they did it:

  • 6 Star Content: Many in the marketing world are familiar with “10x content,” but Drift’s marketing team went after 6 star content. They sought to create content significantly better than everyone else’s in the market.
  • Diverse Content Mix: Although most of their content is focused on top-of-funnel topics, they also have a healthy amount of case studies, product features, branded content, transcripted podcasts, and more.
  • Co-marketing: Drift regularly features other companies in their content, giving them a healthy boost of exposure and brand awareness thanks to the reach of their partner companies.

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#21. Bonjoro: How They Grew To Over 40,000 Users With Earned Media

case study examples b2b

Bonjoro is a platform dedicated to helping users improve customer engagement with personal videos.

Their focus on earned media helped them grow to over 40,000 users. Here’s how they did it:

  • Podcasts: Bonjoro pitched hundreds of podcast hosts on having members of Bonjoro’s team on, leading to being featured on over 100 podcasts.
  • PR Outreach: Bonjoro earned a ton of press through releases and pitching queries on Help a Reporter Out.
  • Webinars: Bonjoro’s CMO partnered with companies in similar niches and earned exposure through many co-marketed webinar events.

Read Bonjoro’s full case study here.

#22. Chris Von Wilpert - The Ski Slope Strategy for $100,000 Per Month

case study examples b2b

Chris Von Wilpert wanted to create a system of compounding traffic in order to scale a small startup. To achieve this, he used a tactic he coined himself called The Ski Slope Strategy.

This content marketing strategy helped him grow to over $100,000 in MRR fairly quickly. Here’s how he did it:

  • Build Topic Clusters: The first step to the ski slope strategy is to create topic clusters to capture new organic opportunities. Rather than one-off blog posts, he created clusters of related posts for each topic.
  • Marketing Promotion: Once he captured traffic with topic clusters, he ran promotions to convert his traffic and capture emails. These included giveaways, discount offers, courses, and tools.
  • Case Studies: Once he began driving traffic and capturing emails, he heavily pushed case studies in order to push leads over the edge and convert them to customers.

Read more about Chris Von Wilpert’s case study here.

Work with a B2B Marketing Agency

Hopefully these B2B marketing examples have inspired you to accelerate your own business’ growth!

But rest assured, most of these tactics and strategies are not quick fixes or easy hacks. They require time and effort.

And unless you’re a B2B digital marketing expert, it’s going to take you a while to get your growth marketing to work for you.

Want to partner with a company that’s been there, done that?

Apollo Digital is a full-service B2B digital marketing company. We’ve worked with over a dozen B2B companies spread through multiple industries, and we can help you too!

Touch base with us today for a free consultation call.

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B2B Case Study Examples: 17 Ideas to Share Your Customer Stories

case study examples b2b

When you think about the typical case study, I’m sure you think of a boring, blah PDF version that isn’t terribly inspired. While I don’t want to pick on the trusty PDF case study, the reality is that in 2022, there are countless ways to share your customer stories. In this blog post, we’re sharing 17 outstanding B2B case study examples, including video, graphics, personal stories, Q&As and so much more.

Below you’ll find a wide variety of options to help take your B2B case studies from boring to brilliant by using one (or more) of these examples.

One of the biggest challenges with case studies is the level of detail communicated and that can quickly overwhelm readers.

Oracle’s case study on Payscout is a great example of how to present information in a visual, bite-sized format. By creating a page that is broken up in sections and calls out the key points, readers get the main takeaways quickly.

Oracle Case Study

#2. LinkedIn

Let’s face it, case studies can be very tedious for people to read, so you need to find innovative ways to capture the reader’s attention in a matter of seconds.

LinkedIn’s case study featuring ADP uses a compelling feature box on the right-hand sidebar, allowing the reader to skim for the salient points and then decide if they want to read on for further details. Even if they don’t read anything else, they walk away with a clear understanding of how ADP was able to use LinkedIn to raise their profile and reach.

LinkedIn Case Study

#3. DocuSign

There’s nothing as powerful as a headline that depicts an urgent or time-sensitive situation. DocuSign’s case study  for customer On Second Thought shares an issue that most businesses can relate to — making it even more compelling.

DocuSign Case Study

Google being Google, it’s not a surprise that they showcase their case studies in a very efficient way. Google uses video case studies which are short and to the point, which is accompanied by a transcript for those who prefer to read the information.

Check out their case study on Sprint to see this format in action.

Google Case Study

#5. AccessAlly

AccessAlly is an excellent example of a tech company using personal stories to bring case studies to life.

The company’s case study on how Denise Duffield-Thomas used their tools to support her business shares both a compelling use case for their products, along with some valuable lessons for fellow business owners.

This personalized approach — along with convenient formatting like jump links that take readers to the part of the story that’s most interesting to them — helps engage readers and quickly create trust in the company.

AccessAlly Case Study

#6. Precision Marketing Group

Precision Marketing Group showcases their case studies as individual pages on their website. With each case study they make good use of color to accentuate important facts which helps potential customers decide if they are the right company for their needs.

Precision Marketing Case Study

They also have a strong call to action at the bottom that leads the reader to the next step in the inquiry process.

Precision Marketing CTA

#7. Deadline Funnel

Deadline Funnel provides its readers with multiple ways to consume their case studies: video, audio-only, and transcript. This strategy is a must for case studies as it helps to ensure that the content is provided in the format that’s most useful for your potential customer.

Plus, Deadline Funnel’s use of an interview format versus a more formal case study helps make the company approachable and highlights the relationship they have with their customers. As a customer, you can easily see why you’d say yes to participating in a case study that shares your company’s successes.

Deadline Funnel Case Study

#8. Help Scout

Help Scout helps bring case studies to life by using photos of their clients throughout the case study. In their case study with Paystack, they put a customer quote front and center so you instantly get a sneak peek into their results and want to read further.

Help Scout Case Study

Plus, we really like Help Scout’s use of the “favorite features” with a strong call to action at the end of the case study as this summarizes why you’d choose their solution and guides you to the next step towards working with Help Scout.

Help Scout Favorite Features

#9. SEMrush

SEMrush uses it to create a killer headline in their case study featuring travel company In a single sentence, they nail the client’s results and make you incredibly curious about how they were able to get that #1 result on Google.

SEMrush Case Study

SEMrush keeps things simple by sharing this case study on a page on their site and using minimal graphics, as the results speak for themselves.

SEMrush Results

#10. Leadpages

Leadpages’ case study on yoga instructor Jody uses a case study format that combines a personal story with more traditional case study details and a video. The end result is a case study that other professionals in Jody’s industry can identify with, as well as a valuable use case of Leadpages in action.

Plus, the case study uses engaging photos throughout the page and a casual Q&A format that make this content approachable and easy to consume.

LeadPages Case Study

#11. 2Checkout

Brevity can sometimes be a good thing as is the case with 2Checkout’s case studies. As you can see with their case study on Advisera , they keep it short and to the point.

2Checkout Case Study

They also give you the ability to download a PDF of the case study, making it easy for readers to save it for later or print and share with a colleague.

2Checkout Printable


Sometimes with a case study, there’s just too much information, and that can make it a major challenge to figure out how to present the pertinent details. CJ’s case study on lifestyle blogger Jo-Lynne Shane takes what could be relatively dry content and brings it to life. We like this format as they  don’t waste space with unnecessary words or graphics and you can easily get the big takeaways from Jo-Lynne’s story.

CJ Results at a Glance

They also share campaign results in a way that any potential customer can get excited about, helping to position their solution as the right choice.

CJ Case Study

In Slack’s case study with HelloFresh, they carefully illustrates how their solution fits seamlessly into the customer’s existing workflow as well as the benefits to the HelloFresh team.

Also, for Slack customers, integrations are key, so on the left sidebar, the specific integrations used by HelloFresh are highlighted. This case study is also worth a look as it’s incredibly to the point but includes the key challenges and results experienced at HelloFresh by using Slack.

Slack Case Study

#14. Upwork

When you have multiple audiences, it can be a challenge to present case studies as each audience has different needs. This is the exact challenge Upwork has as it serves both businesses and freelancers and they need to share stories for both audiences. You can here how they organized the stories by audience:

Upwork Watch Their Stories

Upwork exclusively uses video case studies which helps to communicate the information quickly while creating trust as you’re seeing first-hand how using the platform has helped businesses and freelancers.

Upwork Case Study

#15. Harvest

Time tracking and invoicing provider Harvest wins at case studies by including a company at-a-glance summary and strong subtitles to drive their point home. This approach — combined with the customer’s story and pull quotes — make it easy to read and see how Harvest can help your business. (Plus, team Scoop uses Harvest so we’re already big fans!)

Harvest Case Study

#16. Honeybook

While it’s not a case study per se, Honeybook uses a “member spotlight” to regularly highlight their customers. This interview-style story helps give you a look behind-the-scenes of the featured customer’s business while seeing how they use Honeybook.

This is a fresh and fun approach to case studies that entirely fits Honeybook’s target customer base of creatives, such as photographers and designers.

HoneyBrook Case Study


Many times, when it comes to technology, it can be a challenge to present case study details in a way that doesn’t put potential customers to sleep. In Qualsys’ case study on their work with Capital One , the company makes great use of graphics to convey the story in a way that’s suitable for their potential customers.

Qualys Graphics

Plus, this case study also features a section that shows why Capital One selected Qualsys which supports the decision-making process for potential customers.

Qualys Case Study

The bottom line is that your B2B case studies don’t have to be boring or blah because there are so many unique ways to share your customer stories. Use these B2B case study examples to get started, and if you need help getting started, you can click here to learn more about our case study services.

Image Credits: All screenshots taken by the author May 2019.

7 B2B and B2C Case Study Examples to Model Your Content After

case study examples

In the pantheon of content types, the case study takes a special place. While blog posts and white papers are often for consumer education purposes, the case study is one of the best ways to shine a spotlight on your brand, services, differentiators and successes for any potential client.

It’s one of the more direct content marketing assets, and ideal for leads who are further down the funnel. The case study is used to explain exactly how you helped solve a problem for a client or customer, and thus tell your story and demonstrate your value or return on investment.

But while writing a case study may seem like a breeze, a lot of strategy and effort goes into producing a great one – the type that can help convince potential customers to do business with you.

A general case study format: overview; challenge or opportunity; solution; and outcome.

For any readers interested in case study examples, the internet is filled with customer case studies and plenty of opinions on what the best case study format is — illustrating how to craft an effective asset. But we’re going to save you some time and present a few tips on writing and designing case studies, as well as 7 examples you can use as models for content marketing and beyond. 

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What Is a Marketing Case Study?

A marketing case study is a narrative of how your business met a need, solved a problem or helped in a project. They act almost like customer reviews in that the case study relays what the product or service is, how it was used and what the impact was through methods like qualitative research and interviews. Case studies are effective in both B2B and B2C marketing.

case study examples b2b

The ultimate takeaway for readers should be an understanding of your business and the benefits you can deliver – and there’s no better source of that material than real-world wins. To start on the case study writing process, begin by:

  • Scouting for customer successes to share.
  • Reaching out to previous or existing clients.
  • Arranging a case study interview.
  • Tailoring interview questions with credible sources.
  • Identifying your target audience.
  • Thinking about case study design concepts.
  • Considering pairing other deliverables with relevant facts
  • Devising a case study distribution strategy.

When you sit down to write a case study, it’s important to know the general format. While there’s no hard-and-fast case study template, a commonly used format is: overview, challenge/opportunity, solution, outcome:

  • Overview : Paint the overall picture and explain what the scenario is, who is involved, what the parameters of a project were; provide any other needed contextual details.
  • Challenge/opportunity : Outline the key business challenge, consumer problem or market opportunity.
  • Solution : Talk about the product or service you provided and how you deployed tools or strategy.
  • Outcome : Describe the positive impact of your product or service, whether it was an improved customer experience or client return on investment.

Best practices include quotes from customers, client contacts or internal staff wherever possible so the real-world use case resonates with the reader, including any new potential customer. 

The end result should be a polished asset that answers any remaining questions that potential customers might have. And to give you some insight as to what that looks like, here are 7 B2B and B2C case study examples.

1. Aware – The World’s Largest Employer Uses a Web-Based Platform for Biometric Identity Proofing

Aware is a leading global provider of software products and solutions for biometric identification and authentication — all of which may be difficult to understand in practical applications. But the company’s case study “The World’s Largest Employer Uses a Web-Based Platform for Biometric Identity Proofing” is a primary study analysis example of what to do right when writing case studies

Aware case study example

This case study follows the generally recommended template of overview-problem-solution-outcome, and conveys Aware’s story in clear terms that expertly explain the product and benefits. Of course, having the world’s largest employer (the U.S. Department of Defense) as a case study subject lends credibility to Aware, which can explain how it succeeded on one of the highest levels, thereby creating a persuasive asset to be implemented into any scale of a marketing campaign.

2. HubSpot – Studio Proper Cuts Sales Cycle in Half and Increases Revenue by 35%

Right off the bat, HubSpot lets readers know the main benefits with data. The title doesn’t mess around, basically pulling the conclusion all the way up. The case study itself follows closely along the overview-problem-solution-outcome format, creating a natural progression for the story and the reader to follow along with.

HubSpot case study example

One of the best elements of this example is the case study design. The overview is set in a shaded box that draws the attention of the reader; functionally, this helps ensure they have context for what’s about to follow. From there, screenshots help add a visual touch that reinforces the product use case, and emphasis is added on tangible takeaways like “ saving up to 50 hours each quarter on manual processes .”

Another cue to take from HubSpot is building up a library of case studies. Armed with dozens of customer stories , HubSpot can share sector-specific content that plays well with a target audience.

3. Walmart Labs – Seamless Returns Experience

For an example from the B2C marketing world, we turn to Walmart Labs, a division of the retail multinational that incubates innovation. It also has quite a few handy case studies for how Walmart is using technology to drive better customer experiences and operational efficiency.

Its “Seamless Returns Experience” case study is a succinct examination of the issue at hand and what Walmart is doing to find a solution.

Wal-Mart case study example

Something this case study does particularly well is highlight the most important takeaways. It makes for an easy read, but also a compelling case study. Readers come away with direct knowledge of what Walmart is doing to solve pain points in the returns process, and how successful its initiatives have been at making for a more streamlined experience for any prospective client.

4. Consero – How private equity-backed AppleCare leveraged Finance as a Service to accelerate growth

You’ve likely heard of Software-as-a-Service, but have you heard of Finance-as-a-Service? After reading this case study from Consero, you’ll get a clear picture of exactly how outsourced finance and accounting can help businesses grow or seize opportunity. The table of contents helps set the stage for the journey and what readers should expect.

Consero Global case study example

The art in Consero’s case study is the narrative it creates using quotes from a client contact. They help bring personality to the piece, as well as authority. The design of the case study makes ample use of pull quotes, which pump up the effect even further. Combined with the linear progression of overview-challenge-solution-outcome, the artful storytelling provides insights as well as evidence.

5. Coca-Cola – Thirsty for More: Coca-Cola’s Shared Value Approach with Communities Across Brazil

Sometimes the case study challenge doesn’t have to be financial or operational; it can also be an exploration of a company’s efforts to advocate sustainability, social responsibility and corporate governance.

That’s what Coca-Cola took the opportunity to do in producing this case study of the brand’s efforts to support and train workers in Brazil, as well as innovate solutions for underserved communities.

Coca-Cola case study example

While this B2C marketing example is a bit more long form, the depth and knowledge it provides are key for the reader, whose understanding of the material is helped along by graphical elements. The technical explanations don’t come at the sacrifice of personality, however, as the stories of Brazilian youth are documented with quotes and anecdotes to help humanize the piece, which is, after all, a case study in how Coca-Cola is pursuing social and economic growth for foreign communities.

6. Brafton – How Brafton transformed Custom Vault Corporation’s UX

Well hey, look who made the list. If you’re looking for a sample case study to model a first draft off, this example can help provide the roadmap you need to get started. All the elements of strong construction are here: straightforward structure that outlines the four core pillars (overview, challenge, solution, outcome), punchy quotes and sleek design.

Brafton case study example

Don’t be afraid to add emphasis to what plays well for you. You want readers to come away with an impression that your business is knowledgeable, has a track record of success and can deliver solutions that align with their personal pain points.

7. Slow Clap – “ Built In Slack” facilitating impact for Mask for Docs and Frontline Foods

Video content and multimedia elements set themselves apart in this case study from Slow Clap. 

A 2-minute, 30-second video – the ideal time length for the modern online reader – positioned at the top of the content is the perfect companion to the text. Prospects are beginning to engage with video content at seismic proportions .

What to Remember When Writing a Case Study

Each of these examples demonstrates the value of a case study as well as an asset’s value once it’s used. Once you get in a rhythm of case study research and further iteration, you’ll find yourself with a content marketing and sales collateral arsenal that’s highly effective at driving leads and potential customers further toward a purchase decision.

Use these tips on what makes great case studies to power your content ideation and production:

  • The exact structure doesn’t matter as long as the four cornerstones of overview, challenge, solution, outcome are addressed in some way.
  • Quotes are great if you can get them. When conducting a case study interview, ask questions that get to the heart of the problem and the impact the product or solution played.
  • Have a social media strategy for the rollout of the case study, as well as a follow-up plan for recirculation and repurposing. Ask participating partners to share the case study when it’s finished, too.
  • Use creative formatting so the case study design has clear takeaways and emphasizes key quotes.

Find out more by subscribing to our newsletter .

Editor’s Note: Updated August 2022.

Dominic Tortorice

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case study examples b2b

Dom, an English major and journalism enthusiast, was just happy to get a job out of college writing and editing professionally. That it turned out to be in the burgeoning content marketing industry with Brafton was all the better.

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Case studies in B2B marketing: why case studies are good to have

Case studies stand for authentic, genuine user examples – an important aspect in B2B. Read here what you need to keep in mind for a case study, which goals you can achieve and what successful examples look like.

What are case studies?

A case study uses concrete examples to show how an external company has solved a problem with the help of a product or a service from one’s own company. It does not focus on the products or services which contributed to solving the problem, but instead focuses on the customer . After all, other companies who read the case study should be able to identify with the example. In other words, a case study is a concrete user report from the viewpoint of a customer who has already successfully leveraged the product or service of a company.

Why a case studies make a difference in B2B

In principle, case studies can be used by nearly all companies whose products or services are successful and who cannot describe what they do in a single sentence. The effort invested in a case study is particularly worthwhile for companies whose offering requires a high level of explanation due to its complexity – and this is often the case in the B2B segment. Such tailored and practice-centric information reinforce a potential customer’s trust in the competence of a company and the way it works.  

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„ No other measure – except for in-person events – is so well suited for generating leads. “

All in all, 69 per cent of companies which leverage content marketing fall back on case studies, according to the B2B Content Marketing Report 2020 from the Content Marketing Institute. And no other measure – except for in-person events to which potential interested customers have been directly invited – is so well suited for generating leads ; in other words, closing a business deal.

The main reason: case studies stand for authenticity. The example customer is believed more than the conventional showcase of product benefits on the part of the company. The problems solved in the end may have certainly posed difficulties – which makes the case study even more credible, compared to if everything ran smoothly. Case studies as stories of success also have a high potential for going viral in the B2B scene, as they are often shared among colleagues or as press releases. Journalistically written case studies are also happily published by specialist media on top of this.

How to correctly structure a case study

Please consider the following points which aim to help you prepare and generate a case study:

  • Don’t go over the top with your case study. As noted in the Content Preferences Survey Report 2019 from Demand Gen, 68 per cent of the B2B decision-makers questioned spend 20 minutes at the most reading a case study, with half of the survey’s participants spending just a maximum of 10 minutes.
  • When generating a case study, consider in which the phase of the customer journey you want the customer to read it. In the awareness phase, case studies serve as orientation. They provide an insight into the technology and the latest trends in its application. In the decision-making and purchasing phases, case studies can be used to show which benefits were actually achieved by a solution.
  • Take a step back and let your customers speak. To achieve this, make an interview appointment with an employee who has intensively worked with your product or service. Since that which he sees as being important is something other potential customers may also find as being relevant to them. Save the product perspective for the conclusion, where a call to action leads to your solution.
  • When it comes to your case study, don’t include too many specialist details concerning the concrete application, as only a few experts may understand them. Instead, concentrate first and foremost on the strategic use of your offering which can convince the decision-maker.
  • Begin your case study with an overview containing the most important facts. Then, introduce the example customer and his problem, one which can ideally be transferred to many other companies. Afterwards, describe how your product or service precisely helped him from the customer’s point of view. And, finally, the customer should illustrate which concrete benefits his company gained by the collaboration.
  • The success at the end of the case study is ideally underscored with figures. What did the customer precisely gain by using your product or service? The percentage of the increased number of leads , sales or cost savings is a rounded-out closing to a case study. Above all, technically-affine target group s expect concrete results in the form of hard facts.  

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Case studies: three examples of success

1. novexx solutions.

The industrial systems provider NOVEXX Solutions generated a case study on the topic of “Identification of roll cages”. This case study highlighted how one of the Netherland’s largest retailers profited from an innovative labelling solution for identifying roll cages in distribution centres. The solution used by the customer up to that time was very time-consuming and required cleaning chemicals. Thanks to the new labelling, the labels could be easily removed from the roll cages without leaving any traces, which also resulted in a significantly longer lifespan of the roll cages without any repairs. With this case study, NOVEXX Solutions won the AIM Case Study Award 2017.

2. BlackBerry

The hardware and software provider BlackBerry has already published dozens of case studies, including one for the contractor Max Bögl . The case study, in cooperation with Pioneer Communications, shows how the company faced challenges with the BlackBerry solution in the areas of safety, data protection and productivity. A telephone interview served as the basis, with a contact person from the area “IT Collaboration – Mobile Device Management”. In addition to its placement on the BlackBerry website, the case study particularly appeared in specialist media for the construction industry. This publication contributed to achieving a high reach.

3. Lindner Hotels

Another approach was chosen by Lindner-Hotels AG with their case study on the topic of “Digital Recruiting ”. In this case study, new paths to searching for suitable talents was recorded based on the company personally, such as video applications, recruiting castings or a portal for career-changers. The goal: to highlight the hotel group as an attractive employer. Another means are statistics which emphasise a high employee satisfaction rate as well as low fluctuation and apprenticeship dropout rates.

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The complete guide to writing compelling B2B case studies

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  • Netta Kivilis

This post is part of our series  Marketing Now , about marketing activities that will always serve you well, regardless of market conditions and external factors. We believe that “right now” is always the time to invest in marketing initiatives that will serve you in the short and long term.

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Case studies are a valuable asset for a startup. They’re “social proof” that highlights your wins and the value you create for customers. If you’re talking to a large US retailer and you send them two case studies of other large US retailers, that’s a huge credibility boost right there.

Here’s our guide for creating an effective B2B case study, including our case study interview question list and case study template .

Case study creation process

  • Identify the right stakeholder: your champion or your buyer, someone intimately familiar with how your product is being used.
  • Set up an interview with her, and send her the interview questions in advance. Here’s our list of case study questions . Set up a 60-minute meeting – the interview will probably be shorter, but better be on the safe side (and allow some time for chitchat).
  • Record the interview (after asking for permission). Video is best.
  • Using the interview materials, create the case study draft, including a quote from your interviewee (whether lifted directly from the interview or one that you draft for them). Here’s our case study template .
  • If you’re not a writer or a native English speaker, have a professional writer edit your draft.
  • Send the customer the draft for editing, review, and approval.
  • Design the case study in various formats: 1-pager PDF people can download or share via email, a shortened web version (few paragraphs), and a 1-paragraph summary.
  • Publish! A new case study merits a marketing campaign – see our checklist for making the most of it.

Case Study examples

Here are a few examples of case studies we created or were involved with:

  • Dig Security + HiBob
  • Blue Seedling + Dig Security
  • Tamnoon + Zinnia
  • OpenLegacy + AIG

Case Study Frequently Asked Questions

When should I ask a customer for a case study? Timing really is everything with case studies. Too early and you have no results to share. Too late and your champion might have moved on, or the customer might be asking for more and no longer happy. Try to time it so that you just completed a project milestone, you have some quantifiable results to share, and the customer is super happy.

How should I ask for it? Make sure to mention those recent successes or milestones. Use Positive Framing and present what’s in it for the customer.

Who should write the case study? We believe you don’t have to be a professional writer or content marketer to write a case study. Even technical founders can take a stab . That said, make sure you run your case study draft by a pro writer or copyeditor before you send it for your customer to review, and before you publish the final version.

How long should a case study be? Aim for a 1-pager (about 500 words, single spaced). We also recommend creating a 3-4 paragraph version for the web, and a one-paragraph version for email / social media, and for documents that include a few case studies.

Consider incorporating images as well: a screenshot from your software, key graphs or other data visualization, photos of the factory or product if applicable.

How long does it take to complete a case study? Anything from a few weeks to a few months. Interviewing your champion and writing up the draft is usually quick: 1-2 weeks, depending how busy you both are. The rest of the time is customer revisions, and getting the case study approved for publishing… more on that in the next question.

What if I don’t get approval to publish? First off, don’t give up. We have threads of 50+ emails trying to finalize approvals for a case study. In the end, having an approved case study with a killer quote is worth it. That said, if you’re being told you won’t get an approval (maybe your champion left, or the company tightened its policy), don’t despair. We recommend fully anonymizing the case study for external publication. That way, the story and benefits will still be there. And during private sales conversations you can hint or mention the actual company in the case study. Yes, an anonymized case study isn’t nearly as powerful as a full one. But it’s better than nothing, not to mention all the hours you invested in creating it.

Should case studies be gated (behind a lead generation form)? A common question is whether case studies should only be accessible after a lead submits their contact information. Some say they should be gated, like any other content. Some say they shouldn’t, because they’re much more sales-y and bottom-of-the-funnel compared to top-of-the-funnel educational content. Our recommendation? Somewhere in the middle. Create a shortened version of the case study to post on the web, and let leads who are interested access the full case study by submitting their contact info. That way, you ensure that everyone is exposed to the “win” described in the case study, and those with a particularly strong interest self-qualify themselves by submitting their details.

How many case studies should I write?

There’s no such thing as “too many case studies.” Capture all the wins that you can. Every case study is an opportunity to appeal to similar leads. For example, a Japanese regional bank will appreciate a case study of another Japanese regional bank, much more than a case study of a European regional bank. Case studies are also pretty much evergreen, so they will serve you for years to come. It’s a worthwhile investment of time, and a negligible investment of direct $.

Resources in this post

  • Case study interview question list
  • Case study template

More “Marketing Now” posts

  • How to be boring: Our guide to high-performance, low-creativity marketing campaigns
  • Our guide to effective market research for B2B startups
  • Our guide to building your marketing database from 0 to 5000 leads

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Sharing Winning B2B Customer Stories: How to Showcase an Effective Case Study Case studies can be gamechangers for any B2B marketing strategy. Here's why you should use them and how to conduct a proper one.

By Megan Thudium • Jun 9, 2022

Opinions expressed by Entrepreneur contributors are their own.

While it's been established that B2B businesses often benefit from content marketing, one type of content leads the way to more credibility (and conversion): case studies . In general terms, a case study is a winning customer story that you can use to win more customers.

Since case studies demonstrate your expertise to your target audience and demonstrate expertise in a relatable and straightforward way, it's no surprise they perform so well. They supply your audience with relevant information on how your business has previously (and successfully) achieved results in the past, helping you attract more customers simultaneously.

From entrepreneurs to businesses with larger marketing departments, writing case studies can be a long process since the research needs to be on-point. However, with the right approach and skillset, any marketing savvy business professional can learn how to write a case study that inspires trust — and conversions.

Read on if you're looking to learn the following takeaways to help you share a compelling story on why more customers should do business with you:

  • Learn what precisely a B2B case study is and why you should put effort into writing them.
  • See relevant case study examples.
  • Understand best practices on how to structure your case study with a template.
  • Gain expertise on interviewing best practices to gather suitable source material.
  • Discover the questions you shouldn't forget to ask.

With these expert tips, you'll have a foolproof structure to prepare the successful foundation for your B2B case studies.

Related: 5 Strategies for Getting the Most Out of a Customer Testimonial

What is a B2B case study?

Simply put, it's a detailed description of how a business could solve a challenge for its customers. It involves the unique solutions your business can provide and how the customers benefit from them.

Ideally, they describe, compare, evaluate and understand different problems a customer can face and show, step by step, how your business solves that issue successfully.

The main difference between them and other types of content? Case studies use actual data and rely on real success stories that boost your business' trust levels.

That is not the only reason you should write them, though.

Related: 3 Tips For Effective B2B Marketing Outreach

3 reasons to write case studies

What B2B business wouldn't love to create content that increases lead generation and credibility? Luckily, case studies can do that and much more:

  • They show your (niche) expertise. Case studies target a specific problem and show how your business delivers solutions — all backed by data and, ideally, complete with testimonials.
  • They position your business as an authority. Because case studies are real stories, they demonstrate how your business delivered its promise. The more relevant the customers, the more authority they showcase.
  • They describe why and how your business delivers. Detailed and thorough, a B2B case study goes beyond a business claim: It tells how and why a problem can be solved by your business (and your business only).

Overall, the perfect case study answers the leads' questions, delivering social proof and providing a valuable connection between marketing and sales. On top of that, they're easy to repurpose and even easier to redistribute.

Recommended B2B case study template

A simple template is all you need to get your case studies started. From my experience, the following six-point structure works best:

  • A title that includes a main data point & brand. For example, "Increased traffic by 200% for a SaaS technology startup." This helps your customer understand what you can deliver and if it relates to them.
  • A quick overview of the case study. I do that by describing the product, target audiences, company and task that the case study is about.

Expert tip: You don't necessarily need to name the company (but make sure to ask for authorization if you do). You can simply describe it (e.g. "Increased traffic by 200% for a SaaS technology startup").

  • Challenge description. Overview of the task/problems faced. This is why your customer should come to you.
  • Process description. Overview of what was delivered. This is how you solved the problem.
  • Results overview. Isn't this what your target audience is dying to see? Showcase the data around your delivery — and don't forget to include a timeframe.

Expert tip: These descriptions can be concise or in-depth. Ideally, a case study should tell how your business solves problems but without spilling your industry's secrets: both a window to showcase know-how and sell. In a nutshell, it's a story of your success.

  • Testimonial. No case study is complete without a testimonial. Use a quote from a decision-maker — anonymous or not.

And the expert tip around gathering relevant data and relevant testimonials? A well-done interview.

Related: Boosting Your Content With Expert Interviews

How to interview successfully for a quality case study

To get the correct information, you have to ask the right questions — this is, after all, the foundation of your case study. Try to:

  • Use open-ended questions.
  • Get their view on the problem before your business arrived and what motivated them to select you .
  • Ask about the details of the process.
  • Request data and metrics to use as social proof.

The quality of your questions is critical for the quality of your content. Your customers are busy — be direct and don't waste their time.

Interviews should last from 30 to 60 minutes. It's also good to start the conversation with warm-up questions. Understand that many people will be uncomfortable being interviewed, and it's the interviewer's job to make that person feel comfortable and understand the purpose behind the interview. Once explained, the interview can proceed more naturally.

Related: Interviews Can be Done by Introverts Too

6 important questions to include in your B2B case study

  • What is your position at your company?
  • What services or products does your company provide?
  • Why did you approach our company?
  • What were the three needs that you wanted to solve?
  • Why did you choose our company over another?
  • What surprised you about the end results?

You can also find more interview questions online , but these are the fundamental ones.

A great case study inspires credibility and generates more leads. It's a gamechanger in any B2B content marketing strategy and bring together marketing and sales expertise, delivering great insights internally and externally.

Ready to give them a try?

Entrepreneur Leadership Network® Contributor

Senior Consultant, B2B Thought-Leadership & Content Marketing

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Content Estate

  • 9 B2B Case Study Examples Worthy of Your Swipe File

b2b case study examples featured image

Writing a B2B case study becomes easier when you can get inspiration from your swipe file. 

A swipe file is a collection of creative resources—like case studies—that you like.

Marketers and copywriters who have a list of amazing case studies in their swipe file can quickly ignite their creative spark.

Here are 9 examples of B2B case studies to add to your swipe file.

B2B case study example: Dock

Why This Case Study Rocks

  • A vague headline: How Nectar’s Director of Sales Increased Win Rates with Dock
  • A specific headline: How Nectar’s Director of Sales Increased Win Rates by 31% with Dock
  • Including a brief video clip helps Dock go beyond telling a story. It shows who succeeded with their product and this makes the case study even more believable. Use a tool like Riverside to record your case study interview and Descript to edit the recording.
  • The case study doesn’t tell many wins. It focuses on one outcome — win rate.

2. Clearscope

B2B case study example: Clearscope

  • The headline is specific and pokes a pain point for marketers. Every marketer out there wants to increase their organic traffic and convert users.
  • Placing Pipedrive’s core challenge above the fold helps the reader to know what to expect.
  • Clearscope used lots of whitespace and quotes to make the case study scannable, compelling, and conversational.
  • The social proof towards the end of the case study instills trust — Join the thousands of businesses that use Clearscope to optimize their content and improve their search rankings.

What Clearscope Could Improve

  • How Pipedrive Doubled Their Website Traffic in Under 1 Year

B2B case study example: Groove

  • The headline calls out a popular competitor, making it a must-read for anyone evaluating products like Groove vs Zendesk. “Here’s what happened next” also builds anticipation that readers will learn something vital from the case study. 
  • The case study focuses on one outcome — Groove’s intuitiveness compared to its competitors.
  • The case study is scannable as it uses lots of whitespace.

B2B case study example: Gong

  • The headline highlights the impact of Gong for Proposify — cutting sales cycle length by 50%. This measurable outcome shows the value of using Gong.
  • 25% decrease in time spent forecasting
  • 7% increase in close rates
  • The case study is scannable. Using a customer quote and an excellent visual breaks walls of text.

What Gong Could Improve

  • The case study doesn’t state the number of days cut down from the sales cycle length. 

5. Chili Piper

B2B case study example: Chili Piper

  • HubSpot is a popular software. So a headline that pitches Chili Piper against HubSpot will resonate with any salesperson.
  • Including a client video provides context about the benefit of Chili Piper. But the best part of the video is the front-loading of a powerful quote from the customer — “Every missed opportunity costs Refine Labs half a million dollars!”
  • The case study positions Chili Piper as a better HubSpot meeting alternative without bashing the competitor — HubSpot.

6. Intercom

B2B case study example: Intercom

  • Great headline. Saving $500k in under 7 months is a huge win.
  • 33.6% conversations automatically resolved by Resolution Bot
  • $500k saved thanks to bots and automation
  • 68% of customers who interact with Custom Bots don’t need human support
  • Using lots of customer quotes spices up the story, adds credibility and a personal touch, and makes the case study scannable.

B2B case study example: Nextiva

  • The headline is catchy and shows a quantifiable result — 200% revenue growth
  • Incorporating a video offers insights into what Steam Logistics thinks about Nextiva.
  • Rich customer quotes, custom images, and use of whitespace make the case study engaging and scannable.
  • It shines the light on core features that make Nextiva the platform of choice for Steam Logistics.

What Nextiva Could Improve

  • The case study shows Steam Logistics tripled its revenue. “In terms of company revenue, we tripled the business last year, growing right around 200%.” Based on this quote, a better headline is, “How Steam Logistics Tripled Revenue Growth by 200%.” ‘Tripled’ is a better power word than ‘achieved.’
  • The video should be above the fold instead of deep down in the case study.

8. Brandfolder

B2B case study example: Brandfolder

  • The headline shows a measurable result — Zoom saves 4,000 hours!
  • Customer quotes, images, and product screenshots make the case study engaging and scannable.
  • The results section outlines Zoom’s wins with Brandfolder.

What Brandfolder Could Improve

  • Use filters in its case study page to make it easier to find relatable customer stories. These filters could include Brandfolder’s ‘solutions by industry,’ ‘solutions by role,’ and ‘product.’

B2B case study example: Lusha

  • Sourcing leads is hard. Closing deals is harder. So a headline that shows a 25% increase in closed deals will be interesting to founders and sales leaders.
  • Highlights impressive results and outcomes immediately (50% of more prospects reached and 25% of more closed deals).
  • The formatting is great, making the case study easy to read
  • Including customer quotes in the piece gives the case study a personal touch

What Lusha Could Improve

  • Use filters in its case study page to make it easier to find stories that align with Lusha’s capabilities and use cases.

What These B2B Case Study Examples Have In Common

These examples prove there are multiple ways of writing a B2B case study. 

While some case studies follow the traditional challenge, solution, and results, others tell a story. That said, here are the commonalities among these case studies:

1. Use Specific Headlines to Grab Attention

Phrases like ‘increased win rates,’ ‘increased website traffic’ and ‘closed more deals’ are fantastic. 

But what’s better is your ability to get specific with actual numbers. When you’re specific, you easily attract attention. 

Gaining attention is gold with case studies because they are the ultimate assets for converting prospects into customers.

When you’re in doubt, use a tool like the CoSchedule Headline Analyzer (CHA) to get a headline score. 

Note: Use the CoSchedule Headline Analyzer to generate insights about your headline performance. Ultimately, trust your guts when choosing headlines.

2. Incorporate Visuals to Tell a Cohesive Story

Humans are visual beings. We’re attracted to eye-catching videos and images. 

These visuals are helpful for digesting a case study, breaking any wall of text, and making case studies engaging.

Visual content statistics by Venngage also show graphics and videos help prospects to convert. 

This doesn’t mean written case studies alone aren’t effective; visuals simply give your case studies a better chance of generating results.

3. Focuses on a Single Outcome

People use products for different reasons. 

While a CRM may have suites for marketing, sales, and customer service, a marketer may only be interested in the marketing suite. 

That’s why you need to focus on a single outcome. Trying to show multiple wins is a recipe for a case study that’s all over the place. 

Focusing on one outcome lets you target a particular prospect, narrow the case study scope, and show a concise picture of how the prospect can achieve a particular result with your product

4. Piggyback on Popular Companies

Companies like HubSpot and Zendesk are billion-dollar brands. This makes them immensely popular. 

If your brand is a David among Goliath competitors, it makes sense to use case study headlines that show “Your brand vs theirs.”

These headlines are sure to catch attention and make prospects click to read your case study.

5. Include Customer Quotes to Increase Trust in Their Story

Writing a case study in your own words is like being a judge in your case. That’d be biased. 

So allow insights from your customers to make up most of the case study.

Doing so will build trust and make the case study believable for the reader.

Need a writer who can strategize and create case studies that win customers?

I can help you write an A+ case study that delivers on your goals. Get in touch .

Precious Oboidhe, Owner.

Precious Oboidhe is a B2B SaaS content strategist and writer for hire. If you need help with strategizing and creating assets for the different stages of your content marketing funnel, get in touch .


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10 best b2b case study examples for your sales and marketing team .

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Case studies build a perfect, not to say persuasive narrative that features real-world experiences of a product or any marketing or sales endeavour by a company. Apart from demonstrating the value of the product, some case studies help you draw some marketing and sales lessons from real-time experiences.  

Table of Contents

What is the real purpose of case studies?  

  • For one, it makes your product stand out amid the competition.  
  • You can look at other case studies and try to emulate their marketing or sales technique.

That’s why we put together various B2B Case Study Examples For Your Sales And Marketing Team. Have a close look and see different styles of marketing and get inspired.  

Top 10 Case Study Examples For Your Sales And Marketing Team

1. salesforce – content marketing  .

CRM (Customer Relationship Management) is the noisiest channel on the web, probably in a good way. However, one cannot refute that the competition is rampant. Now, amid this competition, Sales Force has emerged as one of the world’s largest vendor of CRM applications.  

Saleforce case study

That said, even the Salesforce had some issues maintaining steady traffic and customer base to their channel. Salesforce decided to change their content marketing strategy to achieve business growth in search and paid traffic in the UK.

Thus, they deployed their content marketing campaign to entertain and engage their target audience in the UK to achieve growth in the region.  

How did Sales Force go about making their content marketing strategy a success? They leveraged and thrived using these methods and strategies:

  • Video on sales and marketing which was highly entertaining and fun.
  • World’s first stop-motion slide share.
  • A presentation to showcase a customer success story.

As a result of this campaign, their website witnessed a dramatic rise in their audience base from the UK region. They enjoyed 80% increase in web traffic, over 10000 downloads of their customized ebook, approximately 6500 email-newsletter signups and a staggering 2500% rise in traffic from social media sites.

2. HubSpot – leveraging inclusivity  

HubSpot is now a pillar in their domain, which is actually every organisation’s dream. To not just become a part of the horde, but someone who is seen as a benchmark for everything in the industry. And that is HubSpot for you.  

One way to achieve this goal is by leveraging the power of inclusivity. That is, by playing a host.  

This is how HubSpot – an Inbound marketing and sales software provider – made its name in the industry. They lent their name as a partner to various organisation and digital marketing and e-commerce related events.

From a social media camp in British Columbia and a UX conference in Cape Town to partner events in Leeds, Milan and Tel Aviv, HubSpot left no stone unturned by being featured and partnering in various events globally. However, it is a given that to make their brand a focal point they had to shell out a huge chunk of the budget.  

hubspot-event case study

That said, even if you lack a huge budget, you can still partner or play host to events that do not require heavy budget and start by inviting people in our region.  

Inclusivity paid off

Some of the events offered by HubSpot and its partners carry a ticket price – but most of these are priced very reasonably, and others are free.

By making their events affordable and free to everyone in their business community, they established themselves as a focal point in the industry.  

3. Google AdWords – high-value giveaway

If you are a salesperson or a marketer, you have probably come across this high-value, but low-cost give-away by Google. This is an ad offering you £75 free ad credit when you sign up to Google AdWords. However, if have not been offered this giveaway then chances are that you probably had AdWords already.

Google-voucher marketing

The fact that this £75 ad credit voucher campaign has been around for years is not a hidden fact. And they keep attracting customers and sign-ups owing to this campaign, even to this day.  

Why is this campaign such a massive hit?  

  • Generosity – £75 free credit! Doesn’t that sound generous? And you only have to pay £ 25 to avail this package. This makes it, 300% extra value when compared to just spending £ 25. Of course, Google can afford to be this generous. Plus, they eventually incur more than they are giving away. Customers who sign-up for this program, end up purchasing services like pay-per-click accounts.  

4. Social Chain – engaging social media followers  

Social Chain is a meme factory that has carved its niche and risen to become one of the biggest B2B brands in social marketing within a few years of starting out. They offered their clients the opportunity to appear on immensely popular channels like Love Food (Instagram, 6.8m followers), BeFitMotivation (Twitter, 1.78m followers) and Hogwarts Logic (561,000k followers).

Apart from this, this plot of digital marketing strategy turned Social Chain’s founder, Steve Bartlett, into a prominent influencer. However, becoming a social influencer, in turn, worked out in favour of his brand.  

social chain case study

How did their brand acquire so many followers?  

  • Becoming an influencer – People genuinely look up to influencers, sometimes even more than the A-list celebrities. For one, they are more relatable and secondly, they are easily approachable.
  • Regularly engaging your audience – Consistency is the key! Steve Bartlett’s vlogs go out every evening at 8 o’clock sharp, providing a regular fixture for his audience. This way, his audience knows beforehand when the next vlog is going to come up, thus they wait for it turning this consumption into a habit. This, in turn, also gave rise to loyalty in their audience.
  • Humour & Wit paid off – You cannot bind your audience with straight-laced and bland content. That’s a fact. Thus, the best way to go about it is by taking a more multifaceted approach. That’s what Steve Bartlett of Social Chain did. He combined honest advice with lighter and more colourful moments. This gave a much-needed character to his content, hence the success and legions of followers.  

5. AeroLeads – when a soft-launch made them acquire IBM as a paying customer  

By the time AeroLeads got IBM as their paying customer , they already had a couple of other Fortune 500 companies as their signups. Before going all the way, Aeroleads sought feedback and validation by launching a beta version. This resulted in proving their mettle in the market and they got umpteen reviews, some suggesting changes and some reviews served as validation.

First of all, for AeroLeads it was an Inbound Inquiry. Though they indulged in email marketing, they still avoided sending emails to bigger companies because of their complex hierarchy. It is decidedly a bit difficult to reach the right person not to mention, they already have a set of tools and process in use.  

It was the salespeople of IBM who found AeroLeads through Google while searching for prospecting software and lead generation software as they rank for such keywords.

How did AeroLeads get IBM, Their First Fortune 500 Client?

IBM- case study

The key is not to go out and mail big companies. Instead, focus on startups and build your company strength by strength by seeking validation. That’s how AeroLeads acquired IBM without even pitching their product.  

6. Scripted – consistent blogging & producing podcasts  

Scripted operates a marketplace of writers, who could help businesses with content creation. They are basically a virtual platform to connect writers who have the skills to write in different niches to the businesses who require freelance writers. Scripted wanted to offer differentiated services. They contended that scripted was not just a marketplace but offered the best subject-specific writers.

Using their content marketing strategy, which entailed consistent blogging and churning out informative and helpful podcasts, they witnesses that 46% of their visitors went to the next stage of their signup process. Plus, their bounce rate was 3 times lower than other sources.

scripted case study

What methods did they use and how they executed their campaign to enjoy such a massive success?

  • In the initial stage, Scripted created engaging and informative blogs that generated massive traffic to their website. Plus, they created podcasts to explain the common problems faced by those looking for content writers. They gave strong emphasis to customer feedback and actually improved and fine-tuned their content in accordance with the feedback.
  • Now, in the middle stage, they asked their visitors to sign-up for their email newsletters, white-papers and asked them to participate in webinars. The idea was to guide users on the specific solution they needed and how they could go about it.
  • Now, in their final stage, Scripted leveraged vase studies to show their customers different content requirement and how they boost the sales and visibility of a business. Apart from case studies, customers were also familiarized with offers by Scripted and how each of its services fulfilled specific needs.

7. JMF International Trade Group – LinkedIn Marketing  

JMF International Trade Group is a business consultancy and contract manufacturer run by James Filbird. What they did was something that seems so ordinary, but most of us don’t do it. The company used LinkedIn, the most populated professional social media platform on the Internet today, to generate revenue. And today, the founder claims that the credit of building a company that accounts for $5,000,000 in revenue largely goes to LinkedIn.

What did the JMF International Trade Group to generate massive revenue?  

  • For starters, the company always kept its profile up-to-date without ever slacking.  
  • Then, they joined 50 LinkedIn groups in their niche and consistently engaged with the audience.  
  • Filtered group digests and constantly connected with the relevant and targeted audience in their group.  
  • From there, they moved the conversation offline, mostly through Skype  
  • Constantly re-evaluated their groups and contacts.  

8. AXWAY – Leveraged LinkedIn Ads  

AXWAY case study

AXWAY is a software service that manages, runs, secures, and monitors all your business interactions – emails, files, messages, services, events, and processes.

At first, AXWAY leveraged Google Adwords which was working fairly well for them. However, according to the company, they saw better potential in LinkedIn Ads. First and foremost, the competition with Google Ads is fierce, not to say the cost was also not incurring appropriate results, at least, not as much as it should have.  

Thus AXWAY used LinkedIn Ads to specifically target job titles, their niche industries and productive leads in their domain. They tested over 30 ads with custom landing pages. As a result, their LinkedIn ad campaigns generated more than 25% conversion rate with the lowest cost per conversion ever achieved.

9. DELL – Using Social Media Outreach  

DELL directly went where their customers are, that is on social media channels. Rather than expecting their customers to come to them, DELL offered technical support directly through their social media pages by responding to customer concerns and building business digitally.  

They launched a social media campaign going by the name @DellCares, a program that used social media platforms and online communities to address their customer concerns & questions. They also replied directly to customers through tweets and other response methods.  

According to Amy Marquez Bivin, Social Media Outreach Manager, “ 98 per cent of customer issues responded to through @DellCares are resolved without customers needing to work with an agent and 85 per cent of social-media-assisted customers with negative initial opinions of Dell reported a positive opinion following the support experience.”

This program articulated that the company cares about their customers, hence as a result, the program is also generating an average of $265,000 in additional weekly revenue.

10. Lloyd’s Register – articulated dangerous implications using virtual reality

Lloyd’s Register Group Limited is a technical and business services organisation and a maritime classification society, wholly owned by the Lloyd’s Register Foundation, a UK charity dedicated to research and education in science and engineering.  

The company witnesses huge revenue deterioration when the gas prices started to fell, which resulted in many of their clients beginning to withdraw their decreasing budgets from the company’s training services. Now, it was up to the marketing team at Lloyd Register to present their company in a more valuable light and demonstrating why it was crucial that clients dedicate some part of their budget to Lloyd Register’s training.

Lloyd Register case study

So, how did the company succeed in convincing people to avail Lloyd Register’s training?  

They simply tried to present the Health and safety sector, otherwise considered to be boring, into an interesting light by introducing and integrating it with virtual reality (VR). They demonstrated the real-life accidents using real-life examples using the exceptional experience of virtual reality (VR). It was actually a very different approach than the usual blog posts and videos.  

The VR simulator aimed to inform rather than scare prospects into business, and mindful of the project’s sensitivity, the marketing team used crash test dummies in place of victims.

According to Luis De La Fuente, head of training, Lloyd’s Register Houston, “ Due to the downturn in the oil and gas sector, we’d been looking at ways in which we could drive interest in our training portfolio in a rapid and effective way. What we’ve done with the LR training simulator is illustrate to the industry that we’re using the latest technology to help keep safety training engagement at a level we just haven’t seen before.”

What were the benefits of this new approach of conflating Lloyd Register’s training program with Virtual Reality?  

It seems that the majority of their prospects were impressed by this new approach. So much so, that it created a 23% increase in bookings, which kick-started a number of one-day workshops, won three key accounts, and garnered considerable press attention.

Summing it all up  

So, this was it! One thing that all these case studies have in common is – engagement and connecting with your audience. There’s another similarity between all these case studies – that is, you have to adopt the practices that are best suited for your audience, thus, whatever you start or produce, do it with your targeted audience in mind.  

Whether it is launching an ad campaign or carrying our content marketing or launching a free beta product, the social point in all this is your audience.  

Furthermore, these case studies not only tell you success stories but also provide for great user experience. You can also write down your case studies to attract customers as well as to inspire your rivals and contemporaries.  

Did you find one relevant to your business? Which one of them are you most likely to emulate for your own B2B campaign?  

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About Deepti Jain

Deepti is a senior content writer with AeroLeads. She spends a lot of time brainstorming ideas and writing marketing and sales content. She also has a knack for writing and reading about politics and prevalent social issues and regularly pens letters to the Editor of The Hindu newspaper. When she is not working, you’ll find her socializing with friends or binge-watching Netflix. (And devouring sushi).

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