case study examples b2b

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

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 Inbound.org, 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

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

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 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

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

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

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

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

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

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

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

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 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

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

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

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

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

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

October 24, 2023

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.

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.

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.

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

What follows are several benefits that Plaid offered to Betterment.

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.

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.

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.

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

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 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 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.

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.

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.

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 nails it with its case study deck for rankings.io.

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.

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.

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

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.

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.

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

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.

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 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.

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.

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.

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

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10 Winning B2B Marketing Case Studies (Plus Key Takeaways)

by Katy French

B2B marketing is tough. Industries are volatile, there are more decision-makers than ever, and it can feel nearly impossible to stand out in the crowd. Over the last decade , we’ve guided our clients through these pitfalls (and more), and we know what it takes to create great campaigns, produce stellar content, and build winning brands. We also love any chance to showcase our work—and share the insights we’ve learned to help others in the B2B marketing space. So let’s take a look at 10 successful B2B marketing case studies to analyze how we solved each client’s unique challenge, why it worked, and how you can apply the same ideas to your own strategy.

10 Successful B2B Marketing Case Studies

From large campaigns and SEO strategies to experimental formats and standalone pieces of content, each of these projects allowed us to flex our skills and create the best results for our clients.

1) Blend Increases Site Traffic 183%

The Challenge: Blend , a FinTech company in the mortgage and consumer banking space, needed to scale content and position the brand as an industry expert. Having never focused on SEO, the team approached us to build their SEO strategy from scratch.

What We Did : To build a robust and high-ranking content ecosystem, we constructed a keyword cluster framework targeting Blend’s core audience and adopted a two-pronged approach to tackle those keywords.

First, we optimized Blend’s core site pages to drive traffic.
Then, we created fresh content to expand Blend’s reach.

Collaborating closely with the Blend team, we established an efficient workflow and regular publishing schedule, enabling us to scale content production and consistently support our SEO objectives.

After numerous iterations and over 100 blog articles, Blend achieved significant improvements, including:

183% increase in site traffic
Over 50 unbranded keywords ranking on Page 1
Site visibility increase from 1.82% to 13.89%

The Takeaway: SEO requires constant adaptation, so it’s important to create a flexible strategy that can evolve as you grow. See our guide to choose the right keywords for your brand, and learn about the latest SEO practices to compete against AI . Although it’s tough to start from scratch, if you target the right keywords with a steady stream of valuable content, you’ll see your rankings improve over time.

2) Lucidworks’ Interactive Educates Executives

The Challenge: Lucidworks helps companies build AI-powered search and data discovery solutions for employees and customers . To position the brand as a thought leader and provide much-needed education about data, Lucidworks wanted to create a fresh piece of content around the provocative subject of dark data.

What We Did: Dark data can be a dry and tedious topic. To make it more engaging and captivating, we proposed an interactive microsite that would immerse users in the story—through the metaphor of an iceberg. Using copy, imagery, animation, and interactivity, we guided users into the dark abyss below the surface to reveal the value of dark data. This creative treatment brought the story to life in an unexpected way, becoming the perfect hero piece to showcase Lucidworks’ expertise.

The Takeaway: Visual storytelling can be a powerful tool, and interactive content is especially enticing. If you’re not sure what types of stories you might tell in this format, follow these tips to brainstorm great interactive ideas.

3) Unbabel Creates a NSFW B2B Campaign

The Challenge: Unbabel is a Language Operations platform that facilitates customer interactions in any language. To grab attention and educate small businesses about the significance of Language Operations, the Unbabel team asked us to craft a bold and edgy campaign.

What We Did: We knew we needed to do something unusual and provocative in the B2B space, so we devised a daring campaign centered around the provocative acronym STFU. Traditionally meaning “Shut the F*** Up,” we reimagined STFU to stand for “Start Translating Fearlessly with Unbabel.” This bold phrase allowed us to convey Unbabel’s key benefits across a variety of formats, including a hero video, e-book, blog articles, social media content, and an interactive game. Not only did this campaign turn heads but Unbabel’s CMO called it one of the most visually compelling campaigns they’ve done to date. Best of all, the fresh messaging strategy positioned Unbabel as a true leader in the space.

The Takeaway: One of the biggest myths in B2B marketing is that it has to be boring. Just like B2C, unique and provocative campaigns can be just as successful. If you’re looking to push the envelope in your marketing, follow these tips to brainstorm edgy and exciting ideas .

4) SAP Creates an Award-Winning Podcast

The Challenge: SAP is a global enterprise software company that wanted to raise awareness about its cutting-edge SAP Leonardo technologies, which include machine learning, big data, and blockchain tech. In a push to move beyond traditional B2B content, they aimed to engage a wider audience through innovative and creative storytelling that could captivate and inform people in an unconventional way.

What We Did: Instead of the usual types of B2B content (e.g., ebooks or infographics), we developed Searching for Salai , a fictional 9-part science-fiction podcast. This series reimagined the cultural narrative around new technologies while weaving in elements of time travel, history, and mystery. By combining entertainment with education in an audio format, we engaged SAP’s audience in a unique way, successfully reframing the perception of advanced technologies.

The podcast was a big risk; fortunately, it paid off. Searching for Salai garnered two prestigious awards: Best Podcast/Audio Series and Content Marketing Project of the Year at the Content Marketing Institute’s 2019 Content Marketing Awards.

The Takeaway: It’s easy to get used to producing the same type of content, whether it’s blog articles or videos, but experimenting with a different format can give you surprising results. If you’re not sure what that might look like, here are five fresh creative formats to try .

5) Dialpad Gets the LOLs with a Comedic Video Campaign

The Challenge: Dialpad , a communication software solution provider, needed to effectively launch and promote their new VoiceAI product. This required a robust brand strategy, content strategy, and supporting content to increase awareness and clearly communicate the benefits of their innovative features. They asked us to come up with a creative approach to differentiate the brand and engage their audience in a memorable way.

What We Did: We began by refreshing Dialpad’s brand strategy to clearly define their brand heart (including purpose, vision, mission, and values) and target personas . With this strong foundation, we crafted key messaging centered around the tagline “Make Smarter Calls” to ensure consistency across all touchpoints. To lead Dialpad’s content campaigns, we produced two humorous videos spoofing common challenges in phone calls and showcasing VoiceAI’s unique benefits, such as note-taking during meetings and automating voice communications.

We’re happy to say the videos garnered 300,000+ views and were named Webby Awards honorees in the “Branded Entertainment Scripted” category.

The Takeaway: Creative storytelling only works if you deeply understand your core brand story . If you haven’t already done it, build out your brand messaging framework to identify your tagline, value prop, and key brand story pillars, which will help you create on-brand content t hat is consistent and cohesive—no matter the format.

6) ELM Learning Makes a Splash in a Crowded Industry

The Challenge: ELM Learning , an eLearning agency known for its innovative approach combining neuroscience with human emotion, was struggling to stand out in the corporate learning industry. They needed to increase brand awareness, clarify their offerings, and attract higher-quality leads, so we embarked on a strategic branding engagement to highlight ELM’s unique value proposition and creative strengths.

What We Did: We began by conducting extensive competitive research and stakeholder interviews to understand the market landscape and ELM’s unique strengths. This led us to re-engineer the ELM brand around a “people-first” positioning, emphasizing their trademarked NeuroLearning methodology and the positive experiences clients had working with their team.

We then developed a fresh visual identity , revamped the ELM Learning website, and created new brand messaging and a content strategy that effectively communicated the new brand story to the market. As a result of their rebrand, ELM’s opportunity rate increased 60% in the first 30 days of site/brand launch, attracting multiple high-profile enterprise accounts.

The Takeaway: A successful rebrand is not about a new logo and fresh color palette. It requires serious research and strategic decisions to better communicate a brand’s story. If you’re considering a rebrand, here are 7 things to know before you start.

7) Instacart Finds Fresh B2B Revenue with a New Content Strategy

The Challenge: Instacart needed to scale the B2B side of their business by showcasing how their online and in-store technology supports ambitious retailers. To build awareness and expand reach, they asked us to build and deploy a cohesive content strategy.

What We Did: To increase both awareness and conversions, we bolstered several key parts of Instacart’s strategy.

To establish a stronger, more B2B-centered presence online, we crafted a robust content and SEO strategy around crucial keywords. This blog content resulted in an average ranking increase of 29 spots.

To further engage their audience as they moved down the funnel, we also designed the Instacart Ads Academy, an interactive learning platform where partners could get certified in ad basics. This helped increase familiarity with Instacart’s offerings and provided valuable education.

Additionally, after analyzing existing sales materials, we reimagined how the sales team could use data to highlight insights more effectively. With this improvement, their 5-point scale sales efficacy rating jumped from a 3.8 to a 4.2.

The Takeaway: A well-rounded content and SEO strategy is the key to B2B revenue growth. Follow our tips to master SEO , brainstorm high-value ideas for your audience , and bridge sales and marketing to create a stronger buyer journey.

8) Bloomreach’s Paid Media Strategy Surpasses Goals by 30%

The Challenge: Bloomreach , a platform that personalizes the e-commerce experience, sought to build brand equity and increase awareness with new audiences through their first-ever brand campaign. They approached us to develop a comprehensive multi-channel paid media strategy that would effectively maximize their spending across various platforms.

What We Did: To help them hit their goals, we focused on hyper-segmentation and real-time testing. Utilizing geofencing, historical data, and targeted job titles, we segmented the exact audiences Bloomreach wanted to reach, then partnered with specialized vendors to deploy the campaign across multiple channels (digital platforms, connected TV, programmatic channels, and podcasts).

Through a test-and-learn approach , we continuously improved the campaign’s effectiveness in real time, ensuring optimal results. As a result, we surpassed Bloomreach’s goals:

Moved 10% of their target account list from ‘unaware’ to ‘aware’
Garnered 13 million impressions
Maintained a $10 average CPM
Secured 429,000 completed audio listens at an average cost of $0.03

The Takeaway: Adopting an agile test-and-learn strategy is a savvy way to optimize spend and improve marketing results across the board. If you’re not familiar with this approach, see our ultimate guide to agile marketing to implement it in your marketing operation.

9) Directive Turns Dull Data into Engaging Storytelling

The Challenge: Directive , a customer generation agency for tech brands, wanted to position the brand as a thought leader in the SaaS space by transforming proprietary data into a comprehensive report about the most effective paid media platforms. They approached us to create a compelling piece of lead-generating content, leveraging our expertise in data storytelling to make the data both accessible and engaging.

What We Did: Initially, Directive envisioned a static PDF report about which platforms bring the highest ROI. However, after assessing their content and goals, we proposed transforming their data insights into a sleek, streamlined interactive experience (along with a downloadable PDF appendix). By blending data storytelling with eye-catching design, we transformed a large volume of data into a compelling narrative, making it easy and enjoyable for their audience to navigate. Best of all, this approach enabled Directive to track traffic, downloads, and other valuable metrics, helping them understand which content was most impactful for their audience.

The Takeaway: Data storytelling is always gold for marketing, especially if it’s based on proprietary data. To uncover your own stories, look at your internal data , and find out how to translate those insights into interesting content .

10) Hummingbird Educates with a Fresh Explainer Video

The Challenge: Hummingbird , a financial compliance platform, struggled to convey their innovative technology to an audience that predominantly relies on manual processes. To educate viewers and generate excitement about the platform’s revolutionary impact on financial compliance, we created a sleek and compelling explainer video.

What We Did: Our approach to solving Hummingbird’s communication challenge was two-fold.

First, we aimed to build suspense and craft an engaging narrative about how Hummingbird’s technology combats financial crime.
Second, we needed to differentiate Hummingbird from its competition and position it as a unique, forward-thinking company.

To do this, we developed a human-centric story that highlighted the tech-led solution. Then, to infuse the explainer with dynamic energy, we used a mixed-media mosaic approach that combined illustration, photography, and animation (inspired by Hummingbird’s existing brand). The resulting video is now a key piece of sales enablement , allowing the team to communicate the product’s benefits quickly and effectively.

The Takeaway: A good explainer doesn’t just state facts; it uses emotional hooks and visual tools to bring people into the story. To improve your own videos, learn about the keys to a good explainer, and get inspired by these 50 explainer video examples .

How to Master B2B Marketing Yourself

No matter what your industry is, or what unique challenges you face, there are a few key ways to improve your marketing—and make sure you’re growing in the right direction.

Start with the right strategy. From goals to metrics, platforms to editorial calendars, it takes a lot to build a functioning marketing machine. Use our free B2B marketing strategy toolkit to build a cohesive strategy that covers every gap and helps you achieve your goals.
Tell stories your competition can’t. As AI-generated marketing floods the Internet, it’s harder and harder to stand out against the competition. That’s why it’s important to showcase what makes your brand special. Start with our tips to brainstorm truly unique stories only you can tell.
Stay educated. Whether it’s the latest industry news or B2B trends, stay in the loop to keep your brand competitive. You can also subscribe to our Best Story Wins podcast to hear industry leaders’ tips to win hearts, minds, and market share.

Most importantly, make sure you have the right team to win. Find out more about how to curate the perfect content marketing team , and consider bringing in an expert to fill any gaps. You can start your search with our tips to find the right content agency , or take a look at how we tackle content strategies .

Regardless, remember that success doesn’t happen overnight. Good content marketing requires patience, experimentation, and diligence.

Good luck out there.

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16 B2B Marketing Case Studies [Updated 2024]

Insights from industry professionals, founders, CEOs, and marketing managers

Explore 16 real-life B2B Marketing case studies.

We gathered insights from founders, CEOs, and marketing managers.

Discover practical strategies beyond traditional advertising and paid media. Rather than reinventing the wheel, learn from the experiences of industry professionals.

See how these experts leveraged user reviews in Online Reputation Management (ORM) and adopted account-based marketing approaches.

Find inspiration for your own B2B marketing campaigns.

3 Article Highlights

16 B2B marketing case studies
B2B case studies from founders, CEOs, and marketing managers
Use cases from real-life companies

Table of Contents

B2B Marketing Case Study Overview

B2b content marketing use cases, strategic branding and positioning use cases, b2b marketing strategy use cases, digital and online b2b marketing use cases, offline b2b marketing use cases.

Subscribe and Learn B2B Marketing.

Learn from 16 Real-Life Use Cases

Creative Social Media Campaign Boosts Sales

Content marketing and seo strategy, embrace content marketing, leverage user reviews in orm, become a data source for industry, host thought leadership webinars, utilize brand ambassadors, forge strategic partnerships, utilize review sites, account-based marketing approach, integrate online and offline marketing, linkedin business page, collaborate with industry influencers, leverage linkedin for organic growth, harness social media power, trade shows and channel partnerships, gira use case, samson ag use case, implementing marketing automation what a ride.

Creative and Oustanding Content Marketing

Chapter Overview

Social-media campaigns should sometimes be more creative than purely emotional. This B2B Marketing Case Study shows the campaign launched, highlighting the 2D floor plan, 3D video walkthrough render, and 3D floor plan in a Barbie theme promoted the new 3D products launch much better than any generic posts.

The timing was crucial, as the interest and popularity of Barbie and pink peaked in July and August at the highest rates, resulting in significantly more orders. Having a team to execute bolder ideas can help stand out online from the competition. Be bold and audacious, even if it means using branded memes. Branding is everything, and being shy is not the way to conquer the US.

Link to the campaign:

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Anastasia Corjan , Senior Marketing Manager, CubiCasa

An impactful B2B marketing case study that steps beyond traditional advertising is the use of content marketing infused with SEO and thought leadership. This approach is crucial for growing brand awareness and generating leads for a company like ours, which specializes in fulfillment and logistics services.

Rush Order capitalizes on creating meaningful, SEO-driven content, including in-depth blog articles, white papers, toolkits, case studies, and guides, providing actionable insights into order fulfillment’s intricacies for potential clients.

This strategy drives organic traffic to our site and cultivates higher levels of engagement, ultimately building a community and a sense of trust around our brand. It’s a testament to the power and longevity of content marketing and thought leadership in B2B marketing. It demonstrates that significant growth and a strong brand reputation can be achieved without primary reliance on paid advertising.

Dana Madlem , Vice President, Services, Rush Order

Content marketing is a prime B2B marketing case study of an effective digital B2B marketing approach that doesn’t rely on advertising or paid media. By creating valuable and informative content, businesses can attract and engage potential customers while also establishing themselves as thought leaders in their industry.

This can include creating blog posts, e-books, webinars, and other types of content that provide useful insights and solutions to common industry problems. By making this content easily accessible and shareable, businesses can increase their brand awareness and establish trust with potential customers.

Additionally, optimizing this content for search engines allows businesses to attract more inbound traffic and generate more leads.

Georgi Todorov , Founder, ThriveMyWay

One of the best use cases for digital B2B marketing is Online Reputation Management (ORM), specifically through the utilization of user reviews. ORM involves monitoring, influencing, and improving how a business is perceived online. User reviews play an integral role in this strategy.

In a B2B context, businesses often check reviews and testimonials of other companies before choosing to collaborate or purchase. Therefore, encouraging satisfied customers to share their positive experiences online can significantly enhance a company’s reputation. This can be done through emails after service delivery, prompting for reviews on the company’s website, or on relevant B2B review platforms like G2 or Trustpilot.

Joe Kevens , Founder and Director of Demand Gen, B2B SaaS Reviews

Use B2B Marketing for Thought Leadership, Branding and Strategic Positioning

For me, becoming a source of data points and information for industry publishers and journalists to utilize is often an incredibly overlooked strategy, especially in B2B markets.

You can get organic traffic and backlinks via publication references when creating stats and data points relevant to a given industry. This approach to content can provide passive link-building assets for your site over time.

Ashley Woodyatt , Marketing Manager, Woodyatt Curtains

One of our best digital B2B marketing case study is hosting thought leadership webinars. By organizing webinars featuring industry experts and thought leaders, we provide valuable insights and share expertise with our target B2B audience. These webinars position our company as a trusted authority in the B2B space, allowing us to build credibility and establish relationships with potential clients.

The webinars offer an interactive platform where participants can engage with the experts, ask questions, and gain valuable knowledge specific to their industry. The webinar format allows us to showcase our industry expertise, share relevant content, and address the pain points and challenges our target audience faces. It’s an effective way to generate leads, nurture relationships, and establish our brand as a go-to resource in the B2B sector.

Roy Lau , Co-founder, 28 Mortgage

Brand ambassadors are a major trend in helping small businesses increase brand awareness. This is an opportunity for influencers or loyal customers to rave about their favorite products online. As word-of-mouth marketing is one of the most successful strategies, it can help a small business improve its digital presence and connect with consumers worldwide.

Maegan Griffin , Founder, CEO, and Nurse Practitioner, Skin Pharm

Think and Act Strategically

One effective way to implement digital B2B marketing apart from ads is through content marketing and strategic partnerships. I have personally utilized this approach within my organization by creating valuable content that addresses the needs of my target audience. This includes social media posts, podcasts , videos, and blog articles that provide useful information and address SEO concerns.

To further improve our content’s caliber, I collaborated with B2B industry leaders such as CEOs and subject matter experts. This resulted in a successful video series highlighting our top B2B SEO strategies, featuring practical advice, real-life examples, and even heated debates. As a result, we generated a wealth of information that created a buzz throughout the entire B2B community.

Best of all, this strategy did not require any advertising expenses. Instead, it was all about producing high-quality content and establishing meaningful partnerships.

Maria Harutyunyan , Co-founder, Loopex Digital

A simple, yet effective B2B Marketing Case Study covers review sites like G2, Capterra, and Sourceforge have played critical roles in our marketing strategy. Our business is B2B software, and these sites are where knowledgeable buyers congregate. The specific review site will differ per industry, but the principle stays the same. Buyers want to see credible feedback from other buyers.

Trevor Ewen , COO, QBench

One of our top digital B2B Marketing case study is account-based marketing (ABM). By tailoring our marketing efforts to specific target accounts, we personalize content and messaging to address each account’s unique needs and pain points.

This approach allows us to create highly relevant and customized experiences for our B2B prospects, increasing engagement and building stronger relationships. With ABM, we focus on delivering value and solving the specific challenges of our target accounts, which leads to more meaningful interactions, higher conversion rates, and, ultimately, stronger business partnerships.

Jason Cheung , Operations Manager, Credit KO

Integrating online and offline marketing is the best digital B2B marketing case study. This is because you can make more informed marketing decisions using the same. Customers can consume information whenever they want and buy products wherever they want. Digital platforms make it easy for customers to purchase products in a few seconds.

If they want, they can go to your offline store and also buy from there. They can check the availability of products as well on the offline store. Many businesses follow this process but do not advertise for it. However, they must ensure their online and offline marketing strategies cater to customers’ wants and needs.

Many businesses don’t bother about advertising their offline stores. They follow offline marketing strategies for the same. But you can integrate both ways to sell products and increase sales exponentially.

Saikat Ghosh , Associate Director of HR and Business, Technource

Tactics and Strategies to Win Online

LinkedIn Company pages are dead. Unless you write it like a landing page.

The Penfriend.ai LinkedIn landing page example showcases how great copywriting breaks through the noise on LinkedIn.

Inge Von Aulock , CEO Top Apps, says: We launched the MVP for Penfriend.ai on December 1, 2023, with a waitlist. Here are the stats we they gathered:

Waitlist Duration: 28 days
Emails Sent: 13 emails, average 62% open rate, 12.7% click-through rate (CTR)
Conversion to Users: 25.6%
Conversion to Paid Users: 25.2%

Here’s the full story on how they did it:

LinkedIn Business Page 2 - B2B Marketing World

Penfriend LinkedIn Page © Penfriend

One of our best and unique B2B marketing use cases involved leveraging industry influencers. We collaborated with respected experts, co-created content, hosted joint events/webinars, and gained endorsements through their social platforms. This extended our reach, built credibility, and connected with our target audience authentically without relying on traditional advertising or paid media.

Through our partnership with industry influencers, we were able to tap into their established networks, which exposed us to a wider audience of potential customers. The influencer’s endorsement acted as a powerful social proof, boosting trust and accelerating the decision-making process for prospects.

By engaging in meaningful collaborations with influencers, we increased brand awareness and fostered long-term relationships that resulted in ongoing support and mutual growth. This unique approach allowed us to stand out in the B2B market and achieve remarkable results.

Casey Preston , CRO and Founder, Stratosphere

Creating organic content on your personal LinkedIn page is a great way to grow a B2B presence and hence a top B2B marketing case study. Many businesses underestimate the reach that a successful LinkedIn post can have. With consistency, you can easily garner thousands of extra views on your posts and profile each week without spending a dime.

The more reactions and comments a post receives, the greater the chance of your post reaching other people’s feeds. That can subconsciously lead to networking opportunities if you see someone commenting that can bring value to your company.

Lastly, as your LinkedIn posts gain more traction, there are higher possibilities of finding other businesses that can assist with your weak points and possibly be the start of a symbiotic B2B relationship.

Having a company page on LinkedIn is great, but remember the fruitful strategy of developing organic content and growing your personal brand.

Matt Parkin , Founder, Mornings With Matt Consulting

Social media platforms have become essential for B2B marketers to engage with their target audience and build brand awareness. One digital B2B marketing use case is leveraging social media to create an active online presence, share valuable content, and build relationships with prospects and customers.

According to a recent study, 73% of B2B marketers use social media as a primary channel for content marketing. For instance, a technology company, Cisco, uses LinkedIn to share thought leadership articles and engage with its target audience. This strategy has helped Cisco generate leads and increase website traffic, resulting in a 4x increase in revenue.

Social media platforms also offer various features, such as groups, polls, and live streaming, which provide opportunities for B2B marketers to interact with their target audience and create personalized experiences.

Himanshu Sharma , CEO and Founder, Academy of Digital Marketing

Classic, above the line, B2B Marketing

As a startup operator, founder, and advisor, I’ve had my fair share of B2B marketing experiences. One of the best non-advertising strategies changes depending on your product or service.

For enterprise solutions, trade shows are invaluable. Especially niche ones with high ticket prices, attended by senior executives and industry thought leaders. These venues foster personal relationships, which is critical when selling high-ticket or innovative solutions.

For small to mid-ticket transactions, channel partnerships work wonders. They build trust, key for purchase decisions, while keeping customer acquisition costs manageable.

Regardless of your offering, content that showcases your expertise is always beneficial. Write valuable insights and distribute them freely across your social handles, trade shows, etc. Avoid requiring email capture to access this content; senior leaders dislike unsolicited follow-ups after downloading a free resource.

Rafael Sarim Özdemir , Founder and CEO, Zendog Labs

Stephan Wenger

B2B Marketing Expert, Editor and Marketing Management Consultant

Stephan Wenger is a seasoned B2B Marketing Expert with more than 10 years of experience in leading global companies. His extensive expertise lies in the realms of B2B online marketing, content marketing, strategic marketing, and driving synergy between sales and marketing, including effective lead management.

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.

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.

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.

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.

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.

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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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.

How to Make Your Company Shine: Master Thought Leadership Content with These 5 Examples

Knowing your stuff just isn’t enough — you need to show you know it. Find out how with these tips.

Content Repurposing: How to Turn One Asset into 20 with Limited Resources

Plenty of resources went into creating things for our consumption the first time and often it feels like such a waste just to chuck ‘em in the bin.

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

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.

#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.

#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.

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.

#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.

#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.

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

#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.

#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.

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.

#9. SEMrush

SEMrush uses it to create a killer headline in their case study featuring travel company Booking.com. 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 keeps things simple by sharing this case study on a page on their site and using minimal graphics, as the results speak for themselves.

#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.

#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.

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.

#12. CJ.com

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.

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.

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.

#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 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.

#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!)

#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.

#17. Qualys.com

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.

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

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.

8 Best B2B Digital Marketing Case Studies to Inspire You

Vitor Peçanha

In the fast-paced world of B2B digital marketing, success stories and real-world examples can give the motivation and direction required to flourish. B2B case studies provide insightful information on practical digital marketing efforts’ plans, techniques, and outcomes.

We delve into the success stories of renowned brands that have unlocked the potential of digital platforms to achieve remarkable results. The eight inspiring B2B digital marketing case studies are:

Amazon Business
Cisco

This post will examine eight intriguing B2B digital marketing case studies demonstrating unique techniques and providing excellent outcomes.

Top 8 B2B Digital Marketing Case Studies

These case studies demonstrate companies’ diverse approaches and creative tactics to overcome challenges, engage prospects, and convert leads into loyal customers.

HubSpot- Building Brand Authority Through Thought Leadership

Building brand authority and intellectual leadership is critical in a highly competitive B2B market. In one B2B marketing case study, a software business used content marketing to establish itself as the industry leader.

They displayed their knowledge and drew the attention of potential clients by developing and marketing high-quality blog entries, whitepapers, and industry studies. The outcomes were increased brand recognition, better lead generation, and a notable rise in conversions.

HubSpot is a renowned inbound marketing and sales software company known for its exceptional content marketing strategy. Their content-driven approach has increased brand authority, recognition, and customer base.

See also: Digital Marketing Methodology: Your Ultimate Guide

Salesforce- Harnessing the Power of Social Media Advertising

Social media platforms have evolved into essential channels for B2B marketers, and this case study demonstrates the benefit of strategic social media advertising.

A B2B software business used a tailored LinkedIn advertising campaign to contact decision-makers in their target sector.

b2b digital marketing case studies-Salesforce

They got outstanding results, including a significant increase in website traffic, quality leads, and ultimately, new clients by using correct audience targeting and attractive ad creatives.

Salesforce uses LinkedIn ads to target decision-makers with compelling creatives and precise targeting. Results include increased website traffic, leads, and clients.

Amazon Business- Personalization and Email Marketing Automation

Email marketing is still a crucial part of B2B digital marketing strategies. This case study focuses on the success of a B2B e-commerce firm that used targeted email marketing automation to increase sales.

They could send highly relevant and timely communications to their target audience by segmenting their email lists based on user activity and preferences. This strategy resulted in more excellent open and click-through rates and enhanced engagement and conversion rates.

Amazon Business uses personalization and email marketing to send business customers relevant product recommendations and promotional offers, increasing engagement and conversions.

Check this out: 12 Best B2B Marketing Campaigns: Boost Your Business Growth

IBM- Influencer Marketing for B2B Brands

B2C enterprises do not just use influencer marketing; it can also be a potent tactic for B2B businesses. This case study examines how a B2B technology business collaborated with industry influencers to broaden its reach and reputation.

They acquired access to a highly engaged audience by partnering with well-known influencers in their target market. The campaign raised brand awareness, increased website traffic, and increased lead generation.

IBM has used influencer marketing to reach a highly engaged audience in the B2B space, resulting in increased brand exposure, website traffic, and lead generation.

Adobe- Account-Based Marketing (ABM) Success

Account-Based Marketing (ABM) is a successful strategy for targeting major clients and cultivating lucrative client relationships. This case study examines how a B2B professional services organization used ABM to communicate with its target accounts.

Creating individualized content and interactions for each target account increased engagement, customer happiness, and income from those accounts.

Adobe achieved ABM success by targeting critical accounts with personalized content. This deepened engagement and improved customer relationships, leading to increased revenue.

Read aslo: What is B2B Public Relation? Everything You Need to Know

Cisco -Video Marketing for B2B Engagement

This case study shows that video marketing has become an essential component of B2B digital strategies. A B2B manufacturing firm uses video content to promote its goods, educate its customers, and raise brand awareness.

Thanks to targeted distribution across various media, they saw higher engagement rates, better brand memory, and more lead creation.

Cisco uses video marketing to showcase its solutions and generate leads. Their approach has resulted in higher engagement, improved brand recall, and increased lead generation.

Moz- Data-Driven SEO Strategies

Search engine optimization (SEO) is critical in B2B digital marketing, and this case study highlights the effectiveness of data-driven SEO techniques. A B2B software firm reviewed its website data, analyzed keywords, and improved its content.

They enhanced their search engine ranks, organic traffic, and lead quality by applying on-page and technical search engine optimization (SEO) best practices.

Moz , a well-known SEO software provider, emphasizes data-driven SEO strategies to improve online visibility. With their comprehensive SEO tools and resources, Moz helps businesses optimize their websites for search engines, leading to higher rankings, increased organic traffic, and better lead quality.

Shopify- Successful Retargeting Campaigns

Retargeting is an effective strategy for re-engaging potential consumers who have expressed interest in your products or services. This case study looks at a B2B SaaS startup launching a retargeting campaign across numerous platforms.

They improved ad engagement, boosted conversions, and saw a sizable improvement in customer retention by providing visitors to their website with customized ad content.

Shopify , an e-commerce platform, has implemented successful retargeting campaigns to re-engage potential customers. By delivering personalized ads to users interested in starting an online store, Shopify increases conversions, encourages sign-ups, and fosters customer loyalty.

See also: 14 Lead-Generating B2B Marketing Strategies (2024)

What are B2B case studies?

B2B case studies are examples of effective business-to-business (B2B) digital marketing strategies. They provide insights into the campaigns’ strategy, techniques, and outcomes, delivering valuable lessons and inspiration to other B2B marketers.

What are the advantages of B2B marketing case studies for businesses?

It provides practical information, inspiration, and insights to help businesses optimize their marketing efforts and achieve their goals.

How can B2B marketing case studies be used in marketing strategies?

B2B marketing case studies can be used to: 1. Inspire new ideas 2. Identify critical elements of success 3. Build credibility with potential clients

Where can I find B2B marketing case studies?

B2B marketing case studies can be found through various sources. Start by exploring industry-specific publications, blogs, and websites on B2B marketing. Many marketing agencies and platforms publish case studies to showcase their success stories. Additionally, attending industry conferences and networking events can provide opportunities to learn from other B2B marketers and hear about their case studies firsthand.

How can I create my own B2B marketing case study?

To create your own B2B marketing case study, follow these steps: 1. Identify a successful campaign or project within your organization. 2. Collect relevant data and metrics to demonstrate the impact and outcomes of the campaign. 3. Outline the key strategies and tactics employed, any challenges, and how they were overcome. 4. Present the case study clearly and engagingly, highlighting the results achieved and the lessons learned. 5. Share your own B2B marketing case studies to build credibility, attract potential clients, and inspire others in the industry. Following these steps, you can create a case study to showcase your expertise and help you achieve your B2B marketing goals.

B2B digital marketing case studies provide valuable insights into practical strategies and approaches that can inspire and advise businesses.

The eight case studies in this article illustrate the success of different B2B marketing tactics, such as content marketing, social media advertising, email automation, influencer marketing, account-based marketing, video marketing, data-driven SEO, and retargeting campaigns.

By learning from these real-world examples, businesses can optimize their B2B marketing efforts, produce better results, and achieve their goals in the ever-changing digital ecosystem. Incorporate these tried-and-true methods into your B2B digital marketing efforts and watch your company grow.

Table of Contents

12 Best B2B Marketing Campaigns: Boost Your Business Growth
14 Lead-Generating B2B Marketing Strategies (2024)
What is B2B Public Relation? Everything You Need to Know
Top 17 Best Digital Marketing Courses in India
How Content Marketing drives Sales: Top 6 ways!
Burger King’s Marketing Strategy and Branding [Case Study]

One of the most recognized digital marketing leaders in Brazil, published author, and content marketer.

A B2B Case Study Example: How Stripe Is Paying It Forward

A good B2B case study example isn’t always easy to find. So when I saw Stripe sharing their customer success stories online, I was impressed.

I was immediately struck by how Stripe consistently positions their customers as the hero of their customer success stories. It’s a thread that runs through all—and every part of—their stories, from the challenges section of their written case studies to their video testimonials to their social media posts.

Stripe also puts these success stories to work across their sales and marketing funnel, which isn’t just good for Stripe but also shows respect for those customers who gave up their time to participate.

Not incidentally, casting their customers in the best possible light also encourages other customers to participate and gives Stripe’s sales team the confidence to offer up their best accounts as potential case study candidates.

It’s a win-win all around.

By making their customers look good, Stripe encourages other customers to participate—and emboldens their sales team to offer up their best accounts as case study candidates.

If you’d like to see how Stipe pays their success forward by making their customers look like superheroes, join me for a deep dive into this great B2B case study example.

I. what is stripe, ii. how stripe makes their customers look great, b2b case studies on the stripe website, the case study challenges section, the customer success story overview page, video case studies and testimonials, iii. how stripe makes their partners look good (and vice versa), iv. repurposing customer success stories to show respect, creating multiple written case studies from one success story, repurposing video case studies, deploying success stories as newsroom articles, sharing case studies on social media, using case studies in email marketing.

Using B2B case studies for sales

V. Stripe demonstrates the power of paying it forward

As most of you probably know, Stripe is a payment platform that businesses—from new startups to public companies—use to accept payments and manage their businesses online.

Stripe was founded by brothers John and Patrick Collision in 2009 with seed funding from Y Combinator accelerator. ( This Wired article tells the story of Stripe in compelling detail. It’s well worth the read.)

Stripe’s current internal valuation is $62 billion. Dual-headquartered in San Francisco and Dublin, Stripe has offices in London, Paris, Singapore, and Tokyo, among other parts of the world.

In both their written and video case studies, Stripe consistently takes a back seat and puts their customers in the driver’s seat to make them the heroes of their stories.

They also show respect to their customers by maintaining high-quality levels in both the content and design of their written and video case studies—from copy to layout to production.

Making customers look good in these ways might sound like a given. But it’s shockingly common for companies to throw their customers under the bus as they scramble to take credit for solving customer challenges.

Let’s take a look at some B2B case study examples from Stripe by examining an individual case study, Stripe’s case study overview page , and then a video case study .

When looking at the Stripe website, it’s quickly apparent that Stripe understands the value of customer success stories. And not just a few stories. Lots of stories!

By my rough count, Stripe has 186 written case studies on their website —a number well above the average of 132 that we calculated for the top 50 SaaS companies (as detailed in our report, The State of SaaS Customer Success Stories ).

Stripe’s case studies are well laid out online, with a nice synopsis on top and sidebar with key metrics.

Looks good, right?

The pull quote at the bottom (screenshot below) is also a nice touch. However, an accompanying headshot of the customer providing the quote would have amplified the impact.

A few more ideas to make this page stronger:

Use more descriptive subheadings to accompany the “challenge,” “solutions,” and “results” main headings.
Add the option to download a nicely designed PDF.
Embed or link to a video case study or testimonial if one exists. (Stripe does, in fact, have embedded video on some of their case study pages, such as this case study from Lightspeed .)

But all in all, this is a very nice example of a customer success story, well presented for the online reader. Well done!

So far, so good. But where many B2Bs trip up is in the challenges section of their written case studies.

If they’re not careful, they can make their customers look like idiots for getting themselves into a challenging situation that only the B2B could get them out of.

In the challenges section of the Postmates case study shown above, for example, we can see how Stripe positions the customer as the hero (bolding added):

Most importantly, Postmates recognized the value in having excellent authorization rates. Samantha Philips, Payments Product Lead, said, “Postmates is in the on-demand service industry. To provide the best customer experience possible, our product teams are dedicated to optimizing each step of the journey for our customers. At checkout, that means selecting a payment processor with the highest success rates to ensure the best customer experience. In a competitive industry with high customer-acquisition costs, even a small percentage increase in authorization rates would increase revenue while maintaining high customer satisfaction.

Stripe makes the case that Postmates’ commitment to excellent customer experience was the driving force behind their decision to move to Stripe—not some failure on their part.

Instead of writing something like: “Postmates’ current payment processing was abysmal. How could they let that happen?” Stripe states: “…even a small percentage increase in authorization rates would increase revenue.”

In other words, authorization rates were already good. Postmates wanted to make them even better.

Stripe also shows respect to their customers through the care they take in organizing their case studies on their customer success overview page.

Right off the bat, Stripe makes the customer stories page easy to find, right from their home page. They put a link to the page in the top navigation bar, under Resources (circled in red):

Stripe - link to case studies in navigation bar

When you click on this link, you’re taken to an interim page that highlights a few select stories. This isn’t something I’ve seen a lot. It’s a nice way to throw light on particular stories, although it does force viewers to click through to get a complete list of case studies. It’s something to test.

Stripe also uses this interim page to feature their biggest, most recognizable customer logos. They also pull together some of their most impressive metrics from different case studies:

Stripe case study overview page success metrics

From this page, you can click through to see all of Stripe’s customer success stories (or, at least, the ones they’ve put online—there may be more behind the scenes).

Case study overview page with list of case studies

I love the inclusion of logos for every case study. The background images also communicate a little something about the nature of the customer, which is great. The short, concise headlines are also good.

The filters that Stripe provides to help prospective customers find case studies relevant to them (i.e. company size, use cases, solution, and region) are well thought out.

Everything is clear and organized. It’s a page where most companies would be happy to put their logo. Respect!

Next, let’s take a look at Stripe’s video case studies and testimonials to see how they treat their customers in video format.

The “Customer” playlist on Stripe’s YouTube channel only consists of 20 videos, but I suspect they have many more based on what I found through search and on their social media platforms.

Here’s a beautiful example :

I’m a total sucker for this type of customer success story. The gorgeous footage, stirring music, and lovely voiceover with a charming Irish lilt are guaranteed to make me weepy and long for the green, rolling hills of Ireland. (And I’ve never even been!)

Note that Stripe isn’t even mentioned until the 1:50 mark—past the halfway point. They give the customer plenty of space to tell their own story. It all seems chivalrous—in the best possible way.

So far, I’ve shown how Stripe makes their customers look like rockstars in their success stories. A bit more digging shows that Stripe does the same with their partners.

Take Stripe’s partnership with Amazon, for example. The two companies are long-standing partners that just recently signed an expanded global agreement .

Under this agreement, Stripe will expand its use of Amazon Web Services to provide crucial infrastructure.

Meanwhile, Amazon will expand its use of Stripe’s core payments platform.

It’s instructive to see how both companies tell the joint story of their success in their marketing.

To pick a few examples, Stripe has a couple of AWS “customer success stories” on its website (I put “customer success stories” in quotes because they don’t exactly fit the usual case study format). This one is an interview with Rich Geraffo , VP of AWS North America. Note that the role of Stripe at AWS is a topic they cover (reference circled in red):

This one describes how Stripe helped Amazon simplify international payments .

Meanwhile, AWS invited Stripe’s Manager of Infrastructure, Jorge Ortiz, to give a keynote presentation at their 2015 Invent conference . In this presentation, Jorge describes how Stripe built its infrastructure on AWS—and AWS posted it to their YouTube channel.

Again, both sides come off looking good—something the marketing teams of both companies capture and celebrate in a number of ways, including case studies.

(I only wish AWS had selected a more flattering thumbnail!)

So we’ve seen how Stripe makes their customers the hero of their success stories, whether in written or video format.

But there’s another way that Stripe demonstrates their respect for their customers—and honors the leap of faith (and not to mention the time and effort) that customers took to participate in these case studies.

Stripe shows respect for their customers by NOT letting these stories live only on Stripe’s website and YouTube channel.

Stripe shows respect for their customers by NOT letting these stories live ONLY on Stripe’s website and YouTube channel.

In fact, Stripe wrings every ounce of value out of their customer success stories by repurposing and redeploying them in multiple ways. Which, if you put yourself in the shoes of the customer, is something you’d want to see—especially when the case study makes you look so darned good!

One strategy Stripe uses to get more value out of every customer success story is to create MULTIPLE stories from each one when possible. They recognize that the same story can be told in different ways, with a different focus, to appeal to different audiences to get more mileage.

For example, Stripe tells the story of Blockchain.com in two ways.

In the first story , Stripe emphasizes how they helped Blockchain.com remove payment friction from the crypto onboarding process:

Stripe-Blockchain case study example - removing payment friction

In the second story , Stripe focuses on how their professional services team helped Blockchain.com build a tailored solution:

Stripe-Blockchain case study example - professional services

Stripe could have easily put everything into one story but didn’t. They tailored the same story to two different audiences, doubling the value.

By the way, the Postmates case study referenced earlier also has a twin—this time with the focus on saving on card network fees .

Stripe also gets maximum leverage from its video case studies by breaking the mold of telling only one customer success story per video.

In the example below , Stripe brings together five businesses to announce Stripe’s expansion into Mexico and the Latin American market.

I strongly suspect that Stripe has individual videos for each of these customer success stories and repurposed them for this promotional piece.

Stripe is also repurposing their customer success stories as news articles —something I haven’t seen much from other B2B companies, but it’s a good idea.

The Postmates customer success story, for example, is found on Stripe’s newsroom page :

Strike-Postmates - case study as a newsroom example

As you can see, this newsroom item brings both Postmates case studies together, highlighting the $70 million in revenue ( from case study number one ) and the $3 million saved ( from case study number two).

Not only has Stripe created diverse case study assets, they’re also doing a good job of deploying these assets on their social media accounts .

Remember the emotionally stirring Merry Mill case study video? Stripe shared it to their LinkedIn account , garnering 252 reactions:

Stripe’s customers are also sharing THEIR Stripe success stories from THEIR social media accounts. In this example, Sean Geoghegan, Cofounder and CTO at Sendle, shared the case study they did for Stripe to LinkedIn. Stripe later reposted it to their account:

Naturally, Stripe is also sharing their customer success stories on Twitter , tagging customers to see if they can get some engagement, as they did here with Shopify:

How @Shopify is building Shopify Balance with Stripe: https://t.co/tsbGiv9aLO — Stripe (@stripe) August 10, 2022

Remember those Postmates case studies that were turned into a newsroom article? Patrick Collison, one of the founders of Stripe, tweeted the case-study-turned-news-article out to his 406,600+ followers:

$70M of incremental revenue: @postmates + @stripe . https://t.co/PSoZ6j1Vb7 https://t.co/pJmwpLaX2H pic.twitter.com/dkZCh1UMhD — Patrick Collison (@patrickc) March 10, 2021

One more example: Stripe is also deploying their customer success stories in their email marketing .

Here’s an excerpt of an email we recently received from Stripe (with links to the case study circled in red):

Stripe-GlossGenius case study in email marketing example

Click on the link, and you’re taken to the full GlossGenius-Stripe case study :

Just as in the previous examples, the customer is positioned as the hero:

The company wanted to avoid cobbling together a set of disparate solutions, which can cause development pain and frustrating, disconnected experiences for merchants.

In other words, GlossGenius was determined to prioritize the needs of their customers and wouldn’t settle for anything subpar. So they turned to Stripe.

Using B2B case study examples for sales

Given what we’ve seen so far, it’s reasonable to think that Stripe’s sales team is also using these case studies to help close deals.

I’d be shocked if they weren’t referencing them in pitch decks, including them in sales presentations, handing them out at trade shows, or using them in many other ways .

Again, this is a show of respect for customers who agreed to participate in Stripe’s written or video case studies. In my opinion, it would be kinda rude to bring customers through your case study production process —and then not put those assets in the hands of your sales team.

When you make the customer look good in EVERY customer success story you tell, you knock down resistance you might encounter from customers you’d like to feature in future case studies.

And you demonstrate to your sales team, over and over, that they can trust you to treat their most valued customers with the care and respect that they deserve.

And that, my friends, is a vital ingredient in the fuel that fires up successful B2B case study programs.

Want us to help you fire up your case study program?

Head of Writing and Interviewing

Based in Vancouver, Canada, Holly is pumped to tell stories of companies succeeding and doing good in the world.

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9 B2B Case Study Examples Worthy of Your Swipe File

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.

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

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

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.

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

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

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.

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

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.’

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.


How Nectar’s Director of Sales Increased Win Rates with Dock	83	How Nectar’s Director of Sales Increased Win Rates by 31% with Dock	87
How Gong Helped Proposify Cut Their Sales Cycle	63	How Gong Helped Proposify Cut Their Sales Cycle In Half	69
Zip saved $500k and creates delightful experiences with Intercom	68	Zip saved $500k in under 7 months and creates delightful experiences with Intercom	76

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 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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Case Studies: 4 Examples of Great B2B Marketing

The case studies we’ve included show how personal branding , online promotions, and cultivating social and real-world communities can yield significant B2B marketing success. You can expect to leave with some original ideas to add into your B2B marketing strategy.

Social Chain – The Power of Personality

Founded just three years ago, this meme factory has risen to become one of the biggest B2B brands in social marketing, offering 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).

Social Chain’s achievements are clearly sufficient to warrant a great deal of attention in their own right – but another key factor in the brand’s visibility has been the careful cultivation of its founder, Steve Bartlett, into a prominent influencer.

If you ever want to gauge the breadth of somebody’s appeal, just take a look at the “People also search for” entries on their Google card. On Steve Bartlett’s, the celebrated misogynist Dapper Laughs sits snugly alongside Paul Mason, the economist.

Building Brand Bartlett is a constant endeavour, resulting in daily YouTube videos showing the 24-year-old espousing worldly wisdom, acting altruistically and – in one memorable instalment – having a football kicked at his testicles.

We’ve been a little flippant about Mr Bartlett, but make no bones about it: his online personal branding campaign is a roaring success.

With 258k likes on Facebook, 81k followers on Instagram and 72k followers on Twitter, Bartlett draws a huge amount of attention to the Social Chain brand. All that attention will inevitably translate into B2B leads – whether through direct exposure or as a product of the enhancement to Social Chain’s reputation.

By contrast, Social Chain itself has 12k Facebook likes, and 7k Instagram followers and 24k Twitter followers.

The making of an influencer Becoming an influencer is an attainable goal for just about anyone, given the right tactics. Let’s pick out just a handful of the many ideas and techniques Social Chain have used to build a buzz around their founder:

Communicating success Online influencers differ from most online celebrities in that the people who follow them generally expect to learn something , with a vision to emulating their success.

This would suggest you’ll have a far better chance of finding a following if you can present yourself as successful.

Steve Bartlett is no shrinking violet in this regard. His Twitter background photo shows him speaking to a packed auditorium; his wealth is regularly made conspicuous in social posts (“I’LL GIVE MY ROLEX TO CHARITY IF I DON’T DO IT,” yells one video title); and his newspaper appearances invariably mention how he founded Social Chain at the tender age of 21.

You don’t have to give away your watch to convince people you’re successful – but you do need to consistently communicate success to your audience.

Becoming a regular fixture Steve Bartlett’s vlogs go out every evening at 8 o’clock sharp, providing a regular fixture for his audience. Publishing content regularly breeds habitual consumption, and thereby, loyalty.

Be reassured that weekly updates can work just as well as daily ones. So long as you can get your audience to look forward to consuming your content every day/Wednesday/start of the month/at any other regular interval, you’re in business.

Mixing entertainment with advice You’ll only keep your audience engaged if you can ensure your output is multi-faceted. Just as Steven Bartlett’s combines honest advice with lighter or more colourful moments, so too should your content demonstrate the breadth of your character.

Google AdWords – a high-value, low-cost giveaway If you’ve ever Googled anything to do with digital marketing (and we’re guessing you have), you will have probably at some point have been served an ad offering you £75 free ad credit when you sign up to Google AdWords. If not, you probably had AdWords already.

Example of Google Adwords Voucher Promotion

AdWords’ £75 ad credit voucher campaign and its international equivalents have been around for years, and they keep on attracting new sign-ups for the service. Here are the reasons why we think this campaign has become something of a B2B marketing stalwart:

Impressive numbers £75 free credit! Doesn’t that sound generous? Even when you’re taken into account the fact you have to first spend £25 to activate the promotion, it’s effectively 300% extra, free.

Of course, AdWords has it easier than most brands when it comes to offering its generous promotions – the cost of facilitating its ad service must be relatively low compared with the price account holders pay per-click. What’s to stop them giving away a chunk of Ad credit with a high price tag to a hearty share of their new customers, when that ad credit costs them, the service provider, very little indeed?

If, like AdWords, you can boast impressive numbers in a B2B promotion, you’ll stand a good chance of getting noticed. So if you’re a software provider whose digital toolkit costs £159/month to use, why not rebrand your 1 month’s free trial as a £159 voucher? Or if you’re trying to promote a gamified product, why not offer 100 free in-game tokens, as opposed to a free play? Impressive numbers turn heads.

Time and scope for success The ultimate goal of a promotion like this one is to turn leads into long-term clients. To succeed in this aim, it will need to offer sufficient time and scope for the client to see that the product works successfully. That’s exactly what this promotion does.

Let’s first consider the timescale involved. If the client starts off with a campaign budget of £10/day for their AdWords ads, they’ll have a whole ten days to burn through their initial £100 and gain a basic grasp of the platform. They can bet their bottom dollar they’ll hear from some helpful AdWords reps during this time too.

What’s more important, however, is the scope allowed by that £100 ad credit.

AdWords ads have an average conversion rate of barely over 2%, and with ad bids often costing $1-$2 per-click, an initial credit injection is required to give users a fighting chance of seeing one of their new ads convert. It’s safe to assume this must have been a consideration for AdWords bosses when they designed this promotion.

Last Minute Musicians – building and tapping into a community

Have you ever considered creating a Facebook group to promote your business?

You may not have because branded Facebook groups all-too-often end up reflecting badly on the brand through dearth of members.

However, the function musicians network Last Minute Musicians has proven this approach can work with their thriving group, Dep Musicians in the UK – Needed and Available .

The group doesn’t have much to do with the LMM’s services – rather, it’s a dedicated noticeboard where people can post when they need a musician to perform at an event, to join a band that’s missing a member, and so on.

LMM know that whilst they’re barely using the group to directly market services to members, it does provide an opportunity for them to get their name out to its exact target audience: professional musicians looking for gigs. The group is an asset, which they exploit by including the following:

Branding – cover photo shows the brand’s logo
Direct promotion – LMM have boldly included a link to their registration page in group’s pinned post. They get away with this, one suspects, because the rest of the post goes on to spell out a ream of group rules aimed at protecting musicians’ rights. The inclusion of brand and service details in the group’s “About” content can also be construed as promotional.
Links to LMM’s website and Facebook page

At the time of writing, these marketing elements are being communicated to 38,879 group members. In the act of joining, every last one of these people has identified themselves as the target audience. Not too shabby.

Should you set up a Facebook group? If you can link your organisation to some kind of interest group or professional niche, there’s good reason to believe this tactic could work for you.

Try to establish your group as a facilitator of its members’ professional advancement, perhaps by encouraging job-related posts or the sharing of resources. To get the ball rolling, be sure to choose a suitably descriptive name. And moving forward, you can use devices like daily themes, prompts and topical content shares to keep the conversation alive. Remember to be sensitive in your approach to self-promoting via the group – yes, you need to make a return on your hard work in running the group, but a high volume and intensity of marketing will likely alienate users.

You should also be aware that running a Facebook group is a long-term commitment, with a volume of work that only grows with group engagement.

HubSpot – playing the host It’s surely every brand’s dream to be part of the furniture of society – not to settle for being a provider of goods or services, but instead to become a pillar of its community.

One way to achieve this goal is to play the host.

Inbound marketing and sales software providers HubSpot have been striving to do exactly that by organising – or lending its name as a partner – to a globe-straddling programme of 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, Hub Spot are radiating their brand to their target audience by ploughing time and marketing budget into putting on events. From where we’re standing, it shows them in a good light.

Making your brand the focal point Not many of us have quite the same level of brand recognition or marketing budget as HubSpot, but we can all take lessons from the way they’ve used events to make their brand a focal point within their field:

Inclusivity pays 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.

This tells us that HubSpot’s events – and by extension its services – are open and affordable to everyone in the business community. You can’t establish yourself as the focal point if you’re not inclusive.

Events targeting different niches Take a look at HubSpot’s events listings and you’ll notice the events tend to target very particular digital niches – UX, social media, and so on. Targeting niches separately in this manner will often prove more effective than holding a broad-tent event. Occasional digital marketing summits work well enough, but on a weekly or even a monthly basis, it’s better to provide deep engagement with a particular field.

Tap into local networks HubSpot’s events have relied to some degree on the support of local partners to drum up interest. This is a mutually beneficial relationship: HubSpot gets to tap into a local network and resources, and the local partner gets to roll itself in a little bit of the larger brand’s glory.

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Proven Approaches for B2B Case Studies (With Examples)

April 10, 2024

An image of a smiling woman represents the good impression that B2B case studies can make on buyers.

B2B case studies are among the most valuable forms of marketing for buyers. When researching prospective purchases, they want to know what problems your business solved for other customers and the positive results. Case studies show them that they can achieve similar outcomes.

Trust is key in B2B buyers’ decision-making . If they don’t perceive your business as trustworthy, they’re not going to buy from you. Seeing the successes others have had in using your products and services shows they can trust your solutions. As a result, your company will be primed to attract new business and upsell current customers.

This post covers:

What to include in B2B case studies

Results buyers care about, case study formats, how to create b2b case studies in 12 steps.

Identify your case study candidates.
Select your format(s).
Contact customers to ask if they’ll participate.

What if my customers want anonymity?

Some customers still don’t want me to identify them. what now, my customers aren’t all in. how can i get them to commit.

Gather basic information about your customers.
Send customers your case study questions before you interview them.
Schedule your interviews.
Conduct your interviews.
Create your B2B case studies.
Manage reviews and approvals.
Promote your case studies.
Start working on the next round.

5 B2B case study examples and why they’re effective

Accenture: AXA
Salesforce: Ponce Bank
Dell Technologies: ATN International
SAP: Nestlé S.A.

Bonus case study tip

Building trust builds business.

Case studies have four parts:

The customer’s problem
Your company’s solution
Your customer’s results
A call to action (CTA)

Your prospective customers want to know “what’s in it for me?” if they choose your products and services. Case studies should make the benefits clear through your customers’ eyes. By sharing their stories and positive outcomes, buyers can have confidence in your offer.

Being specific is key in case study content. The more positive data you can share, the better. Buyers always want to increase revenue and reduce costs, so focus on those results. Other positive outcomes include:

Business growth
Market growth
Time savings
Efficiency improvements
Quality improvements

When thinking about the benefits that buyers care about, put yourself in their shoes. Let’s say you’re shopping for a new product or service, what do you look for in a company? Do you care that the business is “award-winning,” or do you want to boost revenue? Always make the story about them – not your company. In other words, make your customers the heroes of your stories.

You can create and share B2B case studies in many formats. Go as big as possible so that your marketing and sales teams will have a variety of assets they can share across channels and platforms. Here are the formats and how you can use them:

Video case studies: Videos increase engagement because buyers want to see and hear your customers talk about using your products and services. You can share them on your website and social media channels and in blogs, email campaigns and e-newsletters. They should be short – no more than 1-2 minutes each.
Website case studies: This format offers the greatest flexibility. Website case studies are usually short and focus on customer challenges, your solutions and the outcomes. You can package these with complementary assets that include:
Eye-catching graphics
Video case studies
Video or written customer testimonials
Graphics, including infographics
Articles about your products and services
White papers

As with video case studies, you can promote these on your social media channels and in blogs, email campaigns and e-newsletters.

Standalone PDF case studies: These are long-form versions of website case studies, without the videos, of course. Salespeople can use them as leave-behinds or email them to prospects. In addition, you can add these to your website for buyers to download.
Sales deck slides: Punch up sales presentations with case study snapshots. Use the most impressive customer results and quotes to get buyers’ attention.

Next, let’s look at how to create your case studies. Follow the steps below and get answers to common questions.

1. Identify your case study candidates.

Not all customers make great case studies. Even the best writers can’t turn an underwhelming customer experience into a mind-blowing story. Case studies should feature your most impressive results.

Here’s how to do it:

Start by making a list of the biggest challenges you helped customers overcome. Don’t worry about fine-tuning. List as many notable examples as you can. Check with your sales and customer service teams. Since they’re on the front lines, they can offer valuable suggestions.
Once you’ve got a list, see if any names stand out. Are there any notable brands? Marquee names carry more weight than lesser-known companies. Focus on those first. One caveat: Large brands can be difficult to pin down. They may have policies that prohibit endorsements, which is what case studies are. Others may require you to get approvals from legal and marketing departments. Don’t worry about that yet, however.
If you don’t have big-name success stories, focus on smaller customers. Think of convincing examples that show your value and great customer outcomes.
Refine your list to 10-15 customers. These are the customers you’ll contact for permission to feature them. Some will say no, and others won’t get back to you. For this reason, you’ll want to have a few extra candidates. You can add success stories later once you complete the initial batch.

2. Select your format(s).

Before you contact your list of 10-15 customers, think about how to present their stories in ways that align with your marketing strategy and business goals. Consider your customers as well. Are they nervous behind a camera? Do they have limited time to speak with you? Maybe they’ll only give you a quick quote or two.

If there’s a chance your customers will agree to video case studies, I’d choose that format. It allows you to repurpose the content in multiple ways, including:

Video and written testimonials
Written case studies
Email campaigns
Social media posts
Sales presentations

For those customers who aren’t video-ready, you can still do a lot with written case studies. You can create:

Long-form, standalone PDFs
Short-form website content
Testimonials for your website and sales presentations

3. Contact customers to ask if they’ll participate.

Now that you’ve identified your case study candidates and the format(s) you’d like to use, it’s time to contact your customers and get their buy-in. Be prepared to provide the following information:

The products/solutions you want to feature
Your deadline
Who you plan to interview
Your preferred format
How you’ll use the case study and where you’ll publish it
How you’ll promote it

4. Set expectations and explain the process.

Once they agree to participate, customers will want to know your case study process. As a result, plan to explain the steps in detail. Most importantly, confirm:

What you need from them
How much time it will take
What you’ll do to help them prepare
How you’ll handle reviews and approvals
Next steps if they agree to participate

A list of 6 B2B case study tips represents best practices for customer stories.

Companies may want you to refrain from naming their businesses or attributing quotes to their employees. Before you agree to these requests, try to identify their underlying concerns. Perhaps no one asked them for attribution in the past, and they’re not familiar with other approaches. Or they fear competitors could benefit by reading details about their products and services.

Once you learn why, you may be able to change their minds. In weighing how comfortable you are with these discussions, consider:

Whether their companies are big-name brands
How important they are to your business
The length and strength of your relationships with them
The significance of the challenges you solved for them
How impressive the outcomes are that they achieved from your products and services

For example, if a national brand doubled its revenue and market share with your solutions, you’d want to press for attribution. On the other hand, if you’re working with a small business that increased sales by 2% after using your products, the effort wouldn’t be worth it.

Whatever the case may be, it’s best practice to include business names, and names and titles of those you quote. Why? Attribution improves your company’s credibility. Buyers want to know who you’re solving problems for and how. Above all, they want to read or hear it in your customers’ words rather than through the filter of your marketing team. As a result, cases studies are more believable when you cite names than when you don’t.

Don’t be surprised if some of your customers who had outstanding results insist on anonymity. In these situations, ask them if you can reference their brands broadly. For example, “a prominent Midwest real estate developer” or a “global financial firm.” This might be your best option versus having no case studies.

If your customers leave you no choice but to go the anonymous route, be sure those case studies feature remarkable results. Make them the best stories they can possibly be. However, if you’re dealing with average customer results and businesses that don’t want to be identified, don’t move forward. Instead, focus on building future successes that you can promote.

Some brands may be reluctant to participate for reasons that have nothing to do with being identified. They may not have time, or they may worry about revealing sensitive information. Meanwhile, others may not see any benefit to helping you create case studies. If they hedge, tell them their businesses will receive publicity and exposure.

Similarly, the content can create awareness for their brands. They’ll get a boost if you share the case studies on your website and social media channels. Furthermore, when you @mention them, it will increase their visibility even more. If they still decline to participate, contact the next customer on your list.

While you might be tempted to offer an incentive, such as a discounted or free service, to get them to cooperate, don’t do it. Enticements create the perception of bias and make your company look desperate. It’s similar to paying customers to participate in a survey. You’ve worked hard to build up your brand; don’t destroy it with freebies.

5. Gather basic information about your customers.

Now, if you’ve got a solid list of customers who’ve committed to help you, it’s time to prepare for your interviews with them.

First, you’ll need to pull background about your customers to include in your case studies. Most, if not all, of the information should be on their websites. If you don’t know the answers and can’t find them, ask your customers to fill in any holes over email or when you interview them.

Here’s the background you’ll need:

The year their companies were founded
Their annual revenue or sales
How many employees they have
Where they’re headquartered

If you’re shy about requesting their revenue/sales, it’s easily available for public companies. Look for the investor relations sections on their websites. This is usually where they keep financial reports, including profit and loss statements. Public companies must post the information by law.

In contrast, you’ll have a tougher time finding revenue/sales for private companies. They’re not required to disclose financial information to the public. Financial websites, including Bloomberg , Reuters and Forbes , publish financial data for select privately held businesses.

If you can’t find the information and you’re not comfortable asking your customers for it, omit this detail from your case studies. It’s nice to have – particularly for large companies – but it won’t affect your content quality.

6. Send customers your case study questions before you interview them.

After your customers agree to participate, email them your interview questions. They’ll appreciate being able to think about their answers before you speak with them. You’ll need to tailor your questions to each customer’s situation, but here’s a general list to get you started:

What problems were you facing when you chose our products/services?
Did you consider/try other solutions before working with us? What happened?
Why did you choose our products/services?
Describe how you implemented our solutions, whether you encountered any challenges along the way, and how we helped resolve them.
How are you benefiting from our products/services? Please provide specific results and success metrics.
Would you recommend our products/services to others? Why?

7. Schedule your interviews.

For each case study, schedule 30- to 60-minute interviews. During each interview, you’ll want to get detailed answers to the questions you emailed. Most importantly, don’t rely on emailed responses. You won’t be able to get the information and quotes you need to create high-quality content. Remember, if you start with full video interviews, you’ll be able to repackage them into other assets.

8. Conduct your interviews.

If you’re creating video case studies, you’ll want to be sure you and your customers have good lighting and professional-looking backgrounds. In particular, poor lighting can ruin your best efforts. Take advantage of free, natural lighting. If you have the budget for it, you can hire a videographer for half- or full-day shoots. But those costs can add up quickly, especially if you’re interviewing multiple customers.

As an alternative, you can use a video editor and maker and save a bundle. Many apps are free for basic features. Most have built-in artificial intelligence that makes it easy and quick to create great video content. Examples include:

Whether you hire a pro or shoot videos yourself, you can upload the files to a speech-to-text tool, such as Otter.ai or Transcribe . These tools generate written interview transcripts quickly. With the transcripts in hand, you’ll be able to create short- and long-form stories, blog posts, social media posts, customer testimonials and sales materials.

If you’re not going to create video case studies, you’ll still want to record your customer interviews. That way, you’ll be able to capture everything they say. You can use Microsoft Teams , Zoom or other videoconferencing software to record and transcribe your conversations.

When you finish your interviews, be sure to thank your customers for their time. Then, tell them you’ll send drafts to them for their feedback and edits. Let them know when they can expect those, whether they’re videos, written content or both.

9. Create your B2B case studies.

Whether you create case studies as videos or written content, keep in touch with your customers so they know where you stand. Follow the schedules you gave them. If the process takes longer than you anticipated, share appropriate updates and new deadlines. Your customers went out of their way to help you, so don’t leave them hanging.

No matter what format(s) you use:

Focus on impressive outcomes your products/solutions provided
Be concise – no one will watch a five-minute video or read 1,000 words
Engage buyers with eye-catching graphics and images
Include a call to action

10. Manage reviews and approvals.

The review and approval process for B2B case studies can be labor- and time-intensive, so plan ahead. If possible, hand it over to one person on your team, who can be the liaison for your business and your customers. Your customers need to see and approve the content before you publish anything, including videos and written material.

Don’t accept verbal approvals from your customers – get them in writing. This will protect all parties if any questions arise about who approved what and when. And keep the edited versions in case you need to refer back to them.

11. Promote your case studies.

When you publish your B2B case studies on your website, assign a unique link for each story. Then, send the links to your customers. Ask them to share your content on their sites so that you can get more mileage from your marketing efforts. High-quality back links will increase your ranking on search engines and improve your site’s visibility in search.

Furthermore, make it easy for your customers to share your case studies on their social channels by sending them suggested social post copy. Remember to promote your case studies in your company’s e-newsletter, email campaigns, social media posts and blog posts. Include quotes, compelling statistics and images or graphics to increase engagement.

12. Start working on the next round.

Keep adding customer success stories to your pipeline so that you have a steady flow of content for your marketing and sales teams. Buyers tend to look for case studies in their niches. If you can personalize your case studies for specific industries, you’ll inspire buyer confidence that you’re the right brand for their needs.

The B2B case studies below are excellent examples to review for inspiration. Learn why they stand out and get effective strategies that you can use in your case studies:

1. Accenture: AXA

The AXA case study is powerful because it gets to the point quickly. Accenture summarizes the customer challenge and solution in the first paragraph. Readers learn more about the solution and results without a wall of words. In addition, the dark screen makes the copy and graphics pop.

A screen capture from an Accenture case study shows the impact short paragraphs make.

Finally, the case study calls out the results to show that Accenture’s solution helped AXA achieve its goals.

A screen capture from an Accenture case study underscores the importance of including measurable success metrics.

What you can learn from this and do:

Tell a strong story concisely.
Appeal to skim readers with subheads and short paragraphs.
Provide specific success metrics.
Humanize your brand with people photos.

What they could have done better:

Include a CTA: After the results, buyers are left hanging with the website footer menu. This would have been the place to tell them what to do next. Be sure to encourage buyers to take action, such as downloading a white paper or contacting you to learn more.
Include at least one customer testimonial: Testimonials are essential proof that brands deliver on their promises and meet customers’ expectations. Always aim to quote decision-makers because their feedback is more persuasive than that of low-level stakeholders.

2. Salesforce: Ponce Bank

Brands must work hard to get people to read beyond headlines and bullet points. Salesforce succeeds in doing that with its Ponce Bank case study .

A screen capture from a Salesforce case study underscores how including a benefit-driven headline and teaser, and a client video work together to make a compelling statement.

In particular, the customer video engages buyers immediately. In less than two minutes, the bank’s professionals explain their challenges and how Salesforce helped them. Those who’d rather read the story can get the details in two paragraphs: “What you need to know” and “Why it matters.” The customer testimonial reinforces the results, as does the three bullet points in the “What the difference looks like” section below the quote.

A screen capture from a Salesforce case study shows how effective it is to back up results with a client testimonial.

But even if buyers only look at the headline and subhead, “See how unifying data from 54+ systems .. builds smarter, deeper, trusted relationships,” they learn the customer benefit. And notice how these elements are up top to avoid scrolling? It’s a smart, effective strategy. No matter what devices buyers use to access the case study, they see these two points.

Condense each customer problem and strongest result into a short headline or teaser that you place at the top of your case study.
Structure your content with the most compelling, high-level information first. Provide more details in subsequent sections.
Appeal to buyers in the ways they prefer to consume content by having a mix of video, copy and graphics.
Improve trust in your solutions by including a written testimonial if video isn’t an option for you.
Include a CTA: The Ponce Bank case study doesn’t have a direct CTA, but it includes links to the relevant Salesforce products.

3. Dell Technologies: ATN International

Dell Technologies makes the most of its full-width ATN International case study by putting the customer need, Dell’s solution and the No. 1 result at the top.

A screen capture from a Dell Technologies case study underscores the importance of short problem, solution and results content.

To increase engagement, the company included a customer testimonial, a button to download a PDF for the full story and a video of the chief information officer at ATN International talking about Dell Technologies’ solution.

A screen capture from a Dell Technologies case study represents how video and PDF assets work together to help attract buyers.

Next, the case study highlights other results ATN achieved in the “Business Results” section. Having three to four customer outcomes per case study is ideal. Finally, Dell includes CTAs for its relevant solutions. Another nice touch: The company invites buyers to get answers to their questions in multiple ways.

Make it easy for buyers to find your customers’ challenges, your relevant solutions and the outcomes.
Give buyers the option to read a full-length PDF for each case study should they want to delve into the details.
Increase engagement and SEO benefits with strong CTAs that drive buyers further into your website.
Avoid redundancy: Stating that you reduced a customer’s costs by 20% is great, but it’s overkill to include it three times. An easy fix would be to feature a different testimonial.

4. SAP: Nestlé S.A.

SAP immediately targets buyers who prefer to see and hear customer results by putting a link to its Nestlé S.A. video case study in the header image. With such a recognizable brand win, SAP is banking on the power of video to sell the story. As a result, the company features two additional videos on the page.

The header image from an SAP case study represents video's importance for engagement.

But SAP knows it can’t rely on video alone. It expands the story with big results, three written testimonials and a full-length challenge, solutions, results narrative. Those who don’t want to read that much content will find the list of customer benefits and relevant SAP solutions at the end. Yes, this is a lot to wade through, but it’s a marquee customer, and SAP wants to make the most of it.

A screen capture from an SAP case study shows how video and client testimonials add interest.

If your customers include enterprise brands, approach them for case studies first. Getting commitments often takes longer than with lesser-known businesses. And if they agree to participate, create as many assets as you can for your marketing and sales efforts.
Break up long copy blocks with subheads, bulleted lists, infographics, testimonials and images.
Include a clear CTA: While SAP might consider the links to its solutions/services to be sufficient, they’re buried at the bottom in a long list. In addition, when you give buyers so many choices for next steps, it can overwhelm them.

5. Sendoso: PatientPop

In its PatientPop case study , Sendoso makes it clear what it wants prospects to do: book a demo. The CTA appears at the top and bottom of the page. Some marketers might object to putting a CTA before the “meat” – meaning social proof that the platform works. But the first reference appears immediately under the benefit-driven headline and teaser, so I don’t think it’s an issue.

A screen capture from a Sendoso case study underscores how a book demo call to action works at the top of the page.

Sendoso gets to the challenge, solution and results quickly. The story is an easy read, with short paragraphs of one or two sentences each, mixed in with customer quotes. It ends with a ringing endorsement for Sendoso. The CTA that follows is a natural request after such a positive narrative.

A screen capture for a Sendoso case study represents how to make a big statement with minimal text.

Asking buyers to complete one activity will get you a better response rate than if you bombard them with multiple requests. If you use a case study to ask them to contact you, register for a webinar, read your latest blog post and check out your user guides, you’ll overwhelm them.
Include a video synopsis or video testimonial: B2B marketers are increasingly shifting their focus to video because it attracts a broader audience than copy-only case studies.

If you can develop case studies for all of your audience segments, you’ll be able to target and attract more buyers than if you generalize. Prospective customers want content that speaks to their individual industries and needs. In short, add strong sorting capabilities on your site so that buyers can find what they’re looking for quickly.

For example, buyers can search for SAP customer stories by industry, product, country and company size. And they can enter a keyword or phrase in the search field. These options make it easy to home in on precise results.

A screen capture for SAP's B2B case studies represents how the company uses filters to help people home in on specific categories.

Meanwhile, Dell Technologies uses a similar approach, with filters for industries, topics, location, products, solutions and services.

A screen capture from Dell Technologies represents how the company uses filters for its B2B case studies.

For the last example, Sendoso takes a different approach for its case studies. Buyers can select a specific topic from the “jump to” menu at the top to access the content within those categories.

A screen capture of Sendoso's case study search page represents how the company allows people to find case studies by topic.

Case studies are an important part of the customer journey. They help convince prospective customers that you deliver on your promises. B2B buyers want to know that your products and services will provide real benefits and results. By sharing concrete examples and strong outcomes, you’ll earn buyers’ trust – and their business.

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

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.

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.

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.

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.

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?

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.

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 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.

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?

Startup Story: How We Got 5000+ B2B Users in One Year
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LinkedIn Marketing: 20 Ways To Use LinkedIn To Grow Your Business

Tags b2b Case studies Case study example Marketere marketing Marketing case study Sales sales example sales guide

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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How to Create a B2B Case Study With Our 3-Phase Approach

Written By Linsey Knerl
Updated: November 17, 2023

Case studies close deals.

They’ve been a staple of the marketing world since John Deere first launched “The Furrow” in 1895, even if no one called them that at the time. Got a problem? We have a solution. Let us tell you about it.

Sure, marketing has evolved since then — but human nature? Perhaps not so much. We are still a “prove it” society, especially when it comes to spending our money. Case studies are proof that your product or service works.

What makes a good B2B case study? How do you create one? This guide breaks the process into three easy-to-follow phases to help you create the perfect B2B case study for your business.

What is a case study?

A case study is a sales and marketing tool. It’s a type of report in which Company A tells the story of their successful partnership with Client B. Case studies follows this format:

Challenge. What business problem was Client B having? What stood in their way of reaching a business goal?
Solution. Highlight the solution your brand provided.
Results. Demonstrate success with metrics.

Case studies are also known as “customer stories” or “success stories”. Design-wise, they run from quick one-sheeters to fully designed PDFs.

Learn More: What Is a Customer Story?

Why are B2B case studies important?

Case studies provide sales prospects with proof that your product or service can help them solve their business challenges and meet their goals.

B2B sales cycles are typically long and complicated, and the product or service in question is usually costly. In a recent Gartner survey, 77% of B2B buyers said their latest purchase was “very complex or difficult.”

In B2B sales, you’re trying to influence an entire group of decision makers rather than a single consumer, which complicates the process. The same Gartner survey found that there are 6 to 10 people involved in the decision to purchase a complex B2B solution.

Now consider how these decision makers are gathering information about you and your competitors.

They’re online, of course. According to Zippia , 67% of the B2B buyer’s journey is done digitally, and more than half of prospects rely on helpful content (such as case studies) for their research. Gartner predicts that by 2025, 80% of B2B sales interactions will occur on digital channels.
They’re looking on social. No surprises here either. Seventy-five percent of B2B buyers and 84% of C-level executives use social media to research purchase decisions, according to an IDC report .
They want you to help them with their decision. According to Gartner , when prospects believed that vendors were providing them with helpful information, they were 2.8 times more likely to experience a high degree of purchase ease and 3 times more likely to buy a bigger deal with less regret.

Following up a pitch with a case study (or two or three) is part of the proof-providing and relationship-building processes that lead to large B2B purchases.

Master B2B Case Studies in 3 Steps with our in-depth guide !

How do case studies fit into your overall digital marketing strategy?

You need content for all stages of your funnel . Case studies are decision-level content for your buyer’s journey. They demonstrate the value of your product or service and showcase your company as an innovator and problem-solver.

What’s the difference between ebooks, case studies, and white papers?

While each of these is (typically) long-form content (1,000+ words… ish ), their goals are slightly different.

Ebooks are deep dives into a certain topic. The subject matter warrants more pomp and circumstance than a typical blog post provides. These might be gated (“gated” means the content in question is held behind a form-fill and the user must give you their email address to access your content).

Case studies , also known as customer stories, use a “challenge/solution/results” format to demonstrate how a product or service helped a client. Don’t gate these. Case studies are decision-level content that help prospects make a purchasing decision. They should be able to access your case study with ease.

White papers are more formal pieces of thought leadership in which a company explains a trend or makes predictions. Claims are backed by reputable and primarily academic sources. Again, no gating. Make it easy for users to access your white papers.

Learn More: Understanding Case Studies, eBooks, and White Papers

How to write a B2B case study in 3 phases

When you’re staring at the metaphorical blank page, the process of putting a case study together seems overwhelming. It’s detailed, for sure, but we’ve broken it down into three phases, each comprising several steps. Follow our process to create a stellar B2B case study.

Phase 1: Prep

Step 1. decide on the customer’s story.

There are two things to consider when figuring out a customer story to feature:

What are your prospects struggling with? What are their common pain points?
Compare that with your most successful client relationships. Whom did you recently help? Remember — they need to have remarkable results you can showcase, too.

Keep in mind: Case studies are more effective when you name the client you helped. Unfortunately, for various reasons, sometimes a client won’t let you use their name, forcing you to do something like, “We helped a client in the content marketing software space,” rather than, “We helped ClearVoice.” If you can, pick a client who agrees to be named and quoted (more on quotes below). It’s just a better experience all around.

Step 2. Gather your stakeholders

How many people you need to pull into your case study depends on the size and mechanics of your company. If you’re a one-person show and this is all on you, then advance to the next step. If you work in a larger operation, you’ll need input from:

The client’s main point of contact at your company (likely an account manager)
Anyone else who serviced the account
A data analyst (or whoever handles data and metrics for this customer)
The client and their stakeholders
Any C-suite execs on both sides who have wonderful things to say about this relationship (for quotes)

These job titles may look different at your company. Tailor this step for what makes sense for you.

Step 3. Create a questionnaire

You can distribute the questionnaire via email or use it to guide a real-life conversation. It doubles as an outline for your case study, too.

Ask the client:

What business challenge were you experiencing?
Have you tried to solve this problem before? What were the results?
What solution(s) did we offer?
How did we stand out from our competitors?
How was the implementation phase of our product or service?
How has our product or service helped?
Did we meet your expectations?
Please demonstrate success with key performance indicators (KPIs).

Ask your team:

What were your initial thoughts when you first talked to the client and heard their challenge?
What solution did we offer? What were your goals with our solution?
How did the implementation phase of our product or service go?
Did we meet the client’s expectations?
How has our product or service helped this client?

When you send the questionnaire or hold the meeting, make sure the client and higher-ups know that you need a quote that speaks to the partnership’s success.

Step 4. Set tasks and timelines

Send out your questionnaire and/or schedule your meeting to discuss the above. Make sure everyone knows what they’re tasked with and their due dates.

Once you’ve received everyone’s input, it’s time to move to Phase 2.

Phase 2: Write

We know you’re intimidated by the “W” word, but don’t be. As mentioned earlier, case studies all follow this basic format:

This alleviates the need for you to come up with anything super special here. Just follow this basic outline for your B2B case study:

1. Introduce the client

Give some background about their situation. How long have they been in business? How many employees do they have? Where are their headquarters?

2. Present their challenge

Spend a few paragraphs detailing the client’s problem before using your product or service. What goals were they trying to achieve, and what was standing in their way?

3. Share your solution

In two to three paragraphs, tell us how your product or solution helped solve the client’s problem. Explain why the client chose you and how doing so improved business for them. Keep the focus on the client and their success.

4. Show results

This is the proof/pudding step. Show how your solution led to tangible results. Give us metrics. Here are three examples from various B2B case studies:

5. Include quotes and visuals

These elements add personality and credibility to your study. Find a few nuggets that speak to the success of the relationship and feature them prominently. Graphs, charts, and individual data points make for good custom graphics that can liven up your case study. As you flesh out the story, think about which data points would make for good custom graphics. Call these out in a comment for your designer.

6. Don’t forget the call to action

Every piece of content needs a CTA . Tell the reader what to do next. Seeing as case studies are usually consumed farther down in the customer journey (i.e., mid-to-bottom level of the funnel), go with a CTA that’s appropriate for that stage. A few that might make sense for you:

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7. Send your case study for review

Once you’ve written, edited, proofread, and agonized over your work, it’s time to send your draft for review. Make sure every stakeholder has a chance to comment on the content. It’s not unusual for it to take several rounds before all the wrinkles are ironed out. Once you have the final version that everyone’s happy with, it can go to design.

Phase 3: Promote

Unfortunately, you can’t just publish your case study to your site and watch the leads roll in. Phase 3 is about promoting your case study.

Promote it on your site, blog, and social

If you don’t have a dedicated case studies page on your site, consider adding one. Seasoned B2B buyers know to head straight there for real use cases. At ClearVoice, our case studies (we call them “customer stories”) can be found in the top navigation bar:

Pull some of the quotes from the case study and sprinkle them throughout your site, especially on relevant product pages. These serve as testimonials. Design them into quote cards, and you can post them on social (if you don’t have a graphic designer, try a tool like Canva or Snappa to create these yourself).

Promote your case study on your blog and on your social channels. To better resonate with your target audience, make sure to call out the common pain point and the solution in your leads and posts. Tag your client and link back to the case study.

Don’t forget to follow your social channels closely after you post. The more chatter your post gets, the better visibility it receives.

Include them in a relevant email campaign

Case studies are excellent content for an email nurture campaign. According to the Content Marketing Institute , 81% of B2B marketers say email is their most used form of content marketing. They’re also a good way to reconnect with a prospect who has gone cold.

Make sure your sales team has them

We’ve never met a sales team that didn’t love a good case study. Some have even been known to (brace yourself) print them and take them to trade shows, meetings, etc. Marketer Neil Patel says he used case studies to increase his deal closing ratio by 70% and his sales by a whopping 185%.

Include them in pitches and proposals

Always include at least one relevant case study (two or three is better, but no more) with your pitches, proposals, follow-up sales emails, etc. As stakeholders continue to hear pitches and research solutions, your case study is social proof that yours works.

5 case study examples we like

1. fractl and porch.com.

This case study is called How Fractl Earned Links from 931 Unique Domains for Porch.com in a Single Year . It’s an excellent example of the power of bold graphics and clean design. Note how clean the client quotes look.

2. Think With Google and SEMRush

How to promote a complex product on YouTube: Inside one company’s winning strategy . This case study from the SEO tool SEMRush is fairly long at almost 1,300 words —and that’s OK. Don’t shy away from complicated topics that need more space to explain.

3. AppSumo and SEO Buddy

How SEO Buddy Made $90K Through 1,700 Customers Found on AppSumo . This case study does an excellent job of boiling key points down to digestible pieces while maintaining visual integrity.

4. FormAssembly and UtmostU

Nonprofit Organization Reduces Manual Work by 50% with FormAssembly’s Data Collection Platform . Who doesn’t want to reduce their workload by 50%!? This case study puts the value proposition right in the headline, and it works beautifully.

5. ClearVoice and GLOBO

Helping a Language-Services Provider Become a Greater Force for Good . Oh look, ClearVoice made the list All of our customer success stories follow the same format and are about the same length. This standardizes the research process for prospects, who can easily find the information they need as they tab through our studies.

Get Help Creating Your Next B2B Case Study

ClearVoice partners with hundreds of talented and vetted content writers and strategists who can create the B2B case study you need for your industry. Reach out to a ClearVoice content pro today .

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8 Case Study Examples to Close Sales Faster [+ Tips & Templates]

Updated August 2024: Marketing case studies are powerful tools for B2B SaaS companies to close bigger deals faster. To ensure that you’re consistently producing compelling stories, review SaaS case study examples from other companies regularly to see what they do well (or not).

Did you know that SaaS marketers ranked case studies the #1 most effective marketing tactic to increase sales in 2024—ahead of general website content, SEO, blog posts, social media, paid ads and other tactics?

Case studies are the #1 marketing tactic to increase sales for SaaS companies.

This is yet another reason why it’s important to check out SaaS case study examples regularly.

How do your competitors’ SaaS case study examples stack up?

Over 82% of tech marketers use sales case studies, so there are a lot of customer success stories to choose from. You can hone in on your specific industry to identify SaaS case study examples that showcase best practices and trends. See what other SaaS companies excel at and where they could improve. And save good sales case study examples in a swipe file to draw inspiration from.

Case study examples: Over 82% of tech marketers use case studies. Do you?

Use SaaS case study examples for inspiration

As a busy SaaS marketer, you may feel strapped for time when it comes to finding sales case study examples to review. Well, you’re in luck because we’ve done the legwork for you. We found 8 SaaS case study examples and analyzed them to see where the story hits the mark and where it falls short.

The purpose of critiquing good SaaS case study examples is to help you see that even the top dogs aren’t untouchable. We can all learn how to write a case study from what they do well with their content and what they need to work on.

8 SaaS case study examples to learn from:

ServiceChannel

SaaS case study example 1: ServiceChannel

ServiceChannel case study example: Freshpet

ServiceChannel provides facility managers with a single platform to source, procure, manage and pay for facility maintenance and repair services from commercial contractors. The company is currently used daily by 500+ brands to manage over 50,000 contractors at 300,000+ locations in 63 countries.

Check out the sales case study example we’re critiquing: Freshpet Cuts Out Middleman for Asset Management, Improves Operations and Increases Customer Satisfaction .

What worked well

1. strong executive summary:.

SaaS case study examples like this one kick off with an introduction to the customer’s business, and call out the benefits Freshpet received from working with ServiceChannel, as well as a few quantifiable results. It’s an excellent example of an executive summary that provides a concise overview of the case study, giving the reader the highlights right away.

2. Defined structure and rich detail:

The SaaS case study example clearly flows through Freshpet’s challenges and goals, as well as the solutions, benefits and results that the company got from working with ServiceChannel. The challenge section paints a compelling picture of Freshpet’s pain prior to working with ServiceChannel, and the solution section also includes why Freshpet chose ServiceChannel as a vendor—a valuable detail that’s often missing from case studies.

3. Various design elements:

ServiceChannel understands that no matter how powerful the storytelling in a case study is, you need quality graphic design to grab and keep your reader’s attention . This SaaS case study example hits the mark by incorporating strong design such as imagery, icons, bulleted lists and pull quotes.

4. Useful metrics:

This story includes several case study metrics to measure Freshpet’s success after implementing ServiceChannel’s solution. For example, it shows how Freshpet increased asset management efficiency by 53%.

In addition, the statistics highlight where Freshpet started out for additional context: “The same number of Freshpet staff and contractors who had serviced 13,000 refrigerated units now service 18,000 to 20,000 units.”

What could be better

1. title choice:.

The current title of this SaaS case study example is trying to touch on several points. The title would be more focused and impactful if ServiceChannel used a statistic and added its company name, for example, “Freshpet Increases Asset Management Efficiency by 53% with ServiceChannel.”

2. Links to products:

There are no links driving users to ServiceChannel’s product pages. This would be a useful addition to enable readers to more easily learn about products they’re interested in with a simple click, rather than making them do the work of navigating on their own.

3. Customer quotes:

The only 2 quotes in this case study are the pull quotes. Quotes are important to include to illustrate the customer’s perspective in their words. However, the case study would feel like more of a story with personality if ServiceChannel had included more customer quotes throughout the body text.

4. Call to action (CTA):

The call to action is buried at the bottom of the page, underneath the “Related Content” section. As a result, most readers likely miss it. Try moving it up to a more prominent spot within the story. A CTA should use specific language that speaks directly to your prospective customers , as well as smart design (including colour and large text) to make your words pop off the page.

SaaS case study example 2: Zenefits

Zenefits case study example: Skilljar

The Zenefits People Platform brings everything HR related into one simple, single app. The company’s platform is designed to be comprehensive, but not overly complex. It puts benefits, payroll and HR access in the pockets and at the fingertips of employees.

Check out the SaaS case study example we’re critiquing: Customer Education Company Taps Zenefits to Level the Playing Field for Talent in Seattle

1. “Above the fold” section

The case study title, hero image and fast facts box are visually engaging and immediately draw the reader into the story. These elements pop on the lightly coloured web page background. This part of Zenefits’ case study is an excellent example of case study design .

2. Compelling hero image

The image at the top of the SaaS case study examples like this one showcase the “people first” aspect of HR that’s integral to both Zenefits and its customer, Skilljar. The image is dynamic, colourful, and the people in the shot look happy and engaged.

3. Fast facts box

This graphic element is brightly coloured and eye-catching. It also showcases important information such as the size of the customer company, Skilljar, and the Zenefits products that Skilljar purchased.

4. Call to action (CTA) button

The orange “Try It Now” CTA button at the top right corner of the web page contrasts well with the white background, and stays in place as you scroll through this case study example. The CTA is obvious and clear .

5. Strong introduction

This case study intro clearly explains what type of organization Skilljar is and why there is a need for the company’s services in the marketplace.

6. Identifiable sections

The challenge and solution sections of this SaaS case study example are clearly marked, enabling the reader to follow along with the story easily.

7. Pull quote

This is another example of great design, with graphics and an image to accompany the pull quote. Providing a headshot of the customer helps offer added social proof. The quote itself is also compelling and mentions Zenefits.

8. Customer testimonials

This case study example features several good customer testimonials throughout, which speak to the impact Zenefits has had on Skilljar’s business. This is important because customer quotes carry more credibility with readers (potential prospects) than a company’s own version of a story.

9. Closing CTA

In addition to the CTA button at the top of this case study, there’s a second CTA at the bottom of the page that offers the option to read customer stories, then talk to an advisor or try a product demo. It’s visually engaging with bright colours and clean design, communicating Zenefits’ message clearly and drawing the reader in.

1. Title choice

The case study title is a bit long and clunky, and should include a stat for greater impact. For example, the title could mention that Zenefits helped Skilljar triple the size of its workforce.

2. Challenge section

This part of the case study doesn’t really describe the customer’s challenge before using Zenefits’ software. Rather than simply touching on Skilljar’s opportunity to improve, the challenge section should illustrate how much time and money it was costing the company by not having Zenefits. The section should also incorporate a customer quote.

3. Solution section

The beginning of this section of this SaaS case study example would be stronger if the vendor selection process stood alone in a separate section, explaining why Zenefits stood out from other vendors.

In addition, the section doesn’t really touch on the software solution itself until several paragraphs in. Be sure to link to product and service pages within your site to help the reader move through the buyer’s journey (and to improve SEO).

4. Results section

This section should fall clearly under a header that says “Results” instead of the solution section of the case study. In addition, it could use more statistics to emphasize the pros of Zenefits’ solution—for example, how much time Skilljar has saved in the hiring process by using Zenefits.

SaaS case study example 3: AppDirect

AppDirect case study example: ADP

AppDirect ’s end-to-end cloud commerce platform connects channels, developers and customers to simplify the digital supply chain. The company enables its customers to onboard and sell products with third-party services—for any channel, on any device, with support.

Check out the SaaS case study example we’re critiquing: ADP Streamlines HR Operations for Companies Worldwide .

1. Overall design

This case study uses strong visuals to enhance the customer story and break up the text, including a video in the header, a sidebar, short paragraphs, lots of white space, a graphic element and a pull quote. It’s clear that AppDirect knows that strong design keeps readers engaged .

2. Customer video

This brief clip gives the reader valuable background information on what ADP does and what the company’s pain points were before working with AppDirect. This is a great feature for audiences who prefer to consume video content rather than read text.

3. Useful sidebar

The sidebar in this SaaS case study example provides helpful information, offering insight into the longevity of the relationship between AppDirect and ADP, as well as the scale of ADP’s business.

4. Pull quote

The customer pull quote acts as a strong visual call-out on the page and explains the value that AppDirect has brought to ADP from the customer’s perspective. This is important because it means more to readers to hear your customer’s opinion of your company than your (possibly biased) opinion.

5. Call-to-action options

It’s essential to include an obvious call to action (CTA) at the end of your case studies. This piece features an interesting series of CTAs for different use cases.

While the title of this case study example nods to the results ADP got from working with AppDirect, it would be stronger if it included a statistic and mentioned AppDirect by name.

This part of the case study reads like an introduction. The section explains what ADP is and what the company’s goals were when it sought out AppDirect, but doesn’t outline ADP’s pain points before implementing AppDirect. The pain points are only mentioned in the video. This challenge section should be changed to an introduction, and a true challenge section should be added for a stronger case study format .

3. Vendor selection and implementation section

The written portion of this SaaS case study example doesn’t explain why ADP chose AppDirect or how the implementation process went. The customer mentions this in the video, but including this information in the text would be an opportunity for AppDirect to further highlight its value for readers who skip the video.

4. Hard numbers

The results section of the case study could use statistics to drive home the benefits of working with AppDirect. Hard numbers are more impactful than qualitative statements.

SaaS case study example 4: Expensify

Expensify case study example: Philz Coffee

Expensify is the world’s most widely-used receipt tracking and expense management app. The company helps its customers ditch spreadsheets so they have more time to focus on what really matters.

Check out the case study example we’re critiquing: Philz Coffee – Mission: Happiness .

1. Informative image caption

The small caption on the case study header image tells the reader that Philz Coffee has been an Expensify customer since 2014, offering insight into the strength and longevity of the companies’ relationship.

2. Useful executive summary

The ‘At a Glance’ summary shows which Expensify product Philz purchased, and highlights the features that Philz Coffee loves about Expensify, as well as what results the company achieved by using Expensify’s product. This executive summary provides valuable information for the reader before they even dig into the case study.

3. Descriptive customer quotes

This SaaS case study example effectively illustrates Philz Coffee’s pain points in the customer’s words, enabling readers to consider their own challenges and envision themselves benefitting from Expensify’s solution.

4. Strong design elements

It’s important to consider several key design elements in your case study examples. Expensify’s case study on Philz Coffee uses a branded customer image and two pull quotes to break up the text. In addition, the piece is written in short paragraphs that are easy to scan, in keeping with best practice for web readability.

5. Specific sections

The most powerful SaaS case study examples clearly lay out the steps of their customer’s journey. Expensify’s case study on Philz Coffee uses headers that explain what each section is about and walk the reader through the journey in a structured format .

6. Clear call to action (CTA)

At the end of this case study, a prominent CTA invites the reader to enter their email address and sign up as an Expensify customer. An additional CTA, “GET STARTED TODAY” also appears as a button in the top right corner of the case study. These elements guide the reader to the action that Expensify wants the reader to take next.

Expensify case study call to action (CTA)

1. Title structure

This section of the case study example would benefit from a rework. While the words “CASE STUDY” appear at the top in small print with the Philz Coffee logo underneath, it isn’t clear if “Mission: Happiness” is the title or a section header. This particular wording doesn’t explain what the case study is about or highlight the results Philz got from working with Expensify.

“Philz Coffee reduces expense reporting time from days to hours with Expensify,” is an example of a strong title that names the customer and Expensify, and calls out quantifiable results. This would work well in the blue header area, while “Mission: Happiness” could remain as the introduction header.

2. Link to customer’s website

The case study should include a link to Philz’ website so that the content is a win-win for both Expensify and the customer. It’s important to help promote your customer so that they can benefit from the case study, too.

3. Challenge/solution/results flow

The customer journey could be better defined. The header “Sweeter with Netsuite” should use challenge-focused wording, and this section should focus only on the customer’s problem. While the section does begin this way, it changes gear to talk about the results. Directly afterward, the case study backtracks to talk about the implementation process. It would make for a clearer flow if the results were not mentioned until after the implementation section.

4. Links to other customer stories

It would be beneficial to include links to other Expensify case studies for readers who want to find out more about others’ experiences before signing up. While the case study does feature a sidebar that links to a customer page, call-outs to specific stories would add greater value.

SaaS case study example 5: GitLab

GitLab case study example: Fanatics

GitLab is a complete DevOps platform delivered as a single application. The company is changing the way development, security and ops teams collaborate and build software. From idea to production, GitLab helps teams improve cycle time from weeks to minutes, and reduces development costs and time to market.

Check out the SaaS case study example we’re critiquing: GitLab offers Fanatics the CI stability they were searching for .

1. Strong title

This benefit-driven title mentions both GitLab and its customer Fanatics. The title is also paired with a subtitle that further explains the results Fanatics got from GitLab’s solution.

This is an essential element for every case study because it gives the reader an immediate understanding of your service. The section at the top of the Fanatics case study is easily digestible and includes information that sets the stage for the reader, such as:

fast facts about GitLab’s customer Fanatics
a brief overview of the solution
statistics to demonstrate results

3. Structured flow

This case study example clearly guides the reader through specific challenge, solution and results sections, with subheaders for each section that summarize what the reader will learn about.

4. The customer is the hero

Making your customer the hero in your case study —as opposed to tooting your own company’s horn—is an excellent way to achieve resonance with your readers. GitLab makes the interviewee, Fanatics’ cloud tech lead Guilherme Goncalves, the hero by highlighting how he advocated for change in his organization.

5. Convincing quotes

GitLab uses several customer quotes to tell the story from Fanatics’ perspective, adding detail, credibility and personality to the case study. This is a solid tactic because it allows the reader to hear straight from the customer why they recommend GitLab’s service.

6. Call to action (CTA)

This SaaS case study example features a bar with a button to sign up for a free GitLab trial. The CTA appears at the bottom of the page and stays in view as the reader scrolls through the content.

1. Statistic in the title

Using a hard number in the case study title would help drive home the results that Fanatics got from GitLab’s solution.

2. Product link

Including a link to the continuous integration (CI) product that Fanatics purchased would guide the reader in a specific direction to learn more about GitLab’s offerings.

3. Pull quote

Adding a visual call-out between two of the sections would break up the case study text and give more weight to the story from the customer’s perspective.

4. Design elements

Solid case study design is essential for grabbing and keeping your reader’s attention. GitLab could consider adding a headshot of the case study interviewee alongside a pull quote, which helps deliver instant credibility. A data illustration would also be useful to help visual readers process the numbers in the solution section.

5. A look to the future

A paragraph on what’s next for Fanatics would help demonstrate how customers can grow with GitLab.

6: CTA above footer

While the case study CTA remains visible as the reader scrolls 95% of the page, it does disappear when the reader scrolls into the page footer itself. GitLab could address this so that the CTA is visible 100% of the time.

7. Additional content

Including a call-out linking to other customer stories would be valuable for readers who want to find more information before signing up for a free GitLab trial.

SaaS case study example 6: ServiceNow

ServiceNow case study example: SAP SuccessFactors

ServiceNow makes the world of work, work better for people. The company delivers digital workflows that create great experiences and unlock productivity. ServiceNow’s IT service management (ITSM) and IT business management (ITBM) technology helps customers modernize IT, drive efficiency and enhance user experience.

Check out the SaaS case study example we’re critiquing: Delta Air Lines Launches Services Portal with ServiceNow .

1. Prominent metrics

ServiceNow case study examples feature three metrics at the top of each story, immediately highlighting the value that the company’s products delivered to Delta Air Lines. The case study also includes more results in the form of hard numbers throughout the story.

2. Useful sidebar

The sidebar near the top of the case study provides educational ‘fast facts’ about the customer, Delta Air Lines. The sidebar also travels down the page with the reader as they scroll so that they can access the links to ServiceNow’s products at all times.

3. Strong quotes and testimonials

The customer quotes and testimonials successfully paint a picture of the pain points that Delta Air Lines was experiencing prior to working with ServiceNow, and why the company needed to implement a technology solution.

4. Clear structure

This case study example clearly outlines Delta Air Lines’ challenges, then highlights the solutions provided by ServiceNow and the benefits the customer gained from ServiceNow’s products. The piece ends with a look to the future for Delta Air Lines, mentioning how ServiceNow’s solution will help the organization achieve its goals. This case study format creates a flow and helps the reader understand where they are in the story.

5. Pull quote

The pull quote in the middle of the case study offers a visually compelling element that breaks up the text.

6. Call to action

This SaaS case study example ends with a clear, prominent and compelling call to action (CTA) at the bottom right where the story finishes. This guides the reader to the action that ServiceNow wants them to take next—to explore demo videos.

The title of this case study example does not read smoothly, which makes it difficult to digest. It also doesn’t mention ServiceNow or include a statistic. Try to be more compelling with a results-oriented title .

2. Flow of quotes

The challenge section of this case study example relies too heavily on quotes to tell the story, using three quotes in a row to illustrate the problem. Alternating between a regular paragraph and a quote from the customer interview makes for a more dynamic flow and enables customer quotes to have a greater impact. This approach also ensures that a case study does not simply repeat quotes from the interview to tell the story.

3. Lack of metrics in Results section

The Results section of the case study lacks metrics, despite the fact that there are great numbers showcased just under the title. Add metrics or KPIs to the body text to help provide the reader with a concrete picture of what they could expect if they started using ServiceNow.

ServiceNow case study - lack of metrics in Results section

SaaS case study example 7: Splunk

Splunk Case Study example: Domino’s Pizza

Splunk is a data-to-everything platform that helps organizations ask questions, get answers, take actions and achieve business outcomes from their data.

Check out the case study example we’re critiquing: Domino’s Reveals Splunk as Its Secret Sauce

1. Title and subtitle combo

While different from typical SaaS case study examples, the title and subtitle are fun, clever and on-brand for Splunk. However, we would have liked to see “Splunk” in the title—for example, “Revealing the Secret Sauce: How Splunk helps Domino’s Pizza maintain position as the world’s #1 pizza company. (Psst, it’s the data.)”

2. Video content

We all consume content differently. Splunk made a smart move by placing a video CTA right under the title of its case study examples. This is great for folks who would prefer to watch the story unfold rather than reading it. (See screenshot above.)

3. Testimonial graphics

Customer testimonials are not only more credible than a company singing its own praises—they also bring a story to life with personal anecdotes. The testimonials in Splunk’s Domino’s case study evoke emotion and stand out well with a strong blue background.

4. CTA buttons

We give Splunk a thumbs up for offering 2 CTA options for readers at different stages of the buyers’ journey, with “Talk to Sales” as the bolded option.

5. Engaging visuals

This SaaS case study example is full of relevant images that set the scene (pizza!) and fun infographics that add value by helping to illustrate the story and communicate the facts.

6. Strong storytelling

It’s evident that Splunk’s team knows how crucial storytelling is in capturing a reader’s attention. This case study is well written and the quotes are weaved seamlessly throughout, adding a human element to the narrative.

7. Customer is the hero

Splunk succeeds at championing Domino’s by highlighting several of the company’s wins early on in the case study. This is a powerful tactic that helps readers see themselves in your customer’s shoes.

8. Clear flow

The story is divided into 5 sections based on Splunk’s components for a successful user experience: simplicity, reliability, quality, trust, and innovation. This is a unique way to structure a case study and provides clarity for the reader. The graphics also incorporate Domino’s’ branding.

1. Pain points

This case study example seems to focus more on the customer’s aspirations than on the pain points that led Domino’s to Splunk. It’s generally understood that pain resonates more with prospects than aspiration. We’d like to see a dedicated “challenge” section that presents the problems and leads into how Splunk solved them.

2. A defined story arc

This SaaS case study example lacks a beginning, middle, and end. There is no mention of what led Domino’s to purchase Splunk and how the implementation went. It also isn’t clear what changed or improved thanks to Splunk. And finally, the reader doesn’t get any insight into how Domino’s plans to use Splunk in the future. (Splunk could consider sticking with the traditional case study format so the reader can easily move through the challenge, solution and results sections of the story).

Stats are a surefire way to measure success in a B2B SaaS case study. The lack of results-oriented numbers in this case study is a big miss. We want to know how sales and productivity have increased since Domino’s implemented Splunk’s solution. Ideally, this information would appear within the story, as well as in a bulleted list for a quick overview.

4. Executive summary

Speaking of an overview, an executive summary (or even a short set of bullets outlining the challenge, solution and results) would be an impactful addition to the top of all case study examples. It would enable the reader to understand the story at a glance.

SaaS case study example 8: Zendesk

Zendesk case study example: Airbnb

Check out the SaaS case study example we’re critiquing: Airbnb’s custom 360-view of the customer

Zendesk is a CRM company headquartered in San Francisco with 17 offices worldwide. The company’s support, sales and engagement software aims to improve customer relationships for clients ranging from large enterprises to startups. Zendesk has over 150,000 customers in multiple industries.

1. Strong CTA near the top

Good SaaS case study examples guide the reader to where you want them to go next with a call to action. Zendesk’s Airbnb case study uses design to make its CTAs stand out. It’s fine to include more than one CTA in a case study, which Zendesk has done here.

2. Social media icons

Zendesk makes good use of graphic elements by placing social media icons near the top of the page. The layout is clean and adds visual interest to the piece, but doesn’t distract from the call to action (CTA) just below it.

3. Striking imagery

Using visually compelling content throughout your case studies is a must-do if you want to keep your audience engaged—and Zendesk has nailed this. Fortunately, their customer Airbnb has lots of great imagery to work with.

4. Impactful customer quotes

Great quotes help tell a human story that’s relatable and powerful. They also give your readers what they really want: your customer’s opinion of your products . No one wants to hear you drone on about how awesome your company is. Let your customer do the talking.

5. The customer is the hero

Zendesk does a fantastic job of putting the spotlight on the customer by introducing Airbnb in an incredibly positive light. Throughout the case study, the story is told by Airbnb with lots of quotes, and explains how Zendesk simply provided a tool for Airbnb to run its business more effectively.

SaaS case study examples are only effective if they include a story arc to capture your readers’ attention. Zendesk does this expertly, beginning with Airbnb’s humble roots, then describing its wild success with over 100 million guests—and how that spurred the need for a solution that could help deliver high-quality customer service. The case study also evokes vivid detail like sitting in a “sun-drenched living room with a mug of steaming coffee.”

7. Headers and subheaders

Not only does adding headers and subheaders to a case study help break up the text so readers can scan with ease—it’s an essential component of healthy search engine optimization. Zendesk’s Airbnb case study currently lacks these elements.

1. Executive summary

Including an executive summary in your case studies gives your readers the chance to decide if the material is worth their time . It also means that if they don’t read the entire piece, they’ll still walk away with an understanding of your solution. Zendesk’s Airbnb case study would benefit from adding an executive summary.

2. Clear challenge, solution and results sections

While Zendesk does tell a compelling story in this case study, it could help readers move through the story with greater ease by including more obvious challenge, solution and results sections.

3. Obvious CTA at the end

With no CTA at the end of this SaaS case study example, Zendesk is missing out on a big opportunity. Currently, you read to the end of the case study and then see the footer. Think of what kind of results they could get if they added a “Book demo” button.

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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.

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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6 B2B SEO Case Study Insights from Real Brands

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Search engine optimization is what will allow your business to go from having a great product to one that has a great product and customers finding out about it.

Being on the first page of Search Engines Result Pages (SERPs) is key for making your business visible. In fact, the top three results of Google get 54.4% of all clicks–exactly where our client case studies end up.

However, it’s easier said than done.

To have a strong SEO strategy you need to focus on three elements:

On-page SEO
Off-page SEO
Technical SEO

This means there are many moving parts and in order to have a successful SEO strategy you’ll need to know what you’re doing–and the latest trends.

We at Skale have a team of experts that are more than prepared and ready to up our clients’ SEO game in a way that helps them see real return of investment. Let’s look at some of our own SEO case studies. They’ll help you see how we got the results that we got–and how you can do the same!

1. Doubling product signups with a solid SEO strategy for growth

Slite is a Series A collaboration software platform that has raised more than $15.4m. Big names like Notion, Coda, and Slab are its biggest competitors.

The challenge (and what we did to double product signups):

After securing an $11m Series A investment they wanted to make SEO their scalable acquisition channel.

What we did:

Analyzed and audited current setup and market
Built a model to show the potential number of monthly signups that could be achieved through SEO
Created a plan of action focusing on each page by understanding conversion rates by intent and the competitiveness of each topic
Modified website’s architecture to build a scalable content system, and performed on-page optimization using SEO best practices and techniques
Built dozens of high-quality SaaS niche backlinks on the pages we focused on
Set up and ran several high-impact A/B tests through Google Optimize to increase the visit to signup conversion rate

The results we got in just three months:

Signups doubled
Visitors from non-branded SEO tripled
Visit to signup conversion rates increased by up to 195% on some sections of the website
Achieved position #4 worldwide for high competitive keywords

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How you can achieve the same results

The first thing to do in order to create a solid B2B SEO strategy is to make sure you know what you’re working with. This means you need to do a full site and content audit.

The best way to do a thorough audit is to use B2B SEO tools paired with the right knowledge and understanding of what to look for– ahem, an agency with a team of experts can be exactly what you need! SEO tools will help you better analyze what your keyword strategy and blog pages are doing for you in terms of organic traffic. You’ll also see what your landing page and referring domains are doing for you.

It’s also important to perform a technical SEO audit to make sure your content and website have all the technical aspects in place: site speed, crawlability, schema markup, etc. Additionally, don’t forget to do a competitive analysis. By doing a competitor analysis , you’ll see what’s working for your rivals, and what content gaps there are that you can seize.

2. Increase organic traffic by 568% with a 12-month content marketing strategy

Skale's B2B SEO case study showing how we increased organic traffic and ranked for competitive SaaS keywords

Nathan Latka is a serial entrepreneur, podcast host, and best-selling author. He helps SaaS founders and investors by providing insightful data on SaaS companies by region, industry, and more.

The challenge (and what we did to increase organic traffic):

Nathan Latka wanted to compete against company insights databases such as Owler and Crunchbase., as well as attract a strong SaaS audience to his website. Among other tactics, this meant using SaaS-related keywords, which are extremely competitive.

Audited Nathan’s current set up placing a special focus on its technical SEO efforts
Built a developer-friendly plan for his engineering team to implement that would focus on increasing organic search growth
Carried out extensive keyword research to build a 12-month SaaS content marketing plan
Ran a ‘Top SaaS Companies’ ranking campaign to build SaaS-specific links back to his domain
Crafted a link-building strategy with a focus on outreach to tech brands

The results we obtained twelve months later:

Qualified organic clicks increased by 568%
Dethroned giants like Owler and Crunchbase for high-intent keywords like “Typeform revenue,” “Loom revenue,” and “Semrush revenue”
Scored page number one position for various competitive keywords such as “ARR,” “ARPU,” “run rate,” “revenue growth,” and “renewal rate”

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How you can see the same results

One of the best ways to increase organic traffic, and what we did with Nathan Latka, was focusing on on-page optimization.

Keywords are an important on-page factor. An important element of on-page SEO is keywords. In order to really get the most out of your keywords make sure you’re:

Including them in your URLs
Including them in your H1 titles, and H2 and H3 subtitles
Using tools like Clearscope and Surfer to create high-quality content that includes relevant keywords
Using them in your meta description

Additionally focus on placing high-quality outbound links and making sure that your user experience, mobile friendliness, and image optimization are on point.

3. Increase signups and organic clicks with a link-building strategy

Piktochart is a pre-seed web-based design app that helps users easily create infographics, presentations, reports, and many other graphic designs.

The challenge (and what we did to increase organic clicks)

Piktochart wanted to increase ranking on Google and product signups. However, since they’re a new player in an area with fierce competition such as unicorn Canva and Venggage, they wanted to focus on off-page SEO–specifically, link-building.

Built a model to understand the potential number of monthly sign-ups and traffic that Piktochart could achieve through SEO based on their existing content
Approached link-building by intensely focusing on pitching high-quality articles about a single topic (presentations) to authoritative partner websites in the business and design niche
Link-building efforts were focused on only two key pages during one period
Various on-page technical improvements were made across their website

The results we saw in just three months:

Signups increased by 860%
Visitors from non-branded SEO on two key presentation pages increased 9x
Managed to rank #2 , above the billion-dollar giant Canva, for the highly transactional keyword “presentation maker”–with fewer referring domains than Canva

Link-building is a powerful practice, helping you:

Optimize brand exposure
Increase referral traffic, website visibility, and trustworthiness
Connect with more people in your industry

To build a strategy that yields notable results, focus on quality over quantity . It’s about creating helpful content pieces, not about directly selling your product. With various tactics such as increasing linked brand mentions, backlinking using badges, and building brand visibility through your partners and vendors, you’ll start to notice a difference.

You can also use media, like B2B podcast interviews, press releases, and roundup articles to support your link-building strategy. It takes time, persistence, and effective networking, but, done right, your efforts will be worth their weight in gold.

4. Re-optimize existing pages to lower cost per opp

B2B SEO case study showing how optimizing pages can help lower cost per opp

Perkbox products support employee well-being, employee recognition, company culture, and more–all to help with recruiting and retaining the best possible talent for your team.

The challenge (and what we did to re-optimise existing pages)

Due to annual contracts in the industry, but high deal value, it was critical for Perkbox to make sure they were high on the rankings when the target audience was searching for a solution. This meant it needed to rank for high-intent keywords.

In-depth SEO auditing to find out what needed to change to see the most impact in the shortest amount of time
Thorough keyword research and content planning
Optimization of existing content and landing pages
Creation of new landing pages and blog articles
High-quality link-building strategy

The results we achieved ten months later:

Non-branded organic clicks increased by 49.2%
Non-branded organic MQLs increased by 102%
Opportunities increased by 40%
Reached a cost per opp of just £110

Alistair Pike, Skale’s Growth Strategy Lead , shares how the SEO strategy played out:

“We identified pages where MQLs had dropped when compared to their peak performance and established the cause. We refreshed the (dated) content model so that we had a more accurate and inclusive view of where the MQL potential lay.

We also identified actions for key MQL-driving & high-potential pages: missing CTAs? Need links? On-page optimization opps? All of the above? Once we executed all of these, we saw an increase of 102% on non-branded organic MQLs.“

Graph showcasing the increase in non-branded clicks and MQLs

On-page SEO is just as important as off-page and technical SEO.

In this case, and for anyone looking for similar levels of success, on-page optimization is key. One element we focused heavily on was the meta titles and H1s.

For example, their platform page had strong backlinks, but the keywords they were using were not the optimal. By reoptimizing these pages for high-intent keywords, which included (but were not limited to the H1s and meta titles), combined with detailed content briefs, these pages now rank at # 1 on Google UK.

5. Rank first for competitive keywords through content and link-building

Moonpay is an extremely fast-growing cryptocurrency payments platform, launched in 2019. By 2022, they already have an impressive valuation of $3.4bn, after a Series A funding round of $555M.

The challenge (and what we did to win competitive keywords)

The crypto space is one with fierce competition. Moonpay wanted to rank for high-intent B2C keywords like ‘buy Ethereum with credit card’ or ‘buy USDT.’ To be able to do this, giants in the space had to be outranked: Coinbase, Binance, Kraken, and others alike.

What we did: We focused on creating a link-building strategy that would get valuable content from relevant topical authority websites in the cryptocurrency niche.

We vetted domains, researched and pitched content collaboration ideas, and then we created and published high-quality content that linked to target Moonpay’s URLs every month.

The results we saw in eight months:

We achieved an increase in non-branded organic clicks to targeted pages of over 7K per month.

There are multiple tactics you can implement to see similar results. First, find websites to reach out to, that have relevant topical authority. Gaining a link from these websites will boost your business’s credibility, which you can build on by constantly creating high-quality content. When a website has topical authority, it is more likely to be considered trustworthy.

Additionally, you should use varied anchor texts for both internal and external links. A phrase match anchor text, for example, will include your target keyword(s) but link to a sentence or phrase related to the article you will link to.

Anchor text diversity is key: done right, it can have a very positive influence on rankings. Conversely, it’s important to make sure you’re not using the exact same anchor text constantly, as it can cause search engines to view it as a way to manipulate their results.

6. Increase organic product signups through technical SEO

Attest is a series B consumer research platform that has raised more than $95m in investment funding.

The challenge (and what we did to increase organic signups)

Market research, consumer insights, and SaaS are all industries that are highly competitive. With players like Qualtrics and Survey Monkey, the playing field can feel pretty tight, and even more complicated when you’re competing for terms like ‘market research’ against giants like HubSpot.

Attest wanted to drive organic signups–they already had good non-brand organic traffic, but it came from low intent keywords.

Audited the entire website and content and created a detailed keyword research and content planning
Made sure technical SEO was on point and made adjustment where needed
Created content that prioritized high intent keywords
Applied on-page optimization
Created a link-building strategy for the high intent keywords

The results we got in just over a year:

High-intent keywords like “market research tools” and “how to measure brand awareness” now rank number one on Google
Organic product signups have increased 8.5x
Non-branded organic traffic increased by 1.85x

Making sure your website’s technical SEO elements are working will allow your content to have a chance to be crawled, viewed, and ranked by search engines.

Additionally, having the right link-building strategy will help you in a competitive space. However, remember that in order for link-building to work you need to establish a strategy and focus on just a few specific goals.

If you want to rank for 10+ highly competitive terms, you’ll probably fail. Choose the ones that really matter, the ones that have high transactional intent–if your goal is signups–and do a continuous effort in that direction.

When you’re focusing on high-intent keywords, the end goal isn’t about dedicating all of your effort to that term alone – it’s about creating a user journey to the high-intent term, which means including low to mid-intent content pieces that lead the user to the end goal. This helps you build out topical authority (because you’re also including the long-tail variations for the targeted keywords), improves your internal linking structure, and creates a holistic SEO strategy. Alexandra Hillyard, SEO content specialist Skale

Ready to scale your SaaS SEO with Skale?

Each case study we looked at shows that when you implement SEO in a smart and strategic way you can really drive the results you’ve been looking for.

Let experts from a B2B SEO agency like Skale– hello! –do the heavy lifting for you. There’s no need for you to try and catch up with SEO trends , we’ll do that for you too. You’ve seen the results we can bring to our clients, want to see what we could do for your SaaS Book a call , and let’s find out.

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B2B SEO Case Study FAQ

1. is seo effective for b2b.

SEO is extremely effective for B2B companies–when done properly. It helps achieve strong organic visibility across all stages of the sales funnel, which will increase customer acquisition.

2. How do you write a B2B case study?

To write a B2B case study you should answer the following questions:

1. What was the challenge faced? 2. What were the goals established? 3. What steps were taken in order to achieve the desired outcomes? 4. What were the actual results?

Remember to only do case studies on brands you can actually name to not violate confidentiality agreements. Plus, don’t be afraid of asking brands for quotes to include in your case studies for further evidence of your work.

3. Are B2B case studies good for SEO?

B2B case studies are good for SEO for multiple reasons:

1. They help you add content to your blog that’s valuable to future customers 2. They are great as social proof of your capabilities 3. They add important keywords to your website

Whenever you have results that can be shared, construct a B2B case study and publish it.

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B2B Marketing Case Study

Ai generator.

B2B, which is, business to business marketing refers to the business and trade that takes place between one business to the other. B2B marketing is very different from B2C marketing because this does not sell its products or service to direct consumers but to other businesses. The basic principles of marketing for both B2B and B2C are the same but they are implemented differs.

What is Vertical B2B and Horizontal B2B?

Horizontal b2b, vertical b2b, how to strategize b2b marketing, step 1: decide the goals.

Set some objectives that you would like to achieve at the closing of the marketing session. Once you specify your objectives it is easy to layout your B2B marketing strategy framework to achieve them.

Step 2: Define Buyer’s Persona

For the advantage of a limited and known prospect or audience defining and studying the persona of the buyers is easy to know in B2B trading. You can even directly engage with them and offer a deal that might seem like to attract them towards your offer.

Step 3: Prepare B2B Marketing Tactics and Channels

The previous strategizing steps might have accumulated some intel to you that you can determine how and where to reach out to the customers. You might require to prepare tactics to get ideas on what interests your customers more on the net, what is their need, which social media they more prefer for these. You might also need to think about the tactics that can fill the gap between you and them.

Step Four: Create Assets and Run Campaigns

In B2B marketing and business creating and increasing the number of assets you have is important. As more assets you have and as more effectively you use it you might be able to generate more revenue. And you must send messages of motivation to your stakeholders to keep them in a direct and correct direction with a creative approach, insights, etc.

Step Five: Measure and Improve

Keep tracking the system and operation you have and run and take suitable measures to improve whatever and wherever you find loose ends for the marketing.

5+ B2B Marketing Case Study Examples & Templates

1. sample b2b marketing case study example.

Size: 84 KB

Sales marketing , when done between two business firms, needs to prepare some specific tactics and channels for better results. You can understand the fact by referring to this sample on the b2b marketing strategy case study example template. The template has shed light on the different aspects that b2b marketing deals with. Studying this template you might derive better ideas for your marketing plan . So, have a look at this template today!

2. B2B Social Media Marketing Case Studies Example

B2B marketing case study refers to the detail descriptive compilation of the several facts about business to the business marketing process. The way such descriptions are compiled in one file is called the patterns or formats they choose to form the data. If you too have to compile such a study, refer to this template on digital marketing b2b case study . The template minutely discusses all the details that you might need to specify in your marketing case study. So, check the template out today!

3. Basic B2B Marketing Case Study Example

If you want to understand the process of framing a b2b marketing case study choosing this template might not be a wrong decision. Indeed, the template is framed in a way that may save your time and effort and might help you to increase the pace of your study. If you want to know more about it have a look at this template and decide if it can help you or not.

4. Formal B2B Marketing Case Studies Example

Size: 637 KB

A b2b marketing case study refers to that detailed documented file that accommodates different descriptions on different aspects of the marketing process. The frame of such studies adds different details of different aspects of the b2b marketing process. You can grab this template to understand the process or you can also choose our other examples on business development case study .

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Professional

10 Examples of Public speaking

20 Examples of Gas lighting

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Table of Contents

1 Sales Pitch: Tables of Contents
2 What Is a Sales Pitch?
3.1 1. Tailored Sales Pitch Examples for the B2B Software Industry
3.2 2. Effective Sales Pitch Examples for the Service Industry
3.3 3. Winning Sales Pitch Examples for Attracting Investors
4 Perfect Your Sales Pitch and Close More Deals
5.1 1. What are some of the best sales pitch frameworks?
5.2 2. What are the elements of a good sales pitch?
5.3 3. What are the types of sales pitches?

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Sales Engagement

10+ Sales Pitch Examples and Templates

What do you get when you mix careful qualification, active listening, and delivering genuine value – A sales pitch that converts .

However, coming up with such a sales pitch takes a lot of work!

If it were, everyone would be selling their product to every prospective customer they talk or reach out to.

That said, the art of selling can be learned, practiced, and perfected.

Which is what we are going to do in our blog.

We will show you some of the best sales pitch examples prevailing in the market and break them down to find what made them successful.

We’ll use the same techniques to build templates to help you connect with your prospects and nurture them into loyal customers.

Let’s get down to pitching!

Sales Pitch: Tables of Contents

What is a sales pitch, 10+ best sales pitch examples and templates by use case and channels, perfect your sales pitch and close more deals, sales pitch faqs.

A sales pitch is your opportunity to open up communication with potential customers.

Think of it as a conversation starter rather than a way to sell your business (product or service) to a potential customer.

Your sales pitch has to be dynamic , depending on the channel you’re using to reach your prospects.

For example, if you’re cold-calling your prospects, you have to tailor your approach on the spot based on how your prospect engages with you.

Alternatively, if you send cold emails, you give prospects time to respond at their pace. You will also get enough time to tailor your responses based on their engagement levels.

In the next section, you’ll learn about the various channels you use to pitch your business.

We also have examples and ready-to-use templates lined up, so keep reading!

To help you find the right approach for your needs and provide you with more value, we have shown examples and templates for the 3 most searched use cases:

Tailored Sales Pitch Examples for the B2B Software Industry
Effective Sales Pitch Examples for the Service Industry
Winning Sales Pitch Examples for Attracting Investors

Now, let’s jump straight into them!

1. Tailored Sales Pitch Examples for the B2B Software Industry

In this section, you’ll learn how to pitch your B2B software to your prospects without being too salesy.

Here, we’ll explore 4 channels that you can use to pitch your product:

Cold Email Sales Pitch
Cold Call Sales Pitch
Social Selling Sales Pitch
Presentation Deck Sales Pitch

Let’s look at them one by one.

Cold Email Sales Pitch for a B2B Software

Cold emailing is a great way to connect with relevant prospects for the first time.

It’s a great way to open up conversations and build real relationships with someone with whom you have had no previous contact.

Below, we’ll share an example of a cold email that has worked well for us.

Cold Email Sales Pitch Example for B2B Software

Hi John, Congrats to you and the ACME team on the recent 20% sales growth! I also noticed you're expanding your team—exciting times! More folks, more numbers, right? But I'm curious about the cost of onboarding your new team members onto your outreach tool. I am asking this because DACME previously faced this challenge, and we helped them cut costs by 20% while also increasing revenue by 12%. We can also help you see similar results at ACME. Let me know if this interests you. We can work out the numbers to see how much cost ACME can save. Helping generate more revenue and cut costs, Dhruv Co-Founder Saleshandy

This cold email has worked great for us as it targets a specific audience group in our ICP: companies that are expanding and who have to pay an additional cost for onboarding their team.

We also give social proof of DACME, who we helped.

Finally, we give a clear and compelling CTA , asking them to let us know if the offer interests them.

You can also use a similar cold email framework to pitch your B2B product to your prospects.

You can copy and use a template in your outreach emails.

Cold Email Sales Pitch Template for B2B Software

Hi {{First_Name}}, (Opener based on research - can be an achievement, social media post, etc. that is relevant to your offer) But I am curious about (how the prospect is going to manage the pain point). I am asking this because (Social proof of how you helped a client from the same industry as your prospect). We can also help you see similar results at {{Company}}. Let me know if this interests you. We can work out the numbers to see how much cost {{Company}} can save. (Email sign-off based on USP for creativity) {{Your Name}} {{Company}}

If you want to scale your outreach, it is best to have cold email templates like the one we shared.

Just make sure your templates are tailored to address the specific challenges of your prospect and your USPs.

Note: To improve your chances of getting a reply, always send follow-up emails .

Next up, sales pitch through cold calling.

Cold Call Sales Pitch for a B2B Software

Cold calling is another great way to pitch your software product to your prospects.

With cold calling, you can quickly judge whether a prospect is worth pursuing within seconds of connecting with them.

Here, we’ll share an example and template that you can use to pitch your product to prospects through cold calls.

Cold Call Sales Pitch Template for a B2B Software

Hi John, this is (Your Name) from (Your Company). This is actually a cold call, so I hope I’m not catching you at a bad time… (Pause for response - Be dynamic in handling) If the conversation continues positively: Great! I just learned that you’re expanding your team, and I noticed several hiring posts for the outreach specialist role. This got me curious (Prospect’s Name). Does (Prospects Company) currently use an outreach tool that charges for onboarding new team members? (Pause for response - Be dynamic in handling) If the prospect says yes: That’s quite interesting. I’m asking this because even companies like (Your client from the same industry as the prospect) faced a similar challenge. They were paying thousands of dollars annually just to have their outreach team members onboard the tool they were using, which became a significant expense. If (Prospect’s Company) is facing a similar challenge, (Name of Your Software), can help you keep costs down. You can onboard an unlimited number of team members at no additional cost. If you’re interested, we can schedule a call to discuss the dollar savings you’ll get with (Name of Your Software). If you face rejection or objection. You’ll have to handle it based on the prospect's response. If they are not happy that you called, apologize, and ask if you can call them at a better time. If they reply negatively, apologize again and let them know you or your team will not disturb them again.

As you can see from this cold call sales pitch, you must think quickly and respond in a way that is appropriate.

Make sure you have experts onboard and hold regular training sessions to improve your team.

Now, let’s look at how we can use social media to pitch your software product.

Social Selling Sales Pitch for a B2B Software

Another great channel that you can use to pitch your product is social media.

In fact, many marketers and salespeople use LinkedIn to promote and pitch their products.

Here is an example of a social selling sales pitch on LinkedIn

Social Selling Sales Pitch Examples for a B2B Software

Hi John, I wanted to congratulate you and your team on achieving 20% sales growth year over year—an impressive achievement that most companies dream of! I also noticed that you're planning to expand your team this year. This got me thinking about the cost of onboarding your new team members to your outreach tool. I’m asking because DACME faced a similar challenge, paying thousands of dollars annually in additional costs to onboard their team. That’s where we at Saleshandy stepped in and helped them cut their expenses by 20%. We can similarly save a significant amount for ACME as well. If you’re interested, we can chat further to see how much we can potentially save by working together. Best regards, Dhruv Saleshandy

In this example, you can clearly see that the message is hyper-personalized to the prospect we are reaching out to.

It is built purely on relevance , which is the key if you want your sales pitch to work irrespective of the channel or use case.

Here’s a templatized version of this social selling sales pitch that you can quickly tailor and use.

Social Selling Sales Pitch Templates for a B2B Software

Hi {{First_Name}}, I saw your recent post about (relevant topic or achievement), and it really resonated with me. It’s clear that {{Company}} is doing some impressive work, especially in (specific area related to your offer). That said, I’m curious—how are you currently managing (specific pain point or challenge) as your team continues to grow/scale? At {{Your Company}}, we recently helped (Client Name from the same industry) overcome this challenge by (briefly mention the solution and result, e.g., “reducing onboarding costs by 20% while increasing outreach efficiency”). If you’re open to it, I’d love to chat about how we can help {{Company}} achieve similar results. Best regards, {{Your Name}} {{Your Company}}

Next, you’ll learn how to create a presentation deck to pitch your B2B software.

Presentation Deck Sales Pitch for a B2B Software

At times, you might find yourself having to do a sales pitch in front of prospective customers with live demos and presentations.

It is pretty common when the ticket size of your deal is quite high!

In such a case, here’s what you should do:

Introduce yourself, your company, and the software solution.
Talk about the challenges and pain points that are very specific to your prospect.
Show them how your software can help them solve their problem and what are the benefits it brings.
You can also show how your product is unique when compared to other tools in the market.
Also, offer to show a live demo/walkthrough of your product. This can help your prospect see your software live in action.
You should also share some examples of previous clients you helped. This will increase your credibility on the spot.
Additionally, if you have relevant data, you can show them your software’s ROI and cost savings .
Finally, be ready to answer any questions your prospects may have.

This quite covers all common ways you can pitch your B2B software to prospects. Next, we’ll take a look at how you can do the same if you’re from the service industry.

2. Effective Sales Pitch Examples for the Service Industry

If you’re in the service industry, be it consulting, lead generation, social media marketing agency , etc. – you are constantly pitching your service to potential customers.

So, if you want to generate more leads and close more deals for your service-based company, you must have a great sales pitch.

Let’s jump in and look at some of the best sales pitch examples for the service industry.

Cold Email Sales Pitch for the Service Industry

Cold call sales pitch for the service industry, social selling sales pitch for the service industry.

If you work in the service industry, cold emails can be a great way to reach out to potential prospects.

Personalize your cold emails by addressing specific pain points your service can solve for the prospect.

A little research goes a long way in making your pitch stand out.

Here is a great cold email sales pitch example.

Cold Email Sales Pitch Example for the Service Industry

Hi John, I’ve been following ACME Corp’s growth, and I learned from your recent LinkedIn post that your team was able to book 15 meetings this month. As a fellow cold email outreach enthusiast – impressive John, you and your team rocked. Guess what! We also pulled a similar achievement for DACME Inc. We helped them book 45 meetings this month, a 40% increase in meetings after they started working with us. John, I am sure if ACME and Experuse worked together, we can take your already impressive numbers to something out of this world. If this excites you, just reply, “I am in”, and I will send you details of how we can pull this off together. Looking forward to your “I am in.” Kevin Experuse

This cold email sales pitch has elements of personalization, relevance, and excitement in it.

You can also follow a similar approach in your agency to land more clients for your services.

Here’s a template that you can tailor to your needs.

Cold Email Sales Pitch Template for the Service Industry

Hi {{First_Name}}, I’ve been following {{Company_Name}}’s growth, and I noticed from your recent LinkedIn (Achievement). (Insert a relatable achievement or statistic here, e.g., “We recently helped {{Client_Name}} increase their meetings by [Y]%.”) I believe if {{Company_Name}} and {{Your_Agency_Name}} worked together, we could elevate your already impressive results even further. If this sounds interesting, just reply, “I’m in,” and I’ll send over more details on how we can achieve this together. Looking forward to hearing from you, {{Your_Name}} {{Your_Agency_Name}}

To help you reach more prospects, you can use cold email software to help you automate the entire outreach process.

In the next section, we will learn how to do a sales pitch using cold calls.

Here is an example of how you can pitch your services to a prospective customer in a cold call.

Remember, in cold calling, you have to be dynamic and respond based on how your prospect engages with you.

Cold Call Sales Pitch Example for the Service Industry

Hi John, this is Kevin from Experuse. I know this is a bit unexpected, so I hope I’m not catching you at a bad time… (Pause for response) If the conversation continues positively: Great! I’ve been following ACME’s recent growth, especially your success in booking 15 meetings last month. Really impressive work! Just a couple of months back, we also helped DACME book 45+ meetings monthly, which was 40% more than what they were doing before we started working together. John, I am sure that we’ll be able to help you book more meetings right from next month. More clients, more revenue, bigger ACME is going to become! If you’re interested, I can set up a call for us to discuss how we can help you pull this off.

You can use the template below, tailor it according to your business, and start pitching to your prospects.

Cold Call Sales Pitch Template for the Service Industry

Hi {{First_Name}}, this is {{Your_Name}} from {{Your_Agency_Name}}. I know this is a bit unexpected, so I hope I’m not catching you at a bad time… (Pause for response) If the conversation continues positively: Great! I’ve been following {{Company_Name}}’s recent growth (recent achievement or growth numbers). Really impressive! Just recently, we helped {{Client_Name}} (What did you help them achieve, and what is the increase compared to before and after you started working with them). {{First_Name}}, I’m confident that we could help (your offer). If you’re interested, I’d love to set up a call to discuss how we can help you achieve this. Handling Objections: If you face rejection or objection, handle it based on the prospect's response. If they’re not happy you called, apologize, and ask if there’s a better time to reach them. If they still respond negatively, apologize again and assure them that you or your team won’t disturb them further.

If you are not using LinkedIn yet to promote your business, reach out to potential prospects, and engage in conversation, you are missing out on many deals!

Social selling can be a cost-effective way for you to increase brand awareness and build relationships at the same time.

Here is a social selling sales pitch template that you can use in your LinkedIn outreach.

Social Selling Sales Pitch Template for the Service Industry

Hi {{First_Name}}, I came across your profile and noticed that {{Company_Name}} is doing some impressive work in (specific area). Just like you, we have also done some impressive work for (Client Name) to achieve a (specific percentage)% increase in (specific metric, e.g., “online sales”) within just (X) months. I would love to connect with you and exchange ideas for driving more results at {{Company_Name}}. Looking forward to connecting! Best regards, (Your Name) (Your Agency Name)

This template is quite specific on numbers and takes a conversational approach to pitching your services.

You can be creative and change it to your own needs.

3. Winning Sales Pitch Examples for Attracting Investors

Sales pitches can also be used to pitch your business ideas to investors to raise capital.

We are sure you must have all seen or heard about people taking their business ideas and pitching them in front of angel investors or venture capitalists/funds.

If you are one such entrepreneur, we’ve got you covered!

Here are 3 ways you can reach out to investors and pitch your ideas to get a chance to take your business to the next level.

Cold Email Sales Pitch for Attracting Investors

Social selling sales pitch for attracting investors, investor meet pitch for securing investment (desk presentation).

Cold emailing is a great way to reach out to potential investors. Just make sure you reach out to the right investor to pitch your idea.

Reaching out to someone whose portfolio is completely in SaaS while you deal with manufacturing a retail product would not work.

Here’s an example of a cold email sales pitch you can send to an investor.

Cold Email Sales Pitch Example for Attracting Investors

Hi Sarah, Your TEDx talk on the future of sustainable technology was incredibly inspiring. As someone who’s deeply passionate about tech-driven solutions for global challenges, I felt a strong connection to your vision. That’s why I created EcoExperuse, a SaaS platform that helps businesses manage their carbon footprints. From launch to till date, we have: -Onboarded 50 companies worldwide. 2 of which are in the Fortune 500. -Grown from $0 ARR to $1M ARR in just 1 year. -And, we are profitable. We’re now looking to scale further, and we would love to have you join us on our journey at the investor table. Looking forward to exploring this opportunity with you, Kevin EcoExperuse

Here is a template version of the above example.

This is more suitable when you want to reach out to an investor with whom you share a common interest.

Cold Email Sales Pitch Template for Attracting Investors

Hi {{First_Name}}, (Personalized opener based on a common point you share that aligns with your company) That is why I created {{Your_Company}}, a (brief description of your company, e.g., "SaaS platform focused on revolutionizing how businesses manage their remote teams"). We’ve recently achieved (mention key milestones, e.g., "a 50% increase in user growth over the last quarter" in bullets for scannability) We’re now looking to scale further, and we would love to have you join us on our journey at the investor table. (A catchy sign-off), {{Your_Name}} {{Your_Company}}

Next, let’s look at how you can reach out and pitch your business idea to an investor through social media.

If you want to reach out to angel investors or venture fund managers, your second best option is to use LinkedIn to pitch your business.

Here is an example of how you can do it.

Social Selling Sales Pitch Example for Attracting Investors

Hi Sarah, I recently came across your interview on the future of fintech, and your insights on digital payments were spot on. I also believe that fintech can help solve a lot of problems that common people face, which is why I founded PaySpruse. It is a fintech startup that helps small and medium-sized retail businesses collect payment through QR codes. Till date, we have achieved the following: -Onboarded over 500 businesses. -$0 to $15.8M in transactions processed. -And, we are profitable. We’re gearing up for our next phase of growth, and I would love to have you join us at the investor table. Looking forward to changing fintech! Best regards, Kevin PaySpruse

Here’s a template that you can edit and use for your LinkedIn outreach.

Social Selling Sales Pitch Template for Attracting Investors

Hi {{First_Name}}, (Personalized opener based on a LinkedIn post, recent interview, or anything that inspired you) As someone deeply involved in [your industry, e.g., "the fintech space"], I wanted to reach out and connect. I’m the founder of {{Your_Company}}, a [brief description of your startup, e.g., "fintech startup revolutionizing cross-border payments for small and medium-sized businesses"]. We’ve made significant strides recently, including: (Achievements in bullet points) We’re gearing up for our next phase of growth, and I would love to have you at our investors' meeting. Looking forward Best regards, {{Your_Name}} {{Your_Company}}

This template keeps it simple and directly shows the investor that you’re reaching out to the value you bring.

It is also optimized to be scannable to grasp the main points at a glance.

You can use the various sales pitch examples to understand how to create your own pitch.

Alternatively, you can tailor the templates we shared and start reaching out to potential prospects.

After you have successfully reached out to investors and invited them to the investor table, the next crucial step is your investor presentation.

This is where you will further pitch your idea in depth, showing the full potential of your business.

Here’s how to create an effective investor meet presentation deck:

Give a brief introduction about you, your partners, and how you came up with your idea.
You should clearly state what problem you are solving and how your idea is unique from other existing ones in the market.
Also, define your target audience and present data on the market size and the growth potential within your industry.
Then, provide the investors with a product demo to show them how your solution is different and better than what’s currently available.
Explain the various ways you can generate revenue with your idea. Also, present key performance indicators (KPIs) such as user growth, customer retention, or any other relevant metrics that they can use to evaluate your idea.
Finally, specify how much capital you are seeking, how it will be used, and the expected return on investment (ROI) for investors.
Be prepared to handle questions about your idea, growth strategy, and financial and other critical aspects of your business. This is where you can show your confidence and passion for your idea.

These steps will help keep your investor presentation short and to the point.

Remember, your presentation is not just about sharing information—it’s about telling the story of your business, showcasing your passion, and convincing investors that you have what it takes to turn your vision into reality.

Good luck, and go make your pitch count!

We hope the examples and templates we shared gave you an idea of how you should approach your sales pitch.

Sales is all about building relationships with relevant people, and the sales pitch is your opportunity to start meaningful conversations.

Remember, a successful sales pitch is personalized and based on research done on your prospects.

So, if you want to send personalized messages (especially cold emails, as they are the most cost-effective) at scale, you should try Saleshandy .

With Saleshandy, you can:

Connect unlimited email accounts at no additional cost to easily scale your outreach.
Onboard unlimited clients at no extra changes and manage their campaigns.
Personalize emails at scale.

We can keep going, but the short way for you is to take a free trial and see how Saleshandy can help you generate more leads.

1. What are some of the best sales pitch frameworks?

There are a lot of frameworks that you can use to create a sales pitch. Some of the effective frameworks are:

AIDA: Attention – Interest – Desire – Action
PAS: Problem – Agitate – Solve
BAB: Before – After – Bridge
3P: Praise – Picture – Push

2. What are the elements of a good sales pitch?

Your sales pitch will have different elements based on the channel you chose to reach out to your prospect. But all good sales pitches will commonly have the following:

A hookish opener that engages with your prospects.
A tailored value proposition based on your research.
A case study that you can use to strengthen your offer.
Ask open-ended questions to address challenges or objections your prospects might have.
A final call to action that clearly states what your prospects should do next.

3. What are the types of sales pitches?

There are quite a few types of sales pitches that you should be familiar with. These are:

Elevator pitch
Storytelling pitch
Problem-Solving pitch
Product demonstration pitch
Follow-up pitch

Skyrocket your conversion rates with cold emailing

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Furniture Ecommerce: How Home and Garden Retailers are Going Digital

Learn more about our modern, flexible ecommerce platform.

Generating roughly $256 billion in 2023, the ecommerce furniture industry is poised for tremendous growth, forecasted to reach $436 billion in ecommerce sales by 2029.

Following the global pandemic, furniture shoppers have increasingly sought after convenient, efficient online shopping experiences, setting new standards for the industry. Interactive digital showrooms, product visualization tools, and automated supply chain processes are just a few of the ways that furniture retailers today are shifted toward a more seamless shopping experience.

In this article, we’ll explore how some of the top furniture retailers are embracing digital strategies to stay competitive, and why BigCommerce can give you the best ecommerce foundation for success.

Examples of Furniture Ecommerce Sites

From luxury home furnishings to children’s room decor, BigCommerce has served a wide variety of furniture ecommerce retailers. Let’s take a look at a handful of successful online furniture stores to help you get inspired as you build out your own.

Looking for more furniture ecommerce inspiration? Check out our Case Studies page for more success stories from our very own BigCommerce furniture retailers.

663CD-Burrow-Case-Study-Image-Jan-2020-A-Laptop-LP-Image-MT 401x

Case Study: Burrow

A direct-to-consumer furniture store, Burrow was founded specifically to eliminate the hassles of traditional furniture shopping. Straying from traditionally bulky, hard-to-move pieces, Burrow instead takes a modular approach to furniture by creating pieces that could be broken into parts for easy shipping and customization.

But as the business — and complexities — grew, Burrow knew it needed an ecommerce platform with the same composability found in its furniture.

“We really wanted to create a super customizable shopping experience,” said Kabeer Chopra, co-founder and CPO of Burrow.

Using BigCommerce’s composable commerce foundation, Burrow offers unique features like delayed orders and signature-required delivery, and uses a headless CMS to create memorable digital experiences across multiple channels.

Chair King Backyard Store.

CD-6866-Chair-King-Case-Study-Imagery-and-Logos-device-laptop-merchant

Case Study: Chair King Backyard Store

A Texas-based outdoor furniture retailer, Chair King Backyard Store offers white-glove delivery and localized selling, which meant it needed a customizable checkout experience from its ecommerce platform. Turning to BigCommerce, the furniture brand found the features and functionality to enhance its user experience.

“BigCommerce is a better user experience for our customers, and it's also a better user experience for the team that's supporting it,” explained Kristen Brown, Director of Ecommerce for Chair King. “It's definitely pushed us forward even within our space. I think we have one of the more updated websites for the niche market that we're in.”

Jennifer Taylor Home.

case-study-device-laptop-jennifer-taylor

Case Study: Jennifer Taylor Home

Since 1991, Jennifer Taylor Home has grown from a single-office furniture brand to a globally recognized brand. As a growing business, Jennifer Taylor Home knew it needed a platform with the enterprise ecommerce features that its customers expect — one being flexible payment options.

Leveraging BigCommerce’s out-of-the- box features, Jennifer Taylor Home has adopted new payment methods such as Apple Pay, PayPal, Amazon Pay, and more. This new payment flexibility — in addition to an improved checkout experience and connectivity with the brand’s ERP system — ultimately resulted in a 228% increase in customers, a 229% increase in orders, and a 373% increase in ecommerce revenue.

Designerie.

Case Study: Designerie

As a hybrid B2C and B2B business, furniture and interior design brand Designerie sought an ecommerce solution that could serve the needs of both audiences. The business needed the ability to allow B2B customers to place wholesale orders on the website and segment customers into four different pricing groups, depending on the client pipeline and their annual purchase volume — which led to their migration to BigCommerce.

“It was clear that BigCommerce’s B2B wholesale functionality was far superior and the ease of integration to our back-end systems made it much better across the board. BigCommerce’s B2B wholesale functionality allows us to dictate customer-specific pricing at a macro level and still offer B2B customers a B2C online shopping experience,” explained Brendon McCarthy, Owner and Managing Director Designerie.

Coco Republic.

Case Study: Coco Republic

Born in Australia in 1979, Coco Republic is a design-led, lifestyle brand with a specialty in homeware and furniture. With an international presence in three countries, the 44-year-old furniture retailer has fostered a memorable brand experience in the digital space.

Even with no web developers in the company, Coco Republic has found the API-enabled openness and flexibility on BigCommerce to empower its team to innovate on the fly — without relying on developers. From launching a new module on its homepage to boosting specific products on search, Coco Republic has found the freedom to make quick site changes, launch new products, and innovate faster.

Case Study: Wovenbyrd

Sleek, simple, and elegant, Wovenbyrd ’s home furnishings help individuals build their dream homes easily and affordably. After creating a successful foundation through marketplaces like Wayfair, Amazon, and Target, Baucum decided it was time to grow the business into new ecommerce markets and begin selling direct-to-consumer (DTC).

Turning to BigCommerce, Wovenbyrd has been able to establish trust in their young brand and create a seamless path to purchase for customers.

“With BigCommerce, I have peace of mind,” said Ty Baucum, President and CEO of Wovenbyrd. “I know we’re positioned for growth on a platform that can support all the things we want to do over time.”

Case Study: QE Home

In 1992, Quilts Etc. — now known as QE Home — launched their first two brick-and-mortar stores in British Columbia, Canada. Today, the luxury bedding brand now boasts over 70 locations and a thriving ecommerce presence.

As an omnichannel retailer, QE Home has enhanced the shopping experience by taking advantage of native BigCommerce features, such as Buy Online, Pickup In Store (BOPIS) and multi-location integration. In addition, the brand implemented a “My Preferred Store” feature, allowing customers to see an accurate representation of what’s available throughout QE Home’s various store locations and online inventory.

UPLIFT Desk.

Case Study: UPLIFT Desk

UPLIFT Desk , a manufacturer and retailer of standing desks, ergonomic chairs, and other office accessories, needed the ability to help customers best visualize its products — without seeing them in-person.

To help bring the in-store experience online, UPLIFT DESK leveraged BigCommerce’s flexibility to build a state-of-the-art desk configurator, which allows customers to see their desks being virtually built with various product option combinations such as desk frame, color, desktop materials, and more. Using the website’s augmented reality (AR) experience, customers can also see a 360 view of their desk, allowing them to zoom in on specific product details and angles.

Why ecommerce furniture retailers thrive online with BigCommerce.

Regardless of how great your product line is, the secret to a successful furniture ecommerce strategy is having the right foundation: your ecommerce platform.

Here are a few key ways that BigCommerce can help your furniture business find success online.

Build a beautiful furniture ecommerce website.

As a furniture brand, you’ll want an online store that’s just as eye-catching as the products you sell. Luckily, BigCommerce provides all the tools you need to design your ecommerce store in a way that highlights your brand and lets your products shine.

With an intuitive drag-and-drop Page Builder, your team can swiftly create and manage product page content — no matter your technical expertise. Choose from our library of hundreds of storefront themes (all of which can be further customized to meet your needs), and easily add widgets and blocks of content such as text, images, banners, videos, and buttons to your storefront pages.

Boost conversions and profits.

While there are numerous ecommerce solutions on the market, such as Shopify, Adobe Commerce, and Salesforce Commerce Cloud, the real test of a strong ecommerce platform has always been high conversion rates — and a recent independent study proves BigCommerce can help foster that growth.

According to Incisiv , one of the leading insights firms for consumer industry digital transformation leaders, BigCommerce’s flagship checkout boasted a 2.33% visit conversion rate in May 2023 and June 2023, while the average conversion rate across all markets was 1.94% over the same period. For furniture ecommerce retailers, where high-ticket items often require a more complex buying decision, achieving these higher conversion rates is crucial.

In addition to higher conversion rates, launching on BigCommerce can also boost profits. According to the Total Economic Impact™ of BigCommerce , a composite organization of merchants with experience using BigCommerce achieved a 211% ROI with a payback period of eight months after migrating from legacy platforms.

Offer convenience with flexible payment options.

Especially for high-ticket items like furniture and appliances, some online shoppers may be hesitant to pay the entire cost up-front. As a result, many furniture brands are turning to alternative payment options — digital wallets, credit cards, and cryptocurrency, to name a few — to help ease the anxiety of making large purchases.

A standout among these payment methods is buy now, pay later (BNPL) , which allows customers to pay in installments rather than paying the entire cost up-front. For furniture businesses, this is a game-changer, as it eases the blow of a high price tag and offers customers greater convenience in making payments.

With BigCommerce, you have your pick of payment providers, including top BNPL solutions such as Klarna , Sezzle , and Affirm . Plus, all of our online payment solutions are PCI compliant and built right into our platform, so you never have to spend time, money, or effort on getting them up and running.

Easily integrate with backend systems.

Especially if you’re migrating platforms or looking to sell B2B, finding a solution that integrates with existing backend systems is crucial. Rather than being bogged down by manual data entry and thus risking human error, these integrations allow for real-time data synchronization.

With BigCommerce, you have the freedom to integrate with the tools you trust. Whether it’s your ERP, OMS, or CRM, we enable you to simplify vital integrations with one-click or customize your automation with open APIs.

Brendon McCarthy, Owner and Managing Director of Designerie, put it this way: “When we were comparing Shopify Plus, it was clear that BigCommerce’s B2B wholesale functionality was far superior and the ease of integration to our back-end systems made it much better across the board.”

Reach more furniture shoppers with omnichannel.

“It is becoming even more critical for ecommerce sellers to be able to meet the needs of their customers and deliver whatever they want, whenever they want, wherever they want, and however they want it,” explains Gopal Pillai, VP of Amazon Supply Chain.

By taking an omnichannel commerce approach, furniture retailers can weave together various touch points — from your ecommerce site to your physical store — to create a consistent, engaging customer experience. From social commerce to digital wallets to buy online, pickup in store (BOPIS), leveraging omnichannel commerce is a proven way to drive furniture sales and convert customers.

In partnership with Feedonomics , BigCommerce has created the ultimate omnichannel selling experience, automating and optimizing your product catalog across channels. Leveraging our platform, you can create seamless experiences that convert across 150+ leading marketplaces, social commerce, and advertising channels.

Solve customer pain points with AI.

Over the past few years, AI (artificial intelligence) has flipped the ecommerce industry on its head, allowing brands to automate every corner of their businesses. From streamlining customer service with chatbots to personalizing product recommendations to optimizing the supply chain, there’s truly no limit to how AI can impact your business.

And that’s the very reason that BigCommerce is enabling online retailers to harness the power of AI. With BigAI™ , our new suite of AI-powered tools and partner integrations, furniture retailers can improve customer engagement, streamline operations, and empower new, creative ways to attract and convert shoppers, from displaying personalized product recommendations to gathering insights with predictive analytics.

Ready to make yourself at home with BigCommerce? Chat with one of our ecommerce experts to learn how you can get started.

The final word

If the last decade has told us anything, it’s that no industry is immune to digital transformation . From fashion and apparel to food and beverage and even automotive, ecommerce has taken over nearly every retail vertical — and the furniture market is no exception.

Looking to the future of furniture ecommerce, retailers need to be ready to pivot at a moment’s notice, innovate on the fly, and respond quickly to customer expectations — and that all starts with having a strong ecommerce foundation.

For more marketing strategies and insights into the furniture ecommerce industry, download our Home and Garden Ecommerce Guide .

FAQ about furniture ecommerce

What should a furniture company consider when choosing an ecommerce platform, what are some recent furniture ecommerce trends, what marketing tactics should furniture companies consider, browse additional resources.

Converting Lawns Into Diverse Landscapes: Case Studies

replacing a portion of lawn with biodiversity

A resident of Harford County replaced portions of the lawn with native plants to increase native habitat and beauty in the landscape.

Growing and maintaining turf in Maryland is challenging and resource-intensive. Replacing grass areas with locally adapted native plants and landscaping is an effective way to make your property beautiful and better for the environment.

Take a look at the examples below of Maryland residents who reduced their lawns, solved water runoff problems, increased enjoyment of their property, and reduced the negative impact of lawn maintenance on climate change .

Converting lawn strip into a pollinator garden

Lawn before it was removed

Early spring this year - one year after the garden was planted

Summer view of garden showing native bee balm in bloom. The bees loved it. Also showing the certification signs for the garden.

Garden in September with asters about to bloom. Phlox and goldenrod in bloom.

View of the garden from the other direction with goldenrod in bloom to provide nectar for migrating butterflies as well as other pollinators.

Landscape design sketch

The main plants used in this garden:

Asclepias tuberosa (butterfly weed)
Asclepias syriaca (common milkweed)
Aster 'October Skies'
Solidago 'Fireworks' (goldenrod)
Nepeta 'Walker's low' (catmint)
Allium Millennium
Monarda 'Bradburiana' (bee balm)'
Caryopteris 'Golden Sunshine'
Echinacea (purple coneflowers)
Sisyrinchium angustifolium (Blue eyed grass)
Oenthera (evening primrose) for ground cover
Phlox subulata

Lessons learned:

"We did the entire garden ourselves. I bought plugs of many of the plants to reduce the cost. I planted in drifts so the pollinators would have easy access to them. The bees love the catmint and allium millennium although neither are native. The garden has required little maintenance. However, it has been a struggle to resist the temptation to deadhead taller plants like the coneflowers and milkweed to make the garden look better. I have to tell myself the goldfinches love the coneflower seeds and the monarch caterpillars are still on the milkweed. You have to view the garden from the insects’ point of view rather than the humans’ point of view."

- Diane Mitchell, Harford County

Townhouse property converted to native and edible plantings

Front yard before

Backyard before

Front yard after

Backyard after

"Once only turf, mulch, and non-native plants, I converted my small townhouse front and back yards to native and edible plantings over three years. The garden is a Certified Wildlife Habitat and was featured as a stop on the first annual Green Team Urbana garden tour (a group I co-founded to help restore the land in our heavily developed area). I'm an enthusiastic amateur gardener and currently a Certified Master Naturalist intern in Frederick County."

Plant list:

"Black- and brown-eyed Susans, tall phlox, rattlesnake master, bee balm, blanket flower, goldenrod, aster, coral honeysuckle, American wisteria, purple coneflower, anise hyssop, sunflowers, mountain mint, false sunflower. Various herbs, vegetables, and berries. I used marigolds, catmint, and alliums as low-profile "edging" around taller native plants and transplanted violets into my garden beds as ground cover."

"This was a DIY project. I started by marking out garden beds and layering them with cardboard and compost, then cutting holes in the cardboard and planting plugs. I found gardens or pieces of gardens I liked on Pinterest and then recreated them with native plants. (I'm a particular fan of English cottage gardens, and the look is easy to recreate with the lush, organic, slightly messy look of native plants.) I tried and failed a lot, but I dug in and got my hands dirty and wasn't afraid to fail. Some plants will surprise you; let them. Don't be afraid to start. You can always dig up or move plants later on."

-Bethany Adams, Frederick County

Increasing plant diversity along the sidewalk

Beginning of project: using a pickaxe, shovel and rake, I physically removed zoysia grass, being sure to remove all roots, but retaining soil.

Using a flexible hose to define the curving shape of the new garden, I finalized the design and edged the border with the remaining lawn. Remember to call Miss Utility about underground utilities!

Using leftover bricks from previous projects, I installed brick edging along the sidewalk. This will help retain water, soil, and mulch until the new garden is well established.

After enriching the new plot with compost, it was time for transplanting. I moved creeping phlox ( Phlox stolonoifera ), Siberian iris ( Iris sibirica ), a rose bush, black-eyed susan ( Rudbeckia hirta ), and a large mangave ( Mangave Macho Mocha).

The final steps included installing new plants (mostly native) and shrubs, and mulching. The new plants included asters ( Aster laevis ‘Bluebird’), dogwood ( Cornus stolonoifera Farrow), yarrow ( Achillea Summer Sangria), and beardtongue ( Penstemon Husker red). Mulching and watering sufficiently to get plants established are the final steps.

"In 2021, I decided to reduce the lawn area and increase plant diversity in our front yard bordering the sidewalk, mirroring the shape of the garden on the south side of the walkway. Considerations included reducing runoff from hard surfaces, introducing more native plants and shrubs, and diversity of color, foliage, and blooming season of transplanted and newly-purchased plants."

Lessons Learned:

"This was a DIY project, and it was labor-intensive. Removing all grass and roots was strenuous work. Half of the plants installed were transplants from other locations on the property. Purchased plants and mulch cost approximately $225."

-Larry Clements, Prince George's County

Rain garden solved a runoff problem

August 2015 Rain Garden “Before”

September 2015 Rain Garden

October 2015 (downspout through berm and the rain garden planted)

May 2021 “After” (Spring bloom in the rain garden)

July 2021 “After” (Summer bloom in the rain garden)

Debbie Sheppard from Prince George's County comments:

We were looking to solve the problem of rainwater runoff coming from the direction of our neighbor's yard. The water would sit against our home's foundation and puddle for days making it impossible to walk around two sides of the house. We decided to install a deep rain garden to catch the runoff. With a simple phone call to the Prince George’s County Rain Check Rebate , they quickly had someone come visit our property and go over any questions about the program. By doing all of the digging (my husband with a small backhoe and me with a shovel and wheelbarrow) and completing the install, we were able to accomplish the project at a low cost. It was a great "excuse" to make a fun design and shop for the appropriate plants! We now enjoy the ability to walk around our yard after a rain. We have a swing right next to the rain garden where we drink our coffee. It is a delight to take in the beauty of the flowers, plants, birds, and pollinators!

Plants that worked best over the years:

Golden ragwort (Packera aurea) - fantastic, quick, and dense ground cover in center of rain garden

Cardinal flower (Lobelia cardinalis) - tremendous self sower, really throws up plants everywhere

Creeping phlox ( Phlox stolonifera) - absolutely beautiful on the berm

Bowma’s root (Gillenia trifoliata) - Always looks tidy, no pest or disease problems

Ninebark ( Physocarpus opulifolius) - beautiful and healthy

Purple coneflower (Echinacea purpurea) - flowers

Blazing star (Liatris spicata ‘Kobold’) - beautiful texture and bloom

White Wood Aster ( Eurybia divaricata) - dry shade

Tips for others who want to do a similar project?

Be ready to weed for a few years to allow for plants to grow in. Stay on top of weeding, otherwise you will have a field and not a planned garden. Did I mention that you will need to love weeding?! Wow - what a learning opportunity! So fulfilling!

Turning lawn into a meadow

Backyard original: I dug out dozens of cinder blocks and pavers, put in trenches with hugelkultur backfill. The area to the left is an old garage pad of concrete with 6-8” of soil on top… hopefully will remove this over the winter. I have many photos of the before, during, and after. When we moved in there was almost entirely grass. Now we have native plants everywhere!

I installed sections from a mature cherry tree to add some terracing to slow down runoff. I’ve planted with 90% native plants and a few high value non-natives. I have a toddler and dog so the yard has to be “play friendly.”

Front yard has Honeyvine milkweed, blueberries, little bluestem, joe pye, my iron weed, helianthus Maximilian, giant yellow hyssop, winterberry, echinacea, and other natives. I’ve been cultivating violets, native plantain, and other walkable green mulches to use as edging around the fence. I’ve documented the “hell strip” next to the side wall and noted what grows well and what requires lots of maintenance. Next spring I plan to start removing all the plants and replacing them with native carex, lyreleaf sage, and native plantain.

Front yard has a child’s playhouse and several enormous cherry logs that act as a stage. This side has aromatic asters, Solidago altissima, and other native plants. I’ve trained a native clematis to grow up the side and over the roof of the little house to provide summer shade. On the back corner (behind the non native magnolia), is an enormous pokeweed I’ve pruned to grow along with native plants and tithonia… they’re over 6’ now.

Still working on eliminating non-native, invasive honeysuckle, mulberry, and others, but this area has a log “fence” over a swale and then is planted with yarrow, liatris, and blue lobelia. The logs are gorgeous in cooler weather when the moss and fungi come out. We’ve seen two new species of woodpecker, had Orioles fledge two chicks, and a resident group of bluebirds visit the enormous American holly in the back.

"I have over 100 native plants including 7 varieties of asters, 4 goldenrod, and 2 perennial sunflowers. My plantings are based on Dr. Tallamy’s research into keystone plants plus additional shrubs, understory trees, and perennials that are host plants. I’ve kept detailed lists of all the plants I’ve put in."

- Amy Sawyer, Prince George's County

Calvert County meadow added along driveway area

Beginning of meadow garden with solarization.

We put in an extension to our driveway in order to have the driveway be circular. This created a "lawn" from a previous hayfield. In the Fall of 2020 I started a narrow, curved meadow garden down the middle of the circular driveway with native grasses and forbs. Photo shows a small patch with solarization. This Fall I am filling in either side of that narrow meadow so that it fills up nearly the whole space created with a circular driveway.

First season with planted meadow

This is the view of the meadow in the Fall of 2021. I used Little Bluestem ( Schizachyrium scoparium "MinnBlueA" and Hairawn muhly (Muhlenbergia capillaris) for the grasses as they don't get very tall (2'-3').

Meadow island

This photo shows a border (planted 2018) created to reduce lawn. I initially used Canadian Wild Rye and Big Bluestem (Andropogan gerardii) and various forbs. The Canadian Wild Rye started to take over the forbs and I removed it after two years.

The main plants used in this design:

"I used perennial black-eyed Susans, butterfly weed, native grasses as discussed in photos, goldenrod, bee balm, liatris and many other natives. I used zinnias for continuous color."

"I learned that I really need to cut my tall grasses down early in the season as they get so tall that they fall over and must be staked."

Sidewalk strip grass replacement

Master Gardener Beth Blum Spiker got tired of mowing the strip along the sidewalk.

Lawn replaced between sidewalk and street

A large portion of the lawn was replaced. Now the entire yard can be mowed in 17 minutes!

The new plants look great in bloom.

Landscaping adjacent to the house

The landscaping in front of the house was also expanded.

Master Gardener Beth Spiker got tired of mowing the strip along the sidewalk. She replaced everything she didn’t like when she mowed, and now she can mow the entire yard in 17 minutes!

Lawn replacement along the waterfront

A section of lawn around the stairway was replaced with new plants.

A second view of the newly-planted feature looking towards the water.

As the plants mature, they fill in the space.

Gardens like this with native plants should reduce runoff into our waterways.

“ When we bought our house there were three trees, one rhododendron, three camellias, a dozen or so azaleas, and a similar number of boxwood. After 5 years of owning the house, I converted a portion of it to a nice collection of all types of plants. We had Adkins Arboretum help us with a garden design using native plants, and the non-natives were mostly given to us by friends from their yards.” - Dora Jean Hanna, Master Gardener

Desert area to native plant meadow

The backyard was a desert after the installation of the ground loop system. The ground was hard, dry, full of clay and rocks - just right for native plants!

I bought very few plants. I was able to transplant coneflowers and black-eyed-Susans from other gardens. Friends also gave me many plants. I knew I wanted grasses and movement in the garden so I sowed little bluestem and prairie dropseed grasses in jiffy cups and tended them very carefully. If I had sown seeds directly in the ground, they would have been lost among the emerging weeds.

Because the grass plugs were small, I put chicken wire cages around each one for protection from rabbits, groundhogs, and deer. I found a few plants with teeth marks, but for the most part, the animals left the meadow alone. I had plenty of other food that probably interested them.

Each time I planted a grass or perennial, I mulched the surrounding area. After a native garden is established, watering is not necessary. When starting a meadow, the gardener has to baby the plants. I watered a great deal last summer. There were some very hot, dry days. This year I did not water the meadow at all.

It was unbelievable to me that I was able to establish this mini meadow in one season. It is true that using native plants in hostile territory is the path to take. I did not amend the soil, but I did put a little compost from my compost pile into each planting hole. This meadow is the first thing I look at every morning when I walk onto the back patio. It is my last view every evening. On windy days the grasses dance just as I had hoped they would do.

"After my husband and I put in a ground loop heating and air conditioning system, the backyard was a desert. Because I had read Doug Tallamy's book Nature's Best Hope , I envisioned a small meadow. I consulted friends, researched online, read books, and visited Longwood Gardens in Pennsylvania and Mt. Cuba in Delaware. I knew what I wanted to do."

-Harford County gardener

Bay-Wise landscape

From above, you can see the property is almost surrounded by plants other than turf.

The only turf George kept on his property, other than pathways through his landscapes, is this small maintained "lawn room" close to his home and pool.

A narrow turf pathway winds between native plant landscaping.

The landscape looks great at sunset.

Curved lines in the landscape create interest. They pull you through the garden to see what's around the corner or the curve.

George's property is an official Bay-Wise demonstration landscape.

Maryland Master Gardener George Yurek kept a small “lawn room” close to his home and pool. Around the rest of the property, he created a Bay-Wise landscape by adding a variety of trees, grasses, shrubs, and perennials. Minimal lawn strips are used as walkways throughout the landscape.

Sod to native plant conversion

Before adding garden landscaping the yard contained mostly grass.

Newspaper was laid down in areas to smother the grass.

Mulch is laid over newspaper and new plants are planted.

This is the yard as it is now.

Howard County Master Gardener Molly McElwee laid sod at her new home in 2006. Then she started adding gardens, continuing with an expansion in 2016 using the “lasagna method” to smother grass and prepare the planting areas. “We have a very heavy emphasis on natives, especially host plants and plants beneficial to all sorts of wildlife. We are leaving some grass for pathways through the garden!”

Related information

The Challenge of Growing a Lawn in Maryland

Lawn (Turfgrass) Removal Methods

Lawn Alternatives

Recommended Native Plants for Maryland

Still have a question? Contact us at Ask Extension .

How to cite ChatGPT

Use discount code STYLEBLOG15 for 15% off APA Style print products with free shipping in the United States.

We, the APA Style team, are not robots. We can all pass a CAPTCHA test , and we know our roles in a Turing test . And, like so many nonrobot human beings this year, we’ve spent a fair amount of time reading, learning, and thinking about issues related to large language models, artificial intelligence (AI), AI-generated text, and specifically ChatGPT . We’ve also been gathering opinions and feedback about the use and citation of ChatGPT. Thank you to everyone who has contributed and shared ideas, opinions, research, and feedback.

In this post, I discuss situations where students and researchers use ChatGPT to create text and to facilitate their research, not to write the full text of their paper or manuscript. We know instructors have differing opinions about how or even whether students should use ChatGPT, and we’ll be continuing to collect feedback about instructor and student questions. As always, defer to instructor guidelines when writing student papers. For more about guidelines and policies about student and author use of ChatGPT, see the last section of this post.

Quoting or reproducing the text created by ChatGPT in your paper

If you’ve used ChatGPT or other AI tools in your research, describe how you used the tool in your Method section or in a comparable section of your paper. For literature reviews or other types of essays or response or reaction papers, you might describe how you used the tool in your introduction. In your text, provide the prompt you used and then any portion of the relevant text that was generated in response.

Unfortunately, the results of a ChatGPT “chat” are not retrievable by other readers, and although nonretrievable data or quotations in APA Style papers are usually cited as personal communications , with ChatGPT-generated text there is no person communicating. Quoting ChatGPT’s text from a chat session is therefore more like sharing an algorithm’s output; thus, credit the author of the algorithm with a reference list entry and the corresponding in-text citation.

When prompted with “Is the left brain right brain divide real or a metaphor?” the ChatGPT-generated text indicated that although the two brain hemispheres are somewhat specialized, “the notation that people can be characterized as ‘left-brained’ or ‘right-brained’ is considered to be an oversimplification and a popular myth” (OpenAI, 2023).

OpenAI. (2023). ChatGPT (Mar 14 version) [Large language model]. https://chat.openai.com/chat

You may also put the full text of long responses from ChatGPT in an appendix of your paper or in online supplemental materials, so readers have access to the exact text that was generated. It is particularly important to document the exact text created because ChatGPT will generate a unique response in each chat session, even if given the same prompt. If you create appendices or supplemental materials, remember that each should be called out at least once in the body of your APA Style paper.

When given a follow-up prompt of “What is a more accurate representation?” the ChatGPT-generated text indicated that “different brain regions work together to support various cognitive processes” and “the functional specialization of different regions can change in response to experience and environmental factors” (OpenAI, 2023; see Appendix A for the full transcript).

Creating a reference to ChatGPT or other AI models and software

The in-text citations and references above are adapted from the reference template for software in Section 10.10 of the Publication Manual (American Psychological Association, 2020, Chapter 10). Although here we focus on ChatGPT, because these guidelines are based on the software template, they can be adapted to note the use of other large language models (e.g., Bard), algorithms, and similar software.

The reference and in-text citations for ChatGPT are formatted as follows:

Parenthetical citation: (OpenAI, 2023)
Narrative citation: OpenAI (2023)

Let’s break that reference down and look at the four elements (author, date, title, and source):

Author: The author of the model is OpenAI.

Date: The date is the year of the version you used. Following the template in Section 10.10, you need to include only the year, not the exact date. The version number provides the specific date information a reader might need.

Title: The name of the model is “ChatGPT,” so that serves as the title and is italicized in your reference, as shown in the template. Although OpenAI labels unique iterations (i.e., ChatGPT-3, ChatGPT-4), they are using “ChatGPT” as the general name of the model, with updates identified with version numbers.

The version number is included after the title in parentheses. The format for the version number in ChatGPT references includes the date because that is how OpenAI is labeling the versions. Different large language models or software might use different version numbering; use the version number in the format the author or publisher provides, which may be a numbering system (e.g., Version 2.0) or other methods.

Bracketed text is used in references for additional descriptions when they are needed to help a reader understand what’s being cited. References for a number of common sources, such as journal articles and books, do not include bracketed descriptions, but things outside of the typical peer-reviewed system often do. In the case of a reference for ChatGPT, provide the descriptor “Large language model” in square brackets. OpenAI describes ChatGPT-4 as a “large multimodal model,” so that description may be provided instead if you are using ChatGPT-4. Later versions and software or models from other companies may need different descriptions, based on how the publishers describe the model. The goal of the bracketed text is to briefly describe the kind of model to your reader.

Source: When the publisher name and the author name are the same, do not repeat the publisher name in the source element of the reference, and move directly to the URL. This is the case for ChatGPT. The URL for ChatGPT is https://chat.openai.com/chat . For other models or products for which you may create a reference, use the URL that links as directly as possible to the source (i.e., the page where you can access the model, not the publisher’s homepage).

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APA Style Guidelines

Browse APA Style writing guidelines by category

Abbreviations
Bias-Free Language
Capitalization
In-Text Citations
Italics and Quotation Marks
Paper Format
Punctuation
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Spelling and Hyphenation
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7 B2B and B2C Case Study Examples to Model Your Content After

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What Is a Marketing Case Study?

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

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

3. Walmart Labs – Seamless Returns Experience

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

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

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

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

What to Remember When Writing a Case Study

Dominic Tortorice

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