4 Case Study Slide Examples for Sales Enablement

Sales teams love to share case studies with leads, but they often need to take the form of just one slide in a deck. In this post, we’ll look at 4 case study slide examples that help the sales team close deals.

Sales teams love to share case studies with leads, but they often need to take the form of just one slide in a deck. So how can you capture a whole success story in just one slide? In this post, we’ll look at 4 case study slide examples that help the sales team close deals.

What is a case study slide?

A case study slide is a snapshot of how one of your customers was successful using your product or service. It’s most commonly used in sales presentations, but can also be used in proposals and social media.

Using a case study slide in a sales presentation adds depth, credibility and persuasiveness to your pitch, helping you to effectively communicate the value proposition of your offering and, ultimately, close more deals.

What information needs to be on case study slide examples?

It’s important to think about what information needs to be on case study slide examples so that the lead quickly understands the story. 

Here are 5 must-haves for your case study slide examples

✔️ Customer logo
✔️ Your logo
✔️ Customer quote/testimonial
✔️ Meaningful metrics
✔️ Slide notes with details on customer, challenge, solution and results 

And here are 4 nice-to-haves for your case study slide examples

👍 Headshot of customer
👍 Branded image from customer that helps illustrate the story
👍 One-sentence overview of challenge, solution and results
👍 Link to full story

4 case study slide examples

Case study slide example #1

Case study slide example #1

This case study slide example:

  • is visually impactful
  • easy to digest at a glance
  • puts the onus on the salesperson to tell the story

Case study slide example #2

Slide example #2 for case studies

This case study slide example:

  • requires less effort from the salesperson because the framework of the story is included
  • is less visually impactful because there’s more information to digest
  • works well as a leave-behind

Case study slide example #3

Case study slide example #3

This case study slide example:

  • captures all the key elements
  • could be a lot to digest

Case study slide example #4

Slide example #4 for case studies

This case study slide example:

  • provides a snapshot of the full story
  • works well if you don’t have strong metrics

Why are case study slide examples an important part of sales enablement?

Case study slide examples are an important part of sales enablement for 6 reasons:

1. Social proof

Case study slide examples provide real-life examples of how your product or service has helped previous or current customers. This social proof can build trust and credibility with your prospects and leads as they can see tangible evidence of your ability to deliver results.

2. Demonstration of value

By showcasing successful outcomes achieved by your product or service, case study slide examples demonstrate the value you offer to potential customers. This helps to justify the investment and convinces prospects and leads that they’ll get a return on their investment.

3. Problem-solution narrative

Case study slide examples typically follow a narrative structure that outlines the problem faced by the customer, the solution provided by your product or service, and the positive results achieved. This storytelling approach engages the audience and helps them to understand how your offering can address their own challenges.

4. Customization and relevance

When selecting case study slide examples to include in a sales presentation, you should choose examples that are most relevant to the specific needs and pain points of the person and company you’re speaking with. This customization ensures your message resonates better and increases the likelihood of this company making a purchase.

5. Differentiation

Case study slides allow you to highlight unique features or benefits of your product or service that set you apart from competitors. In this way, you can demonstrate what makes your offering the best choice in the marketplace.

6. Overcoming objections

Case study slides can address common objections or concerns that prospects or leads might have about your product or service. By showing how you have successfully addressed similar challenges in the past, you can alleviate doubts and objections, making it easier for prospects or leads to move forward in the sales process.

To wrap up, case study slides are really helpful for sales enablement initiatives. These visual representations of real-world success stories serve as powerful tools to build trust, demonstrate value and overcome objections in the sales process.

We can help you

If you need a long-form case study, as well as a case study slide, we’re happy to help. Check out our case study writing service.

29 Best Customer Marketing Solutions to Drive Customer Growth and Retention (2024)

To nurture, grow and retain happy customers, you need the right customer marketing solutions at your fingertips. Learn about 29 vendors, what they do and whether they might be a fit for you.

SaaS companies are finally starting to understand just how integral customer marketing and customer marketing solutions are to the overall success of the company.

They are realizing the importance of nurturing, growing and retaining existing customers and, as a result, are adding customer marketing roles and teams. In fact, “customer marketing manager” was the third fastest-growing job in the US in 2022.

But with small teams and lean budgets, marketers need to be smart with the customer marketing solutions they implement. From all-in-one customer marketing software to customer marketing consulting firms and content agencies, there are a lot of solutions to choose from. 

In this post, we’ll provide an overview of some of the top customer marketing solutions so that you can easily see what each vendor does, and whether it might be a fit for you.

What is customer marketing? 

Customer marketing is a marketing strategy focused on retaining and growing profitable relationships with existing customers. 

In large part, customer marketing is the art of driving customer loyalty in hopes that it’ll ultimately translate into new business. 

But customer marketing isn’t just a one-off, isolated activity. It encapsulates the entire post-purchase process of the customer journey.

Why is customer marketing important?

Customer marketing is important because it helps companies retain existing customers, drive revenue growth through upselling and cross-selling and build brand advocacy. 

When done correctly, customer marketing helps you: 

1. Create brand evangelists

77% of customers will recommend your business to a friend after a great experience. With customer marketing solutions, you can capture user-generated content like testimonials and reviews to help convert leads into customers. Offering a referral program is another great way to incentivize current customers to spread the good word about your product.

2. Reduce marketing costs

Acquiring new customers costs five times more than retaining an existing one, and retaining customers can boost profits by 25% to 95%. With customer marketing solutions like software platforms to help track reference calls and customer stories, you get a low-cost way to boost customer growth and retention.

3. Encourage customer retention and loyalty

Support and value your customers with exceptional service and personalized messaging so they can achieve success with your product. Happy customers are more likely to stick around for longer, and may also be open to upsell and cross-sell opportunities. Explore customer marketing solutions that retain existing customers.

4. Build a vibrant community around your product offerings

Customer marketing solutions can help you establish online customer communities and customer advisory boards where customers can connect, interact and exchange ideas. Having a community around your product helps to retain your customers. When a customer loses interest, the community acts as an anchor by reminding them why they love the product to begin with. 

What customer marketing solutions exist?

Customer marketing solutions can help you turn customer relationships into long-term growth for your SaaS company. But with so many solutions to choose from—everything from review and reference platforms to customer marketing software–it can be a bit overwhelming. 

To help you out, we’ve curated a list of top customer marketing solutions for you to consider:

Big shout out to UserEvidence and Captivate Collective for putting together the 2023/2024 Customer Marketing Technology Landscape, on which our list is based.

Customer reference platforms

A customer reference platform is software designed to manage an active pool of customers who are willing to speak as references for your company. 

The platform can collect many forms of social proof, such as testimonials, case studies, video interviews, soundbites, references for sales calls and user-generated content. 

Explore these customer reference platforms:


Upland homepage - Upland is an example of customer marketing solutions

Upland is a customer reference management software that helps B2B companies build their advocacy programs at scale through a sustainable reference funnel. Users can automatically track reference requests in one central location and use rewards to incentivize participation. 

Best for: Customer marketing, customer success and sales teams from B2B companies 

Services offered: 

  • Customer reference management
  • Reference sales enablement
  • Customer marketing campaign management 

Strengths: Customer reference management platform that unifies all reference requests and uses gamification to entice customer engagement. 

Quick facts: 

Pricing: Contact their team to learn more about their customer reference management solutions and to receive pricing. 

A good option if:

  • You’re still tracking reference requests on spreadsheets. 
  • You don’t have a way to track customer advocacy success to show its impact on revenue. 
  • You want references and testimonials that align with your buyer’s journey to help your sales team win more deals. 
  • You continually overuse the same customers for references and want to encourage new customers to participate. 
  • You want to amplify your customer voice across all marketing channels by creating more customer-driven content. 


Point of Reference

Point of Reference Homepage - Point of Reference is an example of customer marketing solutions

Point of Reference is a customer reference software platform that is installed in your Salesforce environment, providing real-time data, UI consistency and easily managed references. It lets you identify and automate reference requests, saving your sales team many hours in the process. 

Best for: B2B companies that use Salesforce

Services offered: 

  • Cloud-based customer reference management system 
  • Marketing and sales integration services 
  • Reference recruitment 
  • Reference content creation 
  • Customer reference program consulting 
  • Outsourced customer marketing 

Strengths: Integrates directly with Salesforce so sales teams can easily request references at the right time. 

Quick facts: 

Pricing: Request a live demo with their team to learn more about pricing. 

A good option if:

  • You’re still managing customer references manually and have customer content scattered in different locations. 
  • You’re facing customer reference burnout because you’re going back to the same customers all the time. 
  • You can’t quantify the return on investment for your customer advocacy activities.
  • Your sales team needs a searchable reference system to easily find the reference they’re looking for.  
  • You want to easily categorize and tag all customer references based on use cases, product and persona so sales reps can find the best-fit reference. 



Orca Homepage - Orca is an example of customer marketing solutions

Orca is customer reference management software built on the Salesforce ecosphere to help B2B companies automate the process of finding and managing references. The built-in content hub lets you easily tag content assets and track their win rates to help drive executive buy-in. 

Best for: Customer marketing, sales and success teams at B2B companies 

Services offered: 

  • Customer reference management 
  • Loyalty platform 
  • Integration services 
  • Customer marketing reporting and analytics 

Strengths: Streamlines the logistics of nominating, scheduling and collecting feedback from reference calls. 

Quick facts: 

Pricing: The Enterprise plan starts at $850 per month, giving users access to their nominations, workflows, loyalty programs, reference call campaigns and schedulers, support and more. 

A good option if:

  • You’re struggling to identify and retain advocates and are looking for ways to streamline these activities. 
  • You want to build a content library of references and other relevant customer-driven content to share with prospects. 
  • You’re already accepting reference calls but are unsure whether it’s actually moving your deals forward. 
  • You want to incorporate a loyalty program that rewards advocates with gifts and tracks it all within a centralized location. 
  • You’re worried about compliance and security risks and want a Salesforce-native app that protects sensitive customer data. 


Other customer reference platforms

Here is one more full-stack customer marketing platform to check out:


Customer review management software

Customer review management software is a platform that lets verified customers provide feedback on software solutions. 

These platforms are valuable for B2B tech vendors since they can list their products in the directory, capture quality reviews and attract ready-to-buy prospects. 

Over 75% of B2B buyers consult with advocacy sources before they make a purchasing decision, meaning it’s imperative to be visible on these vendor websites. 

Explore these customer review management software options:


PeerSpot Homepage

PeerSpot is a buying intelligence platform that bridges the gap between enterprise tech companies and buyers through reviews, discussions and advice from real users. Vendors can list their products, while customers can post reviews, providing valuable insights for buyers who are looking to make informed purchasing decisions.

Best for: B2B and IT companies

Services offered: 

  • Vendor listing 
  • Retargeting and account-based marketing (ABM) campaigns 
  • Review collection and expert analysis 
  • Sponsored comparison 

Strengths: Generates reviews that help buyers accelerate their buying decisions and close more deals. 

Quick facts: 

Pricing: Contact their team to request a demo. 

A good option if:

  • You’re an enterprise tech vendor looking for highly targeted, qualified buyers for lead generation and higher conversion rates.
  • You want to increase visibility and credibility in the market.
  • You aim to capture and showcase product reviews from verified customers. 
  • You want authentic feedback from real users to improve your product and drive growth. 
  • You’d like to leverage a high-intent audience for your ABM and retargeting campaigns.



TrustRadius Homepage

TrustRadius is a review site for business technology software, serving both self-serve buyers and vendors. On the vendor side, the company helps tech companies leverage the authentic voice of their customers across their marketing and sales channels. 

Best for: Business tech companies

Services offered:

  • Buying decision platform 
  • Content licensing 
  • Downstream intent data 
  • TrustRadius profile 

Strengths: Over 1 million mid-level and enterprise buyers use the site monthly with in-depth reviews, ensuring you attract high-quality buyers

Quick facts: 

Pricing: Schedule a demo with their team. 

A good option if:

  • You want to leverage your customer quotes from TrustRadius and syndicate them across your marketing channels.
  • You’re looking to capture the right type of feedback that’s important to you, whether it’s a specific product or use case.
  • You aim to prevent churn and seize upsell opportunities with TrustRadius’s downstream intent data, which tells you when existing customers are exploring other options.
  • You’ve been struggling to find a willing pool of current customers who want to be used as official references to help you build out case studies. 
  • You want a review site with properly vetted and trusted reviewers that wouldn’t smear your brand. 


Gartner PeerInsights 

Gartner PeerInsights Homepage

Gartner PeerInsights is a customer review management platform where technology providers can list their products for buyers to review. Tech vendors can list their products on the site to build reviews and integrate them across marketing channels to boost conversion rates. 

Best for: IT service providers with mid to large-scale enterprise customers 

Services offered: 

  • Product listing 
  • Source reviews 
  • Reviews widget 
  • Exposure within Gartner Research 
  • Product and competitive market insights 

Strengths: Exposure to Gartner research and build instant credibility when associated with the Gartner brand name 

Quick facts: 

Pricing: Free to list your product provided you’re an IT tech provider that serves mid-level to enterprise customers. 

A good option if:

  • You want to leverage reviews in your marketing channels to give buyers confidence. 
  • You’re looking to establish your product as a reputable player in your industry. 
  • You’ve been struggling to drive visibility through Customer Voice. 
  • You want to gain valuable insights into your customer’s needs and develop products that solve their most important problems. 
  • You’d like to get featured in Gartner research reports, which are viewed by B2B executives. 


Other customer review management software

Here are a few other customer review management software options to check out:


Full-stack customer marketing platforms

Full-stack customer marketing platforms are all-in-one software solutions that empower businesses to manage their marketing efforts throughout the entire customer journey. These platforms provide a range of powerful features, like creating unified customer profiles to better understand each customer’s behavior and preferences.

With marketing automation capabilities, marketers can effortlessly capture customer feedback and use it as social proof to boost sales. Also, these platforms offer robust analytics tools, allowing marketers to measure the impact of their customer content on sales pipelines and revenue.

Explore these full-stack customer marketing platforms:


SlapFive Homepage

SlapFive is an end-to-end customer marketing and advocacy software platform that drives customer-led growth by managing all customer marketing workflows in one place. The platform helps to easily capture customer voice in any format and track the influence of your customer reference activities. 

Best for: B2B tech companies 

Services offered: 

  • Customer marketing and advocacy platform
  • Capture and management of Customer Voice, including at events 
  • Customer influence tracking and insights
  • Case study creation 
  • Customer-led growth strategy workshop 
  • Managed services 

Strengths: Complete visibility into all customer engagement activities and their influence on revenue

Quick facts: 

Pricing: You must contact them to book a demo before receiving a quote. 

A good option if:

  • You want to mobilize customers to drive strategic growth initiatives that improve customer acquisition, adoption, expansion, retention and renewal.
  • You want to infuse customer voice into tangible content assets, whether it be a web page, sales page, ebook, blog post, webinar or social media property. 
  • You’re looking to enable your sales reps to sell more effectively by providing them with access to customer-generated content. 
  • You have a small team that doesn’t have the bandwidth or expertise to interview customers and write case studies.  
  • You don’t currently have a way to track the performance of your customer reference activities or customer content. 



Base Homepage

Base is a customer engagement and advocacy automation platform that helps marketers consolidate customer journey data. It also helps marketers scale meaningful interactions with customers to improve retention, lifetime value and advocacy. 

Best for: B2B or B2C technology companies

Services offered: 

  • Customer reference management
  • Advocacy programs and reviews 
  • Branded advocacy and community portal 
  • Customer marketing automation programs

Strengths: Harnessing VoC through automated reference management and analytics 

Quick facts: 

Pricing: Contact the sales team to request a demo. (Review sites like G2 state that prices start at $994 per month.) 

A good option if:

  • You aim to achieve customer marketing at scale by choosing when and where to engage with your customer base across any system or touchpoint. 
  • You prefer a solution that can track the impact of your references and user-generated content to the deals your sales team closes. 
  • You want to automate references by building campaigns that motivate customers to become references. 
  • You want a solution that seamlessly integrates with all the software in your tech stack so your team has more robust customer data—and a single source of truth. 
  • You want a program that has an advocacy scoring model to identify your true customer champions. 



Influitive Homepage

Influitive is a customer advocacy and engagement platform that helps companies nurture their advocates. Marketers can create gamified campaigns and tailored experiences for their customers through incentivized learning and personalized onboarding. 

Best for: Most B2B tech companies, but they also serve B2C brands like Mountain Dew and Head Space. 

Services offered: 

  • Reference management
  • Customer-generated content
  • Customer community platform
  • Customer experience platform
  • Customer loyalty software
  • Customer success platform 

Strengths: Building engaged customer communities

Quick facts: 

Pricing: The Customer Advocacy Plan starts at $1,999 per month, offering a variety of features such as loyalty and rewards programs, pre-built templates and analytics. The Digital Community Plan gives you additional features to create a community, such as a discussion board, knowledge base and Q&A platform. You need to speak with their sales agents to sign up for either plan. 

A good option if:

  • You want a solution that simplifies reference management by pooling relevant members to join your reference pool based on the prospect’s seniority, industry and use cases. 
  • You’d like a platform that can increase upsell and cross-sell and reduce churn. 
  • You want to curate and personalize customer experiences tailored to different segments of customers. 
  • You aim to increase engagement within your community through loyalty programs and gamification. 
  • You’re customer-obsessed and want a data-driven approach to improve your customer engagement campaigns. 


Another full-stack customer marketing platform

Here is one more full-stack customer marketing platform to check out:


Customer marketing consulting companies 

Customer marketing consulting companies help SaaS companies create and scale their advocacy programs. The consulting companies may provide services like customer research and analysis, customer journey mapping, and the implementation of customer advocacy and retention programs. 

Explore these customer marketing consulting companies:

Captivate Collective 

Captivate Collective Homepage

Captivate Collective is a boutique customer advocacy agency that provides custom strategy consulting, campaign implementation, and platform optimization services to drive growth. They provide various forms of consultation to meet your needs, like live team workshops, bespoke coaching programs, or even fractional advocacy services to act as an extension of your team.

Best for: B2B tech companies

Services offered: 

  • Advocacy strategy consulting 
  • Advocacy platform optimization 
  • Customer advocacy campaigns 
  • Fractional advocacy leader 
  • Advocacy management for parental leave

Strengths: Deep expertise in advocacy marketing to help you craft a clear strategy and campaign execution to achieve business objectives. 

Quick facts: 

Pricing: Book a 30-minute consultation with their team to learn more about pricing. 

A good option if:

  • You’re not reaching your retention or advocacy goals and want an actionable strategy that lays the foundation of your customer marketing program. 
  • You’re not getting a good return on investment for your advocacy programs like Influitive or Base. 
  • You want help with creating customer advocacy campaigns that actually move the needle. 
  • You’re a small team with a limited budget that isn’t ready to invest in a full-time customer marketing leader but want a fractional advocacy leader that drives results. 
  • You’re struggling to get internal buy-in from key stakeholders about choosing the right strategy, solution, or direction to carry out your customer marketing initiatives. 
  • You’re worried about stepping away from your team for parental leave.


Porter Consulting 

Porter Consulting Homepage

Porter Consulting is a consulting firm that provides a full range of marketing services for tech-driven enterprises. They specialize in building customer advocacy management programs that align each customer with their optimal advocacy role. 

Best for: IT companies 

Services offered: 

  • Customer advocacy management 
  • Case study development 
  • Customer reference database deployment and management 
  • Sales training and tools 
  • Content creation 
  • Project management 

Strengths: Customer advocacy program implementation to produce well-aligned customer success and case study videos

Quick facts: 

Pricing: Contact their team to discuss pricing. 

A good option if:

  • You want to leverage compelling case studies that help boost conversion rates. 
  • You struggle with getting customers to agree to reference calls or vouching for your product. 
  • You don’t yet have a customer reference database that can be deployed for sales teams, marketing collateral or speaking events. 
  • You need help developing a brand-new customer reference program that turns existing clients into advocates. 


Referential Inc

Referential Inc Homepage

Referential Inc is a customer marketing consulting firm that provides advocacy training, guidance and implementation services to B2B tech companies. Their services run the gamut from tailored program design to reference recruitment and customer content creation. 

Best for: B2B tech companies

Services offered: 

  • Customized customer advocacy program
  • Customer advocacy training for ICCAP certifications
  • Strategic guidance 
  • Advocacy recruitment and fulfillment
  • Metrics and reporting 
  • Content assets and collateral creation

Strengths: Strategic guidance to help advocacy practitioners with program design and fulfillment, ultimately leading to long-lasting customer relationships. 

Quick facts: 

Pricing: Book a 30-minute consultation to discuss pricing. 

A good option if:

  • You want an end-to-end agency that can help design, recruit, and create customer content to serve your advocacy program. 
  • You’ve hit a brick wall and need highly-tailored advice on how to optimize your program. 
  • You don’t have the expertise to onboard the right advocates or create content assets that make a difference in the company’s bottom line. 
  • You need help implementing a reference management database that collects and organizes all of the necessary information. 
  • You’re looking to grow your team of advocacy practitioners and need help training them to become ICCAP-certified. 


Other customer marketing consulting companies

Here are a few more customer marketing consulting companies to check out:


Need to outsource some of your other marketing activities?

Check out these top 12 marketing consulting firms to find the right fit for you.

Case study creation companies

Case studies (also called customer stories) are a powerful sales and marketing tool.

In fact, SaaS marketers ranked case studies the #1 most effective marketing tactic to boost sales—ahead of general website content, SEO, blog posts, social media and other marketing tactics—for the third year in a row.

How effective are these marketing tactics in increasing sales for SaaS companies?

Explore these content agencies that provide case study writing services:

Uplift Content 

Uplift Content is a content marketing agency for high-growth B2B SaaS companies like ClickUp, Calendly and LeanData. We help you close bigger deals faster with done-for-you case studies, blog posts and ebooks.

Emily Amos, the founder and CEO, has over 15 years of experience in content marketing, and 6 in B2B SaaS. She also hosts Content Huddle, an interview series with content marketing and customer marketing leaders in the B2B SaaS space. 

Best for: B2B SaaS companies

Services offered: 

  • Case study writing
  • Customer interviews
  • Blog, ebook and white paper writing services

Strengths: High-performing, long-form content

Quick facts: 

Pricing: Case studies start at $1,500. 

A good option if:

  • You want a partner that understands the complexity of B2B SaaS
  • You need an agency that will take the time to learn about your company, your product and your audience
  • You want to work with writers and editors who have specific experience in B2B SaaS
  • You don’t have time for handholding
  • You want suggestions, strategies and solutions
  • You prefer to work with an agency that cares about your success as much as you do


Case Study Buddy

Case Study Buddy Homepage

Case Study Buddy helps mid-size to enterprise B2B companies create case studies by taking care of all the hassle and heavy lifting. It specializes in turning one story into a full campaign of assets. 

Best for: B2B companies

Services offered: 

  • Written case studies
  • Video testimonials
  • Audiograms

Strengths: Turning one customer story into a full campaign of assets.

Quick facts: 

Pricing: Case studies start at $3,500.

A good option if:

  • You also want design, video testimonials or audiograms.
  • You want a partner who will take care of the details so you can work on other initiatives.
  • You want to work with a company that has a proven method of creating great assets.


Customer content generation platforms 

Customer content generation platforms help B2B vendors capture feedback and turn it into useful content assets. Surveys are strategically sent at specific points in the customer journey, reducing the friction of recruiting customers who want to become advocates. 

Vendors can customize their survey prompts to help elicit certain responses like cost-savings or revenue growth to create compelling data-driven content assets that back-up marketing claims.

Explore these customer content generation platforms:


UserEvidence Homepage

UserEvidence is a SaaS platform for tech companies to proactively collect and share customer evidence, like success stories and testimonials, to prove the value of their products. The software lets vendors customize the content generation process by selecting which feedback to highlight, the design and format of the content and which channels to upload it to. 

Best for: B2B tech companies

Services offered: 

  • Customer evidence library 
  • Feedback collection 
  • Asset publishing
  • Customer content generation 

Strengths: Help turn survey responses and feedback into any customer content format within minutes. 

Quick facts: 

Pricing: Schedule a demo to receive pricing information. 

A good option if:

  • You struggle to find customers willing to share their success stories publicly. 
  • You don’t know how to elicit the right type of responses when surveying customers to build an arsenal of customer content. 
  • You don’t have the time or expertise to create customer-evidence content. 
  • You want a tool to easily turn your customer success stories into your desired type of asset, such as a case study, visualizations, testimonials, and statistical evidence.  
  • Your conversion rates are low, and you want to demonstrate proof that you’ve worked with customers in a similar industry, size, region and use case.



TechValidate Homepage

TechValidate is a SaaS platform that helps companies capture customer feedback, validate their responses and turn the information into branded content that can be used across all stages of the buyer’s journey. 

Everything is customizable from the survey prompts to the type of marketing asset, so you can build persuasive content for any use case. 

Best for: Technology companies

Services offered: 

  • Customer feedback collection
  • Content sharing 
  • Customer content creation 
  • Analytics and reporting 
  • Content library 

Strengths: Software captures targeted customer data points to build visualization charts that provide social proof and backup marketing claims. 

Quick facts: 

Pricing: Reach out to the team at TechValidate to ask about their current pricing. 

A good option if:

  • You want to reduce the cost and time of generating customer content. 
  • You struggle to get even your best customers to endorse your product.
  • You aim to build a huge library of social proof points that can be deployed for research reports, closing sales or creating marketing collateral. 
  • You want to quickly capture feedback from satisfied customers and turn it into powerful content like case studies, charts, research portals and testimonials. 
  • You’re looking for a tool that can filter critical information like company size, job function and industry, allowing you to tailor your customer content to a specific audience. 
  • You’re looking to create verified, research-driven case studies that prove the value of your product and build trust. 


Customer testimonial video providers

Customer testimonial video companies create videos that feature real customers talking about their experiences, challenges and successes with your product or service.

By putting a face and a voice to your brand, potential customers can connect emotionally and feel like they are hearing from people just like them. This authenticity builds trust and credibility, making your marketing more effective. 

Customer testimonial companies handle all aspects of video creation, from pre-production planning and interviewing to editing. 

Explore these customer testimonial video providers:

Testimonial Hero

Testimonial Hero Homepage

Testimonial Hero is a company that specializes in creating videos of customer testimonials for tech companies. It offers 100% done-for-you filming and editing, but its genius lies in its ability to create the perfect short video clips that help accelerate sales. 

Best for: B2B revenue teams 

Services offered: 

  • Customer testimonials
  • Employee testimonials
  • Self-capture testimonials
  • Event testimonials 

Strengths: Video testimonial production services along with micro-content creation to help you get the most value out of customer stories. 

Quick facts: 

Pricing: Schedule a strategy session to discuss pricing. 

A good option if:

  • You struggle to produce compelling testimonial videos that actually capture your audience’s attention.
  • You want an entire done-for-you video process, from planning, filming, interviewing and editing customer testimonial videos.
  • You don’t currently have video testimonials that highlight why customers love working with you. 
  • Your sales cycle takes a long time, and you want to close deals faster.
  • You want optimized video testimonial clips without much effort and time from you or your customers.


The Customer Story 

The Customer Story Homepage

The Customer Story is a boutique video production company that produces customer testimonial videos for tech and software companies. Its expertise lies in distilling complex, industry-specific and complicated language into compelling, effective and engaging videos. 

Best for: Corporate businesses

Services offered: 

  • Testimonial video production
  • Remote video testimonials 
  • Event video production
  • Video editing services 
  • Social media video production 
  • Local video production 

Strengths: Testimonial video production with expert guidance on how to create compelling customer stories. 

Quick facts: 

Pricing: Contact their team for pricing 

A good option if:

  • You want to create evergreen customer videos that actually drive sales. 
  • You lack expertise in video production or have limited resources for creating quality video testimonials. 
  • You want to work with experts who can help guide your interviews to get the best sound bites to tell a compelling story.
  • You hate spending time repurposing customer videos into social posts, sales channels or other deliverables. 
  • You want a video production company to handle all your marketing needs, including corporate, customer advocacy and event videos. 



Laudable Homepage

Laudable is a content company that captures customer interviews and turns them into high-converting deliverables that can be used across your entire go-to-market strategy. Its proprietary software houses all video clips and allows marketers to pull quotes from all transcriptions and recordings to find the perfect snippet to add to the marketing funnel. 

Best for: Marketing leaders from growing B2B software companies

Services offered: 

  • Branded video testimonial production 
  • Auto case study generation using customer call recordings 

Strengths: Video client testimonial creation and expert guidance on infusing proof and stories into your sales and marketing activities.

Quick facts: 

Pricing: Their video testimonial services offer two packages – Essentials Plan at $22,500 and Growth Plan at $35,400, both billed annually. The Essentials package features 8 pro-run interviews and 16 pro-edited videos, while the Growth includes 15 interviews and 30 edited videos. Both include Laudable platform access, so you can chop it up and use it for your needs. Their Auto Stories Software auto-generates advocacy and case studies content, but you’ll need to contact their team for pricing.  

A good option if:

  • You want to drastically cut down the time it takes to create engaging client video testimonials.
  • You struggle to get customers to say yes to interviews.
  • You don’t know how to conduct interviews that incite the best sound bites.
  • You’re tired of spending hours sifting through Gong, Zoom, or Chorus to find sound bites from call recordings.
  • You want to auto-generate case studies using your existing call recordings and transcripts.



VocalVideo Homepage

VocalVideo is a do-it-yourself video testimonial platform allowing marketers to easily upload and edit pro-style videos without the need for a professional. Marketers get access to video request templates to gather more testimonials. The platform includes premium video editing features to add sparkle to your customer stories, such as motion graphics, scene transitions and animations. 

Best for: Small teams or B2B companies on a small budget

Services offered: 

  • Video testimonial production
  • Video testimonial campaign and analytics 
  • Video request templates 
  • Enterprise-level support with a dedicated account manager and campaign strategy

Strengths: Helps marketers create testimonial videos faster and easier. 

Quick facts: 

Pricing: VocalVideo offers five plans—Free, Solo, Team, Pro and Enterprise—ranging from $0 a month to $39 per user per month for the Pro level. Enterprise organizations must contact VocalVideo for Enterprise pricing. Higher-level plans offer more features, such as premium video themes, custom CTA buttons and video analytics. 

A good option if:

  • You have a small team or budget but still want to create impactful customer testimonial videos for your website, marketing campaigns or sales enablement assets. 
  • You don’t want to spend hours trying to learn how to edit videos and distill the key messages from your customer interviews. 
  • You want to create professional quality videos with beautiful transitions, subtitles and motion graphics to better engage prospects. 


Other customer testimonial video providers

Here are a few other customer testimonial video providers to check out: 


Sales content asset management platforms 

Sales content asset management platforms help B2B organizations consolidate their sales-related assets in a single, easily-accessible portal. This includes customer-facing collateral, case studies, presentation decks, and internal reference materials. 

Content from sales, marketing, and product teams is often scattered across multiple siloed repositories, leaving sales reps unable to find the content they’re looking for. Salespeople spend 30 to 50 hours per month searching and recreating content, which is why these platforms can drastically drive productivity and revenue.

Explore these sales content asset management platforms:


HighSpot Homepage

HighSpot is a sales enablement platform that empowers sales teams to increase productivity and drive revenue growth by providing centralized content, training, coaching, and analytics. The platform is used by over 8 million sales personnel and trusted by companies like CVS, DocuSign, DowJones, Twitter and Verizon. 

Best for: Companies with growing sales teams 

Services offered: 

  • Sales content management 
  • Sales playbook software 
  • Sales training and coaching software

Strengths: Sales enablement solutions for enterprise companies 

Quick facts: 

Pricing: Request a demo to learn about their pricing and how they work. 

A good option if:

  • Many of your reps aren’t hitting their expected quotas. 
  • You don’t know when or how to weave customer advocacy content into your sales process. 
  • You have difficulty centralizing and organizing sales content. 
  • Your reps spend too much time looking for internal resources to help close deals.
  • You want to track the success of each customer marketing collateral so you know which assets are effective and which aren’t. 



Seismic Homepage

Seismic is a sales content asset management platform that equips customer-facing teams with the right content and tools to close more deals. Their unified platform allows sales reps to find, personalize and share memorable content with qualified prospects in a matter of seconds. 

Best for: Companies of all business sizes 

Services offered: 

  • Sales content management 
  • Sales learning and coaching 
  • Content automation 
  • Enablement intelligence 

Strengths: Sales content management platform offers in-context recommendations to move deals forward and accelerate deal cycles. 

Quick facts: 

Pricing: Speak with their team to learn more about their pricing packages. 

A good option if:

  • Your reps are losing deals or wasting precious time finding the right sales collateral. 
  • You want to give your sellers the autonomy to personalize sales content to meet prospects’ needs. 
  • You have limited visibility into how sales content is being used and its impact on sales performance. 
  • Your sales and marketing teams waste a lot of time with back-and-forth communication due to a disorganized lack of a unified content platform. 
  • You’re still using boring slide decks and proposals and want to beef up your sales collateral with immersive content that drives buyer engagement throughout the deal cycle. 



Bigtincan Homepage

Bigtincan is a content management system designed to make accessing and presenting content easier for sellers. Marketers can create logic to suggest relevant content to share with prospects based on the deal stage, and then content utilization is automatically logged to Salesforce for valuable insights. 

Best for: Enterprise companies 

Services offered: 

  • Content asset management 
  • Sales coaching and training
  • Analytics and reporting 
  • Conversation intelligence 

Strengths: Content asset management platform makes clear what to use, when to use it, and who to use it with, ultimately driving more sales. 

Quick facts: 

Pricing: Schedule a meeting with their team to learn more about their pricing. 

A good option if:

  • You don’t have a content management system, and your salespeople are wasting time trying to find documents and other sales collateral. 
  • You want to boost sales productivity through a more organized and smarter centralized CMS platform. 
  • You don’t have any way to track how sales reps utilize content and how successful they are in closing deals. 
  • You spend a lot of time designing assets like pitch decks, price sheets, and whitepapers. 
  • Your goal is to empower sellers to leverage the most effective content for each buyer persona and stage of the sales cycle.


Other sales content asset management platforms

Here are a few more sales content asset management platforms for you to check out:


Community, loyalty and referral software 

Community, loyalty, and referral software help customer marketers drive advocacy during the post-purchase stages. 

This type of software lets businesses build communities, serving as hubs for knowledge sharing and discussion. Loyalty programs reward customers for repeat purchases, while referral programs reward users for helping another person become a customer. 

68% of customers leave when they feel you don’t care about them. That’s why creating loyalty programs is a smart strategy for SaaS companies looking to retain their VIP customers and increase their chances of cross-selling and upselling. 

Explore these community, loyalty and referral software options:


SaaSquatch Homepage

SaaSquatch is a loyalty and referral platform that helps success teams and marketers better drive purchase behavior and customer usage inside the products they support. Businesses can set up logic on what rewards to give based on customer status and gain insights into how their advocacy programs are performing.

Best for: Tech companies 

Services offered: 

  • Referral and loyalty management 
  • Mobile rewards programs
  • Analytics and insights 

Strengths: Loyalty and referral management that boosts retention and even win-back old customers. 

Quick facts: 

Pricing: Their pricing plans start at $1,750 per month plus a one-time set-up fee. This includes a referral and partner programs module, four reward triggers, a microsite, and pro-level support. SaaSquach also offers a Lifecycle plan for more premium features, which you’ll have to contact their team for pricing. 

A good option if:

  • You want to reduce acquisition costs and focus on increasing lifetime value.
  • You’re looking to amplify community engagement.
  • You don’t have a predictable system for incentivizing and capturing referrals.
  • You want to reward your most loyal customers through rewards programs to drive retention, engagement and increase lifetime value. 
  • You have a high churn rate and want to develop a win-back program to re-engage former users. 


Higher Logic 

Higher Logic Homepage - Higher Logic is an example of customer marketing solutions

Higher Logic is a community software that helps companies build and manage their own branded online communities. Businesses can boost engagement and cultivate brand advocates by developing self-service support systems, discussion forums, and gamified communities.

Best for: Mid to Enterprise-level companies 

Services offered: 

  • Online community management 
  • Community analytics 
  • Knowledge base builder

Strengths: Online community management to identify and reward brand advocates. 

Quick facts: 

Pricing: Schedule an introductory call to learn about their engagement platform and get pricing information. 

A good option if:

  • You want to build an online community that drives product engagement and loyalty. 
  • You’re struggling to drum up engagement among your users. 
  • You need help identifying your brand advocates to create tailored campaigns for them. 
  • You’re looking to dedicate space where customer ideas can be heard. 
  • You need help with the technical aspects of building and moderating a community.


Insided by Gainsight 

Insided by Gainsight Homepage - Insided is an example of customer marketing solutions

Insided by Gainsight is an all-in-one customer success community platform that helps B2B SaaS businesses drive engagement and business growth. Their platform allows businesses to create a customer community, knowledge base, and in-app embeddables, all in one hub. 

Best for: B2B software companies 

Services offered: 

  • Online community management 
  • Knowledge base management 
  • In-app embeddables 

Strengths: Community platform for engagement amongst customers, backed with advanced gamification. 

Quick facts: 

Pricing: Schedule a demo to learn more about their pricing. 

A good option if:

  • You’re tired of communicating with customers across various channels and yearn for a unified, centralized space to interact with your users. 
  • You’re looking for a more efficient and simplified approach to capturing user-generated content. 
  • You’re searching for a platform to collect and curate valuable quotes and insights that can be repurposed for marketing collateral, product feedback, or even sales content. 
  • Your customer success team is inundated with queries, and you lack a robust system to efficiently streamline and scale your support. 
  • You want a community to identify expert users and brand advocates to help reward those customers and develop more accurate buyer personas. 


Other community, loyalty and referral software options

Here are some more community, loyalty and referral software options for you to check out:


Gifting platforms

Gifting platforms are solutions that allow account-based B2B businesses to create personalized experiences for their customers and prospects. 

These platforms offer a suite of tools to manage and track gifts–sending campaigns along with integrations to help you measure and scale your customer advocacy efforts. Revenue teams can choose from a curated marketplace of personalized gifts, handmade items, swag, and eGifts to send to specific accounts or contacts. 

At its core, business is built on strong relationships. Customers want to know that you care about them more than their wallets. While gift-giving is a revenue-generating strategy, they help you build goodwill so that when it’s time to “ask,” like requesting testimonials or case studies, they’re more than happy to say yes. 

Explore these gifting platforms:


Sendoso Homepage - Sendoso is an example of customer marketing solutions

Sendoso is a direct marketing automation platform that provides curated and customizable gifting solutions for B2B tech companies. With a marketplace of over 30,000 products, including personalized gifts, gift cards, and corporate swag, businesses can drive revenue throughout the customer journey.

Best for: Revenue teams from B2B tech companies 

Services offered: 

  • Curated corporate gifting services 
  • Gift-sending campaign management 
  • Product marketplace

Strengths: Curated corporate gifting solutions that deliver products at the right time to drive customer retention. 

Quick facts: 

Pricing: Sendoso offers five plans – Essential, Plus, Pro, Enterprise, and Express, ranging from small business to fully-customizable enterprise solutions. Book a demo and chat with their team about pricing for each plan. 

A good option if:

  • Your traditional marketing channels like email, social media, and text aren’t effective in engaging your current customers. 
  • Your NPS scores are subpar, and you aspire to deliver memorable experiences that wow your customers. 
  • You’ve tried sending gifts, but you’re unable to measure the effectiveness or scale of your gift-sending efforts. 
  • You aren’t sure what gifts to send and would benefit from a marketplace that offers thousands of handmade, personalized, and unique gifts to send to engage your customers. 
  • You want to foster goodwill with your customers, ultimately boosting retention and facilitating compliance when requesting testimonials.



Alyce Homepage - Alyce is an example of customer marketing solutions

Alyce is a B2B gifting platform that leverages a hyper-personalized and scalable approach to help businesses with their account-based marketing. With access to over 30,000 items in their marketplace and a built-in campaign management system, businesses can deliver and automate relevant gift experiences without appearing impersonal.

Best for: B2B sales and marketing teams 

Services offered: 

  • Corporate gifting services 
  • Campaign management and insights 
  • Branded items and curated marketplace

Strengths: Corporate gifting services that deliver relevant experiences at scale. 

Quick facts: 

Pricing: Book a demo to learn how it works and receive pricing information. 

A good option if:

  • Your nurture campaigns provide lackluster results, and you want to add a personal touch that delivers higher conversion rates.
  • You’ve wanted to incorporate gift sending to your customer advocacy campaigns but don’t know how to create a system that tracks and automates the process. 
  • You struggle to engage key accounts through your existing account-based marketing strategies. 
  • You find it time-consuming to manually find, source, curate, and ship out gifts and want a better approach. 
  • You want to track gift spending against revenue influence to see whether your campaigns are genuinely driving impact. 



Postal Homepage - Postal is an example of customer marketing solutions

Postal is a corporate gifting company that allows B2B companies to source sustainable corporate gifts to help nurture targeted accounts. Unlike outdated offline engagement strategies, Postal lets you manage campaigns virtually and track the ROI of your gifting programs to your sales pipeline. 

Best for: Go-to-market sales and marketing professionals from B2B companies

Services offered: 

  • Corporate gifting marketplace 
  • Gifting campaign management  
  • Digital gifting solutions 
  • Gifting analytics
  • Brand storefront solutions

Strengths: Corporate gifting campaign management to help execute your ABM strategy and nurture target accounts. 

Quick facts: 

Pricing: Chat with their team to learn more about pricing. 

A good option if:

  • You struggle to engage prospects from your account-based marketing efforts. 
  • You want to try direct mail strategies but don’t know how to track the impact and ROI of corporate gifting. 
  • You want to boost engagement and loyalty on accounts that drive the most revenue. 
  • You want to create personalized and branded gifts that reward your best customers. 
  • You find that corporate gifting takes a lot of planning and effort to execute.  


Other gifting platforms

Here are a few more gifting platforms to check out:


Show your customers the love 

You know the power of customer marketing, and so do we. 

These days, it’s almost a matter of whoever loves the customer more wins. Especially when it comes to retention, upsell and cross-sell. 

But it takes time and energy to nurture your customers. You have to:

  • Get to know them
  • Help educate them
  • Celebrate them
  • Reward them
  • Identify advocates
  • Drive reviews
  • Manage case studies
  • Plan webinars and user conferences
  • The list goes on…

Managing all of this is no easy feat, but the right combination of customer marketing solutions and tools will help you develop happy advocates, manage customer advocacy workflows and track insights to measure effectiveness.

Need a hand with your case studies?

We write case studies for B2B SaaS companies like ClickUp, Okta and WalkMe. Check our our case study writing service

Case Study Layout: 6 Design Elements and How to Make Them Pop

Find out what case study layout and design elements you need to include if you want to grab and keep your reader’s attention. And check out 12 examples from leading B2B SaaS companies.

Updated March 2024: Without a smart case study layout and design elements, no one will read your case study or engage with it. You need the expertise of a designer to grab and keep the reader’s attention.

In this post, we’ll explore 6 case study layouts and design elements you need to include in your next case study. This is the 6th post in a 7-part series on case study best practices.

Case study layout does more than just pretty up a page

Once you’ve figured out the case study components you want to use, then it’s time to work with your designer to figure out a case study layout and design elements that will make your story pop.

Done well, a strong case study layout and design elements will:

  • highlight key statistics, facts or quotes
  • increase readability by providing breaks for the eyes and mind
  • use visuals to explain processes or impacts
  • boost credibility and trustworthiness
  • break complex topics into digestible morsels

Carefully applied color, headers, subheads, bolded text and bulleted lists should be part of every case study.

6 case study layout and design elements to include

Here are 6 other case study layout elements to consider—you should include at least some of these:

1. Add testimonials (with headshots) to your case study layout

Using callouts or pull quotes is the most popular graphic to include in case studies, according to our 2024 survey of 115 customer marketers. Great callouts or pull quotes usually take the form of a customer testimonial. A great quote is a credible third-party review of what you do. Showcase it!

Select the best sound bites from your interview to use as callouts or pull quotes. They should be informative and substantial, but not more than a sentence or two. And don’t be afraid to splice together two fragments into one killer quote (but make sure you run the final version by the interviewee). Be sure to include attribution with all quotes.

And don’t forget to include a headshot with your testimonials. It will deliver instant trustworthiness and credibility. Unfortunately, testimonials are invented fairly regularly by less scrupulous companies, so adding your customer’s face, name, job title and company to the testimonial helps it carry more weight.

Also, readers relate to people. You’ve worked to humanize the customer experience by telling a relatable, candid story in your case study. Hammer it home with a quality headshot. Don’t accept a selfie or a photo from a wedding. Headshots must be on-brand, personable, professional and do both you and your customer justice.

Here’s a sample of a headshot from our own website:

Case study layout example of pro headshot from Uplift

And here’s another sample from HR software company Zenefits’ case study on its customer, Skilljar:

Case study layout example of pro headshot from Zenefits

2. Include strong metrics in your case study layout

Metrics are the third most popular graphic to include in your case studies, but we also know that identifying impactful metrics for case studies is a big challenge.

So, if you ARE able to get some compelling metrics, be sure to showcase them near the top of your case study.

Here’s a simple but effective example of a metrics block from Databricks:

Case study layout example of a metrics block from Databricks

And here’s a cool metrics block from Flock Freight:

Flock Freight example of metrics block for case study

3. Use workplace photos in your case study layout and design elements

If possible or relevant, include other photos from the customer’s workplace. This can help the reader understand the type of industry, work processes and standards of the customer. Vast libraries of stock photos are available if you’re stuck—but your own pictures will be better and tell the story more honestly.

This workplace photo from an Expensify case study on Philz Coffee helps readers quickly understand some of the context of the story.

Case study layout example of workplace photo from Expensify

This product shot from a ServiceChannel case study on FreshPet also helps readers visually connect with the story.

Case study layout example of workplace photo from FreshPet

4. Include data illustrations to enhance your case study layout

Some readers are visual. The best case study layout samples include clear data illustrations with minimal text, which are more effective than a paragraph full of numbers. Experiment with the best way to showcase the statistics or data you have. Examples include:

  • pie chart
  • graph
  • map
  • timeline
  • calendar

ClickUp uses screenshots and graphics to help readers understand what the solution looks like:

Case study layout example of creenshots and graphics from ClickUp

Imprivata (formerly Fairwarning) uses helpful graphics like this to clarify relational information in a visual way:

Case study layout example of a data illustration from Imprivata/Fairwarning

5. Add informative infographics to your case study layout and design elements

Infographics visually break down a complex process into simple steps, or help guide the reader through the highlights of your case study.

Some elements of a case study may lend themselves to infographics more than others. If you think this may be the case, talk to an experienced designer. Translating words into a compelling graphic is an art.

Infographics are currently underused—only 19% of respondents include them as a case study format—but another 39% plan to try infographics this year

Here are two great samples of infographics from Splunk’s case study on Domino’s Pizza:

Case study layout example of infographic from Splunk

Another case study layout example of infographic from Splunk

6. Finish your case study layout with a compelling call to action

If you’ve held your reader’s attention until the end of your case study, they’re likely interested in learning more about your products and services. Consider including a “Read more stories” or “Watch a demo” call to action (CTA) at the bottom of your case study layout. Make sure your case study CTA stands out from the text in your case study by using large fonts, colors and graphic elements like boxes or lines.

Here’s an example from Flock Freight that illustrates how this CTA element could look:

CTA case study layout example from a Flock Freight case study

Here’s another example of a CTA from Waldo, which offers readers two avenues to explore next:

CTA case study layout example from a Waldo case study

Case study layout is important, but keep the focus on the story

Remember, although the visual elements of a case study template should be strong, the text is still the main feature of your case study. You should use case study layout and design elements to pull the reader through the story, highlight key points and make for an easier reading experience. Don’t let the case study layout and design elements overwhelm the reader.

You’re swamped. We’re here to help.

Check out our B2B SaaS case study writing services. We work with high-growth companies like Okta and WalkMe to create powerful case studies that nurture leads and close sales faster.

Marketing Case Studies: 2024 Trends & Insights for SaaS

It’s difficult for customer marketers to evaluate how their peers at other SaaS companies create and use customer stories—what they’re getting right, and what they’re learning along the way. We did a survey to find out.

As a sales tool, well-crafted and repurposable marketing case studies are hard to beat. Almost every SaaS company publishes case studies to demonstrate the real-world benefits of their products by showcasing the success stories of their customers.

But the customer advocacy landscape has shifted significantly over the past year, thanks to evolving strategies, priorities and technology. And as a community, we have a lot of questions. For example:

  • How are folks using AI to produce SaaS marketing case studies?
  • How many new stories are marketers planning to produce in 2024?
  • How do you get enterprise companies to participate in a case study?
  • What new formats, tactics or trends might work for me? 
  • Which customer advocacy activities have the most impact on revenue? 

So, for the third year in a row, our SaaS content marketing agency surveyed 115 of your customer marketing and advocacy peers, pulling back the curtain to compare and share experiences from SaaS companies both large and small. 

Read on to see what customer marketers are currently doing—and learn from their experiences to guide the planning and production of your own marketing case studies.

Included in this report

If you prefer, you can download the report as a PDF.

Case studies are important because customers can tell their stories better than we can. Their use cases are real-life—and great case studies demonstrate the value our product brings to their business.

Samira McDonald, Sr. Community Program Manager, Akeneo
Samira McDonald

Marketing case studies: still the #1 marketing tactic to increase sales

For the third year in a row, SaaS marketers ranked case studies the #1 most effective marketing tactic to increase sales—ahead of general website content, SEO, blog posts, social media, paid ads and other tactics.

In fact, this year, 49% of SaaS marketers said that case studies are ‘very effective’ at boosting sales—an increase from 39% last year.

How effective are these marketing tactics in increasing sales for SaaS companies?

Customer stories are important because our customers look to their peers for best practices and decision-making.

Rachael Taft, Customer Lifecycle Marketing Manager, Granicus
Rachael Taft

How many marketing case studies do you really need?

Survey respondents ranked marketing case studies as the most popular customer advocacy activity. But producing them requires a significant amount of time. 

The goal is to strike the balance between having enough SaaS marketing case studies to cover key products, features, use cases, verticals, company sizes and job titles—while not wasting resources by creating repetitive stories.

What that “right” number of case studies should be is different for everyone, but it’s useful to consider how many B2B marketing case study examples other SaaS companies are producing—and here’s a hint: that number is increasing year over year.

See blog post: 7 Ways to Repurpose Your Case Studies to Extend Their Value

Customer stories are important because they provide critical real-life social proof for prospects in the evaluation stages.

Jake Sotir, Growth Marketing Manager, Practice Better
Jake Sotir

How many marketing case studies do you currently have in use?

The trend is clear: B2B marketing case studies are a growing priority for SaaS companies. 

In our most recent survey, SaaS companies reported having 50 active written or video case studies on average in 2023—that’s an increase from 38 active stories in 2022, and 28 the year before.

Larger companies (500+ employees) have an average of 75 active case studies, while smaller companies (<500 employees) have an average of 24.

How many case studies do SaaS companies have in use?

Tip: Review your marketing case studies annually to see if any need to be removed or updated.

How many new marketing case studies did you produce in 2023?

SaaS companies produced an average of 14 new marketing case studies in 2023 (that’s an increase from 12 new stories in 2022 and 11 the year before). 

How many new case studies did SaaS companies produce in 2023 vs past years?

Interestingly, SaaS companies that use agencies or freelancers to write their case studies produced 67% more than those that wrote them in-house (18 vs 11).

How many new case studies did SaaS companies produce in-house vs using an agency in 2023?

Will you produce even more marketing case studies in 2024?

On average, SaaS companies plan to produce 19 new B2B marketing case studies in 2024, a 38% increase from how many they produced in 2023.

How many new case studies do SaaS companies plan to produce in 2024 vs 2023?

Tip: Scale your case study production by creating processes and templates to capture customer successes more easily.

What type of stories do you tell?

No doubt you’re familiar with the traditional Challenge/Solution/Results structure for marketing case study examples—most SaaS companies are, with 82% saying it’s one of their go-to story types

But we’re seeing a lot of movement towards other types of stories as well, including:

  • Use case stories: how the customer is using the solution
  • Best practices: advice from a customer on how to solve a common challenge
  • Adoption stories: how the customer learned the new solution and put it to use
  • Switcher stories: why a customer moved from a competitor to your company
  • Implementation stories: how the customer implemented the solution

Interestingly, use case stories are currently the most popular type of marketing case study to tell.

What types of case studies do SaaS companies tell?

Tip: Set a goal to experiment with at least two new story types this year.

Do any of your marketing case studies target existing customers?

Overwhelmingly, SaaS companies create digital marketing case studies to target prospective or new customers.

How many case studies are for prospective vs existing customers?

27% of survey respondents create marketing case studies to engage existing customers, showing them new use cases, features or additional products. 

Large SaaS companies with more than 500 employees are more likely to create stories for existing customers than smaller companies.

Tip: Use marketing case studies to help with adoption, cross-sell, upsell and retention.

Have you changed how you produce marketing case studies as a result of turmoil in the industry?

Many SaaS companies have felt the pinch of budget cuts and layoffs recently—or are facing that possibility. 

Despite this, 30% of respondents haven’t changed how they produce content marketing case studies. 

The other respondents are using 3 primary strategies for producing case studies in uncertain times:

  • 22% are producing more case studies because they drive sales
  • 22% are using AI to help produce case studies 
  • 21% are creating lower-cost case studies

As layoffs and budget cuts continue, what are SaaS companies changing about how they produce case studies?

Customer stories are important because, at N.Rich, roughly every other sales conversation with a prospect ends with the question, “Do you have a case study for this?” We couldn’t have converted most of our clients without customer stories.

Yulia Olennikova, Head of Marketing, N.Rich
Yulia Olennikova

What makes marketing case studies successful?

Our surveys consistently show that SaaS marketers agree on many of the critical elements of a successful marketing case study: they should have relevant metrics, discuss relatable business challenges, and tell an engaging story

But on other points—for example length of story and favorite format—there is a wider range of opinions. In this section, we dive into what makes great digital marketing case studies.

What formats are most popular for marketing case studies?

Most companies publish their B2B marketing case studies in multiple formats, according to our 2023 report. The most popular are: 

  • text (HTML) on the company website (74%)
  • text (PDF) on the company website (73%)
  • social media post (63%)

What case study formats do SaaS companies currently use?

What’s the breakdown of written vs video case studies?

Overall, 72% of current case studies are written and 28% are in video format. That split generally holds true no matter the:

  • size of the company
  • total number of case studies in use
  • whether those stories are created in-house or not

How many written vs video case studies do SaaS companies have?

While video case studies are considered more authentic and easier to consume by many, respondents gave 2 primary reasons for creating more written stories than video:

  • Customers are more willing to participate in written stories
  • Written stories are less expensive to produce

Tip: Some people prefer to read, while others prefer to watch a video. Where budget permits, create both written and video versions of each story to provide options—and get the most out of each story.

What case study formats do you want to try (or do more of) in 2024?

A year ago, 56% of SaaS companies said they wanted to try (or do more) video case studies in 2023. And many SaaS companies, particularly smaller ones, continue to want to produce more video stories.

But the top 2 marketing case study formats that marketers want to try (or do more of) in 2024 are: 

  • customer spotlights (showcasing one customer per month, for example) 
  • case study compilations (combining multiple stories into one document)

What case study formats do SaaS companies want to use more of in 2024?

Tip: Once you’ve created your written case study, it’s a relatively small lift to turn it into a number of other assets. Include other formats as part of the core deliverable.

How do you get your marketing case studies in front of more prospects or leads?

A great digital marketing case study means nothing if no one reads it! 

Most respondents (59%) for our 2023 report said their preferred method of getting eyeballs on case studies is by encouraging sales reps to use them in calls, emails and pitches. 50% said sharing on social media is effective.

The third most popular way of ensuring visibility for case studies is to place them on a prominent part of the website.

How do SaaS companies get the most eyeballs on their case studies?

Tip: Create a formal promotion and distribution strategy for your case studies.

How long should a marketing case study be? 

Across the board, respondents to the 2023 survey kept B2B marketing case studies between 500 and 1,000 words—as they did the previous year—regardless of company size or the number of case studies in use.

That said, our 2024 survey respondents have some different opinions: 

  • “We’ve recently been pushed to only produce short (<750 words) stories, which leaves out a lot of detail and nuance.”
  • “I think we need to move more away from challenge/solution/outcome and get deeper on the HOW/WHY for certain use cases.”
  • “The stories are short, and lack information and strategy. They tell me nothing and cannot be used on the customer side.”
  • “I think we do a good job at creating traditional stories. I’d like to see us get more creative in 2024 with more curated, snackable content.”
  • Our case studies are getting too long and don’t have enough impact. We need to make them more consumable.”

As you can see, there’s very little agreement on what length stories are ideal.

Tip: Create a mix of short, easily digestible stories and longer, more detailed stories.

Should you gate your marketing case studies?

For most SaaS marketers, the answer is ‘no.’ In the 2023 report, 76% of survey respondents said they don’t gate any of their marketing case studies, a sharp increase from 49% the previous year.   

For example, only 9% gate all of their case studies, while 15% gate some of them.

Tip: Make it easy for prospects to read about your customers’ successes. Don’t gate your case studies.

No CTA? You’re missing a key opportunity

A call to action (CTA) is an important element of content marketing case studies. A case study CTA directly invites readers to engage with your product or company at a deeper level, offering them a clear next step. 

Almost half (46%) of SaaS companies use a CTA in all of their case studies, according to our 2023 report, while a quarter don’t use a CTA at all.

The most common CTAs for content marketing case studies are: 

  • Book a demo (62%)
  • Contact us (38%)
  • Read another case study (20%)

Tip: In every case study you publish, tell readers what you want them to do next.

Do you use enough images in your marketing case studies?

You invest significant time and other resources in creating engaging marketing case study examples so be sure you’re making the most of every case study component—such as images and a compelling call-to-action—that could further boost the case study’s effectiveness.

While 93% of SaaS companies use images in their marketing case studies (according to our 2023 report), those images are incorporated in different ways.

Using pull quotes with design elements is the most popular graphic to include, followed by headshots with quotes. Icons in support of KPIs and metrics are third.

Photos of the customer’s product, headquarters or office, as well as charts, are less widely used.

How do SaaS companies incorporate images in their case studies?

Tip: Add images to your customer stories for visual interest, as well as credibility.

How do you find the right customers to participate in marketing case studies? 

Finding enthusiastic customers with a great story to tell can be challenging. In this section, we look at how you can encourage your sales team to identify participants for marketing case studies. 

We also explore ways you can encourage customers to participate—and why some customers still say ‘no.’

Download the cheat sheet: 41 Ways to Identify Customers for Case Studies

Customer stories are important because brand trust is low. People want to hear directly from the product users!

Rachel Ward, Director of Customer Marketing, Absorb
Rachel Ward

How do you choose which stories to tell?

Though it would be great to tell the story of every happy customer, that’s usually not feasible. Instead, you need to be strategic about which customers to feature in your marketing case study examples.

Most SaaS marketers say that the #1 criterion to consider when deciding which stories to tell is the impact of the results, according to our 2023 report. 

Other key considerations are: 

  • alignment of the customer’s story to the SaaS company’s strategy
  • availability of metrics
  • various use cases

Characteristics of the customer company (like size, region and industry) are of secondary importance, although SaaS marketers do prefer to profile well-known companies when possible.

What factors are most important when choosing which case studies to create?

Tip: To decide which stories to prioritize, assess your goals, gaps and current stories, then build a roadmap.  (Thanks for the tip Mary Green!)

Logos are important

A strong majority (close to 80%) of SaaS companies include the customer name and logo in all of their digital marketing case studies, according to our 2023 report. Only 3% of companies have mostly non-logoed case studies.

Tip: Foster trust by placing your customer’s logo on the landing page for all of your marketing case studies, as well as on the individual story page.

Motivate your sales team to find happy customers

Sales development representatives (SDRs), account managers and customer success managers (CSMs) play an important role in identifying and securing participants for marketing case studies. 

Most SaaS companies use “emotional” tactics to motivate their employees to identify ideal case study candidates, according to our 2023 report. 

For example, the company reminds their employees of the benefits of a case study to the company, as well as to them personally (67%), or the company fosters a cooperative, team environment (54%).

About 25% of companies give gift certificates, swag or cash to motivate their employees to find case study participants in 2023, which is a 20% increase over the previous year. The most common dollar value for the incentive to the SDRs, account managers and CSMs was $50 to $100 USD (38%) or $200 to $500 USD (29%).

How do SaaS companies motivate their sales team to identify customers for case studies?

Tip: Meet with the sales team regularly to build a collaborative relationship.

Incentivize your customers to participate in marketing case studies: yes or no?

Marketers rarely directly incentivize customers to participate in marketing case studies. According to our 2023 report, over 50% of the SaaS companies surveyed offer customers no specific incentives to participate in a case study—happy customers love to share their stories. 

About 40% of companies proactively build case study participation into an initial contract. Almost 70% of companies offer an indirect incentive to their customers by explaining the benefits of participating.

But some SaaS companies do sweeten the pot with direct incentives, including reduced fees for future services, swag or gifts. For those who offered direct incentives in 2023, the dollar value was most commonly under $50 USD (36%) or $100 to $200 USD (28%).

Customer stories are important because they are roadmaps to success and third-party validation for partnering with Level.

Brian Shipley, Director, Customer Marketing, Level Access
Brian Shipley

What are your biggest challenges with marketing case studies?

This year, most survey respondents agree that the 3 biggest challenges in producing quality case studies are: 

  • Finding customers to participate or willing to be named  
  • Identifying impactful metrics 
  • Getting approvals from customers 

Download the cheat sheet: 41 Ways to Identify Customers to Participate in Case Studies

What are the biggest challenges for SaaS companies in producing quality case studies?

How do you secure participation in case studies from enterprise companies?

A marketing case study from an enterprise company is valuable for its persuasiveness, credibility and ability to showcase your solution at scale. 

But it can also be VERY challenging to get permission to produce enterprise stories—and get them approved.

The most common obstacles that slow down or even block enterprise stories from seeing the light of day include: 

  • extensive legal and approval processes
  • confidentiality and proprietary concerns

Other challenges highlighted by our survey respondents include:

  • “Strict PR / external endorsement policies”
  • “Too many people involved in the process and too long to accomplish”
  • “Getting their attention”
  • “Not enough time with those types of customers”

Even with many challenges at play, an impressive 82% of SaaS companies have successfully secured case study participation from enterprise companies.

And they’ve done it using a variety of tactics, including:

1. Relationship-building and trust

  • Fostering trust between CSMs and the enterprise
  • Collaborating with the customer on the storytelling
  • Timing the request strategically, such as after a big win
  • Having executive sponsors or high-level management initiate the request 

2. Emphasizing mutual benefits

  • Boosting visibility of the customer’s company 
  • Enhancing the customer’s (company and personal) brand  
  • Offering incentives and rewards
  • Attracting talent by showing the company to be a leader or innovator

3. Contractual and control considerations

  • Ensuring security and privacy concerns are respected and mitigated
  • Offering content control and final approval
  • Incorporating case study participation in contracts
  • Engaging with the customer’s PR and legal teams from the start to ensure smooth approvals and adherence to guidelines 

See 41 ways to identify customers to participate in case studies.

Customer stories are the proof point that our company uses to demonstrate that we can deliver on the promises we’re making to the market.

Andrew Sevillia, Customer Marketing and Advocacy, UiPath
Andrew Sevillia

10 tips for getting enterprise companies to participate in case studies

We asked the survey respondents how they get enterprise customers to agree to participate in content marketing case studies. Here’s what they said:

“We enable our sales teams to introduce customer marketing opportunities early on in the sales cycle so bigger accounts view it as a community value-add and are more inclined to share their stories.” – Hannah McKeen, Senior Customer Marketing Manager, Jellyfish

“I often lead with other avenues first to engage the customer, like speaking at an event. I then use that as the flywheel to create written content. I very rarely lead with ‘let’s do a case study’ since this approach will often get shut down by PR/legal.” – Tiffany Keel, Customer Marketing Professional

Provide them with a packet full of co-marketing opportunities, as well as provide all raw footage to them for their use. Make it all for and about them. Toss in a few free tickets for your annual conference.” – Michael Sciano, Senior Customer Marketing Manager, ServiceTitan

What I’ve seen work well in the past few years: outlining the process (and how easy we’ll make it for them), sharing examples of other companies who’ve done stories with us, offering full editing rights, including ‘participation in a case study’ as an upfront ask in contracts, not letting “logo use” make or break a collaboration, and staying open to anonymized stories (if they’re strong!).” – April Runft, Senior Content Marketer, Vyond

I find out what their brand messaging and main value drivers are and make sure to include that in my story pitch.” – Elizabeth Raffa, Customer Marketing Lead, HackerOne

Convince them that the story is a vehicle to attract more high-end talent for their teams.” – Daniel Palay, Senior Manager of Customer Advocacy, Grafana Labs

Building it in their contracts and providing a discount for services in return for stories.” – Becca Snee, Customer Advocacy Manager, Total Expert

Use the relationship owner, and ask after a big win. Make sure you know exactly what the story is that you want to tell, and be ultra-specific on what the deliverables will be.

Never use the term case study (it sounds clinical and like it might divulge sensitive info). Instead, use terms like, “share your successes with…,” or “highlight what you accomplished.

All things considered, people who work at enterprise companies are still people. They want to feel in control of the process and be proud of the final result
.” – Patrick Kalie, Senior Customer Marketing Manager, Swoogo

Interview the most senior people you can as part of the case study so that they won’t need approval from anyone else to publish the story.” – Lauren Turner, Director of Customer Marketing, Alyce

Work with your PR teams to make in-roads with your clients’ PR teams. Getting senior leaders from large enterprises in an interview is so much easier if they see it as mutually beneficial. Just like you, your clients want to build the brand of their people or their company. Just make your job easier by aligning with those who have a similar charge within your client base.

If you have other roads to get your customer in front of a camera on a more casual basis, do it! Best to start with capturing the customer evidence first. That way you can leverage it privately. Then work for permissions before pouring time and money into getting your content polished for publication
.” – Kyle Yantis, Associate Director of Customer Experience, SlapFive

Do you have strong metrics in your marketing case studies?

Another challenge marketers commonly face is getting strong metrics for case studies. 

Potential customers want to know how your SaaS products can solve their challenges and improve their bottom line. Nothing illustrates that better than concrete numbers in a relatable case study.

See blog post: Struggling to Get Case Study Metrics? Here’s What You Can Do

Metrics make an impact in marketing case studies

3 in 4 companies (74%) have metrics in at least half of their marketing case studies—and 25% have them in almost all their case studies, according to our 2023 report. Only 8% of SaaS companies have case studies without any metrics.

How to get metrics that matter

We asked respondents how they get metrics to use in their marketing case studies for our 2023 report. Here’s what they said:

How do SaaS companies get metrics to use in their case studies?

Tip: Don’t wait until the interview to ask the customer about metrics. Very few people know this information off the top of their heads.

Keep on top of KPIs  

One important way to ensure you have great metrics for case studies is to schedule regular conversations with your customers on exactly that topic. Together, you can decide on the best KPIs to track and measure—and how to do that. 

The majority of SaaS companies discuss KPIs, benchmarks and metrics with their customers at least once a quarter

While these conversations are important, their frequency varies considerably by customer:

  • 5% of companies discuss KPIs with customers more than once a month
  • 21% do so monthly
  • 30% quarterly
  • 32% less than quarterly

How often do companies talk to customers about KPIs, benchmarks and metrics?

Customer stories are important because I subscribe to the philosophy that there’s no selling tool more powerful than the voice of the customer.

Tom Haushalter, Content Marketing Manager, Global Marketing, Nordhealth
Tom Haushalter

How do you get approval for your marketing case studies?

Another big challenge when producing case studies is getting them approved. Last year, a third of our survey respondents had at least one case study NOT get approved

SaaS companies use a variety of tactics to secure approvals, but the top 2 strategies are:

  1. Positioning the story as great exposure for the customer
  2. Making any edits the customer requests

What strategies to SaaS companies use to ensure case studies get approved?

Tip: Nail down approvals before you start interviews or writing the story.

Produce marketing case studies in-house or outsource? And what about AI?

We all know that marketing case studies can be a beast to produce. From first identifying the customer to final approval, it can take weeks, if not months, to create a compelling story that your customer approves.

Last year, we found that it takes an average of 2 months to produce a case study.

Within that time frame, the marketing team spends an average of 12.7 hours actively working on each case study.

Tip: Consider outsourcing case study production if your marketing team is overwhelmed or you need to scale production quickly.

Who writes your marketing case studies?

The majority of smaller SaaS companies—those with 500 employees or less—rely on in-house writers or in-house marketers to write their marketing case study examples. 

In-house writers and agency writers most often write case studies for large SaaS companies with 500 employees or more.

Find out how to write a case study in 9 steps.

Who writes the case studies at SaaS companies?

Does outsourcing the writing really save time?

Our respondents say ‘yes!’ Using an agency or freelancer saves marketers 12.5 hours per case study

If you’re planning to produce 19 case studies this year (like our survey respondents are), using an agency or freelancer could save you 237.5 hours this year—that’s 34 work days

Check out our case study writing service.

Tip: Think about what you and your team could accomplish if you “found” 34 extra work days.

And speaking of saving time…

Should you use AI in case study production?

2023 brought wide access to generative AI tools like ChatGPT. Already, over a third of SaaS companies surveyed (36%) use AI in at least one step of case study production. 

AI use is highest in smaller SaaS companies, with 49% reporting some AI use in at least one step of case study production.

Do SaaS companies use AI to help produce case studies?

Tip: Dive in and experiment with AI to see what might work for you—or not.

What case study tasks is AI best for?

When it comes to producing marketing case study examples, SaaS companies use AI most often for organizational or administrative tasks, such as transcribing interviews, organizing notes or creating an outline. 

What steps in the case study production process do SaaS companies use (or want to try) AI tools for?

Companies are less likely to trust AI for creative or storytelling work such as identifying pull quotes or writing a first draft. 

This is not a surprise, given that 75% of respondents say their biggest concern with AI is its lack of nuance in telling a human story.

Interestingly, over one-third of respondents say they’ll never trust AI to write a first draft.

Editing, proofing or formatting work is even less likely to be assigned to AI. Other key concerns are plagiarism and duplicate content.  

Tip: Double down on the tasks that AI does well.

What steps in the case study production process do SaaS companies use (or want to try) AI tools for?

Does AI save time with customer story production?

While some SaaS companies have turned to generative AI tools such as ChatGPT for help producing B2B marketing case studies, those that do report that AI saves just 1 hour per story.

Customer stories are the breath of the company and it brings our aspirations to life when our customers sees the value we bring to their day-to-day business.

Div Manickam, Mentor & Product Marketing Influencer,
Div Manickam

Are you happy with your marketing case studies? 

SaaS marketers agree that the most effective case studies:

  • include relevant metrics
  • discuss relatable business challenges
  • tell an engaging story

Overall, SaaS marketers are satisfied that their case studies contain those key elements.

But our 2023 report did identify a few key areas marketers want to improve:

  • Stronger metrics and KPIs that show results
  • Using the case study more often in a variety of ways
  • Adding video elements

How satisfied are you with your case studies?

Only 12% of SaaS marketers are ‘very satisfied’ with their case studies—that’s about the same as last year, but a little less than 2 years ago. 

That said, 53% of respondents are ‘rather satisfied’ with their stories, which means the majority of marketers are more-or-less satisfied with their case studies, but feel there is some room for improvement.

How satisfied are SaaS marketers with their case studies overall?

Frank talk from respondents on how satisfied they are

Our survey included a few open-ended questions, inviting respondents to speak candidly about their specific experiences and reflections on how satisfied they are with their case studies. 

Here’s what they had to say: 

On customer story fails 

Respondents listed 4 main areas of dissatisfaction with their current slate of case studies:

1. They lack impactful metrics
  • “We can rarely name names, and even less frequently capture ROI/value proof points.”
  • “The hardest part is gathering ROI metrics from customers. Oftentimes, customers can easily identify the challenges and solutions, but have a hard time quantifying the impact. Many of our case studies get stalled because we are missing that metrics/stats piece.”
2. They’re too long
  • “Our case studies are getting too long and don’t have enough impact. Need to make them more consumable.”
3. Content isn’t powerful or pointed enough
  • “I don’t think our case studies are convincing or relevant.”
  • “Due to leadership changes over time, there’s a lack of consistency in the stories.”
4. There’s not enough of them
  • “We can’t get customers to agree to do them. We can’t get the metrics from the customers. They’re reluctant.
  • “We need to be more proactive in asking customers for participation.”

On case study wins

Respondents also gave 4 main areas of satisfaction with their case studies:

1. The customer is the hero—and happy
  • “We put the customer first and our tech as the supporting character.”
  • “We are lucky and have a healthy bench wanting to share their stories and explore creative ways to develop them.”
2. Variety of stories
  • “We have a wide range of case studies with really tangible outcomes.”
  • “We’re building a diverse library of industries, use cases and role levels, and we’re making strides on creating more video content.”
3. Concrete metrics
  • “Our stories are clear, concise and increasingly metrics-driven, which resonates well with various buyer personas.”
  • “We have hard numbers in our case studies which makes them more trustworthy. We also stay in touch with customers and try to update the stories as some major changes happen.”
4. Great team
  • “We have an outstanding team that really brings out the best customer experiences within a story.”
  • “We have a strong comms team and storytelling is what they do best.”

On plans for improvement

A few common themes emerged when survey respondents discussed their customer story goals for 2024: 

  • Diversity: “Most of our stories are very similar. In 2024, we’ll focus on expanding our stories to dive into specific use cases to increase retention and expansion.”
  • Need more: “I need to get more enterprise stories. We’ve just run a nominations campaign and now have more in the pipeline.”
  • Strategy: “We haven’t had enough bandwidth to create a cohesive promotional strategy.”
  • Simplify: “We need more case studies and need to simplify the process of procuring them.”

With an expensive and complicated product, our buyers want assurances that we can deliver on our promises. Customer stories validate and reinforce our messaging.

James Lustenader, Sr. Manager, Customer Advocacy, Planview
James Lustenader

How do you measure the success of your marketing case studies?

A third of SaaS marketers say they don’t measure the performance of their case studies at all because they lack the time or resources to do so.

The rest of the respondents use a variety of tactics to evaluate the success of their case studies:

  • Video views and time on page are more widely used this year over last
  • Landing page traffic, frequency of use by sales reps, and feedback from sales reps remain key indicators of success
  • Clicks from social media has decreased in importance as a way to measure success

How do SaaS companies measure the performance of their case studies?

Tip: It’s hard to measure how case studies impact sales, but you need to try. Pick 2 to 5 metrics and measure them consistently.

Which customer advocacy activities give the best ROI?

What is customer advocacy?

Customer advocacy is putting your customers’ needs first to build meaningful relationships and deliver solutions. 

When customers are supported, successful and happy, they will often become advocates for your company and participate in customer advocacy activities, like case studies, reference calls and speaking events.

From content marketing case studies to video testimonials to webinars, the list of possible customer advocacy activities is long—and busy customer marketers and customer advocacy professionals are spread thin. 

Small teams, sometimes left scrambling in the wake of layoffs, budget cuts and restructuring, are often asked to do more with less.

In these challenging times, it becomes more important than ever to prioritize—and that’s a balancing act between resources and return. 

We asked our survey respondents to rank their customer advocacy activities using a few different factors:

  • Most used
  • Biggest impact on revenue
  • Smallest dollar amount spent
  • Easiest to get customer participation
  • Most requested by sales teams
  • Least amount of time required

Tip: Think about the factors that are most important for your company when deciding which advocacy activities to prioritize.

What customer advocacy activities do you ask customers to participate in the most?

Of the 10 customer advocacy activities we asked about in the survey, 96% of respondents say they ask customers to participate in written case studies

Written case studies are also a favorite of sales teams, who request them more than any other advocacy activity. 

Speaking events, including webinars (89% of respondents), and video case studies (84%) were the next activities that marketers ask customers to participate in the most. 

Which advocacy activities do SaaS companies ask customers to participate in?

Tip: Put a plan in place to make sure your best advocates aren’t bombarded by requests.

How willing are customers to participate in advocacy activities?

Of course, customer advocacy doesn’t work without engaged and agreeable customers. And customer participation is easier to secure for some activities over others. 

Survey respondents selected the 3 customer advocacy activities that are easiest to get customers to participate in. Here’s what they said:

  1. Reference calls with prospects (44%)
  2. Written case studies (39%)
  3. Written testimonials (37%)

Tip: Find out what activities your individual advocates prefer, then try to stick to those activities when making participation requests to each of them.

Which advocacy activities impact revenue most?

The ultimate goal of most customer advocacy activities is to boost sales and revenue. To that end, SaaS marketers say the 3 customer advocacy activities with the most impact on revenue are:

  1. Reference calls (72%)
  2. Written case studies (49%)
  3. Speaking events, including webinars (42%)

What customer advocacy activities have the biggest impact on revnue  vs how much they're used?

Customer stories are important because they bring our solution to life. Peer insights are critical in our market.

Ken Roden, Sr. Director, Global Marketing, Wiley
Ken Roden

Which advocacy activities do sales teams request most?

Sales reps rely on customer marketing and advocacy teams to provide collateral to help them close bigger deals, faster.

Asked to identify the 3 types of advocacy activities that sales teams ask for the most, survey respondents said:

  1. Written case studies (76%)
  2. Reference calls (67%)
  3. Video case studies (35%)

Tip: Work closely with sales to identify customers who have a great story to tell.

Which advocacy activities do you spend the most money on?

Customer marketers and advocacy professionals are always careful to look at their budget when weighing up the costs of each activity versus the impact the activity has on revenue.

Asked to select the 3 customer advocacy activities they spend the most money on, survey respondents said: 

  1. Speaking events, including webinars (52%)
  2. Video case studies (50%)
  3. Written case studies (30%)

What customer advocacy activities have the smallest budget and the biggest impact on revenue?

Customer stories are important because they add a human element to the product. Especially since SaaS is an online product, it reminds buyers that there are humans who use 6sense and in doing so, their lives are made easier.

Grace Gagnon, Customer Stories Manager, 6sense
Grace Gagnon

Do you have a customer advisory board?

Customer advisory boards (CABs) are used more commonly by bigger companies than smaller ones—76% of SaaS companies with more than 500 employees use them, while only 42% of companies with less than 500 employees do. 

Implementing and running the boards requires a significant investment. 47% of companies that have a CAB rank it as one of the advocacy activities they spend the most money on.

Having the right kind of customer stories is so important. Knowing the target audience is critical so you can align the message with the audience. Prospects are looking for different insights from stories as compared to customers.

Michael Sciano, Senior Customer Marketing Manager, ServiceTitan
Michael Sciano

What are the pros and cons of each advocacy activity?

In this section, we distill the responses to our survey questions about which customer advocacy activities marketers prefer and why. It’s a great resource to use as you develop your customer advocacy strategies.

Pros and cons: at a glance

What are the pros and cons of different customer advocacy activities?

Pros and cons: a detailed summary

Let’s look at the details behind those happy faces. Here are specific pros and cons for each of the 10 customer advocacy activities, according to your customer marketing peers.

Advocacy activityProsCons
Written case studiesMost used activity

Fairly easy to secure customer participation

Most requested by sales teams 

Relatively small amount of money spent on this activity

2nd highest impact on revenue
Time intensive
Speaking events, including webinarsMost SaaS companies use this activity

Ranked 3rd in terms of biggest impact on revenue (but only 42% of respondents said it has a ‘big impact’ on revenue)
Both small and large SaaS companies spend the most money on this activity

2nd highest time investment

Video case studiesMost SaaS companies use this activity

3rd most requested activity by sales (but only half as much as written stories)
Companies spend the 2nd highest dollar amount on this activity

3rd biggest investment of time

Most difficult activity to secure customer participation in 

Relatively low impact on revenue (ranked #5 of 10 activities for having the most impact on revenue)
Reference calls with prospectsMost SaaS companies use this activity

Highest impact on revenue

Companies spend a relatively small dollar amount on this activity

Less time-consuming than many other activities

Easiest to secure customer participation in

Ranked #2 among activities most requested by sales
Written testimonials3rd easiest activity to get customers to participate in

Little time investment required 

Companies spend the least on this activity
Very little impact on revenue
Video testimonialsNoneNot in top 5 advocacy activities (but used more at big SaaS companies)

Most difficult activity to secure participation in (tied for 1st with video case studies)

4th biggest dollar investment
Low impact on revenue
Peer reviewsRelatively easy to secure participation

Low time and dollar investment
Not in top 5 advocacy activities (but 65% of respondents use it)

Low impact on revenue
Customer advisory boards (CABs)76% of big SaaS companies have one (vs 42% for small companies)1 of top 3 biggest dollar investments for big companies

Low impact on revenue

Difficult to secure
customer participation
ReferralsUsed more often in small SaaS companies than big companies

High impact on revenue 

Relatively small investment of money and time
Difficult to secure participation
Social media sharing and engagementSmall investment of money and timeLeast used customer advocacy activity

Moderately challenging to get customers to participate in

Very little impact on revenue

Tip: Prioritize the customer advocacy activities that currently work well for your company, your sales team and your advocates.

If you’d like, you can download the report as a PDF.

Thank you to all survey respondents

If you were one of the 115 marketers who completed our survey this year, thank you! Your input has provided valuable case study trends and insights that all customer marketing and advocacy professionals can make smarter decisions from. 

Survey methodology

We surveyed 115 SaaS customer marketers or professionals in similar roles who currently use case studies as a marketing tool. 

We collected survey responses from Nov. 14, 2023, to Dec. 12, 2023, using an online survey tool. We recruited respondents through customer marketing-related Slack groups, LinkedIn and Uplift Content’s newsletter.

80% of the companies our survey respondents work for are based in the United States. 3% work for companies based in Canada and 3% in the UK. 

The remaining 14% of respondents work for companies based in Israel, India, Hungary, Germany, Finland, Pakistan, France, Czech Republic, Brazil and Australia.

Report included some information from previous years

Most information in this report is from the survey we conducted at the end of 2023 (for this 2024 report) with 115 customer marketing and advocacy professionals. 

We’ve also included a small amount of information from the 2023 report. We’ve clearly indicated these instances.

Why are we using some older information? 

We can only ask so many questions in each survey—and our surveys are long as it is! 

For the 2024 report, we wanted to dive into some new topics. This meant we weren’t able to ask all of the same questions from previous years, but we didn’t want to leave any valuable or relevant information out of this year’s report.

Need a hand with your marketing case studies?

At Uplift Content, we write case studies for high-growth B2B SaaS companies like ClickUp, WalkMe and Okta.

Check out our customer story writing service.

When I started at ClickUp, we had nearly zero case studies. I was under a lot of pressure to produce stories quickly to support our marketing and sales enablement efforts. 

Working with Uplift was a game-changer for us! We were able to scale our strategic case study output 3x since partnering with Uplift.

Tiffany Keel, Former Head of Customer Advocacy, ClickUp
Tiffany Keel

22 SaaS Lead Generation Tactics to Implement in 2024

Find out 22 ways to generate leads for your SaaS company. Tactics include email outreach, partnerships and referrals.

Updated March 2024: Effective SaaS lead generation drives revenue and establishes brand authority in the minds of potential customers. The right strategies can position your SaaS business as a trusted solution provider.

To help your business grow, we have created a comprehensive guide to SaaS lead generation. Here are the topics we cover:

What is SaaS lead generation?

SaaS lead generation is the process of attracting potential customers for a Software as a Service (SaaS) product. The aim is to build a pipeline of qualified prospects that you can convert into paying customers. 

Successful SaaS lead generation focuses on understanding the target audience, providing valuable information and leveraging digital channels to engage and convert leads effectively.

Why is SaaS lead generation important?

SaaS lead generation is essential for identifying potential clients, driving revenue growth and optimizing marketing strategies. By consistently attracting qualified leads, SaaS companies can expand their customer base, increase sales and stay competitive in the market. Efficient lead generation ensures a steady pipeline of prospects, fostering long-term business success.

22 tactics for SaaS lead generation

22 tactics for SaaS lead generation

Ready to supercharge your B2B SaaS lead generation efforts? Discover a range of proven tactics and techniques tailored to capture the attention of your target audience and convert them into loyal customers.

1. Write high-quality, optimized blog posts

Craft compelling blog posts that are tailored to your target audience’s interest and pain points to attract and engage potential customers. 

B2B buyers respond well to blog posts: 65% prefer to learn about products via short-form posts. Plus, your business can establish credibility, drive organic traffic and capture leads by providing valuable insights and showcasing the benefits of your SaaS solution.

CTA: Need a hand with blog posts? Check out our blog writing service.

2. Use long-tail keywords to improve SEO and attract organic traffic

Search engine optimization (SEO) plays a crucial role in SaaS lead generation. But it can be tough to rank highly in search engine results pages (SERPs) for generic keywords. It is usually easier to rank higher for long-tail keywords, which are highly specific keyword combinations.

By optimizing your content for relevant long-tail keywords, you can improve your visibility in SERPs and attract highly targeted organic traffic. This increases the likelihood of capturing qualified leads and enhances your website’s overall relevance in the eyes of search engines.

Long-tail keywords can be more attractive to readers, too. In fact, keyword phrases that contain 10-15 words tend to get 1.76x higher click-through rates than single-word keywords.

3. Use gated content (lead magnets) to capture leads

Offering gated content—such as ebooks, whitepapers or guides—in exchange for someone’s email address is a proven strategy for capturing leads. By providing valuable lead magnets that address specific pain points or challenges, you can demonstrate expertise, build trust and improve goodwill.

CTA: Check out our ebook and white paper writing services.

Keep in mind that not all types of gated content are equally effective. For example, 64% of buyers are willing to give up their email address for a gated webinar, while only 37% will provide an email address for gated multimedia content.

4. Publish case studies to showcase success stories

Case studies are powerful tools for showcasing the real-world impact of your SaaS solution. By highlighting success stories and customer testimonials, you can provide social proof of your product’s effectiveness, build credibility and alleviate prospects’ concerns. It’s hardly surprising that 53% of content marketers say that case studies are one of their most effective tools.

Check out our free B2B SaaS case study checklist. It walks through everything that your case study needs to be successful—and even includes 24 examples from top companies. 

5. Use social proof such as testimonials to build trust and credibility

Social proof—evidence that others have had positive experiences with your software—is essential for building trust and credibility with potential customers. This can come in various forms, including testimonials, reviews, ratings and social media endorsements. 

By prominently featuring social proof across your marketing channels, you can reassure prospects of your SaaS solution’s value and reliability.

6. Leverage review sites to build trust

Listing your SaaS product on reputable review sites is an effective way to increase visibility and credibility. After all, 90% of B2B buyers have at least “moderate” trust in reviews published to review sites, making these sites valuable sources of leads and referrals.

By actively managing your presence on these platforms, soliciting positive reviews from satisfied customers and responding promptly to feedback, you can enhance your reputation, attract qualified leads and differentiate yourself from competitors.

7. Publish original data and research reports to showcase industry expertise

Original data and research reports are compelling assets for showcasing thought leadership, industry expertise and unique insights. By conducting surveys, analyzing trends or aggregating proprietary data, you can generate valuable content that attracts attention and positions your SaaS company as a trusted authority. 

8. Offer a free trial or free plan to encourage users to try your SaaS product

Providing prospects with the opportunity to experience your SaaS solution firsthand through a free trial or free plan is an effective way to remove barriers to entry, demonstrate value and accelerate the sales cycle. By allowing users to explore key features and assess suitability, you can increase engagement, drive conversions and generate qualified leads. 

Plus, once users have tried your software, there is a significant chance that they will stick around. Although exact metrics vary by industry, 19-29% of free trial users become paying customers afterward

9. Try lead generation software that offers automation and efficiency

Investing in lead generation software can streamline various aspects of the lead generation process, ultimately saving resources while maximizing efficiency and scalability. These tools can simplify lead capture, segmentation, nurturing and tracking.

By leveraging advanced analytics, predictive modeling and machine learning algorithms, you can identify high-value prospects, personalize outreach efforts and prioritize activities based on their likelihood of success.

10. Run webinars to educate, build trust and improve SaaS lead generation

Hosting webinars is an effective way to educate, engage and convert potential customers while showcasing your SaaS solution’s value proposition and capabilities. By offering valuable insights, best practices or product demonstrations, you can position your SaaS company as a trusted partner, address common pain points and provide actionable solutions.

11. Use pop-ups strategically to drive lead conversions

Strategic website pop-ups can capture attention, prompt action and drive lead conversions by announcing relevant offers or encouraging sign-ups. 

You can deliver pop-ups that resonate with your audience by strategically using targeting rules, timing triggers and creative designs. Additionally, pop-ups can be used to gather feedback, collect data and segment visitors, enabling personalized and effective lead generation campaigns.

12. Optimize your website for mobile to reach a wider audience

As of January 2024, 59% of all webpage visits take place on a mobile device, so it’s essential to optimize your website for mobile devices to reach more of your audience.

Mobile optimization involves ensuring that your website loads quickly, displays properly and offers a seamless user experience across various screen sizes. By prioritizing mobile-friendly design, intuitive navigation and thumb-friendly interactions, you can enhance usability, reduce bounce rates and improve conversion rates. 

Beyond user experience, mobile optimization also tells search engines that your website is user-friendly. This may lead to higher rankings in mobile search results and increased organic traffic.

13. Create a promo video to showcase your SaaS product and generate leads

Promotional videos are engaging and highly effective tools for showcasing your SaaS solution’s key features, benefits and value proposition. Videos are a buyer favorite, too: 44% of customers say that they’d prefer to learn about a product through a short video

Whether you create a product demo, customer testimonial or explainer video, a high-quality promotional video can serve as a powerful lead generation asset, driving conversions and increasing engagement across various marketing channels.

14. Engage with online communities relevant to your target audience

Participating in online communities relevant to your target audience is a strategic way to network, share insights and generate leads through meaningful interactions and relationships. 

Industry forums, social media groups and niche communities all present opportunities to establish credibility and build trust. By providing helpful advice, answering questions and contributing to discussions, you can demonstrate expertise, foster relationships and attract potential customers.

15. Target LinkedIn audiences through outreach campaigns

LinkedIn is a powerful platform for targeting and engaging B2B audiences through targeted ads, sponsored content and outreach campaigns. With its professional networking capabilities and business-oriented user base, LinkedIn provides unparalleled opportunities for reaching decision-makers within your target market. 

Notably, 50% of B2B buyers use LinkedIn to inform buying decisions. When you create content that resonates with potential customers, you are more likely to win them over. Similarly, well-crafted LinkedIn campaigns can drive traffic to your website and generate leads at scale.

Find out how to create a customer-driven marketing strategy.

16. Improve email outreach with automation tools

Email outreach remains a cornerstone of B2B SaaS lead generation. After all, it provides a direct and cost-effective channel for nurturing leads, delivering personalized content and driving conversions. 

With the help of automation tools, you can streamline and scale outreach efforts, segment your audience and deliver targeted messages. Whether you send a welcome email sequence, a product announcement or a nurture campaign, email automation enables you to provide value at every touchpoint.

17. Engage with site visitors via chatbots and live chat

Integrating chatbots and live chat functionality into your website is an effective way to enhance customer engagement, provide real-time support and capture leads. 

Chatbots can handle common inquiries, qualify leads and schedule appointments, freeing up your team to focus on more high-value tasks. Live chat enables immediate assistance and personalized interactions, allowing you to answer questions and guide prospects towards conversion in real time. 

By offering multiple communication channels and catering to diverse preferences, you can meet the needs of your audience and create seamless experiences that drive engagement and generate leads.

18. Use web forms to capture SaaS leads

Strategically placed lead generation web forms can allow for easy lead capture. Contact forms, demo request forms and subscription forms are all simple but effective ways for visitors to express interest in your software. 

By optimizing form fields, minimizing friction and providing clear calls-to-action, you can maximize form submissions and generate high-quality leads that are primed for conversion.

19. Create niche-specific landing pages to improve organic SaaS lead generation

Landing pages that are tailored to specific audience segments, use cases or personas allow you to deliver personalized messaging that resonates with your target audience’s needs and interests. Interestingly, personalized calls to action are 202% more effective than generic ones.

Ultimately, this tailoring process results in more leads. By aligning content, design, offers and call-to-action with the visitor’s intent, you create a persuasive user experience that maximizes conversions.

20. Create a referral program to earn SaaS leads

A referral program incentivizes your existing customers to become advocates for your SaaS solution and expands your reach organically. 

Word-of-mouth recommendations are extremely powerful as they come from trusted sources. Referral benefits also reward your most enthusiastic customers, ultimately increasing feelings of goodwill.

By leveraging the power of word-of-mouth marketing and incentivizing referrals, you can tap into new sources of leads and fuel growth.

21. Invest in a strong ABM foundation

Account-based marketing (ABM) is a strategic approach that involves targeting high-value accounts with personalized messaging and tailored experiences. This can drive deeper engagement, nurture relationships and generate leads within target organizations. 

ABM has big payoffs, too. An impressive 67% of companies with ABM strategies find that their sales results more closely align with their marketing efforts. Ultimately, building a strong ABM foundation allows you to focus on the leads that matter most.

22. Find leads through partnerships

Strategic partnerships with complementary SaaS companies enable you to leverage shared resources, tap into new markets and expand your reach. Co-marketing initiatives, integrations and referral agreements can increase both companies’ success.

Remember, partnerships provide access to new distribution channels and new customer segments. They also present opportunities for mutual growth and innovation. By fostering strong relationships, you can ultimately unlock new sources of leads and drive collective success.

How to decide which SaaS lead generation tactics to use

List of 3 ways to decide which lead generation tactics to use

Before diving headfirst into implementing SaaS lead generation tactics, it’s essential to lay the groundwork for success. Here are 3 key considerations to keep in mind:

1. Know your target audience

Understanding your target audience is paramount to the success of your SaaS lead generation efforts. Take the time to conduct thorough market research and develop detailed buyer personas that represent your ideal customers. Consider factors such as demographics, psychographics, pain points, challenges and buying behaviors.

Once you gain deep insights into your target audience, you can tailor your messaging to resonate with their needs. At this point, you can develop a comprehensive lead generation strategy that outlines your messaging, channels, tactics and timelines. 

You should consider leveraging a mix of inbound and outbound marketing tactics to reach prospects at different stages of the buyer’s journey. Ultimately, this can increase the effectiveness of your lead generation campaigns.

2. Select lead generation tools wisely

The lead generation tools and platforms you use can have a significant impact on your success. Consider investing in tools such as marketing automation software, a CRM system, an analytics platform and a social media management tool. Evaluate your options based on functionality, scalability, ease of use and integration capabilities. 

By leveraging the right technology stack, you can streamline processes, enhance visibility and drive efficiency across the lead generation lifecycle.

3. Set lead qualification criteria

Establishing clear lead qualification criteria is essential for prioritizing and focusing your efforts on prospects who are most likely to convert into paying customers. 

Define specific criteria based on factors such as demographic information, firmographic data, engagement metrics and behavioral indicators. Implement lead scoring models, lead nurturing workflows and automated qualification processes to identify high-potential leads, prioritize follow-up activities and optimize conversion rates.

This can be a key area to implement marketing automation tools, as they can help identify top prospects and create personalized campaigns. Similarly, once you’ve identified which prospects your business will focus on, consider creating tailored lead capture mechanisms (such as landing pages and calls-to-action) to encourage conversions.

You should also continually monitor and analyze key metrics and performance indicators to assess the effectiveness of your lead qualification criteria. Pay attention to trends and sudden changes since they can help you iterate and optimize your lead generation strategy. 

5 key considerations for successful SaaS lead generation campaigns

List of 5 tips for successful lead gen campaigns

Here are 5 key considerations that can improve the success of your lead generation campaigns:

  1. Prioritize quality over quantity when it comes to lead generation. Prioritize attracting and nurturing high-quality leads that are likely to convert into paying customers, rather than simply increasing lead volume.

  2. Personalize your messaging and offers to cater to your target audience’s specific needs and preferences. Tailor your communications based on industry, job role, pain points and buying stage to improve relevance and engagement.

  3. Foster trust and credibility with your target audience by delivering valuable, relevant and authentic content. Position your brand as a trusted authority by sharing insights, best practices and success stories that demonstrate your expertise.

  4. Build relationships and engage with your audience through meaningful interactions and conversations. Be responsive to inquiries, comments and feedback and proactively engage with prospects to address their questions, concerns and objections.

  5. Continuously optimize and refine your lead generation strategy based on performance data and insights. Monitor key metrics, test different tactics and experiment with new approaches to identify what works best for your business.

Ready to boost your SaaS lead generation?

You’ve laid a solid foundation, implemented effective strategies and now you’re ready to take your SaaS lead gen efforts to the next level. 

Check out our white paper writing service and ebook writing service.

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