White Paper vs eBook: How to Decide Which One to Create

Stop wondering about the difference between a white paper and an ebook, and start driving leads! In this video, Uplift digs into the white paper vs eBook debate to help you choose which one works best for your B2B SaaS marketing goals based on where your prospect is in their buyer’s journey.

Updated April 2024: As a marketer, there’s a limit to your time and resources, so you need to be strategic about which type of content you produce. White papers and ebooks are both powerful B2B SaaS marketing tools, and although the names for these assets are sometimes used interchangeably, each has its own unique strengths. In this video, we’ll break down the white paper vs ebook debate.

Need a hand writing your B2B SaaS content? Check out our white paper writing service and our ebook writing service.

White Paper vs eBook: Which One to Create? (Transcript)

Hi SaaS marketers! Emily Amos here from Uplift Content.

If you’ve ever wondered whether to create a white paper vs ebook, this video will give you some clarity. While they’re both important SaaS marketing tools, white papers and ebooks have different audiences and purposes.

Let’s walk through both types of content.

#1: White papers vs ebooks

As long-form, educational marketing content, white papers are often persuasive, authoritative, in-depth reports on a specific topic. Brands usually use white papers to demonstrate their company’s value, present new research on a topic or provide thought leadership.

The format of a white paper (compared to an ebook) usually includes a challenge section up front—similar to a B2B SaaS case study—and then provides a proposed solution in persuasive detail. This solution can include your company’s products or services.

The audience for a white paper typically includes readers who already have some familiarity with the subject matter. White papers (not ebooks) are usually research-intensive and require interviews with subject matter experts, as well as the use of source material like industry reports to cover a topic to a level of detail that provides real value to readers. Because of this, white papers differ from ebooks in that they’re usually longer.

Get a few tips here on how to write a white paper that positions you as a thought leader.

Check out our white paper writing service.

#2: eBooks vs white papers

Like white papers, ebooks are also educational in nature. But they’re more suitable for high-level, non-technical content, similar to a “how to” guide. eBooks tend to feature more white space and more design elements than white papers and offer digestible chunks of information rather than academic text.

Two main benefits of ebooks (versus white papers) are that they’re interactive and actionable. eBooks often provide readers with concrete steps they can take to solve a specific problem, and are typically geared at readers who would benefit from a more general overview of the subject rather than a deep dive.

Learn how to write an ebook title that lands sales.

Check out our ebook writing service.

White paper vs ebook for different stages of the buyer’s journey

When you’re trying to decide between creating a white paper vs ebook, you need to evaluate which one performs better at the various stages of the buyer’s journey: awareness, consideration or decision. Choose a white paper or ebook carefully because your goal with the content is to progress the reader to the next stage of the journey.

White papers can work well at both the “awareness” stage of the buyer’s journey as well as the “decision” stage.

They work at the awareness stage because, depending on how they’re written, they can answer questions, be a resource, and provide research data, opinions and insights—helping the reader identify an opportunity or pain point.

White papers can also work at the decision stage if they are written so that they help the reader evaluate options. This, for example, could take the form of a buyer’s guide.

In contrast to white papers, ebooks tend to perform best at the “awareness” stage because readers are looking for help to solve a problem, answer a question or meet a need. These readers are looking for educational content to help guide them to a solution, and an ebook can be just what they need.

What’s next?

You’re now clear on the difference between a white paper vs ebook. It’s time to figure out how to generate compelling topics for your SaaS white papers.

This is the third post in an 9-part series called the Ultimate Guide to Writing a White Paper for B2B SaaS.

Get help with your white papers

Do you need an extra set of hands to help you produce your next white paper? Learn more about Uplift Content’s expertise in helping SaaS companies generate leads with well-written, informative and actionable white papers.

34 Ways to Use and Promote Your Case Studies

A case study is one of the most powerful tools in your marketing toolbox. But it’s only valuable if it gets in front of the right eyes. See 34 ways to use and promote your case studies.

Updated April 2024: A SaaS case study is one of the most powerful tools in your marketing toolbox. But it’s only valuable if it gets in front of the right eyes. Are you doing enough to promote your case studies?

Here’s what we’ll cover in this post:

Why it’s important to use and promote your case studies in multiple ways

Using and promoting your case studies in multiple ways is crucial for establishing credibility and reaching a wider audience—as well as making the most of each customer interview you conduct.

You can use case studies in so many different ways. When thinking about how to use case studies in marketing, get creative. Don’t just park your case study on your website—though you can certainly make it available there.

Repurpose your case studies by turning them into a multitude of assets and get them in front of your audience by putting them on your site—and using them in sales, on social media and in your emails.

Every year, we survey over 100 SaaS marketers on how they use case studies. Here’s what they’re doing to get their case studies in front of more people:

How do SaaS companies get more eyeballs on their case studies?

Give prospects every opportunity to find and read your customers’ stories by using and promoting your case studies in these 34 ways.

8 ways to use and promote your case studies on your website

  1. Home page: Include teasers to a few of your best case studies in a strategic location on your home page. 

  2. Customers page: Create a dedicated page on your site for all of your case studies. Set it up so prospects can search by product, industry, company size, etc.

  3. Individual story pages: Each case study should have its own page. You can also include a link to a PDF of the story, but don’t gate it. We want everyone to see these stories.

  4. Product pages: Include teasers to a few of your most relevant and product-specific case studies. 

  5. Pricing pages: Use testimonials to help overcome points of friction, such as pricing pages. Feature a successful customer who saw a big impact on their bottom line.

  6. Testimonials: Sprinkle written, video and audio testimonials throughout your site in places where your prospect may have objections or need a little extra reassurance.

  7. Web copy: Use the customer interviews to help craft more persuasive copy on your site. Prospects will resonate with your messages if they can see their pain points and challenges reflected in the content.

  8. Headings: Put metrics in H1 or H2 headings where relevant.

11 ways to use and promote your case studies in sales

  1. Sales pitch decks: Include a few slides with success metrics and quotes from a few relevant case studies to boost confidence with prospects. 

  2. Sales meetings: Provide printed versions of case studies when meeting face-to-face.

  3. Sales follow-up: After the sales call, send an appropriate case study and mention how it’s relevant to that prospect.

  4. Proposals: Include case studies to prove that you can actually DO what you outline in your proposal.

  5. RFP attachments: Link to case studies in your RFPs to bring additional proof to your proposal.

  6. Trade shows: Print case studies and hand them out at your booth or tuck them into swag bags.

  7. Voicemail: Mention a relevant case study and the key metric when you get a prospect’s voicemail. Let them know you’ll send them a copy.

  8. Cold outreach: Include case studies as part of your cold outreach email sequences.

  9. Upselling: Use an appropriate case study to pitch a premium service or product to existing customers.

  10. Customer adoption and retention: Share case studies with existing customers to increase adoption and retention rates.

  11. Re-engage customers: Send an email to inactive or former customers that includes a teaser and link to a relevant customer success story. 

8 ways to use and promote your case studies on social media

  1. Paid social media ads: Include success metrics, testimonials and links to relevant case studies in your social media ads. 

  2. Retargeting campaigns: Use case studies in your paid retargeting campaigns to re-engage visitors to your website. If they watched a video about one of your products, for example, serve them an ad promoting a case study that features that product.

  3. Written testimonials on social: Share a testimonial from your customer interview in a social media graphic and post. Be sure to include a headshot of your customer.

  4. Metrics on social: Share metrics that show the impact your software had for one of your customers. Create a graphic to make the post stand out.

  5. Video testimonials on social: Share short video testimonials on social media. And consider housing all the videos on a YouTube channel.

  6. Links on social: Create a graphic and a short post that gives a quick summary of the customer story, then share the link to the story in the comments.

  7. Infographics on social: Create a visual synopsis of your customer success story in an infographic and share on social media. 

  8. Carousel on LinkedIn: Turn the story into a series of several visual slides for an engaging carousel on LinkedIn.

7 ways to use and promote your case studies in your newsletter and emails

  1. Email marketing campaigns: Tease a relevant success story and link to it as part of your email marketing campaigns.

  2. Nurture emails: Use case studies as proof points and CTAs in your emails.

  3. Drip email series: Build a drip email series around a case study. For example, the first email describes the challenge, the second explains the solution, and the third highlights the results and provides a call to action.  

  4. Newsletters: Include teasers with links to download or view case studies that you think would resonate with the people on your mailing list. 

  5. Video in email outreach: Embed a YouTube video of one of your case studies directly in your emails. Use the word “video” in the subject line to increase open rates.

  6. Metrics in email subject lines: Put an impressive and sought-after metric in your email subject line to grab attention. For example: “20% more registrations in half the time. Interested?”

  7. Quotes in email subject lines: Put a compelling quote in your subject line. For example: “We were haemorrhaging cash until we found X Company.”

Next step?

This was the last post in our 7-part series on case study best practices. It’s now time for you to start writing and publishing your own case studies.

If you missed the previous post, be sure to check it out. It’s all about which case study design elements you need to include to ensure your B2B SaaS case study pops.


You’re swamped. We’re here to help.

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


13 Ways to Repurpose Your Case Studies to Extend Their Value

When you repurpose your case studies into new formats, you can increase exposure to your content, engage more buyers and maximize the value of each content asset. In this post, we’ll explore 13 ways to repurpose your case studies so you can squeeze the most value from them.

Updated April 2024: Repurpose your case studies into new formats to increase content exposure, engage more buyers and maximize the value of each asset.

Repurposing your case studies also allows you to effectively reach a wider audience with diverse content-consumption preferences—and extend the lifespan and impact of your customers’ successes.

In fact, 42% of marketers say repurposing existing content led to successful marketing campaigns, according to SEMRush. It’s more effective (from a time, cost and results point of view) than creating new content from scratch.

In this post, we’ll explore 13 ways to repurpose your case studies so you can squeeze the most value from them.

Why repurpose your case studies
Are you repurposing your case studies as much as you should be?
13 ways to repurpose your case studies
1. Long-form stories
2. Video case studies
3. LinkedIn posts
4. Slides for sales
5. Infographics
6. Quotes or testimonials
7. One-pager stories
8. Best practice blog posts
9. Use case blog posts
10. Q&A-style blog posts
11. Podcasts
12. Webinar or live presentation
13. Case study compilation

See our blog post: 34 Ways to Use and Promote Your Case Studies.


Why repurpose your case studies

Case studies are among the top 3 types of content B2B marketers use to reach and engage with their audiences. However, producing this content is no small feat.

You need to identify the right customers to interview, get them to participate, find an interesting and compelling angle for your case study, write high-quality content, gather statistics and visual assets—and the list goes on.

This is why it’s crucial to repurpose your case studies so you can leverage them for maximum exposure. It’s also an excellent way to save both time and money on creating new content from scratch.

Repurposing your case studies will also help you build brand awareness, as research shows people need to see a marketing message at least 7 times before it’ll stick in their minds.


Are you repurposing your case studies as much as you could be?

Every year, we survey over 100 SaaS marketers. We found that most companies publish their marketing case studies in multiple formats. The most popular formats 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 want to use more of in 2024?

And here’s what SaaS marketers want to do more of in 2o24:

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

Read the full ungated report here: 2024 Customer Story Trends & Insights Report


13 ways to repurpose your case studies

1. Long-form stories

There’s no one-size-fits-all approach when it comes to creating content for audiences’ consumption preferences. While some people prefer bite-sized pieces of information, others love nothing more than to dig into a long-form read. This is why it’s a good idea to repurpose your case studies by creating both short- and long-form versions. 

You can try offering your short-form version as a non-gated asset on your website, then direct people to download the full case study so you can collect their email addresses via an opt-in form. Or, or turn a collection of case studies with the same use case or industry focus into long-form content like a gated ebook.

Here’s a great long-form example from OutSystems:

Case study example from OutSystems

2. Video case studies

Video is still a major player on the content marketing landscape. The medium is eye-catching and easy to consume, which makes video a great way to repurpose your case studies. Take snippets of your SaaS case studies and create short videos that share educational or actionable information. You can promote these videos on your social channels or upload them to the case study pages on your website.

Gong does a great job with its case study videos. Here’s an example:

Gong has great case study videos. Here's one about Hubspot.

3. LinkedIn posts

Repurpose your case studies by creating a LinkedIn post.

Here are 3 examples:

A. Infographics

Grab your best metrics and create a branded infographic.

LinkedIn example from Vengage on how to repurpose your case studies

Source: Vengage

B. Video clips

Share a customer testimonial video that you grabbed from the interview.

LinkedIn example from Gong on how to repurpose your case studies

Source: Gong

C. Carousels

Create a carousel of quotes, metrics and images to tell the high-level story.

LinkedIn example from Okta on how to repurpose your case studies

Source: Okta

Other ways to share your customers’ stories on LinkedIn include graphics with a short testimonial or powerful metrics. Be sure to write something in the post itself to provide context and some personal insights to make it resonate more.

4. Slides for sales

It’s a good idea to create 1 to 3 slides for every case study you write so that the sales team can use the stories in their sales calls and presentations. What should you include on each slide? There are a number of options:

  • 1 slide with a powerful customer quote
  • 1 slide with key metrics that show the impact of your solution
  • 1 slide with a very short overview of the challenge, solution and results
  • 3 slides – 1 each for challenge, solution and results
  • 3 slides – 1 each for overview, customer quote and metrics

5. Infographics

Designing an infographic is another effective way to repurpose your case study, and is especially appealing to visual learners. B2B SaaS case studies often deal with complex concepts that lend themselves well to visual representation. 

Using an infographic to communicate information in your case study is also a great way to call attention to statistics like the killer results your customers achieved with your products and services. Another bonus of this case study format example? It’s easily shareable on social media.

Check out this one-minute case study infographic from Okta. Here’s a little snippet:

Snippet of a case study infographic from Okta

6. Quotes or testimonials

Customer quotes are SaaS case study gold, which is why they’re the perfect way to repurpose your case studies. A poignant quote will make your audience want to read more and dive into your full case study. 

Using customer quotes to promote your content is also an excellent way to build trust with your audience, rather than simply singing your own praises from the rooftops. Share these quotes on product landing pages, in your email newsletter and in your sales decks.

Drift does a great job with their customer quotes. Check out this example:

Quote from Drift is an example of how  to repurpose your case studies

7. One-pager stories

An ultra-short, one-page case study is perfect for sales teams or anywhere prospects have short attention spans. A one-pager is ideal for cold outreach, account-based selling and printed leave-behinds.

Here’s a great example:

Example of one-pager case study

8. Best practice blog posts

Another great way to repurpose your case studies is to create beset practice blog posts.

In the case study interview, ask the customer about the best practices they used to do X, Y or Z as it relates to your product or service. Turn this information into a blog post and add your customer’s name and headshot in the byline.

These types of blog posts are great for a few reasons:

  1. The information in the post is truly helpful for your audience as they work to constantly improve and become more efficient.
  2. The information is more credible because it’s coming from your customer rather than you.
  3. It’s a great opportunity for your customer to grow their personal brand, establish themselves as an expert and help with landing promotions or new jobs.

9. Use case blog posts

Similar to best practice blog posts, ask your customer a few extra questions in the case study interview. For example:

  1. How are you using [X solution] to solve [Y challenge]?
  2. Are there any features that are particularly helpful for this use case?
  3. What advice would you give to another company who’s thinking of using [X solution] for this use case?

You then turn this information into a blog post that is authored by the customer.

10. Q&A-style blog posts

While most case study formats follow a challenge/solution/result structure, you can repurpose your case studies by telling these stories without using a formal narrative writing style. For example, take a page from the publishing industry’s playbook and produce a Q&A interview-style version of your next SaaS case study. This way, your readers will get firsthand answers about your products and services from your customers.

Here’s a little snippet from a Floify case study using the Q&A style:

Snippet from a Q&A-style case study from Floify

11. Podcasts

More than half of the U.S. population has tuned into at least one podcast. You don’t need to be producing true crime content to drum up a listener base, either. There are many successful tech podcasts on the internet today. This audio-based medium lends itself well to topical deep dives, which is what makes podcasts an ideal way to repurpose your case studies. 

Here’s an an example from Snowflake:

Snowflake is an example of how to use a podcast to repurpose your case studies

12. Webinar or live presentation

Your customers have great stories to tell, so why not have them share their experience of working with you in a webinar or live presentation? You could ask them to share best practices or how they’re using your solution for a specific use case.

13. Case study compilation

Once you have a number of case studies for the same vertical, use case, company size, etc., pull them together into an ebook. This is a great resource to be able to send a specific segment of your audience.

Leverage your SaaS success stories to drive sales

Your customers and your team work hard to achieve your successes, so the case studies that reflect those stories should be more than a flash in the pan. 

You now have 13 ways to repurpose your case studies—plus examples to draw inspiration from when the time comes to publish and distribute your next customer case study. 

Need a hand with your case studies?

At Uplift Content, we write case studies for high-growth B2B SaaS companies like Okta, LeanData and WalkMe. Check out our case study writing service.

Case Study Insights and Trends You Need to Know – with Emily Amos

Dig into the latest case study insights and trends, and find out how you can use these insights to your advantage—with Liz and Deena from Captivate Collective and Uplift Content’s Emily Amos.

Updated April 2024: Case studies, customer stories, customer success stories … no matter what you call them, most SaaS marketers agree that these are their most valuable pieces of marketing content. And today we’re going to dig into case study insights.

B2B storytelling is a dynamic, ever-evolving landscape. Keeping on top of the latest trends and innovations is critical to crafting case studies that entice readers and drive sales. 

That’s the topic of this conversation. 

Read on as I’m interviewed by Liz Richardson and Deena Zenyk for Talk Advocacy to Me, a podcast series by customer advocacy consulting firm, Captivate Collective. We discuss the value of customer stories, why they work, the latest trends, and what the future holds (yes, we talk about AI).

I also share first-hand case study insights we’ve gathered through our work with our many customers over the years and through our annual case study survey.

Interview with Emily Amos, Founder and CEO of Uplift Content

Name: Emily Amos
Job title: CEO and founder
Company: Uplift Content
Hometown: Dartmouth, Nova Scotia, Canada
Degrees: BA, Linguistics; MA, Language Teaching

Fun facts about Emily:

⛱️ Vacation you’re dreaming about: European backpacking trip with my 13-year-old son
📺 The show you’re binging right now: Below Deck
👪  You’re a parent to: 2 kids and a golden retriever
🐼 Your favorite animal is: Hedgehog
⛸️ Your top 3 hobbies: Piano, jigsaw puzzles and driving my kids all over hell’s half acre


Liz: Let’s start here: what is encompassed by ‘customer story’? Some of the nomenclature has been shifting. 

Emily: I have always said ‘case studies.’ A big part of that is because I need to get my business found through SEO. ‘Case study’ is a term people search for—they don’t search for customer story. That said, I think ‘customer story’ is much more descriptive of what we’re creating. 

Last year, we did a survey and found that 45% of SaaS marketers use the phrase ‘case study’— that’s the most popular term. But larger companies with 20 or more case studies tend to prefer ‘customer success stories.’ The least used term is ‘customer stories.’ 

Liz: What is one of the strongest trends you’ve been seeing in case studies this year?

Emily: At the beginning of the year, we conducted a survey on case studies (customer stories)—I’m going to use both terms interchangeably. We had 123 SaaS marketers complete the survey, we crunched the numbers and we came up with 3 main takeaways. 

Takeaway #1:

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

How effective case studies are for increasing sales

Takeaway #2:

Case studies are a growing priority. All of our survey respondents said that case studies are a growing priority. On average, SaaS companies plan to produce 19 new case studies this year, as opposed to 14 produced last year and 12 the year before that.

How many case studies do SaaS companies plan to produce this year

Takeaway #3:

Case studies need to be better. People aren’t happy with the case studies they currently have. We found that only 12% of SaaS marketers are very satisfied with their case studies overall, so there’s lots of room for improvement. 

How satisfied are SaaS marketers with their case studies overall

One of the key areas that marketers want to improve is their metrics. Marketers say metrics are a very important component for case studies. But they are rather dissatisfied with the metrics in their current case studies. 

How important are various case study components?

Deena: What are the blockers to getting those case study metrics? 

Emily: I think the biggest blocker is the software company itself. Companies need to take more time while they’re onboarding new customers to clarify goals and KPIs—to be clear about how the customer is going to measure success. And record the benchmarks in terms of numbers for those goals, so that 3 months down the line, 6 months, a year down the line, you can go back and look at the new numbers for those goals or KPIs.

Liz: I wonder if there’s a trend that it’s getting harder to get those stats. There’s so much software now, so going through that process with all of those vendors is quite heavy. But also, for some organizations, it’s very difficult for them to get permission share their results externally.

Deena: People aren’t buying tools with their eye on telling that vendor’s success story. It’s like ‘We’re going to bring this tool in, and we’re going to use it for whatever we need to use it for.’ 

Emily: For sure. In the survey, we also asked: What’s the best way to gather strong metrics for your case study? 88% of respondents said: Ask the customer during the case study interview. 

I strongly disagree with this. Ideally, you need to gather benchmarks during customer onboarding. But if that doesn’t happen, you need to ask your customer about their metrics BEFORE the interview so they have time to do their homework, dig into their various tools, and find those answers so that they can come to the interview prepared with some really strong metrics. We want to make the customer the hero of the story. We don’t want to set them up for failure by surprising them with questions that they can’t answer on the spot.

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

Deena: I just had a bit of an a-ha moment! With case studies, we tend to be reactive: ‘Oh, this customer is doing good things, we should write a case study.’ But what you’re suggesting is that companies need to be proactive. Right from onboarding, we need to figure out how to tell the story and really help that person to get to those metrics, to curate the path. 

Emily: There’s a nurturing piece for sure. But we want all our customers to be successful. And to be successful, you need to know what the goals are from the get-go.  

Liz: How are customers measuring the impact of their case studies? 

Emily: I think everyone has struggled with the question of how to measure the success of case studies. People measure a wide variety of things. If they keep them gated, which I don’t recommend, they measure downloads. They measure pageviews and time on page. 

If they’ve got fancy software, they can measure influence on pipeline and influence on deals closed. Even anecdotal feedback from sales folks like ‘Oh, yeah, we really liked this customer story.’ It’s honestly a real mishmash.

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

Read how 8 customer marketers measure case study success.

Liz: Should marketers gate their case studies?  

Emily: The trend certainly is towards NOT gating. When I started Uplift 6 years ago, maybe 50% of case studies were gated and 50% were not gated. But now maybe only 10% are gated. People just aren’t doing it. And there are great reasons for that. We don’t want to put barriers in front of people. The stories are so powerful from a sales perspective that we don’t want any friction—just give readers this content so that they can resonate with it.

Liz: What other case study trends are you seeing? 

Emily: Let’s talk about formats for case studies. The most common format is text; roughly 75% of companies publish their case studies as text, HTML or PDF. 

What case study formats do SaaS companies currently use?

But what are the emerging trends, what are companies experimenting with? No surprise, video is a big one. 56% of SaaS marketers want to try and do more video this year. 

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

And one-third of the survey respondents want to do more infographics, more text-video combos and more case study compilations or collections. 

The case study compilation can be different things. It could be that you don’t change the case study at all, but you put 3 case studies for one industry together, or 3 case studies with the same (or different) use cases together. Or you could chop the case studies apart and take pieces that are related and put them together to make a new narrative.

Liz: As someone who does story creation as a living, what are your thoughts about AI?

Emily: I struggle with this. I put the question to Mary Green’s Club CX Slack group because I wanted to hear what others had to say. Those who are experimenting with AI are using it for customer stories in a variety of ways: organizing notes, improving call log transcriptions, putting together meeting summaries, creating outlines, generating interview questions, things like that. 

But we all felt very strongly that humans need to be completely responsible for, or at least heavily involved in, producing a human story. The thought is that AI can make our work easier by doing some of those more mundane tasks, but we still need humans for the nuances of storytelling. That was reassuring for me because that does align with how I feel. 

We also need to be confident that whatever tools we use have sufficient security measures in place, and that they won’t use sensitive data to train their models.  

Thanks for spending time with us!

Thanks to Liz and Deena for inviting me to talk about the latest case study insights and trends—and thank you, reader, for spending part of your day with us. I hope enjoyed our conversation!

Here’s how you can connect with Liz and Deena at Captivate Collective:

Want to read more about customer marketing? 

Check out these related Uplift blog posts: 

P.S. Want more customer marketing insights?

If you’d like access to more customer marketing insights like this, sign up for our newsletter to catch all of our interviews with customer marketing leaders. 

No spam, we promise—just two value-packed newsletters about customer marketing and case studies every second Monday. 

Plus, if you’re also interested in content marketing, you can opt-in to receive two more monthly newsletters on alternating Mondays where we chat with leading content marketers.

And just in case you missed it, check out our 2024 Customer Story Trends & Insights Report, where we surveyed 115 customer marketers to gather their insights and experiences with customer stories.

Here’s a preview:

How to Write a Case Study in 9 Steps [+ 34 Examples]

A B2B SaaS case study is a powerful tool you can use throughout your marketing mix. It should, of course, include facts and numbers—but it also needs to have a compelling narrative that keeps readers hooked. Follow these tips to learn how to write a case study that converts leads to customers.

Updated April 2024: Knowing how to write a case study is one of those crucial skills every B2B marketing team needs to nail.

Why? Because SaaS case studies are still the #1 marketing tactic to increase sales—ahead of general website content, SEO, blog posts, social media and other tested tactics—according to a survey we did of 115 SaaS marketers for our 2024 Customer Story Trends & Insights Report.

How effective are case studies for increasing sales?

Case studies are important because they’re an opportunity for you to share your customers’ success with your prospects, and as a result, demonstrate the value of your service.

Think of it like writing a story, not a report—although it does need to be factual and should include numbers, it also needs a compelling narrative and lots of quotes.

A B2B case study is a tool you can use throughout your marketing mix. It’s an extension of your brand and should be written in your brand’s voice. And it’s a chance to position your company as a trusted leader and a clear choice for your prospects’ business. 

Learn how to write a case study in 9 steps

Follow these 9 steps to learn how to write a case study that keeps readers engaged, leaves them informed and gets them interested in hearing more from you:

  1. Include 8 important case study components
  2. Hook readers with your title
  3. Keep your executive summary short
  4. Focus on your customer, not your company
  5. Use quotes to add Voice of the Customer
  6. Include metrics
  7. Guide your reader with a call to action
  8. Get inspired by other case study examples
  9. Drive more views of your case studies

1. Include 8 important case study components

How to write a case study: Find out the 8 essential components of a case study.

Every case study needs a story arc that captures the reader’s attention. To master how to write a case study, be sure to begin with a compelling executive summary that illustrates how your reader will benefit from what they’re about to learn.

Next, the piece should outline the challenges your customer faced that led them to seek out your B2B SaaS solution (and dive into that process). Spend some time on the solution and how it enabled your customers to level up their business while positioning them as the hero in the story.

Wrap it up with a results section that shows off hard numbers, then close with a call to action to guide your reader where you want them to go next.  

See examples for each of the 9 case study components you absolutely need to include.

2. Hook readers with your title

How to write a case study: Your case study title needs 3 elements for it to be successful.

Keep three elements in mind when writing your B2B SaaS case study headline. Include your customer’s company name. This helps show readers that your case study is a real-life example of how your service helped someone.

Reference the product or service your customer used. This gives readers an idea of whether the case study is relevant to them.

Finally, if you have one, highlight a statistic that references the results your customer got from working with you.

See examples of compelling case study titles from leading SaaS companies.

3. Keep your executive summary short

How to write a case study: Keep your executive summary short and sweet.

The executive summary of your B2B SaaS case study should be short (a few sentences) but impactful, and should provide a clear understanding of your service.

First, introduce your customers and the challenges they were facing when they hired you. Next, explain what your company did to help.

To finish strong—don’t skip this crucial step—outline a few results backed up with statistics that reinforce your main message.

Check out 4 examples of executive summaries in SaaS case studies.

4. Focus on your customer, not your company

How to write a case study: Find out how to portray your customer as the hero of the case study.

Readers don’t want to hear about how great you are—that’s NOT how to write a case study. They expect a B2B SaaS case study to provide insight into your customer’s opinion of your service.

Include details like what industry your customer is in, the size of their company and the name of the person you interviewed. Incorporate direct quotes to tell the story from your customer’s point of view. Explain why they chose your solution and how it impacted their business, but keep the focus on them and their success.

Learn how to make your customer the hero of your case study—and see examples.

5. Use quotes to add Voice of the Customer

How to write a case study: Add credibility and personality with quotes

There’s a time to paraphrase when you’re writing, but sometimes, no one can sing your praises better than your customer. If you want to master how to write a case study that’s engaging and honest, using quotes as Voice of the Customer is a go-to B2B tactic.

Readers want to hear from your customers whether they recommend your service, and why. The quotes you highlight should be specific and resonant, with detail that brings them to life. Feature testimonials as pull quotes in your design, and include a headshot of your customer to make it personal—and trustworthy.

Get tips on how to choose testimonials for your case study—and what not to do.

6. Include metrics

How to write a case study: Use concrete stats.

Metrics are a surefire way to measure success in a B2B SaaS case study. Hard numbers are objective, reliable and convincing. But, you may not always have metrics to tell your story. We’ll walk you through how to write a case study without them.

First, lead with your best quote. Social proof can be just as powerful as numbers in B2B. Describe a clear before and after the experience—for example, time or money saved. Have your customers explain what your service has meant to their business. List a few benefits (infographics come in handy here).

Check out an example from a case study with no metrics.

7. Guide your reader with a call to action

How to write a case study: Every case study should have a call to action.

Your reader has stuck with you until the end of your case study. Don’t leave them hanging—guide them where you want them to go next with a call to action. This should be a specific statement that speaks directly to your target audience.

Use design to make your call to action stand out. It should be obvious and clear what you want your reader to do. Tip: you can have more than one call to action in your B2B SaaS case study, and you can intersperse them throughout.

See 8 case study CTA examples from other B2B SaaS companies.

8. Get inspired by other case study examples

How to write a B2B case study: Get inspired by your competitors case studies.

When you’re looking to sharpen your company’s B2B SaaS case studies, reviewing your competitors’ content is an excellent way to gather inspiration.

Critique their case studies for what worked well and what could be improved, such as titles, imagery and use of testimonials and statistics. We’ve done some of the legwork and reviewed 8 case studies from ServiceChannel, Zenefits, AppDirect, Expensify, GitLab, ServiceNow, Splunk and Zendesk so you can take notes on the hits and misses. 

See 8 case study examples.

9. Drive more views of your case studies

How to write a case study: Squeeze the most value from your case studies by promoting them.

You already know why the B2B SaaS case study is a powerful marketing tool. Now that you know how to write a case study, you can likely imagine it’s a time-consuming effort.

To leverage your case studies to their full potential, create a section on your website for them and promote them from your home page as well as from relevant landing pages for your services.

Create B2B case studies in various formats including video, and promote them on social media as well as in your e-newsletter. Get your case studies into your sales team’s hands, and use them at any presentations or conference talks you give.

See the 8 ways to squeeze the most value from your case studies.

Now that you know how to write a case study, what’s next?

With these tips on how to write a case study, you’ve got a great overview of the elements you need to pay attention to when writing a B2B SaaS case study. Now you’ll want to dive a bit deeper into each of these tips to round out your knowledge and learn actionable steps you can start taking towards better case studies today. 

First up is to dive into our post on how to format your B2B SaaS case study so it reads like a natural story narrative. This will help you keep your prospect’s attention and allow them to imagine themselves as the central character—your next customer!

Need a hand with your B2B SaaS case studies?

As a SaaS content marketing agency, we specialize in working with high-growth companies like ClickUp, Calendly and WalkMe.

With our case study writing service, you can:

  • drive more leads and sales with case studies that resonate
  • grab back more time to work on other high-value tasks like strategy and planning
  • impress your bosses, colleagues and the sales team with the excellent results you’re getting from the content you’re responsible for creating

Check out our case study writing service for details on how we can help.

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