CTA Examples: 12 Ways to Boost Your SaaS Blog Post Conversions

It’s crucial to choose the right call to action (CTA) for every blog post you create. See 12 examples of convincing CTAs that other leading SaaS companies use successfully.

Use these CTA examples to nail your own calls to action

You’ve worked hard to produce blog posts that build brand awareness and drive traffic to your SaaS company’s website. Once you’ve got a reader’s eyes on a post, the key to successful content marketing is to get the reader to take another action. Check out the blog CTA examples in this post to help you craft the right call to action (CTA) for every blog post you create.

In this post on CTA examples, you’ll find:


12 CTA examples from leading B2B SaaS companies

Let’s take a deeper dive into 6 types of CTAs you can use to help you achieve your content marketing goals. For each CTA type, we’ll show you 2 blog CTA examples from well-known B2B SaaS companies.


CTA examples for exploring products

Goal: We want our blog post visitors to learn more about our products and services by clicking on specific product or service pages.

Snowflake

Snowflake’s blog post promotes one of the company’s products with a CTA that explains the benefit the product offers. Because the link text is blue, the product name really stands out in the paragraph.

CTA example from Snowflake


VidyoHealth

VidyoHealth’s blog post has a CTA to an industry-specific landing page for the company’s telehealth platform. This CTA could be improved by adding benefit-driven language. Also, by shortening the link text, it would be easier to scan and understand quickly. 

Blog post CTA example from Vidyohealth


CTA examples for downloading a free resource

Goal: We want our blog post visitors to download a free resource so we can send them nurture emails and move them through the buyer’s journey.

Lineup Systems

Lineup Systems’s blog post has an eye-catching CTA at the bottom of the page that promotes a report for readers to download. The graphic works well because it shows you a picture of what you’ll get if you download the report, and the CTA button stands out nicely.

Blog CTA example from Lineup Systems


ServiceNow

ServiceNow’s blog post promotes a downloadable report and a webinar, but the in-text CTAs are easy to miss since they don’t pop off the page.

ServiceNow CTA example from blog post



CTA examples for subscribing to an email list

Goal: We want our blog post visitors to subscribe to the newsletter so we can engage with them on a regular basis and stay top of mind for when they’re ready to buy.

Zendesk

Zendesk’s blog post has a clear “subscribe” button, and also describes what readers will gain from signing up for the company’s email list.


Snowflake

Snowflake’s blog post has a “subscribe” button on the left sidebar that catches readers’ attention and stays with you as you scroll through the article, but the CTA doesn’t contain enough context. Subscribe to what?

More CTA examples from Snowflake



CTA examples for booking a demo

Goal: We want our blog post visitors to sign up for a demo so we can personally show them the solution and how it might work for them.

Pardot

Pardot’s blog post offers a benefit-driven CTA that clearly explains what the reader will gain from booking a personalized demo. The design is bold and eye-catching, with a bright blue action-oriented button.


ServiceNow

ServiceNow’s blog post has a “schedule a demo” CTA at the bottom of the blog post, but it lacks focus because it lists two tasks: 1) requesting info and 2) scheduling a demo. If booking a demo is important, ServiceNow should use one big, colorful button that says “Book my demo.”

More CTA examples from ServiceNow



CTA examples for starting a free trial

Goal: We want our blog post visitors to do a trial so they can experience the solution for themselves.

Databricks

Databricks’s blog post features a brightly colored button with a “get started today” CTA at the bottom of the article. Using an orange button is a smart move, since research shows using orange CTAs can increase conversion rates by more than 32%.

Blog post CTA example from Databricks


Twilio

Twilio’s blog post has a “sign up and start building” CTA, however it’s buried at the bottom of the page, and it’s unclear that the reader is signing up for a free account until they click the button. That said, giving a secondary CTA is a nice option for people who aren’t ready to pull the trigger yet.

Twilio blog CTA example



CTA examples for contacting us

Goal: We want our blog post visitors to reach out with any questions they might have so we can help educate them on our solution and deal with any objections they might have.

Stripe

While Stripe’s blog post is a little heavy on CTAs (it includes in-text CTAs, a “subscribe to RSS” CTA, a “check out jobs” CTA and a “contact with feedback” CTA), the “contact” CTA is prominently highlighted. This CTA is simple and personable, encouraging people to reach out to Stripe.

Stripe 'Contact Us' example


Twilio

Twilio’s blog post contains multiple CTAs. It’s essential to figure out which specific CTA is the most important—and drive attention to it. In this example, contacting the Twilio sales team doesn’t stand out as an option. If the reader happens to see it, all they see is the words “Twilio Sales team” linked, with no action word like “Contact” to guide them to their next step.

Twilio 'Contact Us' example

The Power of a Strong Blog Post CTA

* 121% increase in conversions with in-text CTAs

* 87% boost in conversions with CTAs that have the search keywords in the link

* 240% improvement in conversions with CTAs for free templates

Source: Spiralytics


What’s your ultimate CTA goal?

Compelling CTAs for your SaaS blog posts need to have a specific objective in mind. They should speak clearly to the audience they’re intended for, in a manner that’s both informative and to the point. 

6 blog post CTA goals to consider

GOALSCTA INTENTIONS
1. Build brand awarenessWe want the blog post reader to learn more about our solutions by exploring our product or service pages.
2. Boost leadsWe want to send the reader email nurture sequences by having them complete the form to download our free ebook.
3. Grow email subscriber listWe want the reader to get to know and trust us by signing up for our newsletter.
4. Increase leadsWe want the reader to see how our solution works by getting them to book a demo.
5. Improve salesWe want the reader to experience our solution in action by starting a free trial.
6. Get prospects on the phoneWe want to give the reader the opportunity to ask us questions by giving us a call.


7 Tips to writing a strong blog post CTA

Use these blog post CTA best practices to drive conversions on your SaaS blog posts:

1. Be direct and informative

Make your message transparent and let readers know what they’ll gain from taking the action.

CTA example: Sign up for weekly tips

2. Deliver value and build trust

Keep your prospects’ attention through the long B2B sales cycle. Blog post CTAs that drive people to lead magnets work well for this purpose.

CTA example: Download the ebook

3. Use action-oriented language

Keep your audience moving forward in a low-pressure environment.

CTA example: Get started for free

4. Make it personal

Try using first-person phrasing like “my” instead of second-person phrasing like “your”.

CTA example: Start my free 30-day trial

5. Nurture rather than transact

Focus on building long-term relationships that eventually lead to sales. Rather than demanding your prospects to “buy now,” ask them to “learn more”.

CTA example: Explore our solutions

6. Invite readers to reach out

Give your audience the opportunity to ask any questions that might be holding them back from buying from you.

CTA example: Ask us a question

7. Create urgency

Instead of requesting your prospects to simply “subscribe”, encourage them to take action faster.

CTA example: Subscribe now


Get help with your SaaS blog posts

You’re under pressure to produce compelling blog posts with strong CTAs on a regular basis. The only problem is, you’re slammed. At Uplift Content, we’re here to help. 

We understand the power of blog posts to drive leads for your SaaS company. Carefully crafted blogs have the potential to get you triple the amount of leads generated by paid advertising. 

Check out our blog post writing service today.

SaaS Case Studies: 2022 Trends and Tactics for Marketing

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

As a sales tool, effective SaaS case studies are hard to beat. Almost every SaaS company publishes case studies to showcase the real-world benefits of their products through their customers’ success.

But what makes a great case study? 

From inside the busyness of a single organization, it’s difficult for customer marketers to evaluate how their peers at other SaaS companies create and use case studies—what they’re getting right, and what they’re learning along the way.

That’s a gap we wanted to fill

We surveyed 121 SaaS marketers and related professionals in February 2022 to gather their insights and experiences with case studies. 

The results shed new light on the value of SaaS case studies and how customer marketers are using them to maximize ROI. Our analysis also breaks down SaaS trends and marketing tactics, like what case study formats are currently working well and how SaaS companies secure customer buy-in and measure case study success.

3 key takeaways from the survey

Included in this report

Want this report as a PDF in your inbox? Download the report here.


SaaS case studies: the #1 marketing tactic to increase sales

Let’s start with the reason we’re all here: 

SaaS marketers ranked case studies the #1 most effective marketing tactic to increase sales—ahead of general website content, SEO, blog posts, social media and other marketing tactics. 

And almost 50% of SaaS companies say that case studies are very effective at boosting sales.

How effective are these marketing tactics in increasing sales for SaaS companies? Case studies rank highest at 47%. Uplift Content

Find out 4 reasons why case studies are so important.

A great case study tells a story that resonates with a prospect. It includes shared pain points and showcases how your solution solved that pain for them. Ashley Ward, Director of Customer Marketing, LeanData
Ashley Ward

How many SaaS case studies do you really need?

If you’re anything like the customer marketers we surveyed, you’re trying to find the balance between having enough case studies (to cover all your products, use cases, company sizes and so on) and not wasting valuable resources creating repetitive stories. 

While there’s no right answer to how many SaaS marketing case studies are enough, you might be interested in how many case studies your peers at other SaaS companies are producing.

How many case studies do SaaS companies currently have in use?

SaaS companies reported having 28 active case studies on average. 

Depending on the size of the company, the average number of case studies in use varies quite significantly: 

  • 37 case studies for larger companies (500+ employees)
  • 16 case studies for smaller companies (<500 employees)

Case studies: a growing priority 

All survey respondents said case studies are a growing priority. 

On average, SaaS companies plan to produce 18 new case studies in 2022, compared with only 11 in 2021. This represents a 61% increase in the number of new case studies planned in 2022 over 2021.

Smaller companies plan to produce 13 new case studies in 2022, compared to 6 last year. And larger companies plan to produce 22 new case studies in 2022, compared to 16 last year.

It will be interesting to see how these SaaS trends change year over year.

How many new case studies do SaaS companies plan to produce in 2022 vs 2021? 18 vs 11, which is a 61% increase. Uplift Content

A case study by any other name

Before we go much further, we need to talk about what companies are actually calling the dang things. 

At 45%, “case studies” is the term most companies use for these assets. But larger companies with 20+ case studies tend to prefer “customer success stories.” The least used term is “customer stories.”

Case studies are a great way to raise awareness in the market. When prospects see that your customers are the leaders in their industries, they’re more likely to consider your solutions. They’re also a great way for a salesperson to bring their ‘pitch’ to life in an authentic and relatable way. Emma Telfer, Principal Customer Marketing Manager, Twilio
Emma Telfer

Are you using your SaaS case studies in the right places?

77% of SaaS companies have a case study section on their website, but that’s not the only place you’ll see them. From presentations to social media to webinars, SaaS marketing case studies are highly adaptable assets.

Where do SaaS companies use their case studies? Section on website is most popular at 77%. Uplift Content

Find out 7 ways to promote your case studies.

Should you gate case studies? 

Is it better to offer free and easy access to case studies—or require an email address? Survey respondents say: don’t gate. 

50% of SaaS companies don’t gate any of their case studies. Only 15% gate all of them; about 30% gate some of them. 

Where do case studies fit in the sales process? 

Over 50% of respondents say case studies are most valuable in the middle of the funnel—the consideration stage—though 33% say they’re also useful at the top of the funnel and 15% at the bottom of the funnel.  

Case studies are our most important piece of marketing collateral because they’re powerful at every stage of the funnel. They increase buyer confidence, give prospects an idea of what they could achieve, inspire our customers, and help our sales team move deals over the finish line. Julie Matheney, Associate Director of Digital Marketing, Feathr
Julie Matheney

Most companies currently make their case studies available in multiple formats

  • 68% as HTML on the company website
  • 67% as a PDF on the company website 
  • 64% as social media posts 

What case study formats do SaaS companies currently use? Text (both in HTML and PDF formats) are most popular at 68% and 67%. Uplift Content

Find out 7 ways to repurpose your case studies to extend their value.

Video case studies are a growing trend

55% of the larger companies surveyed use video to showcase case studies, while 62% are using video and text together. 

You’ll see more case studies including video soon. 44% of companies who don’t yet incorporate video elements in their case studies plan to do so in 2022. These are really interesting SaaS trends you should keep your eyes on.

Expect more infographics in 2022 

Infographics are currently underused—only 22% of respondents include them as a case study format—but another 49% plan to try infographics in 2022

How long should a case study be? 

We know you’re dying to know the answer to this question so here you go: 

Across the board, respondents keep case studies between 500 and 1,000 words, regardless of company size or the number of case studies in use. 

Case studies are great for starting initial conversations with prospects. Our audience is so worried about changing the way they do things, but hearing that other companies are taking the leap really helps them feel confident about starting the conversation. Stephanie Mansueto, Director of Marketing, Athennian
Stephanie Mansueto


Are you doing enough to get strong metrics for your case studies?

Potential customers want to know how a SaaS product can solve challenges and improve their bottom line. Nothing illustrates that better than concrete numbers. 

Case study metrics make an impact

77% of SaaS companies include metrics in at least 50% of their case studies. Only 2% publish case studies without any metrics at all. 

Respondents say their key metrics focus on time and money.

What metrics do SaaS companies focus on in their case studies? 81% focus on saving time. Uplift Content

Find out the best ways to showcase your case study metrics.

How to get metrics that matter

The best way to gather strong metrics for your case study? 70% of respondents say: ask the customer during the case study interview.

How do SaaS companies get metrics to use in their case studies? 70% ask the customer during the interview. Uplift Content

Struggling to get case study metrics? Here’s what you can do.

An impactful case study needs a great customer logo, powerful results and strong storytelling that showcases the customer as the champion of your product. Clarke Conlon, Customer Marketing Manager, Pandadoc.com
Clarke Conlon


Do your customers consistently participate in (and approve) your case studies?

Finding enthusiastic customers with a great story to tell can be challenging. In this section, we’ll look at marketing tactics you can use to encourage your sales team to identify case study participants. We’ll also talk about how to incentivize customers to participate, and why customers sometimes say ‘no.’ 

Find out how to pick the right customers for case studies—and get them to say yes.

Motivate your sales team to find happy customers

Responsibility for finding customers willing to participate in SaaS marketing case studies sometimes falls to the sales team and account managers. 

SaaS companies use a variety of tactics to motivate the sales team and account managers to identify customers who would make ideal case study subjects.

In the majority of cases, SaaS companies remind the sales team and account managers of the benefits of having fresh, well-written case studies to use in their sales process.

Only 20% of companies give gift certificates or cash to motivate the sales team to find case study participants.

How do SaaS companies encourage the sales team to find customers willing to participate in case studies? 66% remind customers how case studies benefit them. Uplift Content

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

30% of SaaS companies surveyed offer customers no specific incentives to participate in a case study—happy customers love to share their stories. Another 30% of companies build case study participation into an initial contract

Over 60% of companies offer an indirect incentive to their customers by explaining the benefits (to them and their companies) of participating.

But some SaaS companies sweeten the pot with direct incentives. 35% of larger companies offer reduced fees for future projects or services, and 27% of smaller companies offer swag. 22% of all SaaS companies offer gift certificates and 16% offer an expanded level of service.

How do SaaS companies incentivize their customers to participate in case studies? 62% explain how case studies can benefit them

Reasons customers say ‘no’ to participating in a case study

Even if a customer is delighted with a service, they may refuse to participate in a case study for confidentiality or legal reasons. Or they may simply not have the time or interest.

What are the main reasons customers refuse to participate in a case study? 48% say their legal team will have issues with it. Uplift Content

Customers rarely refuse to participate due to concerns about the case study itself, or the process involved. Perhaps case studies are known entities in 2022—this may bode well for recruiting future participants.

Your customer’s name and logo are important

Since you likely don’t have an unlimited case study budget, you have to be strategic when deciding which customer stories to turn into case studies. 

80% of SaaS companies publish customer names or logos in their case studies, and for good reason: well-known customers instil trust and confidence in both your company and your services.  

A powerful case study has great storytelling that makes a complex use case easy to understand. It also has strong metrics and highlights tangible value from the product. Amanda Peacock, Director of Customer Marketing, Zylo
Amanda Peacock



What are you doing to set your SaaS company up for case study success?

Not every case study hits the mark. In fact, not every case study even sees the light of day. Our survey results offer a few clues that might help ensure your SaaS marketing case studies are not just visible, but as impactful and effective as possible. 

Ensuring your case study is published

According to our survey, 17% of case studies produced are not published because the customer doesn’t approve them. And 39% of SaaS companies have had this unfortunate experience.

Respondents offer a few tactics for avoiding this waste of time and goodwill:

  • 73% ensure the customer knows they can suggest edits
  • 63% secure buy-in at all levels, including legal, upfront
  • 31% have the customer sign a release form

Find out how to get customer approval on your case study.

Elements of a successful case study

SaaS marketers agree that the most effective case studies include relevant metrics, discuss relatable business challenges and tell an engaging story.

What makes a case study effective? 68% say strong metrics. Uplift Content

Find out the 9 components of a case study you absolutely need to include.

A great case study demonstrates ROI clearly and is relatable for your target audience (i.e., they recognize themselves in the story). It paints a complete picture, from challenges to solutions to results. Dennis Looijenga, Head of Customer Marketing, Foleon
Dennis Looijenga

Tips for improving case studies

60% of SaaS companies would add more measurable results or statistics to improve their case studies. 

About 40% of companies say they would strive for better storytelling, including stronger and relatable challenges and customer quotes. And about 40% also say a video element would improve their case studies. 

Most SaaS marketers are happy with their overall case study structure and layout, as well as the executive summary section.

How satisfied are marketers with their SaaS case studies?

Only 18% of SaaS marketers are very satisfied with their case studies overall. Interestingly, SaaS companies are equally satisfied with their case studies whether they write them in-house or outsource them—with 3.8 stars for each situation. 

How satisfied are SaaS companies with their case studies overall? Only 18% are very satisfied. Uplift Content

How SaaS companies measure the success of their case studies

30% of SaaS companies say they don’t measure case study performance at all because they lack the time, resources or know-how to do so.

The rest of the respondents use a wide variety of marketing tactics to evaluate case studies.

How do SaaS companies measure the performance of their case studies? 36% say by how often the sales reps use them. Uplift Content

Hear from 8 customer marketers on how they measure the success of their case studies.

Compelling case studies make it easier to sell the vision of where prospects could be, were they to do business with you. Alexander Walmsley, Marketing Manager, Compuco
Alexander Walmsley



Should you produce your SaaS case studies in-house or outsource them?

We all know case studies can be a bit of a beast to produce. From first identifying the customer to final approval, our survey respondents reported that it takes 2 months on average to produce a case study

Within that time frame, the marketing team spends an average of 6 to 20 hours actively working on each case study.

When your marketing team is constantly slammed, outsourcing case study writing can be a good solution. 

Should you outsource your case study writing or use in-house writers?

Who conducts the customer interviews?

In-house marketers usually conduct the case study interview. In fewer than 1 out of 5 cases, in-house, agency or freelance writers conduct the interview.

Who conducts the case study interview in SaaS companies? The in-house marketer in most cases. Uplift Content

Find out what case study questions to include in your customer interview.

Who writes the case studies?

48% of SaaS companies with 20+ active case studies are most likely to use agency writers, while 58% of smaller businesses are most likely to rely on in-house marketers to write their case studies.

Who writes the case studies at SaaS companies? At large companies, the in-house writer or an agency writer are most common. Uplift Content

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

Reasons SaaS companies outsource case study writing

SaaS companies opt to hire an agency or a freelancer to write their case studies for a few different reasons:

  • 70% say their internal team simply doesn’t have enough time to write them
  • 37% say they want to ensure the case studies are professional and effective 
  • 33% say their internal team doesn’t have enough writing expertise 


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 to see how we might help you.

The team at Uplift is skilled at using the voice of the customer to create high quality content that helps generate brand awareness, grow leads, influence new opportunities and produce growth within our accounts. Brittany Rolfe Hillard, VP, Customer Advocacy, WalkMe
Brittany Rolfe Hillard


Thank you to all survey participants!

Your input has helped us take the pulse and identify SaaS trends of how customer marketers across the world are successfully using case studies in 2022.

Survey methodology: We surveyed 121 SaaS marketers globally who currently use case studies as a marketing tool. We conducted the survey in February 2022 using Typeform, an online survey tool.

How 8 Customer Marketers Measure Case Study Success

B2B SaaS customer stories take time and effort to produce, which means it’s crucial to evaluate whether these sales tools are performing well. However, this is often easier said than done. Get insights on this tricky issue from 8 customer marketers on how they measure the success of their customer stories.

Updated April 2022: Successful B2B SaaS case studies take time and effort to produce from everyone involved—including your customers—which means it’s crucial to evaluate whether these sales tools are performing well enough to make the content creation process worth your while. 

However, determining case study success is often easier said than done because many SaaS companies use both quantitative and qualitative metrics to evaluate a home run versus a dud, and gathering this data can be challenging.

In this blog post, we’ll share insights on this tricky issue directly from customer marketing leaders in the SaaS industry, as we dig into what case study success looks like for 8 customer marketers.


Case study success: why is it so hard to measure?

Your B2B SaaS case studies can only be successful if they have impact, and to have impact, these stories must be shared.

Content creators rely on others within their organizations, such as social media marketers and sales reps, to get these stories in front of potential customers, which makes it hard to keep track of the content’s success.

Even when these case studies do get promoted online, it’s easy for them to get lost in a sea of competing content.

Say your case study catches a prospect’s eye on LinkedIn and they click through to your website to read it.

Even at that point, it’s tough to determine case study success because metrics such as page views and time spent on a page track the level of consumption of a story, but not how it was received by readers, which is highly subjective, or how it might go on to influence a deal. 


No cohesive view of case study success

Case study success is something that every customer marketer is aiming for. But it’s extremely hard to get a cohesive view of how case studies perform.

While some SaaS marketers report receiving anecdotal feedback on case studies from sales colleagues, this is a rare occurrence.

Other customer marketers feel they have no concrete view into how often case studies are used in sales conversations.

Metrics can be deceiving because there’s no way to know how often a sales rep has saved the content to their desktop and emailed it to a lead. 

Finally, technology poses another challenge. One SaaS marketer describes case studies as an engine that powers other components of marketing and sales, which often use different MarTech stacks. As a result, the variety of places marketers need to look for metrics makes the evaluation process time consuming.

With a multitude of tools being used, it becomes tricky to get a cohesive view of the impact of your case studies, and you’ll often be missing key pieces of data required to gain a full picture.

Case in point

In February of 2022, we conducted a survey of 121 SaaS marketers and found that 30% of SaaS companies say they don’t measure case study performance at all because they lack the time, resources or know-how to do so.

The rest of the respondents use a wide variety of marketing tactics to evaluate case studies.

How do SaaS companies measure the performance of their case studies? 36% say by how often the sales reps use them. Uplift Content

Read the full report here: 2022 SaaS Case Studies Trends & Tactics Report


Case studies: why is it important to measure performance?

Without setting and tracking key performance indicators (KPIs) for your case studies, you’ll have a harder time developing strategy and allocating budget for them.

It’ll also be more difficult for you to analyze your competition and demonstrate accountability to your boss. Establishing KPIs will enable you to get a sense of your wins and opportunities for improvement.

Knowing which of your case studies are performing best can help inform your next steps, such as promoting these heavy hitters far and wide.

Many customer marketers are creating so much content on a quarterly basis that it’s tough to build awareness of each individual piece due to information overload.

Sales teams are being bombarded with emails and messages, and sometimes case studies get lost in the shuffle. Identifying priority content based on performance can help solve this problem.

When it comes to the laggards, this content is just as crucial to pay attention to. By optimizing these stories for better performance, you can make them work harder for your SaaS company and generate more conversions, rather than focusing your resources and efforts on creating new content from scratch.


8 customer marketers weigh in on how to measure case study success

There doesn’t seem to be any research available online that speaks to how SaaS marketers measure case study success. So, we spoke directly to 8 customer marketers in the B2B SaaS space to find out how they measure the performance of their case studies. Here’s what we learned:

Andrew Sevillia, Director, Customer Marketing, Sage Intacct

Andrew Sevillia

“Case study success for me is if I can capture the story, then my PR team can pitch it and it gets picked up by one of the industry or business publications we work with. Another big success is when these case studies get used by our demand gen or sales staff, and when the stories help to either attract prospective customers or to speed up the sales cycle.” — See Andrew’s LinkedIn profile



Matt Arout, Senior Customer Advocacy Manager, Google

Matt Arout

“We use Looker to measure case study success! Looker can be used to tie multiple data sources together to build a dashboard. We have a content dashboard that gives real time insights on how content is performing via Google Analytics, email campaign performance, social performance and overall influence on our pipeline.” —See Matt’s LinkedIn profile



Meaghan Britain, Senior Customer Marketing Manager, CPA Global

Meaghan Britain

“We measure the landing page and channel performance of case studies. We gate several case studies, so we can track individual channel KPIs such as social impressions, as well as landing page metrics such as page visits, form fills/downloads and video views.” — See Meaghan’s LinkedIn profile



Sam Shepler, CEO, Testimonial Hero

Sam Shepler

“Given that about 80% of marketing content goes unused by sales, if sales is using a case study, that’s a good thing. They wouldn’t be using it if it wasn’t working. Another way we measure case study success is by checking to see if the story has influenced deals in the pipeline. If deals are being closed, and your sales leaders are thanking you and telling your CEO they’re getting exactly what they needed from you, that’s all the measurement you need.” —See Sam’s LinkedIn profile



Jeanne Talbot, Director, Customer Marketing, CloudBees

Jeanne Talbot

“The mistake many make is trying to measure the impact of case studies instead of thinking about the impact of the campaigns that the story, video, quote, etc. supports. Everything we create in customer marketing supports other elements of the marketing function.” —See Jeanne’s LinkedIn profile



Kyle Yantis, Former Customer Advocate Associate, Ellucian

Kyle Yantis

“We use Marketo and Eloqua dashboards to measure email campaigns. We also track click rates on our website through Google Analytics, and case studies that were included in RFPs by comparing closed/won rates.” —See Kyle’s LinkedIn profile



Lauren Turner, Customer Marketer, UserTesting

Lauren Turner

“Time to close is also a great metric to track. The case study may not be the thing that gets the deal signed, but it can help remove objections and get the process done more smoothly. We also look to increase the SEO value of our other assets by embedding as many relevant links into case studies as we can that point to related blogs, white papers, and other content in an effort to drive traffic.” —See Lauren’s LinkedIn profile



Senior Customer Marketing Leader

“We monitor downloads from our website and minutes spent on pages. We also analyze the traffic of won deals to see which assets influenced our customers’ decisions during the entire sales process. I’d love to get to a place where we measure which specific case studies were shared against each opportunity, but we aren’t there yet. This would require a field on the opportunity records in Salesforce, for example.” —Senior customer marketing leader who prefers to remain nameless

As you’ve probably gathered by now, there’s no specific “right” way to measure case study success. However, by sharing knowledge and discussing what works for each of us and what doesn’t, we can all learn from one another.


Give your SaaS case studies a boost

The stakes are high when it comes to creating excellent case studies—and we can help. Check out our case study writing service.

B2B Success Stories—8 Ways to Squeeze the Most Value from Them

Case studies act as powerful social proof for SaaS companies. They take time and effort to produce, but they are worth their weight in gold so be sure to leverage them to their full potential with these 8 tips.

Updated April 14, 2022: SaaS companies can use B2B customer success stories (also known as case studies) as powerful social proof in their marketing efforts. Essentially long-form testimonials, B2B success stories boost the company’s credibility by using quotes from their clients coupled with data to showcase their clients’ successes and ROI from using the software.

Great B2B customer success stories also help prospects better understand how the software can help them solve their challenges—particularly if the software is complex or hard to describe. Seeing others’ success stories also gives prospects the reassurance they are making the right purchasing decision.

In February of 2022, we conducted a survey of 121 SaaS marketers and found that 77% of SaaS companies have a case study section on their website. But marketers are also using case studies in a variety of other ways:

Where do SaaS companies use their case studies? Section on website is most popular at 77%. Uplift Content

Read the full report here: 2022 SaaS Case Studies Trends & Tactics Report


8 tips to leverage your B2B success stories

B2B customer success stories take time and effort to produce but they are worth their weight in gold. Be sure to leverage them to their full potential by using these 8 tactics:

1. Dedicate a section of your website to them

Make it easy for website visitors to find your B2B success stories. After pricing and features, success stories are often the next place prospects go to see if your software is right for them.

2. Add a teaser to your B2B success stories on your home page

Give website visitors lots of opportunities to get to the section on your website that houses your B2B customer success stories. On your home page, try adding a call to action or testimonial that leads back to your success story section.

3. Provide your success stories in a variety of formats

Knowing that people have diverse preferences for how they consume content, be sure to create your B2B customer success stories in a variety of formats including long-form article, blog post, infographic, video and one-pager.

4. Add them to relevant landing pages

If you’re already in the habit of creating landing pages for your different software services, it’s worth adding B2B success stories to those pages to boost credibility. This will help your prospects better understand how your software can help them solve their problems—and provide the social proof they need to make a purchasing decision.

5. Promote your success stories on social media

Customer success stories make great original content to share via social media. To get the most out of posting your customer success story on social media, pin the post to the top of your Twitter and Facebook pages.

6. Use success stories in your email marketing and newsletters

If your subscribers haven’t invested in your software yet, B2B success stories are a great way to help them make a purchasing decision. If they ARE using your software, then success stories will help customers continue to feel good about their decision to use your software. It also provides customers with examples of other ways they can use your software to their advantage.

7. Give them to your sales team to use

By providing your sales team with B2B success stories, you’re equipping them with great testimonials, an engaging story and real stats to back it all up. The sales team can use the success stories to provide credibility to your software, and perhaps take a sales call one step further, like a demo.

8. Use success stories in your presentations

From webinars and demos to sales presentations and conference talks, using the stats from your B2B customer success stories will make the impact of your presentations more powerful. Whether you incorporate success stories directly into your presentations, or offer them as further learning afterwards, it’s important to make this research easily accessible to your potential customers.

 

Next step for your B2B customer success stories?

This was the last post in our 9-part series on how to write a success story. It’s now time for you to start writing and publishing your own success stories.


Need a hand with your customer stories?

If you need help writing your B2B success stories, please check out our case study writing service. We work with high-growth SaaS companies like Okta, WalkMe and LeanData to create powerful success stories that nurture leads and close sales faster.

Why Are Case Studies Important? Top 4 Reasons

Do you know why you should be prioritizing case studies? Uplift Content shares 4 reasons why case studies are your #1 marketing tool.

Updated March 2022: Has a boss or colleague ever asked you, “Why are case studies important to produce?” This is a question all SaaS marketers must be able to answer, especially when it comes time to create your digital marketing budget for the year.

SaaS case studies are the #1 marketing tactic to increase sales

In February of 2022, we conducted a survey of 121 SaaS marketers and found that SaaS marketers ranked case studies the #1 most effective marketing tactic to increase sales—ahead of general website content, SEO, blog posts, social media and other marketing tactics. 


Read the full report here: 2022 SaaS Case Studies Trends & Tactics Report

The importance of a case study in business can’t be overstated. Case studies are top tier marketing tools for SaaS companies to showcase their products’ value to potential customers, helping to drive sales and revenue.

This type of collateral is essentially a play-by-play of how your company won a customer’s business and delivered killer results, setting you up to score your next big deal. And what makes them even more valuable? Case studies can be leveraged in so many different ways.

More than 75% of B2B buyers in the evaluation stage of the decision making process reported that case studies carry more influence than any other type of content, making them well worth a line item in your digital marketing budget. In this post, we’ll demonstrate the importance of a case study in business and dig into 3 reasons why case studies are so powerful.

Why are case studies important for B2B SaaS?

1. Demonstrate your expertise in your niche

As a SaaS marketer, your job is to know how to write a business case study in a way that makes your product or service stand out among your competitors’. Creating case studies is an effective way to capture the attention of buyers in your industry because the content—including the products, services and use cases covered in the piece—will be highly relevant to your target audience and will therefore have a strong chance of resonating with them.

If you’re still wondering, “Why are case studies important?”, then put yourself in your buyer’s shoes. Say you’re evaluating several different customer relationship management (CRM) platforms. All three vendors have an eye-catching website with informative and clever product copy, but only one has a repository of case studies that illustrate how its clients have landed 50% more sales since they’ve implemented this particular CRM. Sounds like a winner to us!

2. Provide social proof in an original way

Nearly 90% of consumers read product reviews before they make a purchase, which means gathering and publishing social proof is a crucial activity for your SaaS company. Changing consumer behavior is also one of several answers to the question, “Why are case studies important?” Case studies give your readers what they’re looking for, which is confirmation from other B2B buyers just like them that your products and services are the real deal.

Another advantage of case studies is that by nature, they’re original stories about individuals with specific challenges and goals. Knowing how to write a business case study that goes beyond generic product reviews is critical. Dig deep into everything from how your team stewards customers through implementing your software to what your customer’s future use cases include. This type of content gives your prospect thorough insight into what it’s like to use your products and work with your company.

3. Help your SaaS organization close sales

Let’s quickly recap the last 2 points: Case studies capture your buyers’ attention with highly relevant content that positions your SaaS company as an expert in the products or services you deliver. Case studies also build trust by sharing social proof in an interesting format that uses storytelling to weave a narrative. For those two reasons, case studies are fantastic content marketing tools to help you close sales. 

In addition, especially if your offerings are complex, it’s essential to help potential customers understand how your software will meet their needs. Case studies give you an opportunity to explain—with real world examples and visual aids—the more complicated aspects of your products and services.

4. Strengthen customer relationships

If you’re hesitant to ask your customers to participate in case studies, you’re not alone. It’s normal to feel like you might be imposing on a customer by asking them to take time out of their busy schedule for an interview, but chances are they’d be happy to help you craft a case study to illustrate your mutual success working together.

When it comes to the question, “Why are case studies important?”, one of the best answers is that they can help you strengthen customer relationships by letting your customers know you believe they have a valuable story. This gesture of goodwill can increase customer retention, which can in turn grow your SaaS company’s revenue by as much as 95%.

Are your case studies up to par?

You now have a few answers to the question, “Why are case studies important?” Knowing the integral role these tools play in your content marketing efforts and how to make a business case for them (pun intended), it’s time to ensure your B2B SaaS company’s case studies have what it takes to convert prospects into customers.

At Uplift Content, we’ve created a checklist you can use to evaluate your own case studies. It covers 8 key elements that every case study needs to have, as well as 24 examples from top SaaS companies. Download the checklist today.

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