14 April 2022

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

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.

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Emily Amos

As the founder of Uplift Content, Emily leads her team in creating done-for-you case studies, ebooks and blog posts for high-growth SaaS companies like ClickUp, Calendly and WalkMe. Connect with Emily on Linkedin

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