15 October 2019

Case Study Questions You Need to Ask Your SaaS Customers [VIDEO]

Those of you who are journalists-turned-marketers will likely have been jokingly accused of going over to “the dark side.” Well, there’s one thing we can all take from the reporter’s toolbox – and that is how to ask great questions to tell an engaging story. Today, we’re going to talk about the best case study questions to ask your SaaS customers.

Video transcript

Hello, SaaS marketers! Emily Amos here from Uplift Content.

Those of you who are journalists-turned-marketers will likely have been jokingly accused of going over to “the dark side.” Well, there’s one thing we can all take from the reporter’s toolbox – and that is how to ask great questions to tell an engaging story. Today, we’re going to talk about the best case study questions to ask your SaaS customers.

To set the stage, make your case study questions open-ended—not the kind that garner a simple yes or no response. Allow your customer to tell you their story in their words. So, jumping right in, here are a few things to ask:

#1: Ask case study questions about your customer’s company and challenges

Ask your SaaS customer to tell you about their company and the challenges they had before they hired you. Ask how each problem impacted the company and how it made them feel. People connect with stories that have emotion.

#2: Ask case study questions about your customer’s options and final decision

Paint a picture of the path to purchase. Ask what solutions were on the table and how they arrived at the choice of your SaaS service. Always remember to pause before jumping to the next question because they might have more to say.

#3: Ask case study questions about implementation and the end result

Be sure to craft a story that’s real. Ask your customer if they had any concerns before implementation, then ask about the process. What did their company do and how did your customer and their team feel afterward? How is the initial problem handled now? How much time was freed up for other business?

Your customer’s answers to these case study questions will give you a chance to highlight not only your company’s expertise and the tangible benefits of your SaaS service, but how you treat your customers along the way.

#4: Ask for statistics

Gather some proof points. Case study questions about how much money your customer saved or how much their profit increased will allow you to sprinkle concrete stats throughout your story. 

Don’t forget the age-old closing question: “Is there anything else you’d like to add?” Now, happy interviewing SaaS marketers!

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Emily Amos
Emily Amos

As the founder of Uplift Content, Emily leads teams in creating done-for-you case studies, ebooks and white papers for high-growth SaaS companies. Check out her bio.

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