1 February 2022

3 Case Study Samples: Improve Your SaaS Case Studies by Learning from Others

Updated February 2022: We’ve done a teardown of 3 case studies from 3 of the fastest growing SaaS companies. Check out these business case study samples to learn from what these B2B SaaS companies are doing well—and not so well—to continually improve your own case studies.

This is the eighth post in a 9-post series on how to write compelling SaaS case studies.

Case study sample #1: GitLab

GitLab is a DevOps platform that helps development, security, and operations teams reduce costs and increase time to market. The company’s 738 employees are located in 50 different countries. GitLab ranked 10th on the SaaS Mag list of 1,000 high-growth companies. We reviewed Gitlab’s Goldman Sachs case study.

What worked well

Nothing measures success in a SaaS case study like statistics, and a business case study sample like this one provide numbers that clearly illustrate the results Goldman Sachs achieved working with GitLab:

Metrics case study sample from GitLab

The case study format also flows well. Each section, including the customer introduction, challenge, solution, and results, provides clear information that helps the reader visualize how GitLab could help their company, too.

Finally, we all know that throwing a large block of text upon a webpage is going to get you exactly zero readers. GitLab avoids this pitfall by using subheaders to break up the text so it’s easier to scan. The subheaders are descriptive and benefit-driven—another bonus.

Challenge sample from GitLab

What could be improved

The case study’s title could use some work: 

Title sample from GitLab

First, adding GitLab’s company name would increase brand recognition. Second, while the title does feature a statistic, it would be more powerful and easier to digest if it was a percentage increase—for example, “Goldman Sachs increases build velocity by 2,000% with GitLab.”

The pull quotes in this case study sample is also heavy on length: 

Pull quote sample from GitLab

Condensing and tweaking them would make them more impactful. As long as you don’t change the essence of a quote, it is fine to edit quotes—we’re writing case studies, not news reports (and you’ll always ask your customer to review the piece before it goes live).

Finally, this SaaS case study would have a stronger finish if it included a conclusion that addressed how the customer plans on using GitLab moving forward—for example, whether they will add new products to their suite. The case study also needs a call-to-action that prompts readers to book a call with GitLab or view a product demo online.

Case study sample #2: Sendoso

Sendoso is a sending platform that provides businesses with sourcing, physical warehouse storage, inventory tracking, and ROI attribution solutions to enable them to personalize at scale. The company has 147 employees and ranked 22nd on SaaS Mag’s list. We reviewed Sendoso’s Pendo case study.

What worked well

This SaaS case study sample makes good use of graphics. It’s not just filler—rather, it adds visual interest to the piece and communicates the benefits of using Sendoso:

Case study sample from Sendoso

The case study also provides a clear, succinct summary of the challenges that Pendo faced before working with Sendoso while being careful to position the customer in a positive light:

Challenge sample from Sendoso

Finally, the case study includes a strong call to action (CTA) at the end that hints at social proof with the phrase “Join the thousands of people using Sendoso.” The CTA highlights a benefit by encouraging readers to “personally connect with their customers.” 

CTA sample from Sendoso

Moving the CTA higher up in the case study would make it even stronger, so it doesn’t appear to be part of the website’s footer.

What could be improved

The case study title appears incomplete: 

Poor case study title from Sendoso

It needs to be more than just a statistic, and should include the customer’s name, the company’s name and some context—for example, “Pendo closes 5x more sales with Sendoso.”

The pull quote is buried in what looks like the website’s footer, and it’s too long: 

Poor pull quote example from Sendoso

Condensing the quote to one sentence and moving it up under the stats section would make it more compelling.

This SaaS case study also needs a section that focuses on the solution itself. It should outline which of Sendoso’s products Pendo uses, and how the products addressed each of the challenges the customer was facing.

Case study sample #3: Front

Front is an email management software that helps more than 5,000 customers improve workflows and collaborate more efficiently. The company has 144 employees and ranked 61st on the SaaS Mag list. We reviewed Front’s Boostability case study.

What worked well

This case study sample opens with a strong title that includes a statistic and the customer’s name:

Case study sample from Front

Front could make it even better by adding its own company name.

Front’s Boostability case study also features an excellent pull quote—it’s short and sweet with an effective message. The case study uses quotes throughout to help tell a human, relatable story:

Quote sample from Front

The executive summary on the side of this case study is eye-catching and provides key information, such as tools that integrate with Front (important functionality of the Front software).

Executive summary example from Front

What could be improved

This SaaS case study would be more compelling if it outlined clear statistics near the top in numerical format—for example, “2.5x faster response rate.”

The call to action is currently in the executive summary at the top of the case study (see image above). The call to action would be better positioned at the bottom of the case study so that when a reader finishes the story and visualizes themselves in the customer’s shoes, they’re then nudged to take action.

This case study could also use a short boilerplate paragraph on the customer. Case studies need to benefit both parties involved, and including a boilerplate with a link shows gratitude to your customer for their help with the case study. Here’s a great example from a recent Okta case study on its customer JetBlue:

Example of a boilerplate from Okta

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Emily Amos

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

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