16 April 2024

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.

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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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