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.