A SaaS case study is one of the most potent tools to increase your product signups and user acquisitions as a B2B marketer. However, capturing an audience for your B2B brand and keeping their interest long enough to make a purchase can be challenging. And when you finally get a few clients on your doorstep, how do you increase that number?

As frustrating as many sales cycles are, generating leads and increasing your user acquisitions is not impossible. Several marketing solutions can help you, but some are more effective than others.

In this guide, I will show you how to write a SaaS case study that will help convert your prospects to users.

What is a SaaS Case Study?

SaaS case study

A SaaS case study is an unpaid customer success story after using a product or service often to recommend potential clients. This case study could also be an interview with a client that expresses the positive outcome of using a SaaS product or service. Case studies are an essential marketing tool that B2B SaaS companies use to increase revenue. 

Over 80% of tech marketers worldwide employ case studies for marketing, showing that there are countless success stories to choose from. It’s best to identify the SaaS case study template that satisfies your industry and employ the best practices for creating yours.

SaaS Case Study Best Practices

Using SaaS case study best practices will help you create persuasive content that generates better results. You’ll need to apply these straightforward practices to write a SaaS case study that sells. 

1. The Direct Response Technique

Nothing generates a better response than speaking directly to a person. The direct response technique is one of the most productive ways to attract clients to your copies.

Get your readers involved in your case study – let them see that the story speaks to them. Employ personal stories that show you can relate with the reader to a great extent. Use clear, simple language and construct your sentences most understandably. 

Depending on your audience, you can add infographics to support your sentences and give prospective clients more reasons to trust you. 

2. Combine Story-telling, Readability, and Sales Approach

Another essential practice is preparing your SaaS case study to feature story-telling, readability, and a good sales approach.

Begin with a brief executive summary, pull your readers in with creative story-telling, and end with a smooth sales touch. 

The executive summary should highlight your industry or audience, product or services, challenges, solutions, and results. In 30 seconds or less, let your readers know if they need to keep reading. You can easily write a SaaS case study using these three elements in their correct proportions. 

Although you’d prefer to follow the rules, your SaaS case study reads better when your story-telling is natural and readable.

Toby Nwazor

Your potential clients should also be able to respond to your sales approach. 

3. Show Data and Business Benefits

A best-selling SaaS case study appeals to your client’s emotions and is reinforced with numbers. Presenting statistical data that captures the business advantage of using your product or service will grant you a solid chance of generating leads.

For example, if you are marketing software that helps a business reduce production time and optimize profit, you can highlight the percentage increase of profit within the period of use. Potential clients always look out for statistics, so ensure you get those numbers in! 

New businesses or recent startups may not have much data to glean from, but you can still use social proof. Conduct interviews for customers to gather real photos and their quotes. Ensure that your data is human enough to give credibility to your product or service. 

4. Capture Your Unique Selling Proposition (USP)

Since you’re not the only company or brand seeking to partner with your potential clients, your case study should contain clear reasons to choose you over everyone else. In a multitude of voices, let yours be unique.

Please clearly state how you meet their needs and support their company’s vision. Your SaaS case study should highlight why you are superior to your competitors in that particular industry. Your USP will usually leave an imprint on the minds of your potential clients. 

5. Add a Call To Action (CTA)

Even if you don’t want to sound like a salesperson, it’s always best to leave a compelling note encouraging your readers to act. Include the CTA throughout and at the bottom of your SaaS case study. 

Your CTA should be clear and easy to locate – don’t make your readers confused about what you’d like them to do. You can add your contact details to the CTA at the bottom of your SaaS case study so they can reach out to you.

Why is SaaS Case Study Important in Business?

Every business aims to generate leads and make sales, which can get frustrating if this is not the case with your business. Creating a SaaS case study is vital in B2B marketing because it serves as a unique sales tool in the evolving digital marketspace crawling with competitors. 

You’ll need to learn how to write a SaaS case study for several reasons. Here’s why.

1. Improves Lead Generation

Case studies rank among the most engaging forms of content for marketing solutions. In a blog post, Neil Patel claimed that applying case studies in his emails increased his deals closing ratio by 70%.

Because SaaS case studies are true stories of actual people, it is a trusted content form. As long as your former customers are satisfied, others can trust your product or services.

A good SaaS case study can be a powerful lead magnet.

A good example is to include a pop-up on your website or to ask readers to download your recent case study by signing up for your email newsletter. This tactic always converts!

2. Storytelling

Most people read online reviews of products or services before purchasing. People would instead choose recommended products or services than buying something they have no clue about.

A good SaaS case study contains relatable experiences about the problem and provides context to the challenges while highlighting the solution and introducing the goal of your product or service. Good story-telling can compel other people to use your product, especially when the story appeals to your readers.

A healthy dose of suspense or quick thrills in your story keeps readers enraptured until the end and compels them to action. 

3. Social Proof

If you need to make more sales through your website, a SaaS case study can provide social proof to potential clients that they can trust you. Case studies show how you have helped similar customers in the past, and you’re willing to do more.

Pictures, data, graphs, and infographics are helpful signs that point future clients to the successful projects you have completed with others. Use powerful imagery combined with compelling text to improve your sales in business. 

5 Superb B2B SaaS Case Study Examples

SaaS case studies remain the most effective type of content for influencing B2B purchases. They may appear as merely customer testimonials about a product, but they have more power beyond that. 

Let’s quickly study these five B2B SaaS case study examples and see why they stand out. 

1. Heap

This case study’s format incorporates all the components it needs to stand out. It showcases the client’s industry, results, and a captivating video.

At first glance, you’d notice impressive data and outcomes that make you interested in knowing more. There are also bold quotes from employees verifying Thinx’s testimony.

saas case study

2. Gong

This example gives a rich overview of Drift, the client company, including their industry, location, company size, and website. The case study also outlines Drift’s challenges before employing Gong’s service and outcomes.

One remarkable thing about this SaaS case study is how it focuses on the customer alone, highlighting Gong’s input only where it is absolutely necessary.

saas case study

3. Ad Factory

This case study prides itself on its outstanding numbers, high conversion rates, and impressive results. The specific data points on the customer company are the first thing you’d notice, then information about the client and the SaaS strategy applied.

There’s also enough room for results and to pin specific quotes from the client, making Ad Factory even more credible.

saas case study

4. Amplify Beam

Combining a compelling title with a solid human narrative, this case study focuses on the client, Minerva Crafts, and speaks directly to the readers. The case study uses text, imagery, quality design, and numbers to give readers complete insight into the piece.

Amplify Beam truly amplifies its positive outcome but states how it helped the client gain over 52 million impressions in 14 days. Quite a complete package.

saas case study

5. Lead Elves

This case study may be a bit technical, but it uses text and infographics to explain the key points about its client and provide a relatable context for their challenges. The headline is not only captivating, but Lead Elves uses a seamless Challenge>Solution>Result format to tell the story.

Lead Elves also highlights quotes from the clients in bold captions and the results achieved from using its service, including raising lead quality by 90%.

saas case study

How to Create a Buyer Persona for Your SaaS Case Study in 3 Steps

Buyer Personas are vital in B2B SaaS marketing because they identify your prospective customers through data collection and research. A good buyer persona helps you streamline focus to relevant customer prospects and guide your product development to satisfy those customers. 

If buyer personas are important, you should learn how to create one.

You can easily create a superb buyer persona for your SaaS case study by following these steps:

1. Gather Important Persona Information 

Scan your database to find patterns that show how customers locate your product or service. Make sure to use form fields that reveal relevant persona information when making forms for your website.

Customer interviews and the sales team’s feedback are also great tools for building accurate persona information. 

2. Identify Patterns and Common Grounds

Once you’re done with the primary research, organize your research findings so you can study them. Then, filter through the raw data by identifying patterns and common grounds. 

These similarities will help you develop your primary persona and understand your potential customers.

3. Develop Messaging for your Persona

Train your sales team on how to relate with your persona by developing language for communication with them. Your team should know how to convey information about your product/service in a way that your persona understands totally. 

Make sure everyone on your team speaks the same way with your persona so that they can establish a level of familiarity and trust with you and your product.

How to Conduct a SaaS Case Study Interview

Now that you’re done building your buyer’s persona, and you have the ideal client, you can reach out for your SaaS case study interview. Since it may be your first time, don’t expect to be perfect.

Here’s a small guide to help you conduct your SaaS case study interview. 

1. Begin with friendly introductions

Introduce yourself and confirm that your client has sufficient time to spend for the interview. Make a small chat and allow yourself to be at ease. Then, start with the basic questions that provide more insight into your client’s background. 

2. Uncover your client’s initial status

Ask questions that reveal your client’s initial situation before reaching out to you. Find out when they realized it was time to change things and what solutions they tried before you. Keep the questions simple.

3. Nudge your client to discuss the problems they faced

Now you’re getting somewhere. Let your client describe the problems or challenges they experienced during this time. Understand how critical these problems were and how they affected the business.

4. What solutions did you provide?

Here, your client can give you insight into what products/services they got from your company, how the solutions were applied, and whether they were effective.

5. Results after using your SaaS solution

Your client should tell you the improvements they observed, how the solution helped, and the measures of success and efficiency recorded. This is where the numbers come into play.

6. Why your client chose you

Your client should tell you why they chose your SaaS product or service as the solution they needed despite your competitors. This includes stating how they found you, the process for purchase, what phase of the process they enjoyed, and what could be improved.

7. Room for improvement

A good SaaS case study interview should include honest feedback concerning any part of the process so your company can improve too. If your client noticed any faults or substandard operations, it’s an excellent time to find out. It’s best to remain calm and allow your client to speak freely.

Sample Questions for Your SaaS Case Study

There are a ton of SaaS case study questions you can ask. Some important sample questions include:

SaaS Case Study Templates

If you’re not sure how to get started, looking over a couple of SaaS case study templates can inspire you. Examine your competitors’ case studies, how they did great and how they could’ve done better.

Take a close look at how they inserted images, videos, and statistics, then create your case study using your informed knowledge.

Essential Components of a SaaS Case Study

Every SaaS case study must contain essential elements to give desired results.

Put these in and watch your SaaS case study shine.

1. Compelling title

The title is usually bold and eye-catching because it’s the first thing readers see. Your title should include your customer’s company name, the product or service used, and the results achieved. 

Your case study’s title should pull interest in the story. If there’s a striking statistic that could capture your readers, find a way to fit it in.

Remember, keep the title short, exact, and compelling. 

2. Executive summary

Your SaaS case study should contain a short, clear, and meaningful executive summary. It’s usually a few sentences that introduce your customers, challenges faced, and the results you achieved.

Sometimes, your executive summary might be all potential clients would ever read. So keep it strong, compelling, and informative.

3. Use multimedia

Knowing when and how to use multimedia in your SaaS case study is also vital. Imagery reinforces your text, brings words to life, and helps your readers connect more with the case study.

You can include features like graphs, charts, photographs, and video content to improve the overall credibility of your case study.

4. Add Relevant Quotes

If your customer said something striking during the interview for your case study, you can leverage that. Direct quotes or paraphrasing your customer’s words is a subtle way of singing your praises and telling your readers that you’re being honest enough.

Remember that quotes should be specific and related to the purpose of the case study. Otherwise, they would have no impact. Make the quotes stand apart from your text, and ensure they are quite personal to the customer.

5. Problem- Solution – Result

A SaaS case study should display the customers’ challenges that moved them to procure your SaaS strategy. Help your readers understand how you solved the problem and the results earned for your customer. 

It’s essential to clearly outline results using powerful statistics and relevant data that shows things have changed for good!

6. Add an irresistible CTA

A compelling Call-to-Action should be around the end of your case study and state precisely what you’d like your readers to do. Don’t try to be overtly salesy, but simply show readers their next move after reading.

It’s possible to have more than one CTA. You can insert them throughout your case study for better understanding.

How to promote SaaS case study

Now that you’re done with writing your SaaS case study, how do you promote this best-selling marketing tool? It’s essential to give your case studies enough visibility so your company can ride on its full potential.

Create a section on your company’s website for your case studies and begin promoting them from your home page. Website visitors should spot your case study from the home page and other critical landing pages. 

Another way to promote the SaaS case study is to create content in various formats such as video and promote these formats on social media and in your email broadcasts. You can also use case studies for marketing presentations or conferences you’ll attend. 

Which platforms do you share your SaaS case studies on?

1. Twitter

Create a series of tweets that highlight your client’s problems, what services you offered, and what results they got in return. You can add pictures, statistics, and links to the case studies for more information and ask company employees to retweet. 

2. Quora

Use Quora to tell a good story of how your company helped your client to obtain fantastic results from using your service. Focus on your customer and ensure your story is neutral and not promotional.

3. Facebook Community

Share your customer’s success stories with their permission, and let others comment. You can place Facebook ads using your case studies and reach a larger audience.

4. Slideshare

Make a good Slideshare Presentation that provides bullet points on your client’s challenges, how you stepped in, what product/service you offered, and the results obtained. Be sure to include a lead generation form in the Slideshare.

5. Webinars

To promote your case study, you can host webinars with your client and discuss how their company benefited from your SaaS product. Place ads for the webinar before time or share the recorded video afterward.

6. Email Marketing

You can email your case studies to prospective clients or craft emails for your newsletter that point readers to your case studies. This can be very effective, especially when you have many subscribers.

How to Post Case Studies on LinkedIn

LinkedIn is a perfect place to generate leads for your B2B marketing, especially when you’ve got a powerful case study – it’s just the right platform!

You can use LinkedIn Publisher to widen your reach on the top of the B2B social chain. Rewrite your case study as fresh material before you post, so Google doesn’t flag it down as duplicate content.

Share your SaaS case study on your company’s LinkedIn page, and ask some employees to update their status with the case studies. Highlight your case study in LinkedIn groups where your target audience exists.


Writing a powerful SaaS case study might seem like a lot of work, but it is a rewarding effort. There may be no easier way to outstanding B2B marketing success, but using case studies will get you there.

This guide should help you get started – and even finished because you now have all you need to generate leads for your business.

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