case study customer success

We recommend using case study templates to help turn your customer story into a coherent, well-organized publication.

2. Lightico: A1 Comms

3. Hourly.io: Izzy's Brooklyn Bagels

What do they all have in common? When you get to these landing pages, key details are immediately prominent: The issue the company was facing and/or the results they generated.

This is a great way to hook in the reader and get them interested to read on.

By showing the results, you highlight the benefits of using your brand. By emphasizing the problems, you can help prospects identify issues and understand why you’re the solution.

Both strategies can generate positive results, it’s just a matter of figuring out which method converts best with your audience.

How to Leverage Customer Success Story on Social Media

1. figure out which case studies will translate well..

The "right client" will vary from brand to brand.

Samuel Mironko , associate marketing manager on the HubSpot brand marketing team, says that this is what they look for: brand recognition, buzziness, and relationship.

The bigger the brand, the more buzz it can create to share its story. This doesn’t mean that you should only highlight stories from recognizable brands. However, it could be a way to prioritize them.

The second is buzziness – how much interest will this story generate? Is the brand in a booming industry? This is another plus for you.

Lastly, and perhaps the most important according to Mironko, is your relationship with the customer. Building a customer story requires a lot of collaboration between the two companies. If your relationship with the client isn’t solid, you may face several obstacles as you attempt to deliver the product.

"You get a better story knowing more about the customer. You know what questions to ask, how to guide the story, and more details," said Natalie Gullatt , marketing manager on the HubSpot customer marketing team. "The customer tends to trust you more if you have a relationship with them so it makes the process better for both parties."

To narrow down a list of options, you will likely need to work with customer advocacy and/or customer success teams at your company to connect you with the clients.

They can also offer some insight into the problems that the company faces and the issues they were able to solve with your product/service.

2. Write a script.

Once you narrow down your list, it’s time to write the script for your social media campaigns.

While you follow the same format as the case study, you have to adjust it for social media – taking only the key details that will help you tell a story in an engaging but concise way.

          View this post on Instagram                       A post shared by Hellopeter.com (@hellopeter_za)

Mironko says that this format works well for customer success stories because it tells a story. You leave knowing the problems the company faced before, how they attempted to solve the issue, their new experience, and how that has addressed their main pain points.

3. Get feedback from the client.

Once you have a draft, you’ll need to send it to the client for approval.

They may provide feedback on anything from the visual design to the way they’re portrayed.

We are delighted to launch our customer success story series with @GaryWidger , Head of Change at @mercuryeng - about how Mercury leveraged #nocode / #lowcode technology to connect their people through shared knowledge. Read more here: https://t.co/BDvRjRxVgd #innovation #tech pic.twitter.com/9qe7dmEART — Kianda (@KiandaBPM) March 30, 2021

Because this is a collaborative process, it’s essential that both parties are satisfied with the end result.

"Make sure to have the customers approve the drafts before publishing - that's so important," says Gullatt. "Customers may have to ask their marketing teams, legal teams before they say certain things publicly so you don't want to burn bridges."

This is why having a good relationship with the customer is key – this will make addressing issues with the content so much easier.

Gullatt adds that flexibility is key. 

"Be flexible even when it's inconvenient because customers doing stories is a favor to you and your organization," she says. "Making it easy for them and being patient goes a long way."

4. Post and measure success.

Once the content is finally ready and published on social media, you’ll want to track its success.

How are people responding? Are they engaging with the content? Did it help you generate more leads?

Establishing KPIs before publishing on social media allows you to gauge your success accurately. From there, you can review the data to assess improvements for future success story campaigns.

Case studies work to showcase a company's function to the fullest degree. They represent the facts of what happened, who was involved, and what the outcome was.

The main goal of a case study is to earn prospective customers' trust and motivate them to choose you over your competitors.

Turning a case study into a customer success story is done through a meticulous and investigative process.

Now that you have everything you need to get started, design a visually appealing piece of content that gives the reader more than just words, but sparks their imagination of what it would be like to work with your company. They'll want to reap the benefits of your services — and may even become the star of your next customer success story.

Editor's Note: This post was originally published in Oct. 2020 and has been updated for comprehensiveness.

Don't forget to share this post!

Showcase your company's success using these free case study templates.

The weekly email to help take your career to the next level. No fluff, only first-hand expert advice & useful marketing trends.

Must enter a valid email

We're committed to your privacy. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. You may unsubscribe from these communications at any time. For more information, check out our privacy policy .

This form is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

You've been subscribed

What is a case study?

A case study is a testimonial outlining your customers’ success with using your product, explaining how your product’s key features led to benefits for your customer such as productivity and through increases and time and cost savings. Case studies often serve as your products’ calling card, highlighting how a customer successfully used your product.

What makes a good case study?

A good case study can usually be broken down into the following elements:

• Challenge: Your customers’ challenges before using your product
• Solution: How your product solves these challenges
• Benefits: Key performance indicators highlighting the benefits your customer received from using your products. KPIs include:
• % increased productivity
• X in cost-savings
• Y amount of time saved doing Z task
• B times increase in throughput
• Products used: Which of your products did your customers use to experience this success? Which features benefited them the most?

Case study formats (i.e. written/video/third-party review site, etc.)

Case studies usually come in a variety of formats such as written documents, third-party reviews either on your product page or a third-party site, videos, or even a customer presentation on your product at a live event.

Here’s the breakdown of each type of case study:

Case study white paper or blog post

Case study white papers are usually written documents that provide a full overview of how your customers succeeded with your products.

These documents usually detail everything from your customers’ decision to use your products versus the competition, their implementation, their day-to-day, and key performance indicators.

Usually, case study white papers are great for your sales team to use as leave-behind collateral.

A video case study is a great way to highlight your customers using your product in addition to discussing their success with your product.

Typically, the best videos blend an organic customer interview with shots of your customers using your products in their environment. The best length to target for these is about 3 to 5 minutes at most.

Third-party websites

Third-party sites such as G2 Crowd and TrustRadius are also great sources for customer testimonials. Customers tend to be candid on these sites and, in addition to getting great customer quotes which you can repurpose on your website, you can also get valuable product feature requests and ideas, or information on what’s not working so well with your product.

Presentations at live events

Customer presentations highlighting your products and your customers’ success with your products also case studies.

If your customer is willing to go on stage at your event or a relevant industry event and discuss how they’ve used your products and how they’ve been helpful, that’s probably one of the best testimonials you can get, especially with other prospects in the room. Your customers become instant lead magnets and can attract new users to your company through their presentation.

To help your customers be successful with advocating for your products, arm them with tools that they can leverage if they need or offer to support them during their presentations!

Customer advocates

The same customers who are willing to go on stage and present about your products on your behalf are also great customer advocates for your Sales team to use to help your company sell your products.

As part of the sales process, you can provide your salespeople with a list of customers who are willing to connect with curious prospects. Hearing an opinion for an existing customer can help convert a prospect to a customer.

Case study examples

Companies often use case studies on their website to demonstrate how their products have helped a previous customer. Here is a selection of some of the examples out there:

Boston-based company Drift specializes in helping their customers generate qualified leads, using chatbots and conversations within their website.

When software company Zenefits encountered huge marketing growth, the large amount of traffic being diverted to the company’s website resulted in problems such as inefficiencies in the SDR channel, lack of buyer centricity, and prospective customers slipping through the net.

Drift provided a solution for the Zenefits, by introducing buyer-centric conversations, as well as time-saving automation. The company not only optimized the SDR channel, but put contingencies in place to provide Zenefits’ customers with access to around-the-clock support.

As a result, the customer experience improved, the win-rate increased, while the overall efficiency of the SDR channel was improved.

Japanese consumer electronics and commercial electronics manufacturing giants Casio needed to find a way to enhance the efficiency and effectiveness of inbound marketing efforts at the organization, as well as the communication between sales and marketing, to protect coveted leads.

In search of a solution, Casio turned to the HubSpot growth stack, which combines Marketing, CRM, and Sales software to support its clientele.

The decision to invest their faith in HubSpot has paid dividends, as highlighted on the case study page on the HubSpot site.

Performance statistics:

Like Drift, HubSpot have structured their case study in a way which draws the focus to the impressive results Casio has achieved since they received their support.

SolidWorks is a solid modeling computer-aided design and computer-aided engineering computer program.

The company was tasked with taking the development of humanoid robotics to a new level, with the design and creation of engaging, fun, and non-intimidating robots.

As part of the solution, the company combined several features, including SOLIDWORKS Premium design, SOLIDWORKS Simulation Premium analysis, SOLIDWORKS Plastics injection molding analysis, and SOLIDWORKS Enterprise PDM product data management software.

This helped form robots with human-like traits and movements - a significant development in treatment for people living with autism, with the case study page highlighting successes by including the likes of:

Positive quotes from key stakeholders:

Where to find your case studies

The best way to find a good case study is by asking your Sales, Customer Success, Support, and/or Product teams to source vocal, happy users. Case study customers are usually the ones that are happy with your products, constantly jumping at the opportunity to advocate for your products to their friends and colleagues, and ones who are willing to jump on the phone and be a sounding board for your team. Typically, these users provide a 4 or 5-star rating on third-party platforms like G2 Crowd, TrustRadius, Apple App Store, etc.

The best way to find these folks is to keep your ears to the ground by monitoring third-party review sites, listen closely to when your product managers or customer success folks rave about a particular customer, and look out for the users who are chomping at the bit to talk about you. You can also use Google alerts to source instances when your product name comes up online, you may find that a blogger online is a good testimonial customer.

Social media can also be a great resource for prospective case study candidates, especially if you’re finding that specific followers jump at the opportunity to share a screenshot of what they’re doing in your products or offer advice to other followers.

How to get your customers to agree

When you’ve found a great case study candidate for a video or a live presentation, you want to get a story from them as quickly as possible. However, some candidates and companies may be camera shy or may hesitate to go on record with their testimonial.

One way to sway your prospects is by presenting a case study as an opportunity for your customers to showcase themselves as leading industry heroes for taking a fateful leap and using your products.

Case studies are also a great way to highlight the interviewee and provide them with an opportunity to build their resume by saying they were featured in a case study. Additionally, you can offer to link back to their company site to provide them some SEO juice. Or, better yet, a coffee or a $25 gift card in return for a case study tends to go a long way!

Example questions

Which problems were you looking to solve when you went out searching for our product?

• What made you choose our product over other solutions? What other solutions were you considering?
• What is your favorite part about using our product?
• What was your experience implementing our product?
• Which benefits have you seen from implementing our product? Any time-savings, productivity gains, etc?
• What are you able to do with our product that you weren’t able to do before?

One case study tip

Case studies can be a great source for product feature requests, customer feedback, and enhancement requests. When you interview your customers for a story, pay close attention to any side remarks they may make, some of these could potentially serve as good feedback for your product teams. You can also sprinkle in some customer research questions as well throughout the interview to surface some of that juicy feedback.

Customer success collective insider

Thank you for subscribing

Level up your customer success collective career & network with customer success collective experts.

An email has been successfully sent to confirm your subscription.

Ops! Something went wrong!

• Media Guide
• Privacy Policy
• Terms of Service

• Skip to main content
• Skip to search
• Skip to footer

Products and Services

Cisco customer stories

Helping our customers thrive in the face of change.

Every day, Cisco helps customers like Baldwin Wallace University innovate and transform their organizations. We can help you do the same.

Explore these case studies to see how our customers have realized their goals and achieved positive outcomes.

Most recent

Hospitality

Marriott International

In nearly 5000 properties in its portfolio throughout the U.S. and Canada, Marriott International, the world's largest hospitality company, uses Cisco Umbrella in a first-of-its-kind initiative to block guest network access to online child sexual abuse materials (CSAM).

Buckinghamshire Council

Buckinghamshire Council's "One IT" program leverages Cisco networking technology, services, and solutions in a unified IT environment that connects more than 250 locations, including council offices, schools, hospitals, and fire stations, to assure services for the county's more than 500,000 residents. 

For more than 135 years, Carhartt has delivered heavy-duty apparel to customers around the world. Today, Cisco Full-Stack Observability helps Carhartt expand visibility into applications and the network. This holistic view facilitates informed decision making and helps enable business growth. 

Service provider

BT Group is a leading provider of communications services and solutions, serving customers in 180 countries. BT's new Better Workplace initiative relies on a comprehensive suite of Cisco solutions and services to provide smart, dynamic workspaces that adapt to new workstyles, enhancing employee collaboration and well-being.  

Room & Board

Modern furnishing retailer Room & Board is committed to providing customers with exceptional experiences. At the heart of this experience is the company's popular free design offering, and secure networking solutions from Cisco help ensure great service, whether customers visit a showroom in-person or online. 

Transportation

Easyjet airline company.

UK-based easyJet serves 927 routes in 34 nations. The airline stays on track and on time with end-to-end visibility of the user experience across its network and applications with Cisco Full-Stack Observability, monitoring every application and service that touches its customers.

Sports, media, and entertainment

Adelaide oval sma ltd.

Formerly a single-use stadium, Adelaide Oval used advanced technology from Cisco to transform itself into one of South Australia's leading tourist destinations, a world-class, multi-dimensional precinct capable of providing a seamless experience for customers.  

Flinders University

Once one of Australia's oldest car manufacturing plants, Flinders University's Tonsley campus is now a thriving hub of innovation. Today, Cisco technology supports the university's teaching and research across key industries, helping to facilitate economic renewal. 

Energy and utilities

Cpfl energia.

CPFL Energia is Brazil’s second-largest energy supplier contributing since 1912 to urban development through solutions in power generation, transmission, and distribution. CPFL secured their award-winning grid operations with Cisco Cyber Vision, built into Cisco industrial switches.

Most popular

Royal Caribbean Cruise Lines

Travel innovator Royal Caribbean Cruise Lines relies on Cisco Full-Stack Observability (FSO) to enhance customer experiences. With FSO, the company gains complete visibility into business-critical applications, enhancing application performance, optimizing resources, and strengthening security.  

National Football League (NFL)

From the draft to Super Bowl Sunday, the NFL relies on Cisco to protect billions of devices, endpoints, and users from cyber threats. What does that look like on game day? Watch the video on the story page to find out.

Financial services

First abu dhabi bank.

First Abu Dhabi Bank solidifies its position as one of the UAE’s leading banking providers by cutting downtime and improving availability of customer-facing and internal business applications using Cisco Full-Stack Observability. FAB is building a culture of improvement, fueled by better insight into application performance. 

Professional services

Cintas mitigates risk and improves resilience for its distributed business with the Cisco security portfolio, maximizing visibility, simplifying detection to block threats at multiple levels, and speeding response time.

Gwinnett County, GA

In Gwinnett County, the Department of Transportation deployed an intelligent transportation systems network, which digitizes traffic control to support efficient and accessible transportation using Cisco Catalyst Center and industrial Internet of Things (IoT) switches.

One of the world's leading integrated energy providers, Enel collaborates with Cisco to gain real-time insights to optimize the supply chain and improve operations with Cisco CX Cloud.

The United States Golf Association (USGA) is the top governing entity for golf in the U.S., organizing 19 championships at across the U.S. and abroad annually. The USGA relies on Cisco technology to  improve network reliability and performance, as well as secure its corporate and championship sites, both indoors and out.

Oil and gas

Ampol limited.

With locations across Australia, New Zealand, Singapore, and the U.S., Ampol's business includes refineries, fueling stations, and corporate offices. The company's infrastructure and retail operations are protected and connected with Cisco technology.

Victoria University (Australia)

Victoria University's City Campus relies on a digital-first vision: IT that supports growing numbers of users, devices, and applications, with a consistent, secure experience for students and educators.

By industry

Schools, colleges, and universities are securely connecting educators, students, and administrators with technologies that are transforming education.

Energy and utility companies are using technology to improve system efficiency, resilience, and security to meet changing environmental, consumer, and regulatory demands.

Retail banking, wealth management, insurance, and other financial organizations innovate with technology to help ensure security and compliance, increase efficiency, and deliver a superior customer experience.

Governments are modernizing critical infrastructure, delivering cybersecurity and compliance, and facilitating public services and safety with transformative technologies that benefit the lives of constituents.

Clinics, hospitals, and other healthcare organizations use technology for efficient workflows and patient care that is connected and secure, improving the patient, provider, and staff experience.

Manufacturing

By deploying secure, intelligent solutions, manufacturers are laying the foundation for smart factory operations that connect, automate, and operate anywhere at scale.

Mining companies use technology to make work underground and on the surface safe, reliable, and efficient, sustaining operations while protecting people and the environment.

With transformative technology, oil and gas producers keep product flowing and make upstream, midstream, and downstream operations safe, reliable, and efficient.

In retail companies of all sizes and types, technology transforms operations, helps improve customer satisfaction and the associate experience, and protects the business.

Sports and entertainment venues are using technology to engage fans and improve the experience for artists, athletes, teams, and leagues, while enhancing business efficiency, resiliency, and security.

Technical services

Ranging from IT consultancies and broadband connectivity providers to construction and engineering firms, these organizations prioritize security and improve experiences for customers, employees, and partners.

Across rail, roadways, airports, and ports, transportation businesses are investing in digital transformation to improve safety, mobility, and operational efficiency.

Tell your story. Expand your reach.

Achieve more as a Cisco reference.

Cisco's Customer Reference Program

Share your experience. Get recognized.

Want to establish yourself as a technology thought leader? Now you can share your Cisco success story in the spotlight or behind the scenes through our customer reference program.

10 B2B Case Study Examples to Inspire Your Next Customer Success Story

• October 24, 2023

Case studies, also known as customer stories, are valuable content assets for attracting new customers and showing your expertise in a competitive market.

The more case studies you have, the simpler it gets for your customers to make decisions.

Case studies provide a firsthand experience of what it’s like to use your product or service, and it can give an “Aha!” moment to potential customers.

While product demos and white papers are great for generating leads, their use is limited to highlighting product features. 

On the other hand, case studies showcase the transformation a business has undergone while using your product.

A case study offers potential customers a glimpse of the positive changes they can expect, which is more compelling than simply showcasing your product or service’s excellence.

• Customer mission should be given at the beginning
• Follow up about specifics and metrics
• Use quotes from their side to highlight
• Work out the biggest benefits of your offering and make reference to them
• Make sure your success story follows a brief and logical story structure

In this article, we’ll review 10 examples of outstanding case studies that have collectively helped secure millions in new client business. Let’s get started.

What Is A Case Study?

In simple terms, a case study highlights how a product or service has helped a business solve a problem, achieve a goal, or make its operations easier. 

In many ways, it’s a glorified and stretched-out client testimonial that introduces you to the problem that the customer is facing and the solution that the product has helped deliver. 

Case studies are invaluable assets for B2B SaaS, where sales cycles tend to get lengthy and costly. They’re a one-time investment that showcases your product’s features and benefits in rooms your sales team can’t be in. 

What Makes A Good Case Study? 

There is no one-size-fits approach to a good case study. 

Some case studies work better as long, prose-forward, and story-driven blog posts. Whereas some are better as quick and fast-fact content that doesn’t add to the chatter but gets straight to the point. 

Here are some of the tenets of good case studies:

• Product-Led : Focuses on showcasing the product as the solution to a specific problem or challenge.
• Timely : Addresses the current issues or trends relevant to the business’s ideal customer profile (ICP) . 
• Well-structured: Follows a clear, organized format with easily digestible writing style and synthesis. 
• Story-driven: Tells a compelling and relatable story that puts the reader in the customer’s shoes. 

Case studies must tell the customer’s story regardless of style or content density.

Other than that, visuals in case studies are powerful in increasing conversion rates, by providing real evidence and taking attention.

Companies can also use their website, social media, and newsletters to promote case studies and increase visibility.

Below, we have ten diverse case study examples that embody these principles. 

B2B Case Study Template from Our Team

We will share great and proven B2B case study examples that you can get inspired by in the following section, but before that, let’s take a look at an easy and effective template from our team.

10 Best B2B Case Study Examples To Take Inspiration From

Plaid is a fintech company specializing in equipping users with a secure platform to connect their bank details to online applications. Addressing the pressing concern of financial security, Plaid leverages compelling case studies to showcase the remarkable transformations their clients experience.

Take Plaid’s case study of Betterment, for example. 

The study begins by stating the goal that the customer is trying to achieve, which is to “onboard new users and drive engagement.” Right next to the goal is company details, and followed below is a singular problem and its solution.

The case study continues by keeping the business’ desired result front and center and offers a generous outlook on the SaaS business.

The core process of how Plaid helps Betterment is cleanly laid out, which is a brief version of a ten-page white paper. 

What follows are several benefits that Plaid offered to Betterment. 

Plaid’s subtle yet effective product integration and clear, well-organized process make it simple for customers facing similar challenges to envision the solution.

2. SalesHandy

SalesHandy is an email automation software that personalizes high-volume cold emails. The company heroes client success stories for its case studies and opens the heading with their wins. 

Check out this B2B case study example from Sedin’s case study published by SalesHandy.

Readers need context, and case studies should always begin by outlining the exact problems their product or platform aims to solve. 

Here, SalesHandy expertly introduces us to Sedin’s use case and the challenges that the business is facing.

After a lengthy context, the case study highlights Sedin’s core challenge in the words of its personnel. 

This personable approach ropes readers in and lets them empathize with Sedin’s challenges. 

With a single scroll in, SalesHandy lays out the solutions to Sedin’s core challenges and integrates its product. 

This highly detailed case study covers all corners and includes the exceptional results achieved in record time. SalesHandy closes the study with a word from the character already introduced to the readers. 

SalesHandy doesn’t shy away from giving a detailed account of its process, which is crucial for highly technical products and enterprise packages that involve multiple decision-makers. 

B2B Case studies, first and foremost, should be written in a language that your ICP understands. 

Playvox is a customer service platform that helps businesses streamline business operations. 

This industry-specific case study of Sweaty Betty by Playvox addresses unique challenges within a niche industry, such as account assessment times for retail and online shops. 

The case study starts with the results it achieved for Sweaty Betty. 

The case study follows a straightforward, albeit impactful, challenges-solution-results format as we scroll down. 

But instead of listing out solutions in bullet points, Playvox uses customer voice to present the transformation that Sweaty Betty went through. 

With this formatting, Playvox doesn’t have to tout the platform’s usefulness. Sweaty Betty is doing it for them. 

4. Base Search Marketing

We promised diverse case studies, and here is a stellar B2B case study example of a single deck case study of Shine Cosmetics by Base Search Marketing.  

Base Search Marketing is a boutique link-building and SEO agency that works with startups and mid-level businesses. 

This case study, which can be reviewed as a brochure, gives you an overview of the customer and lays out the challenges that the business is facing. 

You’ll notice how the study uses the CEO’s quote to mention a pretty universal problem that most startups face: “limited resources.”

By highlighting the results in the left tab and laying out the process on the right side, this case study does a masterful job of covering all corners and telling a desirable customer success story.

Another approachable form of case study is slide decks, which you can present in boardrooms and meetings and act as a sales pitch. 

Loganix nails it with its case study deck for rankings.io. 

If you have a complicated product or service requiring an in-depth explanation, then using this format would be a great option. 

The solution, stated in simple bullet points, drives the message home.

Fewer words. Cleaner decks.

Using this methodology lets the audience walk through the case study with visuals, bullet points, and concise text. 

6. CoSchedule

CoSchedule is a SaaS leader in the social media space, and this Outcome-led Case Study proves just why it is so good at capturing the markets.

The study kicks off with a result-forward headline, piquing the interest of readers who are interested in getting similar outcomes. 

There’s much to appreciate in this succinctly written case study, but the headlines get our attention and hold it.

With every scroll, results are presented to you in the form of graphs, quotes, and visuals. 

The study ends with a quote from the customer, which repeats the outcome stated in the headline. 

Leading remote teams is a challenge that numerous teams will face moving forward. CoSchedule makes operations easy for these teams, and it doesn’t shy away from stating just how through its case study. 

7. Wizehire

Case studies have evolved from lengthy blocks of text confined to PDFs to a new digital era emphasizing impact over verbosity.

Wizehire’s succinct case study is a prime example of this shift. It uses fewer words to create a powerful impression.

From the very first page, the case study introduces us to Kris, the customer and central figure of the story. Without the need for extensive scrolling, we quickly grasp vital details about Kris: his role, employee turnover, location, and industry. 

In the second slide, we are immediately taken to the solution that Kris got by working with Wizehire. 

The case study ends with a passionate testimonial from Kris, who deeply believes in Wizehire. 

The case study has less than 300 words, enough for local entrepreneurs like Kris Morales, who want to hire talent but don’t have the resources for proper vetting and training. Until, of course, Wizehire comes along. 

8. FreshBooks

When a reader can see themselves in a case study, it takes them one step closer to wanting to try the product.

This case study by Freshbooks uses a beautiful personal story of an emerging entrepreneur. 

Using a deeply personal story, the study appeals to people who are just starting and aren’t accountants but suddenly have to deal with employee invoices and a dozen other bills. 

The text progresses in an interview-style study, with the customer taking the mic and illustrating the challenges that startups and small businesses face. 

This style works because readers crave insights directly from customers. Getting authentic testimonials is becoming increasingly challenging. Well-crafted case studies can be valuable substitutes, provided they seem realistic and from the heart. 

Featuring quotes or testimonials from satisfied customers throughout the case study adds to its credibility and authenticity. Just like this testimonial Case Study by Slack .

Slack is a giant in the realm of digital communication, with more than 20 million active users worldwide. However, it is tough to break into the market of group communications. After all, Slack competes with both WhatsApp and Microsoft Team regarding market share. 

To level the playing field, Slack features case studies from top entrepreneurs and market players who have been served well by it. 

Its case studies are laden with personal stories about how the platform boosts productivity. 

At the same time, the software also plugs in the “try for free” banner to make sure that customers are aware of the inexpensive nature of the software.

It’s not easy to get such detailed testimonies from the C-suite, but when you’re Slack, businesses tend to make an exception. 

Some case studies are based on highly niche subjects, where nothing is at the top of the funnel. Kosli nails it with this highly technical case study of Firi.

Technical case studies are designed for niche audiences who are already aware of the problems that the software can solve. Case studies like these are clean and smart and come with solutions that have a counterpart solution. 

There is absolutely no fluff and nothing that can be a reason for C-suite executives to bounce from. 

It’s full of information-packed pages designed to hook the reader in and present the tool as a formidable solution to their problem. 

You’ll notice how they weave Kosli through the entire case study, and the first-person report comes from the customer. 

B2B Case Study Examples In Short

In the B2B SaaS industry, converting new leads and securing new business has become increasingly challenging. In this landscape, impactful content assets such as case studies and customer stories are sometimes the only things moving the needle. 

Crafting a compelling customer story empowers brands to enable potential customers to engage directly.

🚀 Customer stories evoke empathy from buyers

🤝 Customer stories help build up your relationships with vocal brand advocates

⬇️ Customer stories lower your prospects’ information cost

Once you’ve determined the most effective way to convey information that resonates with your leads, you can collaborate with your content and design teams to create impactful case studies to generate new business and prove your expertise and experience in the market. 

Zeynep Avan

Who are “at-risk customers” and how to secure your revenue?

Identifying at-risk customers is important for preventing churn and securing your revenue.

10 Best Sales Prospecting Tools for Small Sales Teams

Sales prospecting tools are built for automating the process of sales prospecting. Here we share best of them for small sales teams.

10 Signal Based Selling Signals to Aquire Qualified Leads

Signal based selling is a strategy to identify the signals that show buying intent and acquire qualified leads and let’s list 10 of them.

Predictive Lead Scoring Software for B2B SaaS

• Predictive Lead Scoring
• Customer Health Scoring
• Churn Prediction
• Automated Playbooks
• Documentation
• Status Page
• PLG Playbook

Latest from UserMotion

kovan studio, inc.

• Privacy Policy
• Terms Of Service

Good Customer Case Study Examples: 15 Remarkable Samples to Inspire Your B2B Marketing

Posted by Kevin Yun | Last updated Apr 22, 2024

Creating compelling customer case studies is an art form. When done well, these powerful marketing assets can showcase your product's value, build trust with prospects, and ultimately drive more sales. But what makes a truly great B2B case study that stands out from the crowd?

In this comprehensive guide, we'll explore 15 exceptional customer case study examples from leading B2B companies. You'll discover best practices for crafting persuasive case studies, learn key elements to include, and gain inspiration to elevate your own case study creation process.

Whether you're just getting started with case studies or looking to take your existing ones to the next level, this article will equip you with actionable insights to create high-impact customer stories that resonate with your target audience.

Table of Contents

What makes a great b2b customer case study, 1. hubspot - "how handled scaled from zero to 121 locations", 2. slack - "how shipt uses slack to deliver groceries across america", 3. salesforce - "spotify hits the right note with salesforce", 4. zendesk - "airbnb + zendesk: building a powerful solution together", 5. mailchimp - "how vimeo grew its audience by 654%", 6. docusign - "t-mobile: accelerating sales with docusign", 7. intercom - "how coda grew activation by 200% with intercom", 8. ahrefs - "how mangools increased organic traffic by 123% with ahrefs", 9. hootsuite - "how georgia state university increased social engagement by 130%", 10. asana - "autodesk increases team productivity by 50% with asana", 11. shopify - "how gymshark became a $1.3 billion brand", 12. monday.com - "coca-cola streamlines operations across 5 countries", 13. hotjar - "how unbounce increased conversions by 33% using hotjar", 14. zapier - "how buffer automates social media management", 15. typeform - "how barceló hotel group increased bookings by 20%", key elements of effective b2b case studies, tips for creating compelling customer stories, how to promote and leverage your case studies.

Before we dive into the examples, let's establish what separates an average case study from a truly remarkable one. Great B2B customer case studies typically share these characteristics:

Clear problem statement : They clearly articulate the challenge or pain point the customer was facing before implementing the solution.

Specific, measurable results : The best case studies provide concrete data and metrics that demonstrate the impact of the product or service.

Detailed implementation process : They offer insights into how the solution was implemented, including any challenges faced and overcome.

Compelling storytelling : Effective case studies tell a narrative that engages the reader and makes the customer's journey relatable.

Customer quotes and testimonials : Direct quotes from the client add credibility and provide a human touch to the case study.

Visual elements : Charts, graphs, and images help break up text and make the data more digestible.

Relevant to target audience : The case study should resonate with the company's ideal customer profile and address common industry pain points.

Well-structured format : A logical flow that guides the reader from problem to solution to results makes the case study easy to follow.

With these criteria in mind, let's explore 15 outstanding B2B case study examples that exemplify these qualities and more.

15 Outstanding B2B Case Study Examples

HubSpot's case study on Handled, a moving company, is a prime example of effective storytelling combined with concrete results. The study begins by introducing Handled's CEO and the company's mission, immediately personalizing the narrative. It then outlines the challenges Handled faced in scaling their business across multiple locations.

The case study excels in presenting specific, measurable outcomes. For instance, it highlights that Handled grew from zero to 121 locations and achieved a 20% increase in booked moves. These quantifiable results give prospects a clear picture of what they might achieve with HubSpot's tools.

What sets this case study apart is its focus on the customer's journey. It details how Handled utilized various HubSpot products, from CRM to marketing automation, providing insights into the implementation process. The study also includes direct quotes from Handled's CEO, adding authenticity to the success story.

Slack's case study on Shipt, a grocery delivery service, stands out for its timeliness and relevance. It addresses how Shipt used Slack to adapt to the surge in demand during the COVID-19 pandemic, making it highly relatable to businesses facing similar challenges.

The study is rich in specific examples of how Shipt leverages Slack's features, such as channels for real-time communication and integrations with other tools. It provides concrete data, noting that Shipt sends over 200,000 Slack messages daily, illustrating the platform's critical role in their operations.

What makes this case study particularly effective is its focus on problem-solving. It showcases how Slack helped Shipt overcome communication challenges in a rapidly growing, distributed workforce. The inclusion of quotes from Shipt's director of engineering adds credibility and offers insights into the company's decision-making process.

Salesforce's case study on Spotify is a masterclass in demonstrating how a well-known brand can leverage CRM to drive growth. The study begins by outlining Spotify's challenge: maintaining personalized relationships with artists and labels while scaling globally.

What sets this case study apart is its focus on specific use cases. It details how Spotify uses Salesforce to manage artist and label relationships, track royalty payments, and analyze user data. This level of detail helps prospects envision how they might apply Salesforce to their own unique business challenges.

The case study also excels in presenting measurable results. It notes that Spotify achieved a 40% increase in account manager productivity and a 50% reduction in time spent on reporting. These concrete metrics make the impact of Salesforce's solution tangible and compelling.

Zendesk's case study on Airbnb stands out for its emphasis on partnership and collaboration. Rather than simply highlighting Airbnb as a customer, the study positions Zendesk as a crucial partner in Airbnb's growth journey.

The case study excels in detailing the evolution of the relationship between the two companies. It shows how Zendesk's solution adapted to Airbnb's changing needs as the company expanded globally. This narrative of ongoing collaboration and improvement is particularly compelling for prospects looking for a long-term customer support solution.

What makes this study particularly effective is its focus on scalability. It demonstrates how Zendesk helped Airbnb manage a 5x increase in support volume, handling over 180,000 tickets per month. These impressive metrics, combined with quotes from Airbnb's leadership team, create a powerful testament to Zendesk's capabilities.

Mailchimp's case study on Vimeo is a prime example of how to showcase dramatic results. The headline itself - a 654% audience growth - immediately captures attention and sets high expectations for the content.

The study excels in breaking down Vimeo's email marketing strategy, detailing how they used Mailchimp's segmentation and automation features to deliver personalized content to their subscribers. This level of detail provides valuable insights that readers can apply to their own email marketing efforts.

What sets this case study apart is its focus on creative problem-solving. It highlights how Vimeo used Mailchimp to turn a potential challenge - inactive subscribers - into an opportunity for re-engagement. The study also includes specific examples of email campaigns, giving readers a tangible sense of what success looks like.

DocuSign's case study on T-Mobile is an excellent example of how to demonstrate the wide-ranging impact of a solution across an organization. The study begins by outlining T-Mobile's challenge: streamlining their sales process to keep pace with rapid growth.

What makes this case study stand out is its comprehensive approach. It doesn't just focus on one department, but shows how DocuSign's e-signature solution improved processes across sales, human resources, and legal teams. This multi-faceted approach helps prospects understand the potential company-wide benefits of implementing DocuSign.

The study excels in presenting concrete results. It notes that T-Mobile reduced contract turnaround time from 2-3 days to just 10 minutes, and saved over 300,000 sheets of paper annually. These tangible outcomes, combined with quotes from T-Mobile executives, create a compelling narrative of efficiency and sustainability.

Intercom's case study on Coda, a document collaboration platform, is a great example of how to showcase a solution's impact on a critical business metric: user activation. The study begins by clearly stating Coda's challenge: improving their user onboarding process to drive adoption.

What sets this case study apart is its detailed explanation of the strategy Coda employed using Intercom's tools. It outlines how Coda used Intercom's chat widget, automated messages, and segmentation features to guide users through their first experience with the platform. This level of detail provides valuable insights for other SaaS companies facing similar onboarding challenges.

The study excels in presenting both quantitative and qualitative results. It highlights the impressive 200% increase in activation rate, but also includes quotes from Coda's team about the improved quality of user interactions. This combination of hard data and human insight creates a well-rounded picture of Intercom's impact.

Ahrefs' case study on Mangools, an SEO tools provider, is an excellent example of how to create a case study that's both informative and actionable. The study begins by outlining Mangools' challenge: growing their organic traffic in a highly competitive niche.

What makes this case study stand out is its step-by-step breakdown of Mangools' SEO strategy. It details how they used various Ahrefs tools to identify keyword opportunities, analyze competitors, and improve their content. This level of detail provides readers with a practical roadmap they can apply to their own SEO efforts.

The study excels in its use of visual elements. It includes screenshots from Ahrefs' tools, graphs showing Mangools' traffic growth, and examples of optimized content. These visuals not only make the case study more engaging but also help readers understand exactly how Ahrefs' tools contributed to Mangools' success.

Hootsuite's case study on Georgia State University (GSU) is a prime example of how to showcase a solution's impact in the education sector. The study begins by outlining GSU's challenge: improving social media engagement across multiple departments and campuses.

What sets this case study apart is its focus on strategic alignment. It details how Hootsuite helped GSU create a unified social media strategy across the university, improving consistency and efficiency. This aspect of the study is particularly relevant for large organizations managing multiple social media accounts.

The case study excels in presenting a mix of quantitative and qualitative results. It highlights the 130% increase in social engagement, but also discusses softer benefits like improved collaboration between departments. The inclusion of quotes from GSU's social media team adds credibility and provides insight into the day-to-day impact of using Hootsuite.

Asana's case study on Autodesk is an excellent example of how to demonstrate a solution's impact on team productivity. The study begins by outlining Autodesk's challenge: managing complex projects across a globally distributed team.

What makes this case study stand out is its focus on specific use cases. It details how different teams within Autodesk use Asana for various purposes, from managing marketing campaigns to coordinating product launches. This approach helps readers understand the versatility of Asana's platform.

The study excels in presenting concrete results. It highlights that Autodesk achieved a 50% increase in team productivity and a 30% reduction in meetings. These impressive metrics, combined with quotes from Autodesk's leadership team, create a compelling argument for Asana's effectiveness in large enterprise settings.

Shopify's case study on Gymshark is a powerful example of how to tell a growth story. The study traces Gymshark's journey from a small startup to a billion-dollar brand, with Shopify Plus as a key enabler of this growth.

What sets this case study apart is its focus on scalability. It details how Shopify Plus helped Gymshark handle massive traffic spikes during sales events and expand into international markets. This narrative is particularly compelling for fast-growing e-commerce brands facing similar challenges.

The study excels in its use of compelling statistics. It notes that Gymshark achieved a 197% year-over-year growth rate and expanded into 131 countries. These impressive figures, combined with insights from Gymshark's team, create a strong testament to Shopify Plus's capabilities in supporting high-growth e-commerce businesses.

monday.com's case study on Coca-Cola is an excellent example of how to showcase a solution's impact on a global brand. The study begins by outlining Coca-Cola's challenge: streamlining operations and improving collaboration across multiple countries in Central and Eastern Europe.

What makes this case study stand out is its focus on customization and flexibility. It details how Coca-Cola was able to adapt monday.com to fit their specific needs, creating custom workflows for different departments and regions. This aspect of the study is particularly relevant for large enterprises looking for a flexible work management solution.

The case study excels in demonstrating concrete improvements in efficiency. It notes that Coca-Cola reduced time spent in meetings by 50% and improved project delivery times by 25%. These tangible outcomes, combined with quotes from Coca-Cola's team, create a compelling narrative of improved productivity and collaboration.

Hotjar's case study on Unbounce is a prime example of how to demonstrate a solution's direct impact on a critical business metric: conversion rate. The study begins by outlining Unbounce's challenge: improving the user experience and conversion rate of their website.

What sets this case study apart is its detailed explanation of how Unbounce used Hotjar's tools to identify and solve user experience issues. It walks through the process of using heatmaps and session recordings to pinpoint areas of friction in the user journey, and how these insights informed design changes. This level of detail provides valuable lessons for other companies looking to optimize their websites.

The study excels in presenting both quantitative and qualitative results. It highlights the impressive 33% increase in conversions, but also includes insights from Unbounce's team about how Hotjar has changed their approach to UX design. This combination of hard data and practical insights creates a well-rounded picture of Hotjar's impact.

Zapier's case study on Buffer is an excellent example of how to showcase the power of automation in streamlining business processes. The study begins by outlining Buffer's challenge: managing social media content across multiple platforms efficiently.

What makes this case study stand out is its focus on specific, actionable workflows. It details several "Zaps" (automated workflows) that Buffer uses to save time and reduce errors in their social media management process. This practical approach provides readers with ideas they can immediately implement in their own workflows.

The study excels in demonstrating the cumulative impact of small time savings. It notes that Buffer saves 5-6 hours per week through various automations, which adds up to significant time savings over the course of a year. This perspective helps readers understand how seemingly small efficiency gains can have a substantial impact on productivity.

Typeform's case study on Barceló Hotel Group is a great example of how to demonstrate a solution's impact in the hospitality industry. The study begins by outlining Barceló's challenge: improving the guest feedback process to drive improvements and increase bookings.

What sets this case study apart is its focus on the end-to-end process. It details how Barceló used Typeform to create engaging surveys, collect valuable guest feedback, and use those insights to improve their services. This comprehensive approach helps readers understand the full potential of Typeform beyond just creating forms.

The study excels in presenting a mix of quantitative and qualitative results. It highlights the 20% increase in bookings, but also discusses improvements in guest satisfaction and the ability to quickly identify and address issues. The inclusion of specific examples of how feedback led to service improvements adds credibility and practical value to the case study.

After examining these outstanding examples, we can identify several key elements that contribute to their effectiveness:

Clear problem statement : Each case study clearly articulates the challenge the customer was facing, making it relatable to potential clients with similar issues.

Detailed solution implementation : The studies provide insights into how the solution was implemented, often including specific features or strategies used.

Quantifiable results : All the case studies present concrete data and metrics that demonstrate the impact of the product or service.

Customer quotes : Direct quotes from the client add credibility and provide a human touch to the case study.

Storytelling approach : The best case studies tell a compelling narrative, taking the reader on a journey from problem to solution to results.

Visual elements : Many of the case studies use charts, graphs, or product screenshots to make the information more digestible and engaging.

Specific use cases : Detailing exactly how the client used the product helps potential customers envision how they might apply the solution to their own challenges.

Industry relevance : The case studies are chosen to resonate with the company's target industries or ideal customer profiles.

Based on these examples, here are some tips for creating your own compelling B2B case studies:

Choose the right customer : Select a customer whose story will resonate with your target audience and showcase the full potential of your product or service.

Focus on specific, measurable outcomes : Whenever possible, include concrete data and metrics that demonstrate the impact of your solution.

Tell a story : Structure your case study as a narrative, with a clear beginning (the challenge), middle (the solution), and end (the results).

Include customer quotes : Direct quotes from your client add authenticity and provide social proof.

Use visuals : Incorporate charts, graphs, or images to break up text and illustrate key points.

Provide context : Offer enough background information about the client to make their situation relatable to your target audience.

Highlight the implementation process : Discuss how your solution was implemented, including any challenges faced and overcome.

Keep it concise : While it's important to provide detail, ensure your case study is easy to read and digest. Use clear headings and bullet points where appropriate.

End with a call-to-action : Encourage readers to take the next step, whether that's requesting a demo, signing up for a trial, or contacting your sales team.

Creating great case studies is only half the battle. To maximize their impact, you need to promote and leverage them effectively. Here are some strategies:

Feature them prominently on your website : Create a dedicated case studies section and consider highlighting key studies on your homepage or product pages.

Use them in your sales process : Equip your sales team with relevant case studies to share with prospects at appropriate stages of the sales cycle.

Share on social media : Create social media posts that highlight key stats or quotes from your case studies.

Include in email marketing : Feature case studies in your email newsletters or create dedicated email campaigns around new studies.

Repurpose into other content formats : Turn your case studies into blog posts, infographics, or video testimonials to reach a wider audience.

Use in paid advertising : Incorporate case study results into your ad copy or create ads that link directly to your most impressive case studies.

Present at industry events : Use your case studies as the basis for presentations or panel discussions at relevant conferences or webinars.

Collaborate with your customers : Partner with your featured customers to co-promote the case studies, potentially reaching new audiences.

Creating effective B2B case studies is both an art and a science. By learning from these outstanding examples and following best practices, you can craft compelling customer stories that showcase your product's value, build trust with prospects, and ultimately drive more sales.

Remember, the most powerful case studies are those that tell a relatable story, provide concrete results, and offer insights that your target audience can apply to their own challenges. With practice and refinement, you can create case studies that not only inform but inspire your potential customers to take action.

By consistently producing high-quality case studies and strategically leveraging them across your marketing and sales efforts, you can significantly enhance your B2B marketing strategy and accelerate your business growth.

Increase user engagement and retention

Launch a loyalty program for your B2C or B2B tech company and engage with your users

Turn your users into a marketing force for your SaaS

Reward users when they submit reviews, post on LinkedIn, create a video, and perform other advocate activities.

Successfully subscribed!

Error subscribing! Please try again.

Popular Posts

How to Get More G2 Reviews: 13 Proven Strategies for SaaS Companies

How to Get More Capterra Reviews: The Ultimate Guide for B2B SaaS Companies

14 SaaS Loyalty Program Examples: Innovative Strategies to Boost Customer Retention

19 B2B Loyalty Program Examples: Innovative Strategies for Success

How to Create a Customer Loyalty Program That Works: 7 Essential Strategies [With Examples]

Customer Loyalty Programs: Create Loyalty and Increase Retention

9 Inspiring Rewards Program Examples from B2C, FinTech, and SaaS Companies

Build a customer loyalty program

Grow with word-of-mouth marketing by setting up a customer advocate rewards program with LoyaltySurf in a day. Drive more word-of-mouth growth, build social credibility, and deepen your bond with customers.

Crack the sales formula with CRM Lab

Twice a month, receive actionable CRM content to your inbox.

You have been subscribed.

Everybody wins: How to implement customer success [a case study]

Originally published October 05, 2020, updated December 06, 2024

Customer-Centricity is bang on trend; 73% of business leaders recognised customer experience as one of the most important purchase-driving factors.

The truth is, there are no conniving, cheeky tricks you can use. Instead, it takes consistency, persistence, and a shared team ethos. Here are the top customer experience strategies our company employs, that we know our customers love us for.

Why did we decide to move to customer success?

As a bootstrapped company with no side investments, we were very selective about where we spent our money at first. Besides the nature of our business means we emphasise the necessity of quality customer relations. Eventually, we came to the decision that we needed our team to become advocates and voices for our customers. We needed a mediator between customers and the product team, and so it made sense to switch from Customer Support to a Customer Success model.

Customer Support is centred on providing a one-time solution to a problem. Sure, it can help when a customer faces a challenge and reaches out for a solution. The problem is that this model is limited by the issue that your customer is trying to overcome at any specific moment. With Customer Support, you only ever interact with your customers when they’re angry or upset. Customer Success is one of the ingredients of a company's CRM strategy.

Customer Success should be in the DNA of your business and Customer Success team.

On the other hand, Customer Success builds long-term relationships with customers, and instead of simply reacting to their problems, you make sure there are none in the first place. Customer Success is sustainable. As a subscription-based SaaS company, we can only be successful if our customers are too. We started to develop our Customer Success department in the end of 2017 and now it comprises four customer success managers. Anastasia leads the department; you might have read a few good words about Anastasia in our user reviews.

If you’re an enterprise-sized business that can afford to have separate technical support and customer success departments, awesome. But if you’re an early-stage startup that counts every penny, we strongly recommend to switch to a Customer Success model, from your existing Customer Support one. But simply renaming your support department is not enough. To effectuate your new Customer Success Department for the potential results, your business needs a high-touch customer relation mindset with passionate employees at the helm.

How we implement our customer success strategy

Our Customer Success model helps us achieve a beautifully-low churn rate of just 4.3%. On average, SaaS companies achieve an NPS score of 30; we come in at 26. Alas, we’re not bragging; we want to help. Here are the Customer Success strategies we have implemented that have helped us achieve these numbers.

Onboard and activate customers based on their needs

We put together a buyer persona, which is a depiction of our ideal customer. After registration, this helps us to identify the conversion probability of a customer and the value they can bring to our business. For prospects and clients with bigger teams, those who might need more help from our end to start using the product, we have a dedicated activation program.

First, the customer success team develops a thorough understanding of the client’s business and their workflows. Afterwards, they bend our product to fit the customer’s specific needs and processes. Before the first interaction with a potential customer, a Customer Success Manager needs to answer four questions about a prospect. Answers to these questions help define the use case more clearly, shape the first conversation, and hint at the features we need to show first.

• Which industry are they in, and what product or service do they provide
• Which problems will our product or service help them to solve?
• Which other tools are currently in their tech stack?
• What processes and workflows are already set up to fit our product in there?

We define an ‘ activation ’ as when a customer first imports their existing customer data, from a spreadsheet or elsewhere, alongside an invitation for their teammates to join the workspace. Whilst onboarding, the aim of our CS managers is to bring customers closer to their ‘ aha!’ moment, and faster. Going further, we want to bring our customers to these milestones quicker.

Assisted onboarding and activation helps shorten customer learning curves, reduces product friction, and helps them understand the value of the product faster.  

Educate your customers

Educating customers is at the core of a customer achieving success with your product. After you onboarded clients, the education doesn't stop. This is especially true as your product grows and gains more features.

Apart from newsletter and in-product notifications alongside major updates and releases, we run live webinars to walk-through the features we have added or improved. This opens up a two-way conversation and helps us answer all the questions our customers have. Furthermore, we constantly produce educational content on our blog such as guides, ebooks, cheat sheets, and checklists. Take a wild guess where we get our ideas for new content from.

That’s right, from our Customer Success team. We transform their insights into comprehensive copies. Some other activities that SaaS companies can employ as part of customer educational programs include...

• An FAQ page split into sections based on different product features.
• Audio content to help customers troubleshoot product problems can be difficult to consume, but hosting a business- or industry-related podcast can bring value to your clients.
• Conferences or product workshops.
• A learning management system (LMS) with educational videos and tutorials.
• Academies and certificates for those who want to become partners or resellers.    

Another resource we developed to educate our customers is our customer community . A community group adds immeasurable value to your product; networking opportunities offer another reason to stay with your brand. People know that, along with the product, they gain a group of like-minded professionals that share similar pain points that need soothing.

Community groups relieves the load from the Customer Success Department’s shoulders by suggesting the best solutions and workarounds to users, from other users.

Run assessment calls

We understand that the success of our clients’ businesses depends on our product to some extent. Between every one to three months, our Customer Success managers do their homework and review client accounts . They take a look at the customers’ initial inquiries inside our CRM system, along with communication history, to estimate whether their initial business pain point is satisfied. Afterwards, they book an assessment call with the customer to offer advice on deeper, more specific use of our product. Not only will that help them achieve their goals by using it efficiently, but encourages them to go beyond these goals by using features they didn’t know about before.

A common issue for SaaS companies can be that once initial users have set up the system, they don’t change their usage of it... even though the system evolves a lot. For users that have been with us since the first days of our product, our Customer Success representatives have constantly helped them to totally restructure their accounts to be able to use the whole functionality to its full potential.

After six months of successful product experience, our clients are offered the opportunity to share their thoughts and show what they could accomplish using our product.  We aim to showcase peer-to-peer stories where our clients show how our product helps them to address challenges they have had and how it’s improved their business. We make sure our stories are industry- related, so that our prospects can walk in the shoes of real product users and hear the first-hand experience.  

Another responsibility for our Customer Success representatives is also to pay attention to clients with low account activity. We defined some triggers that may be a sign of an upcoming customer churn, such as if there is no workspace activity for two weeks. If so, they reach out with an email to get to know what went wrong and if they need any help from our end.

Implement a conversational experience

A conversational customer experience is one that offers continuous support and guidance to customers, through means of one-to-one communication with a brand. It implies highly-personalised conversations between a brand and their customers offer help with every stage of the buyer journey: from evaluating the product to product issues and eventual renewals.

It should be agreed that customers might not want to email you with a detailed explanation of every problem they experience. This is time-consuming for both them and your business. It’s a similar story regarding product-related questions that prospects might have as they are surfing your website, trying to identify whether your solution is the best fit. One of the easiest ways around this is to implement a conversational experience by employing live chats and chatbots for your website and inside the product itself.

52% of consumers are more likely to make repeat purchases if the company offers support via live chat.

We did that. We installed an Intercom chat function on our website and inside our product. Now, our customer success managers are online and ready to help. At the moment, it’s not realistic for us to be online 24/7. Still, we cover EST working hours because this is the audience that makes up the majority of our client and website traffic.

The main thing with live chats is the need to act fast. Most prospects expect an answer within one minute, and why wouldn’t they? Our average response time is around two minutes, but we are striving to shorten it to 90 seconds. Yes, the chats also help us hit growth points. During the first online-chat conversation, we try to qualify the lead . If necessary, we can move the conversation away from livechat and jump on a live demo to provide a hands-on product experience.

To relieve the workload from constant chatting and emailing with repetitive questions, we created a self-service base of educational content as well as lots of YouTube videos for certain use cases. Of course, it doesn’t cover every possible question, but it works for 85% of requests.

Conversational experience is not just about omni-channel support, it’s also about integrated apps and a centralised hub where we can store every multi-channel interaction with clients.

NetHunt CRM has recently developed an integration with Intercom. With it, we can instantly create or link records for each incoming chat. As a result, we can maintain an individual conversation history, from multiple channels, with each customer within our dashboard.

Collaborate with other departments

We aggregate all client requests using tags in our CRM, so our product manager can evaluate and prioritize them. We hold weekly meetings with the product team and share client feedback and relay frequently-asked requests. To provide best-in-class customer experience, we always close feedback loops. No customer request is left unanswered, regardless of whether it is satisfied or we are not going to make any changes in the near future. If we don’t plan to implement the requested feature, our customer success team finds a workaround to satisfy the request.

As well as weekly meetings, we also have a dedicated Slack channel to post about product bugs. Here we can communicate issues that affect our clients’ businesses, and which need a prompt respoonse. Even though we have a roadmap that we strictly stick to, we always leave the room for urgent requests from our customers.

Internal cooperation instead of competition

Where most businesses force competition between customer success managers, we don’t. We promote cooperation. We clearly outline what the department is for and what it aims to achieve. As a result, every team member wants to collectively contribute to achieve common goals. In the face of particularly difficult hurdles to overcome, we discuss them as a team. We know each other’s strengths, based on the product and previous experience.

Tips for communication with customers

• Ease off the technical jargon. Speak to your customers in a language they understand.

For example… instead of ‘when you import data from spreadsheets, you get columns depicted as record fields’, we simply say, ‘when you import data from spreadsheets, the columns turn into separate profiles in CRM’.

• Define dudes with a bro-mindset or customers who come strictly to solve their problem . This does not mean that you should not be friendly with the second ones. It is to build a demo scenario and the tone of voice.
• Befriend your customers. It’s impossible to be a friend to your customers when you don’t know anything about them. Abandon bureaucracy and talk about what their favourite show is and whether they have a pet; find some common interests. Even if you don’t match, you should start with unrelated business topics. Keeping it casual brings you closer together, helping them trust you more.

Look at your customers as individuals; don’t just treat them like cash cows for your business to milk.

• Don’t be shy; ask a lot of questions. Some customers want to hear a no-nonsense solution to their issue without diving deep into the details. You need to explain to them that even though some questions you ask might seem irrelevant, this is the only way to come up with a truly efficient, sustainable solution.
• Clients can be rude; don’t be rude back . Try and diconnect from your normal emotions and put your professional hat on. It’s nothing personal.
• The work of the Customer Success department does not imply pages of scripts and running calls through predefined scenarios . Representatives need an in-depth knowledge of the product and a similarly deep understanding how to apply certain features to business processes.

Bonus: How we managed customer success through the crisis

The COVID-19 pandemic has changed the way businesses communicate with their customers to ensure retention. One strategy to this end is to provide a better customer experience. We’ve always strived for this, and recently discovered just how important it is for our business. We realised that businesses would minimise their costs, meaning they might want to stop using our software. So, we added a few Customer Success activities to persuade them to stay with us.

Pandemic or not, a business can reap huge benefits from these activities.

We reach out to a client and ask how things are going, without any transactional questions.

We show flexibility. For businesses that have been heavily affected by the crisis, we offered discounts or split payments. Of course we were very selective with this, so as not to undersell our product.

In return, you can ask clients for something in return...

• A review on dedicated platforms like G2 or Capterra.

• To act as an affiliate and recommend your product to partners and friends. Help them with content if necessary, create a special offer, and increase virality.
• Host a partner webinar if you have an audience overlap. This strengthens partner relationships and decreases the chance of them churning. Furthermore, partner webinars require less preparation as you split the responsibilities.
• Ask clients to share a success story on  your social media or blog. Let them explain how much they benefit from your product and love your customer success team!

What Is a Case Study & Customer Success Story?

Learn the definition of a business case study, its meaning, benefits & use in marketing. Get best methods to research, write & design business case studies.

Dominika Krukowska

10 minute read

Short answer

What is a business case study.

A case study, also called customer success story, is a product marketing document used to show how your clients solved a business problem with the aid of your product or service. Case studies include statistics, quotes, and concrete examples with the goal of credibly demonstrating your capability to deliver results.

Bad case studies are not just ineffective - they lead to lost sales

A poorly done business case study can be a real bottleneck in your marketing funnel.

Sure, you have to have them; they're a non-negotiable part of the buying process. But if they're not compelling, you might as well not waste your time on it.

It’s bad enough that it’s hard to make a case study that gets results. But making a weak case study can actually cause you to look less attractive than the competition and cost you leads and sales.

Sometimes more is less.

This post is your roadmap to transforming your case studies from forgettable fillers to customer magnets. And ultimately, turning more prospects into customers.

Let's jump in!

What are the benefits of case studies in business and marketing?

Case studies are an essential part of any well-oiled marketing engine. They demonstrate real-life applications, showcase your unique value, build trust, address concerns, and connect with your audience.

Let’s get a bit into detail.

Demonstrating real-life applications: Business case studies show your product or service in action, offering a peek into how it can be used in real-world situations. It's like offering a test drive before asking customers to commit.

Showing your unique value: Customer success stories let your product or service shine. They illustrate exactly what you bring to the table and why customers should choose you over anyone else.

Building trust: Think of business case studies as your brand's personal advocate. They show how you've helped others succeed, which makes potential customers more likely to trust you with their business.

Easing concerns and objections: Got customers sitting on the fence? Business case studies can gently nudge them towards you by addressing common doubts or worries. It's about showing potential customers that you can deliver what they need.

Connecting with your audience: A good business case study is like a mirror—your potential customers should be able to see themselves in it. It's all about tapping into their hopes, their worries, and their needs.

What to include in a case study?

A successful business case study is the product of a strategic blend of essential components. Each one carries its weight, shaping a narrative that is both engaging and impactful.

Introduction: Set the stage with a one-liner summarizing your unique value proposition. Tailor it to grab your readers' attention and pique their curiosity.

Company overview: Give your audience a snapshot of your customer's business, helping them understand who they are and what they do.

The problem/challenge: Dive into the nitty-gritty of the issue your customer was facing (from their perspective), making it relatable to your audience.

Your solution: Detail how your product or service swooped in as the game-changing solution, addressing the customer's problem.

Results: Showcase the impressive outcome of your solution, demonstrating tangible success that can't be ignored. Back it up with relevant data and metrics.

Customer quotes/testimonials: Add authenticity and credibility to your case study with direct quotes from the customer who experienced the transformation first-hand.

Next steps: Conclude with a call to action, guiding the reader on what to do next, whether it's contacting your company or booking a product demo.

Here's an example of a case study designed according to this structure:

UX Case study

This template for case studies in UX and UI comes with tons of space for text and many visual elements such as charts, timelines, or graphs. This one is perfect for those case studies in which you need to explain the process in greater detail.

What makes a good case study?

A good case study follows a story format of problem-solution-impact. It includes key details of the client’s problem, how they solved it with the help of your product, and the impact it brought them.

8 critical components of a successful case study:

• Talking from the client’s perspective
• Addressing well-defined business problem
• Telling the WHY, not just the WHAT and the HOW
• Giving concrete example
• Backing the story with statistics and facts
• Weaving quotes and testimonials into the story
• Making the content interactive
• Including a call to action

In principle, a top-tier business case study is more than a testimonial.

Think of it as a blockbuster movie, where your customer is the hero Luke Skywalker, the problem is the looming death star, and your solution is the trusted guide Obi-Wan Kenobi.

This gives readers an engaging narrative that not only captures interest but also propels action.

Now let's take a look behind-the-scenes. at the key elements that make a good business case study.

1. Story from the client’s perspective

The key to a captivating case study lies in whose story you're telling. Let your customer be the hero, not your product or service. By focusing on their journey, you'll create a narrative that resonates with your audience, making them more invested in the outcome.

A great example is Adobe’s case study with Under Armour :

In this case study, Adobe tells the story of how Under Armour used Adobe Experience Manager Assets to streamline and enhance their creative asset management. The case study is presented from Under Armour's point of view, providing a customer-centric perspective.

2. Common but well-defined business problem

The best case studies revolve around relatable, well-articulated problems. The issue should be common enough for your audience to identify with, yet specific enough to avoid being generic.

Shoot for the sweet spot that makes a specific segment of your prospective clients say, "That sounds like us!"

A great example is Slack’s case study with HubSpot :

HubSpot, a well-known inbound marketing , sales, and service software provider, grappled with the challenge of maintaining internal communication and collaboration across a rapidly expanding global team.

This case study by Slack outlines how they addressed HubSpot's problem - a common issue faced by many growing businesses.

3. Tell the WHY, not just the WHAT and the HOW

The magic of a compelling case study lies in the mystery of 'why' your solution works. It's crucial to share what happened and how, but digging into the reasons behind the decisions and outcomes adds mystery to your story and keeps your audience intrigued.

An example of this is Marketo’s case study with Panasonic :

In this business case study, Marketo digs into why Panasonic decided to implement a new marketing automation solution.

The case study doesn't just focus on the solutions Marketo provided, but also highlights the reasons behind Panasonic's decision, adding depth to the narrative.

4. Concrete examples

Details make your case study relatable and tangible. Incorporate specifics - who did what , when , where , and how . These concrete examples help your audience visualize the scenario, making your narrative more compelling and memorable.

Zendesk's case study with LendingClub presents concrete examples:

It follows how LendingClub used Zendesk's customer service software and alternate platforms improve their customer support operations.

The case study offers a clear narrative about the problems LendingClub faced, the Zendesk solutions and Zendesk alternatives , and the impact these solutions had on LendingClub's business.

Numbers lend authority and credibility that words often cannot. They provide concrete evidence of your solution's impact, creating a stronger case for your product or service.

But remember, these stats should be significant, reliable, and, most importantly, show real impact on your customer’s bottom line.

Here's an example of a great animated numbers slide:

6. Quotes and testimonials

There's nothing like a testimonial from a happy customer to boost your credibility. Direct quotes add a personal touch and authenticity to your case study, making it more believable and trustworthy.

Here’s a great testimonial example from Hotjar:

7. Interactive design

Incorporating interactive design elements will make your case studies stand out, but more importantly, drive high-engagement.

Use eye-catching graphics, use clickable elements like tabs, videos, and menus, include live graphs, animated flipbooks , and so on. Use these elements tactically in order to break up your text into digestible chunks and make your content easier to read and to navigate.

Here’s an example of an interactive business case study:

Marketing case study

White glove delivery with a focus on process optimization explained by a compelling story.

8. Call to action

A good case study doesn't just end; it leads your reader to the next step. Be it trying your product, booking a demo, getting in touch with your team, or reading another case study - your call to action should be clear, compelling, and easy to follow.

Here’s what a clear, singular call to action should look like:

If you want to learn more practical tips, check out our post on how to create a business case study that converts .

How to use a case study in business and marketing?

Often underestimated and underused , business case studies have the power to leverage real-life narratives to shape opinions, influence decision-making, and ultimately, drive conversions.

Let me show you how you can use that power to your advantage.

1. Used as sales collateral

In the world of sales, your case study can be the difference between a polite “we’ll consider it” and a bought-in “show me how it works!”

Picture this: you're reaching out to potential clients, and you slip in a case study showcasing how you've helped a similar business overcome a common hurdle. It's not just a pitch, it's proof you can do it.

But the magic doesn't stop there. Weave these real-life success stories into your sales presentations , and watch as they accelerate your pipeline.

They provide tangible evidence of your value proposition, helping you remove objections, demonstrate value, and differentiate yourself in a crowded market.

2. Used as marketing collateral

I) Use on your website:

On the marketing front, case studies can significantly boost your self-serve conversion rate . By featuring them on your website, you're offering visitors a peek into your track record of success - letting them feel like they're missing out.

II) Add to brochures and product catalogs:

Just sprinkle in a few case studies, and you've just added an extra layer of credibility.

III) Leverage social media:

Share your case studies on platforms like LinkedIn, Facebook, or Twitter, to promote your business; and start a conversation around your brand.

IV) Include in PPC campaigns on Google AdWords:

Add case studies as site links to give potential customers another reason to click. It's like saying, "Don't just take our word for it, see how we've helped businesses like yours."

Here’s an example of what it looks like:

Obstacles for creating business case studies & how to overcome them

Creating captivating business case studies is essential, but let's be real: it's not a walk in the park.

So let's buckle up and navigate the most common roadblocks and learn how to steer around them.

Hurdle 1: Spotting the right stories feels like finding a needle in a haystack.

Hold on there! Locating customers ready to share their success tales might seem daunting, but it's not mission impossible. Here's the deal: people love to share success.

How to get clients to share their success stories

Collaborate with your customer success team to identify delighted or triumphant clients

Seek out customers who are scoring high with a good NPS score

Team up with sales to single out recent renewals or upsells

Engage with super active customers on social media

Ask your team during meetings about any standout customers

Reach out to customers who have spoken at your events

Connect with Customer Advisory Board members

Do this and you're bound to uncover some star storytellers.

Hurdle 2: Customers might not want to get involved.

Let's flip the script! Instead of begging for a favor, portray this as an opportunity for customers to amplify their industry status.

Make it a hassle-free and rewarding experience for them. Provide data, draft points for discussion, and be their cheerleader throughout the journey.

Remember, appreciation is infectious. A heartfelt thank you can turn a one-time participant into a long-term advocate.

Hurdle 3: It’s a mammoth task.

Creating business case studies can feel like a marathon, particularly when you're juggling multiple roles.

Delegating the task to an experienced industry writer can save your team a ton of time and energy. You might find the right person within your network, or you might need to explore industry-specific job boards.

Creating a structured timeline and using a shared tool can help keep everyone on track and in the loop.

Here's how to streamline the process of creating a case study:

Extend an invitation to the potential customer

Connect them with the lead writer

Conduct an internal review of the first draft before sending it to the customer

Incorporate their feedback into the second draft

Get final approval for the final draft

Publish and promote your case study!

How to design a business case study?

Your case study design supports the text like your body language supports what you’re saying when you talk. It adds that extra layer of emotional meaning you can't quite put into words.

Luckily, even if you're not a design expert, there are tools to help you add that extra emotional depth to your content. Let’s review a few tools that help you design your case study.

Design using a website builder

If you’d prefer to get hands-on with your design, website builders like Wix or Squarespace offer a versatile platform for creating a business case study from scratch.

They provide a blank canvas and a wealth of design elements, giving you the liberty to choose each piece and place it just where you want it.

It takes time and a keen eye for design to make all the elements come together seamlessly, but the end result can be rewarding.

Design using a case study maker

A case study maker gives you pre-set elements ready for use. All you need to do is drop in your content, and the tool takes care of the aesthetics and user experience.

It's a much more efficient way to create a case study with all its unique building blocks than using a website builder.

We know, since we see how fast our users create astounding case studies using our own case study creator. Try for yourself .

Don’t design - use a template

Templates provide an immediate and easy to work with structure for your design and content.

But beyond that, our gallery of interactive case study templates gives you time-tested designs we know have high-engagement and killer conversion (based on more than 100K reading sessions we’ve analyzed).

Grab a template - and you can skip the long design process, save time, money and frustration, and simply start creating.

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

Found this post useful?

Subscribe to our monthly newsletter.

Get notified as more awesome content goes live.

(No spam, no ads, opt-out whenever)

You've just joined an elite group of people that make the top performing 1% of sales and marketing collateral.

Create your best case study to date

Try Storydoc interactive case study creator for 14 days free (keep any presentation you make forever!)

• Article Writing Affordable Article Writing Services
• Blog Writing Blogs that optimise your visibility
• Product Description Website that optimise your visibility
• Website Writing Website that optimise your visibility
• Proofreading Website that optimise your visibility
• Translation Website that optimise your visibility
• Agriculture Affordable Article Writing Services
• Health & Beauty Blogs that optimise your visibility
• Automotive Website that optimise your visibility
• Sports & fitness Website that optimise your visibility
• Real Estate Website that optimise your visibility
• Entertainment Website that optimise your visibility
• Blogs Affordable Article Writing Services
• Samples Blogs that optimise your visibility
• Case Study Website that optimise your visibility

How to Create Customer Case Studies for Leads & Conversions

Customer case studies play a pivotal role in transforming potential leads into paying customers. These customer success stories provide real-world examples of how your product or service solves challenges, making them an invaluable tool for building trust and credibility. Rather than abstract marketing claims, case studies show tangible results through data, outcomes, and personal experiences.

By incorporating relatable narratives, a well-crafted client case study can guide prospects through the customer journey, addressing their specific pain points and demonstrating the value your business offers. 

For B2B case studies , this is especially important, as companies want to see proof that your solution works in similar situations.

Ultimately, business case studies are powerful assets for lead generation and case study conversions, as they show your success in action, making it easier for potential customers to envision their own success with your product or service.

1. What Makes a Case Study Effective? 

A well-crafted customer case study is more than just a testimonial—it’s a structured narrative that shows real-world success. To make your case study effective, focus on the following key elements:

A) Structured Format

Use a clear format that includes:

• Introduction : Provide background information about the client and their industry.
• Challenge : Highlight the specific problem the client was facing.
• Solution : Describe how your product or service solved their issue.
• Results : Offer measurable outcomes, such as increased ROI or cost savings, to showcase the success.

B) Relatable Customer Success Stories

• Tell customer success stories that resonate with your target audience. Your B2B case studies should address common pain points that your prospects face, making the customer journey relatable and engaging.

C) Data-Driven Results

• Support your claims with strong metrics. Use concrete numbers like “increased lead generation by 50%” or “reduced costs by 30%,” making the impact of your solution clear.

D) Customer Testimonials

• Integrate customer testimonials throughout the case study. These direct quotes provide social proof, making your case study more persuasive and authentic

2. Gathering Information for Your Case Study

The foundation of a strong customer case study lies in gathering detailed, relevant information. Here’s how to effectively collect the data you need:

A) Interview the Customer

• Start by conducting a customer interview to understand their customer journey. 
• Ask about the challenges they faced, the pain points they needed to solve, and how your product or service played a role in their success. 
• This is essential to capture authentic customer success stories that resonate with your audience.

B) Focus on Problem-Solution Scenarios

• Ask specific questions about the problem your customer was trying to solve and how your solution impacted their business.
• You want to gather information that highlights both the challenge and the transformation through your B2B case studies.

C) Quantitative Data and Metrics

• Make sure to gather measurable data such as ROI, revenue increases, or cost savings. 
• Metrics like “improved lead generation by 45%” or “reduced operational costs by 25%” add credibility to your case study and drive case study conversions.

D) Customer Testimonials and Quotes

• Collect powerful customer testimonials to include throughout the case study. 
• A direct quote from the client about their positive experience adds a human element and reinforces the benefits of your product or service.

3. Structuring the Case Study for Maximum Impact

To ensure your customer case study delivers maximum impact , it must be structured in a way that captures attention and drives engagement. Here’s how to create a compelling client case study:

A) Introduction

• Start with a brief overview of your client. Provide key background details, such as the industry they operate in and the challenges they are facing. 
• For B2B case studies, this is critical to show relevance to similar prospects. 
• Make the introduction relatable by focusing on pain points that your audience might also experience.

B) Challenge

• Clearly articulate the specific problem the client was dealing with before they discovered your product or service. 
• Be detailed in outlining their pain points and why solving these issues was critical. 
• This step helps in creating a customer journey that resonates with potential clients who may face similar challenges.

C) Solution

• This is where you explain how your product or service provided a solution to the client’s problem. 
• Be specific about the features or aspects that made a difference. 
• Using real examples and customer success stories adds authenticity. Highlight key features from your product that solved the client’s issues, improving lead generation and operational efficiency.
• Results are the heart of your case study. Provide quantifiable data such as “increased lead generation by 50%” or “achieved a 30% reduction in costs.” 
• Hard metrics significantly boost case study conversions by demonstrating clear value. 
• Visual aids like charts and graphs can make this section more engaging and easier to digest.

E) Call to Action

• Close the case study with a strong call to action (CTA) that encourages readers to take the next step. 
• Whether it’s requesting a demo or downloading a resource, a clear CTA drives engagement and supports further lead generation efforts.

Benefits of structuring a case study for maximum impact based on research:

4. Using Case Studies to Generate Leads 

Customer case studies are a powerful tool for driving lead generation when used strategically. Here’s how you can leverage your client case study to generate more leads:

A) Embed Lead Capture Forms

• Within your case study, strategically place call-to-action (CTA) buttons or lead capture forms to collect information from interested prospects. 
• Offering the full customer success story as gated content is a great way to incentivize visitors to share their email addresses in exchange for accessing the complete case study.

B) Repurpose for Different Channels

• A single customer case study can be repurposed into various formats to extend its reach. Use snippets of the case study in social media posts, blog articles, or even email newsletters. 
• You can also create short-form video content or infographics that highlight the key data points and customer testimonials. This multi-channel approach helps amplify your lead generation efforts.

C) Use Gated Content

• Consider using your case studies as gated content, where visitors need to provide contact information to download the full study. 
• This is especially effective in B2B case studies, where potential clients are looking for in-depth solutions that demonstrate real results.

D) Include a Strong CTA

• End your business case study with a direct and compelling call to action. 
• Whether it’s scheduling a demo, requesting a consultation, or signing up for a newsletter, the CTA should guide the reader toward the next step in the sales funnel, further driving case study conversions.

Using Case Studies to Generate Leads based on research from effective practices:

5. Promoting Case Studies for Conversions

Once your customer case studies are created, promoting them strategically is essential to maximize case study conversions and increase lead generation. Here’s how to effectively promote your client case study:

A) Distribute on Multiple Platforms

• Post your case studies on your website’s blog or a dedicated case study page. Share snippets of the story on social media platforms like LinkedIn, Twitter, and Facebook to engage a wider audience. 
• Email newsletters are another great channel to distribute your customer success stories, especially to prospects who are further along the customer journey.

B) Optimize for SEO

• Ensure your customer case study is optimized for search engines. Use relevant keywords like B2B case studies, customer testimonials, and business case study throughout the content, including the title, headers, and meta descriptions. 
• Proper SEO practices will make your case studies more discoverable, driving organic traffic and increasing the chances of conversions.

C) Leverage Paid Ads and Retargeting

• Promote your case studies through paid ads or social media advertising to target specific audiences. 
• Retargeting ads, where you show the case study to visitors who have previously interacted with your brand, can significantly improve lead generation.

B) Use as Sales Collateral

• Case studies are excellent tools for your sales team. Include them in presentations, pitch decks, or sales emails to showcase the real-world success of your solutions. 
• A well-timed customer case study can tip a hesitant prospect toward conversion.

Crafting and promoting customer case studies is one of the most effective ways to drive lead generation and boost case study conversions. These customer success stories provide potential clients with clear evidence of how your product or service has solved real problems for others, making the decision-making process easier.

By keeping your business case studies structured, data-driven, and relatable, you can showcase the value of your offerings in a way that resonates with your target audience. Don’t forget the importance of continuously updating and creating new client case studies to reflect the latest successes and keep your content fresh.

Remember, case studies are an ongoing tool that can be leveraged at every stage of the customer journey—from awareness to the final decision-making process. With strategic promotion across multiple platforms, including strong customer testimonials, your case studies will not only inform but also convert potential leads into customers.

At Content Whale , we specialize in creating powerful customer case studies that drive lead generation and boost case study conversions. With our expert team, we ensure your customer success stories are structured, data-driven, and engaging. 

Let us help you craft compelling B2B case studies that highlight your expertise and turn prospects into loyal customers. Reach out today for customized solutions!

1. What makes a customer case study effective?

An effective customer case study combines storytelling with data-driven results. It should follow a structured format—highlighting the customer journey from the initial problem to the final solution. Clear customer testimonials and quantifiable metrics, such as ROI or cost savings, add credibility and make the case study more persuasive, especially in B2B case studies. Keeping the language simple and relatable also helps engage potential leads.

2. How long should a case study be?

The ideal length for a customer case study is between 500 and 750 words. This provides enough space to cover all the important details without overwhelming the reader. Keeping the case study concise while integrating clear data and customer success stories ensures it remains engaging and easy to digest, increasing the likelihood of case study conversions.

3. What data should I include in a case study?

It’s essential to include measurable data such as percentage increases in lead generation, reductions in costs, or improvements in efficiency. Metrics like these give prospects concrete reasons to trust your solution. Adding customer testimonials that reflect the client’s personal experience with your product or service enhances the authenticity of the business case study.

4. How do I get customers to participate in a case study?

Reach out to satisfied customers, particularly those who’ve seen significant results using your product. Offer incentives like co-marketing opportunities or increased exposure. Ensure the process is simple and straightforward to encourage participation.

5. How can I promote my case studies?

Share your customer case studies across various platforms—your website, social media, email newsletters, and even in sales pitches. Repurpose the content into videos or infographics to engage different audiences and maximize lead generation.

Hi, I talk about tips and tricks about content writing, storytelling, funneling, and more!

More details for blogs

Top 16 Verified SEO Content Writing Companies in the US

If you are looking for the best SEO content writing companies in the US, then here's an extensively researched list of the top 16 companies.

Do I Need a Blog For My Startup in 2024?

Explore why having a blog is crucial for your startup in 2024. Learn about the benefits and get started today!

Top 6 Ways to Increase User Retention Organically

User retention is the key to building a successful, long-term business. While acquiring new users is important, keeping them engaged and loyal is often more cost-effective and sustainable.  Instead of relying on paid marketing, companies are turning to organic retention tactics that focus on providing value and fostering deeper connections. By implementing effective user retention […]

Need assistance with something

Speak with our expert right away to receive free service-related advice.

With Great Content Comes Great Leads

Our writers are experts in crafting high-performing content for leading brands.

Recognized by Frost & Sullivan for “Excellent Customer Services and Experiences”. Read more here !

• Our Insights

7 Successful Customer Experience Case Studies

Customer experience, or CX, is essential for your brand’s longevity, profitability, and customer loyalty, so it’s worth considering this factor in your marketing strategy. It’s no stretch to say that delivering high-quality customer experiences is critical if you want your brand to remain competitive in the modern business environment.

But it’s one thing to try to incorporate solid CX strategies and methodologies into your workflow. It’s another thing to see them in action as a success story. Today, let’s break down seven successful customer experience case studies. By the end, you’ll be well-equipped and ready to implement the techniques and methods that these successful companies used to bolster and reinvigorate their CX philosophies .

1. Macmillan Research

Macmillan Research, a scientific research institution, discovered in 2012 that various individuals affected by cancer needed extra support with practical tasks like cleaning, shopping, and so on. Approximately one in four people diagnosed with new cancer in the UK lacked support from close family or friends (or roughly 70,000 people each year) at the time of this project.

To solve this, Macmillan devised a Team Up service. The goal was to create an accessible, intuitive online marketplace that would help those affected by cancer get the practical support they needed.

To accomplish their goal, Macmillan worked hard to ensure that Team Up was easy-to-use and accessible across many different devices. It also needed to recruit new volunteers plus appeal to a younger demographic of workers.

Thus, Macmillan faced two primary challenges:

• Getting enough early adopters to test the earliest iterations of the service
• Acquiring the new technologies needed to make the whole project work

Macmillan focused on customer experience by hiring a dedicated community manager. This community manager then worked with various local groups in order to sign people up for the prelaunch of the product.

Furthermore, Macmillan integrated data into its CX testing by running biweekly user testing sessions. These guaranteed that members of the community provided their feedback to the project early on, where it could still be incorporated easily.

Thanks to these CX practices, Macmillan was successful in its overall goal. The Team Up service exceeded its initial expectations and registration KPIs by approximately 40%. Most practical tasks for cancer patients had a turnaround time of fewer than three days overall.

The car sales company CARFAX always looks for new ways to leverage its extensive vehicle database and use its customer knowledge to make new, intuitive digital tools and solutions.

Among the most recent improvements that CARFAX has made to its product is CARFAX for Police, which is a mobile and web application that helps to streamline accident report filing. Customers can now use CARFAX to file accident reports with local police precincts, making the entire process much more streamlined and easier.

To develop this app, CARFAX needed to focus on customer experience. CARFAX did some research to learn about the challenges police officers face while on the job and the difficulties they experience when filing accident reports. Fortunately, the technology to incorporate a solution like this was already present.

CARFAX and its clients conducted extensive user research, including interviews, measuring application user patterns, and so on, with a handful of police officers. They also leveraged skilled developers and mobile app programmers to make navigable, easy-to-use systems that successfully led to a great app.

By the end, CARFAX’s focus on CX resulted in an app that enables law enforcement officers to reduce accident report times by about 50%, as well as capture more data in law enforcement systems.

PBS previously wanted to transition from a more traditional media company into a leading digital media giant. To do that, PBS recognized that it needed to discover new marketing channels and formats through which to deliver educational, informative content to audiences across all age groups. More broadly, PBS wanted to connect and unify its overall network of approximately 200 member stations.

The CX-focused improvements were multifaceted from the get-go. PBS constructed a new technical infrastructure to serve content on multiple channels. This made PBS content more accessible to its users, thereby improving their customer experiences.

Furthermore, PBS developed iPad applications and APIs to ensure that content could be seamlessly delivered on any channel. This required the construction of custom content management systems, too — a high initial expense, but one that ended up being very worthwhile in the long run.

PBS also pivoted into a digital-first culture across the board. This allowed its members to focus on delivering exemplary customer experiences to online users, not just individuals watching television programs.

Trex was a home improvement company that specialized in providing sustainable deck materials. It wanted to improve its customers' experiences by creating a deck design app through which customers could create photorealistic mockups or simulations of what their decks might look like after constructing them.

The deck app would solve a huge pain point by helping customers who had only themselves to rely on when designing and building a deck of their very own. In creating a photorealistic application, Trex could eliminate a lot of the time and costs required in outsourcing the design process.

Therefore, Trex focused on creating an intuitive, navigable app with a good UX experience. This involved performing very deep, comprehensive user testing, as well as designing and building an initial solution and providing it to testers before incorporating their feedback.

In the end, the final app was very user-friendly. Customers were able to upload an image of their deck spaces or backyards, input certain deck dimensions, and even share their preferences. The app then recommends various eco-friendly deck materials and products so they can design and build the deck of their dreams in no time.

5. Thomas Cook

Thomas Cook, a travel agency and operator, wanted to improve its direct relationships with its target audience members and expand its customer base to those who weren’t currently its customers. Thomas Cook also wanted to know more about online customer journeys, as well as better understand customer purchase lifecycles.

With so many disparate goals, Thomas Cook needed to focus on customer experience and data-gathering above all else. To do this, it launched a targeted lead-generation campaign in addition to a travel survey.

The point of both of these methods was to capture key data and information about customers' future buying intentions, as well as specific customer requirements (which could, in theory, affect whether a given customer might buy something).

Furthermore, Thomas Cook utilized a nurturing program to deliver individualized, highly resonating messages and bolster user engagement. After completing the survey, consumers were presented with several different headline offers or redirected to the primary Thomas Cook website.

Thomas Cook didn't stop there. It also displayed various retargeting tags in the marketing campaign, helping the brand deliver more personalized display banner advertisements to respondents. All in all, this marketing effort allowed Thomas Cook to gain much more information than before.

It also acquired over 15,000 leads, saw email engagement rates boosted by over 30%, and saw email open rates at over twice the UK national benchmark average. All in all, it was a very successful CX data-gathering campaign.

6. RS Components

RS Components previously needed a better user experience. Specifically, the CX here was not conducive to quick or efficient processing.

This was a big problem for RS Components, as its marketing campaign was doing well, delivering over 10 million visits to various associated websites per month. Unfortunately, 70 million of those prospective customers left the site right at the search stage over the year.

To bolster conversion, RS Components look to improve its online customer experiences. With 60 websites in the group, this was a monumental task.

To accomplish it, RS Components:

• Collected customer feedback from online surveys, in addition to performing customer lab testing in the real world
• Prioritized things like speed and ease of identifying products. RS Components aimed to make it easier for customers to find and purchase the products they wanted
• Practiced search term correction
• Made significant improvements to search result categorization and presentation
• Emphasized and optimized its websites for mobile searchers

All in all, these efforts were highly successful. RS Components didn’t focus so much on changing its customer experience in terms of customer support or marketing. However, it did make a change in its CX in terms of searchability, website navigation, and product purchasing. This highlights how customer experience can incorporate and encompass many different elements of an online enterprise.

7. Vodafone UK

Vodafone UK wanted to develop an interactive, graphical representation of network performance. This was to be a first for the overall UK telecoms market. Unfortunately, Vodafone UK faced a significant challenge: making this rather technical and complex subject more accessible and simpler to understand for customers.

The primary objective was to create a tool to route queries into a call center using a self-service portal. Then, Vodafone UK aimed to develop a system to help communicate any planned outages to customers that would be affected. By the end of development, the tool needed to be very easy to maintain and be able to update itself in real-time 24/7.

To accomplish this, Vodafone UK focused somewhat on CX or customer experience management. Specifically, it:

• Created a cross-channel working group that included different business areas and people in industries like network operations, public relations, technology, security, and more.
• Carried out various usability studies with the public. This helped to validate its initial graphic design plan and user experience before implementing and improving upon it.

With this CX-focused approach, Vodafone UK successfully constructed a system where telecom information could be updated moment by moment by field engineers. The system was also linked to an email notification center, which enabled affected customers to immediately be notified of outages or changes in their coverage.

These days, users can still register their email addresses with the Vodafone UK telecoms system. This automatically sends an email if an issue is reported or if the network operations center has to impose an outage for technical or maintenance reasons.

The Impact of Customer Research on Customer Satisfaction

Many of these studies show how social media, digital transformation, and customer-centric optimization strategies can have a major impact. Using touchpoint analysis or leveraging contact centers can have an incredible impact on the bottom line.

Customer relationships — for both current and potential customers — only grow if you focus on world-class CX like these companies. Provide your customers with good day-to-day service in the online shopping world. Leverage automation where it makes sense, but don’t forget about the impact of a personal, human touch.

Chat With Awesome CX Today

As you can see, good customer experiences are absolutely vital for your brand. As you look to improve your CX overall, review your customer satisfaction metrics. Decide what pain point you can solve and anticipate the kind of improvements that loyal and new customers will most likely appreciate.

If the ideal way to make sure that your CX improvements are actually improvements and not just changes to your website or customer journeys for the sake of it.

Fortunately, if your CX philosophy needs a bit of work, there are partners you can turn to for help. Awesome CX is well-equipped and ready to assist with all of your CX needs.

In fact, we’ve assisted over 90 brands with their customer experience services , ranging from backend or office support to customer experience center aid and more. No matter what your industry happens to be, Awesome CX can help in more ways than one.

Send us a message today to learn more.

Customer Experience | Tech Target

What Is Customer Experience? | Forbes

What is Customer Experience? | IBM