5 Best B2B SaaS Case Study Formats To Turn Visitors Into Sales

How To Use Testimonials In Social Media To Turn Fans Into Sales

Case studies, in general, are highly effective methods for bringing in new customers. Increasingly, they are used in conjunction with social media to connect with prospects.

It is an acknowledged fact that B2B SaaS case studies are a great way to turn visitors into sales. They help prospects understand how your product can solve their specific problem, and see how other companies have been successful with it.

Consider these statistics:

  • In 2022, SaaS companies plan to create 18 new case studies, up from 11 in 2021, as per an Uplift Content study.
  • According to the same study, 77% of SaaS companies offer case studies.

However, like social media content, case studies need to be tailored to meet the specific needs of user groups to be effective.

When you’re creating a case study, the first step is to determine exactly what type of case study you want to create. There are many different ways to format a case study, but not all of them are created equal when it comes to driving sales.

Choosing the right B2B SaaS case study format can make the difference between website visitors becoming paying customers.

Once you’ve determined which format your case study should take, it’s time to start collecting supporting data.

In this guide, we will look at a few different formats for B2B SaaS case studies:

Table of Contents

1. Problem/solution Case Study

A problem solution case study highlights a specific problem that a company or organization faced and how the company solved it. They can be particularly effective in showcasing how your product or service was able to solve a real-world problem for your customer.

This type of B2B SaaS case study should tell a story, highlighting the problem that needed to be solved and how your product or service was able to step in and provide a solution.

In addition to telling this story, you’ll want to include some data or quotes from customers to help illustrate the impact that your solution had.

You can create a problem solution case study by following these steps:

  • Start by identifying a customer who had a specific problem that your product or service was able to solve.
  • After you identify the problem, find a story that highlights the issues that this customer was facing and how your product or service helped them overcome their challenge.
  • Include data in your case study. To support the story, include stats or metrics about your product or service that validate the idea that you helped a customer solve a problem.

This case study featuring Trello explains how SproutSocial helped the brand solve an incohesive Twitter distribution system.

Problem: Users who visited @Trello via the network’s mobile app saw support-related replies, not Tweets promoting the brand’s blog.

Solution: Trello launched @TrelloSupport, a separate Twitter handle that directs support inquiries away from its main profile, as part of its marketing efforts.

Results: In 3 months, @TrelloSupport team with the help of Sprout’s Smart Inbox and collaboration tools achieved the following:

  • Increased response rate by 16%.
  • Responded to more than 2,000 social customer service inquiries and
  • Ninety-seven percent of customer service tweets were responded to within 24 hours.

2. Single-customer Case Study

A single-customer B2B SaaS case study is an in-depth look at how a specific customer uses your product or service to achieve their business goals. A case study of this type can be used to target new potential customers who have similar business needs as the featured customer.

Single-customer case studies are a great way to demonstrate that your product can work for any type of business. Testimonials are great because they show the proof is in the pudding.

Single-customer case studies are a great way to demonstrate that your product can work for any type of business. Testimonials are great because they show the proof is in the pudding.

To produce a single-customer case study, you will need to:

  • Interview the customer about their experience using your product or service.
  • Ask questions about their business goals, what they found challenging before using your product, and how your product has helped them overcome those challenges.
  • Ask for specific examples of how they have used your product to achieve their goals.
  • For case studies featuring customers, get their permission to use their name and logo.

This B2B SaaS case study featuring DirectIQ explains how Content Beta helped DirectIQ improve its customer education videos.

Here is an example video from the DirectIQ case study:


Problem: DirectIQ wanted a better way to educate their customers so that the showcased content needed to appeal to viewers and improve product adoption and distinguish itself from competitors in a crowded market.

Solution: Content Beta created videos that describe their product more clearly to their customers, demonstrate how easy it is to use, and provide a tailored experience for each customer.

Results: Reduced customer support tickets and improved adoption of the product.

3. Comparative Case Study

There are a few different ways to format a comparative case study, but they all share one common goal: To help B2B SaaS companies increase sales.

By comparing two or more similar products or services, a comparative case study can show how your company’s offerings are superior. This type of case study is especially effective at convincing prospects who are already familiar with your competitor’s products.

If you’re considering using a comparative case study in your marketing efforts, a side by-Side comparison works best.

Simply compare two products or services side-by-side to demonstrate how your product stacks up against the competition.

When comparing two products, focus on the differences and why they matter (without making your product seem like a mediocre alternative).

In the example customer testimonial video, a customer does not like the project management software she is using. She is actively looking for an alternative:


Problem: The customer felt she was not being as productive as she would have liked. Also, it did not fit with her style of working.

Solution: Compare the two products side by side to see which software met her needs better.

Result: The user pits the two options against each other. She goes on to explain her reasons for picking the one that suited her needs better.

4. Pain Point-focused Case Study

When it comes to B2B SaaS case studies, there is no one-size-fits-all solution. However, one format that can be particularly effective is the pain point-focused B2B SaaS case study.

As the name suggests, this type of case study focuses on a specific pain point that your product or service was able to address. By doing so, you can show potential customers how your offering can solve their specific problems.

This type of case study can be especially effective if you are targeting a new market or customer segment. By focusing on a specific pain point, you can more easily demonstrate the value of your offering and why it would be beneficial for potential customers to switch to your product.

If you are considering using this format for your next B2B SaaS case study, there are a few things to keep in mind.

  • First, use the same language your target audience uses to describe their pain point. As a result, the case study will be more likely to represent your potential customers’ view of the problem and how it might be resolved.
  • Secondly, make sure that the case study explains your value proposition. This will help to demonstrate how your product directly addresses the pain point.
  • Last but not least, potential customers should be able to connect with the people featured in the case study.

Galley Restaurant Management app Galley offers features like recipe costing, menu planning, inventory control, and purchasing.

The remote video testimonial features Cate Smith, Corporate Chef, Meriwether Godsey.


Problem: Although Galley had enough case studies, written testimonials, and customers to showcase credibility, there was still room for building trust and humanizing the brand. On-site testimonials were not feasible due to the difficulty and cost of engaging customers for a full day.

Solution: Content Beta suggested creating remote video testimonials to improve visibility, brand authenticity, and conversion rates. The video explains how the product can address the common pain point faced by other restaurants.

Ms. Smith is able to connect with others because she talks about how to use the product to address a common pain point.

Result: Galley now has a wide variety of videos to address every objection and better convert prospects.

5. Customer Success Story-based Case Study

A customer success story-based case study is when a company writes about how one of its customers was successful using their product.

This type of B2B SaaS case study includes quotes from the customer along with statistics about how their business has grown since using the product.

Customer success story-based case studies are a great way to:

  • Show potential customers that your product can help them grow their business.
  • Use as a valuable marketing tool – you can use them on your website, social media, or email campaigns. If you have a happy customer who is willing to provide a testimonial, consider turning it into a case study.

This customer success story-based case study features Lawcus, a visual legal practice management software.

Problem: The company felt that their user onboarding needed improvement because users still asked questions, affecting product adoption rates.

Solution: Content Beta suggested creating user onboarding videos to explain the product features.

Result: Their customers now prefer watching tutorial videos rather than attending demos since they started publishing the videos on YouTube.

This customer testimonial video featuring Ms. Arianna Gonzalez from Lawcus talks about how they chose Content Beta and how their initial apprehensions about hiring a remote video production service provided to be unfounded:



In conclusion, case studies are not only about showcasing your very best work but they also show customers the value that you add to their business.

Before customers hire you, they need to fully understand the value of your offering.

Effective case studies demonstrate that you understand their needs and that you are the best fit to help them achieve their goals.

Frequently Asked Questions (FAQs)

This is a type of B2B SaaS case study that focuses on how a particular company uses a product or service to achieve its goals. They are especially useful for companies that are considering using the same product or service. It can also help potential customers get a detailed look at how the product or service is used in a real-world setting.

They can help customers better understand its capabilities and whether it would be a good fit for their company. They allow the featured company to showcase their expertise and show potential customers what they are capable of achieving. Finally, they help connect with customers in a more personal way than traditional advertising.

It is a great way to show how your product or service has helped a customer. It is useful for demonstrating the results your customers have seen after using your product. Showing what your customer was doing before they used your product or service, and how their life has changed since using it.

These types of B2B SaaS case studies are especially effective for B2B SaaS products because it can be hard to show the ROI of a software product. By showing how your product has helped other businesses, you can easily demonstrate its value to potential customers.

It is a type of case study that focuses on results and is often used in business-to-business (B2B) marketing to showcase the benefits of a product or service. It is designed to show how a product or service can help solve real-world problems and deliver tangible results.

The purpose of this case study is to find and highlight a problem that your prospect is facing, then show how your product can help. Firstly, identify the main challenge that your prospect is facing. Next, analyze how your product or service can assist in resolving that challenge. The final step is to present your findings in a way that is both convincing and easy to understand.

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