B2B case study template: proof that sells
last updated: Sep 5, 2025
TL;DR
Use this b2b case study template to ship proof buyers trust. One page. Problem → approach → outcome, with 1–3 metrics and named quotes. Then push it into sales, website, and LinkedIn. Downloads at the end.
How to (3 things to do now):
How to (3 things to do now):
- Pick one customer and one painful use case. Get approval upfront.
- Run a 25‑minute interview to collect the numbers and quotes.
- Ship a one‑page web version, then variants for email and LinkedIn.
Glossary
- Case study. Short customer story with business outcomes.
- Champion. User who wants your product internally.
- Buying committee. Group who approves purchase.
- Objection. Reason a buyer hesitates.
- Proof point. Metric or quote that reduces risk.
- Distribution. How you get the story in front of buyers.
How to present your B2B case study
Structure
Interview prompts
Use these 9 prompts to extract numbers and quotes fast:
Layout
Distribution
Also see the founder demo script for objection handling and the value proposition for startups to align your story.
- Header: logo chip + customer line.
- Problem: what was broken and who felt it.
- Approach: what changed, shaped by your product.
- Outcome: numbers and business impact.
- Proof: quote with name, title, headshot.
- CTA: “Book a 20‑minute fit call”.
Interview prompts
Use these 9 prompts to extract numbers and quotes fast:
- What was happening before we started? Who was blocked?
- Which KPIs suffered? By how much and for how long?
- What changed after week 1, month 1, quarter 1?
- Can we name one numeric outcome tied to revenue, cost, or risk?
- What surprised you during rollout?
- Which team uses us most day to day?
- If our tool vanished tomorrow, what breaks?
- What would you tell a peer who is considering us?
- Can we use your name, title, and logo?
Layout
- One page, two scrolls on mobile.
- Visual hierarchy: logo, headline, metric badge, quote, then three boxes.
- Avoid jargon. Keep numbers and nouns.
- CTA fixed at bottom on mobile.
- Add a resource footer: product docs, SOC 2, pricing.
Distribution
- Website. Add to a “Customer stories” hub and link from matched product pages.
- Sales. Insert into sequences as step 3, under the objection it solves.
- Founder LinkedIn. Post a proof thread. Comment with the case study link. Pin it.
- Communities and review sites. Where allowed, mirror the story or link to it.
- Email. Send to your list with a single graphic and one CTA. Use the cold email playbook for placement.
- Paid. Use as the landing page for a narrow, high‑intent campaign.
Also see the founder demo script for objection handling and the value proposition for startups to align your story.
Benchmarks
What good looks like for B2B case studies (directional; use ranges, not absolutes). Uplift Content case study benchmarks and Content Marketing Institute B2B marketing statistics.
Sample math. If you plan 12 stories this year and outsource writing to save 12.5 hours each, you free 150 hours. That equals roughly 19 workdays for a single marketer.
In 90 seconds, find the bottleneck stopping your first 10 customers. Take the free quiz and get a personalized action plan.
When to use which format of case study
- One‑pager web page. Use for outbound, ads, and product pages. Goal: quick de‑risk on mobile.
- Long‑form PDF. Use when procurement or technical buyers need depth. Add implementation, integrations, and compliance.
- Video (60–120 seconds). Use on founder LinkedIn, webinars, and follow‑ups. Show the humans and the impact in 90 seconds.
Decision rule
- If the deal is early and cold, use the one‑pager.
- If the deal is mid‑funnel and technical, attach the PDF.
- If the deal is hot and human, send video plus the one‑pager link.
Templates
Case‑study doc template (one page)
Header
Problem
Approach
Outcome
Proof
CTA
Quote kit (email you send before the interview)
Subject. 6-line draft for your quote - 2 minutes to confirm
Email body.
Hi {{First}}, thanks again for being open to a short story. Here are two draft quotes and a numbers stub to make this easy. Change anything.
Quote A (user-level). “Before {{Product}}, we struggled with {{pain}}. In {{time}}, {{Product}} helped us {{result}}.”
Quote B (exec-level). “We picked {{Product}} because {{differentiator}}. It delivered {{metric}} that mattered to {{team}}.”
Numbers stub. We saw {{metric 1}} in {{time 1}} and {{metric 2}} in {{time 2}}. Optional: {{metric 3}}.
Approval. Can we publish your name, title, and logo? If legal needs a line, we can add: “Results vary.”
Interview agenda (send with the invite)
Distribution checklist
Header
- Customer logo chip
- Headline: Outcome in plain English (for example: “Cut SDR no‑shows by 28% in 30 days”)
- Subhead: Company, industry, team, region
- Metric badge: -28% no‑shows
Problem
- Who felt the pain, how it showed up, and how big it was.
Approach
- What changed. Which product parts mattered. Rollout timeline.
Outcome
- 1–3 metrics tied to revenue, cost, or risk. Add a sentence on business impact.
Proof
- Named quote with headshot. One sentence. Optional second quote for a different stakeholder.
CTA
- “Book a 20‑minute fit call” or “Get pricing”.
Quote kit (email you send before the interview)
Subject. 6-line draft for your quote - 2 minutes to confirm
Email body.
Hi {{First}}, thanks again for being open to a short story. Here are two draft quotes and a numbers stub to make this easy. Change anything.
Quote A (user-level). “Before {{Product}}, we struggled with {{pain}}. In {{time}}, {{Product}} helped us {{result}}.”
Quote B (exec-level). “We picked {{Product}} because {{differentiator}}. It delivered {{metric}} that mattered to {{team}}.”
Numbers stub. We saw {{metric 1}} in {{time 1}} and {{metric 2}} in {{time 2}}. Optional: {{metric 3}}.
Approval. Can we publish your name, title, and logo? If legal needs a line, we can add: “Results vary.”
Interview agenda (send with the invite)
- Goal: one page with 1–3 numbers and a named quote.
- Time: 25 minutes.
- We will cover: problem, approach, outcomes, and approvals.
Distribution checklist
- Website library published and linked from related product pages.
- Sales sequence step with the right objection tag.
- Founder LinkedIn thread pinned.
- Email to list with one visual and one CTA.
- Review sites updated where allowed.
- UTM links and CRM fields created.
Risks
- No numbers. Fix: use relative metrics (time saved, before/after counts), or use ranges and a named quote. Add “results vary” if legal asks.
- Anonymous story. Fix: avoid unless the brand is a must‑win logo. If you must, add screenshots and before/after artifacts.
- Overlong PDF. Fix: ship the web page first. Then expand only if sales asks.
- Slow approvals. Fix: get permission first, share an outline, set a deadline, and send the draft as bullets before prose.
- Misaligned quotes. Fix: collect one quote per stakeholder: user and exec.
FAQ
- You:What if we lack hard numbers?Guide:Use simple before/after counts, time saved, error rates, or cycle times. Your goal is direction and a named quote.
- You:How long does approval take?Guide:Plan for two weeks. Add two to four weeks if enterprise legal is involved.
- You:Can I gate the case study?Guide:If it is mid‑funnel and you need lead capture, gate the PDF. Keep the web page open for sharing.
- You:Do quotes need names and logos?Guide:Yes when possible. Named proof beats anonymous proof.
- You:How many stories do we need?Guide:Start with three: one per core use case or vertical. Scale when sales asks.
- You:Should we include screenshots?Guide:Yes, one before/after or a dashboard snapshot to anchor the metric.
- You:Do I need video?Guide:It helps late‑stage buyers. A 60–120 second human story pairs well with the one‑pager.
- You:What if results are mixed?Guide:Be honest. Pick one clear outcome and state the rest as learnings.
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