How to Write B2B Case Studies That Drive Revenue
B2B case studies can land six- and seven-figure contracts—if they’re written right. In my last video, I covered the three biggest mistakes I see in most B2B case studies. Today, I’ll walk you through how to build a great case study from the ground up to convince your prospects to buy your product or service. I’ve written dozens of case studies that have helped close enterprise deals, and I want to show you my process. This won’t be a short video, so grab a coffee, relax, and get ready for a lot of information.
(Note: The video below goes more in-depth than this written article. You might choose to watch rather than read, but the video is over 20 minutes long.)
Step 1: Start with a Plan
Before you even start writing, know what your case study is about, how it will be used, and why you’re writing it. Think of metrics-driven titles that align with your marketing. For example, if your product helps reduce cloud costs, a title like How Our Customer Cut Their AWS Bill by 35% with Our Product sets clear expectations.
Don’t walk into a customer interview blind. Have a solid understanding of how they use your product and the results they’ve achieved. The more you know upfront, the more control you’ll have over the conversation. I also recommend sending interview questions in advance. Sometimes, we send out questionnaires so the interviewee can provide initial answers, making the live conversation more productive.
Step 2: Conduct a Great Interview
A strong case study is built on a strong interview. You can talk to a customer for 45 minutes and still walk away with nothing useful if you don’t ask the right questions. Keep the conversation results-oriented and on track—this is often your only chance to get what you need.
I book 60-minute calls when possible. If the interviewee only has 30-45 minutes, it’s tougher but doable. I structure my calls like this:
First 20 minutes: High-level background. What was life like before they bought your product? How did they choose it?
Second 20 minutes: What happened after implementation? What changed? Capture both technical results and emotional reactions. Ask: What were people thinking when they saw these results? Did you get emails? Were people excited?
Final 20 minutes: What’s happening now? How is the company using your product today, and what’s next?
I always record the call and take copious, structured notes—bulleted lists, tab indents, the works. I often have team members in the document helping with clarifications and additional questions in real time.
Step 3: Transcribe and Analyze the Interview
I use Descript for transcription—it handles international accents well and produces clean, readable transcripts. Once transcribed, I compare my notes against the transcript and highlight key moments. Then, I feed both into AI tools (that don’t train on customer data) to surface themes I may have missed. This helps me identify fresh insights, additional angles, and any gaps in my notes.
I also look for opportunities to extract strong, direct quotes that will enhance the case study. Sometimes, my clients and I will review the transcript together, leaving comments and highlights to pinpoint the most compelling moments. If the interview went particularly well, I’ll cut up the recording into social media clips that can be used to support the case study launch. This not only makes the case study more engaging but also extends its reach beyond a static PDF or webpage.
Step 4: Start with the Metadata
Before I write a word, I finalize metadata: the title, subtitle, meta description, and thumbnail (if applicable). A compelling title drives clicks and supports your overall marketing goals. It’s also flexible—adjust it if the case study takes a new direction.
Nobody reads case studies for fun. B2B buyers look for them when evaluating a purchase. Your metadata should make it clear why this case study is worth reading.
I apply my experience from running a niche YouTube channel (which has grown from 20K to 40K subscribers in under a year) to case studies—click-worthy titles are everything. If a recognizable brand is featured, put it in the headline. For example: Toyota Boosts ROAS by 68% with Our Analytics Platform.
Step 5: Outline and Draft
I start with an outline that follows basic storytelling principles:
Introduction: Establish the company’s success and set up the interviewee as the hero.
Challenge: What problems were they facing? Make it clear why your product was the obvious solution.
Implementation & Early Wins: The first positive outcomes.
Bigger Business Impact: How it made a long-term difference.
Future Plans: Where they’re going next with your product.
Step 6: Get the Details Right
A case study is only as strong as the details it includes. The more specific and accurate the information, the more compelling the story.
I always frame the interviewee as the hero of the story. Readers connect with people, not faceless companies, so making the interviewee central to the narrative increases engagement. If they share the case study on social media, their peers are more likely to interact with and amplify it.
For each client, I use a structured case study template that clearly defines the purpose of each section. This ensures consistency and clarity in storytelling. The template dictates how to structure the introduction, challenges, implementation details, and final outcomes.
To streamline the drafting process, I use AI tools customized to my writing style and expectations. The AI assists with generating structured drafts based on the interview data, but I always manually refine the content to ensure accuracy, tone, and impact. I also cross-check my draft against key interview insights to confirm that the strongest points are emphasized and that nothing critical has been omitted.
One crucial aspect is verifying numbers, statistics, and claims. If the client provided specific metrics during the interview, I confirm their accuracy before including them in the final version. Ambiguous statements or vague claims weaken credibility, so I always push for precise data.
Another key part of this stage is integrating direct quotes effectively. Rather than dropping quotes randomly, I strategically place them where they support key messages. A well-placed quote can reinforce the emotional or business impact of a solution, making the case study more persuasive.
Lastly, I ensure that the final draft aligns with the case study’s original goals. It’s easy to go off course during writing, so I periodically check back with the initial objectives. If any new, more compelling angles emerged during the interview process, I adjust the structure and messaging to reflect them.
By focusing on these details, I ensure the case study is not only accurate and persuasive but also a powerful sales tool that drives real business results.
Step 7: Get All the Revisions
Case study reviews vary by client. A small company may only need a marketing director’s approval. A large enterprise might require sign-offs from marketing, legal, product, and account teams. Some approvals take days, others take months. I’ve had case studies go so long in review that I forgot I wrote them.
After internal approval, I send the case study to the interviewee for their review. They may need to loop in additional stakeholders, which can extend the timeline.
Step 8: Publish—and Promote
Publishing on your website is just the start. If you’re co-marketing with another brand, write a press release and supporting blogs. Have emails ready for your mailing list. Provide PDFs for your sales team.
Promote on social media—but don’t just post, “Check out our new case study!” Instead, highlight key data points:
Did you know Toyota increased ROAS by 68% with our platform?
How one finance company saved $2M in compliance costs.
If you recorded a great interview, get permission to share video clips. Short clips boost engagement far more than plain text posts.
Final Thoughts
Case studies are one of the most powerful sales tools you can create, but they require planning, strong interviewing skills, and thoughtful execution. Here’s the happy path:
Have a clear plan.
Conduct a results-driven interview.
Transcribe, analyze, and refine the story.
Craft compelling metadata.
Structure the case study as a story.
Ensure accuracy and clarity.
Get all necessary approvals.
Publish and promote it effectively.
If you need help writing case studies that actually drive revenue, send me an email. We work with companies of all sizes to create compelling, high-impact case studies.
