How to Get—and Use—Quotes in B2B Case Studies
Yesterday, I released a 20-minute video on how I write B2B case studies that help my clients close six-figure deals. Today, let’s talk about using quotes in case studies—including an industry secret you probably don’t know about.
Quotes are powerful storytelling tools. But if you overuse them, your case study starts feeling more like a transcript. The key is making sure the quotes work—they should reinforce your case study’s message and talk up your product.
And let’s be real: a case study is not objective journalism. It has journalistic elements, sure, but ultimately, it’s a sales and marketing tool. When done right, though, it doesn’t feel like one.
A great quote isn’t just a throwaway line—it’s a long-term marketing asset. You can use it in social media graphics, white papers, ebooks, conference videos—wherever you need proof that your product delivers.
So, how do you get good quotes? Here are three approaches I use. One of them is a little controversial.
1. Use quotes sparingly—and make them fiery hot
Some clients only want one or two customer quotes in a case study. If that’s the case, those quotes need to be headline-worthy.
I scan interview transcripts for the strongest statements. And because this isn’t journalism, I’ll sometimes stitch together two separate sentences if they make for a punchier quote.
For example, let’s say an interviewee says early on that the product was a “game-changer” and later mentions they’d “absolutely recommend it.” I might turn that into:
“I’d absolutely recommend this product. For our project XYZ, it was a total game-changer.”
Same person, same sentiment—just tightened up for impact.
I know a quote is fiery hot when my client immediately wants to use it in their marketing.
2. Use quotes liberally—but never let them be dull
For long case studies (1,200+ words) or interview-style formats, you’ll need a lot of direct quotes. But raw interview transcripts? Not readable.
Most people aren’t trained storytellers. They ramble, repeat themselves, and sometimes over-explain. That’s fine in conversation—but not in a case study.
My job is to take their words and make them work. That means:
Cutting fluff
Trimming long-winded answers
Making sure the quote actually adds to the story
Nobody is going to audit your case study against the raw interview. Your job is to craft the most compelling narrative while keeping the voice of the person intact.
So:
Don’t be boring.
Don’t make your interviewee (or their company) look bad.
Use their words to tell the best story possible.
3. (Here’s the secret): Just make up quotes
Okay, let me clarify before anyone freaks out—I don’t mean fabricate quotes out of thin air.
What I do mean is synthesizing quotes based on what the interviewee actually said.
Sometimes, an interview just doesn’t produce a strong, usable quote. That’s fine because I’m always focused on the story first. But when I need a quote, I’ll craft one that reflects the person’s sentiment and voice.
Then, I let my client know it’s a “synthesized” quote and that it needs approval.
Here’s the kicker: I have never had one of these quotes rejected. Ever.
Most interviewees don’t remember exactly what they said in a 45-60 minute interview. If the quote sounds like something they’d say, they’ll usually sign off on it.
And if they have a chance to say no—but don’t? Then it’s fair game.
Bonus Tip: Just ask for a quote
If you want a great quote, sometimes the easiest approach is to ask for one.
I’ll often prompt interviewees with something like:
“If you had to summarize your experience in one sentence, what would it be?”
“Would you recommend this to someone else? Why?”
“What was the biggest difference this product made for you?”
Nine times out of ten, you’ll get a solid quote right there.
Now go and get some 🔥 B2B quotes
When using quotes in a case study:
If you only have one or two, make them punchy and impactful.
If you’re using a lot, edit them down so they work.
If you need a better quote, write it—but get it approved.
Next time you read a case study, take a look at the quotes. Can you tell which ones were completely organic?
Now, go get yourself some fiery-hot, six-figure-deal-closing case study quotes. 🔥
