These 3 mistakes are killing your B2B case studies

I’ve written over 50 case studies for B2B tech companies, helping them close 6- and 7-figure deals with enterprise buyers.

And yet, I see the same mistakes over and over again—case studies that should sell but completely miss the mark.

If you’re writing a case study (or if your existing ones aren’t landing), here are three mistakes you need to avoid.

Mistake #1: Making your customer look bad

Your case studies should make your customer look smart—and even smarter for choosing your product.

Never start with:

“Before the customer bought our product, they were struggling. Everything was broken. It was a disaster.”

That makes your reader think your product is great for companies in chaos or only useful when things are falling apart. (Or that your customer doesn’t know how to run a business.)

Instead, talk about your customer as a high-performing business that needed the right solution to level up.

❌ Bad: “Everything was manual because they couldn’t manage their organic growth.”

✅ Better: “The manual processes that built their business were ready to be automated so they could scale.”

Subtle difference, but one builds credibility while the other makes your customer look like a mess.

Mistake #2: Making your product the hero

A great case study puts the spotlight on your customer—not your product.

Your customer is the hero. Your product is just the tool that helps them win.

❌ Bad: “Our product helped this customer increase sales.”

✅ Better: “Our customer increased their sales with our product.”

See the shift? The focus should always be on their success, with your product as the enabler. If a prospect reads your case study and thinks, “That could be me,” you’ve done it right.

Mistake #3: Drowning the reader in fluff instead of impact

Your case study should be a persuasive business story—not a novel or a vague marketing piece.

Skip the meaningless corporate fluff.

❌ Bad: “The company found our solution easy to use, and they loved the collaboration features.”

✅ Better: “In six months, the company reduced processing time by 38% and increased revenue by $1.4M.”

Then, tie those numbers back to your product: “By automating their workflow with our platform, they saved 20 hours per week and reinvested that time into higher-value projects.”

Specific results make case studies irresistible. They should leave your reader thinking, “I want those numbers for my business.”

Recap: How to write a case study that sells

🚀 Make your customer look great

🔑 Make them the hero, not your product

📈 Show real impact that makes prospects want to buy

A strong case study isn’t just a recap—it’s a sales asset. It should make your prospects see themselves in the success story and feel like your product is the missing piece to their own growth.

Need help turning your case studies into deal-closing machines? Let’s talk. Drop a comment or DM me.