How to Write a Case Study for your B2B Business

So you want to learn how to write a case study for your B2B business. But how did you end up here?

Maybe you’ve found a potential client and you’re trying to close the sale. You did some research and learned that case studies play a vital role in B2B sales.

So you’ve decided to do it. To write a case study for your B2B business.

There’s just one problem: you don’t know how to write a case study. And that’s how you ended up reading this blog post.

Or maybe your story was a bit different. That’s okay too.

In this post, you will learn how to write a case study for your B2B business in 7 simple steps.

Let’s go.

Find a customer to be your subject

This is the first step in the process. The subject is a customer who used your services and had massive success.

When choosing your subject, make sure it’s someone who has been using your services for some time. This adds credibility to the case study.

Another thing to look for is a customer who has received significant, measurable results from your services. This forms the basis of the case study.

Here’s a tip for finding the ideal customer:

Check with your sales or customer service team. These people face customers daily, so they know them quite well.

Get customer consent

The customer must agree to do the case study before you can start. The simplest way to get permission is to send a consent letter asking for it.

An effective consent letter tells the customer how the case study will progress. It also includes the things that will be needed, such as:

  • A high quality company logo
  • A picture of the team
  • Stats before and after using your services

The letter should clearly state how the subject will benefit from the case study.

Write pre-interview questionnaire

Once the customer agrees to do the case study, it’s time for the initial questionnaire.

The aim of these questions is to get basic information to shape your story. They also prepare the subject for the real interview.

For these questions, focus on getting high level information, such as the company’s goals, other services they’ve tried before yours, and how they found out about your business.

Write the case study interview questions

The next step is to write the interview questions. These questions will collect the bulk of the information for the case study.

Focus on writing open ended questions. This allows the person to speak freely, and you are more likely to get useful quotes.

Also, use direct questions to get specific data for the case study. For example, “About how many leads were being converted each month before using our services?”

This kind of numerical data really sells a case study.

To stay organized, break your questions into different categories, such as:

  • Getting to know the customer.
  • Their challenges.
  • How they learned about your services. Or what they were looking for in a solution.
  • How they implemented your solution. Was it easy or not?
  • The results they got.

Conduct the case study interview

Finally, after all that preparation, it’s time to do the interview. The first thing you should do is set a time for the interview. Work with the customer to come up with a time that suits both of you.

Then it’s time to start the conversation. You can do this by phone, video call or face to face.

Be sure to take proper notes during the meeting. And if you need a follow up interview, let the customer know as soon as possible. Remember, people are busy, so respect their time.

Write your case study

Okay, so you’ve done all the hard work. You picked a satisfied customer, got him onboard for the case study, and did the interview.

Now it’s time to write. This should be easy, right? After all, you have all the information you need. You just need to write it down and you’re done.

But how should you write it down?

That’s a good question. Here’s the typical breakdown of a case study:

The title

This should should grab the reader’s attention. The best titles include numerical results. Here’s an example:

How Company A Increased Their Sales By 68% Using Solution B


This should give some background information about the client company. What industry is the company in? How is it similar to your target reader’s business?

The problem

What issues was the company facing before coming to you? What other solutions did they try?

Solution and implementation

Why did they choose your product or service over the competition? How hard was it to implement your solution?


What happened after using your services? Did sales increase? Did company expenses decrease? By how much? How long did it take?

Call to action

What should the reader do after reading the case study? Should he call you on the number listed below? Should he click on the link below to visit your website? Be very specific here.

Download: Get the PDF copy of this blog post for easy future reference. (How to Write a Case Study for your B2B Business: Get it here.)

Promote your case study

After all that effort, your case study is finally done. Now it’s time for the fun part. Promoting the case study.

What? Did you think you’d just put it on your website and be done with it? That would be such a waste after all that work.

Here’s what to do instead:

Use it on your sales page

In a Hawkeye study, up to 77% of B2B buyers stated that testimonials and case studies influence their decision to make a purchase.

So this is the perfect place to use a case study to convert leads.

Repurpose into a blog post

If you are using blogging to get business leads, then it makes sense to turn your case study into a blog post.

Build your email list

Offer a free copy of the case study in exchange for visitors’ email addresses.

Social media marketing

Talk about your results on social media, and link back to your landing page with your email subscription form. Or wherever you want visitors to go.

Use it in a press release

You got results that your target customers want. That is newsworthy information for them. So send out a press release. Just be sure to distribute it where your customers will see it.

Bonus: I have included the PDF copy of this post for easy future reference. (Get it here: How to Write a Case Study for your B2B Business.)

Remember, anything worth doing takes proper planning. This is no less true when writing a case study.

Need more tips on how to write a case study for your B2B business? Contact me to learn more about my case study writing and business blogging services.

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