---
title: B2B case study writing for SaaS | Mike Sharkey | B2B copywriter
description: B2B case study writing for SaaS teams. I run the interviews, find the story and turn customer stories into credible proof sales can really use.
---

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[Home](https://b2bcopywriter.uk/)*/*[What I write](https://b2bcopywriter.uk/b2b-copywriting-services)*/*Case studies

# B2B case study writing that sales will send

Your customers have good things to say. I help you turn those positive vibes into into clear, credible stories for SaaS marketing teams.

[Get a free case study review](https://b2bcopywriter.uk/contact?source=b2b-case-study-writing)

Last updated 29 October 2026

Case study: draft 3

“Significant improvements across the board.”

No number

No quote

Not signed off

Case study: ABM

2×

the ABM programme target

Sent

## Find the story worth telling

A recognisable problem, a decision someone had to make and something that changed.

That’s what buyers need from a case study. I find those details and build the story around them, including the awkward bits that make it believable.

## From customer win to useful proof

I've seen the same four failures in enough companies to stop being surprised.

01

### The numbers never turn up

Customer success has a feeling it went well. Nobody has a figure. So the draft says 'significant improvements' and everyone agrees to call that a result.

02

### Wrong customer, wrong buyer

The story is about a customer your next buyer has nothing in common with. Different industry, different problem, different stakes. Sales drops it after one call.

03

### Sign-off arrives after launch

Legal has the draft. The customer's champion has changed jobs. The quote that took a week to write gets rewritten by someone who wasn't on the call.

04

### It reads like a press release

Hero customer, hero product, no mention of anything that was hard. Buyers know when they're being sold to. They skim, and then they close the tab.

How I do it

## How I write one

Four steps. None of them are glamorous. All of them are where case studies are won or lost.

1

### Pick the right customer

Not the biggest logo. The one your next buyer sees themselves in. I ask sales which objections keep coming up and work backwards from there.

2

### Run the interview, get the numbers

I ask the dull questions about before and after, the ones that produce a figure. If there isn't a number to be had, we find out now, not after the draft.

3

### Write it for the buyer, not the customer

Problem, what changed, result. Specific enough to be believed, short enough to be read between meetings. The customer comes out looking good, but they aren't the audience.

4

### Chase the sign-off

Quote approved, figures confirmed, legal happy. Done before it goes anywhere near the website. Then cut down to whatever sales needs: a page, a one-pager, three lines for an email.

Proof

## The format, in four of my own

These are written up the way I'd write yours: the problem, what I did, what changed. Where credit is shared, the page says so.

### [£2m+ Attributed pipeline Building a content engine that generated £2m+ in pipeline A blog for a category-defining collaboration platform, built to reach buyers who weren't yet searching for the product. Read the case study →](https://b2bcopywriter.uk/case-studies/content-engine-pipeline)

### [2× The ABM programme target ABM messaging that delivered 2× target One product story told three ways, for decision-makers, functional buyers and end-user champions, without it falling apart. Read the case study →](https://b2bcopywriter.uk/case-studies/abm-2x-target)

### [66 Qualified sales opportunities Turning a dense infrastructure topic into a demand-generation story Digital sovereignty is not an easy sell. The nurture programme reached 200,000 recipients. Programme-wide figures. Copy was one part of it, and the page says so. Read the case study →](https://b2bcopywriter.uk/case-studies/sovereign-cloud-nurture)

### [2 Clear audience journeys Repositioning an enterprise service without losing what already worked One website, two very different buyers. Positioning first, copy second. Read the case study →](https://b2bcopywriter.uk/case-studies/repositioning-enterprise-service)

[All the case studies →](https://b2bcopywriter.uk/case-studies)

Which problem is this?

## If this sounds familiar, start here

[**Leads that ghost you after the first call?** Proof that matches the buyer helps.The long sales cycle →](https://b2bcopywriter.uk/long-sales-cycle)[**Sales ignoring the case studies you already have?** They're usually the wrong ones.Sales enablement →](https://b2bcopywriter.uk/sales-enablement)

Also on what I write:[Everything I write](https://b2bcopywriter.uk/b2b-copywriting-services)[B2B website copywriting](https://b2bcopywriter.uk/b2b-website-copywriting)[Sales decks and one-pagers](https://b2bcopywriter.uk/b2b-copywriting-services#sales-material)[Email sequences](https://b2bcopywriter.uk/b2b-copywriting-services#email-sequences)

Straight answers

## Questions people ask

### What is B2B case study writing?

It's turning a customer win into a short, credible story for the next buyer: the problem the customer had, what changed, and a result with a number in it. The aim is to give your sales team proof they can send, and a buying committee something to forward.

### What do you need from us to write one?

A customer willing to talk, an introduction, and whoever owns the account. I run the interview. If there is no number to be had, I'll tell you before I write a word, not after.

### How do you get customers to approve them?

Ask early, agree the quote on the call and send the draft with the sign-off route already worked out. Most case studies stall at approval, so I plan for it first, not last.

### How long should a B2B case study be?

Long enough to carry one problem, one change and one result. The web version can run longer. The version sales sends should be readable in a couple of minutes, with the number near the top.

### Do case studies shorten the sales cycle?

The right ones help. A case study that matches the buyer's industry, problem and role does some of the selling between conversations. The wrong ones just sit in a folder. Choosing the customer is half the work.

## Got a customer win nobody's written up?

Tell me who it was and what changed. If it's worth a case study, I'll say so. If it isn't, I'll say that too.

[Talk about a case study](https://b2bcopywriter.uk/contact?source=b2b-case-study-writing)

---

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