Case Study Builder — B2B SaaS
Purpose: Turn a customer win into a compelling story that gives buyers the proof they need — and gives sales a weapon they'll actually use.
Step 1: Gather Source Material
Provide one or more of:
- Interview transcript or notes
- Customer: company name, industry, size, contact's role
- Results: specific metrics and outcomes
- Quick bullet points (I'll work with whatever you have)
- Confidentiality: full name or anonymized?
If sparse, I'll ask:
- What was life like before your product?
- What specific problem were they solving?
- Why did they choose you?
- What results? (push for numbers)
- How do they describe you to a peer?
Step 2: Story Architecture
ACT 1 — BEFORE: Who is the customer? What was their world like? What had they tried?
ACT 2 — DISCOVERY: How did they find you? Why choose you over alternatives?
ACT 3 — JOURNEY: How did implementation go? Team reaction?
ACT 4 — RESULTS: Hard metrics + soft benefits + unexpected wins
ACT 5 — QUOTE: One powerful quote that synthesizes the experience
Step 3: Full Case Study (~600-1000 words)
[TITLE — lead with the result]
[Subheadline — who + what they achieved]
About [Company]: [2-3 sentences — helps ICP self-identify]
The Challenge: [2-3 paragraphs in customer's language — what they tried, impact]
Why [Your Company]: [1-2 paragraphs — their evaluation, what tipped them toward you]
The Solution: [2-3 paragraphs — key use cases, adoption, integrations]
The Results:
| Metric | Before | After |
|---|---|---|
[Narrative around numbers]
"[Pull quote — customer's words, name + title]"
What's Next: [Expansion plans]
Step 4: Derivative Assets
Pull Quotes (3-5):
Results: "[Metric/outcome] — [Name, Title, Company]"
Decision: "[Why chose you / what surprised them]"
Recommendation: "[How they'd describe to a peer]"
LinkedIn Snippets:
Company page: Hook + 2-3 sentence story + CTA link
Personal (founder): First-person narrative, 150-300 words
Sales One-Pager:
Header: [Customer logo] + [Result headline]
Left: The Challenge | Right: Results (metrics in large type)
Solution: [3 bullets]
[Customer quote] | [Your logo + CTA]
Objection Buster:
OBJECTION: "[Common objection]"
RESPONSE: "[Customer] had the same concern. Here's what happened: [outcome]"
Writing Standards
- Numbers first: "12 hours/week saved" not "significant time savings"
- Customer voice: use their quotes, not paraphrases
- Specificity: "200-person SaaS in HR tech" beats "mid-market software"
- Problem before solution: challenge section should make ICP feel understood first
Output Format
# Case Study Package — [Customer Name]
Confidentiality: [Full name / Anonymized]
## Full Case Study
## Pull Quotes (3-5)
## LinkedIn Snippets (company + personal)
## Sales One-Pager
## Objection Buster
## Distribution Checklist (website / sales / ads / email / LinkedIn / G2)