Best Practices for Marketing B2B Case Studies & Testimonials

September 10, 2023


Case studies pack a powerful punch when it comes to the purchasing process. The reason they are so important for B2B purchase decision-making is simple – they provide credible evidence that you can deliver the service and products you say you can.

When a potential customer lands on your website, they want to identify as quickly as possible whether or not you have the solution they are looking for. Your product or service pages will illustrate that you have the capability, but a case study will let them know that you are best for the job. By providing them with the details of how others have used your services and products, you provide both evidence and reassurance of what you can achieve, and a valuable, independent testimonial to your abilities and standards.

When putting together a case study, there are a few pointers to keep in mind to ensure you score that new business:

Select the Right Project

Choose a project that illustrates the type of work you want to do more of and that reflects how you want your brand to be recognised.


Create a case study that highlights each of your products or services. Categorise them by type of product, service, industry or company size – the aim is to make it easy for a potential customer to navigate your case study archive and source the information they are after.

Measurable Metrics

Use data that clearly demonstrates the impact your service has had on your client’s business. Statistics, such as ‘By using our service company X increased their annual profit by 45%’, provide proof that you deliver results and by using a date you give your customer an idea of how soon they could expect similar results.


Images help the prospect to fully visualise the process of the project. If you can, include before and after images and some during, as they all help to tell the story.

Harness the power of a results-driven marketing strategy by contacting LWS Marketing on 01903 790 100 or via