Insights, Marketing
founder of Rocket SaaS
Case studies are one of the most powerful tools in your SaaS marketing and sales arsenal. They sit perfectly in the middle of the funnel, helping to push potential customers over the line when they’re considering your solution. Yet, many SaaS businesses struggle to get them. Whether it’s objections from customers, compliance issues, or simply not having a structured process, case studies often fall by the wayside.
In this article, we’ll break down exactly how to get more case studies for your SaaS business, whether you’re just starting out or dealing with reluctant customers.
Case studies serve as social proof, giving potential buyers confidence that your solution works. When they see a similar company achieving great results with your product, it dramatically increases the likelihood that they’ll sign up for a trial or book a demo.
A strong case study strategy doesn’t just support marketing, it also empowers your sales team. Having case studies that align with your different buyer personas or industry verticals can significantly boost conversion rates.
So, how do you overcome common objections and build a library of high-quality case studies?
If you’re in the early stages and don’t yet have paying customers, you need to get creative. Here are three ways to generate your first case studies:
One of the simplest ways to secure early case studies is to offer beta access or an extended free trial in return for a testimonial. Structure it as a win-win: they get to use your product for free, and you get a valuable case study.
If you’re launching a new SaaS product, invite 5–10 companies to use it for free in exchange for detailed feedback and permission to create a case study. Position it as an exclusive opportunity for them to shape the development of a new tool.
If you know anyone in your network who fits your ideal customer profile, ask them to test your product. If they genuinely find value in it, you can use their results as an early case study.
Even established SaaS companies struggle to get customers to agree to case studies. The main objections usually revolve around time constraints, legal restrictions, or simply not seeing the benefit for them. Here’s how to overcome these hurdles:
The biggest objection is often time, people just don’t want to sit down and write a testimonial or case study. Solve this by offering to write everything for them. Simply say:
“I know you’re busy, so how about I draft something for you? You can approve or tweak it before publishing.”
Nine times out of ten, they’ll say yes.
If they need an extra nudge, offer a small incentive like a discount on their next month’s subscription. A 10% discount in exchange for a case study is a small price to pay for marketing gold.
Some industries (like finance and insurance) have strict compliance rules. If a customer can’t be publicly named, create an anonymous case study:
“A leading UK fintech company increased conversions by 35% using our software.”
It’s not as strong as a named case study, but it’s still better than nothing.
To ensure you collect case studies regularly, you need a structured approach.
The best time to ask for a case study is when a customer has just achieved a great result using your product. Identify these moments and make asking for case studies a standard part of your customer success process.
Customers will often ask, “What’s in it for me?” One great answer is backlinks.
“We’ll feature you in a case study on our website and link to your site, which will improve your SEO and send referral traffic your way.”
This makes it a value-add rather than just a favour.
When writing a case study, keep it simple and follow this format:
By keeping it structured, you make it easier for customers to approve the content.
If you’re not actively collecting case studies, you’re leaving a massive marketing and sales opportunity on the table. Whether you’re a startup with no customers or an established SaaS company struggling with objections, the strategies above will help you consistently secure high-quality case studies.
Make case studies a priority, build them into your workflow, and watch as they help drive more leads, conversions, and revenue for your SaaS business.
Need help crafting compelling case studies? At Rocket SaaS, we help SaaS businesses create high-converting marketing assets, including case studies. Book a free strategy call today!
By Ryan James
Founder @ Rocket SaaS
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