Glossary
What is a B2B case study?
A B2B case study is a page that tells the story of one named customer’s problem, what was done about it with your product or service, and what changed as a result, written so a similar buyer can picture the same outcome.
Also called customer story, success story
Why it matters for B2B websites
B2B buyers are spending other people’s money and carrying the risk if a vendor fails. Case studies are often the proof they look for after the home page: has this company solved my problem for someone like me? Sales teams send them, buying committees forward them, and AI assistants cite them when asked who has done similar work.
A case study that names the customer, shows the work and gives checkable results beats a logo wall with no story.
What a strong case study includes
- The customer’s name, industry and size, with permission
- The problem in the customer’s own terms, and why it mattered then
- What was done, in enough detail to judge the approach
- Results with numbers where they exist, each with its source and date
- A quote from a named person at the customer
- Visuals of the actual work
- A link to the related service and a clear next step
Being honest about results
Buyers have read too many “300% more leads” claims with no context. Say what was measured, over what period and where the number came from. If the result cannot be attributed to your work alone, say so. A modest, sourced result is more convincing than a large, vague one.
Example
Each case study on our work page opens with a short overview of the client, what we did and the year, then walks through the work, before and after, and the live site today.
How we handle it
When we build a B2B site, we set up case studies as a CMS collection with fields for the problem, the work, results and sources, so every new story follows the same structure. We help write the first ones from interviews and real data. See website design.
Last updated 15 November 2026
