Case studies vividly illustrate how your company has successfully assisted previous or current clients. They provide real-world examples of your solutions, helping persuade potential customers. 

Whether you have an internal team that can develop case studies or you’re looking for a content marketing firm like us to tell your success stories, the data supports a singular conclusion — case studies are worth the time and resources it takes to create them. 

As a copywriter and content strategist, I’ve written close to a hundred case studies that have influenced B2B buying decisions and contributed to closing high 6-figure medical device manufacturing, product development, and a variety of other industries. 

I’ve seen firsthand how case studies — when they tell the right story — are effective sales and marketing material, especially for B2B businesses. 

But I was curious if the numbers backed up my personal experience. 

These are the most compelling stats I’ve found in favor of prioritizing case study creation. 

Statistical Reasons to Use Case Studies

1. Engagement During the Buying Process

A notable 54% of B2B buyers engage with case studies as part of their purchasing process. Furthermore, 29% of buyers cite case studies as one of the most valuable sources of information during their research. This indicates that case studies are not just supplementary content but essential components of the buyer’s journey.

2. Preferred Content Format

Case studies are highly valued during the vendor evaluation process, with 52% of B2B buyers ranking them as "very important." This highlights the necessity of having well-crafted case studies available when potential clients are comparing vendors and making their final decisions.

3. Influential in Technology Purchases

The Eccolo Media 2014 B2B Technology Content Survey Report found that case studies rank as the third most influential content type in the purchase process for both small businesses and large enterprises. This positions case studies as a critical tool for influencing decisions in the tech sector.

4. Widely Used by Top Marketers

According to the Content Marketing Institute, 73% of the most successful content marketers incorporate case studies into their strategies. This high adoption rate among leading marketers underscores the effectiveness of case studies in showcasing real success stories and driving engagement.

PRO TIP: Given that 66% of buyers choose to share business content via email, e-books emerge as an excellent format for case studies. This format is easily distributable and accessible, making it convenient for buyers to disseminate among their peers and decision-makers.

5. Driving Sales in SaaS Companies

Nearly 50% of SaaS companies report that case studies massively boost sales. This demonstrates the critical role that detailed, client-focused narratives play in convincing potential customers of the value and effectiveness of SaaS solutions.

6. Influencing the Buying Committee

37% of buyers share case studies with their buying committee members. This sharing behavior amplifies the reach and impact of your case studies, helping to sway decision-makers within an organization by providing compelling, data-backed examples of success.

7. Popular Among Marketing Agencies

Client case studies are the most popular self-promotional content tactic among US marketing agency executives. According to Neil Patel, 62.6% of eMarketer survey respondents affirm that case studies are effective in generating leads, emphasizing their role in driving new business opportunities.

Conclusion

The data speaks volumes about the power of case studies. They are highly valued by buyers, drive sales, and are crucial during the vendor evaluation process. By sharing real-world success stories, case studies build trust and demonstrate the tangible benefits of your solutions. If you haven't incorporated case studies into your content marketing strategy, now is the time to start.

Investing in well-crafted case studies can enhance your content marketing efforts, helping you generate leads, influence decision-makers, and drive sales. Start leveraging case studies and success stories today to showcase your expertise and value in the most impactful way possible.