Most case studies follow a familiar format: problem, solution, results.

Senior decision makers expect and appreciate it. They can jump in, understand the impact of your solution, and continue the buying process.

The downside? It neglects the buyers who initially sparked the search for a solution. They need stories (not just stats).

What B2B buyers really need from social proof

Potential customers want case studies that share how their peers solved the same problems they now face.

By making your customers the “hero” of the story, other buyers in similar positions immediately relate.

Gallup research shows that 70% of buying decisions are based on emotion and justified with logic.

Your case studies must help purchasers invest emotionally and build trust, setting you apart from competitors.

For example, Grizzle write introductions for Smart Panda Labs’ case studies that drop you straight into their client’s shoes:

Engaging openers for the technical marketing agency’s case studies include:

• “As Director of Marketing, Julie Harju carried the weight of every empty seat”
• “SVP of Marketing Andrea Kazanjian inherited a premium brand with almost no digital presence”
• “CEO Mary-Lynn Clark was building up to a career-defining moment”

Buyers feel the stakes, relate to the challenges, and imagine achieving similar success—carving the path to faster purchasing decisions.

What is a hero-led case study?

A hero-led case study tells a compelling customer story while giving busy buying committees the snapshot they need to select you as a vendor.

It adds a deeper narrative layer to the tried-and-tested “problem → solution → results” framework.

Think of it as a pyramid:

• Data-led narrative (base tier). Share the challenge, how you solved it, and the ROI. Think broad brushstrokes for time-starved leaders.
• Customer story (middle tier). Explain why the data matters, how it made someone’s life easier, and why others evaluating your product should care.‍
• Multimedia elements (top tier). Build credibility with testimonial videos, graphs, and visuals. Help buyers connect with the story and overcome scepticism.

Together, these elements engage champions and make it easier for B2B buyers to make confident decisions.

Follow this eight-step process to create hero-led case studies that convert:

1. Tell the story from a human’s perspective

While your solution benefits an organization, speaking to your potential customer like a human with stresses and ambitions makes your message resonate more deeply.

Explain how you’ve made the person in the story’s job easier and how.

“Driving revenue” is great for business. But “securing a promotion” because of it is even better for the hero.

A human challenge (e.g. “I had to increase profitability without extra spend”) that you solve instantly heightens your product or service’s value. 

For example, Grizzle put CMO Dr. Patel at the heart of this Sully.ai case study.

Instead of focusing on Sully’s agentic AI, we built the narrative around what their customer wanted most: to improve patient care.

In another example, AdRoll’s case studies let customers describe their own challenges and wins: 

This first-person narrative is more engaging, credible, and trustworthy.

People buy from people. A story that shares someone’s struggles and successes is more memorable than one brand talking about another.

2. Find the right hero for your story

Find someone who genuinely loves your product and can speak to its real impact to create an authentic, persuasive case study.

In B2B, that isn’t always the final buyer. Sometimes it’s the end user or internal champion. 

Here’s where to find them:

• Customer reviews. Search G2 or Capterra for glowing write-ups that could become interviews.‍
• Net Promoter Score (NPS) surveys. Reach out to customers who scored you a nine or 10.
• Social media. Use social listening to spot fans praising you on LinkedIn and X.
• Product usage data. Look for power users with high adoption or daily activity.

Once you’ve found your hero, make it easy for them to say yes.

• Ease concerns: Share sample stories and promise review rights before publishing.
• Respect time: Be clear on the process and minimize effort by handling the heavy lifting.
• Offer value: Highlight the exposure they’ll get or sweeten it with a simple incentive.

Counter objections upfront to speed up approvals. 

3. Specify the struggle so it’s relatable

Describe specific, human details that build tension and pull people into the story. Future buyers won’t care about your hero’s success unless they feel their pain first.

This is why it’s crucial to capture emotions in customer interviews. When frustration sounds genuine, it resonates more naturally.

Take Sully’s Hillside case study.

We could’ve written, “The staff were overworked and needed to boost productivity.” But that’s forgettable.

Instead, we focused on the human-led facts and struggles.

Dr. Patel’s team spent 3–4 hours a night catching up on work from home. The business was growing. Onboarding was becoming a burden. Staff were at breaking point.

Now, the story feels more personal. You can picture the exhaustion, pressure, and urgency to fix the problem.

If potential customers recognize themselves in your case studies, they’ll stick around to see how it gets solved.

4. Get the story before the stats

Start by uncovering what led to the “X hours saved” or “Y% increase”—what the customer was facing, feeling, and fighting for when they chose your product.

In hero-led case studies, numbers hit harder when you wrap them in a relatable narrative.

For example, we ask questions in our interviews like:

“What was happening in your day-to-day before things changed?”

This wording prompts the customer to reveal the frustration, pressure from leadership, and how finally finding a solution felt like relief.

It teases a commentary before the conclusive, “How much time did you save?”.

Here are some more examples of questions that draw that story out:

• What problem or pressure pushed you to find a solution?
• What wasn’t working before?
• What stood out about our product in your search?
• What’s changed for you or your team since adopting it?
• What moment made you realize it was working?

Send these questions in advance so customers have time to reflect.

You’ll get richer insights and a case study that connects on both emotional and business levels.

5. Bridge the problem and your solution

Always include the most persuasive point in your case study—the customer’s “aha!” moment of realization.

This turning point (when they knew something had to change) transforms pain into purpose, driving the story forward.

It also helps potential buyers connect the customer’s challenge to their own and see why your product or service makes sense.

For example, Dr. Patel needed a solution before care quality suffered and turnover increased:

AdRoll’s team hit a wall with Google display ads and knew they’d plateaued:

Holiday Inn Club Vacations trusted Smart Panda Labs from a past engagement, and leaned on that partnership when new goals emerged:

Each of these crossroad moments helps future buyers see themselves in the narrative.

Use them to reveal:

• What triggered the change
• Why your solution stood out
• The key factor that made a customer say “yes”

It’s subtle selling and differentiation, told through the hero’s perspective.

6. Explain exactly how your solution works

Walk through your solution step by step, so future buyers clearly see where the value lies.

Other SaaS brands merely summarize the outcome and results.

To stand out, show how your features, use cases, and solutions drive success. This keeps people engaged and builds trust in your approach.

For example, Semrush breaks down exactly how they increased BetterVet's traffic:

• Key focus area: “Fixing overall website health”
• Specific tactics: “Cleaning up errors and old redirects”

While Sully details how agentic AI eases Dr. Patel’s workflow:

• Action: “AI Scribe Agent creates real-time clinical documentation during appointments.”
• Outcome: “Dr. Patel’s practitioners no longer take work home. They’re more present and energized.”

The clearer your process, the easier it is for buyers to picture themselves experiencing it (and decision-makers to sign off on it).

7. Connect metrics to real impact

Pair every metric with the benefit it delivered to make results meaningful and finish the story you’ve got people invested in.

This small tweak turns raw data into evidence that your solution drives outcomes that future buyers care about.

Here are a couple of examples of how Grizzle ends Sully’s case studies:

Now, you should still include results and data in your headings to catch the buying committee’s eye.

For example, Pipedrive puts their most impressive numbers front and center:

But the sales software provider also ties data into the narrative to give it meaning:

‍“In the past five years, the business has grown at an average rate of 32% year-on-year, and revenue has tripled. Pipedrive has played a key role in this—not least by helping to develop a consistent number of leads and providing clear representation of each lead source.”

Finally, don’t overlook small wins.

For example, Airtable saving Taylor Guitars 4–5 hours weekly might seem modest. But for marketers, that time reclaimed is tangible and motivating.

8. Reinforce your story with testimonial videos

Testimonial videos make your case study more engaging, authentic, and trustworthy—letting future buyers see and hear your hero’s experience firsthand.

In fact, Wyzowl research suggests that 87% of people have been convinced to buy a product or service after watching all forms of video content.

For example, Grizzle produced this video testimonial of Nile Women’s Healthcare founder Dr. Hughan Frederick:

Our expert-led editing and production turn simple Riverside interviews into high-end testimonials.

You don’t need to arrange travel or complex shoots—our team can coordinate your customer from anywhere.

Similarly, data platform Census create compelling user stories from video calls:

These remote recordings deliver the same human connection and emotional credibility as on-site productions (without the hassle).

Here are some quick tips for more impactful testimonial videos:

• Prep the customer. Share framing, background (e.g., plants or a bookcase), and lighting tips. Reassure that pausing or redoing answers is fine—you’ll fix when editing.
• Prioritize good video and audio quality. Send equipment to customers if needed.
• Prepare before recording. Test lighting, audio, and framing before you start.
• Keep it conversational. Use questions as prompts, not scripts.
• Edit for brevity. Aim for ~2 minutes and focus on key soundbites.
• Make it inclusive. Add captions and annotations for clarity and accessibility.
• Add motion design and contextual B-roll. Use simple graphics and supporting visuals to keep the story engaging and dynamic.
• Prioritize satisfaction. Let the interviewee review the final video before publishing.
• Reuse the content. Recycle pull quotes and soundbites in social posts, blogs, email campaigns, landing pages, and retargeting ads.

This visibility helps your hero’s story spread further, build trust, and create internal champions.

Make your hero shine to inspire future buyers

A hero-led narrative puts your customer’s achievements front and center—showing how they used your solution (and guidance) to solve problems and deliver results.

In making them look good, you position yourself as the trusted sidekick.

Future buyers see the path to success clearly, making internal sign-off and adoption simple.

Want help creating hero-led case studies? Book a demo today and let’s talk.

Today’s B2B buyers tune out the moment a page feels untrustworthy. Yet, weighing up options is still a key step in every buying cycle.

In this post, you’ll learn six key steps to create honest comparison pages that help best-fit customers choose your product or service.

The problem with traditional comparison pages

Most ineffective comparison pages focus too much on themselves or on discrediting competitors.

That mindset produces the same weak patterns:

• Long feature lists with no context
• Cheap shots at competitors (e.g. “X is too slow”)
• Claims with no proof (e.g. “The #1 alternative to…”)
• Tables engineered to make you look good and nothing else

None of this helps potential buyers.

People visit comparison pages to understand the real differences between options and make informed decisions.

Talking only about yourself doesn’t solve that. Tearing down competitors makes you look defensive and untrustworthy.

By being honest and objective, you’ll position your product as the best fit for the right audience while acknowledging where competitors might be a better fit for unqualified buyers.

Here are six steps to help you strike that balance.

1. Highlight unique value before any features

Lead with your product or service’s unique value. The model, process, or capabilities that make you worth choosing in the first place.

Instead of lining up every feature side by side, put your strengths right at the top to anchor your comparison in what actually matters to buyers.

For example, ActiveCampaign’s edge lies in powerful automation, which enhances every customer journey touchpoint:

It’s a clear advantage over competitors like Mailchimp. So, the comparison page starts there.

The tone is factual, not boastful, and reads like something a neutral reviewer could write.

ActiveCampaign’s positioning does the heavy lifting while recommending Mailchimp as a simpler tool for beginners:

“Because the builder is so straightforward to use, Mailchimp is a good option if you're just starting or aren’t trying to automate very much.”

The brand then positions itself as the better choice for advanced automation:

When you’re clear on what sets you apart, you don’t need hype or competitor bashing.

You just explain the value that only you provide.

Before writing any comparison page, define your specific differentiators against that competitor.

Then, build the entire narrative around those.

April Dunford’s product positioning exercise is a solid framework for this:

• Understand where you stand today and your core value
• List your unique attributes
• Link each attribute to a real customer pain point you solve
• Identify who cares most about those strengths (i.e. your ideal buyers)
• Pick a market frame that makes your value obvious to those buyers

When you anchor comparison pages to your differentiators, you give buyers clear, useful context while staying honest.

2. Create trust with your comparison tables

Strong comparison tables help potential customers make informed decisions by attracting best-fit buyers and filtering out those who aren’t a match.

While these visuals are one of the fastest ways to show how you stack up, they’re also easy to misuse.

For example, we’ve all seen tables like Asana vs. Monday:

Buyers don’t trust one product coming out on top in every category, and can tell when you’ve cherry-picked features.

Instead, focus on 6–8 core features that are directly tied to buyer needs and pain points. (Not just those you excel at.)

This keeps your brand honest and even improves usability.

NN Group eye-tracking studies suggest that people tend to read comparison tables in a lawnmower pattern.

If your table is too long or cluttered, readers struggle to keep track of information.

There will likely be products that share similar capabilities. So, the real value comes from how you frame differences.

Show strengths clearly, without pretending the competitor offers nothing.

App-building platform Nocoly simply presents facts when comparing itself to Outsystems:

The neutral tone makes the comparison feel more believable, while the differentiation on data, languages, and pricing stands out naturally (without attacking the competitor).

Don’t aim to “win” every buyer with your comparison tables. Instead, use them to clarify who you serve best.

3. Give competitors credit to strengthen your own positioning

Acknowledging where competitors shine makes your comparison page feel trustworthy and differentiators more believable.

Some competitors will outperform you in certain areas.

You know it. Buyers know it.

Being upfront about that sets your page apart from the majority and builds instant credibility.

For example, Claap recognizes Gong’s leadership in “Revenue Intelligence” instead of downplaying it:

Then, Claap explains why it’s a strong alternative to its respected competitor.

Vidyard uses a similar tactic, first acknowledging Loom as a powerful tool:

ActiveCampaign even takes this a step further, praising Mailchimp’s superior ease of use:

This kind of honesty stands out because it’s factual and confident.

It’s also the opposite of the “talk ourselves up while trashing everyone else” approach that most companies use (and buyers ignore).

It all ties back to positioning.

When you’re clear on your own strengths, giving competitors credit reinforces your authority.

Here are some tips on how to credit competitors effectively:

• Identify where others excel (e.g. features, usability, or reputation your audience respects)
• Acknowledge it clearly but briefly (one line is usually enough)
• Avoid an exaggerated tone or backhanded compliments, which can feel insincere and undermine trust
• Use visuals when possible—screenshots or data points make recognition feel factual, not promotional

This approach signals confidence. You communicate: “we know what others do well, and we still believe we’re the best fit for you.”

4. Address the real alternatives buyers are using

Buyers aren’t just comparing you to competitors. They’re also comparing you to existing processes and spreadsheets.

Highlighting and outpacing these solutions wins trust and conversions.

SaaS brands often define competitors too narrowly: “Who else makes software like ours?”

In reality, your competition includes everything buyers are currently using to solve the problem.

April Dunford calls these “status quo” solutions—the free, simple, or familiar tools people rely on before they even see your product.

For instance, many businesses manage projects in spreadsheets or via email.

Therefore, comparison content for project management platforms should address these solutions—especially in middle-of-funnel (MOFU) “alternatives” articles.

Take ClickUp, which acknowledges Excel’s value when comparing its platform to spreadsheets:

Then it subtly positions ClickUp as the more effective solution in a table:

By addressing the status quo, ClickUp earns trust before prospects even start comparing other project management tools.

Here are three ways to identify these alternative solutions:

• Ask, “How are our target customers solving this problem today?” and list the answers
• Review market research, customer interviews and sales conversations for recurring patterns
• Pinpoint the alternatives that actually influence buyer decisions to talk about

Dunford warns against “phantom competitors”—solutions your prospects don’t know or care about.

Trying to position against them dilutes your messaging and weakens your differentiation.

Focus on the alternatives that matter, show how you improve on them, and your comparison content will resonate with buyers where it counts.

5. Help buyers select the right solution for their specific needs

Comparison pages should help prospects make informed decisions about the right product for them. Don’t just pitch your product to everyone.

Your goal is to attract the right prospects and make them feel confident in their choice with genuinely helpful information.

Let’s circle back to ActiveCampaign’s Mailchimp comparison page.

It positions Mailchimp as a cheaper, simpler alternative.

Then highlights its own tool as having the “best deliverability” and “powerful (but easy to use) automation”:

Vidyard takes a similar approach vs. Loom.

Instead of answering “Which is better?” with biased sales copy, it presents an objective view and lets readers decide for themselves:

Grizzle helped XTM create an opening table to show that its website localization tool is for large enterprises.

Then, it highlights other solutions that are more suitable for small teams or solo business owners:

XTM’s ideal customer is naturally drawn to its product, while everyone else is pointed in a different direction.

Describe who your product is for (not just how it beats competitors) in comparison pages, so readers can see which solution fits their needs best.

Present features and differences clearly and transparently. Trust your positioning.

That’s how you create neutral, informative comparisons that still demonstrate superiority.

6. Use targeted customer stories to validate your claims 

Letting customers tell their own stories adds credibility and proves your product wins in the real world.

Generic reviews don’t move buyers at the comparison stage.

Hearing from people who switched from the same competitor to you does.

For example, FreshBooks nails this on its QuickBooks comparison page:

A testimonial from someone who moved from QuickBooks carries far more weight than a five-star rating with no context about why they switched.

It details the customer’s pain, the change, and the outcome achieved.

To capture this type of social proof, build it into your workflow:

• Note which product customers switched from during sales or onboarding
• Follow up a few weeks later and ask for a short interview
• Question what wasn’t working before, why they switched, and what changed after adopting your tool
• Pull the clearest quotes that map directly to the comparison you’re making

You can also borrow FreshBooks’ approach and pull switcher reviews from third-party sites like G2 or Capterra.

Brands like Nocoly take this further, inviting customers to contribute directly to comparison pages.

Founder Phil Ren explains this transparent, user-led approach:

“We regularly update this section with real, selective insights from customers. While the content is curated, it reflects genuine customer experiences and offers valuable context for potential buyers facing similar decisions.”

The more real customer experiences you highlight (especially from switchers), the more objective and persuasive your comparison pages become.

A comparison page is an extension of your positioning

When you anchor comparison pages in your unique strengths, you give best-fit buyers clear, compelling reasons to choose you.

Help potential customers evaluate fairly. Show what competitors do better. Support your claims with real-world testimonials.

Do this consistently, and comparisons will feel less like sales pitches and more like trust-builders.

Need help creating comparison pages that strengthen your credibility and drive conversions? Book a demo today and let’s chat.

Exit Five is a rare exception that 40K+ B2B marketers are excited to read.

In this post, you’ll learn five core principles from Head of Content, Danielle Messler, that you can copy to make your own newsletter more successful.

1. Write for one reader at a time to build relationships

Write each issue as if you’re sending it to one person you know, not a buyer persona, to make your newsletter feel personal.

While most B2B newsletters act like link dumps, Danielle treats every Exit Five issue as a relationship-building channel.

“Today, I’m writing an email for Chelsea because I know she’ll care about this topic. Tomorrow, it’s Amruta, who just started a job where she’s managing an 80-person marketing org.”

That small shift changes the tone instantly.

Each email is focused on solving a real problem that others are looking to solve.

Danielle’s writing feels human and conversational because she’s willing to share her own challenges, successes, and failures:

Most B2B newsletters never go there, which makes Exit Five’s stand out.

They send two newsletters each week:

• The Exit Five Weekly Newsletter (long-form strategic insights)
• Marketing Snack (bite-size tactics)

Both appeal to different reading styles. However, they follow the same relationship-driven approach to drive organic growth.

Subscribers get double the value from a single newsletter, and Danielle gets richer data to keep improving content.

By comparing long-form and bite-sized version performance, she can see:

• Themes that spark higher opens
• Formats earning the most clicks
• Where attention drops off

Those signals help Danielle fine-tune future issues, balance depth with speed, and prioritize the topics readers consistently crave.

2. Be transparent to drive trust and signups

Showing people what they’ll get from your newsletter before they subscribe removes skepticism and can increase sign-ups. 

Most B2B newsletters hide their content behind an opt-in form, which frustrates readers and makes them hesitant to opt in.

As Danielle explains:

“It’s a big ask. Our inboxes are packed with a lot of unwanted senders. To invite someone in, I think marketers have to prove why they deserve to get in the door.”

Exit Five overcomes skepticism by publishing previous issues on its newsletter landing page:

Framing the newsletter as a publication demonstrates what subscribers can expect.

It also makes it feel more thoughtfully produced with clear themes and consistent formatting, suggeting a higher editorial standard.

It also attracts the right audience: marketers who might later become community members.

This “try before you buy” approach:

• Builds trust
• Provides social proof
• Reduces perceived risk

All without adding extra work for the team.

Transparency upfront helps turn more curious readers into subscribers.

3. Give readers a clear, actionable takeaway in every email

To increase engagement and loyalty, every issue should offer practical advice that readers can apply immediately.

Danielle’s rule is:

“Make sure there’s something in your newsletter readers can learn today. Something they can implement in some way.”

Sometimes, that’s a tactical hack. Others, a strategic framework or insight from industry research.

For example, Danielle breaks down Mutiny CEO Jaleh Rezaei’s growth strategy:

Then, she explains exactly how readers can apply this strategy themselves:

To keep ideas fresh, Danielle turns to her audience and existing content to consistently deliver topics marketers care about.

Exit Five stays relevant and spots real pain points by:

• Listening to community feedback
• Monitoring trending conversations
• Repurposing proven content from LinkedIn posts, podcasts, or other channels

Then, Danielle frames every newsletter angle with a new perspective and practical steps.

Founder Dave Gerhardt labels it Exit Five’s “content flywheel”:

A post becomes a newsletter, fueling feedback that feeds future content. This creates a self-sustaining cycle of actionable insights.

So, ditch the vague summaries.

Instead, focus your newsletter on usable insights.

“Avoid regurgitating information. Add narrative and a new angle. ‘Dave talked with this person, and here’s what they said about making sure your positioning is clear instead of broad, and here’s how to do it.’”

Instead of simply reposting content:

• Extract the lesson from the original material
• Add context that explains why it matters or how it fits into a bigger picture
• Show readers how to apply it in their own work

That way, every email teaches something useful, keeps readers engaged, and gives them a reason to open the next issue.

4. Prioritize email replies to increase deliverability

Email responses are an opportunity to start two-way conversations with your subscribers and buyers. They also signal to email servers that recipients trust you with their inboxes.

While open and click-through rates matter, replies tell you who’s actually engaging while improving deliverability.

The simplest way to get replies is to ask for them.

Danielle includes value-led P.S. prompts to invite thoughts or reactions, which grabs the attention of readers who skim:

Exit Five often gets 30-40 replies per send. Almost unheard of in B2B.

Danielle has built this over time by replying to every message.

That personal touch builds trust and deepens relationships.

According to Dave Gerhardt:

“One other thing I love is Danielle's ‘PS’ tactic...super unscalable, right? She's going to email everyone the link to the article she mentioned? Yep. She will. And that's exactly why it works.”

Email automation is still crucial for B2B marketers. But it can’t replicate the human connection that spurs loyalty and advocacy.

5. Use curiosity-driven subject lines to increase opens

Exit Five’s most opened subject lines hint at relevant value within emails but withhold key details to boost open rates.

Zero Bounce research shows people are more interested in emails from work, friends, and family or brand discounts.

Relevance and subject lines are the top motivators for people opening brand emails:

To improve open rates, Danielle creates a “curiosity gap” with her subject lines:

“The art of storytelling is withholding information, but you also want to give them just enough that they know it’s valuable.”

She pulls readers in by promising a payoff without giving it away:

• “Here’s what to do when you’re not the subject matter expert”
• “The mindset shift that helps marketing leaders move faster”

Honesty is the key to making these work. Your subject line must set a realistic expectation that’s fully delivered in your email.

Exit Five’s subject lines avoid clickbait. That consistency creates an expectation with readers that they can trust them to deliver value in future issues.

One way to write better subject lines is to study emails that you open.

Make observations in length, tonality, and psychological principles at play.

For example, you might open an email with the subject line: “The one shift that doubled our pipeline”.

Adapt this to your own emails.

For example, a product analytics brand might try: “The small shift that improves your onboarding flow”.

Track open rates over time to see which hooks resonate best with your audience.

Reward people’s curiosity with real value and watch engagement compound over time.

Start now instead of striving for perfection

Successful B2B newsletters show up consistently, write for humans, and share actionable insights.

You don’t need to nail the perfect format on day one. As Danielle says, you only figure out what works by getting reps in.

Start small, iterate fast, and improve with every issue.

Need help creating a newsletter people actually enjoy? Book a call today and let’s chat.