Case study statistics 2025: How B2B customer stories drive sales
- Marie Fryer
- Aug 22
- 4 min read
I’ve always been a fan of using customer case studies to create trust and spark interest in a business’s products or services, especially in B2B where products can be pretty complicated.  A well-crafted customer story just seems more engaging than any product-led information. And to be honest, I always loved getting out and hearing how customers were using the products in their businesses, and what they loved (and occasionally what needed to be fixed too).
And since I’m also a fan of a good statistic, I thought I’d find out what the stats had to say about the power of case studies.  And it turns out the stats are pretty compelling too. So if you’re looking to grow your business, case studies should definitely be part of your mix.
Overview:
How case studies drive more sales: From generating more leads, to building trust, and winning more frequently.
Why quality matters: the key case study features that supercharge results.
Random facts: A selection of the other interesting facts that didn't fit neatly into a box.
Need help with writing your business case studies? Check out our case study packages here or get in touch to discuss your needs.
How case studies drive more B2B sales
LOOKING FOR MORE LEADS?
According to HubSpot, companies that regularly publish high-quality case studies generate 45% more qualified leads than those that don’t (HubSpot, The State of Marketing 2025).
NEEDING TO BUILD TRUST?
UserEvidence found that case studies, along with statistical evidence were the two most trustworthy customer evidence types for B2B tech buyers.
WANTING TO INFLUENCE BUYERS' DECISION MAKING?
In their 2025 survey of B2B decision makers, Content Marketing Institute found 73% say case studies significantly influence the purchasing process
At the middle of the sales funnel (the 'interest and consideration' stages), DemandGen found 78% of buyers rely on case studies to evaluate options.
In B2B tech, case studies are rated as the most useful and most trusted content type (Isoline, 2025).
NEEDING TO HEAR MORE 'LET'S DO THIS' AND LESS 'NOT TODAY'?
B2B companies that use case studies effectively are 67% more likely to close deals (KoMarketing, 2025).
The Takeaway: Whether you want to generate more leads, shorten sales cycles, or increase win rates, building a case study library should be top of your list.
High quality customer stories
CREATE RELEVANT CASE STUDIES
Making sure your case studies are relatable to the reader helps drive home the message. UserEvidence found the following four areas defined 'relevant' for customers - a similar industry (70%), a similar use case/ problem solved (54%), a similar sized company (49%) and a similar role (45%).
INCLUDE DIRECT CUSTOMER QUOTES
Direct quotes increase credibility, and 62% of B2B decision makers say they trust case studies more when they include customer voices (Accenture, 2025).
QUANTIFYABLE RESULTS
While UserEvidence's survey was based in the tech sector, it's likely relevant to any complex purchase. Their study found buyers are looking for specificity and relevance. 67% said the most important factor when evaluating new software was compelling and statistically significant business case around potential ROI from the vendor. And 61% wanted proof of success with a similar customer.
DON'T FRUSTRATE YOUR BUYERS
According to Demand Gen (2025), the biggest turn-offs when reading content like case studies are:
Too much sales spin (48%)
Not enough data to support claims (45%)
Lack of focus on business value (44%)
The Takeaway: Not all case studies are created equal, and research shows its worth focusing on creating quality case studies if you want to turbo charge your results. That means genuine, data-backed, and customer-centric.
Don’t just rely on a few case studies (or one!) to get results. Build a library of case studies that reflects different industries, challenges, and outcomes so you always have something relevant to share with prospects.
A few other facts I found interesting
CASE STUDIES BEAT PRODUCT SHEETS
If you thought that product sheet you spend hours creating was riveting, I hate to be the one to disappoint you. But 71% of buyers prefer reading a case study to a product sheet (KoMarketing, 2025).
YOUR BUYERS AREN'T TALKING TO YOU... UNTIL THEY REALLY HAVE TO
Green Hat’s APAC B2B Buyer Journey Report 2024 shows buyers are normally 73% through their journey before even contacting a vendor.
WHO IS MAKING THE DECISION?
With an average of 7.4 people in today’s B2B buying group (Dentsu, 2025), it's no surprise purchasing decisions take time! Creating easily accessible and shareable case studies can make it easier and more effective to influence the whole buyer group.
37% of buyers forward case studies to colleagues.
66% of buyers share content via email, making e-book style case studies especially effective.
SEO BOOST
Publishing strong case studies can increase organic website traffic by 176% (Search Engine People, 2025).
NOT ALL 'SOCIAL PROOF' IS EQUAL
As someone who has written a lot of award submissions in my time (and been pretty jaded about the integrity of some awards), it was pretty heartening to read that they ranked in the three least important customer evidence factors for businesses. The other two were customer logos on the website, and the number of reviews, average review score according to UserEvidence.
STORIES BEAT STATS
Only 5% of people remember a single statistic, but 63% remember stories (Heath & Heath).
The Takeaway: Buyers are doing more independent research than ever before, and there’s normally a team that needs to be convinced, not just one person. Make your case studies interesting, easy to find, and easy to share to get the best results.
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Final word: Case studies for the win
Quality case studies are proven to be one of the best ways to engage with potential customers, showcase your offering in a meaningful way, create trust, and drive sales. But let's face it, they're time-consuming to create.
If you’re ready to start growing your business with the power of quality case studies, check out our case study packages.
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