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The Advocacy Channel Ep. 22: The Anatomy of a Successful SaaS Case Study: A Deep Dive with Emily Amos

Home » Blog » The Advocacy Channel Ep. 22: The Anatomy of a Successful SaaS Case Study: A Deep Dive with Emily Amos


In the latest episode of The Advocacy Channel, we delved into the world of B2B SaaS marketing, focusing on the important role of case studies. We were joined by Emily Amos, CEO of Uplift Content, a B2B SaaS content marketing agency. 

At the core of our discussion was Emily's agency’s comprehensive research on case studies. Now in its third year, the study, involving over 100 B2B SaaS companies, is proof of the evolving landscape of B2B content marketing. "Each year, the study helps us uncover new trends, challenges, and opportunities in case study creation. It's a continuous learning process that has significantly shaped our approach," Emily shared. The study not only addresses common challenges but also sheds light on effective methodologies, making it a valuable asset for content marketers in the B2B SaaS sector.

Listen to the full episode or keep reading to learn more about her research and to gain more tips on how to create successful case studies for your business.

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Best practices for creating successful case studies

As a result of ongoing research on B2B case studies, Emily shared some useful tips on how to enhance the effectiveness of your case studies:

1. Choosing Impactful Metrics 

Listen from 08:44

The choice of metrics in a case study can significantly influence its impact. According to the report, 75% of companies include metrics in at least half of their case studies. Emily advises choosing metrics that resonate with the target audience and provide context to make them meaningful. She points out that the biggest challenge, as identified by 70% of SaaS marketers, is finding measurable results or metrics for these case studies.

"It's not just about stating numbers; it's about presenting them in a way that they matter to the reader. For instance, a software engineer might be more interested in how a solution reduces support tickets rather than just cost savings". (09:39)

2. The Art of Customer-Centric Storytelling

Listen from 15:21

Emily also spoke about the importance of making the customer the hero of the story. This approach not only enhances the authenticity of the content but also fosters a deeper connection with the audience.

"In content marketing, especially for B2B SaaS, the narrative should revolve around the customer's experiences and achievements. We are exploring storytelling formats like first-person narratives to make these stories more intimate and relatable". (15:48)

3. Streamlining Case Study Production

Listen from 17:31

Towards the end of our conversation, Emily shared insights on creating efficient processes for case study production. "It's essential to have a structured approach. This means having templates, guidelines, and a clear review process. It's about ensuring quality and consistency across all content," she advised. Emily also stressed the importance of collaboration and communication within teams to produce impactful case studies.

Challenges in Case Study Creation

Listen from 18:32

Crafting impactful case studies comes with a set of challenges.

A surprising statistic reveals that only about 12% of SaaS marketers are satisfied with their case studies. The low satisfaction rate among SaaS marketers with their case studies indicates a gap between expectation and execution.

Identifying measurable results or metrics remains the biggest challenge in case study production. Emily's approach – asking for metrics during the interview and providing questions in advance – aims to tackle this issue head-on, ensuring that the case studies are both informative and engaging.

Emerging Trends and Future Directions

Listen from 24:54

Looking to the future, Emily shared her excitement about experimenting with new formats and strategies in content marketing. "The landscape is ever-evolving, and I'm particularly interested in seeing how first-person case studies perform. There's a whole realm of personalization and connection yet to be explored in B2B content," she expressed.

Meta topic of our podcast: Maximizing SEO with Original Research 

Listen from 30:04

This is a slightly off-topic subject we briefly discussed - enhancing your SEO with original research.

In discussing SEO strategies, Emily reveals how a single comprehensive research report on case studies formed the foundation of a year-long content strategy, proving both cost-effective and efficient for her team. This approach of repurposing content and utilizing one report across various marketing channels exemplifies a strategic, resource-smart approach to evergreen content. According to Emily, over 90% of Uplift Content leads come from organic SEO.

blog post image of Emily Amos, and the title of the podcast episode that is featured in the blog post.


This episode with Emily Amos provides a comprehensive guide for B2B SaaS marketers. By incorporating these strategies into your case studies, you can significantly enhance their effectiveness and impact.

For more detailed insights, tune into the full episode of The Advocacy Channel: 

Connect with Emily on LinkedIn:

Have a question? Suggestion? Want to be a guest on the show? Email us at

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