What Should a B2B Case Study Include?

The short answer

A named customer, the problem, what you did, and a result with a number. Add a quote from a real person and one or two visuals. A reader should get the point from the headline and the first paragraph alone.

A case study at a glance

• Headline: The customer and the result
• First paragraph: Who they are, what changed and by how much
• Body: Problem, approach, outcome
• Proof: A named quote, numbers and screenshots

The parts in order

• Summary. Three lines at the top.
• The customer. Size, industry and why they went looking.
• The problem. In the customer's words.
• What was done. Specific steps.
• Results. Numbers with a time frame.
• Quote. Name, role and photo.
• Next step. A related case study or a demo link.

Common mistakes

• No numbers.
• No named person.
• Written about your product, not the customer.
• Published only as a PDF, which search engines and AI tools handle poorly.

Studio Huncho case studies follow a fixed order: introduction, challenges, strategy and impact. See our case studies.

Related reading: What Pages Does a Startup Website Need?, B2B Website Design: How to Choose an Agency, Best Website Design Agencies for SaaS Startups (2026)

FAQ

How long should a case study be?

400 to 800 words is enough for most.

What if the customer will not share numbers?

Use time saved or a qualitative result, and say so plainly.

Should case studies be gated?

No. Open pages get read, shared and cited.

Building a case study section? Tell us about your customers.