How do you ask a customer for a case study?

Choose a customer who is happy and has a clear result. Explain where the story will appear and how long the interview takes, offer to keep their name anonymous if they prefer, and promise they will review and approve the final version before anything is published.

What questions should you ask in a case study interview?

Ask what was happening before and what was not working, why they decided to act at that point, what else they considered, what working together was like, what has changed since, whether they can share numbers or examples and what they would tell a peer.

What should a B2B case study include?

Include a short customer profile, one headline result the customer approved, the challenge in their words, what you did and over what timeline, specific verified results and a one-sentence quote. One page is enough for most sales uses.

Free template · Sales process & deals

The B2B Case Study Template

Turn happy customers into proof that sells: the ask, interview questions and a one-page structure.

PDF · 5 pages

What's inside

How to ask and get approval
Customer interview questions
A one-page case study template
Where to use proof in sales

Who it's for

Founders who need credible proof for outreach, demos and proposals.

Why it matters

Early-stage startups have few logos and little brand recognition, so buyers lean on proof from companies like them. One specific, honest story from a real customer often does more than a page of product claims. The hard part is usually asking for it and turning a conversation into something you can publish.

Many founders delay case studies because they think they need big numbers or a famous client. What matters more is a clear before and after, told in the customer's words, with only results they can verify. A short interview and a one-page format make it possible to produce one without a marketing team.

How to use it

1Pick a happy customer who matches your ICP and saw a clear result, then ask, explaining how the story will be used and offering to keep their name anonymous.
2Run a 30-minute interview using the question list, from what was happening before to what they would tell a peer. Record only with permission.
3Draft the one-page template: customer profile, headline result, challenge, what you did, verified results and one approved quote.
4Send the draft for written approval and remove any number the customer cannot confirm before you publish it.
5Put the approved story to work on your website, in outreach to similar companies, in discovery and demos, in proposals and on LinkedIn with permission.

Read alongside it

Follow Enablemnt AI on LinkedInShort, practical posts on GTM, outbound and RevOps for early-stage B2B founders.Follow

The B2B Case Study Template: FAQ

How do you ask a customer for a case study?: Choose a customer who is happy and has a clear result. Explain where the story will appear and how long the interview takes, offer to keep their name anonymous if they prefer, and promise they will review and approve the final version before anything is published.
What questions should you ask in a case study interview?: Ask what was happening before and what was not working, why they decided to act at that point, what else they considered, what working together was like, what has changed since, whether they can share numbers or examples and what they would tell a peer.
What should a B2B case study include?: Include a short customer profile, one headline result the customer approved, the challenge in their words, what you did and over what timeline, specific verified results and a one-sentence quote. One page is enough for most sales uses.

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