Most case studies are terrible: a blog post, a quote, or even worse, an AI-generated image of someone that doesn’t even exist.
But when you include a named person, a specific number (like a % that something changed), and sprinkle in enough detail so that people can tell it’s real, that’s when it really converts.
Let’s look at a few examples of case studies done well:
Miro x Endava
Endava is a London-based tech services business with just over 10k staff. They rolled out Miro across the business in 2026.
Miro didn’t just ask for permission to put the Endava logo on their website; they did a full video production with the CTO, Matt Cloke, at Endava’s HQ in London.
The original plan was to put their CEO on camera, but it fell through and they went with the CTO. Which is better in my opinion because the CTO is much closer to the action when it comes to things like Miro because he has to understand the tech engineering side of the business, and that’s where Miro comes in.
The lesson here is that the biggest title doesn’t win. In fact, to the ICP, it would have diluted the message. Prospects can hear the difference when it’s coming from an end user.
And it didn’t stop there. Endava’s leadership have since told this story on Miro’s conference stage across the world. That’s gold and I’d bet it was baked into the contract.
What’s in your contracts?
Langfuse x Ramp
Langfuse is a software company that helps engineering teams monitor their AI agents. Something pretty crucial in the agentic era we’re all living in. Their customer story isn’t a testimonial like the Miro one above, it’s a recording of a demo by their customer (Ramp) at a conference.
Two real engineers with real names and faces. Actual dashboards on screen. Why they chose to use Langfuse and the results: 30% faster, 15% fewer tool calls.
Think about that. Imagine if one of your customers just randomly stood up on stage and gave a huge demo about why your tool has been amazing. That’s unfakeable. And invaluable.
The only thing Langfuse had to do was say thank you and put it at the top of the customer page!
Lights, camera, action
A recent study showed that around 36% of B2B SaaS companies include video in their case studies. However, when companies choose which case studies to prioritise, they choose the ones with video in them, to the tune of 90%.
So they do know that video is king. It’s just most can’t figure out how to get customers on camera.
And this all boils down to difficulty. Video is hard. Which means there’s a big barrier to entry. Most marketers are comfortable writing a blog post, but ask them to plan, shoot, or edit a video, and we see that most aren’t comfortable here. Which is why they end up hiring an agency for it. Which is why it doesn’t get done.
The Lesson
Get video testimonials in your contracts where you can. Get the real users of your product or service on camera singing all the praises with real numbers and real problems being solved.
Don’t just rely on blogs and logos.
Until next time,
Gary