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Case studies and testimonials are B2B conversion gold.

Now, more than ever, B2B buyers are relying on the opinions and expertise of peers to make purchase decisions.

But customers don’t always jump at requests for case studies and testimonials. Not because they’re unsatisfied or unwilling—they just have other priorities.

To get more and better case studies (and prevent ghosting), try these tactics:

• Tell customers that inaction translates into approval. For instance: "We'll send a draft of the case study for approval once it's ready. From there, you'll have [time frame] to review. we’ll follow up and if we don't hear back by [date], we'll take that as your approval.” Bold, but it works.
• Highlight the promotional benefits. If your company has an audience, present the case study as a way for customers to get in front of more people. Example: "If you’re down, we’ll promote the final piece through our channels—you’ll reach [# of people].”
• Framing helps here. You can pitch this as a “customer spotlight.” Mention you’re looking for their take on industry topics and how your company has helped them on their mission.
• Offer something in return. Offer a discount or exclusive access to product upgrades. Or offer any assets used to produce your case study, like any recordings or graphics your team creates.

One of the biggest mistakes we see startups make when it comes to storytelling:

Starting stories at the beginning.

Entrepreneur Andy Smith even calls this one of the “seven deadly sins of startup storytelling.”

Instead, start where it gets interesting. Here’s a great graphic from Wes Kao illustrating the point:

Smith argues that an interesting story arc matters much more than chronology.

“…the stuff you need to hook people doesn't tend to happen early on. Events need to build, one after the other, emotionally rather than sequentially.”

This applies to any form of storytelling, from your about page to video ads to blog articles. Cut the exposition. Get right to what’s exciting or resonant.

A marketing example: The first line of this gut-punch of a video: “There’s a Rang-tan in my bedroom, and I don’t know what to do.”

How do you know where to start? Smith recommends a classic plotting technique you’ve probably seen in a movie: Write your story elements on Post-It notes, then move them around to find your opening. If it’s sensory and intriguing, it’s probably a solid starting point.

Marketers often argue about whether it’s better to send ad traffic to product detail pages (PDPs) or dedicated sales pages.

The answer?

It depends. Here are three factors that’ll help you make a decision:

• Ad format. Text-based search ads capture demand while visual formats like Facebook and Instagram create it.
• Your product and industry. Some products, like jewelry and apparel, are self-explanatory—PDPs usually perform well. Innovative products often need more explanation, which sales pages provide.
• User intent. People at the top of the marketing funnel need more information (dedicated landing page) than people at the bottom (product page).

An example:

Ritual sells multivitamins for women. They run ads on Facebook/IG as well as Google search. Using Ahrefs and Facebook’s Ad Library, you can see how the ads’ destination pages differ.

• Facebook ads → dedicated landing pages and homepage
• Search ads → homepage, PDPs, product collections

Why the difference?

If people are Googling high-intent keywords like “best womens vitamin,” it makes sense to send them to a PDP. But on Facebook, where people aren’t scrolling with the intention of buying vitamins, a dedicated landing page helps get new prospects into the funnel.

Use ad format, product, and intent to create a hypothesis of where to send your ad traffic. Then test it.