How to Sell B2B SaaS Products to Decision-Makers in 2025 (With Real Case Studies)

Real Examples from the Insurance and Accounting Sectors

If you’re selling a SaaS product, you’re not just selling software—you’re selling trust, transformation, and time-saving simplicity. The problem is, everyone says that. To stand out, you need more than features. You need proof.

That’s where case study marketing comes in.

At Persuasive Marketing, we’ve used professionally written, design-rich case study magazines and video interviews to help SaaS providers win business in competitive, trust-driven industries—like insurance and aged care. In this article, we’ll show you how it works, using two real examples.

1. Turning Frustration into Growth

Client: Insdi | Industry: Insurance SaaS
Tool: Video Case Study Magazine

Chadwicks Insurance, based in South Africa, had spent six years trying to modernise their customer-facing forms. Offshore solutions didn’t comply with local regulations. Internal development cost a fortune and went nowhere. Staff were frustrated. Clients were dropping out of digital processes.

Then they found Insdi, a no-code SaaS platform that digitises customer data collection for insurers. Within six weeks, Chadwicks had nine fully working forms live.

We helped tell their story in a video-enhanced magazine built around an in-depth interview with CEO Tim Chadwick. The case study didn't just highlight features—it captured the journey of frustration, discovery, and transformation.

Why it worked:

• It addressed pain points (compliance, costs, client frustration).

• It showed before and after results.

• It put the customer’s voice front and centre, not just the SaaS provider’s.

• The digital magazine could be used in sales meetings, LinkedIn campaigns, and email outreach.

Tim’s testimonial about Insdi said it all:

“What we hadn’t been able to do in six years, Insdi got done in six weeks.”

This format brought Insdi into conversations with new prospects who instantly saw themselves in the Chadwicks story.

Since we created this publication for Insdi they have have signed to do another magazine which will promote another aspect of their business.

2. Winning in a Crowded Market with Print Case Studies

Client: Attaché Software | Industry: Accounting Software for Aged Care
Tool: Printed Newsletter Case Studies

Attaché Software was trying to sell payroll and financial software to aged care providers—a market crowded with competitors using the same bland brochures.

We helped them take a different route: a tailored print newsletter called "Aged Care News", filled with real-world case studies of aged care CEOs explaining how they saved money and improved compliance with Attaché’s system.

The result?

According to Mike Rich, Managing Director of Attaché Software:

“At this stage, we have received 20 new sales leads from one of your issues.”

He went on to say:

“Instead of sending market-standard brochures, like most of our competitors, we now have our own tailored publication… and respected industry principals tell the market how good we are, rather than ourselves spruiking why people should buy from us.”

That’s the secret. Let your customers do the talking. When their story is told well, it carries more weight than any product brochure or sales pitch.

Based on interviews with CEO's of Aged Care Villages we produced a number of print newsletters which Attache Software used to win business in Australia and New Zealand:

Testimonials from Attache Software’s Australian and New Zealand management teams

Why Case Study Marketing Sells SaaS Better

• It builds trust instantly. Prospects see your software working in the real world.

• It shortens the sales cycle. Buyers get clear answers to: “Will this work for me?”

• It stands out. No one reads a product flyer. Everyone reads a good story.

• It supports the sales team. A magazine, PDF or video they can send before or after meetings is a powerful leave-behind.

Ready to Turn Your SaaS Users Into Sales?

If you have happy clients but you’re not using their success stories in your marketing, you’re leaving money on the table. At Persuasive Marketing, we interview your customers, turn their story into professional case studies, and help you use those assets to win more business.

Print. Video. Email. LinkedIn. We’ll help you put proof at the heart of your SaaS sales strategy.