Their Words

Testimonials get you noticed. Case studies build trust. You need both.

Imagine you’re on the hunt for a new CRM. You’re doing your homework, checking out websites, watching demo videos, comparing features. One site catches your eye because, bold and reassuring, it says:

“This CRM changed the way we work. Our team loves it!” — Sarah M., Head of Sales

That’s a testimonial. Simple. Encouraging. Quick to read. But what if you’re about to drop five figures on a multi-year contract? Is that one-sentence quote enough to seal the deal?

Probably not. That’s where case studies come in.

In this post, we’re going to talk about the difference between testimonials and case studies, why they both matter, and how each one plays a different role in helping your prospects say, “Yes.”

What’s the difference between a testimonial and a case study?

Let’s break it down in plain English. Testimonials are short quotes. Usually one or two sentences. Sometimes a bit more. They’re meant to highlight quick praise from a happy customer.

They’re like applause from the audience after a good performance. Case studies are full stories. They walk you through a customer’s journey: the problem they were facing, how they found and used your solution, and the results they got.

They’re more like an entire movie. You see the struggle, the solution, and the outcome.

A quick example

Let’s say you sell accounting software. A testimonial might look like this:

“Before this software, our books were a mess. Now everything just works. Highly recommend!” — Kevin R., CFO

That’s nice to hear. But there’s a limit to how much a testimonial can teach a prospect.

Now, let’s turn it into a case study. You might tell the story of Kevin’s company, a fast-growing ecommerce brand that was managing finances in Excel until it nearly caused a tax filing disaster. You’d describe how your software helped them automate reconciliations, handle multi-currency transactions, and prepare reports in half the time. You’d share numbers (e.g., 40% reduction in month-end close time). You’d include quotes from Kevin about sleeping better at night.

See the difference? Testimonials are praise. Case studies are proof.

Testimonials are like seasoning. Case studies are the meal.

That’s a good metaphor to keep in mind. Testimonials are meant to add flavor. They’re best sprinkled across your website, on your homepage, product pages, email footers, landing pages, etc. They help build trust quickly, especially when prospects are skimming.

Case studies are the main course. They give people something to chew on. Something to sink their teeth into when they’re seriously considering buying. They help your buyer picture themselves succeeding.

Testimonials build emotion. Case studies build confidence.

Here’s a story from a startup founder I interviewed last year. He told me that early in their go-to-market journey, they loaded their website with testimonials from early customers. It sort of worked. Traffic converted. But sales calls were a slog.

Everyone kept asking, ‘Okay, but how does this actually work?’

The testimonials were doing their job: they were getting attention, creating interest, giving social proof. But they weren’t answering the deeper questions.

That’s where case studies made the difference. Once they started sharing in-depth customer stories, prospects came into sales calls more informed, more serious, and more confident.

Case studies help your buyer be the hero.

Think about how people make decisions. Especially big ones. Let’s say you're hiring a new team member. You don’t just want a resume that says “hardworking and reliable.” You want a story. You want to hear how they handled a real challenge, solved a problem, or improved something that mattered.

Buying your product is no different. Your customers are essentially hiring your product to solve a problem and do a job. People want to know: “If I buy this, will I look smart? Will I actually get the results I need?” Case studies help them see the answer. They create a little mirror where your buyer can see themselves having success.

But case studies take more work, right?

Yes, they do. But that’s why they matter so much. They require you to talk to your customers. Hear their stories. Understand what changed. And then craft something that’s both honest and useful.

And that effort pays off.

A B2B SaaS company I worked with once shared a new case study in a newsletter. Nothing fancy: just a well-told story about how a mid-size customer used their tool to slash onboarding time by 70%.

They didn’t expect much. But a prospect who’d been sitting on the fence for three months finally replied to the email. His subject line? “This is exactly the use case we’ve been wondering about.”

That case study didn’t just showcase a feature. It removed doubt. And that’s what helped close the deal.

Why you need both. Not one or the other.

Let’s be clear: testimonials are great. They’re fast. They’re easy. They’re powerful. They’re perfect for first impressions. But they’re not enough to carry someone across the finish line.

Case studies are what you need when your buyer moves from curious to cautious. When they start to compare. When they’re asking deeper questions. When they’re about to put their reputation, budget, or job performance on the line.

So don’t treat this like a competition. Think of it as a team effort. Here’s how you can use both:

Use testimonials to...

Use case studies to...

What case studies do that testimonials can’t

Here’s a closer look at the specific things case studies help you do:

1. Show how your product actually works

A testimonial says, “This worked for me.” A case study shows what wasn’t working, how your product helped, and what changed. It’s the difference between hearing “great movie!” and watching the trailer.

2. Speak to different personas and industries

Testimonials are often generic: “We love it!” Case studies let you zoom in. One might highlight a Head of HR at a 500-person company rolling out your software. Another might spotlight a startup founder automating reporting. You tailor the story to the audience.

3. Back up your marketing claims

You can say “We reduce churn by 20%.” That’s nice. But showing how a real customer did it—that’s believable.

4. Equip your sales team

A good sales rep can turn a case study into a powerful objection-killer. “I actually have a story from a customer just like you who had the same concern…”

Case study quotes are often higher quality than stand-alone testimonials

When you ask a customer for a testimonial out of the blue, they’re likely to keep it surface-level:

“Great product. Great support. Highly recommend!”

And while that’s nice, it’s not always specific or memorable. But in a case study interview, when the conversation flows and the customer has space to reflect, they get more personal. More concrete. They tell stories. They recall frustrations and breakthroughs. They name specific features or results.

That’s where the gold is. You end up with testimonial-worthy quotes that hit on real outcomes: time savings, cost reduction, team productivity, emotional relief (“I finally stopped dreading month-end”).

And because these quotes come in context, you can slice them up and use them anywhere: on landing pages, in sales decks, on social media, in email CTAs.

One case study = multiple testimonials

This is another reason case studies are such a high-ROI asset. You don’t just get one use out of them.

From a single case study, you can:

It’s like making a great meal and realizing you’ve got leftovers for days.

So the next time you publish a case study, don’t just file it away in the “resources” section and forget about it. Go back through it. Highlight those standout lines. You’ll likely find more quotable gems than you know what to do with.

And they’ll all be stronger, because they’re rooted in a real story, not a one-off compliment.

So how do you get more case studies?

Here’s the truth: most of your happiest customers would love to share their story.

They just need to be asked.

The key is to make it easy. Start with a friendly note. Ask them about the results they’ve seen. Offer to do a short interview. Keep it conversational. Respect their time. And then, when you write it up, make them the hero of the story.

(Also, if you’re collecting testimonials, some of them are probably case studies just waiting to happen. A quote like “We cut our support tickets in half” is gold. Just dig in a little deeper and turn it into a story.)

Wrapping it up

If your website is only filled with testimonials, it’s like a movie poster with five stars and no plot. People want the stars. But they also want to know what they’re getting into.

Testimonials grab attention. Case studies build belief. You need both. So keep sharing those one-liners. But don’t stop there. Tell the full stories, too. Your prospects and your sales team will thank you.

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