Customer stories that sell for Sage
Case studies, including interviews and one pagers, created for Brightpearl and Inventory Planner by Sage.
30+
Case studies
92%
‘More likely to buy’
#1
Asset, voted by sales
End-to-end
Interviews → copy
Making customer success count
Sage for Retail has a range of powerful software products, including Brightpearl and Inventory Planner, that help retailers tackle complex operational challenges, from demand forecasting to automation.
With such broad, technical products, showing prospective customers what they can achieve isn’t easy. But Sage has something far more persuasive than product claims: real customers with real results.
The challenge was to turn those experiences into compelling stories that would bring the products to life, demonstrate their commercial value and give the sales team credible proof to share with prospects.
Asking the right questions
A great customer story starts with asking the right questions.
With a former career in journalism, I was able to create a narrative-led approach that centres on the customer and goes beyond the standard problem-solution-results formula.
The interviews were about uncovering what really mattered: the challenges customers were facing, what prompted them to change, what happened next and, crucially, the measurable difference the software made.
That meant digging for tangible results,
strong quotes and human details that would bring each story to life.
The aim was simple: tell a compelling story that resonated with buyers and gave them the evidence they needed to make a decision.
Real stories, real results
For the long-form website case studies, I used an editorial style, with strong headlines, engaging narratives and carefully chosen quotes. Complex product features were woven naturally into each story, keeping the focus on customer challenges, solutions and results.
Each story was also SEO-optimised to attract relevant prospects through search.
I then created punchy, one-page versions specifically for the sales team, distilling each story into its most persuasive points.
These gave the sales team relevant, credible proof to share with prospects, choosing the story to address a particular pain point or overcome a particular objection.
Turning stories into sales
A winning formula
In an internal survey, the sales team voted case studies their #1 most useful marketing asset, ahead of blogs, guides, webinars and reports.
The stories made an impression on buyers, too, with 92% of prospects saying they were more likely to buy after reading.
Hannah is the go-to copywriter in the SaaS space, and for good reason.
She knows what matters to our buyers and is very good at turning messy source material into a clear, compelling narrative.
Hannah has become a trusted extension of our team. She’s easy to work with and the quality is consistently high, which is why we keep coming back to her.
- Monica Leonardi, Product Marketing Manager - Sage Retail
See the
full copy
Read some of the 30+ case studies I've created from start to finish.