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The Case Study Guy

Proof-Driven Growth
for B2B SaaS

Helping revenue teams fix the proof gaps that
stall pipeline, slow conversion, and cap ARR.

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Let’s identify the proof bottlenecks holding back your revenue.

Commercial Truth

Proof is the Revenue Lever SaaS Teams Overlook

When you fix your proof, you fix your growth.Proof works because buyers believe outcomes - not claims.

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Pipeline increases because:
Buyers trust your claims earlier and book more demos.

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Conversion increases because:
Your sales team can show outcomes instead of making promises.

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ARR increases because:
Proof fuels expansions, strengthens renewals,
and reduces risk perception.

There is no faster, more reliable way to increase revenue efficiency
than improving the quality, quantity, & deployment of your proof.

How We Work

The Proof-Driven
Growth Process

A systematic approach used by top SaaS commercial teams.

1 — Diagnose

We pinpoint where proof gaps are restricting pipeline,
slowing conversion, or weakening expansion.

2 — Build

We develop high-performing proof assets: testimonials,
stories, case studies, micro-proofs, ICP-relevant examples
(e.g., objection handling, deal acceleration, renewal support).

3 — Deploy

We map proof across the sales cycle, marketing funnel, and
expansion paths so your team uses the right proof at the right time.

4 — Scale

We establish a repeatable system that continuously
generates new commercial proof.

This is the system top SaaS companies rely on –
but built for your team, your market, and your growth goals.

Start Today

Fix the Proof
Gaps Holding
Back Your Growth

If you want more pipeline, better conversions, and stronger ARR,
let’s diagnose the credibility gaps that are slowing your revenue.

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A 30-minute, focused session to identify the proof gaps slowing your revenue.

AppsFlyer: Building a Case Study Engine for EMEA

Background

In 2020, AppsFlyer was experiencing a period of rapid growth across Europe, the Middle East, and Africa. At the centre of that expansion was David Llewellyn, the company’s Head of Marketing for EMEA. His challenge was clear: demonstrate AppsFlyer’s value through credible, human stories that sales and marketing could use to build trust with prospects and customers alike.While the business already produced case studies, they were inconsistent in quality and impact. As David put it, “Before Kev came in, case studies were ad hoc, reactive, and without process. Everyone saw their value, but no one owned them - there was no concerted strategy, no clarity, and far too much back-and-forth.”The absence of a defined process made it difficult to coordinate stakeholders, secure customer approvals, and maintain a consistent voice across regions and verticals.

Challenge

The EMEA marketing team recognised that case studies were an essential proof point for both inbound and outbound activity, yet the internal process to create them was fragmented. Stories were often driven by opportunistic requests from sales or product marketing, with little strategic planning.David wanted to change that. He aimed to move from reactive storytelling to a structured, proactive model that could scale across markets. “Our philosophies matched,” he explained later. “We both believed the story should centre on the customer - their goals, challenges, and outcomes - with AppsFlyer playing the supporting role. That shift in focus made the stories feel more authentic and human.”What AppsFlyer needed was more than a writer. They needed a structured system that could manage every stage of the process while upholding a consistent standard of storytelling.

Solution

To meet that need, AppsFlyer partnered with Kev Anderson, founder of The Case Study Guy and creator of the Story Stack™ methodology.
Kev’s approach combined storytelling strategy with project management rigour. While the Story Stack model provided the narrative framework - ensuring each story highlighted the customer as the hero - Kev also implemented a six-step production process designed to streamline collaboration and approvals across multiple teams.That process included:Story Discovery Call - a kickoff meeting between Kev, Regional Marketing, and Customer Success to align on goals and background.Interview Preparation - Kev created a tailored set of questions, reviewed and approved by key stakeholders.Interview - conducted by Kev, often independently, to draw out the customer’s authentic voice.Internal Draft & Redraft- involving Regional Marketing, Product Marketing, Customer Success, and occasionally Product teams.Client Approval - Kev managed the external approval process directly with customers.Production- final collaboration with design, web, and marketing to publish and promote the story.As David recalled, “From the moment I watched Kev’s LinkedIn Live interview, I had no doubt working with him would be successful. His process was exactly what we were missing - clear, structured, customer-centric - and he came across as someone we’d actually want to work with: articulate, friendly, and a real subject-matter expert.”This structure reduced internal friction, established clear ownership, and allowed stakeholders to focus on value rather than logistics.

What Happened Next?

The initial engagement began as a small pilot, with three stories planned to test the approach. Both Kev and David expected it would take months to build trust across the organisation. In reality, momentum built almost immediately.“Kev built trust incredibly fast - with CSMs and customers,” David said. “I expected it to take three to six months, but within three weeks people were saying, ‘Customers love him - how do we get him in front of more?’ The proof of concept was instant, and people quickly bought into his process because he took the lead and reduced all the internal noise.”Within weeks, internal stakeholders who had once been cautious were now enthusiastic participants. Customer Success Managers began inviting Kev to work directly with their clients, while Product Marketers and Regional Marketers saw the value of a repeatable, low-friction process that produced consistently high-quality results.

Impact

Over the following year, AppsFlyer’s EMEA team built a library of more than twenty five customer stories covering multiple industries, verticals, and product lines. These stories formed the backbone of the region’s marketing and sales enablement efforts, supporting awareness, lead generation, and retention.According to David, the impact was felt both internally and externally. “It gave marketing real credibility with sales and showed what true sales-marketing-CS collaboration looks like. Externally, our site is filled with stories across verticals and geos - driving SDR outreach, wins, SEO, paid activity, and value from top to bottom of the funnel, even upsell.”The collaboration not only delivered measurable business value but also created a new internal standard for how customer advocacy should be managed. Teams now had a proven model to follow, and customers were more engaged and willing to participate in storytelling initiatives.What began as a tactical project evolved into a scalable, strategic storytelling engine - one that balanced creativity with operational discipline.

Reflection

For Kev, the project remains one of the most formative experiences in his career. “This work with David and the AppsFlyer team validated everything I believe about storytelling,” he reflected. “When you put the customer at the centre and back it up with process and trust, you don’t just create better stories - you create better relationships.”The AppsFlyer case study program continues to serve as an example of how structure and story can coexist - and how, with the right approach, even the most complex organisations can build an authentic, repeatable engine of proof.

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