🌟 Hello - it’s me, Kev - The Case Study Guy
A new website. A sharper mission. And a new category for B2B.
This week I published a completely rebuilt website with a very clear focus:
Helping B2B SaaS companies create the proof system they need to win more deals.
But launching the site wasn’t really the headline.
What matters more is the shift behind it.
Over the last few months - through client work, interviews, diagnostics, and a lot of pattern-spotting - something became obvious:
Most SaaS companies don't have a “marketing problem” or a “sales problem”.
They have a proof problem.
And that missing proof shows up everywhere:
Deals stall
Win rates slip
Reps rely on discounts
Messaging sounds generic
Outbound gets ignored
Pricing comes under pressure
Growth becomes harder than it should be
When you peel everything back, the root cause is simple:
The buyer doesn’t have enough evidence that what you sell will deliver the outcome they want.
That realisation led me to something bigger.
Introducing a new category: Proof-Driven Growth
You’ve heard of Product-Led Growth, Sales-Led Growth, and Demand-Gen as growth models.
But none of them address a foundational truth:
Growth is impossible without trust.
Trust is impossible without proof.
So today I’m introducing the category I’ll be building my business - and my IP - around:
Proof-Driven Growth
A growth operating system where proof isn’t an afterthought - it’s the engine.
This is not about producing “more case studies” or “better testimonials”.
It is a shift in how companies think about commercial performance:
Proof → Trust → Conversion → Revenue
When proof is strong and deployed strategically, everything that matters in SaaS gets easier:
Pipeline quality
Sales velocity
Win rate
Expansion
Pricing power
When proof is weak or inconsistent, everything becomes harder.
Most SaaS companies are running “proof-light” go-to-market models without realising it.
Proof-Driven Growth gives them a framework to fix that.
Over the next few weeks, I’ll share:
The Proof-Driven Growth definition
The Proof-Driven Growth Score
A Proof Maturity Model
The diagnostic I use with SaaS teams
And how leading SaaS companies operationalise proof across the funnel
This is the work I’m dedicating myself to.
And if you’re reading this, you’re early.
You’re here as the category takes shape.
If you want a first look
Here’s the new site:
thecasestudyguy.com
And if you want me to run a 30-minute Quick-Start Proof-Driven Growth Diagnostic on your company - reply with “diagnostic” and I’ll send the details.
Closing thought
SaaS leaders are under more pressure than ever to show results.
But the companies who win in 2026 aren’t necessarily the ones with the best product or biggest budgets.
They’ll be the ones who can prove they deliver outcomes - consistently, credibly, and systematically.
That’s Proof-Driven Growth.