In B2B marketing, customer testimonials are vital for winning business. Prospects need proof that real customers achieved results from your products and services. In other words, they want to make sure you’re worth it.
But here’s the thing: Just because you have testimonials, doesn’t mean you should use them. The key is to be selective. They should be compelling and specific about your products and services. Prospective customers want to be inspired by your results. If you don’t “wow” them right out of the gate, they’ll be leery of working with you.
How do customer testimonials benefit my business in B2B marketing?
Buyers don’t want to take on more risk than necessary. As a result, they crave trust. Merkle’s 2023 Superpowers Index underscores this point. B2B buyers ranked feeling “safe” in signing a contract as the No. 1 factor for a brand’s success. Buyers who trust brands are more likely to consider new products and services. Moreover, they’ll recommend the companies to others.
Prospects want to hear from your customers when they’re making purchase decisions. Strong customer testimonials show that you deliver on your promises. Amplify your brand and your credibility by using them in places, including your:
- Website
- Landing pages
- Case studies
- Email marketing
- Social media channels
- Webinars
- Pitch decks
- Proposals
What makes customer testimonials compelling?
The best testimonials highlight how your products or services solved specific problems. Furthermore, they speak to customers’ pain points, your solutions and the results. When you’re getting testimonials from your customers, ask for hard numbers. Examples include:
- Dollars saved
- Money made
- Percentages improved
- Time saved
When should I ask my customers for testimonials?
Many occasions are ideal times to ask your customers to provide testimonials. Therefore, check with them when you:
- Complete projects successfully. Do this when the positive experiences and outcomes are fresh in their minds.
- Receive feedback that your products or services helped them achieve their goals.
- Go above and beyond to help them solve problems.
- Get emails or other messages that thank you for your excellent service or express appreciation for your help.
- Work with long-term customers who are loyal brand advocates. They’re engaged with your business and are usually willing to provide enthusiastic testimonials.
What questions should I ask my customers?
Whether your customers agree to written or video testimonials, these questions will capture the material you need:
- What challenges were you facing before using our [products/services]?
- How have our [products/services] help address these challenges?
- Please provide examples in which our [products/services] benefited your business and describe the specific results you achieved as a result.
- What made us stand out from other options?
- What’s it been like to work with us?
- What has exceeded your expectations?
- Would you recommend our [products/services] to others? If so, why?
What's best – written or video testimonials?
Written customer testimonials and video testimonials have distinct benefits. Written testimonials can be more accessible to create, as they require less time and effort compared to video testimonials. Consequently, customers may be more willing to participate, especially if they’re camera-shy or have limited availability.
On the other hand, video testimonials are more persuasive than written ones because they allow prospects to see and hear real people sharing their experiences. As a result, prospects are more likely to believe that your customers are satisfied with your products and services. In addition, videos convey authenticity through body language, tone of voice and facial expressions. They appeal to human emotions.
And video testimonials offer a “bonus” in that you can pull customer quotes from them to use in your written B2B marketing and sales materials. For example, display high-profile customer videos on your homepage and incorporate key quotes from them on your product and service pages. Having this flexibility will help you get the most from your budget in B2B marketing.
However, video testimonials require more time and effort from you and your customers. Certainly, they’re a bigger ask and may fall flat if you don’t have the resources to create them. Every video doesn’t need expensive, high-end production, but you and your customers will have to work harder to bring them to fruition than written testimonials.
How to ask customers for written testimonials
The optimal way to ask for customer testimonials is by email. When asking, ensure the process is simple and quick. Provide clear instructions, so they’ll know what to expect.
Here’s a sample email series you can customize to your needs:
Email 1: Request a written testimonial
Subject: We’d Love to Hear About Your Experience
Hi, [Customer’s First Name],
I’m so glad to hear about your success with our [products/services]. Would you be comfortable answering a couple of questions about your experience for a testimonial? We’d like to use it on our website and in other marketing assets. It’ll take just a few minutes.
I’ll send you the testimonial for your review before we publish it. You’ll be able to modify it as you see fit. If you’re open to participating, I’ll send you the questions next.
Thank you,
[Your Name]
[Your Position]
[Your Company Name]
[Your Contact Info]
Email 2: Share your questions
Subject: Thanks for Sharing Your Feedback
Hi, [Customer’s First Name],
Thank you so much for agreeing to share your experience with our [products/services]. We truly appreciate your time and support.
Below are the questions for your testimonial. Feel free to elaborate as much as you’d like:
[INSERT QUESTIONS]
Once you’ve answered the questions, I’ll draft the testimonial and send it to you for your review and approval. If you can get back to me by [month/date], I’d appreciate it.
Thank you again for your valuable feedback.
Best regards,
[Your Name]
[Your Position]
[Your Company Name]
[Your Contact Info]
Follow-up email 1: If you don’t get a response to your initial request
Subject: Friendly Reminder: Your Testimonial for [Company Name]
Hi, [Customer’s First Name],
I hope you’re doing well. I’m reaching out again about providing a testimonial for our [products/services].
We’re excited to share your experience and would appreciate your input. It will only take a few minutes, and you’ll have the chance to review and approve the final version before we use it.
If you’re willing to participate, please let me know, and I’ll send you the questions.
Thank you,
[Your Name]
[Your Position]
[Your Company Name]
[Your Contact Info]
Follow-up email 2: If your customer declines your invitation
Subject: Your Feedback Matters – Other Ways to Share
Hi, [Customer’s First Name],
I understand that you’re unable to provide a testimonial at this time. We’d still appreciate your feedback in another format. Would you be open to sharing a short written review or participating in a case study?
Your experience with our [products/services] is important to us. Please let me know if you’d be comfortable with either of these alternatives.
Thank you for your continued support.
Warm regards,
[Your Name]
[Your Position]
[Your Company Name]
[Your Contact Info]
How to ask customers for video testimonials
In the same vein as written testimonials, emailing customers is an ideal way to gauge their interest in participating via video. You can warm them up to the idea before you provide details. Then, once they show interest in participating, follow up with them to explain the process and manage their expectations. Meanwhile, be sure to explain where and how you’ll use their videos.
If they don’t respond or if you get any resistance, explain that they’ll be able to increase awareness for their brand by sharing the videos with their networks. As an alternative, you can offer a different format. Customers who are leery of video may agree to written testimonials or case studies.
Here’s my suggested email series that you can personalize for your customers:
Email 1: Request a video testimonial
Subject: Would You Like to Share Your Success?
Hi, [Customer’s First Name],
We’re delighted by the success [Company Name] has achieved using our [products/services]. We’d love to share a testimonial from you in a video for our website and B2B marketing initiatives.
Would you be willing to participate in [time frame]? We’re collecting video with [Video Software Name], so it should be very easy. All we need is about [number/range] minutes of your time. I’ll send a follow-up email with the details and next steps if you’re open to it.
Thanks so much,
[Your Name]
[Your Position]
[Your Company Name]
[Your Contact Info]
Email 2: Set expectations
Subject: Video Testimonial Details and Next Steps
Hi, [Customer’s First Name],
Following up on my previous email, we’re inviting you to participate in a video testimonial to share your experiences with our [products/services]. Here are some details to help you prepare:
- Time commitment: The entire process will take about [time frame].
- Deadline: We’d like to complete the video by [month/date].
- What you’ll need to do: Share your thoughts about and successes using our [products/services] in an online interview that will take about [time]. We’ll record the video remotely. We’ll also send you the questions in advance.
You’ll have the chance to review and approve the video before we publish it to our site. You can watch similar video reviews on our site here [insert link].
Are you ready to move forward? If so, I’ll follow up with you to schedule the interview, share the interview questions and address any questions you may have.
Looking forward to your response.
[Your Name]
[Your Position]
[Your Company Name]
[Your Contact Info]
Email 3: Confirm the interview time/date and share the questions
Subject: Video Interview Questions and Schedule Confirmation
Hi, [Customer’s First Name],
I’m excited about our upcoming video interview scheduled for [time] on [month/date]. Thank you for agreeing to share your story with us!
To help you prepare, I’ve included the interview questions below. These questions will guide our conversation and ensure we cover the key aspects of your experiences with our [products/services]:
[INSERT QUESTIONS]
As a reminder, we’ll be using [Video Software Name] for the interview. Here’s the link to join the session in case you need it again [insert link].
I’m looking forward to our conversation and showcasing your success story!
[Your Name]
[Your Position]
[Your Company Name]
[Your Contact Info]
Follow-up email 1: If you don’t get a response to your initial request
Subject: Your Story Matters – Share It With Us!
Hi, [Customer’s First Name],
I hope you’re doing well! I’m following up on our invitation to participate in a video testimonial that would highlight your successes with our [products/services]. Sharing your story will help build awareness for your brand and introduce a new audience to your business.
If the timing or format isn’t convenient, please let me know. We can work around your schedule or explore other ways to share your experience.
Can we count you in?
Best regards,
[Your Name]
[Your Position]
[Your Company Name]
[Your Contact Info]
Follow-up email 2: Ask for a written review or a case study
Subject: We’d Love to Hear From You – Written Review or Case Study?
Hi, [Customer’s First Name],
Thank you for considering my invitation for a video testimonial. We understand if a video isn’t the right fit for you.
Would you be open to providing a written review of our [products/services] or participating in a case study instead? Your feedback is incredibly valuable to us, and we’d love to showcase your experience in the format that’s most convenient for you.
Please let me know if you’re interested in one of these alternative options.
Thank you for your time and support.
[Your Name]
[Your Position]
[Your Company Name]
[Your Contact Info]
Best practices for customer testimonials in B2B marketing
- Attribute testimonials with customers’ names, titles and companies. Anonymous testimonials aren’t credible. As a result, prospects don’t trust them. Note: If you’re in a regulated industry, such as financial services, you might not be able to identify customers. Follow your industry-specific regulations and guidelines to be sure you’re in compliance.
- Keep testimonials short. For videos, aim for one to two minutes. One to 1-1/2 minutes is the sweet spot. After that, extract the best parts of your customers’ quotes for written content. Two to three sentences is ideal.
- Avoid vague, lackluster testimonials. Statements like, “You met our expectations,” or “The team was great to work with” do your marketing more harm than good.
- Highlight measurable results. Emphasize positive outcomes with relevant statistics or performance metrics.
- Don’t name team members. Use quotes that praise your business rather than specific people.
- Aim for quality. Just because you have 25 testimonials doesn’t mean you should use them all. Select the strongest ones and omit the rest. As you get new testimonials, you can continue culling.
- Allow ample time for the process. Customers might have to get approval from their marketing and/or legal departments before they can provide testimonials. This is a common practice at large companies.
Turn customer feedback into marketing gold
Incorporating customer testimonials in your B2B marketing efforts validates your products and services and builds trust with your prospects. These authentic endorsements can differentiate your brand in a competitive market, providing the social proof that prospective clients seek.
Editor’s note: This post was originally published in September 2023 and has been updated for comprehensiveness.
