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How to Collect Customer Quotes: The Ultimate Guide for B2B Marketers

Posted by Kevin Yun | Last updated Jun 6, 2024


Customer quotes are powerful tools in the B2B marketing arsenal. They provide social proof, build trust, and can significantly influence potential customers' purchasing decisions. For growth marketers, harnessing the voice of satisfied customers is crucial for driving business expansion and enhancing brand reputation. This comprehensive guide will walk you through effective strategies to collect compelling customer quotes that resonate with your target audience and amplify your marketing efforts.

Table of Contents

  1. Understanding the Value of Customer Quotes
  2. Identifying the Right Customers for Quotes
  3. Crafting an Effective Outreach Strategy
  4. Leveraging Multiple Collection Methods
  5. Creating a Seamless Quote Submission Process
  6. Crafting Compelling Questions to Generate Insightful Quotes
  7. Timing Your Requests for Maximum Impact
  8. Incentivizing Quote Submissions
  9. Obtaining Proper Permissions and Consent
  10. Editing and Formatting Customer Quotes
  11. Showcasing Quotes Effectively
  12. Measuring the Impact of Customer Quotes
  13. Best Practices for Ongoing Quote Collection
  14. Overcoming Common Challenges
  15. Conclusion

Understanding the Value of Customer Quotes

Customer quotes serve as powerful testimonials that can significantly influence potential buyers in the B2B space. They offer authentic, relatable experiences that resonate with prospects who may be considering your product or service. Here's why customer quotes are invaluable:

  • Build Trust and Credibility: Prospective clients are more likely to trust peer recommendations over company-generated marketing materials.
  • Provide Social Proof: Quotes from satisfied customers demonstrate that your offering has been tested and approved in real-world scenarios.
  • Address Pain Points: Well-chosen quotes can directly speak to the challenges and solutions that your target audience is seeking.
  • Humanize Your Brand: Customer stories add a personal touch to your marketing, making your brand more relatable and approachable.
  • Boost SEO: Including customer quotes on your website can improve search engine optimization by adding fresh, relevant content.

By leveraging customer quotes effectively, B2B marketers can create a compelling narrative that showcases the real-world value of their products or services.

Identifying the Right Customers for Quotes

Not all customer feedback is created equal. To maximize the impact of your quotes, it's crucial to identify the right customers to approach. Consider the following criteria:

  1. Success Stories: Look for customers who have achieved significant results or ROI using your product or service.
  2. Industry Relevance: Select customers from industries that align with your target market segments.
  3. Company Size and Reputation: Quotes from well-known brands or companies similar to your prospects can carry more weight.
  4. Diverse Perspectives: Aim for a mix of quotes that cover different use cases, industries, and company sizes to appeal to a broad audience.
  5. Longevity: Long-term customers can speak to the consistency and reliability of your offering.
  6. Engagement Level: Customers who actively engage with your product or support team are more likely to provide detailed, insightful quotes.

Create a shortlist of ideal candidates based on these criteria before initiating your outreach efforts.

Crafting an Effective Outreach Strategy

Once you've identified potential customers for quotes, it's time to reach out. Your approach should be personalized, respectful, and clear about your intentions. Here's how to craft an effective outreach strategy:

  1. Personalize Your Communication: Address the customer by name and reference specific details about their experience with your product or service.

  2. Explain the Purpose: Clearly state why you're reaching out and how their quote will be used.

  3. Highlight the Mutual Benefit: Explain how providing a quote can benefit them, such as increased exposure for their brand.

  4. Offer Multiple Options: Give customers choices in how they can provide feedback (e.g., written responses, phone interviews, or video testimonials).

  5. Set Clear Expectations: Outline the process, including any time commitments and deadlines.

  6. Follow Up Respectfully: If you don't receive a response, send a gentle reminder after a week or two.

Remember, the key is to make the process as easy and beneficial for the customer as possible.

Leveraging Multiple Collection Methods

To maximize your chances of collecting high-quality customer quotes, employ a variety of methods. Each approach has its strengths and can appeal to different types of customers.

Email Requests

Email remains one of the most effective ways to solicit customer quotes, especially in the B2B sector. Here's how to optimize your email requests:

  • Keep the email concise and to the point
  • Include clear instructions on how to submit a quote
  • Offer a template or examples to guide the customer
  • Provide a deadline to create a sense of urgency

Surveys and Feedback Forms

Integrate quote collection into your existing feedback processes:

  • Add an optional field for testimonials in post-purchase surveys
  • Create a dedicated feedback form on your website for customers to submit quotes
  • Use survey tools that allow for open-ended responses

Social Media Monitoring

Leverage social listening tools to capture organic mentions and testimonials:

  • Set up alerts for your brand name and product mentions
  • Engage with positive comments and ask permission to use them as quotes
  • Create branded hashtags to encourage customers to share their experiences

In-Person Interviews

Face-to-face or video interviews can yield rich, detailed quotes:

  • Conduct interviews at industry events or customer meetups
  • Schedule one-on-one calls with key accounts
  • Record the conversations (with permission) to capture authentic language

Post-Purchase Follow-ups

Integrate quote requests into your post-purchase communication:

  • Send an automated email a few weeks after purchase asking for feedback
  • Include a call-to-action for testimonials in your regular customer newsletters
  • Reach out personally to customers who have recently renewed or upgraded

By employing a mix of these methods, you'll be able to gather a diverse range of quotes that cater to different customer preferences and communication styles.

Creating a Seamless Quote Submission Process

Make it as easy as possible for customers to provide quotes by streamlining the submission process:

  1. Develop a User-Friendly Form: Create a simple, mobile-responsive form that customers can fill out quickly.

  2. Provide Clear Guidelines: Offer word count suggestions and examples of the type of feedback you're looking for.

  3. Allow for Multiple Formats: Give options for text, audio, or video submissions to cater to different preferences.

  4. Implement a Two-Step Process: For longer testimonials, consider a brief initial submission followed by a more detailed follow-up if needed.

  5. Offer Assistance: Provide a point of contact for customers who may need help or have questions about the submission process.

  6. Automate Where Possible: Use marketing automation tools to trigger quote requests based on customer actions or milestones.

  7. Test and Optimize: Regularly review your submission process and make improvements based on customer feedback and completion rates.

A frictionless submission process will increase the likelihood of customers following through with their quotes.

Crafting Compelling Questions to Generate Insightful Quotes

The questions you ask directly impact the quality of quotes you receive. Craft questions that elicit specific, detailed responses:

  1. What specific problem did our product/service solve for you?
  2. Can you describe the impact our solution has had on your business in measurable terms?
  3. What feature or aspect of our offering do you find most valuable, and why?
  4. How has working with us compared to previous solutions or vendors you've used?
  5. If you were to recommend us to a colleague, what would you say?
  6. What surprised you most about working with our company or using our product?
  7. How has our product/service helped you achieve your business goals?
  8. Can you share a specific example of how our solution improved your workflow or productivity?

Avoid yes/no questions and instead focus on prompts that encourage storytelling and specific examples.

Timing Your Requests for Maximum Impact

The timing of your quote requests can significantly affect the quality and quantity of responses you receive:

  • After Positive Interactions: Reach out following successful project completions, positive support experiences, or achievement of key milestones.
  • During Renewal or Upsell Conversations: When customers are actively engaged in discussions about continuing or expanding their relationship with you.
  • Post-Event Follow-ups: After webinars, conferences, or training sessions where customers have had positive experiences with your brand.
  • Quarterly Business Reviews: Use these meetings as opportunities to gather feedback and request quotes.
  • Product Launch or Update Feedback: When customers are experiencing new features or improvements.

Avoid asking for quotes during busy seasons for your customers' industries or immediately after any service issues.

Incentivizing Quote Submissions

While many satisfied customers are happy to provide quotes without incentives, offering rewards can increase participation rates:

Incentive Type Examples Pros Cons
Monetary Rewards Gift cards, account credits High motivation May affect authenticity
Exclusive Access Beta features, priority support Valuable to engaged customers Limited appeal to some
Recognition Featured customer stories, speaking opportunities Builds stronger relationships Not all customers want publicity
Charitable Donations Donations made in customer's name Appeals to socially conscious brands May not motivate all customers
Product Upgrades Free add-ons or extended trials Directly tied to your offering Could be perceived as self-serving

When offering incentives, be transparent about the process and ensure compliance with any relevant regulations or company policies.

Always prioritize ethical practices and legal compliance when collecting and using customer quotes:

  1. Explicit Consent: Obtain written permission to use the quote, specifying how and where it will be used.
  2. Transparency: Clearly communicate if you plan to edit the quote and offer to show the final version before publication.
  3. Right to Withdraw: Provide an easy way for customers to withdraw their quote if they change their mind.
  4. Privacy Considerations: Respect customer preferences regarding the use of their name, title, and company information.
  5. Legal Review: Have your legal team review your quote collection and usage processes to ensure compliance with privacy laws and regulations.

Create a standard release form that covers all necessary permissions and keep records of all approvals.

Editing and Formatting Customer Quotes

Once you've collected raw feedback, you may need to refine it for clarity and impact:

  • Maintain Authenticity: Preserve the customer's voice and key points while making minor edits for grammar and clarity.
  • Focus on Specifics: Highlight concrete results, metrics, and unique insights.
  • Keep it Concise: Aim for quotes that are brief enough to be easily consumed but long enough to provide context.
  • Structure for Readability: Use bullet points or short paragraphs to break up longer testimonials.
  • Include Context: Add brief introductions that provide relevant information about the customer and their use case.

Always get final approval from the customer on any edited quotes before publication.

Showcasing Quotes Effectively

Strategically place your customer quotes for maximum visibility and impact:

  • Website Testimonials Page: Create a dedicated page featuring a diverse range of customer stories.
  • Product Pages: Include relevant quotes next to specific product features or benefits.
  • Case Studies: Incorporate quotes throughout in-depth customer success stories.
  • Social Media: Share quote snippets or create visual quote cards for social platforms.
  • Email Campaigns: Integrate customer quotes into nurture sequences and promotional emails.
  • Sales Collateral: Feature testimonials in pitch decks, brochures, and proposal templates.
  • Blog Posts: Use quotes to support key points in your content marketing efforts.
  • Landing Pages: Add social proof to high-converting pages to boost conversion rates.

Rotate and update your featured quotes regularly to keep content fresh and relevant.

Measuring the Impact of Customer Quotes

To understand the effectiveness of your customer quotes, track key metrics:

  1. Conversion Rates: Compare pages with and without testimonials to measure impact on lead generation and sales.
  2. Engagement Metrics: Monitor time on page, bounce rates, and click-through rates for content featuring customer quotes.
  3. Social Sharing: Track how often pages with testimonials are shared on social media.
  4. Quote Request Response Rates: Measure the percentage of customers who respond to quote requests.
  5. Sales Cycle Impact: Analyze whether leads exposed to customer quotes move through the sales funnel faster.
  6. Brand Sentiment: Use social listening tools to gauge changes in brand perception after publishing new testimonials.
  7. Customer Feedback: Ask your sales and customer success teams if prospects mention specific quotes during interactions.

Use these insights to refine your quote collection and display strategies over time.

Best Practices for Ongoing Quote Collection

Implement these best practices to maintain a steady stream of high-quality customer quotes:

  1. Create a Quote Collection Calendar: Schedule regular outreach efforts throughout the year.
  2. Train Customer-Facing Teams: Equip sales and support staff to identify and request quote opportunities.
  3. Integrate with CRM: Use your CRM to flag satisfied customers and trigger quote requests.
  4. Develop a Quote Database: Maintain a searchable repository of approved quotes for easy access.
  5. Establish a Review Process: Regularly assess your quote inventory to ensure relevance and freshness.
  6. Celebrate Contributors: Recognize customers who provide quotes through your loyalty program or special events.
  7. Continuous Improvement: Regularly solicit feedback on your quote collection process from both customers and internal teams.

By making quote collection an ongoing priority, you'll ensure a consistent supply of up-to-date testimonials.

Overcoming Common Challenges

Address these common obstacles in your quote collection efforts:

  1. Low Response Rates: Improve by personalizing outreach, offering incentives, and simplifying the submission process.
  2. Generic Responses: Guide customers with specific questions and examples of impactful quotes.
  3. Compliance Concerns: Develop clear policies and involve legal teams early in the process.
  4. Outdated Quotes: Implement a system for regular review and updates of your quote inventory.
  5. Lack of Diverse Perspectives: Actively seek quotes from a wide range of customer segments and use cases.
  6. Customer Privacy: Offer options for anonymous or partial attribution when necessary.
  7. Internal Bottlenecks: Streamline approval processes and create templates for faster turnaround.

By anticipating and addressing these challenges, you can create a more efficient and effective quote collection system.


Collecting impactful customer quotes is a vital strategy for B2B marketers looking to enhance their social proof and drive growth. By implementing the comprehensive approaches outlined in this guide, you can create a systematic process for gathering, curating, and leveraging powerful customer testimonials. Remember that authenticity is key – let your satisfied customers tell their stories in their own words, and use their experiences to showcase the real-world value of your products or services.

As you refine your quote collection strategy, stay focused on providing value to both your customers and your prospects. Continuously seek feedback, iterate on your processes, and adapt to changing market dynamics. With persistence and a customer-centric approach, you'll build a robust library of testimonials that not only enhance your marketing efforts but also strengthen your relationships with your most valuable advocates – your satisfied customers.

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