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How to Get More Testimonials: 11 Proven Strategies for B2B Companies

Posted by Kevin Yun | Last updated Jan 29, 2024

In the B2B world, testimonials are pure gold. They provide social proof, build trust, and can significantly influence potential customers' purchasing decisions. But how do you get more of these valuable endorsements? This comprehensive guide will walk you through 11 proven strategies to help your B2B company gather more impactful testimonials.

Table of Contents

  1. Understanding the Power of Testimonials
  2. Timing is Everything: When to Ask for Testimonials
  3. Make it Easy: Streamline the Testimonial Process
  4. Leverage Email Campaigns
  5. Harness the Power of Social Media
  6. Implement a Customer Feedback Loop
  7. Offer Incentives (Carefully)
  8. Utilize Video Testimonials
  9. Create Case Studies
  10. Integrate Testimonial Requests into Your Customer Journey
  11. Follow Up and Nurture Relationships
  12. Automate the Process with Software
  13. Best Practices for Using Testimonials

Understanding the Power of Testimonials

Before diving into the strategies, it's crucial to understand why testimonials are so important for B2B companies:

  • They build credibility and trust
  • They provide social proof
  • They help overcome objections
  • They can improve SEO when used on your website
  • They offer insights into your products or services from a customer's perspective

With these benefits in mind, let's explore how to get more high-quality testimonials for your B2B business.

Timing is Everything: When to Ask for Testimonials

Knowing when to ask for a testimonial can significantly impact your success rate. Here are some ideal moments to request feedback:

  • After a successful project completion
  • When you've helped a client achieve a significant milestone
  • Following a positive interaction with your customer support team
  • After receiving unsolicited praise from a client
  • At regular intervals for long-term clients (e.g., annually)

Remember, the key is to strike while the iron is hot – when your client is feeling particularly satisfied with your product or service.

Make it Easy: Streamline the Testimonial Process

One of the biggest barriers to getting testimonials is the perceived effort required from your clients. To overcome this:

  1. Create a simple form: Design a user-friendly form with specific questions that guide the testimonial process.

  2. Use templates: Provide templates or examples to help clients structure their thoughts.

  3. Offer multiple formats: Allow clients to submit written testimonials, video recordings, or even audio clips.

  4. Keep it short: Aim for a process that takes no more than 5-10 minutes to complete.

  5. Make it mobile-friendly: Ensure your testimonial submission process works seamlessly on mobile devices.

By reducing friction in the testimonial process, you'll increase the likelihood of clients following through with their submissions.

Leverage Email Campaigns

Email remains one of the most effective ways to request testimonials from B2B clients. Here's how to optimize your email outreach:

  1. Personalize your requests: Address clients by name and reference specific projects or interactions.

  2. Craft a compelling subject line: Use subject lines that grab attention and clearly state the purpose.

  3. Keep the email concise: Clearly explain why you're reaching out and what you're asking for.

  4. Include a clear call-to-action (CTA): Make it obvious how the client can submit their testimonial.

  5. Follow up: If you don't receive a response, send a gentle reminder after a week or two.

Here's a sample email template you can adapt:

Subject: [Client Name], we'd love to hear about your experience with [Your Company]

Dear [Client Name],

We hope you're enjoying [product/service]. Your success is important to us, and we'd love to hear about your experience working with [Your Company].

Would you be willing to share a brief testimonial? It would take just a few minutes of your time and would be incredibly valuable to us.

[Link to testimonial form]

Thank you for your time and ongoing support.

Best regards,
[Your Name]
[Your Company]

Harness the Power of Social Media

Social media platforms offer a goldmine of potential testimonials. Here's how to tap into this resource:

  1. Monitor mentions: Use social listening tools to track mentions of your brand across platforms.

  2. Engage with positive feedback: When you spot positive comments, reach out and ask if you can use them as testimonials.

  3. Create a branded hashtag: Encourage clients to share their experiences using a specific hashtag.

  4. Run social media campaigns: Create campaigns specifically designed to gather testimonials.

  5. Utilize LinkedIn recommendations: For B2B companies, LinkedIn recommendations can be particularly powerful. Encourage satisfied clients to leave recommendations on your company page.

Remember to always ask for permission before using any social media content as a testimonial on your official channels.

Implement a Customer Feedback Loop

A robust customer feedback system can naturally generate testimonials. Here's how to create an effective feedback loop:

  1. Regular check-ins: Schedule periodic calls or meetings with clients to discuss their experience.

  2. Surveys: Use Net Promoter Score (NPS) or Customer Satisfaction (CSAT) surveys to gauge client sentiment.

  3. In-app feedback: If you offer a software product, incorporate feedback mechanisms within the application.

  4. Post-interaction feedback: After customer support interactions or consultations, ask for quick feedback.

  5. Annual reviews: For long-term clients, conduct yearly reviews to assess overall satisfaction.

When you receive positive feedback through these channels, follow up and ask if the client would be willing to formalize their comments into a testimonial.

Offer Incentives (Carefully)

While incentivizing testimonials can be effective, it's important to approach this strategy carefully, especially in the B2B space:

  1. Non-monetary incentives: Offer exclusive content, early access to new features, or extended support.

  2. Charitable donations: Propose making a donation to a charity of the client's choice in exchange for a testimonial.

  3. Co-marketing opportunities: Suggest featuring the client's brand in your marketing materials or case studies.

  4. Referral programs: Create a referral program where clients can earn rewards for both testimonials and referrals.

  5. Professional development: Offer free training sessions or access to industry events.

Always be transparent about any incentives offered and ensure they don't compromise the authenticity of the testimonial.

Utilize Video Testimonials

Video testimonials can be particularly compelling for B2B companies. They add a personal touch and can convey emotion more effectively than written testimonials. Here's how to incorporate video testimonials into your strategy:

  1. Offer to record: If a client is willing to give a testimonial but hesitant about the technical aspects, offer to handle the recording process.

  2. Provide guidelines: Give clear instructions on what to cover and how long the video should be.

  3. Use remote recording tools: Leverage video conferencing tools to record testimonials remotely.

  4. Edit professionally: Invest in professional editing to create polished, high-quality video testimonials.

  5. Repurpose content: Use snippets from video testimonials across various marketing channels.

Remember to obtain proper consent for using and distributing video content featuring your clients.

Create Case Studies

While not traditional testimonials, case studies serve a similar purpose and can be even more powerful for B2B companies. They provide in-depth proof of your product or service's value. Here's how to approach case studies:

  1. Identify success stories: Look for clients who have achieved significant results with your product or service.

  2. Structure the narrative: Use a problem-solution-results format to tell a compelling story.

  3. Include quantifiable results: Focus on specific, measurable outcomes achieved by the client.

  4. Incorporate quotes: Weave direct quotes from the client throughout the case study.

  5. Make it visually appealing: Use charts, graphs, and images to illustrate the client's success.

Case studies not only serve as extended testimonials but also provide valuable content for your marketing efforts.

Integrate Testimonial Requests into Your Customer Journey

Make testimonial collection a natural part of your customer journey:

  1. Onboarding: Set expectations early by mentioning that you'll ask for feedback once they've experienced value.

  2. Milestone achievements: Automatically trigger testimonial requests when clients reach certain milestones or usage levels.

  3. Regular check-ins: Include testimonial requests as part of your regular client check-in process.

  4. Renewal periods: For subscription-based services, incorporate testimonial requests into the renewal process.

  5. Exit surveys: Even when clients leave, ask for feedback on their overall experience.

By integrating testimonial requests throughout the customer lifecycle, you create multiple opportunities to gather valuable feedback.

Follow Up and Nurture Relationships

Collecting testimonials is an ongoing process that requires nurturing client relationships:

  1. Thank clients: Always express gratitude when a client provides a testimonial.

  2. Share the result: Show clients how their testimonial is being used and the impact it's having.

  3. Maintain contact: Keep in touch with clients who've provided testimonials, updating them on new developments.

  4. Offer reciprocal testimonials: If appropriate, offer to provide testimonials for your clients' services.

  5. Create a testimonial community: Consider creating a VIP group or program for clients who've provided testimonials.

Building strong, long-term relationships with clients can lead to updated testimonials and ongoing advocacy for your brand.

Automate the Process with Software

Leveraging technology can significantly streamline your testimonial collection efforts:

  1. Customer feedback platforms: Use tools that automate the process of requesting, collecting, and managing testimonials.

  2. CRM integration: Integrate testimonial requests with your CRM system to trigger at appropriate times.

  3. AI-powered analysis: Utilize AI tools to analyze customer interactions and identify potential testimonial opportunities.

  4. Automated follow-ups: Set up automated email sequences to follow up on testimonial requests.

  5. Dashboard tracking: Implement a system to track and manage your testimonial collection efforts.

By automating parts of the process, you can ensure consistency and save time, allowing you to focus on personalizing high-value testimonial requests.

Best Practices for Using Testimonials

Once you've collected testimonials, it's crucial to use them effectively:

  1. Showcase diversity: Display testimonials from various industries and company sizes to appeal to a broad audience.

  2. Update regularly: Rotate your testimonials to keep content fresh and relevant.

  3. Place strategically: Position testimonials on key pages of your website, such as the homepage, pricing page, and near CTAs.

  4. Use in multiple formats: Incorporate testimonials in various formats – text, video, social media posts – across different marketing channels.

  5. Pair with data: Whenever possible, couple testimonials with hard data to strengthen their impact.

Remember, the goal is not just to collect testimonials, but to use them effectively to build trust and drive conversions.

By implementing these 11 strategies, your B2B company can create a robust system for consistently gathering high-quality testimonials. Remember, the key to success lies in making the process easy for your clients, timing your requests appropriately, and nurturing long-term relationships. With a steady stream of authentic testimonials, you'll be well-equipped to build trust, overcome objections, and ultimately drive more business growth.

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