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

Posted by Kevin Yun | Last updated Jun 2, 2024


Customer quotes are powerful tools in the B2B marketer's arsenal. They provide social proof, build credibility, and can significantly influence potential customers' purchasing decisions. But how do you go about collecting these valuable testimonials? This comprehensive guide will walk you through proven strategies to obtain compelling customer quotes that showcase your product's value and drive business growth.

Table of Contents

  1. Understanding the Power of Customer Quotes
  2. Setting the Stage for Success
  3. Leveraging Media Monitoring for Organic Quotes
  4. Conducting Effective Customer Surveys
  5. Mastering the Art of Asking for Feedback
  6. Creating a Streamlined Testimonial Request Process
  7. Crafting the Perfect Testimonial Page
  8. Maximizing the Impact of Customer Quotes
  9. Overcoming Common Challenges
  10. Measuring the Success of Your Customer Quote Strategy

Understanding the Power of Customer Quotes

Customer quotes, also known as testimonials, are endorsements from satisfied clients that highlight the value and benefits of your product or service. They serve multiple purposes in B2B marketing:

  • Building trust and credibility
  • Providing social proof
  • Showcasing real-world applications of your offering
  • Addressing potential concerns or objections
  • Differentiating your brand from competitors

When leveraged effectively, customer quotes can significantly impact your marketing efforts, leading to increased conversions, stronger customer relationships, and accelerated business growth.

Setting the Stage for Success

Before diving into specific strategies for obtaining customer quotes, it's crucial to lay the groundwork for success:

  1. Deliver exceptional products and services: The foundation of great testimonials is a customer base that genuinely loves what you offer.

  2. Foster strong customer relationships: Build rapport and maintain open lines of communication with your clients.

  3. Track customer satisfaction: Implement systems to monitor customer sentiment and identify your most enthusiastic advocates.

  4. Create a customer-centric culture: Ensure your entire organization is committed to delivering outstanding customer experiences.

  5. Develop a testimonial collection strategy: Plan how you'll systematically gather and utilize customer quotes across your marketing efforts.

By focusing on these fundamental elements, you'll create an environment where customers are more likely to provide positive feedback and endorsements.

Leveraging Media Monitoring for Organic Quotes

One of the most effective and least intrusive methods for gathering customer quotes is through media monitoring. This approach allows you to capture authentic, unsolicited feedback from across the web.

How Media Monitoring Works

  1. Set up tracking: Use a media monitoring tool to track mentions of your brand, product names, and relevant keywords across various online platforms.

  2. Analyze mentions: The tool collects and categorizes mentions, often using sentiment analysis to identify positive feedback.

  3. Identify quotes: Many media monitoring solutions offer a dedicated "Quotes" tab that highlights potential testimonials.

  4. Filter and select: Review the collected quotes and choose the most impactful and relevant ones for your marketing efforts.

Benefits of Media Monitoring for Quote Collection

  • Authenticity: Captures genuine, unprompted customer opinions
  • Real-time feedback: Provides up-to-date insights into customer sentiment
  • Diverse sources: Gathers quotes from various platforms (social media, forums, blogs, etc.)
  • Efficiency: Automates the process of finding and collecting testimonials
  • Competitive intelligence: Can also be used to monitor competitor mentions and customer feedback

Tips for Effective Media Monitoring

  • Cast a wide net by including various keywords and phrases related to your brand and products
  • Set up alerts for immediate notification of high-impact mentions
  • Regularly review and refine your tracking parameters to improve relevance
  • Look beyond just positive mentions – constructive feedback can also be valuable for product improvement and addressing customer concerns

Conducting Effective Customer Surveys

Surveys are a tried-and-true method for collecting customer feedback, including quotes that can be used as testimonials. However, to get the most valuable responses, you need to approach surveys strategically.

Designing Your Survey

  1. Keep it focused: Limit your survey to 5-10 questions to prevent respondent fatigue.

  2. Mix question types: Use a combination of multiple-choice, rating scales, and open-ended questions.

  3. Include quote-generating questions: Ask specific questions that encourage detailed, quotable responses. For example:

    • "What specific problem did our product solve for you?"
    • "How has our service impacted your business operations?"
    • "What would you tell someone who's considering our product?"
  4. Use skip logic: Tailor the survey experience based on previous answers to gather more relevant information.

  5. End with a testimonial request: Include a final question asking permission to use their responses as a testimonial.

Survey Distribution Strategies

  • Email: Send surveys to your customer list, segmenting based on factors like product usage or customer tenure.
  • In-app: Integrate surveys within your product for contextual feedback.
  • Post-interaction: Deploy surveys after key interactions, such as customer support encounters or product milestones.
  • Website: Use exit-intent popups or dedicated feedback pages on your site.

Maximizing Survey Response Rates

  • Personalize the invitation: Address customers by name and reference their specific experiences with your product.
  • Explain the purpose: Clearly communicate how their feedback will be used and why it's valuable.
  • Keep it short: Emphasize the brevity of the survey in your invitation.
  • Offer incentives: Consider providing a small reward for completion, such as a discount or entry into a prize draw.
  • Follow up: Send gentle reminders to non-respondents after a few days.

Analyzing Survey Results

  • Look for patterns in responses to identify common themes and standout quotes.
  • Pay attention to specific examples and metrics provided by customers.
  • Use text analysis tools to identify frequently used positive words and phrases.
  • Cross-reference survey responses with customer data to add context to potential quotes.

Mastering the Art of Asking for Feedback

Sometimes, the most effective way to get a customer quote is simply to ask for it directly. However, the way you approach this request can significantly impact your success rate.

Identifying the Right Customers

  • Focus on clients who have demonstrated success with your product.
  • Look for customers who have been vocal about their positive experiences.
  • Consider long-term clients who can speak to your product's ongoing value.
  • Target decision-makers or influential users within the client organization.

Timing Your Request

  • After a successful project completion or milestone
  • Following positive interactions with your support team
  • During regular check-ins or account reviews
  • In conjunction with case study or success story creation

Crafting the Perfect Ask

  1. Personalize your approach: Reference specific interactions or successes the customer has had with your product.

  2. Explain the value: Clearly communicate how their testimonial will be used and why it's important.

  3. Make it easy: Offer multiple options for providing feedback, such as a quick call, email response, or online form.

  4. Provide guidance: Suggest specific areas they might want to address in their testimonial.

  5. Offer to draft: Some customers may appreciate you creating an initial draft based on their feedback, which they can then review and approve.

  6. Be flexible: Allow customers to provide feedback in their preferred format (written, video, audio).

  7. Respect their time: Emphasize that you're looking for a brief statement, not a lengthy endorsement.

Sample Request Email Template

Subject: Your feedback could help other businesses like yours

Dear [Customer Name],

I hope this email finds you well. We've been thrilled to see the success you've achieved with [Your Product Name], particularly [specific achievement or metric].

We're reaching out because your experience could be incredibly valuable to other businesses facing similar challenges. Would you be willing to share a brief statement about how [Your Product Name] has impacted your operations?

This could be as simple as answering one or two of the following questions:
- What specific problem did [Your Product Name] solve for you?
- How has it improved your day-to-day operations?
- What results have you seen since implementing our solution?

Your insights would be featured [explain where and how the quote will be used], helping other businesses understand the real-world impact of our product.

If you're open to this, we can make the process as easy as possible for you. We're happy to:
- Schedule a quick 10-minute call to gather your thoughts
- Send you a short form to fill out at your convenience
- Draft a statement based on your previous feedback for your review and approval

Thank you for considering this request. Your partnership means a lot to us, and we're excited about the possibility of showcasing your success.

Best regards,
[Your Name]
[Your Position]
[Your Company]

Following Up

  • If you don't receive a response, send a polite reminder after a week.
  • Be prepared to provide additional information or clarification if requested.
  • Thank customers promptly for their contributions, regardless of the outcome.

Creating a Streamlined Testimonial Request Process

To consistently gather high-quality customer quotes, it's essential to develop a systematic approach. This ensures that seeking testimonials becomes an integral part of your customer relationship management.

Implementing a Testimonial Request Workflow

  1. Identify triggers: Define specific events or milestones that prompt a testimonial request, such as:

    • Achieving a certain usage threshold
    • Completing an onboarding process
    • Renewing a subscription
    • Resolving a support ticket with high satisfaction
  2. Automate the initial outreach: Use your CRM or marketing automation tool to send personalized requests when triggers are met.

  3. Provide multiple response options: Offer various ways for customers to submit their testimonials:

    • Online form
    • Email reply
    • Scheduled call
    • Video submission
  4. Create templates: Develop a set of email templates and forms that can be easily customized for different customer segments or use cases.

  5. Establish a review process: Set up a system for quickly reviewing and approving submitted testimonials.

  6. Implement a feedback loop: Regularly analyze the effectiveness of your request process and refine it based on response rates and quality of testimonials received.

Designing an Effective Testimonial Request Form

A well-crafted form can significantly increase the quality and usability of the testimonials you receive. Here's what to include:

  1. Basic information:

    • Name
    • Job title
    • Company name
    • Industry
  2. Product-specific questions:

    • Which features do you use most?
    • What problems has our product solved for you?
    • How long have you been using our product?
  3. Impact questions:

    • What specific results have you achieved?
    • How has our product improved your workflow?
    • What would you say to someone considering our product?
  4. Quantifiable metrics:

    • Percentage improvement in relevant KPIs
    • Time or money saved
    • Increase in productivity or efficiency
  5. Overall satisfaction:

    • Net Promoter Score (NPS) or similar rating
    • Likelihood to recommend to others
  6. Media consent:

    • Permission to use their name and company
    • Approval for using their logo
    • Willingness to participate in case studies or video testimonials
  7. Open-ended feedback:

    • Space for additional comments or insights

Tips for Higher Form Completion Rates

  • Keep the form as short as possible while still gathering necessary information
  • Use conditional logic to show relevant questions based on previous answers
  • Provide clear instructions and examples for each question
  • Offer the option to save progress and return later
  • Ensure the form is mobile-friendly for on-the-go completion

Crafting the Perfect Testimonial Page

A well-designed testimonial page can be a powerful asset in your B2B marketing strategy. It serves as a centralized hub for showcasing customer success stories and can significantly influence potential buyers' decisions.

Elements of an Effective Testimonial Page

  1. Diverse representation: Include testimonials from various industries, company sizes, and use cases to appeal to a broad audience.

  2. Multiple formats: Incorporate a mix of written quotes, video testimonials, and case studies to cater to different preferences.

  3. Specific results: Highlight concrete metrics and achievements to demonstrate the tangible value of your product.

  4. Customer context: Provide brief background information on each featured client to add credibility and relevance.

  5. Visual appeal: Use high-quality images, including customer logos and portraits, to enhance the page's visual impact.

  6. Searchability: Implement filters or categories to help visitors find the most relevant testimonials quickly.

  7. Call-to-action: Include clear next steps for visitors, such as requesting a demo or starting a free trial.

Organizing Your Testimonial Page

Consider structuring your testimonial page in a way that guides visitors through a compelling narrative:

  1. Featured testimonials: Start with your strongest, most impactful quotes or video testimonials.

  2. Industry-specific sections: Group testimonials by industry to help visitors quickly find relevant examples.

  3. Problem-solution pairings: Organize testimonials around common challenges your product solves.

  4. Success metrics: Create a section highlighting key performance indicators and results achieved by customers.

  5. In-depth case studies: Provide links to more detailed customer success stories for those wanting deeper insights.

  6. User-generated content: If applicable, showcase social media mentions or reviews from third-party platforms.

Keeping Your Testimonial Page Fresh

  • Regularly update the page with new testimonials to demonstrate ongoing customer satisfaction.
  • Rotate featured testimonials to ensure all segments of your target audience are represented.
  • Consider implementing a "Testimonial of the Month" feature to highlight recent successes.
  • Periodically review and remove outdated testimonials that may no longer reflect your current offering.

Maximizing the Impact of Customer Quotes

Once you've collected powerful customer quotes, it's crucial to leverage them effectively across your marketing efforts. Here are strategies to maximize their impact:

Strategic Placement

Integrate customer quotes throughout your marketing materials and customer journey:

  1. Website: Beyond your dedicated testimonial page, incorporate relevant quotes on:

    • Homepage
    • Product pages
    • Pricing page
    • About Us page
  2. Email marketing: Include testimonials in:

    • Nurture campaigns
    • Onboarding sequences
    • Newsletters
    • Re-engagement emails
  3. Sales collateral: Feature quotes in:

    • Pitch decks
    • Product brochures
    • Proposal templates
  4. Social media: Share testimonials across platforms:

    • Create quote graphics for visual impact
    • Use video snippets from customer interviews
    • Highlight customer success milestones
  5. Paid advertising: Incorporate testimonials in:

    • Display ads
    • Sponsored content
    • Retargeting campaigns
  6. Content marketing: Weave quotes into:

    • Blog posts
    • Whitepapers
    • Ebooks
    • Webinars

Contextual Relevance

Ensure that the testimonials you use are relevant to the specific context:

  • Match industry-specific quotes to targeted landing pages or email campaigns
  • Use problem-focused testimonials on pages discussing particular features or solutions
  • Highlight quotes about ease of use or quick implementation on your pricing or free trial pages

Visual Presentation

Make your customer quotes visually appealing and easy to digest:

  • Use pull quotes or callout boxes to make testimonials stand out in long-form content
  • Create infographics that combine customer quotes with key metrics or results
  • Develop a consistent visual style for quote graphics to reinforce your brand identity

Leveraging Video Testimonials

Video testimonials can be particularly powerful. Consider these strategies:

  • Create short, impactful clips (30-60 seconds) for social media and ads
  • Develop longer-form customer success story videos for your website and sales process
  • Use video testimonials as part of webinar content or virtual events

Personalizing Quote Selection

When possible, tailor the testimonials you showcase based on the viewer:

  • Use account-based marketing techniques to highlight testimonials from similar companies
  • Implement dynamic content on your website to display industry-specific quotes
  • In sales communications, reference testimonials that align with the prospect's specific needs or challenges

Overcoming Common Challenges

While collecting and leveraging customer quotes can be incredibly valuable, B2B marketers often face several challenges in the process. Here are some common obstacles and strategies to overcome them:

Challenge 1: Reluctant Customers

Some customers may be hesitant to provide testimonials due to company policies, time constraints, or privacy concerns.


  • Offer anonymity or use job titles instead of names if privacy is a concern
  • Provide clear value propositions for participating, such as increased visibility or exclusive insights
  • Make the process as effortless as possible by offering to draft the testimonial for their approval
  • Consider non-traditional formats, like a quick audio snippet or a brief email exchange

Challenge 2: Generic or Vague Testimonials

Sometimes, customers provide feedback that lacks specificity or impact.


  • Provide clear guidelines or prompts for what makes a compelling testimonial
  • Ask follow-up questions to draw out more specific details or metrics
  • Offer examples of strong testimonials to guide customers
  • Work with the customer to refine their initial feedback into a more powerful statement

Challenge 3: Outdated Testimonials

As your product evolves, older testimonials may become less relevant or accurate.


  • Implement a system to regularly review and update your testimonial inventory
  • Reach out to long-term customers for updated feedback reflecting recent improvements
  • Use date stamps on testimonials to provide context
  • Focus on evergreen benefits in your testimonial requests to ensure longevity

Challenge 4: Lack of Diversity in Testimonials

Your testimonials may not represent the full range of your customer base or target market.


  • Actively seek out testimonials from underrepresented segments of your customer base
  • Use customer data to identify gaps in your testimonial portfolio
  • Consider creating industry-specific or use-case-specific campaigns to gather diverse feedback
  • Leverage your sales and customer success teams to identify potential testimonial candidates from various sectors

Some industries have strict regulations about endorsements or sharing customer information.


  • Develop a clear approval process that includes legal review when necessary
  • Create templates for testimonial requests and usage agreements that comply with relevant regulations
  • Offer customers the opportunity to review and approve how their testimonial will be used
  • Be transparent about how and where testimonials will be shared

Challenge 6: Measuring the Impact of Testimonials

It can be challenging to quantify the direct impact of customer quotes on your marketing efforts.


  • Implement A/B testing to compare conversion rates with and without testimonials
  • Use unique tracking links or codes for testimonial-driven campaigns
  • Survey new customers about the role testimonials played in their decision-making process
  • Monitor engagement metrics (time on page, click-through rates) for content featuring testimonials

Measuring the Success of Your Customer Quote Strategy

To ensure your efforts in collecting and utilizing customer quotes are paying off, it's crucial to establish key performance indicators (KPIs) and regularly assess your strategy's effectiveness.

Key Metrics to Track

  1. Testimonial Collection Rate: The percentage of customers who provide testimonials when asked.

  2. Quality Score: A rating system for evaluating the specificity, relevance, and persuasiveness of collected testimonials.

  3. Usage Frequency: How often testimonials are being incorporated into various marketing materials and campaigns.

  4. Conversion Impact: The difference in conversion rates for pages or campaigns with and without testimonials.

  5. Engagement Metrics: Time on page, click-through rates, and social shares for content featuring testimonials.

  6. Sales Cycle Influence: The impact of testimonials on shortening the sales cycle or influencing deal closure.

  7. Customer Segment Coverage: The percentage of your target industries or use cases represented in your testimonial portfolio.

Analyzing and Improving Your Strategy

  1. Regular Audits: Conduct quarterly reviews of your testimonial inventory to ensure relevance and identify gaps.

  2. Feedback Loops: Gather input from sales and marketing teams on the effectiveness of current testimonials in their efforts.

  3. Customer Surveys: Periodically survey new customers to understand the role testimonials played in their decision-making process.

  4. A/B Testing: Continuously test different testimonial placements, formats, and messaging to optimize impact.

  5. Competitor Analysis: Monitor how competitors are using customer quotes and identify opportunities for differentiation.

  6. ROI Calculation: Attempt to quantify the return on investment of your testimonial collection and utilization efforts.

Continuous Improvement

Based on your analysis, consider the following areas for ongoing refinement:

  • Collection Process: Streamline your approach to gathering testimonials based on response rates and quality of feedback received.

  • Content Creation: Refine your guidelines for creating compelling testimonials that resonate with your target audience.

  • Distribution Channels: Optimize where and how you showcase testimonials based on engagement and conversion data.

  • Integration with Marketing Automation: Enhance how testimonials are dynamically incorporated into your marketing workflows.

  • Sales Enablement: Improve how your sales team accesses and utilizes testimonials in their conversations with prospects.

  • Customer Experience: Use insights from testimonials to inform product development and customer service improvements.

By consistently measuring, analyzing, and refining your approach to customer quotes, you can ensure that this powerful form of social proof continues to drive meaningful results for your B2B marketing efforts.

Remember, the most effective testimonial strategies evolve alongside your product, customer base, and market conditions. Stay agile, keep listening to your customers, and never underestimate the power of authentic, well-crafted customer quotes in telling your brand's story and driving business growth.

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