Why Testimonials Are B2B Companies’ Most Important Marketing Tool

Before you buy a book or headphones on Amazon, chances are you’ve read some reviews to make sure you’re making the right decision. Consumers need to make purchasing decisions. But the same applies to organizations that buy a product or service from other companies.

In the case of business-to-business (B2B) marketing, testimonials can carry a lot of weight in highly competitive markets and must be carefully planned and executed. Before B2B buyers choose which company to buy, they spend a lot of time on a budget, product effectiveness, supplier professionalism, and testimonials from colleagues.


About 78% of people say they trust the evaluations and recommendations of acquaintances and, interestingly, the inclusion of positive and negative evaluations becomes more reliable than simple positive evaluations.

Three types of evidence


The simplest forms of testimony are quotes and feedback from customers or clients about their experience with your company or product. It can be viewed on websites and social media pages, as well as in printed materials.

In the age of lack of attention, these quotes need to be concise and quickly get attention. Comments should generally include information about how customers found the process, the effectiveness of the service or product, and whether they would recommend it to other companies.

Case studies

For B2B digital organizations, the case studies are very powerful and show the results delivered to a previous customer. These true stories should be informative and more in-depth than just quotes. It can also include infographics or graphs that show results over time or images and screenshots that describe the process.

They must explain the history of the company that used their service, what problems they intend to solve, why they chose their business, how they found the process of using their product or service and what impact ROI had and had on the business.

Case studies are particularly effective when presented on your site, as well as on third-party sites.


For most of us, videos are a more effective, reliable, and memorable testimony method than many others. You can see someone’s body language and better estimate their emotions in videos, which are also more memorable and recognizable. Most people also learn visually and prefer to watch and listen to the lecture.

Videos are also useful for your web site’s bounce and conversion rates, improving SEO and ROI, respectively.

Ways to collect evidence


An easy way to obtain testimonials is a simple, short survey, in which you can ask questions about the customer experience. You can quote the answers, as long as you get permission.

Your survey can be sent by email. Make sure the questionnaire is not long enough to overwhelm the interviewee and ask questions that get useful answers that you can use. Check your registration tool and get feedback before using it.

Existing assessments

If you have a Trust Pilot, Yotpo, or Google account, you can already have online assessments. You can contact them directly or contact the customers who wrote them to get more feedback. Don’t be too aggressive when asking for more comments.

Use someone who is obliged to report

Ideally, you would choose to name people who have a lot in common with your target audience. These similarities make it recognizable to anyone reading or listening, and readers or listeners will trust criticism more than anything else.


Comparisons are powerful in assessments – they provide potential customers with a more concrete picture of your services and can help you move forward.

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When you ask a customer for a testimonial, it usually shows that their opinion is important to you. This can help a lot in building a lasting relationship.