Testimonials In Marketing

I’d always struggled in taking my tier 1 accounts to an org-wide rollout of licensing. Didn’t know exactly where or how to start. Couldn’t get the attention of executives. Had high aspirations at the start of the year…. 6 months flew by and there was barely any growth. That’s until I began a simple strategy that totally flipped that script 👇 Let’s say you have a small footprint in an account. Couple of teams. A few power users. Maybe a Director, couple of managers and ICs that love your solution. But you’re having a tough time expanding the account. You want to go org-wide. Here’s a way to make your case easier: Ask each of your power users for a short testimonial. A couple of lines “What problem has this solved for you (or your team)?” “What tangible impact did you see after using our platform and could you quantify the results?” Get 5-6 of them. Find their pics. Put them all on 1 slide with a bubble and their quote. Then go with a point of view to executives within your account with a short note. It could sound something like this: “Hi Linda - been working with a few folks on your Product and Digital Marketing teams. Wanted to loop you in on how 30+ folks across [company name] use our platform today. They’ve reduced email back and forth, sporadic team meetings and no longer have to worry about project info in a dozen different places. I’ve shared a slide with you where several of your Product and Marketing folks speak to the results they’ve seen. Feel free to have a look. Devon’s product team saw a 15% boost in productivity. Would you be open to chat on how we could replicate this success across your broader teams?” …………………………………….. Use internal testimonials to super charge growth within your current accounts even if it’s a small footprint. This strategy helped us grow to a 1000-seat roll-out at one of my top accounts. When it comes to growing your accounts… be proactive, not reactive. P.S. If you’d like more actionable content like this consider our community of like-minded sellers: https://lnkd.in/gtPg7gmT

After working with 100+ early-stage SaaS companies I've seen how testimonials really drive inbound. One of my portfolio company nailed a 110% CTR on LinkedIn InMail with a testimonial ad. Why? Because people trust real stories. In a sea of generic product ads, a solid testimonial stands out and builds instant credibility. Get your customers talking. Encourage reviews, and if it fits your vibe, offer small incentives. It’s simple: happy customers share, and their stories convert. But keep it real. Paid review services with cookie-cutter testimonials? Don’t even go there. They’re obvious, they destroy trust, and they’ll hurt your brand. Genuine feedback wins every time. Use it, amplify it, and let your customers tell the story for you.

As a product designer, I’ve come to realize that one of the most underrated but powerful elements on a landing page is the testimonial section. When visitors land on your page, they’re often in a state of uncertainty. They’re asking themselves: Can I trust this brand? Will this product solve my problem? Is it worth my time and money? Testimonials bridge that gap. They offer social proof, a psychological trigger that shows real people have benefited from your product or service. It transforms marketing claims into lived experiences. Pages with strong, relatable testimonials can increase conversion rates by up to 34% or more. Well-placed, authentic quotes build trust faster than any polished sales copy. Video testimonials and detailed stories deepen emotional connection, making decisions easier. As designers, we shouldn't just "add" testimonials as an afterthought. We should intentionally design them to feel credible, human, and integrated with the overall narrative of the page. A few tips: - Highlight diverse customer experiences. - Place testimonials close to CTAs (calls to action). - Use real names, faces, and specifics when possible. - Keep the design clean and authentic, not overly polished. At the end of the day, people don’t just buy products, they buy trust. And a well-crafted testimonial section might just be the silent closer you’ve been missing. how do you approach testimonials in your designs? Would love to hear! #ProductDesign #UX #LandingPage #ConversionOptimization #TrustByDesign

In the early years of building Software Finder, we lost a $100,000 deal. It was a painful moment. On paper, we had the right offering. Our platform was competitive, even more affordable, and seemed perfectly aligned with their needs. We should have won. But we didn't. The feedback was stark: "You're saying the right things, but we don't see third-party validation. Working with a newer company like yours feels too risky." That was the moment I realised: we lost on trust. We were focused on what we said about ourselves. We forgot what the market truly needs to see to believe. They liked our price, even our website, but our glaring absence on social media - no human faces, no one else talking about us - made us a silent risk. Here’s what I learned (and what every B2B SaaS founder should know): 𝐓𝐫𝐮𝐬𝐭 𝐢𝐬 𝐛𝐮𝐢𝐥𝐭 𝐯𝐢𝐬𝐢𝐛𝐥𝐲 𝐢𝐧 𝐭𝐡𝐞 𝐞𝐜𝐨𝐬𝐲𝐬𝐭𝐞𝐦 𝐚𝐫𝐨𝐮𝐧𝐝 𝐲𝐨𝐮. Social proof, case studies, testimonials, certifications, these aren't just "nice-to-haves." For enterprise deals, they are deal-breakers. 𝐇𝐮𝐦𝐚𝐧 𝐜𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧 𝐢𝐬 𝐮𝐧𝐝𝐞𝐫𝐫𝐚𝐭𝐞𝐝 We were active, but we never showed the people behind the work. No faces. No voices. And buyers notice that void. 𝐘𝐨𝐮𝐫 𝐜𝐫𝐞𝐝𝐢𝐛𝐢𝐥𝐢𝐭𝐲 𝐢𝐬 𝐜𝐮𝐦𝐮𝐥𝐚𝐭𝐢𝐯𝐞 It’s built in your content, your customers' words, your consistent visibility in the market and yes, even in how active your team is online. This was an epiphany for Software Finder. It forced us to rebuild our "trust layer" not just for our brand and our offering, but to understand deeply how we could help the vendors on our platform build theirs. Because no matter what you're offering: software, services, or a connection between the two - if trust isn’t visible, it simply doesn’t exist. If you’re early-stage and chasing big deals: - Get testimonials early. - Put your team front and center. - Make trust part of your strategy from day one. Build trust before you pitch. Build it where your buyers already are. And build it in a way they don't need to ask for it.

I don't trust people who've never failed publicly. They're either lying or hiding. And neither builds brands. Here's what I've learned after 18 years: The founders who win biggest? They've lost biggest too. → They've had launches that flopped → They've posted content that tanked → They've made promises they couldn't keep But they're still here. Still building. Still visible. Because they learned something most people don't: Failure in public is a feature, not a bug. It's how you build real trust. Think about it: Who do you actually believe? → The person with the perfect track record? → Or the one who shows you their scars? I'll take scars every time. Because scars mean you've been in the arena. Not watching from the stands. The market doesn't trust perfection. It trusts persistence. It trusts people who: → Own their mistakes → Share what they learned → Keep showing up anyway That's real authority. Not the polished version. The proven version. I've had: → Products that died → Partnerships that exploded → Strategies that completely missed And I talk about them. Not because I enjoy reliving failure. But because it's part of the story. The real story. The one people actually connect with. Your audience doesn't need another highlight reel. They need someone human. Someone who's been where they are. Someone who made it through. Perfect people can't help imperfect humans. But real people can. So stop hiding your failures. Start using them. They're not your weakness. They're your proof. Proof that you've actually done the thing. Not just talked about it. The market rewards reality. Even when reality includes failure. Especially then.

People trust people. Not brands. You can say your product is amazing a hundred times. Or… you can let your customers say it once. And that’s why the 𝗥𝗲𝘃𝗶𝗲𝘄 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁 𝗲𝗺𝗮𝗶𝗹 works so well. 📌 The Setup: Send it to engaged subscribers—people who have opened or clicked an email or SMS in the last 60 days (or just signed up). They’re already interested. They just need a nudge. 📌 The Strategy: Drop a glowing review right into their inbox. ✅ A short, powerful testimonial. ✅ A hero image of the featured product. ✅ A simple “See why everyone’s raving” button. No clutter. No fluff. Just social proof doing what it does best. Here’s why it works: People trust 𝗿𝗲𝗮𝗹 people. They want to hear from buyers who’ve already been there, done that, and loved it. A single review can turn hesitation into action. A single quote can push them from “Maybe later” to “Take my money.” And if you layer in urgency (limited stock, trending, last chance to buy)? You’ve got a 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗺𝗮𝗴𝗻𝗲𝘁. So, the next time you’re crafting an email… Skip the sales pitch. Let your happiest customers sell for you. Are you leveraging social proof in your email flows? #emailmarketing #ecommerce #growth #Shopify #Klaviyo

The most successful companies aren't hunting for customer testimonials, references, or even referrals. They're gardening. Or turning customers into vocal advocates without them even realizing it. At Zealot, that's exactly what we do with our customers. (And funny enough, we use our own platform to make it happen) Here's how: We start with the basics—regular QBRs to keep the relationship solid. But that’s just the first step. Then we create workflows (we call them "missions") that help us grow our customers from "closed-won" into Zealots naturally over time. Here's an example of a basic workflow we use: 1. Start with Product Advice: After a solid first QBR, we don't jump straight to asking for testimonials. Instead, we send a simple "mission" asking for product feedback. It's low-pressure and gets them involved in shaping the product they use. This initial step is crucial for building trust and showing we value their input. 2. Move to a Case Study: Once they're comfortable with us (and hopefully loving the product), we float the idea of a case study. By this point, it doesn't feel like a big ask—they're already invested in our mutual success. Plus, it gives them a chance to showcase their own innovative use of our product. 3. Ask for a Referral: After the case study, the relationship has deepened. Now, asking for a referral feels natural. They've seen the value, they've shared their story, and they're genuinely on our side. It's a win-win: they help a peer, and we grow our network. 4. Encourage a LinkedIn Post: Next, we suggest they share their success on LinkedIn. This isn't just about us getting visibility (though that's nice). It's about giving our customer recognition in their professional network. It positions them as innovative leaders in their field. 5. Invite Them to Join Our CAB: The final step is inviting them to our Customer Advisory Board when they hit certain milestones. By this point, they're not just customers—they're partners. Joining the CAB feels like a natural progression, and they're excited to be part of shaping the future of a product they believe in. The best part? This whole process is customizable and can be as hands-on or hands-off as we want because of the technology we put in space. To sum up what has worked for us: 1. Nurturing our customers: We start VERY small, and build trust to ask for more over time. 2. We gamify the advocacy journey: While not everyone is motivated by gamification, we've found that gentle nudges often boost engagement rates. 3. Automating the experience: Full disclosure - we're biased because we built Zealot, a customer advocacy software. But here's the thing: we created it because managing this process through Airtable and Gmail was a nightmare. That said, Zealot is just a tool. It can't compensate for poor existing infrastructure or weak customer relationships. But it will streamline and scale the advocacy process for those committed to building strong customer connections.

I figured out how to get stronger testimonials and what to do with them. By spending 10+ hours last week studying how experts use them. Here are 9 things I learned: 👉 1. Don't limit them to your sales page. Testimonials and customer stories should appear EVERYWHERE you are. Including your: • Content • Newsletter/Emails • LinkedIn profile Use them at every step of a buyer's journey. 👉 2. Get stories from customers who: • Switched from a competitor to you • Had a successful implementation of your product or service • Upgraded to a higher tier of your offering • Were skeptical at first, but you won them over 👉 3. Make a specific ask when asking for a customer story. "We're hoping you can speak to X, Y, and Z." 👉 4. Don't use the word "case study" when you ask. Instead say "customer story" or "Can we feature you?" 👉 5. When you interview a customer, ask: • Open ended questions • "How did that feel" • "Can you give me an example of that" 👉 6. Get multiple testimonials from each customer. Different ones for different win moments they've had with you. 👉 7. Make it easier for customers to give you testimonials. The biggest roadblock is people don't know what to say. Give them questions or a template to help. 👉 8. Have a system for how you collect, store, and use testimonials. It doesn't have to be complicated, but you need a plan. 👉 9. Alex Hormozi's take on testimonials: "Your proof will sell more than your offer and will do more selling than any promise." I'm guessing he knows a thing or two about that. Want more tips like these? This week on LinkedIn I'll reveal: • How I've built a 6-figure business on a $99 product • An unusual way I use AI to help with content • A new way of thinking about email unsubscribes 👉 Follow me 🔔 Hit the bell at the top of my profile to turn on notifications so you don't miss those posts Thanks for your interest!

Show, don't tell. And let others speak for you. Heading into 2025, think about how you share your successes. Instead of saying, "We’re great because we’re telling you we’re great," try this: "Here are the results we've achieved. And let me introduce you to the business that experienced them." Here's why this approach works: 1. Social proof matters. Testimonials, case studies, and success stories are endorsements of your work. They show (not just tell) potential clients what you can achieve. For example: Your (satisfied) client shares their journey from struggling with inefficient workflows to doubling their output after implementing your solution. (That's meaningful). Or a business crediting your expertise for helping them expand into a new market or hit profit milestones. (That's powerful). Results speak louder than your claims. Your audience can see the tangible value when you demonstrate the transformation you delivered. The key is to go beyond WHAT you achieved and also share HOW you did it. Break it down. Show your process and how you took a business from A to B: -The initial challenges -The strategy you applied -The measurable outcomes This transparency builds trust and positions you as someone who understands your craft. 2. Use you client's voice. Invite your clients to tell their side of the story: -Why did they choose you? -How has it changed their business? -What stood out about your approach? Their words will carry weight far beyond your own. Move from "I'm/We’re the best" to "Here's the impact I've/we’ve made, as told by those who've experienced it." What strategies will you adopt to build trust and credibility in 2025?

Wealthtender just published their 2025 Voice of the Client Study, and the results are eye-opening. 👀 After analyzing 2,568 reviews from clients of financial advisors, they found: 🧡 89% of reviews focus on relationships, trust, and emotional factors 🧡 Just 10% mention investment management or portfolio strategy 🧡 Clients mention their advisor by name 25 times more often than the firm This confirms what many of us already suspected. Clients value their relationship with you far more than portfolio performance, credentials, or technical knowledge. And guess what? Prospects are looking for that same relationship. So how do they know that's what they'll experience with you? ✨ Testimonials. ✨ Testimonials provide important social proof to people who don't know you yet. They paint a picture of what it's like to work with you. They go a long way in building trust. And they're essential in today's marketing landscape. This is why I was so delighted to welcome advisor testimonial expert Brian Thorp back to The Finance Marketing Podcast last week. On this episode, Brian is sharing updates from when we last recorded an episode on testimonials, including how advisors are using testimonials creatively (and compliantly) in their marketing. He's also sharing all the details on Wealthtender's newest tool, The Testimonial Marketing Studio. 🎉 The Studio allows advisors and their teams to quickly create compliant, professionally designed social media graphics, email graphics, and more to showcase their testimonials in their content. If you're among the 90% of advisors who still aren't using testimonials in your marketing, you're missing a huge opportunity to stand out. 🎧 Listen to the full episode to hear how you can start putting your clients' great experiences with you to work.