Your best sales pitch is said by your customers.

Testimonials reduce hesitation and show proof that your product works. In B2B sales, trust and relevance are everything.

In this post, you’ll learn exactly how to collect and use testimonials that turn happy clients into your most effective marketers.

Outline:

• Why Customer Testimonials Work
• How to Make Testimonials Sell
• 7 Strategies for Stronger Customer Testimonials
• Conclusion
• FAQ

Why Customer Testimonials Work

We’re social animals. It’s human nature — we trust other people’s experiences.

Sure, we like to believe we buy based on logic. But our decisions are powered by emotion. 

That’s why marketing strategies rooted in urgency, reciprocity, and social proof work so well.

• We trust people more than companies
• We fear rejection and want reassurance
• We crave stories we can relate to

Testimonials are proof that others like your prospects made the same leap, and are glad they did.

97% of consumers look at reviews before buying, and 92% hesitate to purchase if there are no reviews available.

Sales pages with testimonials convert 34% better.

56% of social media users feel FOMO, Fear Of Missing Out, a psychological trigger driven by social proof.

The Psychology Behind It

Since we’re wired for connection, testimonials tap into powerful psychological triggers:

• Social proof: “If it worked for someone like me, it’ll work for me too.”
• Authority: Especially if the testimonial comes from a recognizable company or industry peer.
• FOMO: If others are benefiting and I’m not, I’m missing out.

How to Make Testimonials Sell

1. Make Them Specific

Generic praise like “Great service!” is forgettable. 

Instead, highlight results: “We booked 12 demos in the first week using [business name].”

2. Use Faces, Names, and Logos

Whenever possible, include a photo, full name, role, and company logo. It boosts trust and recognition.

Take our testimonial page as an example.

And we highlight the company's logo on our home page.

3. Sprinkle Them Strategically

Don’t just dump all your testimonials on a single page. Place them:

• Near CTAs
• On demo request pages
• In outbound emails
• At the bottom of blog posts or landing pages

4. Use Multiple Formats

Text-based is great, but also try video clips and quote graphics.

5. Ask the Right Questions

To collect compelling testimonials, ask:

• “What made you choose us?”
• “What result surprised you most?”
• “What was your biggest hesitation before buying?”

7 Strategies for Stronger Customer Testimonials

1. Build a System to Collect Testimonials Consistently

If you want a steady stream of strong testimonials, you need a repeatable system, not just occasional outreach.

If your business runs regular satisfaction surveys like NPS, start by reaching out to high scorers. Ask if they'd be open to a short interview. 

If they’re short on time, offer an easy option to answer a few questions by email instead.

To go a step further, segment your customers by industry or how long they’ve been with you, and invite people from each group. This helps ensure your testimonials reflect a diverse range of experiences.

You can also ask for feedback right after a success milestone, like a completed project, major result, or customer win.

Automate your requests through email or SMS to keep it easy. 

Just don’t forget to get permission to use names, photos, and company details before publishing anything!

2. Use Social Media

Social media is where people talk. It’s also where you should be listening — and sharing.

📘 Facebook

• Turn on reviews for your business page
• Ask happy customers to share their experience
• Respond to every review — yes, even the tough ones

📸 Instagram

• Share screenshots of glowing feedback in Stories
• Pin highlight reels with customer love
• Use branded graphics for quotes from longer testimonials

3. Use Local Search Directories

Your prospects are Googling you — make sure what they see builds trust.

• Claim and complete your listings
• Ask customers for honest reviews (via email or in person)
• Monitor and respond to feedback
• Show off your stars on your website and in emails

4. Create a Testimonials Page

A strong testimonials page = social proof on demand.

Key Design Tips:

• Keep it clean and easy to skim
• Include photos, logos, and short blurbs
• Make it mobile-friendly
• Let users filter by industry, product, or outcome

Mix Up Your Formats:

5. Add Testimonials to Emails

Testimonials in your emails build trust and boost click-throughs. Here's how to do it right:

Where to Place Testimonials:

• Welcome emails: Start building trust immediately
• Post-purchase emails: Reinforce that they made a smart choice
• Abandoned cart emails: Overcome objections
• Newsletters: Keep your value top-of-mind

Personalize by Segment:

6. Create Case Studies

Case studies are like testimonials on steroids. They tell the full story of how you solved a customer's problem.

Here's how to turn a testimonial into a case study:

1. Look for someone who has experienced a clear transformation using your product or service.
2. Ask what challenges they faced before using your solution, and what changed afterward.
3. Write their journey — and make them the hero: Structure the story around their success, not your product. You're the guide, they’re the star.
4. Let them speak in their own words, and back it up with numbers: revenue growth, time saved, leads generated.

Take a page from HubSpot’s case studies. Unlike generic testimonials, they let you filter stories by industry, so the content feels directly relevant. 

By turning customer success into a narrative and proof, case studies become sales tools that do the talking for you.

And HubSpot highlights the numbers of how they can impact your operations.

7. Offer Rewards for Reviews

Getting customer reviews can be challenging, especially when people are busy. Offering small incentives can help, as long as you follow platform's rules and keep it ethical.

How to set up a compliant system:

• Offer small incentives like discounts or gift cards
• Make the process fast and easy (via email or SMS)
• Reward all reviews, not just positive ones
• Always disclose incentives if offered

Important: Never pay for positive reviews, and check the guidelines of platforms like Google, Yelp, or TripAdvisor before offering rewards.

Incentives should encourage honest feedback, not manipulate it.

Conclusion

Testimonials drive conversions. Start small, stay consistent, and you’ll turn your best customers into your most persuasive marketers.

Let’s recap the 7 ways to get and use powerful testimonials:

1. Set up a system to collect feedback consistently
2. Showcase reviews across social media platforms
3. Claim and optimize your listings on local directories
4. Build a strong, filterable testimonials page
5. Add strategic testimonials to your email campaigns
6. Turn happy customers into detailed case studies
7. Use incentives (ethically) to gather more reviews

Remember: honesty is your best policy. Focus on great service, and the reviews will follow.

FAQ

What’s the best time to ask for a testimonial?

Right after a win — a successful project, delivery, or compliment. Ask when the experience is still fresh.

How many testimonials do I need?

Choose quality over quantity. Start with 3–5 strong ones that reflect different customer types or use cases.

What makes a B2B testimonial more effective?

In B2B sales, effective testimonials focus on outcomes, not just satisfaction. Buyers want to see specifics like time saved, leads generated, or revenue growth. 

Testimonials should include:

• The person’s name, title, and company (to show credibility)
• A clear before-and-after story
• Metrics that speak to ROI
• Industry context (especially if selling to niche verticals)

Bonus points if the testimonial addresses a common objection or hesitation. It helps prospects see themselves in the story.