If you’re trying to land high-quality B2B clients, gathering testimonials is one of the most important things you can do.
Testimonials of past clients are important for any marketer trying to stand out from the crowd, but if you’re trying to attract new business-to-business (B2B) clients, testimonials become that much more essential. Getting past clients to vouch for you will take you further than any self-promotion. Here are three reasons client testimonials are necessary in the B2B marketing space.
- The FOMO factor: It’s not uncommon for businesses to have a “fear of missing out”; many companies want to be on the forefront of new technologies, strategies, and trends, and seeing a competitor or a company larger than yours vouch for a business it used makes you much more likely to consider working with that business. Nobody wants to be left in the dust, and if you’re able to make your business seem like the most important one an industry leader could work with, you’re going to quickly inspire new sales. If you can engage a company’s feelings of FOMO by sharing testimonies from other businesses, you’re much more likely to close a sale.
- The know-like-trust factor: It can be hard to build trust in the B2B stage. In the digital marketing age, it’s easy for almost anyone to whip up a Facebook ad and make bold claims, but it’s much harder for a company to authentically share how it can serve customers and build a trustworthy foundation. So, if you can get someone else to compliment your skill set, you’ll seem much more trustworthy. For example, any restaurant can claim to make the best spaghetti in the world, but when a friend you trust says the restaurant has the best spaghetti, you start to think it might be true and are more likely to trust that restaurant’s claims. Therefore, it can’t be overstated how powerful a third party can be when it comes to trust.
- The storytelling factor: The story of a hero’s journey can be incredibly powerful in marketing. Where a company started, what steps it implemented, and how it achieved its goals can serve as emotional guideposts that make a customer think of his or her own journey. Having a testimonial about a business you helped reach six-figures can instantly spark a daydream in another company’s mind: How can you help that company do the same thing? Stories are always important in marketing, but this idea of guiding a business into success is especially important in B2B testimonials.