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What are the best practices and tools for collecting and managing B2B testimonials and reviews?

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B2B testimonials and reviews are powerful forms of social proof that can boost your credibility, trust, and conversion rates in complex sales. But how do you collect and manage them effectively? In this article, you'll learn some best practices and tools for creating, organizing, and displaying B2B testimonials and reviews that showcase your value proposition and persuade your prospects.

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Kshitiz Chaturvedi

Strategic Partnerships | SaaS Sales | EU AI Alliance member | Mentor

1 Ask for feedback

The first step to collecting B2B testimonials and reviews is to ask your customers for feedback. You can do this through various channels, such as email, phone, surveys, or social media. The key is to make it easy, timely, and relevant for them. For example, you can send a short email after a successful project completion or a positive interaction, asking them to share their experience and satisfaction. You can also offer incentives, such as discounts, rewards, or referrals, to motivate them to provide feedback.

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Chris Neenan ??

Commercial Director, Europe
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Best time to do this is during a quarterly business review (or whatever cadence your company runs these). Going through progress and successes is the perfect time to ask whether they're comfortable with you sharing that with others. Framing of that reference is important. It shouldn't be about what you or your company has done, but what they the customer has accomplished. For example: "What you've done in the last 3 months is really impressive. We're talking with lots of others who are trying to achieve what you've done - would you be open to speaking to any of them about how you've done this?" While this focuses on their achievement, your involvement won't go unnoticed.

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2 Use templates and guidelines

The second step is to use templates and guidelines to help your customers write effective and consistent testimonials and reviews. You can provide them with questions, prompts, or examples to guide them on what to include and how to structure their feedback. For example, you can ask them to describe their challenge, solution, results, and benefits of working with you. You can also suggest them to use specific numbers, metrics, or quotes to highlight their outcomes and impact.

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3 Store and organize

The third step is to store and organize your B2B testimonials and reviews in a central and accessible place. You can use tools, such as spreadsheets, databases, or CRM systems, to categorize and manage your feedback. For example, you can sort them by industry, product, feature, benefit, or customer persona. This will help you to find and use the most relevant and compelling testimonials and reviews for your sales and marketing campaigns.

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4 Display and promote

The fourth step is to display and promote your B2B testimonials and reviews on various platforms and channels. You can use tools, such as widgets, plugins, or integrations, to showcase your feedback on your website, landing pages, social media, or email. For example, you can use a widget to display a rotating carousel of testimonials on your homepage, or a plugin to embed reviews from third-party sites, such as Trustpilot or G2. You can also use testimonials and reviews in your sales proposals, presentations, or case studies.

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Kshitiz Chaturvedi

Strategic Partnerships | SaaS Sales | EU AI Alliance member | Mentor
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Sharing positive testimonials may seem straightforward, but in my experience, many organizations struggle to do it well or overlook it entirely. From what I've seen, entrusting this responsibility to the Central Sales Excellence Team can make a significant difference. Their oversight ensures a meticulous process from feedback collection to showcasing and promoting it, always with the broader organizational benefits in mind. And don't forget the importance of recognizing and rewarding the stakeholders who contribute to securing these valuable B2B reviews. I've found that leveraging these reviews not only enhances credibility but also attracts new business opportunities.

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5 Update and optimize

The fifth step is to update and optimize your B2B testimonials and reviews regularly. You can do this by collecting new feedback, removing outdated or irrelevant feedback, and testing different formats, layouts, or placements. For example, you can ask your customers for updated feedback after a certain period of time, or after a new product launch or feature update. You can also test different headlines, images, or colors to see what attracts more attention and engagement.

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6 Monitor and measure

The sixth step is to monitor and measure the performance and impact of your B2B testimonials and reviews. You can do this by using tools, such as analytics, dashboards, or reports, to track and evaluate your feedback. For example, you can measure metrics, such as click-through rates, conversions, referrals, or retention, to see how your testimonials and reviews influence your sales and marketing goals. You can also solicit feedback from your prospects and customers on how they perceive and value your testimonials and reviews.

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Eliot Shaffer

Customer Success Consultant
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Tracking data has always been a hassle for salespeople. Data entry and tracking isn’t fun and it can also reveal mistakes, wasted time, or other embarrassing information most people would prefer to keep fuzzy. I’ve found that incentivizing people to find real negative feedback and mistakes instead of just success fixes this problem. Setting a goal for a consultant to find negative reviews, failed testimonials, etc. will take the pressure off. You’ll still find a lot more positive and you’ll dig up actionable items to improve the process along the way.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Chris Neenan ??

Commercial Director, Europe
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Be sure to arm your sales team with these stories and enable them to be great storytellers. Prospects make decisions emotionally and then justify them rationally - a great customer success story can tap into both of those elements.

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What are the best practices and tools for collecting and managing B2B testimonials and reviews?

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1 Ask for feedback

2 Use templates and guidelines

3 Store and organize

4 Display and promote

5 Update and optimize

6 Monitor and measure

7 Here’s what else to consider

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