The thing about testimonials.

“Once we understand our customers’ problems, we’ll have a better idea how to talk to them in such a way that they engage.”? - Donald Miller

When it comes to B2B marketing, trust is everything. It’s the currency we do business with, and there’s no better way to earn that trust than by letting your customers do the talking. Testimonials can be a powerful way to offer reassurance to a prospect searching for a solution to their problem — but not all testimonials are created equal. There’s a big difference between a vague “We loved working with Eric! He’s the best, and so handsome, too!” and a compelling, transformation-driven story that answers your prospect's main question: "What’s in it for me?"

Tell a story of transformation—the journey from struggle to solution.?

When done right, testimonials should work like mini case studies in which prospects can see themselves. They don’t just build credibility; they speak to real outcomes that make prospects think, “Holy sh*t, that’s the result I want!”

The problem for most B2B brands is they don’t know the right way to ask for a testimonial, so they leave the recap to their customer and end up with a vague, complimentary quote saying absolutely nothing.

Instead, to get a useful testimonial-slash-case-study from your customer, make it easy for them to respond by asking them the following four questions:

1. What was the problem you faced before you met us? This sets the stage for the initial struggle they faced.
2. How did the problem impact your business? Don’t gloss over the frustration. Prospects are drawn in when they hear about others grappling with the same issues.
3. What was it that helped you decide to choose us? Here’s where you differentiate. What made your offering the game-changer?
4. What does life look like now that the issue is solved? Seal the deal by showing the measurable impact. Metrics, growth, and specific results add credibility.

Now combine their answers into a conversational paragraph. (And send it back to your customer for approval.) When your testimonials are built around these four questions, they become more than just a self-congratulatory pat on the back; they tell a story of transformational change to resonate with your prospects.

Once you’ve got some great testimonials, where should they go? Front and center. Sprinkle them on the homepage, vertical pages, and case studies. Immediately after each testimonial, ask the prospect to take the next step. It’s a consistent, gentle nudge: “Here’s how we helped someone just like you. Ready for the same results?”

By asking the right questions and placing the reassuring answers strategically throughout your website, you can turn customer feedback into one of your most effective conversion tools.

Sláinte, ? ??

Eric

Marjoram

Two ways I can help:

1. As a strategic advisor on B2B brand & messaging strategy
2. As an external team, helping support how that message gets applied and amplified

Talk is cheap: Book a free consultation with me to see if there's any way I can help.

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