The Role of Testimonials in B2B Sales

Originally published March 2021. Updated March 2026.

A client testimonial can be a powerful tool in B2B sales. The story of how you helped a client solve their problem can help you acquire new clients, relieve more pain points, and gain more loyal customers. One of the best ways to share that success story is through a client testimonial.

Before we delve in further, let’s define what we mean by “testimonial.” Many articles online use “testimonial” and “review” interchangeably, but they are different things.

A client testimonial is a positive written or spoken statement about your product, service, company, or brand. It’s something you collect from clients of your choice. You have control over who you choose to get testimonials from and how you use them.

A review is something you have less control over because it is initiated by the client. It could be positive or negative and is often submitted to a third party (e.g., G2, Amazon) over which you have no control. While positive reviews can also be a powerful tool in your B2B sales arsenal, they are not what we’re talking about here. Even though client testimonials are curated by you, the seller, prospects see them as useful indicators of the value of your solution.

BETTER THAN REVIEWS AND CASE STUDIES

Online reviews give a customer’s perspective…probably. Unfortunately, customer reviews are fairly easy to fake. Bob from Tulsa might give Company X five stars, but Bob from Tulsa might also be the owner’s brother, or completely fictitious. There’s no way to be sure. Testimonials, when they include someone’s name, position, and company (which they should if at all possible), are harder to fake.

Meanwhile, case studies are useful in telling a story about a customer that others can relate to, but they are still vendor-created content. They can be a powerful tool if the company has first established some level of trust with its prospect.

A client testimonial with a name and a company is more difficult to fake than a review. Plus, depending on the vendor’s niche, it’s likely that client names will be recognized by prospects. Finally, testimonials are a lot easier and faster to get than case studies.

TIPS FOR TESTIMONIALS

So, now that you’re convinced that testimonials are marketing gold, it’s time to get some. Some people are reluctant to ask, even though their most loyal, enthusiastic customers are eager to give a client testimonial. Here are some tips that will help you make the ask and get testimonials that deliver impact.

Get Specific

Testimonials are gold, but only if they’re the right kind of testimonial. “Company X is great to work with!” is not gold. It’s not even silver or bronze. If it could have been written about anybody or by anybody, it’s not worth using.

When you ask for a testimonial, let people know that you are interested in their story. It shouldn’t be about you; it should be about them. Remember our blog about how powerful storytelling can be? Think of testimonials as extremely abridged stories. You want prospects to be able to read them and see themselves in your customer.

Ask your customer for specific details. What problems were they facing in their day-to-day business? What were the results that they achieved? How did working with you change how they were able to accomplish their goals? An honest story with details about what your customer experienced is what will prove valuable.

Taking Names

When you include a testimonial on your website or in a presentation, it should, if possible, include the name of the individual and the company for which they work. If not, it can lose much of its value. “Frank S., CTO, Bank” can’t help you very much, but “Frank Sinclair, CTO, Wells Fargo” can.

Sometimes, no matter how much you want to, you can’t use the client’s name and/or company. If this is the case, make the best of the details you can use. Think about what will stand out to your prospects. Maybe you can’t say, “Frank Sinclair, CTO, Wells Fargo,” but that doesn’t mean you’re stuck with “Frank S., CTO, Bank.” How about “CTO of Top-5 US Bank”? People don’t know who it is, but they do know it’s one of five people who are all impressive.

Using names and companies is what gives the client testimonial credibility. It’s what allows you to establish trust between your company and a new prospect. It’s up to you what you post. You might have a great testimonial from someone who doesn’t want their last name used. Just remember, any detail that is removed from a name, title, or company reduces the impact of that testimonial.

Ask at the Right Time(s)

Be sure you’re asking for testimonials from clients at the right time, and the right time is immediately after something good happens for your customer. Did your client just have their best year in donations because they used your platform? Congratulate them and ask them for a client testimonial.

Did they have an issue with your platform and get it fixed right away with fabulous customer service? Ask them about their customer service experience and whether they need help with anything else, and then ask if they would be willing to answer a few questions about their experience. This might seem counterintuitive since it admits fault on your part, but that’s part of what makes it so powerful—it’s honest. Would you rather work with a company that doesn’t admit mistakes or one that responds to them well?

Not Just for Sales and Marketing

Asking for testimonials should not only be the job of your sales and marketing employees. It should ideally be part of everyone’s job. In the customer service example above, whoever helped solve the problem should ask for the testimonial. Requests can be made by anyone, from a customer service representative to a programmer.

Ideally, asking for testimonials should become part of your process. It’s easy for it not to be on your radar until you’re redesigning your website or creating a new presentation, but the more it can be a regular part of your client interactions, the more you’ll have to work with.

Illustrate What Makes You Different

A truly impactful testimonial not only needs to show that you’re great at what you do, but it also has to show that you’re different and better than your competitors. If a prospect is serious about purchasing a product or service that you provide, chances are they have done their homework and are considering several vendors. What makes you special?

To get testimonials with this kind of information, ask your clients questions like, “What were you using before you hired us?” “What other providers were you considering?” or “What made our product a good fit for you?” Anybody can say they are better than their competitors, but if a customer says you’re better than your competitors, that has an impact.

Video Testimonials

Video content continues to rise in popularity, and video testimonials are no exception. Plus, any suspicion that you’re using a fake testimonial disappears when you hear and see someone on camera.

A 2024 survey found that 72% of marketers realize an ROI of 50–500% from testimonial videos, including significant conversion improvements. It also found that 88% of marketing teams see a 10+% lift compared to campaigns without testimonial videos, and nearly half see a 25+% lift.

More and more companies are using video testimonials as a way to show prospects how they help their customers. With the high-quality technology widely available today, the cost of producing video testimonials can be affordable.

You’ve put in the hard work to make an impact for your customers. Invite them to help you demonstrate that impact for new prospects. It costs you very little in the way of time and resources, and most of your clients will be happy to share their experiences. Social proof is critical to any company, whether B2C or B2B. An honest, detailed client testimonial that shows what makes your company stand out is priceless.

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