What role do customer and partner testimonials play in a demand generation campaign’s content strategy?

For B2B marketing, customer testimonials play a critical role if you are looking to drive awareness and consideration of your product or services. Testimonials can be in the format of video, case study or simply quotes and reviews. Having testimonials across different markets and multiple industries helps establish an immediate connection with prospects during their discovery process. Though keep in mind, this certainly is not the only thing we should rely on but as a complementary messaging as you are trying to establish product market-fit.

Customer and partner testimonials are critical in a demand gen campaign’s content strategy. It is even more impactful if you include a photo of the person. As human beings, we can identify better by seeing the person versus just reading their testimonial.

I recommend the following:

• Experimentation: A/B test different combinations to better understand what resonates for your audience.
• Integration: Include testimonials thoughtfully within your content strategy. Think about where your audience is in the buying process and meet them where they are.
• Storytelling: Remember information tends to stick more for human beings when it is told in a story. Testimonials are part of the story.

At the end of the day, we are human beings marketing to other human beings. Testimonials help us identify with other people “like me” who also use the product or service.

They serve as powerful social proof, building credibility and trust with potential customers. Testimonials provide real-world evidence of the value and benefits of the product or service, helping to overcome objections and instill confidence in prospects. Incorporating customer and partner testimonials in various content formats, such as videos, case studies, and quotes, enhance the campaign's effectiveness by leveraging the voice of satisfied customers. The challenge is getting customer success or the sales team to help facilitate this. So stakeholder engagement as a skill can be as crucial as the testimonial itself.