If you’re in B2B marketing right now, you know trust is hard to come by. Brands are competing for attention in environments where skepticism is high — as are the stakes behind every sales effort. It’s difficult to break through the noise in the first place, and without a catalyst for converting leads quickly, you lose them to competitors who can earn their trust faster.
So, what’s the catalyst? How can you break through doubt long enough to get your solutions seen? The catalyst is credibility. And endorsement marketing is your breakthrough strategy. With just one well-used, well-placed client endorsement, you can create a ripple effect across all your marketing channels. Let’s talk about how you can begin doing more with less — and converting sales faster than prospects lost interest.
Endorsement marketing in the trust recession
Content will always be an essential tool for getting solutions and their value seen — but if prospects don’t trust your brand, content alone won’t win them over. We’re in a trust recession. With an overwhelming amount of content vying for everyone’s attention, traditional marketing tactics need to change. More content for more content’s sake wastes resources, and it won’t solve the root problem: buyers don’t trust brands with more content. What they trust is good content — and social proof.
A video testimonial or case study from a satisfied client serves as powerful social proof, providing the credibility that generic content simply can’t match. In fact, 97% of B2B buyers cite peer recommendations and testimonials as the most reliable form of content. Studies also indicate that 85% of consumers find user-generated content more trustworthy than brand-produced content. B2B buyers are not just looking for solutions that get results; they’re also looking for partners they can trust, and nothing builds trust faster than a credible endorsement.
In B2B markets, endorsements equip your sales teams with the most powerful tool for converting leads quickly: trust. It’s essential, it’s effective, and — the best part — it’s efficient.
One quick interview— one powerful campaign
Too often, great client endorsements are just posted on webpages where they’ll only occasionally connect with visitors. Or worse, they’re buried in meeting notes, emails, and CRM documentation where they never see the light of day. Don’t let this happen.
When you see testimonials, stellar reviews, and positive feedback roll in from clients, add it to a running list of campaign assets. Close the loop with each client by thanking them for their endorsement and asking if they’re open to sharing their story in a quick interview.
One interview can be the cornerstone of an entire marketing campaign, sparking a variety of user-generated content (UGC). Here’s how B2B marketing pros can multiply the value of just one client’s endorsement:
- Video testimonial: This can be captured during a single interview and produced into a high-quality endorsement clip — if not several. Each video testimonial can be shared on your website’s homepage, in product pages, on YouTube, and across social media platforms. A well-crafted video allows potential clients to see and hear real success stories, making your value proposition tangible.
- Organic posts: We break down the interview into bite-sized quotes and highlights. These can be transformed into social media posts that not only showcase your client’s success but also spark conversations and increase your brand’s visibility on platforms like LinkedIn, Facebook, and Twitter.
- Success story: We use the content from the interview to write a detailed success story, feature article, or Q&A blog. This allows prospects to follow their curiosity and dive deeper into the details and context of every endorsement, the challenges your client faced, and how your solution helped them. This makes for relevant and engaging content while enhancing SEO efforts.
- Email marketing: We incorporate snippets from the interview into your email marketing campaigns. Whether it’s part of a newsletter, a drip campaign, or a targeted outreach email, these snippets provide relatable, credible content that engages prospects and nudges them closer to making a decision.
Again, all this endorsement content — the whole campaign — comes from just one interview. It’s the social proof businesses need to earn trust, the content brands need to get their solutions seen, and the efficiency marketing teams need to keep campaigns timely and consistent every step of the way.
The ultimate client endorsement marketing solution
It’s one thing to know you need a B2B marketing strategy for building your credibility and getting testimonials seen. But making it happen might be a bit trickier for some businesses — especially those without clear processes and the internal expertise to do it right.
That’s where Proven Content steps in. With our Client Endorsement Marketing Solution, you can consistently capitalize on the power of testimonials with effective endorsement campaigns. And it will be easy because we’ll do it for you — all of it, including:
- Custom Video Client Interviews: We manage everything from scheduling and scripting to filming and editing, delivering high-quality video testimonial content that resonates with your audience across your marketing channels.
- Custom Written Client Interview & Success Story: We’ll write detailed success stories that highlight your client’s experience and the role your solutions played in enabling their achievements.
- Visually Animated Social Proof Posts: We distill the key messages from your endorsements into easily shareable social proof posts and visual graphics to capture attention and drive engagement.
- Regular Endorsement Recap Newsletters: We compile and curate each campaign’s video testimonial into a polished newsletter to keep your audience informed while reinforcing your brand’s credibility.
Sell smarter with endorsement marketing
The market is saturated with the wrong kind of content, and businesses need a way to convert leads with fewer resources. Endorsement marketing offers a powerful way to navigate these challenges. It’s true: Prospects are more skeptical. But that doesn’t mean tightening belts or cutting corners. It means taking the right steps forward rather than spinning your wheels. Our Client Endorsement Marketing Solution is built to deliver maximum value with minimal effort on your part. So, you can focus less on earning trust and more on closing sales.
