Which Testimonial Aspects Do B2B Audiences Most Respond To?

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Statistics show that many video testimonials are among the most effective forms of marketing out there in terms of conversions. But chances are if you talk to a lot of potential B2B clients, there’s a bit of cynicism about this format as well. Some people are quick to say that testimonials are “cherry-picked” to make the business look its best rather than to provide a proper vision of a company’s services. However, this isn’t what video testimonials do, but just what bad testimonials do. 

In the world of B2B, where logic and details are king, you need to make sure your testimonials have less fluff and more concrete points for your audience. Here are some of the key elements every good B2B testimonial should have.


Think of it this way. If you were to present an investment opportunity to the leadership team of a company, they would ask you for some concrete numbers not just in terms of cost, but how you can help said company. The same thing applies to B2B video testimonials. Your scripts need to have some time dedicated to fixed numbers on how your service helped the company in question. This can be difficult for several reasons:

  1. The person doing the testimonial needs to have the statistics in the first place
  2. You may want to have some way to communicate these statistics visually, like a chart

However, it’s well worth it, as there’s a mountain of difference between “I enjoyed this company’s services” and “Working with x company raised our revenue 20%.”

This is part of the reason why it’s a good idea to try and build a relationship with your past clients before trying to request a testimonial from them. There may be some level of effort they need to make to provide you with data to inform your content. This is an easier ask to make if they’re very happy with your services over an extended period. If it helps, you can also throw in some type of incentive.

A Narrative

This may sound like a bit of an odd thing to place after statistics. How do you combine cold, hard facts with the notion of “telling a story?” A narrative in a testimonial isn’t about that, though, it’s about creating a persuasive argument. By the end of a testimonial, your prospective client should know why it makes sense to go with your business above anyone else. 

This is especially important in the B2B segment, where chances are your clients are probably entertaining multiple options at the same time. Your testimonials may literally be up against another company’s to sway their decision. As a result, your testimonial should have a series of points that build off of each other, creating a potent case for your business.

Concrete situations

In the world of B2C, people are a bit more willing to ponder hypotheticals, but it pays a lot more to get down to brass tacks with a B2B video testimonial. Generally, the best format to go with is presenting what the problem was, how your business tended to the problem, and what the final result was. However, don’t be afraid to give details here. The more information you can provide, the more useful your testimonials are.

The one situation where hypothetical situations may be okay is if you are talking about projections. For example, if your client can compare their financial growth in a year or similar time period before using your services, then put up some projections afterwards, this can be an effective addition. It’s ultimately at your discretion how you want to implement this, though. 


Any B2B client understands that there are certain market segments they service. This is why it’s important for participants in your video testimonials to give an explanation of what their company is. This doesn’t need to be overly complex, just a brief explanation of things like:

  • Their market segment
  • Their size
  • How long they have been in operation

These small details are essential to provide context for your audience. For example, if a company says that working with you raised their revenue by 20%, having a reference to what the original revenue was can help the audience make a more educated decision to work with you or not. In addition, if you service a variety of different businesses (like a marketing firm), this section can help prospective clients find the testimonial that best matches their questions.

Video And Your Testimonial Points

So, at this point, we’ve established four main components every testimonial needs to have to do its job. However, what you may not realize is that if you take things to the next level with a video testimonial, you can improve every single one of these key facets. Here’s how:

Statistics: B2B marketing materials, by nature, are going to be more technical than their B2B counterparts. That doesn’t necessarily mean you want it to be overly dry. Adding too many statistics repeatedly can actually make your testimonial difficult to read or come off as inauthentic. The benefit here is that with a video format, it’s a lot easier to add visual elements like charts or footage from your clients to complement the statistics, making them easier to understand.

Narrative: All you have to do is go to a movie and you can see the power of film with narrative. Bringing this to a B2B context, it’s far easier to lay out a comprehensive argument for your business when you’re able to edit together a video, versus a raw interview or written statement. Along with this, you can also put supplementary material into your video to support the narrative, versus having to link to an outside page in text. 

Concrete Situations: Similar to statistics, when you are explaining what your business did for a client in a testimonial, the visual format of video makes it easier to keep your content from being overly clinical or dull. 

Context: The visual element helps a lot here for adding context. Go to YouTube for a while and look at the thumbnails. You should be able to instantly tell what a video is about. With a list of customer testimonials, the logos and colors you use can instantly make it clear to viewers what testimonials are most relevant to them. 

A video testimonial, especially in the B2B world, can be a difficult balancing act to manage. Push the benefits too hard, and it may come off as insincere. Provide an insufficient amount of technical details, and the testimonial isn’t useful. This is why it’s important to have ideas like scripts, timing, and other factors to ensure not just a slick visual production, but content that’s actually helpful for a discerning audience.

This means that you need partners behind the camera and beyond who understand the B2B mindset, and combine that with video expertise. At Testimonial Hero, we offer both. Along with this:

  • We have crews ready to travel to you, with no additional fees, from 54 different metros
  • We take care of all the equipment needed to create professional video testimonials
  • We can also help with scripting and concept refinement as needed.

Reach out to us today if you have any questions or are ready to start working together.

Founder @ Testimonial Hero

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