How to write a testimonial as a business (B2B) customer

By Indeed Editorial Team

Updated 17 June 2022

Published 3 January 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Customer testimonials are a powerful tool for business marketers. Businesses that are focused on working with other commercial enterprises, as opposed to those selling directly to consumers, benefit significantly from the social proof that customer testimonials provide. By structuring the testimonials you solicit from your customers, you can help them create a compelling piece of sales collateral to advance your business goals. In this article, we examine the structure and key elements of creating an interesting customer testimonial for the B2B sales environment.

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What is a testimonial?

Testimonials are one of the most important tools a company can use to show potential customers how valuable their products and services are. These are brief statements that describe how a product or service worked for a customer. Typically, businesses request clients to write these statements and provide a desired format and length to the customer. Having a positive relationship with your customer is a key foundational element of getting a truthful endorsement from them. Consider how satisfied your customer really is with your product or service to make sure your request for a testimonial is welcome.

When asking for a client testimonial, you are often asking for your customer to volunteer their time to help your business Once you've made sure that your relationship and the level of satisfaction with your product or service is strong enough to solicit an endorsement, consider how you can help your customer provide an effective testimonial. Providing a structure and examples or ideas of effective testimonials can be helpful to your customer to create their own.

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How to write a testimonial

By learning how to write an effective testimonial for a product or service, you gain both an understanding of how to market your business more effectively and an understanding of how to help your best customers share their appreciation for what you do. Clients typically write testimonials, though it's also common for a client who appreciates your work to endorse a testimonial that you write on their behalf. In either scenario, knowing how to structure this piece of marketing writing can create positive results for your business and may bring additional benefit to the client.

Consider the purpose and the target audience for the testimonial. In a B2B environment, the purpose is typically to help sell a product or at least to raise awareness of it to the target customer. The audience is typically an industry professional. Use the following list of tips to create a testimonial that brings benefit to the intended reader, helping them understand the product and make a decision that is useful to their business:

1. Explain your specific situation

When writing a testimonial, especially in a B2B environment, sharing what you do as a customer and what challenges you face is a key foundational step. By clearly explaining your business challenges before using a product or service, you signal to other potential customers who are in a similar position that this testimonial can give them useful insight. The first step of a testimonial makes it easy for customers like you to see themselves in your story. By providing key details, you are increasing the likelihood that others who need this specific solution can find it.

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2. Provide specifics of the problem the product solved for you

Don't feel pressured to reveal sensitive information about yourself. Instead, you can concentrate on the specifics of the challenge you were facing. As business people often deal with a continuous flow of additional problems and challenges, clearly and quickly stating what the product or service solved for you automatically catches the right customer's attention. This section can be only a sentence or two. Its purpose is to catch the attention of the relevant customer and then lead them to find out more by continuing to read your testimonial.

3. Be specific about the benefit you received

Marketers commonly make the mistake of talking about their product's features, rather than benefits. While the creator of a product or service is understandably excited about how they solve a customer's problem, most customers pay more attention to the benefit they receive. An effective testimonial concentrates on the benefit of the use of the product and can omit irrelevant features. Since the purpose of the testimonial is to help the right client or customer to find the product or service, it can focus on the value that the client receives with their purchase.

4. Keep the purchasing cycle in mind

Business-to-business customers pay close attention to the problems to solve and make impulse buys less frequently than consumers do. The prices of B2B services and products also typically require a significant investment of research and evaluation time from the customer. Because these decisions take careful consideration, effective communication of benefits in testimonials can focus more on numbers and specific outcomes. By mentioning specific business metrics and how they've improved with the use of the product or service, you create an effective and memorable testimonial that is more likely to persuade the potential buyer.

5. Explain how the product furthered your mission

Businesses often engage in a complex chain of actions to accomplish long-term goals. A typical B2B product or service addresses only one or two actions in that chain. An effective customer testimonial goes beyond pointing out the immediate benefit. Rather than concentrating on a single action, an effective testimonial connects how the product improves the overall workflow for the customer. To create a broader perspective of the benefit of the purchased product, consider explaining how the benefit contributes to the long-term overall mission of the company.

6. Use the testimonial as an opportunity to stand out

Connecting the benefit your organisation received with the ability to fulfil your overarching mission also gives your organisation additional visibility. This way, your testimonial regarding a product can actually be a piece of brand messaging for your company as well. You can create greater visibility for your mission and your brand by writing an effective testimonial. As the product creator uses your testimonial in their marketing, you get the benefit of potential customer attention, especially if your testimonial provides a clear description of your work in terms of the overall impact you seek to deliver.

7. Share the high point of your experience

Another idea to keep in mind when writing an effective client testimonial is to highlight the key point of delight. While the conversation about your challenges, benefits and overall mission gives a context for your experience with a product, the high point helps crystallise the value of the product. Presenting a very specific moment of delight you experienced with the product or service also helps the potential customer remember the testimonial.

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8. Explicitly state the significance of solving the problem

Providing a clear and relatable moment of delight can be the shortcut to bringing up the related benefits in a customer's mind when they encounter a problem that requires the product in your testimonial. This anecdote isn't required to be dramatic to be effective. By conveying a genuine and relatable example of the benefit of the product, you are likely to capture the attention of the customers who routinely need the benefit described. In many cases, a customer may not be aware of a pain point that the product solves, as the business challenge may be routine.

9. Use official brand and industry terminology

Professionals in an industry often develop their own terminology that may seem strange or be difficult to understand for the layperson. Writing an effective testimonial takes this language into account. While jargon and acronyms can irk the reader when overused, the use of relevant terminology shows that your testimonial comes from someone qualified to comment on the value of the product or service. B2B professionals often seek advice from qualified industry insiders.

10. Keep it short

Create a testimonial that conveys the key information in a condensed, pithy manner. Busy professionals scan marketing materials to extract the most valuable information quickly. Concentrate on delivering your message without going on tangents or over-explaining your challenges, benefits or product features. Because this is a piece of communication intended for industry professionals, you can assume a baseline knowledge of how your industry operates and the significance of the challenges you face. By creating a testimonial that is easy to read and digest quickly, you ensure it can serve as an effective marketing tool.


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