You’re doing testimonials wrong. 4 steps to make them work harder

For B2B SaaS brands, testimonials are critical for your marketing success. But so many brands get them wrong. Here are the mistakes I commonly see with testimonials:

❌ Not marketed correctly 

❌ Not having enough of them

❌ Too long, so no one reads them

❌ Too broad/vague, making them sound generic or fake

Here’s how to acquire and make testimonials incredible marketing assets...

Don’t just ask for testimonials 

Request clients to write them in this structure 

1. How the customer struggled before finding you

2. The solution you offered

3. How their business has improved since working with you

Use your testimonial to tell a story. Prospects will see themselves in that vision and think, "Wow, I want that too". 

Create a long and short version

The original version should be one or two paragraphs. These are perfect for adding to case study articles or PDFs. 

You should also create a short version using the best single sentence. You may need to custom-write the sentence as a summary (get permission if you edit it). 

Single-sentence testimonials are perfect for social posts, ads, website homepages or landing pages. 

Match each of your features with a testimonial

This will take a little work, but try to get a testimonial for each of your specific features. This way, when someone reviews a feature on your website, there will be a testimonial from someone saying how awesome it is. 

You can do the same with industries and use cases. 

Check out how Hireful does it (they’re a Rocket SaaS client):

Write it for them

Some clients are too busy/rude to write a testimonial for you. Offer to write it for them, and they can sign it off. This way, you can craft it exactly how you want it. Remember to use my formula from above.  

Use testimonials in ads

Some of our top-performing ads for our SaaS clients are testimonial ads. They only tend to work within the retargeting ads funnel. 

Below is an example from one of Rocket SaaS’ clients, Little Vista:

By following these tips, you’ll turn testimonials into a powerful marketing tool that drives trust, engagement, and conversions. Don’t leave them to chance, make them work harder for you!

Until next week!

Ryan James, Founder @ Rocket SaaS

P.S. Struggling to generate SaaS leads? Apply for a free SaaS marketing strategy call with me.