BizSugar.com › Online Marketing › How to Leverage B2B Customer Success Stories to Engage Prospects

In the high stakes world of B2B decision making, nothing helps to eliminate sales barriers and drive decision maker consensus quite like B2B customer success stories. Why? Customer success stories (aka customer testimonials) are the direct opposite of sales copy. Rather than tooting your own horn for the umpteenth time, a satisfied client is sharing their personal experience with your company.

Testimonials build trust and assuage buyer concerns. They’re verifiable proof that your product has an actual customer base and that your business delivers on its value claims. Most importantly, testimonials show your service is worth the investment. B2B decision makers need to prove the value in the partners and vendors they choose. Testimonials help these folks feel confident that they won’t be left hanging out to dry– persuading them to take a leap of faith and make that purchase after all.