Customer references carry weight. We know by now that people are quick to share their experiences with companies, and these conversations can have a big impact. With 53% of B2B purchases relying on peer recommendations, it’s important to encourage positive feedback.
Build customer relationships to turn these conversations into client testimonials. Ask happy clients to share their stories, and help your business grow.
Why is Collecting Customer References So Challenging in B2B?
If you’re trying to get customer testimonials in B2B, you know it’s not always easy. Obstacles like losing contacts, unclear communication, and no-endorsement policies can get in the way.
“Our champion moved on to another job, so we no longer have a strong point of contact.”
When one of your main supporters leaves, it can disrupt things. This person knew the product well and could speak to its value.
Now, with them gone, building that kind of relationship with someone new takes time, which can delay or stop the process of getting a reference.
“Customers don’t know about your customer reference program.”
Much of the time, clients just aren’t aware of the customer reference program. If they don’t know about it, they’re not going to take part.
This can happen if communication hasn’t been clear or if the process to join isn’t straightforward. Without their awareness, it becomes much harder to get testimonials.
Only 35% of B2B companies have a process to identify and recruit top clients as advocates, which shows how unstructured these programs can be.
Plus, less than 10% of marketing dollars go toward consumer advocacy and engagement, which makes it even more difficult to get these programs noticed.
“The sales rep says the customer has a no-endorsement policy.”
Some companies have strict no-endorsement policies, even if they’re happy with the service. It’s frustrating because these policies stop them from providing a reference, even when they want to help out.
This limits the number of references that can be used. Given that references have an 80-85% likelihood of influencing a B2B purchase, missing out on these client testimonials can impact your marketing and sales efforts.
“We don’t want to bother them because the contract is up for renewal.”
Timing can be tricky. When a client contract is close to renewal, there’s often a hesitation to ask for a reference. The focus is on renewing the contract. Adding a request for a reference might feel like unnecessary pressure at a crucial time.
What Makes a Good Customer Reference?
A good customer reference genuinely likes your product and eagerly shares positive experiences. They should clearly explain how your product has benefited them with specific examples.
Their story should align with your target audience’s needs. Make sure they are still satisfied with your product and willing to give honest, straightforward feedback.
21 Ways to Get More Customer References
If you’re wondering how to get customer references, plenty of strategies and tips can make the process easier.
1. Know Your Champions
Start by finding your most loyal customers—those who keep coming back for more. These clients speak highly of your brand and recommend it to others.
By focusing on these customers who engage with your brand, leave feedback, and refer others, you can create a reliable group of people willing to provide references. Keeping track of these clients makes it easy to reach out when you need a testimonial for your customer reference program.
2. Understand Their Goals
Before asking for a reference, understand what your customers want to achieve and what they care about. For example, building emotional connections and brand loyalty with the new generations is important as Millennials and Gen Z gain more spending power.
It’s no longer just about how your brand handles sustainability or ethics. Clever marketing won’t cut it either – it’s about building relationships that align with what your clients care about.
Brands today must do more than just sell—they need to connect. They need to meet customers’ expectations and create experiences that reflect shared values. This approach builds long-term relationships and makes it easier to secure client testimonials or customer references for your customer reference program.
3. Ask for Customer References Often
It’s simple – if you don’t ask, you won’t get. Many businesses miss out on positive reviews and valuable customer references because they don’t ask often enough.
Make reference requests a natural part of your customer reference program through regular interactions, like after a successful project, during a quarterly review, or even at the end of a positive email exchange.
4. Start with Your Biggest Ambassadors to Build Momentum
To get testimonials or customer references, start by asking your most enthusiastic customers. Their positive feedback can help build momentum and make it easier to ask others. When potential references see respected brands or people vouching for you, they’re more likely to jump on board, too.
5. Research and Tailor Your Customer Reference Outreach
Every customer is different, so your approach should be, too. Do your homework and research your prospects before you ask for a testimonial or a customer reference.
There’s a reason why 40% of marketers are using consumer research to guide their decisions. It helps them tailor their approach and ask the right questions. So do the same to make your requests more relevant.
Customize your outreach by showing how their unique experience can help others. This personal touch increases your chances of getting positive client references and testimonials. Make it a part of your customer reference program.
6. Ask Multiple People at the Same Organization to Be References
Don’t stick to just one contact within a company. Reach out to multiple people from different departments or levels to be customer references. This approach gives a fuller picture of how your product or service benefits the organization.
For example, if you’re working with a tech company, getting feedback from both the IT department and the marketing team can highlight how your solution benefits technical and non-technical users.
7. Use Your Customer References in Content
The most trusted information for buyers comes from their peers. You can build that trust by using customer references or sharing real, evidence-based content through your customer reference program.
Include client testimonials or customer references in marketing assets, like case studies, blog posts, and videos. This helps build trust and makes your marketing content more credible.
Using User-Generated Content (UGC) is a great way to do this. When your clients create content like video reviews, unboxing experiences, or testimonials, it adds a real, personal touch. A simple post can go a long way.
Sharing this content on platforms like Facebook, Instagram, and YouTube shows how your products work in everyday life, making your customer references even more powerful.
8. Be Sincere and Express Gratitude
When a customer agrees to be a reference, it’s important to show your appreciation. A simple thank you can go a long way, especially in building a successful customer reference program. 74% of people say that customer loyalty is about feeling appreciated and understood rather than receiving special offers.
64% mentioned they are willing to spend more on a brand that remembers them and offers a personalized experience. Saying thank you strengthens your relationship and makes clients more likely to help you again.
9. Don’t Be (Too) Afraid to Ask References for More
When a customer agrees to be a reference or offer a testimonial, it’s okay to ask for extra help, like joining a mini case study, offering client reviews, or giving a quote for a press release.
Most customers are willing to help. A survey found that, of 74% of customers who were asked to provide feedback, 68% were willing to do it.
So don’t worry about asking—they’re usually happy to do it. Just remember to give them time between requests and respect their schedule. Keep your customers happy; it benefits your customer reference program!
10. Ask Sales for Help
Your sales team understands how to get customer testimonials or customer references. They often have the closest relationships with customers. So, leverage this by asking them to gather testimonials on your behalf or simply asking for tips. Your sales team is an essential driver of your customer reference program.
They can do so more naturally during their regular interactions with clients, which is a simple, effective way to get a customer’s testimonial.
11. Promote Your Customer Reference Program
Don’t keep your program a secret – promote it through your website, newsletters, and social media. Find creative ways to highlight its benefits, like sharing success stories or offering a little incentive.
The more visible it is, the more likely customers will volunteer to be a part of your customer reference program. This also creates awareness and positions your program as an opportunity for customers to show off their success.
12. Let Your Customers Know What’s in It for Them
Customers are more likely to provide testimonials if they see a benefit for themselves. This could be increased visibility, networking opportunities, or sharing their success story.
You can also encourage participation by running social media contests or giveaways with prizes or offering a gift card for sharing your post. Communicate these benefits when you ask for testimonials.
13. Keep an Eye on Social Media and Third-Party Review Sites
31% of people in the U.S. use review sites to compare products. 75.5% rely on them when making a purchase decision, and 49% trust them as much as personal recommendations from friends or family. This makes third-party sites a powerful source of social proof and a goldmine for potential references.
Don’t forget about social media, too – it’s where consumers share their experiences in real time. Over 90% of consumers turn to social media for shopping advice, and 31% of B2B professionals say social selling helps them build deeper relationships with their clients.
By keeping an eye on both third-party review sites and social media pages, you can spot clients who are already giving positive reviews, making them great candidates for customer testimonials. A positive written review or social media post about your product is the perfect chance to ask for references.
14. Add a ‘Wall of Love’ or Customer Reference Request Form to Your Website
A ‘Wall of Love’ on your website, where you feature testimonials and customer references, can be a powerful tool. Adding a testimonial request form on your site makes it easy for clients to share their stories. This approach can work well alongside your active efforts to gather testimonials.
15. Keep Track of Referrals
Referrals can lead to quality references. Make sure to track who is referring customers to your business. Consider asking them to provide a positive review and reference. A well-organized referral tracking system can help you identify these opportunities.
16. Offer Gift Cards or Other Incentives
Incentives can be a great way to encourage customers to provide reviews and references.
According to research, 76% of customers are more likely to return to a company with a good rewards program, and 61% say rewards programs are important to their decision to give a company repeat business. Offering gift cards or other incentives can be a win-win for both parties.
17. Request Customer References Right After Purchase
Right after purchasing, customers are usually most excited about your product. This is the best time to ask for client reviews or customer references because their enthusiasm can lead to a great testimonial or a willingness to speak with other potential customers. Make this a habit to boost your customer reference program.
This shopping high is due to the brain releasing dopamine, which makes people feel motivated and excited. This burst of good feelings happens before and after a purchase, making customers more likely to share positive feedback.
Serotonin also kicks in, boosting feelings of happiness and making them even more open to giving a positive reference. By asking during this high, you increase your chances of getting a strong testimonial or customer reference.
18. Bring Customer Reference Program Up Naturally in Customer Success Calls
Customer phone calls are a great time to mention your program. If they’re happy and the conversation is going well, ask if they’d be willing to serve as a reference.
You can discuss how they’re using your product, any issues they might have, what they love about it, and any action items from the conversation. This makes it easy to introduce the idea of being a reference if they love your product.
19. Host Customers-Only Events
Invite your customers to speak or join a panel at your events. This lets them share their stories with others and helps strengthen your relationship with them beyond your customer reference program.
For example, Forbes invited a team from the Netflix show Stranger Things to join Adobe on a panel at the National Association of Broadcasters (NAB) show. As an Adobe customer, Netflix uses their software for the show’s visual effects.
The session was so popular it was named “One of the Top 10 Things to See at NAB,” and the live stream got over 10,000 hits in just 24 hours.
Hosting similar sessions at your events can make your customers feel appreciated and more likely to provide references in the future.
After the session, you can also ask them to stick around for a meetup or informal Q&A to connect further and gather client testimonials or customer references.
20. Swap Customer References
If you’re wondering how to get customer testimonials, consider swapping references with your business partners. You can recommend their products or services to your customers, and they can do the same for you. This simple approach helps you gather testimonials while also building stronger business relationships.
21. Use a Customer Reference Management Tool
A customer reference management tool makes getting and managing quality customer references easy. It keeps everything in one place and helps you track requests so nothing slips through the cracks.
It also offers insights on which clients are most likely to give solid customer references. By using a tool, you also avoid overloading a single customer with too many requests. Quickly collect testimonials and secure the customer references you need.
Get more customer references with RO Innovation
Managing customer references can get complicated, especially as your business grows. A user-friendly customer reference management tool, like Upland RO Innovation, helps make this process easier.
It allows you to serve up the best customer references when you need them, accelerating sales cycles and bringing you one step closer to closing deals.
With automated workflows, you can keep information up-to-date and avoid the scramble for accurate references, which is especially important when sales cycles are on the line.
Want to make customer reference management easier? Book a demo to find out how it can help you close deals faster.