Client Testimonial Essentials: The What, Why, & How Guide

How remote video testimonials can help your SaaS business

With the Software-as-a-service sector booming, the race is on to claim a slice of the SaaS pie. And the pie is humongous if statistics are any indication.

As per Gartner forecasts, end-user spending on public cloud services is expected to reach $482 billion in 2022.

The size of the pie has even attracted the likes of Apple Inc., which is planning to expand its already impressive SaaS footprint further.

But with just one pie available, not every SaaS player can hope to get a slice. The entry of big guns is not making it easy for them.

So, how can smaller SaaS B2B companies claim their fair share of the pie? What challenges do they face? We decided to ask the SaaS businesses themselves.

Here is what they have to say:

Referrals are not coming in, and customers are not engaging with our brand.
We are struggling to find new clients for our business.
As a start-up, we are looking for a cost-effective way to gain more clients.

B2B SaaS businesses, both hard-nosed veterans as well as promising start-ups, want this question answered:

“How can SaaS companies find paying customers easily, cost effectively, and consistently?”

How indeed? Let us find out how we can turn challenges into opportunities with Client Testimonials:

To understand the power of testimonials, let us suppose you are planning to buy an expensive piece of software. How would you go about it?

As a new-age, net-savvy buyer, you would not take the sellers’ word for its efficacy. Those days are firmly behind us so much so that even sellers themselves encourage the prospects to read customer reviews and client testimonials before they buy their product.

Let us say your B2B SaaS business is looking for a reputable video production agency to meet your needs for product training videos, explainer videos, product marketing and product demo videos, docs-to-videos, or even remote video production for testimonials.

You go to Google and type in “B2B SaaS videos” as the search term. Sure enough, you will find Content Beta mentioned on the first page of the Search Engine Results!

You would go to the Content Beta website and have a look around. You are impressed with what you see but you want to know what customers have to say about the company.

Your next stop would be a review site like G2 to learn more about Content Beta.

There are two possibilities here:

You might find overwhelmingly negative reviews and bad customer experiences.
The other possibility is coming across mostly positive or mixed reviews.

Fortunately, this is what you will see on the G2 website: An almost perfect rating to make you feel that they are a company you could do business with:

Has Content Beta earned the honor of having you as their valued client?

Not so fast, would be your response. You would then go to YouTube for more reviews, and maybe, watch a few videos.

Satisfied, you would head to the Content Beta website, and look at their portfolio, the guides, the FAQs, and so on. Finally, you complete the formalities, by clicking the ‘Schedule a call’ button!

What you are looking for is approval from people who have done business with them and who are happy with it. The positive customer reviews convinced you to work with Content Beta.

This is the typical process most customers follow. According to this report, nearly 97% of B2B buyers regarded consumer reviews as more credible than other types of content.

“Approval from people of integrity matters. They can remove those last vestiges of doubt from your mind.”

In other words, client testimonials and customer reviews can play a major role in alleviating the miseries of B2B SaaS businesses.

As far as this guide is concerned, it is divided into two sections:

The first section talks about Client Testimonial Videos and how they can help SaaS businesses.
The second section is devoted to a general discussion on the client testimonials.

PART I: Client Testimonial Videos & their Impact on B2B SaaS Companies

Let us explore SaaS Client Testimonial Videos and how they can help your business:

1. What are SaaS Client Testimonials?

When considering a new software application, many customers turn to online reviews and testimonials to gain an insight into what others have found useful. However, few customers know that they can also find customer testimonials for SaaS products.

Here is an example of Client Testimonials on the Content Beta Homepage.

Client testimonials are a powerful tool for marketing and selling SaaS products because:

They show customers that you care about them, thus boosting their loyalty to your business. They might even encourage prospective customers to try out your product.
They help potential customers see how the product works and see if it is a good fit.
They help build trust and credibility with potential customers and provide a valuable perspective on the product.

“Before approaching the clients for testimonials, make sure that they have used your service or products, and that they are happy with the results.”

2. What are the different types of Client Testimonials?

There are four types of testimonials: Written, Video, Audio, and Social media. Each type has its pros and cons. Generally speaking,

Written testimonials are typically longer and more detailed than video or social media testimonials. They are more effective when they are longer and more detailed.
Video testimonials are more personal. They can be very effective if done well but should be short and precise.
Social media testimonials are short and to the point, making them a perfect choice for quick scrolls through social media feeds.
You can also use audio testimonials, which as a concept is becoming popular.

“Going by the latest marketing trends, however, Client Testimonial Videos would seem to have developed an edge over other types of testimonials.”

3. What are B2B Client Testimonial Videos?

There is no way to know if your customers are happy with your product unless you are able to hear how they talk about it. With SaaS products becoming more and more popular, it is more important than ever to know what your customers are saying about them.

One way to stay on top of your business is by creating client testimonial videos.

B2B SaaS Client Video Testimonials are short, engaging videos that you can use to create a lasting impression on customers and prospects, as well as strengthen relationships.

They feature clients talking about their experience working with your company, what you did for them, and how they were satisfied with the results. Using Client Testimonial videos, you can:

Show off your work, impress prospects, and convert them.
Influence potential customers to choose your company for their needs.
Use them on your website, social media pages, or even in sales video examples and presentations.

An example of a Client Testimonial Video that our client Leadfeeder received from Cooleaf:

4. What Makes B2B SaaS Client Testimonial Videos Effective Lead Generators?

Client testimonial videos are effective at lead generation because they allow businesses to communicate with their customers in a personal way. In addition, they:

Help build trust and credibility with customers, and increase sales.
Demonstrate the product or service in action and can help convince potential buyers to choose your company over the competition.
Helps customers understand how they can use the product or service and how it will benefit them.

However, making sure that a business testimonial video is effective and it resonates with viewers is essential. To do that you need to give context to the customer testimonial videos by making sure that:

The content reflects the brand’s values and mission and the message conveyed in the video is consistent with what consumers expect from the company.
The tone is appropriate so that the video feels genuine and not contrived or staged.
You provide a brief introduction of the individual featured in the video. This will give viewers a more complete understanding of their motivations behind participating in the video, which can ultimately help them form an opinion about it.
You include clips from other testimonial videos to provide context for viewers who may not have seen or heard about this particular one before.

“Videos can help connect with potential customers on a personal level, which can help with lead generation and customer loyalty.”

This Client Testimonial Video features 21st Century Fox executives, who talk about their experience using Zoom both for creative and business purposes across the 40,000-employee organization. By the way, the YouTube view count for this slick video is a cool 1.15 million!

5. Why are B2B SaaS Client Testimonial Videos Important and Why are they better than Text-based Testimonials?

Creating client testimonials can help you attract new customers and retain current ones by demonstrating the value that your company offers.

Client Testimonial videos are more believable than text-based testimonials because they provide a visual element that helps the viewer connect with the person giving the testimonial.

People are more likely to believe in something if they can see and hear evidence from others, and therefore, testimonial videos are a powerful marketing tool.

In addition, they demonstrate your willingness to put yourself “out there” and allow customers to see the human side of your business.

Additionally, testimonials can be used to:

Prove the efficacy of your marketing campaigns.
Establish your product or service as being reliable and valuable. This can be especially important if you’re trying to attract new customers or win over current ones.
Prove the efficacy of your marketing campaigns—after all, if someone is willing to publicly endorse your product or service, it is doing something right.

Listen to Cate Smith, Corporate Chef, talking about our client Galley and their app and how it has become indispensable to her restaurant staff in this Client Testimonial Video.

6. What are Some Best Practices to Create Client Testimonial Videos?

Regardless of the type of industry, you want your customers to keep coming back. And giving them compelling content is one way of doing it.

Many companies are starting to use client testimonial videos and stories to provide a personal touch to marketing and spread the word about your company and win new business.

Here are some tips to help you make effective client testimonial videos:

Start by scripting out the questions you want to ask your clients. This will help them stay on track and ensure that they cover all the key points you are looking for.
No one wants to watch a long, boring testimonial. Aim for around 2-3 minutes max.
Use good lighting and sound. Nothing ruins a testimonial like poor production values.
Edit your footage—not everything your clients say will be usable in the final video.
Consider the length of your video and make sure you have enough footage.
Know what your clients do and do not want from their testimonials—this is important to ensure that you are not giving them more than they need.

“Don’t forget to mention your website and social media links in the description of your video and a good Call-to-action in the video.”

This Client Testimonial Video features multiple clients from across industries talking about how useful their Ascender HCM payroll system is.

7. How to Create Good Client Testimonial Videos?

When creating Client Testimonial Videos keep the following pointers in mind:

Goal: It could be generating feedback, growing customer loyalty, or simply learning more about your customers.
Credibility: Approach people who have had positive experiences with your product.
Plan: Spend time setting up pre-production, production, and editing schedules to create a professional video that reflects the high quality of your products or services.
Context: Include information about how the client used your product or service to help viewers understand why they might have had success using it.
Flow: Get your clients to narrate their experiences from start to finish. This way, viewers know exactly what they are getting into before watching—no surprises!
Authenticity: Always make sure the testimonials in your video are real. Do not use actors or fake accents; this will ruin the credibility of your video.
Demographics: Include diverse groups from your customer base to show that your product or service is valuable for everyone.
Content: Make sure your testimonials are relevant and interesting for your audience.
Tips: Include tips or advice for people planning to buy your products or services.
Sharing: Since testimonial videos are so popular on social media, it is important to make sure your video content is shareable and interesting.
Visuals: A visually appealing video helps you to stand out from the competition.

“Including links to other useful videos is good because prospective buyers might want to see things for themselves.”

For example, your Client Testimonial Video could include a video like this product demo video (Content Beta video for Arrowstream) so that prospects can check out the product right away.

8. How can B2B Companies use SaaS Client Testimonial videos?

Client Testimonials are a great way to rally your audience and encourage them to share your content. But you may be wondering how and where to use them.

Website: Many SaaS companies have started using client testimonials on their homepage to showcase the experiences that the company’s customers have had with the product.

They know that when a prospective buyer visits their website, they would have already done their homework. They would have read reviews and watched product demo videos. What they are looking for now is an endorsement from happy customers.

Example: Content Beta Home page featuring Client Testimonial videos.

Landing pages: They are a perfect place for hosting video or text-based testimonials as a client testimonial might just spur the visitors to click on your call-to-action button.

Business networking sites: LinkedIn posts with client testimonial videos are particularly effective and can help you with lead generation and to increase brand awareness.

Blog posts: You can include client testimonial videos as part of your blog posts and product descriptions.

Social media networks: With every social media network paying particular attention to videos, remote video testimonials can be a potent tool for reaching out to a wider audience.

“A cold email need not be too ‘cold’ after all. Attaching a client testimonial video can quickly change the scene in your favor.”

9. What are the benefits of B2B SaaS Client Testimonial Videos?

A well-done B2B SaaS Client Testimonial Video production can help businesses to:

Connect with customers on an emotional level.
Show them you care about their brand experience and that you value their feedback.
Communicate your company’s story and improve customer engagement.
Show off your customer service skills.
Show your company’s value proposition.
Demonstrate why you are better than your competitors.

Watch this cool and funky Client Testimonial Video from our client metadata.io that uses customer voice mashup.

PART II: The General Discussion on Client Testimonials

1. What is the Psychology Behind Client Testimonials?

Deciding which new service or product to buy can be tough. With so many options out there, how do you know which one is the best for you?

Client testimonials are a form of review that can help you make that decision. Unlike other forms of online reviews, testimonials are written by people who have actually used the product or service.

This means such customers can share their personal experience with you and give you an idea of what to expect if you decide to use the same company or product.

“Simply put, if other people have had good experiences with a particular company, that is probably a good sign that you will too.”

2. Why are SaaS Client Testimonials important?

Client testimonials are important pieces of evidence that a company can use to sell its services.

They are a valuable tool for businesses to convince prospective customers to try out their product or service.
They can provide a sense of legitimacy and help build trustworthiness.
They can help persuade potential customers to make a purchase decision based on what other people have experienced.
They can inspire others to achieve success by following in the footsteps of those who have embraced the product or service before them.

“The importance of client testimonials stems from their unparalleled ability to lend a sense of legitimacy to a business.”

This Client Testimonial Video is the courtesy of Mr. Chad Burmister, founder and CEO of ScaleX, one of Content Beta’s first clients.

This testimonial helped establish Content Beta’s reputation as a formidable SaaS video content creation company.

3. Why Should B2B SaaS Businesses Not Ignore Client Testimonials?

Many potential customers are hesitant to make purchasing decisions without first reading customer reviews.

This is especially true for software as a service (SaaS) companies, where the average customer retention rate is low. SaaS companies try to woo customers using a variety of methods like discounts, gift vouchers, and free trials.

However, it is the customer testimonials that really seal the deal.

“Customers expect to know from others about their experience with a brand before they consider making a purchase.”

4. How do SaaS Client Testimonials help with Marketing?

Client testimonials are a powerful way to connect with your ideal audience, to validate your products, and convince people to buy from you.

In recent times, they are proving to be potent weapons in the marketers’ armory. We are witnessing marketers turning testimonial pages into a conversion machine using the client testimonial as a hook to compel people to fill out a form or, even better, to buy.

Are client testimonials a panacea to the woes of Software-as-a-service providers?

They could be if you can get the clients to talk candidly about their happy experience with your brand, with your product, the onboarding strategy with exhaustive customer support videos, or having your customer support team at their beck and call!

“Client testimonials provide a reliable way for companies to offset the diminishing returns on conventional marketing methods.”

This Client Testimonial Video features Ms. Nathalie Nayman, Director of Marketing Strategy, Compstack, explaining how Content Beta videos have been a great help to them.

5: How can B2B SaaS Companies go about Gathering Testimonials?

Testimonials from happy customers add credibility to your business and can help persuade potential customers to do business with you.

But how do businesses go about gathering testimonials?

They can ask the clients to complete a survey about their experience with your business.
They can collect stories from the clients about how their product or service has helped them solve a problem.
They can ask the clients to record a video testimonial- in-house or using a video testimonial service.
They can request the clients to write a letter of recommendation that they can use on their website or in marketing materials.

Not everyone is comfortable asking clients for testimonials. So, what is the best way to do it?

“Approaching the clients directly for a testimonial works best in most instances.’

6. Why should B2B Software Companies run Client Testimonial Campaigns?

The most common way to generate customer testimonials is through a campaign. A campaign allows you to gather testimonials from multiple customers, which will help you create a more diverse range of insights on the products or services that you provide.

The purpose of this type of campaign is to generate awareness for the company and its products, as well as to increase sales.

In order for it to be successful with your campaign:

There should be a good number of testimonials from satisfied customers representing different industries/sectors.
It should help you build a group of loyal clients who are willing to share your product information with their friends and peers.
The testimonials should enable users to see how others are using your product and get some insight into what they could do with it.

“If your Client Testimonial campaign can get your clients to talk about your product and share their experience with the world, it will have done its job.”

7. What Should an Ideal Client Testimonial be Like?

A good client testimonial will not only highlight the benefits of your product or service but will also demonstrate the professionalism of your business. In addition, it should:

Highlight how your business is unique or different from other businesses and what makes you stand out.
Convince a prospective buyer why the testimonial giver is best qualified to talk about the product or service.
Create a feeling that the testimonial giver has used the product or service and is well-versed with it.
Focus on the value of the product or service.
Get creative and make it as detailed as possible.
Include as much product information or service as possible because a potential buyer will want all the details.

“Don’t be too ‘salesy’. Remember, a testimonial is not about selling your product or service. It is about experiences and opinions.”

This Client Testimonial video features Ms. Arianna Gonzalez, Growth Marketing Lead at Lawcus, and is a good example of professionalism that you can use in your videos.

8. How do Testimonials help you Rank Higher in Search Engine Results Pages (SERPs)?

Every website owner knows the importance of testimonials, but did you know that these reviews—which generally come from customers—are also crucial for Google?

Google considers customer reviews to be official “evidence” that a website is a trustworthy business. Google can use this information to “pre-rank” your website, which means your website will rank higher in the search results.

In fact, as videos have become more popular, the Google algorithm favors videos in general. Your reward is prime real estate space on the first page of Google.

“Just as important: Google and other search engines also rank business pages based on how popular, trustworthy, relevant, and high-quality those reviews are.”

Here is some statistics:

This study shows that video search results have a 41% higher click-through rate (CTR) than text results.
This survey shows that an average user spends 2 minutes on your site when they watch a video.

9. What Should a Client Testimonial Talk about your Company?

Here is a sample questionnaire you can send to your clients to help them organize their thoughts. This gesture will go down well with clients because it saves them time and effort.

What do they like most about your product?
Example: “What I love about [your product] is it works seamlessly across devices, something we had trouble with our previous vendor.”
What is the primary reason that people buy from you?
Example: “All other things being equal, we have stuck with [your company] because their customer service is quick and efficient.”
Why did they choose your company over the competition?
Example: “We made the best use of the generous 30-day free trial. In the end, we let our team decide.”
What do you do better than other companies?
Example: “We were unhappy with our previous vendor’s customer service. [Your company name] is quick and efficient.”

“While it would be desirable to let your clients be spontaneous, it would not hurt to help them with a set of topics to talk about.”

10. What are the Benefits of Client Testimonials?

They help B2B SaaS companies to:

Build trust among prospects.
Demonstrate credibility and expertise.
Help with lead generation.
Increase customer retention rates.
Increase customer satisfaction levels.
Build a sense of community and belonging among customers.
Improve conversion rates and ROI.

11: What Guidelines should a SaaS Business follow when using Client Testimonials?

Capturing client testimonials for content marketing is an effective way for B2B companies to increase brand awareness and trustworthiness.

Content marketers have transformed client testimonials from a few sentences to full-blown blog posts with images. Although certain techniques and aspects of testimonials have changed over time, the best practices remain unchanged.

The main challenge with testimonials is that it can be difficult to determine their validity. However, they can be overcome by following some basic rules:

Do not exaggerate or make claims that are not true.
Use testimonials to highlight your unique selling proposition (USP).
Make sure testimonials are recent and relevant to your audience.
Keep testimonials short and sweet.
Use client feedback to improve your product.

“The number one rule to follow is to make sure your testimonials are genuine and reflect the views of your customers.”

12. How are B2B SaaS Client Testimonials Different from other Types of Endorsements?

Many businesses regard word-of-mouth as the best form of advertising. This is especially true when it comes to SaaS businesses, as potential customers are far more likely to trust the recommendations of people they know than any advertisement or marketing ploy.

One of the most effective ways to get word-of-mouth marketing going is through client testimonials. Potential customers want to know that you are legit and that you are not just some fly-by-night operation that is going to take their money and run.

In other words, testimonials are designed to reinforce your company’s credibility by showing how satisfied and happy your customers are with their experience.

“Client testimonials are different because they reassure people that they are making a good decision when they select your company.”

13. How is a SaaS Client Testimonial different from a product review?

Product reviews are usually written by the individual who evaluates a particular product.

A client testimonial, on the other hand, describes a company’s experience with a product or service. It may be used to promote the business to potential customers.

Clients rarely go around publishing or providing feedback unless they get specific requests from suppliers/vendors.

A client testimonial is not easy to earn but valuable nevertheless because it is not just a review, but an independent, unbiased opinion from a client who has used the product.

“A satisfied client, contrary to the general belief, would be more than happy to advocate your brand and products. So, B2B SaaS businesses should not hesitate to ask them.”

14. What do Numbers Reveal about SaaS Client Testimonials?

What do the numbers tell about the power of client testimonials? Let us find out:

Sr. No.	Source	KPI	Statistics
1	Big Commerce	Trust	92% of customers rely on online reviews before buying
2	Big Commerce	Quantity	A review count of 50 or more on multiple product pages can lead to a 4.6% increase in conversions
3	Strategic Factory	Revenue	Using customer testimonials regularly can increase revenue by approximately 62%
4	Yotpo	Traffic	In comparison to those without testimonials, websites using testimonials saw a 45% increase in traffic
5	Forbes	Effectiveness	More than 70% of marketers say video converts better than any other media

15. What are the limitations of text-based testimonials?

Testimonials seem to be everywhere. They are an easy way to help your business grow and provide a valuable resource for your potential customers.

The problem with text-based testimonials is that:

They are not always authentic. That is where client testimonial videos can help as they are much more difficult to fake.
They are difficult to create and share, and they can be less powerful than video testimonials.
They also do not always provide the context that customers may want or need to understand how their experience relates to the product or service.

“The biggest limitation of text-based testimonials is that they could be seen as “fluffy”, superficial, or cheesy if it does not come from authoritative sources.”

Conclusion

In a perfect world, potential customers would trust your business and product without the need for endorsements. However, in reality, potential customers need to be assured that your product is worth their time and money.

Testimonials are words of appreciation from happy customers. They are valuable because they provide an unbiased third-party endorsement of your product or service.

A client testimonial is truly a B2B SaaS marketer’s dream come true!