B2B customer testimonials suck. We'll explain why and provide some ideas for how to make testimonials videos not suck.

Here's a scenario I've faced many times throughout my career: a customer success manager has a quarterly business review with one of your biggest customers. The QBR goes extremely well, and the customer is experiencing significant success against their business goals. Me: Did you ask them to do a testimonial? Customer Success Manager: No. We're going to try to do an expansion deal. I get it, the money is more important, but you have to strike while the iron is hot. Expansion

It’s my belief that when many companies secure a customer who agrees to participate in a video testimonial, they are just so giddy with excitement that they totally forget about the story. I get it. Your customer is willing to speak about your products or services on camera, and you almost get this fear that any request or recommendation will totally jinx the opportunity and it will fail. What happens is you end up with a slick looking asset that doesn’t really say much at al

The world of B2B marketing is incredibly crowded and one of your most valuable assets can be customers who are willing to speak positively a