How do you get customers to say "YES, I'm in" to participate in social proof-ing content like a case

Jeff Breunsbach
Jeff Breunsbach HLAdmin, Member Posts: 277 Gain Grow Retain Staff
Third Anniversary 100 Comments Photogenic GGR Blogger 2022

Here's what Angela and Meg had to say: 

1? Be customer obsessed all the time (NOT just when it comes time to ask for a reference).

2? Contextualize your ask. First prove ROI, then (and only then) ask for the proof point.

3? Use systems for customer advocacy - think G2 Capterra (or Laudable videos) - that are programmatic and minimally interruptive to the customer experience.

4? Build a community of like-minded peers to build loyalty and brand engagement throughout the customer lifecycle.


What else would you add to this list? Any actionable items to include? 


Angela Ferrante, founder of Laudable, connected with Meg Fitzgerald, VP of Marketing at Insight Partners - this exchange was really valuable as I listened.



  • shamsao
    shamsao Member Posts: 9 Seeker
    Third Anniversary Photogenic
    edited June 2020

    One approach I've found helpful is to use some smaller asks at the beginning that they may be able to do easily without having to go through formal approval channels.

    And things that showcase their expertise and experience -- make them visible as heros -- can be valuable to start.

    For example, you could start by posting something on LinkedIn and asking them to comment with their experience, and then ask if they would be willing to do that every once in a while.  That gets them engaged in a way that gives them visibility and doesn't require company approval.

    Then you can build from there...

  • David Ellin
    David Ellin Member Posts: 169 Expert
    100 Comments Second Anniversary
    edited June 2020

    Here's a very simply one: deliver fantastic customer outcomes all the time.

  • Rob Stevens
    Rob Stevens Member Posts: 3 Navigator
    edited June 2020

    Start down the path early. Sales starts the conversation, "Your use case is very interesting and we'd love to document it along the way for a case study. How does that sound?"

    During the hand off, the CSM can say, "Wow, this is really cool! I think it would make an amazing case study! Have you guys talked about this yet?"

    Assume the sale, grease the skids. Do all the hard work so when the time comes, not only is it not a surprise, but all they have to do is say a few things and sign off.

    If you're coming in late because Marketing needs content and you're trying to get agreement, you're going to have your work cut out for you. It's gotta get started earlier, not just in the honeymoon phase, but while you're still dating.

    (At one point we even discussed that to qualify for any discounts, the customer must agree to co-marketing like case studies. It's a bit heavy-handed, but it does demonstrate the value-exchange, and I like it for that reason.)

  • Alex Farmer
    Alex Farmer Member Posts: 63 Expert
    Third Anniversary 10 Comments Photogenic GGR Blogger 2021
    edited June 2020

    Ask them in your NPS/CSAT survey (only if they give an 8-10 in NPS) or in an EBR.  I also like to write them into contracts in exchange for a small discount.

  • Lyubo
    Lyubo Member Posts: 1 Navigator
    edited June 2020


    I've just stared getting testimonials from the customers of my portfolio.
    I thought I could share my key takeaways for now. 

    Let me know what yout think.


    Becoming a Testimonial Master

    Achieving customer advocacy is the ultimate goal of every CSM. Obtaining testimonials is the first step towards ensuring your customers are actually advocates of yours. Here’s how to start getting testimonials from them.

    I. Why getting a testimonial from a customer is important:

    Social proof = customer advocacy is the best way to prove our value proposition and to build a solid, credible brand.

    Strategic Relationship Building = if a customer provides a testimonial/reference, then this signifies for a strong relationship and high loyalty. Renewal and engagement should not be endangered.

    Achievement portfolio = a professional CSM without an achievement portfolio is like a drum set without symbals. One should do her best to get as many testimonials s possible to verify her own customer interaction mastery level.

    II. How to get a testimonial:

    Ask for a testimonial only those customers that are active, engaged, and loyal to Gtmhub. Otherwise, you risk embarrassing yourself and/or not getting the needed validation.

    Demonstrate/prove the product ROI for the customer (if possible) to get their buy-in immediately.

    If 2. is hard to provide, then offer something else in return:
    > Customer Dedicated page submission: this is about status - some customers - especially those who are our fans - would love to be paid special attention by putting their logo on a dedicated OKRs gallery/page/wall of fame.
    > Free consultation = this is a win-win situation but don’t do it if a) you don’t have the bandwidth and/or b) you haven’t spoken with your manager and the AE!
    > A notable milestone recognition = re-share your customer’s milestone/achievement in social media and show some support.

    Ask the customer for a written permission to use their testimonial!!!

    Once published on the website/dedicated page, send a follow-up message to the customer just to ensure his contribution is live.

    BONUS: Determine what comes up next in terms of gaining another social proof - case study, video testimonial, referral, etc.

  • Matt Vadala
    Matt Vadala Member Posts: 47 Expert
    edited July 2020

    In my experience, getting customers to do ANYTHING  requires buy in. This can most assuredly come from reassurance, and community buy-in. Also, the less they can smell a template coming their way, the better ;-)


    A combo of utilizing small asks up front, paired with your first point about being customer obsessed, will help you to develop the buy-in and rapport to show your customers that you are not only there to help, but will give you a lead in to showing you mean business for them. 


    It's just not enough to show just the one person though! You need to show them in a public community, and get buy-in from others as well. The more you surround your customer with positive thoughts the more their faith in you is assured. Given this mindset of theirs, they will wholeheartedly want to provide you with a platform for feedback, and maybe even evangelism. 

    Scoreboard says: @Jeff Breunsbach 1 // Skeptics: 0

  • Kathleen Fava
    Kathleen Fava Member Posts: 6 Seeker
    edited July 2020

    Perhaps a small incentive? Assuming they would want to sing your praises, and of course they would :-), you could give them a first look at a new feature or new programming and allow them to provide input. That way they'd be heard ahead of the rest, and ahead of deployment, which helps them and you.