A testimonial is a short, credible endorsement from a customer that highlights their experience with a product, service, or partnership.
In B2B marketing, testimonials act as powerful proof points that build trust and reduce perceived risk by showing that real organisations have achieved meaningful outcomes. Because they come directly from buyers, they carry an authenticity that is difficult to replicate through brand-led messaging.
Strong testimonials focus on the specific challenges a customer faced and the tangible results they achieved, often touching on themes such as efficiency, ROI, reliability, or support quality.
They're used across websites, landing pages, proposals, ads, and sales materials to reinforce credibility at key buying stages.