This is the fourth chapter of the B2B SaaS Marketing Playbook
“We assume that if a lot of people are doing the same thing, they must know something we don’t.”
Action Items
1. Add Testimonials
Mailchimp
Mailchimp Testimonials
Mailchimp uses testimonials on their landing page. The company enhances the powerful technique by providing pictures of customers. (Page)
Basecamp
Basecamp Testimonials
Basecamp mixes testimonials with statistics to trigger social proof. (Page)
Intercom
Intercom Testimonials
Intercom triggers social proof through testimonials. (Page)
Twilio
Twilio Testimonials
Twilio provides testimonials for each product in their catalogue. This gives prospective customers product-level feedback instead of company-level feedback. With a portfolio of more than 20 products, this is quite an investment. (Example)
WordPress
WordPress Testimonials
WordPress uses testimonials to trigger social proof. (Page)
Superhuman
Superhuman Testimonials
Superhuman uses testimonials on their landing page. The company sprinkles pairs of testimonials throughout it’s landing page. (Page)
Ahrefs
Ahrefs Testimonials
Ahrefs features testimonials on their landing page. (Page)
Zapier
Zapier Testimonials
Zapier uses customer testimonials to encourage visitors to sign up. (Page)
2. Use Customer Logos
Mailchimp
Mailchimp Customers
Mailchimp provides well-known customer logos on their landing page. (Page)
Intercom
Intercom Customers
Intercom uses well-known logos to trigger social proof and trust among prospects. (Page)
Twilio
Twilio Customers
Twilio showcases some of it’s largest customers on their landing page. If it’s good enough for these brands, then it must be good enough for us. (Page)
Webflow
Webflow Customers
Webflow dedicates a segment of their landing page to display recognizable customer logos. (Post)
WordPress
WordPress Customers
WordPress uses well-known customer logos to trigger social proof and gain trust. (Page)
Ahrefs
Ahrefs Customers
Ahrefs landing page features well-known customers. (Page)
Airtable
Airtable Customers
Airtable builds trust by showing recognizable brands that trust the company with their data. (Page)
3. Document Customer Success Stories
Mailchimp
Customer Success Stories
Mailchimp provides tons of customer success stories along with high-quality videos and pictures. (Success Stories)
WordPress
Customer Success Videos
WordPress goes beyond testimonials to share stories of customer success. (Page)
Shopify
Founder Stories
Founder Stories by Shopify profiles store owners while also inspiring users to get started and keep going. (Founder Stories)
Zoom
Zoom Case Studies
Zoom goes beyond using well-known logos on their landing page.
The company dedicates an entire page to customer success and case studies. Prospective customers can parse the page by industry.
This allows potential users to find existing customers that are similar to them. Relevance amplifies the effect of social proof. (Zoom Customers)
Webflow
Webflow Case Studies
Webflow provides lessons and concrete examples within their case studies. (Case Studies)
Airtable
Airtable Case Studies
Airtable’s case studies serve as social proof for prospective customers. (Page)
4. Share Examples
Glide
#MadeWithGlide Showcase
The #MadeWithGlide showcase inspires no-code creators.
Users can submit their apps to the showcase by posting to social media with #madewithglide hashtag.
Glide gets users to leverage their personal networks to spread the word about Glide and their app. Genius. (#MadeWithGlide Showcase)
Shopify
Examples Directory
Shopify users get ideas and inspiration from the examples directory. (Shopify Examples)
Twilio
Twilio Showcase
Twilio triggers social proof by showcasing 40,000+ businesses built on Twilio. (Showcase)
Webflow
Webflow Showcase
Webflow Showcase inspires designers. It also demonstrates the flexibility of the design tool. (Showcase)
Airtable
Airtable Universe
User-generated content is leveraged as social proof for existing and prospective Airtable users. (Page)
5. Create a Customers Page
Intercom
Intercom Customers Page
Intercom goes beyond testimonials by sharing customer success stories. Prospects can find persuasive profiles from companies in their industry. (Intercom Customers)
Webflow
Webflow Customers Page
Webflow went beyond the typical trusted by blurb by dedicating an entire page to customers and use cases. (Webflow Customers)
Basecamp
Basecamp Customers Page
Basecamp’s customers page focuses on showing remarks from 1000 of their customers. (Basecamp Customers)
Stripe
Stripe Customers Page
Most companies dedicate a segment of their landing page to showcase their largest customers. Stripe took things a step further with a page dedicated to customers. Stripe customers are segmented by industry and many profiles include video interviews. (Page)
Twilio
Twilio Customers Page
Twilio dedicates an entire page to showcasing customers. (Customers)
6. Share Praise from Twitter
Notion
Twitter Praise
Notion uses tweets as testimonials on their landing page. (Product)
Superhuman
Superhuman Twitter
Superhuman retweets praise. The company stokes the fires of FOMO by amplifying the voices of happy users. (Twitter)
Ahrefs
Twitter Praise
Ahrefs uses praise from influential marketers to sell it’s course. (Blogging for Business)
Airtable
Airtable Twitter
Airtable constantly retweets praise and interesting use cases. (Page)
7. Display Sign Up Counts
Basecamp
Basecamp Users
Displaying new user counts is a powerful technique that’s rarely used in B2B SaaS. (Page)
Ahrefs
Ahrefs Users
Ahrefs triggers social proof by revealing how many users signed up in the last 7 days. (Page)
8. Use Statistics
WordPress
WordPress Stats
WordPress is one of few companies that can make such a claim regarding internet dominance. (Page)
Intercom
Intercom Stats
Intercom quantifies their value proposition with statistics. (Page)
Lessons
Retweeting Praise
Twitter is a treasure trove of testimonials. Good and bad.
Companies prefer to use existing customers to sell to others. Positive messages are more powerful when they come from external sources.
B2B SaaS companies are starting to amplify the voices of supporters by retweeting praise. Some companies are relying on Twitter as the source of testimonials for their landing pages.
YC Acceptance as Social Proof
Getting accepted into Y Combinator is a powerful form of social proof, especially when the YC audience overlaps perfectly with the target audience of a portfolio company.
Stripe, Glide and Zapier have benefitted from this effect.
The Book
This is the fourth chapter of the B2B SaaS Marketing Playbook