The Art of the Customer Testimonial


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If you are reading this blog then you already know how important customer testimonials are. They help you overcome objections; they validate your claims; they instill confidence in future buyers. In other words, they show that someone has put their money where your mouth is. It’s simply the best word of mouth imaginable.

But video testimonials are even better. I am prone to saying, “People trust people more than people trust companies.” Capturing a customer testimonial on video humanizes your story. It shows that although a company may have paid for your solution, a real person enjoys the real benefits. When Eloqua partners with a client on a video testimonial project, our singular objective is just that: capture human story.

We have created and published a number of video testimonials that we feel achieve this goal. For example, Jennifer Pockell-Wilson of Polycom blends business and colloquial language beautifully in her video, coming across as both a hard-nosed marketer … and also your favorite college roommate. Marjorie Agin of Tanberg discusses the personal relationship her company enjoys with her Eloqua team, emphasizing the people over the technology. Marjorie’s “team” values are a refreshing rarity in B2B marketing.

But perhaps the crown jewel is the below video, which features David Cain when he was with SuccessFactors.

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Sure David talks about why he selected Eloqua (trust in our ability to support his company over the long term), and the results his team enjoyed (major lift in event attendance, speed of execution). But, most importantly, he talks about the difference Eloqua made in his personal career (helping him make better marketing decisions and earn much more respect from the sales team). He also ends with what we PR people call a “pull quote,” which you can listen for in the video.

What role do customer testimonials play in your business? How do you go about capturing the “human” aspect to your customers’ story?

Republished with author's permission from original post.

Joe Chernov
Joe is responsible for identifying, sourcing and distributing Eloqua's market-facing content over all relevant social channels. He also oversees public relations, analyst relations and social media. Joe doubles as @eloqua on Twitter. He co-chairs the Word of Mouth Marketing Association's member ethics panel and speaks at conferences and universities about social media and marketing ethics.


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