Collection is only half the game. Put testimonials to work across your funnel and channels to maximize ROI.
On your website and landing pages
- Place a hero quote or video above the fold near the CTA.
- Segment by persona or use case on key pages for higher relevance.
- Add structured data where appropriate to enhance search results.
Lead generation (chatbots, flows, email)
- Use carousel quote cards in bots and nurture flows.
- Insert proof near high‑friction steps (pricing, form submit).
- Test “social proof” subject lines and PS snippets in email.
Ad creatives
- Turn top quotes into 1:1 or 4:5 images with brand styling.
- Cut 15–30 second video clips featuring outcomes and numbers.
- Always include attribution; rotate creatives to avoid fatigue.
Organic content (blogs, posts)
- Embed quotes in relevant posts; link back to case studies.
- Share quote threads on social; tag customers when approved.
- Publish interview snippets with a CTA to the full story.
Sales collateral
- Equip decks, one‑pagers, and proposals with persona‑matched quotes.
- Create industry‑specific proof slides with logos and outcomes.
- Maintain a searchable library for fast rep use.
Third‑party review sites
- Encourage happy users to post on G2, Capterra, or niche directories.
- Leverage badges and category rankings on your site and ads.
- Respond to reviews to strengthen credibility.
Use testimonials to train internal AI systems
- Feed approved testimonials into AI assistants to improve messaging and objection handling.
- Label quotes by persona, industry, and outcome to power dynamic content.
- Guardrails: store consent, attribution, and usage rights with each asset.