B2B SaaS Customer Testimonial Collection Workflow

A proven 8-step workflow for collecting high-converting customer testimonials across all channels. Designed for B2B SaaS marketing and customer success teams. Covers initial outreach, social media quotes, industry expert endorsements, written case studies, video testimonials, third-party reviews, podcast appearances, and final asset organization. Estimated time: 2-4 weeks per customer. Team size: 1-2 people. Difficulty: Easy. Best for: Marketing managers, customer success leads, and content teams seeking authentic customer proof that drives conversions.

8 steps

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Process steps

Initial Outreach and Permission Request

1 days from previous step

task

Before collecting any testimonial, reach out to the customer to gauge interest and get explicit permission. Send a brief email explaining how the testimonial will be used, what format you need, and how much of their time it will take. Respect their decision if they decline - a forced testimonial is worthless anyway.

Social Media Testimonial

3 days from previous step

task

Grab those quick shout-outs and positive mentions from LinkedIn, Twitter, or Facebook. These short bits of praise don't require much effort from the customer, but they're gold for building social proof. Screenshot the post, save the link, and ask the customer if you can share it on your own channels.

Industry Expert Testimonial

7 days from previous step

task

Get quotes from recognized names in your industry. When someone with credibility vouches for you, it carries serious weight with prospects who are still on the fence. Reach out to thought leaders, analysts, or well-known practitioners who've used your product. Their endorsement can be the tipping point for enterprise deals.

Written Case Study Testimonial

14 days from previous step

task

This is the classic format. Ask happy customers to share their story in detail - the problem they had, how you helped, and what results they got. Keep it real and specific. Vague praise doesn't convert. Numbers matter here: time saved, money earned, problems fixed. Make sure to get written approval before publishing anywhere.

Video Testimonial

21 days from previous step

task

Video testimonials are the most powerful because people can see genuine emotion. But they're also the hardest to get. Most customers feel awkward on camera. Keep it simple: 60 seconds max, let them use their phone, and give them 3 simple questions to answer. Edit out the ums and ahhs, add captions, and you've got content that converts.

Third-Party Review Site Testimonial

10 days from previous step

task

G2, Capterra, Trustpilot - these matter. Buyers check review sites before talking to sales. Ask satisfied customers to leave honest reviews on relevant platforms. Don't offer incentives (it's often against the rules and looks shady). Just make it easy: send them a direct link and thank them afterwards.

Audio or Podcast Testimonial

28 days from previous step

task

Podcasts are everywhere now. If you're on a show or running your own, invite customers as guests. It's way less intimidating than video - they can do it from home in their pajamas. Plus, the conversational format brings out authentic stories you'd never get from a formal interview. Clip the best 30-second quotes for social media.

Final Approval and Asset Organization

30 days from previous step

task

Get final written approval from the customer before using their testimonial anywhere. Store all testimonial assets in one central location with clear naming conventions. Tag each testimonial by type, industry, use case, and customer size for easy filtering. Share with the sales team so they can use relevant testimonials in their pitches.