This post was written by Matt Hayman. Matt is the Founder of Linklo.io, a platform that helps businesses optimise their LinkedIn Ads. With over 10 years of experience in digital advertising, Matt is passionate about making LinkedIn Ads more effective and accessible. Connect with him on Linkedin.
Today's B2B buyers prefer a more independent, self-serve approach to decision-making. According to the findings of the TrustRadius 2022 B2B Buying Disconnect survey, which polled 2,185 technology buyers, the use of vendor resources has declined since 2021. Only 25% of buyers consulted vendor sales reps, down from 43% in 2021. Instead, they rely on third-party sources like customer reviews and forums to validate their decisions. This trend is particularly prevalent among Millennials and Gen Z, who now make up the majority of the workforce.
For B2B SaaS companies, this shift presents a significant opportunity: turning customer reviews into low-fidelity ads on LinkedIn. These ads are effective because they don't look like traditional marketing—they feel authentic and relatable. Whether you use them as image ads or Thought Leadership ads, review screenshots can help build trust, increase engagement, and drive conversions.
In this post, we'll explore why reviews are invaluable for B2B SaaS marketing, how to turn them into LinkedIn ads, and how to use these ads to target different stages of the buyer journey.
1) Why Customer Reviews are Marketing Gold for B2B SaaS
In the self-serve B2B world, customer reviews have become a critical part of the buyer's decision-making process. Buyers no longer want to be sold to—they want to hear from their peers. And for SaaS companies, reviews offer a powerful form of social proof that can help build trust and credibility.
The Power of Social Proof
For potential buyers, reviews provide reassurance that your product delivers real value. Seeing reviews from existing customers gives buyers confidence that they're making the right choice, especially in high-stakes B2B purchases.
Take, for example, this review from Sourabh P on G2 for the sales enablement platform Apollo. He calls Apollo "one of the best tools for lead generation," which immediately communicates value to anyone in the market for a similar tool.
This kind of review serves as a great testimonial, providing real-world evidence of your product's effectiveness. It's far more compelling than a traditional, polished ad.
Emotional Connection Through Real Reviews
Reviews also offer an emotional connection. They come from real people, sharing real experiences, which resonates more deeply with buyers than product descriptions or technical specs. The authenticity of a review screenshot in a low-fidelity ad makes it feel more trustworthy and relatable.
Consider this review from Jay, a CEO in the US, who describes HubSpot as "the crème de la crème" of marketing automation tools. His enthusiastic endorsement is likely to resonate with other decision-makers who are considering HubSpot.
This type of social proof can be a game-changer for buyers further down the funnel, especially when they're evaluating which product to select.
B2C Influence on B2B Buying Behaviour
B2B buyers are increasingly influenced by B2C trends, such as the expectation for transparent pricing, user reviews, and try-before-you-buy options. According to the 2022 survey, 15% more buyers prioritised free trials compared to the previous year. Buyers want to feel in control of their purchase decisions, and reviews help them gain the confidence they need to move forward.
By incorporating review screenshots into your LinkedIn ads, you're aligning with these buyer expectations and offering them the social proof they need to trust your product.
2) The Power of Low-Fidelity Ads on LinkedIn
Now that we've established the importance of reviews, let's talk about why low-fidelity ads are an ideal format for LinkedIn.
What Are Low-Fidelity Ads?
Low-fidelity ads are ads that are less polished and more authentic. They don't look like traditional corporate ads; instead, they feel personal and relatable. In a world where buyers are bombarded with marketing messages, these ads cut through the noise by appearing more genuine.
By turning review screenshots into low-fidelity ads, you're leveraging the power of authenticity. These ads are a subtle but powerful way to showcase your product's value without feeling overly promotional.
Why LinkedIn?
LinkedIn is the perfect platform for this approach, especially in the B2B space. Decision-makers are active on LinkedIn, and they're looking for content that feels trustworthy. A review screenshot doesn't feel like a hard sell—it feels like a recommendation from a peer, which is exactly what B2B buyers are seeking.
Pro Tip: You can create image ads using review screenshots or, better yet, incorporate them into a relatively new type of Linkedin Ad format - Thought Leadership ads, which allow you to boost posts from personal profiles - making the ads feel even more authentic.
3) Supercharging Thought Leadership Ads with Reviews
So how can you use reviews in Thought Leadership ads? This ad type allows you to leverage the personal profiles of your team members, adding a layer of authenticity that is often missing in traditional advertising.
What Are Thought Leadership Ads?
Thought Leadership ads are a unique ad format on LinkedIn that allows you to promote posts from personal profiles. Unlike traditional company-sponsored ads, Thought Leadership ads feel more organic and personal, which makes them especially effective for building trust and fostering connections with your audience.
Here’s a great example of a G2 review that was woven into an organic post on LinkedIn, this is the perfect post to convert into a paid Thought Leadership ad:
How to Use Customer Reviews in Thought Leadership Ads
Rather than creating overly polished ads, you can turn review screenshots into Thought Leadership content. Here's how you can do it:
- Select a Review: Choose a positive review that highlights a key benefit of your product. For example, Jay's review of HubSpot, where he highlights its value for marketing automation, could be perfect for targeting decision-makers in the marketing space.
- Create a Personal Post: Have a team member or company leader create a post that incorporates the review in a natural, conversational way. The post might say something like: "We're thrilled to see how [Customer Name] is using [Your Product] to achieve [specific results]. Here's what they had to say about their experience..."
- Boost the Post: Once the post is published, you can promote it using LinkedIn's Thought Leadership ad format. This allows the post to be seen by a wider audience, while still maintaining the authenticity of a personal recommendation.
Key Point: One of the best parts about Thought Leadership ads is that they can be shared by anyone in your company, not just senior leaders. This means you can amplify the reach of these ads by having multiple team members share and promote reviews, turning them into brand ambassadors.
Retargeting with Thought Leadership Ads
Retargeting is where Thought Leadership ads really shine. Once someone has engaged with your content (e.g., visited your website or clicked on a previous ad), you can serve them a review-based ad to reinforce your product's credibility.
For example, if a potential buyer has recently viewed your pricing page but hasn't converted, a Thought Leadership ad featuring a glowing review could be the nudge they need to move forward.
4) Targeting Strategies for Different Stages of the Funnel
One of the most effective ways to use review-based ads is to tailor them to different stages of the buyer journey. Let's break it down:
Top of the Funnel: Awareness
At the top of the funnel, your goal is to build awareness and introduce your product to new audiences. Here's how to use review screenshots effectively at this stage:
- Focus on Broad Value: Use reviews that highlight general benefits of your product. For example, Sourabh's review of Apollo, where he calls it "one of the best tools for lead generation," would be perfect for raising awareness among marketers or sales professionals.
- Target Broad Audiences: Use LinkedIn's targeting features to reach a wide audience based on industry, job title, or company size.
Middle of the Funnel: Consideration
In the middle of the funnel, potential buyers are already familiar with your product and are considering whether it's the right fit for them. This is where retargeting and Thought Leadership ads can have a big impact.
- Use Specific Reviews: At this stage, focus on reviews that address specific pain points or highlight features that set your product apart. For example, Jay's review of HubSpot could be used to target businesses in the marketing automation space who are weighing their options.
- Retarget Users: Serve these ads to users who have recently engaged with your website or previous ads. This keeps your product top of mind as they evaluate their options.
Bottom of the Funnel: Decision-Making
At the bottom of the funnel, your buyers are ready to make a decision. This is where social proof can play a pivotal role in tipping the scales in your favor.
- Highlight Success Stories: Use reviews that showcase tangible results or ROI. For example, a review that highlights how your software saved a company time or money can be the final nudge that drives a conversion.
- Target Decision-Makers: Focus your targeting on key decision-makers who are already familiar with your brand and are ready to take the next step.
5) Expanding Reach by Involving Your Team
One of the most powerful aspects of using review-based Thought Leadership ads is that they can be shared and promoted by anyone in your company, once they’ve given permission, not just the marketing team. Here's how to maximise reach:
- Encourage Team Members to Share: Have your team members share review-based posts from their personal profiles. This not only expands the reach of your content but also adds an extra layer of authenticity.
- Promote Posts Across Departments: Whether it's sales, customer success, or product development, each department can share reviews that are relevant to their specific audience. For example, a salesperson might share a review that highlights how your product helped close a deal, while a customer success manager might share a review that focuses on customer support.
In today's world, where buyers prefer independence and rely heavily on social proof, turning customer reviews into low-fidelity LinkedIn ads is a powerful way to build trust and drive conversions.
By using Thought Leadership ads to promote these reviews, you can amplify their reach and ensure your message resonates with your target audience at every stage of the funnel.
About this post
This post was written by Matt Hayman. Matt is the Founder of Linklo.io, a platform that helps businesses optimise their LinkedIn Ads. With over 10 years of experience in digital advertising, Matt is passionate about making LinkedIn Ads more effective and accessible. Connect with him on Linkedin.
