Top 10 B2B Examples of Social Proof & Why They Work
The best social proof can instantly turn undecided, ‘still searching’ buyers into new customers. It advocates for you and your product when prospects have to make a SaaS purchase and simplifies the decision-making process.
It does this in two ways:
- By validating the benefit, value, and use case of your product
- By inspiring trust and establishing credibility in your brand
Social proof takes many forms, from reviews and testimonials to case studies, data, trust badges and awards, and media mentions.
However, not all social proof is created equal. Most examples you come across are reasonably good. Or at least good enough to eliminate purchase objections. But if you want to see what great social proof looks like, keep reading.
In this article, we share our top 10 B2B SaaS social proof examples and explain why they work. Check them out, pick and choose the ones you like, and replicate them to give your products a competitive advantage and a compelling online presence.
#1 zLinkq’s Powerful G2 Written Review
89% of B2B SaaS buyers check your reviews on industry review platforms before they buy your product. That is why review platforms like Capterra, G2, Trustpilot, and Software Advice (to name a few) are one of the most influential mediums for social proof. They are the ultimate generators of trust.
If you want these platforms to work in your favor, you must have a review monitoring strategy in place. The best and easiest way to do that is to set up a review monitoring tool like Reviewflowz. That way, you can keep tabs on what is being said about your product online and manage the feedback accordingly.
Why zLinq’s G2 review works as social proof
- Renowned B2B SaaS platform—G2 is a renowned reviews platform that verifies product reviews.
- Verified review—In this example, the user, Ryan, has been verified by G2 via LinkedIn as a real person. Having a date next to the review and being verified as a ‘current user’ of the product gives the reader confidence that the review is current and therefore, relevant.
- Detailed experience—Ryan provides many details in his review about the setup and support he received from zLinq, which shows prospects what they can expect.
- Problems solved—Listing the benefits experienced by Ryan as a result of using the product displays some of the business use cases that prospects might find relevant and therefore identify zLinq as a suitable option.
#2 FareHarbor’s Genuine Video Review on Capterra
Brightcove’s 2022 ‘The Power of Video in the B2B Buyer’s Journey’ report states that video is the most useful content format for 65% of all surveyed B2B buyers when researching potential product solutions. The same report also reveals that 39% of videos these surveyed buyers watched in their last three months were product review videos. So, you can see why video reviews are worth getting and sharing.
Why FareHarbor’s video review works as social proof
- Identifiable business—The review starts with the name of the company the user works for and his role there. This adds a layer of credibility to the review.
- Genuine—Unlike some squeaky clean video reviews, this one feels honest. The user comes across as being a little awkward on video, and that’s totally fine because most people get uncomfortable when they are on camera. This awkwardness adds to the review’s credibility.
- Key questions answered—The video is short but structured. It’s divided into sections that address key questions prospects have before they purchase a product. Connor, the reviewer, shares why he chose FareHarbor over other providers, the problems the product has solved, and how easy it was to set up—all essential information for buyers!
Check out FareHarbor’s example
#3 Workello’s Expert Endorsement on X
While X is not a reviews platform, any mentions of your brand or product on any social media platform are generally perceived as pure, uninstigated social proof. And when it’s positive, like this one, it can and should be leveraged and used as a testimonial on your website’s Wall of Love. In this case, that is precisely what Workello has done with this post from Nick Zviadadze and many others that confirm their product’s value.
While any product-loving social posts about your brand are great, the ones you really want to get are expert or influencer endorsement-type ones, like this one.
Why Workello’s X testimonial works as social proof
- Expert = High Credibility—Because Nick is the founder of an SEO content marketing agency, people are more likely to trust and place a higher value on his endorsement. If he, an agency owner who hires writers, swears by the product, then it must be good.
- Following = High Visibility—Nick has an impressive following with almost 14k followers on X. This means anything he posts will be seen by this long list of people, who may become your new customers as a result of this endorsement.
#4 DoNotPay’s Impressive Earned Media Coverage
Being picked up by media outlets does two things for your product. First, it builds brand awareness by showcasing your business to a mass audience. Second, it helps you earn high authority backlinks, which can propel your content marketing efforts and increase site traffic.
Earned media also works as social proof because it gets your name into widely consumed news channels, making you appear important, relevant, respected, valued, and trustworthy.
While paid media is beneficial, it’s not nearly as powerful in building trust as earned media, which customers believe is less biased. To get a story published about your product or brand, you need to have a story worth telling—one that appeals to the media outlet’s target market. And that’s exactly what this DoNotPay example has—a story of relevance, interest, and intrigue.
Why DoNotPay’s media coverage works as social proof
- Reputable media outlets—Being featured in local media doesn’t provide the same level of social proof as being picked up by leading media outlets like Forbes. Because DoNotPay has been featured on several prominent networks, it automatically creates a sense of confidence in prospects.
- Clickable stories—Most companies that have earned media coverage simply include ‘Featured in’ and then display the media outlets’ logos. DonNotPay has gone a step further. They’ve included direct links for customers to hear, watch, view, and read the stories. That way, customers don’t have to guess.
#5 RocketReach’s Awards & Badges Brag
According to G2, 92% of consumers won’t purchase without a trust badge or logo on a website. So, if you have them, flaunt them. Whenever and wherever you can. From your website to marketing collateral and your sales team’s sales enablement content.
Awards and badges provide undeniable social proof to your customers. Seeing these little gems across a website helps your customers feel confident they are making the right choice in purchasing your product and staying with you.
Why RocketReach’s awards & badges work as social proof
- G2 badges—With five 2023 attention-grabbing G2 badges, site visitors know the accolades are still relevant. Showing what the badges are for (‘Best Usability,’ ‘High Performer,’ ‘Best Result,’ and ‘Most Likely To Recommend’) immediately lets customers know what RocketReach is great at.
- Awards—RocketReach has two awards that hint at its potential as a product provider. The first, from Purpose Jobs for ‘Top Startup to Watch, ‘ gives customers the feeling that industry leaders have recognized the company’s promising future. The second is a 2024 Power Partner Award from Inc., the prestigious business magazine. Both awards add to the credibility of the RocketReach brand because only the best companies get this kind of honor.
Check out RocketReach’s example
#6 Datadog’s Big Brand Customer Logo Showcase
One of the most common (and most effective) social-proof-building tactics in SaaS B2B is the big-brand customer logo showcase. It’s so common that you’ll struggle to find a website without one. It’s so widely used because it creates instant trust if the brands on display are relevant and ‘big’ enough.
These little graphics tell a thousand convincing stories. Seeing Samsung, Shell, Lego, and DreamWorks tells the customer you are a big player if you can cater to these multinational corporations. So, if they trust you with their data, you must be reliable.
Why Datadog’s customer logo showcase works as social proof
- Highlights loyalty & endorsement—Before Datadog uploaded these logos to their website, they needed to get permission. The fact it was granted means there is a level of customer loyalty between the business partners. Enough that they are happy to endorse Datadog’s product.
- Some serious brand names—Aside from the fact that they establish a sense of credibility because your customers are all brands with a good reputation, these logos also provide useful information to prospects. By glancing at the types of customers you work with, they can identify what industries you cater to (is it one or many) and your average customer company size (SME or enterprise-focused). That way, they can evaluate if you might be the right product provider for their business.
#7 VLIV Communications’ Knowledge-Sharing, Brand-Tagging LinkedIn Post
This type of knowledge-sharing/product endorsing move has made a smooth transition from blog articles to LinkedIn posts. There’s no doubt you’ve read dozens of blog posts on ‘The Best Tools’ for an array of business use cases. Now, more and more, you’ll see summarised versions of this kind of long-form content shared by LinkedIn users.
It’s a unique type of social media mention. While its primary intent is to share helpful advice (tools) followers can take and incorporate into their work, it also works as a subtle product promotion and a form of social proof. If a product user is willing to openly share and give a shout-out to the awesome tools in their tech stack, then surely, it’s a tool worth checking out and signing up for.
Why VLIV Communicaitons’s post works as social proof
- Expert advice—LVIV Communications is a PR agency, and this post is from the Founder and President. This tells your customers it’s information that can be trusted because the advice comes from an expert who works in the industry.
- Benefits & emotional language—After mentioning each tool in LVIV’s tech stack, Lindsey also tells the reader how and why the tool has been so beneficial in helping her team run a business. Describing the tools as ‘couldn’t live without,’ ‘We love!’ and ‘It’s a lifesaver’ is enough to convince any prospect in a similar industry.
#8 Zapier’s Persuasive 6,000+ List Of App Integrations
Integrations are one of the most important features (and selling points) for SaaS companies. If your product can integrate with all the apps in their current tech stack, you are much more likely to win their business. Also, the longer your list of app integrations, the better. More integrations mean you cater to a broader customer base, which automatically confirms you’re a leading product provider. And that, right there, creates a sense of confidence in your product.
Zapier is the perfect example of how listing all your app integrations on your website can work as a form of social proof. By partnering with other well-known SaaS companies, you confirm your reputation as a trusted and valued provider.
Why Zapier’s list of app integrations works as social proof
- Notable figure—With its persuasive pile of 6,000+ integrations, Zapier confirms it’s a leader in the market. To get that impressive list together means all those companies trust and value your product enough to partner with you on your (and their) product offering.
- Industry filter—The ‘App Categories’ filter on the left-hand of the screen also works as social proof. It shows prospects that you have a broad business use case because your product integrates with many niche industry-specific apps, from business intelligence to commerce, marketing, communications, and more. This is another indication of your company’s size and product sophistication.
#9 HoneyBook’s Social-Proof-Packed Home Page
Bringing all your social proof together and making it the centerpiece of your homepage works wonders for first-time visitors. As you scroll down HoneyBook’s website, you become more convinced they have a good product, a solid customer base, and a long list of happy customers. All thanks to the different types of social proof they use to build your trust.
Why HoneyBook’s home page works as social proof
- Customer base— ‘100,000 businesses’ using your product is a highly convincing statement that builds instant trust with prospects. The more users you have, the higher your trust radar.
- Referrals—If you have strong data on customer referrals like Honeycomb does, you should definitely use it as social proof across your website. The figure in this example, where 93% of customers would recommend Honeycomb to a friend, proves your products give results and that your customers are happy. They are so happy with the product that they’d advocate it.
- Customer testimonials—Sharing customer testimonials from a range of business industries, with photos of users, their titles, and business names, lets prospects check out their sites to make sure they are the real deal.
- Review platform ratings—Sharing high ratings on leading review platforms such as Capterra and G2 is a must. Unlike testimonials you pick and choose to showcase on your website, third-party reviews are trusted more. In fact, 16% of B2B buyers say they trust indirect information sources more than information provided by the vendor.
- Earned media—If you can get positive press mentions, this can skyrocket your brand awareness and trust. Being featured in Fortune, Fast Company, Forbes, Reuters, and TechChruch automatically makes a HoneyBook prospect think, ‘If journalists believe they are worth talking about, they must be well-established brands.’
#10 Content Distribution’s Data-Backed About Page
There is no social proof like data-backed social proof. And this example from Content Distribution rocks! It’s chockablock with all the numbers you can imagine that promise to convert visitors to customers.
What this SEO content agency has done is truly customer-centric. Instead of leading their ‘About’ page with who they are and what they do, they get straight into the results they’ve achieved for their customers and what their peers think of them. They’ve also leveraged their network of followers to substantiate their expertise on all things SEO and content.
And that is why we’ve selected this as our final and best example of B2B social proof.
Why Content Distribution’s ‘About’ page works as social proof
- The numbers—From organic visitors (at 30 million, it’s truly impressive) to pages published (14,000) and the jaw-dropping 100,000 paid customers added for a client, all the numbers on display guarantee their fail-proof service.
- Thought leadership & colleague endorsement—With over 50 podcast guest appearances, 7,000 SEOs using their products, and an 11,000-strong community, the support and endorsement they get from industry professionals establishes their credibility. It’s also proof of their reputation among peers and users.
- Timeline of case studies—Showcasing big-name customers and their stories, from challenges to solutions and concrete conversation figures, prospects can see some of the problems their products have solved and the results they have achieved. All backed up with data.
Check out Content Distribution’s example