How social proof shapes your buyers’ decisions

Ever notice how you’re more likely to choose a packed restaurant over an empty one? That’s social proof working its magic. We’re hardwired to follow the crowd, even when it comes to something as simple as choosing where to eat.

Well, the very same phenomenon applies to B2B sales.

The power of social proof

Social proof is the psychological phenomenon where people conform to the actions of others under the assumption that those actions reflect correct behavior.

When validation from others matters more than the truth

If social proof has always been around, the first scientific observations of the phenomenon occurred in the 1950s.

Solomon Asch, a leading figure in social psychology, conducted one of the initial series of experiments to explore social proof, particularly focusing on conformity. His groundbreaking 1951 conformity experiment became a widely replicated study in the field.

Context of the experiment:

50 college students were informed they would be taking part in a vision test. They then joined a group they believed to be fellow participants, but who were actually here to influence the students.

Each person in the group was shown an image of a target line alongside three lines labeled A, B, and C and asked to identify which line matched the target line in length. Although the correct answer was purposely made obvious, the fake participants deliberately gave incorrect responses.

The genuine participant always answered last, after hearing the others' responses.

The results?

Asch discovered that over 12 trials, 75% of the participants conformed at least once, illustrating that people often seek validation from others when determining the correct answer. 

(Source)

The more people believe an idea is correct, the more accurate it becomes

It all boils down to our deep-rooted desire to fit in and make the right choices. We’re social creatures, and we want to feel like we’re part of the group - So, when we see others endorsing something, it gives us a sense of validation and reduces our uncertainty. It’s like a shortcut to making decisions, especially in today’s world of overwhelming choices.

Basically, the more people believe an idea is correct, the more accurate it becomes. In the world of B2B marketing, it’s the secret sauce that can transform your brand from an unknown entity into a trusted authority.

Of course, B2B purchases can range from dozens of euros a month to deals one can count in thousands or even millions. At the end of the day, the more engaging and risky the purchase, the more you need backup from social proof.

In other words, when potential clients see that others trust and recommend you, their confidence in your abilities skyrockets.

Social proof acts as a powerful nudge, encouraging prospects to take the leap and become paying clients. By showcasing positive experiences from existing clients, you can alleviate the fears and uncertainties that often hold prospects back.

Let’s explore why social proof should be part of any B2B company’s marketing strategy, as well as a couple of ideas to help you start leveraging it.

5 biases tied to Social Proof in B2B Sales

Sales is all about building trust with potential customers.

This means that B2B or not, we are all subject to significant biases that affect our buying decisions. Here are 5 that are closely tied to social proof:

Uncertainty

When we’re faced with unfamiliar products or situations, we crave reassurance and guidance.

This makes us more likely to trust the experiences and opinions of others, especially those we see as similar to ourselves. It’s the “I’ll have what she’s having” moment from When Harry Met Sally - a classic illustration of uncertainty driving imitation.

Safety in numbers

We all know that one person’s opinion is just that - one person’s opinion.

However, seeing many satisfied customer reviews carries much more weight, increasing the credibility and trust in your brand.

Birds of a feather

We’re more likely to be swayed by people who are like us.

It’s why we trust recommendations from friends and colleagues and why testimonials from our demographic are so effective.

Admiration

We’re naturally drawn to individuals we admire, whether for their achievements, expertise, or personality.

When someone like that recommends something, we can’t help but think, “Well, if it’s good enough for Beyoncé, it’s good enough for me!”

Authority

Everyone loves a good expert opinion.

We trust them because their knowledge and experience gives them credibility. Industry leaders' testimonials, awards, certifications, and data-backed claims all contribute to a perception of authority.

6 types of social proof (& how to leverage them)

Social proof is essentially anything that involves a third party sharing an educated opinion of your business. This means social proof is much more than customer or product reviews.

And so, here are the main forms of social proof all B2B businesses can leverage:

Customer testimonials and stories

Sure, you could tell everyone how amazing your products or services are. But wouldn’t it be more convincing if your customer base did the talking for you?

Customer stories are your chance to prove that you don’t just talk the talk but also walk the walk.

They:

• Are in-depth narratives that showcase your problem-solving prowess.

• demonstrate how you helped clients overcome specific challenges and achieve measurable results, using data and metrics to back up your claims.

Now, crafting compelling customer stories isn’t an easy task.

Address your audience’s pain points

Tell stories that resonate with your target audience’s pain points or objectives. A good practice is to either talk to your customers (or review your ICP documentation) or have a sit down with your sales and customer success teams.

Quantify your results with concrete data points

Percentages, numbers, and figures that show the impact of your work. Of course, in some specific cases, sharing numbers can be … difficult. In those scenarios, ensure that your story conveys a clear idea of the value you provided. It’s not ideal, but it’s the next best thing.

Document everything

The best way to miss out on a good story is to fail to document it properly as it happens. A good practice is to remind customer-facing teams to always document projects as they happen so that no important detail is forgotten if and when marketing decides to work on a story — with the customer’s consent, obviously.

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Now, when your story is out, you need to place it in front of as many relevant eyeballs as possible. It means you need to:

• Feature testimonials prominently on your website to convince your visitors and increase your conversion rates (product pages, landing pages, blog pages, … or anywhere relevant).

• Share them on social media platforms with impactful visuals and quotes to catch the attention of your target audience as they doom scroll.

• Use them in your sales materials to show you can, in fact, deliver what you’re selling.

Industry peer endorsements

We all need good publicity.

Now, imagine if trusted industry experts were suddenly singing your praises. That’s what an industry endorsement is - street cred for your B2B brand.

Endorsements from industry heavyweights add significant credibility and make prospects sit up and take notice.

An example of this is Advance B2B and HubSpot. HubSpot sometimes sings our praises because we have a proven track record for helping B2B companies make the best out of the platform. After all, we are a HubSpot Diamond Partner with a rating of 4.9/5 (it probably means we know a thing or two about the platform).

To attract those coveted endorsements:

• Nurture relationships with key industry players

• Seek out strategic partnerships and collaborations that benefit both parties

• Promote your endorsements across your marketing channels

Third-party reviews and ratings

When your clients are raving about you on independent review sites, even the most skeptical prospects will start to take notice.

These are the online equivalent of word-of-mouth referrals. Potential clients are more likely to trust the opinions of their peers than your marketing messages, no matter how clever. Platforms like G2 are great for looking at reviews.

To encourage those all-important reviews:

• Make it easy for clients to leave feedback by providing clear instructions and links

• Follow up with satisfied clients and gently nudge them to share their experiences

• Respond to both positive and negative reviews professionally and proactively

Data-Driven Success Metrics

Sometimes, numbers speak louder than words. Don’t just tell prospects that you deliver results, show them!

Use compelling statistics and data points to demonstrate the effectiveness of your services.

Here’s how to make your data sing:

• Highlight impressive figures like ROI increases, cost savings, and efficiency improvements

• Use clear and concise language that even data-phobes can understand

• Present your data visually with infographics or charts to make it more engaging and memorable

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Show your clients’ logos

Name-dropping is sometimes frowned upon, but not when it comes to client logos. A few recognizable names can instantly elevate your status.

A well-placed client logo can speak volumes about your credibility. It’s a subtle but effective way to show that you’ve worked with respected brands and that you’re capable of delivering results for others.

To make the most of client logos:

• Create a dedicated “Trusted By” or “Our Clients” section on your website

• Feature logos prominently in your marketing materials (with client permission, of course)

Here’s an example of how Vapaus showcases their happy clients on their homepage:

For the best results, consider making use of personalization.

If you use HubSpot CRM and a HubSpot website, you can use first-party data to personalize the on-page experience for your visitors.

That, of course, includes visitors you already know, but you can also tailor the experience of first-time visitors if you know where they come from.

For instance, if you run an industry-specific ad campaign on LinkedIn, you can decide to show industry-specific content to even first-time visitors.

A creative and powerful way to showcase social proof.

Awards and certifications

Don’t be shy about tooting your own horn. Let your awards and certifications do the bragging for you.

Those shiny trophies and official seals of approval aren’t just for collecting dust on a shelf; they’re valuable social proof that adds weight to your claims. Display them proudly across your marketing channels to showcase your expertise and commitment to excellence.

Here’s how to make your awards work harder:

• Feature them on your website’s homepage and “About Us” page

• Include them in your email signatures and social media profiles

• Mention relevant certifications in your proposals and client communications

Spread the news yourself

Want to be seen as the go-to expert in your field? Step into the spotlight and share your knowledge and achievements.

By sharing your insights and knowledge, you’re not only helping potential clients; you’re positioning yourself as a thought leader in your industry. Hosting webinars, publishing insightful content, speaking at industry events, and even just being active on LinkedIn all help to establish your authority and demonstrate your expertise.

To make your thought leadership shine:

• Collaborate with industry influencers to amplify your reach and credibility

• Promote your events and content across your marketing channels

• Repurpose your content into different formats, such as blog & social media posts, videos, and infographics

All in all, social proof is more than a buzzword

It’s a fundamental principle of human behavior that can make or break your marketing efforts.

Whether it’s a glowing online review from a satisfied client or an impressive statistic, social proof taps into our innate desire to follow the crowd and make decisions that are validated by others.

The same principle that applies to you being more likely to watch a film your friends are raving about, applies to your business as well. Think of social proof as a shortcut to establishing trust.

Why spend months trying to convince prospects that you’re the real deal when your happy clients can do the heavy lifting for you?

That being said, B2B social proof isn’t just about warm and fuzzy feelings, it’s about driving tangible results. When prospects see that others have benefited from your services, they’re more likely to convert into paying clients. So, embrace the herd mentality (in a good way)!

Show your potential clients that they’re not alone in loving your brand, and they’ll be much more likely to join the party.