Don’t Hide Negative Feedback

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Check out Adobe’s Community page. The brand figured out that the best way to attract new professional users (and keep existing customers happy with its products) was to create a forum where creatives could seek help, exchange experiences, and find inspiration for everything they can do with their Adobe Photoshop subscription. While this type of resource may not be the traditional format of social proof most businesses consider using to build trust, it’s safe to say that the very existence of this community hugely contributes to the brand’s continuing success and popularity in its niche.


Understand B2B Consumer’s Priorities When Selecting Service Providers
Regardless of whether they’re professional users or end consumers, all buyers have one thing in common — they want to receive the best value for their money. But while B2C buyers may be willing to sacrifice quality, support, or convenience to save a few bucks, most B2B organizations can’t afford to do this — even though US companies waste more than $17 million on underutilized SaaS solutions every year.

So, understanding that your target audience needs to know if yours is the right solution for their needs, you must highlight social proof that addresses their most common concerns. That will be customer satisfaction ratings, cost, and industry certifications. There are several easy ways to do this.


One of the most effective ways to keep your social proof relevant and reliable is to source it from platforms your target audience already sees as authoritative. Generally, these will include review sites like Trustpilot, G2, or Capterra. Embedding Google Reviews and ratings will do just as well.

If you look at the SomniFix homepage, you’ll see that this is precisely what the brand does to ensure its high ratings hold weight. The People Love Us section of the site features a great mix of third-party reviews and curated feedback, allowing the brand to effectively establish its credibility.


Utilize Relevant Trust Badges and Show Off Media Mentions From Industry-Leading Publications
Another great way to ensure your social proof is successful at convincing B2B leads to convert is to use it in a way that addresses their priorities.

For instance, if you know that your target audience cares about testing, certificates, or licenses, use trust badges to communicate these product qualities.

An excellent example of a business doing just this comes from TrelliX. The company points out that it has 40,000 customers, serving 86% of Fortune 100 finance companies and three out of four US Department of Defense agencies. But it goes a step further with its social proof by pointing out that it has won multiple awards and recognitions, including the Cyber brazil cell phone number database Security Excellence Award for 2023.



Finally, keep in mind that having the perfect rating isn’t the best way to win your target audience’s trust.

In fact, The Impact of Reviews on B2B Report from G2 (quoted toward the beginning of this guide) found that 67% of B2B buyers want to see a mix of positive and negative reviews when evaluating solutions. According to the resource, negative feedback helps provide insight into the products they’re considering investing in, making their buying decisions more straightforward and less likely to end in disappointment.

With this in mind, it’s essential that, in your trust-building strategy, you don’t attempt to conceal your solution’s shortcomings. Own all negative reviews, and don’t try deleting unflattering feedback. And, if you’re really committed to ensuring your B2B brand is the most trusted option in your industry, consider investing in user-oriented content that will help your prospects determine whether your solution is the right fit for their needs or if they’d be better off by searching elsewhere.

Final ThoughtsObviously, the team itself may charge you different rates depending on their skills, locations, and tech stack. Therefore, it’s a good idea to spend some time finding a reliable partner who can take on the integration of the software from start to finish and provide ongoing support for a reasonable price.