Social proof works differently in B2B than in B2C. A consumer product review focuses on the product itself, while a B2B distributor selling a commodity item, one that a buyer could technically source from several places, often gets more value from a testimonial about the company and the buying experience than about the specific product. Master B2B’s reporting has found this distinction matters for how a company collects and displays proof: a branded manufacturer benefits from product-level reviews, while a distributor benefits more from company-level trust signals, since the relationship and reliability of the seller is frequently the actual differentiator being evaluated.
Social proof in B2B
Reviews, testimonials, and other evidence from other buyers or companies that build trust in a product or seller, adapted from a B2C tactic to fit B2B's more relationship-driven purchases.
Learn more:
What B2B Can Learn from B2C Merchandising