How to get more testimonials – the tactic used by Dropbox, Atlassian, Hubspot and more

By March 13, 2015Content marketing

Board to advertise a theatrical party which visits the trenches

How much are testimonials worth for your business?

If you’re like most B2B businesses, testimonials are worth their weight in gold. A couple of great logos and customer quotes on your website can make a huge difference to the credibility of your business.

This is a quick tip we’ve learnt from some of the biggest players in the tech space to boost your testimonials. It’s as simple as writing the obligation to give you a testimonial into your terms of service / engagement letter / EULA. We’ve copied a bunch of language below that you can add to your terms.

If you’re like most of the businesses we work with, your terms will be accepted without change 90% of the time. This means you go from getting a testimonial from maybe 30% of your clients to c.90% of your clients. It’s a huge improvement for a couple of lines in your legal agreement.

Writing the testimonial into your terms will make a major difference to how easy it is to get the testimonial.

You’ve baselined your negotiating position.  The testimonial is not up for debate – it’s just part of doing business with your organisation. It changes the context of the testimonial from a “if” discussion to a “when” discussion.

Again, the aim here isn’t to force your customers to write a testimonial if they’re not happy with your service. It’s about setting up the default expectation that a testimonial is a condition of doing business with your organisation.

This literally takes 5 minutes to copy and paste some of the language below into your terms of service. It’s a five minute investment that you’ll see pay off for years.

To get you started, here’s some copy/paste language I’ve taken from existing agreements:

Here’s how we put this into action at Thought Leadership Partners:

“Case Study and Testimonial
If we request, we hope you’ll be happy to provide a testimonial as to the quality of work we delivered.
You also agree that you may be identified as a client on our website or other marketing materials, and that we may request your logo for this purpose. You also agree that we may also develop a case study featuring our work for you to be used for our marketing purposes.”

Here’s how Atlassian does it:

Publicity Rights
We may identify you as an Atlassian customer in our promotional materials. You may request that we stop doing so by submitting an email to at any time. Please note that it may take us up to 30 days to process your request. 

Here’s Dropbox:

“Customer List
Dropbox may include Customer’s name in a list of Dropbox customers on the Dropbox website or in promotional materials. “

Here’s another very simple version from Hubspot:

You grant us the right to add your name and company logo to our customer list and website.” 

Here’s a more detailed version from Datahug:

“Publicity and Case Studies
You agree to provide editorial input and reasonably approve the content of a press release authored by DH for release on or before the 1 month anniversary after delivery stating that you have acquired the Datahug solution. This release shall contain a statement from your Sales Director and/or Business Sponsor(s) on why Datahug was chosen. You agree to provide editorial input and reasonably approve the content for a Case Study to be released on or before the 1 month anniversary after delivery describing the deployment of the Datahug solution. This Case Study shall contain a statement from your Sales/Marketing Director on why Datahug was chosen and the benefits anticipated from its deployment.
You also grant to Datahug a perpetual, royalty-free licence to use the Customer logo and tradename on Datahug’s customer list displayed on Datahug’s website or other marketing material. “

One caveat: Obviously this is not legal advice. If you’re not completely comfortable with the implications of changing your terms of service, clearly you should talk to your lawyer.