Human behavior is wired to seek reinforcement and approvals.
Stories of faith - Validations and endorsements have a lot of power. They can influence and impact decisions a person makes. These stories shape perceptions and help in building credibility and trust.
Understanding human behavior and applying it to B2B marketing can help companies capture the share of mind, heart, and market. Strategically incorporating proof points throughout the buyer's journey helps to:
Seeking validation involves showcasing evidence of credibility through various means such as customer testimonials, case studies, and industry awards. It's about providing tangible proof of the value and reliability of our product or service.
When we seek validation, we're not just telling potential customers that we're trustworthy—we're showing them. By sharing real-life success stories and highlighting the positive experiences of our clients, we're instilling confidence and alleviating doubts. This type of validation resonates deeply with prospects as it speaks directly to their need for reassurance and reliability.
Moreover, seeking validation fosters transparency and authenticity, key components of building lasting relationships with customers. By openly sharing insights about our product or service and the impact it has had on businesses, we're inviting prospects to trust us and become part of our journey.
Endorsements, on the other hand, involve having a reputable third party publicly express support or approval for our product or service. This could come in the form of a well-known industry influencer, a respected organization, or a satisfied client.
Endorsements carry significant weight because they leverage the existing credibility and authority of the endorser. When a respected figure vouches for our business, it immediately boosts our credibility in the eyes of potential customers. This association with established brands or individuals can lead to increased trust and faster decision-making.
However, it's essential to ensure that endorsements align with our brand values and resonate with our target audience. Authenticity is key.
An example that highlights how a company received validation and now has strong endorsements that are fueling its business is the journey of the iPhone.
In 2007, before its launch, Apple got validation from the market about the iPhone’s upcoming success with skyrocketing pre-order numbers, positive media coverage about the revolutionary user-friendly intuitive device, and early adopter satisfaction.
Subsequently over the years, the millions of devices sold worldwide, the wide anticipation of new product launches, industry recognitions and repeat customers provide endorsements to Apple that help it to run a successful business in the long term.
In essence, seeking validation is about providing evidence of your credibility, while endorsement involves having someone else vouch for your credibility.
Key distinctions: