B2B customer testimonials: building brand identity through the voice of customers
PROVE
Client
Solteris
- Preferred partner of a solar manufacturer
- Distributor across 6 markets in Europe and Africa
- Real value, but low market visibility
Challenge
Building a distinct brand identity
- Perceived as a manufacturer extension
- Overly institutional messaging
- Field clients and partners not yet engaged
Approach
Customer advocacy programme
- Multi-country, multilingual field testimonials
- Short and long format multi-production
- Immediate commercial deployment
Building brand identity through the voice of customers
The company name has been changed in this case study to preserve confidentiality.
In a competitive solar market, differentiation no longer rests on technology alone. It rests on the ability to let those who actually create the value do the talking. A structured B2B customer testimonials programme is one of the most powerful tools for building lasting credibility. According to Gartner’s 2025 research based on 3,500 buyers, peer reviews and customer testimonials play a decisive role in B2B purchase decisions, and customer advocacy programmes are a competitive game-changer.
The mission in numbers
Video testimonials produced
Across 6 markets in Europe and Africa, in multiple languages
Of C&I meetings equipped
Immediately integrated by sales teams
Use cases activated simultaneously
Meetings, training sessions, events and roadshows
Credibility cannot be declared. It must be demonstrated by those who benefit from it.
My initial diagnosis
Solteris had a solid value proposition — but it wasn’t coming through. The messaging remained technical and institutional, while the market was looking for concrete proof.
Messaging too institutional
Disconnected from the field
Value poorly visible
Rarely demonstrated
Clients not mobilised
An untapped asset
The work was to make it visible.
Mission objectives
Assert Solteris’s identity as an independent player
Increase brand awareness and credibility
Concretely demonstrate the value delivered to partners
Generate new commercial opportunities
Equip sales teams with high-value, ready-to-use content
Five objectives, one conviction: field proof beats the best sales pitch.
The strategic choice
Rather than reinforcing a top-down message, we chose to let the field speak.
Not to reinforce a top-down institutional message, but to surface proof through the voice of clients and partners.
A customer advocacy programme designed to:
Give the floor to field stakeholders
Clients, installers, distributors, EPCs — those who experience the value every day
Showcase real projects
Concrete, located, verifiable testimonials — not generic marketing messages
Shift the message from product to value
From features to perceived value, from argument to field proof
Implementation
Identification and scoping
Selection of the most representative clients and partners on each market, with co-construction of messages and editorial angles with sales teams.
Multi-country production
Filming across multiple European and African markets with local agencies to ensure cultural and field relevance.
Adaptation and deployment
Short and long formats, multilingual subtitles, adapted for:
- Sales meetings
- Partner training sessions
- Events and roadshows
- Website and social media
Content that is credible, authentic and immediately deployable by sales teams.
Results and impact
Video testimonials produced
Across 6 markets, in multiple languages
Of C&I meetings equipped
Immediately integrated by sales teams
Markets covered
Europe and Africa
Use cases activated simultaneously
Meetings, training sessions, events and roadshows
The messaging shifted from an explanatory logic to a logic of proof. The brand gained credibility without having to put itself forward, the market did the talking.
When your clients speak for you, your brand no longer needs to defend itself.
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- 20+ video testimonials across 6 markets, multilingual
- 4 channels activated simultaneously from day one
- 100% of C&I sales meetings equipped at launch
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