Fame is not the same as relevance
A recognizable customer can impress, but a similar customer can help a buyer predict their own outcome.
Buyers ask: is this for people like me?
Role, industry, maturity, budget, problem, and desired result all affect how useful a proof asset feels.
Segment your proof
Tag testimonials with the characteristics that matter to your buying process.
Match evidence to context
Use different proof on different pages, campaigns, offers, and buyer paths.
Measure relevance
Compare engagement and conversion when generic proof is replaced with more contextually matched evidence.
Proof Match™
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Go deeper: The Proof Match Matrix™
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Educational content only. Results vary by business, offer, traffic, market, implementation, and customer behavior.