A customer advisory board (CAB) is a small group of customers who meet with a company a few times a year to review plans, test ideas and share how they use the product. Many B2B software companies recruit members through an application or nomination page.
That page has an unusual goal. It isn't selling a product, and it isn't offering a discount. It asks senior, busy people to commit hours of their time to help another company. The people you most want on the board are also the people most protective of their calendars.
Visitors hesitate for predictable reasons: they don't know how much time it takes, they doubt their feedback will change anything, and they wonder whether the "board" is really a sales channel. Testimonials from current or past members can answer those doubts, but only if they're placed where each doubt comes up.
Who reads a CAB application page
Most visitors fall into one of three groups:
- Invited customers. Someone from customer success sent them the link. They are deciding whether to say yes.
- Self-nominating power users. They found the page in the community or the product and want more influence.
- Their managers. Senior staff often need approval to join an external board, especially if travel is involved.
The invited customer asks "Is this worth my time?" The power user asks "Will I actually be heard?" The manager asks "What does our company get from this?" Each quote on the page should answer one of those questions.
Slot 1: under the headline, about why members joined
The opening section usually explains what the board is. A single member quote about their reason for joining makes that explanation concrete:
"I joined because we were planning a big rollout and wanted to understand where the product was going before we committed our team to it." — Director of Operations, national property management company
Why this works:
- It gives a business reason, not flattery. Senior readers trust practical motives more than "I love this company."
- It speaks to the manager as well as the member. Planning a rollout is a benefit to the employer.
- It doesn't claim special access. "Understand where the product was going" is realistic. "Got early access to everything" might not be.
Slot 2: beside the time commitment section
Every good CAB page states the commitment clearly: how many meetings, how long, remote or in person, and how much preparation. This is where most applicants decide.
Place a quote directly beside that section that confirms the stated commitment is accurate:
"It's four video meetings a year and a short survey before each one. I spend maybe an hour preparing. The one in-person session was optional." — Head of Customer Service, regional insurance broker
This quote works because it repeats the numbers from the page in a member's own words. That tells the reader the company isn't understating the workload.
Check this quote every year. If your board format changes, for example from quarterly to monthly meetings, an older quote becomes misleading right where applicants read most carefully.
Slot 3: in the section about what happens with feedback
This is the most doubted part of any advisory board page. Customers have filled in feedback surveys before and never heard back.
A useful quote describes a visible, modest result of the feedback process:
"We reviewed early designs for the reporting changes and the team came back to the next meeting with what they'd changed based on our comments, and what they hadn't and why." — Analytics Manager, mid-sized ecommerce retailer
What to avoid in this slot:
- "They built what I asked for." It suggests that joining guarantees your requests get built, which no product team can promise.
- Specific unreleased features. Board discussions are often confidential. Don't publish a quote that reveals roadmap details, even if the member is happy to share it.
- Revenue or ROI claims from board participation. "Joining the CAB saved us $200,000" is hard to verify and is really a product claim.
The explanation "what they hadn't changed and why" is often more persuasive than a success story, because it shows the company takes feedback seriously without pretending to accept all of it. For a related page with the same challenge, see where to place testimonials on a public roadmap page.
Slot 4: near the "What you get" or member benefits list
Most boards offer something in return: peer networking, early previews, a meeting with executives, sometimes travel for an annual summit. Applicants want to know which benefits members actually value.
Choose a quote that highlights the benefit you can reliably deliver:
"The most useful part was the other members. I still message two of them when we're making a decision about process changes." — VP of Customer Experience, subscription software company
Peer networking is a safe benefit to highlight because it depends on the group rather than on company promises. Avoid quotes built around perks that might be removed, such as free event tickets or discounts. If a perk is part of the program, state it in the page copy with its conditions.
Slot 5: beside the application form or nomination button
The final step is usually a short form or a "Nominate yourself" button. The last hesitation is often "Is this a sales pitch in disguise?"
One quote can answer that directly:
"Nobody tried to sell me an upgrade during the meetings. Our account manager wasn't even in the room." — IT Manager, 150-person law firm
Only use a quote like this if it's true for your program. If account managers do attend, use a quote about something else rather than hiding that. Keep it to one quote so the form stays visible on mobile. The general principle is covered in where to place testimonials near the call to action.
What not to put in a CAB testimonial
Confidential discussion details. Board members often sign an agreement not to share what they see. Quotes should describe the experience, not the content.
Current members' company logos without separate permission. Agreeing to a quote is different from agreeing to a public logo placement that suggests an endorsement.
Quotes from people who left the board unhappily. If a member left because they felt ignored, don't keep their earlier enthusiastic quote on the page.
Exaggerated exclusivity. "Only the top 1% of customers are invited" is a claim you'd need to support. It also discourages good self-nominations.
A quick check for each board testimonial
Before publishing, ask:
- Does it answer a real objection: time, influence or sales pressure?
- Are any numbers in the quote, such as meeting counts, still accurate?
- Does it avoid confidential product details?
- Is the member still on the board, or clearly labeled as a past member?
- Did the member approve the exact wording and attribution?
Where to find member quotes
Your advisory board already gives you good opportunities:
- End-of-year member survey. Ask "What would you tell a colleague who was invited to join?" The answers are almost ready to use.
- Closing round of a meeting. Some facilitators end with one sentence from each member about what was useful. With permission, these make short, specific quotes.
- Renewal of membership terms. When members agree to another year, ask why they're staying.
If you're still building the collection process, see how to collect testimonials from a customer advisory board.
A quick audit
Open your advisory board page and check:
- Is there a quote explaining a practical reason for joining?
- Does a member confirm the time commitment next to where it's described?
- Does the feedback section include a quote showing what happened with input, including what didn't change?
- Is the highlighted member benefit one you can reliably deliver?
- Is there one quote near the form that addresses sales pressure honestly?
An advisory board page asks for time and trust. Each testimonial on it should show that a real member gave both and got something specific back.