Social Proof and Unintended Signaling

Aug 19, 2025

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This episode features an interview with Casey Hill, CMO at DoWhatWorks, a company that removes the guesswork from website optimization, tracking millions of websites daily to find winning A/B tests from major brands.

Casey provides actionable advice on effective thought leadership, influencer marketing, and various ways to optimize your website.

Key Takeaways:

Promoting customer’s posts about your company can be a great way to spread an outside vantage point, and customers are typically happy to have you pay to promote their pages.
Test all your assumptions and learn what makes sense for your business. Try to test components of your website that you may not have initially thought to look into.
Be cautious when it comes to social proof and unintended signalling with third party reviews. A lot of marketers do this poorly.

Quote:

Most people do social proof really poorly. The way now, and this is across the board, so we talked about logos, but it also applies to G2 reviews or third party reviews. I think people don't pay attention enough to unintended signaling. Like someone puts 4.4 stars with 300 plus reviews and someone sees that, and that might actually might be a negative signal, right? And so like they look at that, they're like, 'oh, I thought you were much bigger. You only have 300 reviews.' Or in our world today is 4.4 good or bad, right? Like some people might see 4.4, like if I see it on a restaurant or I'm like, eh it's okay. Like it's kind of a neutral one to me, right? So I think you wanna be really careful about unintended signaling.

Episode Timestamps:

*(07:32) The Trust Tree: Create content that will be shared by other outlets

*(20:30) The Playbook: Convert faster, talk about your capabilities instead of benefits

*(49:53) Quick Hits: Casey’s quick hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

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