Social Proof is the psychological term for people copying the actions of other people in certain situations. This can be applied to marketing and sales in examples like when consumers check reviews and are influenced by the thoughts, opinions and behaviours of other consumers.
The influence of previous customers on potential customers via Social Proof plays a key role in converting sales, which is why it’s so important to attain positive customer reviews and why case studies/customer success stories are so impactful in B2B marketing.