Yes, and for B2B that mostly means review platforms rather than customer photos. Buyers check G2, Capterra, Clutch, Gartner Peer Insights, Glassdoor, and Google reviews during evaluation, and AI tools pull from those sources heavily when asked to compare vendors in a category.
A systematic review request at the right moment in your customer lifecycle produces more usable proof than any campaign, and most companies ask too rarely and too late. Customer-created content like conference posts, implementation walkthroughs, and unprompted LinkedIn mentions is worth amplifying when it appears, though it is a byproduct of doing good work rather than a channel you can schedule.
