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springle them everywhere on the marketing page, and use them in some emails. Also building a wall of fame somewhere on the page. What I really want is testimonials where they state coming from a competitor but I think I only get those doing interviews.

You can get those in writing too: ask "What were you using before, and what made you switch?" as its own question. People answer a specific question far more easily than "write a testimonial". Full disclosure: I'm the founder of ProofLoom (proofloom.veloxonhub.com), a testimonial tool.

proofloom.veloxonhub.comTurn customer trust into conversions · VeloxonHub ProofLoomShow real customer activity, collect testimonials and turn customer trust into social posts with VeloxonHub ProofLoom.