Hey Martha,
Thanks for doing this! Kudos on the great journey Flodesk has charted! 
What one cannot help but notice is the great number of self-written case studies people have published on their switch to Flodesk, even hosted on their own blogs/sites. Which, I imagine, is a dream for an early-stage startup.
Wingman’s co-founder, Shruti (@wingman4sales), recently emphasized how important those early case studies can be for addressing the trust question.
Looks like Flodesk has found a system to capture word of mouth in the best way possible. I think it’ll be really helpful for fellow founders to learn what are some of the elements that inform this system.