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B2B Marketers Embracing Review Sites As Valuable, Trust-Building Tools Across Buyer Journey

The B2B buyer journey increasingly mirrors its B2C counterpart, with prospects now turning to B2B review sites for credible peer advice much like they would Yelp or Glassdoor. According to Demand Gen Report’s 2018 B2B Buyers Survey, 65% of buyers rate B2B software and service reviews as “very important” when evaluating a set list of solution providers. As such, top-tier marketing and sales teams at companies such as Marketo, InsideView and Quick Base are embracing B2B review sites as a way to gather trustworthy, third-party testimonials and infuse customer voices across the buyer journey.

Review Sites Promote Content Creation, Customer Advocacy For B2B Companies

B2B review sites are growing in popularity as marketers realize the added benefits beyond the promotional aspect of the review itself. Companies such as Marketo and ID Wholesaler have found great success by using positive reviews on channels such as G2 Crowd and TrustPilot to enhance their email marketing and social initiatives. Using that content, they’ve found, can help to seal the deal for buyers.

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