Software buyers are more confident transacting with tech providers that have a good brand reputation. In fact, 64% of buyers who feel a high connection with a brand are more willing to pay a premium price for its products and services, according to Gartner (full research available for clients).
From security breaches and hiring practices to privacy policies and software bugs, tech buyers are judging software providers more than ever before. The online narrative around a provider’s brand can have huge implications for their bottom line.
How, then, does a SaaS provider manage its brand reputation in this “always on” space and shape it to build a trusted name? There are many ways to protect and improve the online reputation of your software brand. Before we get to that, let’s take a closer look at what brand reputation is and what it means to manage it.