Customer reviews are one of the key factors influencing a B2B software buyer's purchase journey. According to the Gartner 2021 SMB Software Buying Behaviors Survey, 66% of software buyers say reviews significantly impact their purchase decision; 85% say they trust online reviews as much as a personal recommendation, and 71% focus on reviews written within the past six months. (Read the survey methodology at the end of the article.)
B2B software buyers frequently visit review sites to determine whether a software platform is worth buying. They seek reviews that are honest and provide accurate information. When asked about the channels they prefer to obtain information about a software solution, 17% of respondents in Gartner Digital Markets’ 2022 Global Software Buyer Trends Survey chose rating/review websites. (Read the survey methodology at the end of the article.)
If you're a software provider looking to convert more prospects, you should know how B2B software buyers use reviews and review sites to make a purchase decision. This will help you tailor your marketing strategy per your target customers and improve your chances of getting in front of them. But before modifying your marketing strategy, you must first understand the B2B software buying process so you know where to focus your efforts.