Looking for ways to optimize your software product profile and reach more B2B buyers on a strict budget? Focus on recruiting user reviews, which serve not only as a powerful boost to your business’s reputation but also as real-time indicators of shifts in customer sentiment and expectations. Use reviews as a valuable source of information on new buyer needs, and as a means to reach critical B2B buyers in the current business climate.
Build credibility with buyers
Nearly 52% of small to midsize business (SMB) buyers say that websites with user reviews are among the first sources they access to learn more about their options, according to a 2019 Gartner survey on SMB buyer behavior. Reviews validate the features and benefits referenced in your sales and marketing materials and act as important social proof of your product’s value. It shouldn't be surprising that software buyers value customer reviews with 79% of buyers trusting online reviews as much as a personal recommendation.
Capture more buyer attention
To provide concrete value, it’s critical to recruit more than just a few reviews, as today’s buyers look for reviews that vary in length and content. In fact, the average buyer wants to read 10 reviews before purchasing software. The greater the variety of reviews to read, the easier it is to gain buyers’ trust and validate your brand.
A wide breadth of reviews will also benefit your marketing team by providing insight into current customer preferences and challenges. Due to the COVID-19 crisis, buyer needs are quickly shifting to meet their new normal. Resonate with buyers by adapting your targeting strategy and messaging based on learnings from current reviews.
