Today’s tech-savvy buyers prefer conducting product research on their own, leaving little opportunities, and even less data, for software providers to influence purchase decisions. Therefore, B2B software providers must be present on the channels buyers frequently use, especially software review sites. Using customer reviews in marketing helps B2B software providers not only better engage with prospects but also build brand reputation.
Product reviews and ratings are a crucial element of the software buying cycle and significantly impact the purchase decisions of prospects. According to Gartner Digital Markets’ 2022 Global Software Buyer Trends Survey, 85% of buyers trust online reviews as much as personal recommendations and buyers report using customer reviews sites as the top preferred channel to obtain information on software. (Read the survey methodology at the end of the article.)