Gartner Research

Optimize Peer Review Site Usage to Create Buyer Trust and Generate Leads

Published: 10 March 2020

ID: G00464006

Analyst(s): David Yockelson

Summary

There are numerous peer review sites and platforms offering Yelp-like reviews on technology offerings and companies, providing a simple path to references. Product marketers should capitalize on customer participation on these sites for marketing programs and validation content.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Focus on Peer Review Sites With Significant Monthly Traffic and Trusted Reviews From Buyers
    • Vendor and Product Categorization
    • Review Validation
  • Investigate Lead Generation Services Offered by the Sites
  • Interweave Content From Peer Review Sites Throughout the Steps Along the Buyer’s Journey
  • Drive Customers’ Participation in Peer Review Sites by Collaborating With Customer Success Programs

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