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HOW B2B MARKETERS CAN LEVERAGE
CUSTOMER VOICES TO DRIVE
RELEVANCE AND REVENUE
Sr. Director, Technology Vertical
President & Co-Founder
Director of Strategic Partnerships
Why are reviews becoming increasingly important?
Decision makers for
technology companies look
to their peers for advice.
The majority (70%) of tech buyers
are discussing solutions outside the
buying committee for information
and counsel on B2B solutions.
User reviews are today’s primary
sources for B2B guidance,
education, and research.
Studies show having at least 5
reviews increases likelihood of
purchase (270% more likely to
purchase than product with 0 reviews).
How can marketers tap into the
power of reviews?
Find ways to incorporate
quotes from reviews into
social, email, and other
digital campaigns; link back
to product reviews from
your site Build trust by promoting user reviews
alongside branded content.
Market to help users solve a problem, not
sell a product. Use reviews to showcase how your
product has helped someone solve a problem or
impacted their business.
Be authentic by embracing the good —
and the bad. Use critical reviews to engage with
customers, exhibit customer service and gain product and
positioning insights about your solution.
Studies show that
products with a
rating below 5 are
more likely to
with a near
How can marketers
encourage customers to write
More product reviews = more purchases. So how do
you get them?
1. Don’t be shy about asking for reviews. Actively ask.
2. Build reviews into your customer lifecycle
3. Encourage dialogue and comments on reviews
4. Strive for authenticity from power users
5. Extend reach of reviews with syndication
How to turn negative reviews into your biggest asset.
ActEmbrace it Follow up
Use a poor reviews as
a chance to clear up
Use every negative
review as a learning
feedback into your
Once you have fixed
the issue, follow up
with the user to ask
for an updated
Negative reviews get 200-300% more clicks and views than positive reviews.
1. 2. 3. 4.
How do teams use reviews to influence and accelerate
the entire funnel and complete customer experience?
The value of product reviews is growing and growing fast.
ü Produce thought leadership
ü Generate case studies
ü Develop new products and improve current ones
ü Address negative reviews head on
ü Share review insights across sales & marketing
How have other companies found success with
Challenge: Kimble needed a way to ensure its solutions were visible
among large, well-funded competitors.
Solution: Through G2 Crowd, customers gain a balanced and
independent view of professional services automation products in one
place Kimble shows potential customers how its PSA solutions work with
complementary products from other vendors.
Results: Boost in brand awareness and increase in flow of qualified leads.
Kimble Uses Reviews to Level the Playing Field
How have other companies found
success with these tactics?
Looker Connects with Buyers at
the Right Time on LinkedIn
Challenge: Looker found that prospective buyers of BI tools utilize
networks like LinkedIn during their due diligence stage of buying.
Looker needed a way to connect with these buyers and deliver
valuable information and bring them into the sales process.
Solution: Looker promoted its status as a G2 Crowd Grid Business
Intelligence Platform Leader with a Sponsored content campaign
Results: 2x increase in leads generated year over year. Higher than
average click through rate on LI for more than 6 months
• Reviews can be brought to life by
LinkedIn members and shared on
• On LinkedIn, reviewers can
showcase their unique knowledge;
while brands can promote their
customer ratings by creating
with LinkedIn followers.
• Join the conversation
on product reviews