All marketers know that most of the research that goes into a buying decision is done online long before an interaction with a seller takes place. As consumers, we research every day, but also business people who make technology decisions for their company.
In addition to visiting your website, prospects will also review how your products are rated on peer review websites such as G2, TrustRadius, and Gartner Peer Insights. Your products may already be listed on these websites and you may already be receiving positive reviews for free. For many technology companies, however, paying to subscribe to such websites has become a crucial part of the B2B channel mix.
Subscriptions to peer review sites can become an important source of new leads and referrals. They can provide insight into buyer intent and thus shape future product features and functions.
If you want to make peer review websites a part of your paid marketing, you need to invest the time, resources, and budget to get results. Peer review sites need regular maintenance. And as with many platforms, the more you get involved, the more you gain.
Are you ready to register? How to get the most out of your subscription:
- Bring your peer review account team up to date on your market segment, your differentiators, and your competitors. You don’t need to have in-depth expertise, but you should have a general understanding of your company and how it fits into your particular industry.
- Prioritize your subscription and make it part of your ongoing marketing efforts. Assign specific team members to manage the relationship and make sure you are always aware of changes to the site that could affect your profile. Also, make sure your site managers are constantly updating your presence on the site: optimizing product pages, adding content, engaging happy customers, identifying potential problems and solving them, and much more. Think of your website investment as a marketing process rather than a short-term event.
- Maximize your profile. Go beyond the basic product and company information and complete all available profile options so that potential customers can get to know your company in the easiest possible way. This can mean including videos with how-tos, demos, easy-to-understand price charts, customer profiles, and comparisons of product features between top competitors. Some peer-reviewed websites offer analytics to show you what content is grabbing users’ attention and provide insights that you cannot get from your own website.
- Integrate. One of the perks of a paid subscription is the ability to connect to your CRM and marketing systems. When the peer-reviewed website identifies enthusiastic customers, you can make it easy for them to share their experiences and capture their authentic comments and feedback. With G2 you can, for example, route demo requests directly into your CRM and thus provide a lead source for new business. You can also automate the process for your satisfaction by integrating it with your customer success platform, the Net Promoter Score tool or the survey system. These insights can lead to stronger products, new customer offerings for your website, closer customer relationships and case studies while improving SEO rankings. Do you have a chatbot like Drift? This is another perfect place to post new reviews to help a website visitor get the information they need.
- Use the reviews to attract future customers by bringing feedback across all of your marketing channels. Once the reviews are flowing, you can curate and syndicate them to your marketing, sales, and customer success teams. All of the peer review websites I use allow you to organize your reviews by your types of customers and set tags by industry or industry. Use the feedback and comments for snippets on your website, social channels, webinars, email campaigns and industry-specific marketing measures. Of course, it’s phenomenal content for your sales teams too.
When can I expect results?
With peer-reviewed websites, when you’ve maximized your online profile and working closely with your account team, you’ll get results almost instantly.
For most B2B companies, listing updates and integrating Martech is self-service. So it’s worth taking your time before starting a subscription to make sure you’re up and running quickly.
Learn from experience
The peer review site process gives you valuable insights that will determine the future direction of products and companies. One area you want to be careful about is the buyer’s intent. It can be tempting to gain insights into who’s on the site, how long they’ve been reading your profile versus a competitor’s data, and other critical data to send unsolicited emails, notify sales reps, who then telephoning, or sending other unwanted data communication.
Do not use the buyer’s intention of rushing. It could cast you in a bad light, damage your reputation, and risk getting reported – all of which will negatively affect your email sender score.
The best use for buyer intent data is to measure interest and spot trends. If you are using resources to make the most of your presence on the website, you won’t have to resort to questionable tactics to attract new customers. If they want your solution, they will get in touch. And the more positive reviews they get about your products, the more likely it is.
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Overall, peer-reviewed websites are a solid marketing channel that is well worth the investment. While you may want to be present on all of them, instead focus on the sites where your customers and prospects are most active.
With a concerted effort from your marketing team and the vendor, subscribing to peer-reviewed websites that target your audience can be a cost-effective driver of traffic and conversions.