Foundations For Leveraging Review Sites In B2B

Buyer review sites and their content exist regardless of whether they are actively monitored by the companies whose offerings are being reviewed and rated. These sites are an important decision-making support tool for B2B buyers, who routinely seek input from peers before engaging with vendors and use review sites to create a vendor shortlist. In this report, we summarize the value of review sites in the B2B marketing ecosystem and offer guidance on setting goals and activating customer advocates to leverage review sites to drive retention and growth, gain market intelligence, and shape a brand’s story.