All posts by Emily Sue Tomac

Emily Sue Tomac is Research Analyst at TrustRadius, where she studies the business software landscape, trends, and user feedback. She writes objective, user-focused reports that help buyers navigate crowded markets. She thinks of herself as a translator: she can help you understand marketing-speak, technical jargon, and crowd-sourced opinion, in plain English. Emily Sue covers the Sales technology landscape, Marketing Automation, eCommerce, Help Desk, SMMS, and Project Management software. Prior to joining TrustRadius, Emily Sue worked on research in linguistics and the digital humanities.
The Engagement Economy: How To Build The Relationship B2B Buyers Want

The Engagement Economy: How to build the relationship B2B buyers want

Recently, marketing automation vendor Marketo partnered with Illuminas to conduct research on The State of Engagement in 2017. They surveyed 1,192 marketers and 1,000 B2C and B2B buyers to find out how marketers build relationships with their buyers and where there is room for improvement. The study’s main conclusion — that “marketers think they are effective at customer engagement, but consumers think they could do better” — draws a clear parallel with TrustRadius’ own research into the The B2B Buying Disconnect, in which we specifically looked at the gaps and opportunities between business technology buyers and vendors. Drawing on findings from…

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How Reviews Influence Economic Buyers And Buying Committees

How Reviews Influence Economic Buyers and Buying Committees

When it comes to signing on the dotted line for a new tech product, do reviews influence the economic buyer? In short, yes — sometimes economic buyers read reviews themselves, and sometimes reviews bubble up to them through buying committees. Here’s our full analysis, based on TrustRadius site traffic and registrations, market trends, and survey results. Which buyers read reviews? To understand who is being influenced by reviews, let’s first look at who is actually reading them on third-party sites like TrustRadius. (Keep in mind one major caveat: TrustRadius reviews are also consumed beyond our site itself, through syndication to…

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Executives Vs. End-Users: Who Do Your Buyers Want To Hear From?

Executives vs. End-Users: Who do your buyers want to hear from?

If you’re thinking about a review program, you probably know that your buyers would rather hear from your customers — the people actually using your product — than your marketing team or your sales reps. The next question to ask yourself is, which customers should you ask to share feedback? Many vendors believe that reviews from executives are the most important, and want to focus their outreach on that segment. The impulse behind this executive mindset is understandable. Some think that the more impressive a reviewer’s title, the more influence their review will have on purchasing decisions. Others believe that…

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The Power Of Peers: 3 Key Marketing Insights From The 2017 B2B Buyer’s Survey

The Power of Peers: 3 key marketing insights from the 2017 B2B Buyer’s Survey

Peer reviews have reached a historic level of importance in the buying process, according to Demand Gen Report’s seventh annual B2B Buyer’s Survey. The independent publication polled 283 C-level executives, vice presidents and directors who were involved in a B2B purchasing decision in the past year. They found that as decision makers become more risk averse and purchases become more complex, trusted insights from real users are a critical component of the buyer’s journey. This shift continues to create opportunities for vendors who align with today’s buyers. Here are some of the key data points from the survey and what…

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Do You Know The Shelf Life Of Your Reviews?

Do You Know The Shelf Life of Your Reviews?

Our recent research has shown how B2B buyers are using reviews to compare products, build their short and long lists, and validate vendor claims — all crucial steps in the evaluation process. For reviews to be impactful at these stages, buyers say they should be authenticated, in-depth, balanced and representative. How recently a review was written can influence all of these factors. Additionally, buyers view recency itself as an explicit indication of how useful a review will be. So it is no surprise that when they are reading reviews, buyers pay attention to the review date. Based on our new…

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Why Content, Not Scores, Should Drive Your Review Strategy

Why Content, Not Scores, Should Drive Your Review Strategy

If you work for a software vendor, you probably already know that your buyers are using and other review sites to compare products. According to our latest survey, that’s how 82% of buyers on are using our site. As they build their long and short lists, reviews and ratings give them a helpful view of the "competitive environment," as one buyer put it. Here’s a breakdown of the various reasons your buyers are using TrustRadius. On average, respondents selected 2.2 use cases, meaning the vast majority of buyers compare products on TrustRadius and have one additional use or goal.…

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Buyers Weigh In On What Makes Reviews Helpful, Trustworthy

Buyers Weigh in on What Makes Reviews Helpful, Trustworthy

We recently asked technology buyers and vendors to help us answer some big questions about the technology purchasing process. At a high level we wondered, how well do vendors understand about the buyer’s journey? Are there any key areas of alignment or disconnect? And is there anything vendors should do differently? You can download the complete study, The B2B Buying Disconnect, for those answers. Of course we also wanted to know, where do reviews fit in? What factors are important to buyers when using reviews to inform their selection decision? And, in terms of review strategy, where should vendors —…

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