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.

B2B review influence

How Do Reviews Influence B2B Buyers?

In the last few years, studies from Northwestern University’s Spiegel Research Center, the Pew Research Center, Bazaarvoice, the Better Business Bureau, and others have shown the influence of online reviews on consumer purchases. The gist: most consumers check reviews before making a purchase, and reviews influence what they decide to buy, who they buy it …

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Building a Strong Brand Through Authentic Advocacy

For a bulletproof brand, authenticity matters Building a brand is not about coming up with the perfect tagline or messaging. It is about creating unique and repeatable experiences that resonate with your target market. It’s the substance of what you have to offer, how you do business, and how others relate to you. Your brand …

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reviews in buyers journey

When & How Reviews Are Used Along the Buyer’s Journey

We know a lot about which buyers use reviews, what they’re looking for, why they use them, and how. It’s time to answer the question of when buyers use reviews. In a recent poll on TrustRadius, 76% of respondents said they were in an active buying cycle, using reviews and ratings data to help them …

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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 …

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How Reviews Influence Economic Buyers & 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 …

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reviewer role impact

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 …

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