When & How Reviews Are Used Along The Buyer’s 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 discover, evaluate, or select products. Of those, 62% said they were early stage buyers in the discovery phase, 28% were mid-stage buyers working on evaluation, and 10% were late stage buyers at the point of selection. Source: November 2017 poll of 680 buyers on TrustRadius.com…

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QuickBase, Marketo & Blackbaud On The Power Of Reviews In Advocacy

QuickBase, Marketo & Blackbaud on the Power of Reviews in Advocacy

On the second day of Advocamp 2017, three TrustRadius customers joined our CEO Vinay Bhagat on the main stage to discuss reviews in advocacy. Davin Wilfrid from QuickBase, Julie Perino from Marketo and Michael Beahm from Blackbaud shared how reviews have been key to getting their customers on the record authentically and at scale. They also touched on how reviews have made an impact beyond marketing, which was a major theme of the conference. Here are some of the most impactful quotes from our panelists, as well as the full video of our session. Building Better Advocacy Reviews have helped…

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SAP’s SVP Marketing On How Customers Are Redefining Brand & Buying

SAP’s SVP Marketing on How Customers Are Redefining Brand & Buying

Vivek Bapat is SVP of Global Marketing Strategy and Thought Leadership at SAP. He recently sat down with us to discuss the changing buyer’s journey and rise of customer voice in enterprise. Tell us about your role at SAP. I am the head of global marketing strategy for SAP, and I also run our thought leadership program under the banner of The Digitalist. So understanding our customer’s voice and how it rolls up into market and customer insights is critical. Good marketers know that a brand is all about the perception a customer has about you in their hearts and…

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Advocamp Preview: How Reviews Can Transform Advocacy

Advocamp Preview: How Reviews Can Transform Advocacy

We can’t wait to sit around the campfire and meet our fellow customer fanatics Dec. 6-8 at Advocamp! We’re also excited to share the main stage with three of our customers on Thursday, Dec. 7, at 9:25 AM. Julie Perino from Marketo, Michael Beahm from Blackbaud and Davin Wilfrid from QuickBase will discuss how they have successfully used reviews to scale in-depth customer content, increase authenticity and drive results across the entire organization. We wanted to introduce you to our panelists and give you a preview of what they’ll share during our session on How Reviews Can Transform Advocacy. If…

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Case Studies Vs. User Reviews: Frenemies Or 1+1=3?

Case Studies vs. User Reviews: Frenemies or 1+1=3?

Sitting at the juncture of B2B buyers and vendors, we hear a spectrum of opinions — often contradictory — about vendor-produced case studies. In our recent survey of TrustRadius users, some of the most vocal buyers said things like: “Case studies are all fairy tales” and “propaganda,” full of “sales spin” or even “fabricated.” Yet DemandGen’s 2017 Content Preferences Survey Report found that 78% of buyers use case studies to research B2B purchasing decisions. In our own B2B Buying Disconnect report earlier this year, case studies were the most commonly produced content type by vendors. But while 91% vendor marketers…

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Authenticity Is The Future: Oracle CCO On The Evolving Role Of Customers In Enterprise

Authenticity Is the Future: Oracle CCO on the evolving role of customers in enterprise

Jeb Dasteel is the Chief Customer Officer at Oracle and co-author, with Craig LeGrande and Amir Hartman, of Competing for Customers: Why Delivering Business Outcomes is Critical in the Customer First Revolution. We talked to Jeb about what it means to be customer-centric and how Oracle is embracing customer voice as a strategic advantage. Tell us about your role at Oracle. When I was named Chief Customer Officer at Oracle, I literally didn’t know anybody else that had that title. I came to Oracle in 1998, and in late 2004, I was asked to take on the task of driving…

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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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New Guide: Everything You Need To Know To Launch A 5-star Review Program

New Guide: Everything you need to know to launch a 5-star review program

Marketing and selling B2B technology isn’t easy. Bill Macaitis, who has led marketing at Slack, Zendesk and Salesforce and is now a TrustRadius board advisor, coined a phrase that instantly resonated with our team: B2B is a tough beast. You’re not selling in one day, you’re selling over months. People have never done so much research, often times before they even reach out to you, and during that process they want to hear from real customers. To the extent you can provide that to them, you are going to build trust. And trust is key, especially for a SaaS company…

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