TIBCO CMO Shares His Secret For Launching A Marketing Rocket Ship

TIBCO CMO Shares His Secret for Launching a Marketing Rocket Ship

Thomas Been, CMO of TIBCO, was recently named Marketing Executive of the Year by PR World Awards. We recently spoke to Thomas about the role customers play in his award-winning strategy.   Tell us about TIBCO and your role at the company. TIBCO provides businesses with connected intelligence. On one end, we allow businesses to connect their systems and get data they can use in their applications and processes. Then we enable them to use that data to augment their intelligence by putting insights into the hands of the right people, like business users or data scientists, and into the…

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Strategy Spotlight: How To Turn Your Customers Into A Powerful Asset

Strategy Spotlight: How to turn your customers into a powerful asset

Bill Lee is the founder of the Center for Customer Engagement, where he has built a community of top-tier corporations that includes Microsoft, Amazon Web Services, Salesforce, HubSpot and Oracle. We sat down with Bill to discuss how customers can become a valuable resource for today’s technology companies. Why do you view customer engagement as such an important driver of business growth? One of the most innovative areas in business today is finding ways to engage your customers that provide extraordinary value beyond just clearing their checks. Existing customers are helping to educate buyers as they make their purchasing decisions.…

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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 TrustRadius.com and other review sites to compare products. According to our latest survey, that’s how 82% of buyers on TrustRadius.com 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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How To Choose The Right B2B Review Site

How to Choose the Right B2B Review Site

As reviews become an increasingly important part of the B2B buyer’s journey, many tech vendors are realizing they need to develop a proactive strategy around third-party review sites like TrustRadius, but they aren’t sure where to start. As head of Research at TrustRadius, I’m responsible for making TrustRadius.com the most useful, authentic, trusted resource for software buyers. To that end, we closely follow trends in how business software is bought (and sold), and we’ve done a significant amount of our own research on how, when, and why buyers use reviews in the purchasing process. Based on what we’ve seen, we…

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How To Get Your First 10 Reviews (and Why It Matters)

How to Get Your First 10 Reviews (and Why It Matters)

The TrustRadius Research team interacts regularly with software vendors, and we usually get a lot of questions about reviews — specifically, why reviews matter, and how vendors can go about getting them. Here are some common questions, and our answers. I’m a software vendor. Why should I care about reviews? Really just one reason — because your buyers care. Research shows that: B2B buyers are doing more research, and doing it independently. Reviews are becoming more influential as a third-party resource. In particular, buyers are looking for authenticated, in-depth, and balanced reviews. Buyers don’t trust vendors — they’d rather hear directly from end-users. An added…

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Let Your Customers Do The Talking: Session From Digital Sales Engine

Let Your Customers Do The Talking: Session from Digital Sales Engine

If you want to accelerate pipeline and improve win rate, the solution is hiding in plain site. Your customers are an incredibly powerful — and often underutilized — tool in the B2B sales process. At last week’s Digital Sales Engine online summit, TrustRadius CEO Vinay Bhagat discussed strategies and solutions for leveraging your customer’s voice to engage today’s informed buyer.

Check out the recording and full transcript below.

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The Rise Of Peer Reviews: Key Insights From The 2016 B2B Buyer’s Survey

The Rise of Peer Reviews: Key insights from the 2016 B2B Buyer’s Survey

The B2B buying cycle is becoming longer and more complex. Demand Gen Report recently released their 2016 B2B Buyer’s Survey Report, and the results show that business buyers increasingly act like traditional consumers. Notably, there is a growing emphasis on independent research, with a significant uptick in the role of peer recommendations and reviews. While this can be discouraging for marketers who are accustomed to more control over buying cycle, there is also significant opportunity for vendors who are ready to embrace these trends. Here are three key insights we pulled from the B2B Buyer’s Survey, and how you can…

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