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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Why We’ve Rejected Over 13,000 Reviews & Ratings

Why We’ve Rejected Over 13,000 Reviews & Ratings

Let me start by explaining why the word “trust” is in our name. Trust is the most important factor to buyers who are reading reviews and using reviews to help them decide what to buy. When TrustRadius was founded, trustworthiness was proving to be a challenge for consumer reviews, and the team knew trust would be especially important for professionals making high-dollar, mission-critical software purchase decisions for their organizations. Years later, the way in which B2B software is bought and sold continues to evolve, with many studies showing that B2B buyers are more empowered to find information on their own…

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Two Roads Diverged: Why We Turned Away From Paid Lead Generation

Two Roads Diverged: Why we turned away from paid lead generation

The Birth of TrustRadius It was December 2011. I was shopping for a gift for my wife, a coffee machine, so I went to Williams-Sonoma. The sales person recommended one of the in-stock products, but I didn’t fully trust their advice. I talked to a friend who recommended a brand called Jura. I searched online for reviews and stumbled across a site called CoffeeGeek which had amazingly thorough reviews. They affirmed his recommendation and gave me the confidence to buy. At the time, I was Founder and Chief Strategy Officer of Convio, a SaaS platform that helped nonprofits raise money…

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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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The B2B Buyer’s Search For Trustworthy Advice

The B2B Buyer’s Search for Trustworthy Advice

We read a lot about the buyer’s journey. And while it is often credited with putting customers squarely in control of buying decisions, reality is not quite that simple. The fact is, much of the change in buying processes is a direct response to dwindling trust factors in vendors’ sales and marketing. Today’s sales efforts tend to be more about selling, and less about helping prospective customers buy. As a result, buyers have become increasingly skeptical of what they see as the self-serving agenda of the approved sales pitch and more savvy about finding resources for the advice and recommendations…

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Building Trust One Review At A Time

Building Trust One Review at a Time

As user reviews spread to business software, how do you know what to trust? What safeguards are business review sites taking to ensure that their content is legitimate and representative of reality? Trust and fraud prevention has been an issue for consumer review sites since inception, but the stakes for business software reviews are much higher. The consequences for a bad software decision are generally far more severe than a bad meal or hotel stay. Software is expensive to purchase and implement, you often sign long-term contracts, and it’s painful to switch. Additionally, the number of people who can review…

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What B2B Content Do You Trust?

What B2B Content Do You Trust?

Content is playing an increasingly large role in B2B decision making. The 2014 B2B Buyer Survey by DemandGen indicated that for 64 percent of B2B buyers, the winning vendor’s content had a significant influence on their decision. Additionally, a March 2014 study by the CMO Council and Netline expressed that “content sharing among buyers, specifiers, and influencers is widespread.”

Vendors spend a large amount of effort and money on creating content to influence buyers. Yet, the same CMO Council study indicated that just 9% think of vendors as a trusted source of content. A content area where vendors spend a great deal of effort is producing case studies.

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Software Reviews: Read Beyond The Ratings

Software Reviews: Read beyond the ratings

It may seem odd for the CEO of a review site to take a stance against star ratings, but I believe they receive far too much emphasis. Don’t get me wrong. They have their place. In an era of content scanning and low attention spans, star ratings give a quick visual representation of sentiment. They do, however, need to be considered in context. 

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