Most buying decisions involve research done online by consumers and business professionals alike. This includes checking out how products are rated on peer review sites such as G2, TrustRadius, and Gartner Peer Insights. Investing in these sites can be beneficial to companies, as it can lead to referrals and insight into buyer intent. To get the most out of a subscription, marketers should have their team up to speed on the market and competitors, prioritize the subscription, and maximize the profile. Integrating with CRM and marketing systems and using reviews to attract customers across other channels are also key. Results can be seen almost immediately, but buyer intent data should be used with caution.
Overall, peer review sites can be a cost-effective source of traffic and conversions, but marketers should focus on the sites where their customers and prospects are most active. To get the most out of a subscription, team members should be aware of the market and competitors, prioritize the subscription, and maximize the profile. Additionally, integrating with CRM and marketing systems, as well as using reviews to attract customers across other channels, can be beneficial.
Though results can be seen quickly, buyer intent data should be used with caution to avoid damaging the company's reputation. When done right, peer review sites can be a great way to gain insight, increase conversions, and shape future product and company direction.
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