On the middle of each (profitable) tech firm is one core precept: disruption. 

Whether or not it’s about introducing a brand new supply technique, or knowledge mannequin, or a function that nobody has performed earlier than — discovering new methods to resolve issues, create connections, and construct belief is instrumental to creating house, and in the end command sustainable market share in an already extremely crowded business. However with out validation, suggestions, and belief, having that unicorn thought — that disruptive differentiator that units you aside from all of your rivals — is just simply that: an thought. 

We’ve seen B2C corporations flip critiques into model propelling, revenue-generating, loyalty demanding engines that gas the expansion, belief, and recognition B2B would give something to connect their disruptive mannequin to. However B2B (software program) critiques — relative to the business as an entire — are nonetheless comparatively in an infancy stage. 

So why hasn’t tech adopted that mannequin for distribution? For essentially the most half, B2B’s relationship to buyer critiques has been restricted to e mail requests despatched to prospects. “Pleased with our product? Depart us a overview on G2!”  Placing collectively a overview assortment technique is completely step one in constructing critiques into your UGC technique. However what’s subsequent for B2B critiques?

The first installment of this sequence talked about why critiques are necessary and methods to get them. The second installment coated the positives of unfavourable critiques and methods to use them. On this last installment, we’re going to cowl what the way forward for B2B critiques appears to be like like, and how one can start to use a few of these core rules to your UGC technique.

Bringing B2C into B2B

Evaluations are all over the place – from garments to meals to software program. And regardless of there being over 1.1 million B2B software program critiques on simply G2 alone, the vast majority of on-line critiques are for business-to-consumer (B2C) services and products  – clothes, eating places, accommodations, experiences. However B2C corporations have been gathering critiques for longer than they’ve been on-line. 

Keep in mind customer support calls after your cable was put in, asking for suggestions? Keep in mind filling out a notecard on the physician’s workplace after a go to? Keep in mind calling the quantity on the backside of your receipt, or on the again of a truck to ‘allow them to know the way they’re doing’? B2C has lengthy recognized concerning the worth of buyer suggestions and has had a long time within the software program business to refine and ideal how they accumulate, use, and distribute critiques. 

What can B2B be taught from B2C?

Person expertise. 

It’s in all probability protected to imagine the primary place trucking corporations turned to ask for suggestions on their drivers wasn’t — fairly actually — the again of the truck. However what higher technique to get sincere, correct, constant suggestions than to satisfy reviewers precisely the place they’re, after they’re there? The reality is, irrespective of how good (or dangerous) an expertise somebody has had along with your service or product, the extra you ask of them or the longer you wait between experiences to solicit suggestions, the much less probably you’re going to get an correct, sincere account — and even an account in any respect. 

However simply because your software program isn’t driving an enormous rig, doesn’t imply you’ll be able to’t additionally apply that very same logic by assembly your prospects the place they’re. Construct your overview assortment engine across the wants of your prospects to optimize the standard — and amount — of the content material you get. However the place are your prospects? Your prospects are in your utility, doing their day-to-day work; they’re of their e mail, doing their finest to get to inbox-zero; they’re in your web site, taking a look at what they will do subsequent; they’re utilizing your platform to automate their subsequent marketing campaign. 

With in-app overview assortment, you’ll be able to ask your prospects to depart a overview instantly in your utility; with in-email overview types, your prospects don’t have to depart their inbox to write down their overview; with internet content material administration instruments like Drupal, you’ll be able to add a overview widget in your web site. And with buyer expertise instruments, you’ll be able to construct guidelines and moments that movement proper into your app, and pair proper alongside your customers as they’re experiencing your product, stay. 

You’ll be able to even automate the method to ask your prospects to replace their critiques, so you’ll be able to spend extra time constructing a greater product, and supply prospects with latest, related info. By assembly prospects the place they’re, you’ll accumulate extra, high-quality content material by way of a seamless expertise (that takes knowledge privateness into consideration); a win-win throughout. 

Constructing a group

Individuals like to really feel like they’re part of one thing — whether or not that’s one thing so simple as a gaggle of associates, or a coalition to fight world warming — people crave a way of group. Constructing a group requires establishing widespread targets, subjects, pursuits, and a goal for the group — grounded by geo- or digital location for the group to satisfy. 

For B2B software program, it is sensible to create that group on-line, and critiques could be the proper entry level to constructing a web based group. Evaluations permit folks to start out conversations about what challenges, wants, and concepts they’ve, and the way a software like yours may help alleviate, clear up, or assist them. By responding to your critiques, you’ll be able to be part of that dialog, present that you simply care about your customers, and have interaction along with your group, constructing belief amongst each prospects and prospects. 

On G2, we’ve added one other layer to group constructing: discussions. With discussions, group members can begin conversations, clear up issues, construct relationships, and work along with folks from an analogous background, business, or profession path. The extra folks work together inside your group, the stronger the emotional connection they really feel in direction of your model and related merchandise. 

Communities additionally permit for many who take part in them to assist one another troubleshoot and construct finest practices, concepts for methods to get essentially the most out of your software – quickly sufficient your group turns into an extension of your group, supporting one another and driving ROI in your behalf.

The way forward for UGC is critiques

Whereas the relative optimization of critiques should be of their infancy in B2B, there’s actually no scarcity of software program corporations scrambling for as a lot UGC (user-generated content material) as they will get their palms on. Case research, social mentions and retweets, and video testimonials — all are price their weight in gold to any B2B marketer. 

However in the identical breath, these entrepreneurs will let you know simply how difficult it’s to really accumulate them. Positive, a contented buyer might say anecdotally on a Gong name simply how a lot they love your gross sales staff and product performance, however getting clearance from their authorized staff to make use of that firm’s likeness, brand, and a direct quote in a promotional video? Good luck. And even for those who do get the inexperienced mild, the back-and-forth of assortment, modifying, approval, content material creation, and even possession is extraordinarily time-consuming and resource-heavy. 

Evaluations are the UGC hack solely the savviest corporations have caught onto — and for B2B, G2 has created a well-oiled, UGC assortment and distribution machine. 

Evaluations as case research

Trying to seize buyer tales for a case examine? Run a overview marketing campaign. Not solely will your buyer spill their guts, however they’ll do it publicly, on a web site that drives over 4 million month-to-month views. Wish to share that overview out with potential purchasers? No downside. G2 Reference Pages will let you cherry-pick which critiques take advantage of sense for the viewers you’re concentrating on, so you’ll be able to curate an ideal, related case examine (or assortment of case research) on the fly — no approval, inventive, or content material writers wanted. 

Evaluations as social interplay

Trying to construct your model by way of natural on-line interplay? Reply to critiques and discussions. It’s onerous work getting your prospects to remark in your social media, so why not meet them the place they already are: your product profile. Your most engaged prospects and prospects are ready so that you can assist them clear up challenges, reply questions, and get essentially the most worth out of your product and your model proper on G2.

Evaluations as video testimonials

Trying to leverage essentially the most highly effective medium (video) to inform your buyer tales? Encourage your prospects to depart video critiques in your product profile. There may be nothing extra resource-demanding than video — except it’s performed for you! By working a video overview marketing campaign, you’re technically asking much less of your prospects than an everyday 44-point query overview, however in alternate, you’re getting a helpful, evergreen buyer testimonial asset to make use of in advertising and gross sales supplies without end. 


There’s a compelling shift in the best way main B2B corporations are starting to undertake critiques as part of their central enterprise technique. Modeling after their B2C predecessors, prime tech outfits are seizing invaluable alternatives to earn and preserve belief by way of the facility of buyer voice. 

Quite than passively ready for patrons to volunteer suggestions, they’re assembly prospects the place they already are and putting solely when their patrons are ripe to offer suggestions. They’re then pulling that uncooked, genuine suggestions into their core UGC technique. These shifts have already begun to pay dividends: dramatic will increase in critiques collected — in whole, and scaling over time, elevated model loyalty and referrals, and the power to supply a scalable, inexpensive UGC advertising technique that converts.

We hope you’ve loved our sequence on critiques and the way forward for UGC. For those who’d like to debate something we mentioned on this installment (or components one or two) attain out to a G2 rep right now.

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