How to Get the Most from Your Peer Review Site Subscription

All marketers know that most of the research that leads to the purchase decision takes place online, long before any interaction with the seller occurs. As consumers, we do this research every day, as well as entrepreneurs who make technology decisions for their businesses.

In addition to visiting your site, potential customers will also see how your products are rated on peer-reviewed sites such as G2, TrustRadius, and Gartner Peer Insights. Your products are probably already listed on these sites and you are already receiving positive reviews for free. But for many technology companies, paying for subscriptions to these sites has become an important part of the B2B channel mix.

Subscriptions to peer review sites can become an important source of new tips and references. They can provide information about the buyer’s intention and thus model the characteristics and functions of the future product.

If you decide to make peer-reviewed sites part of your paid marketing, you must be willing to invest the time, resources, and budget necessary to get results. Peer-reviewed sites should be encouraged regularly; and, as with many platforms, the more you commit, the more you earn.

Ready to register? Here’s how to get the most out of your subscription:

  • Keep your peer review team informed about your market segment, differences, and competitors. They do not need to have in-depth knowledge, but they do need to have a general understanding of your business and how it fits in your specific industry.
  • Prioritize your subscription and make it part of your ongoing marketing efforts. Set up specific team members to manage the relationship to ensure that you stay up to date with changes to the site that may affect your profile. Also, you must ensure that site administrators are constantly updating their presence on the site: improving product pages, adding content, engaging satisfied customers, identifying and helping to solve potential problems, and more. Think of your website’s investment as a marketing process, not a short-term event.
  • Maximize your profile. Go beyond basic product and company information and fill out all available profile options so that potential customers can get to know your company easily. This can include instructional videos, demos, easy-to-understand price lists, customer profiles, and product comparisons between major competitors. Some peer review sites offer analytics to show you what content is drawing users’ attention by providing information that you cannot find on your site.
  • To integrate. One of the benefits of a paid subscription is the ability to connect to CRM and marketing systems. When the peer review site identifies enthusiastic customers, you can make it easier for them to share their experiences and record their sincere comments and feedback. For example, G2 allows you to direct demo requests directly to your CRM, which provides a source of opportunity for new customers. You can also automate the most satisfying process by integrating with the customer’s successful platform, network promoter scoring tool, or registration system. This perception can lead to stronger products, new customer quotes for your website, closer customer relationships, and case studies while improving SEO rankings. Do you have a chatbot like Drift? This is another perfect place to generate new reviews when it comes to helping website visitors get the information they need.
  • Use reviews to attract future customers by providing feedback on all marketing channels. After the feedback flow, you can select and distribute them to the marketing, sales, and customer success teams. All the peer review sites I’ve used allow you to organize your reviews based on the types of customers you have and define brands based on vertical or industrial sectors. Use feedback and comments for snippets about your website, social channels, webinars, email campaigns, and industry-specific marketing initiatives. Of course, it is also phenomenal content for your sales teams.

When to Expect Results

Assuming you have maximized your online profile and are working closely with your account team, you will get results on peer review sites almost instantly.

For most B2B companies, martech’s integration offers and upgrades are self-service, so it’s worth taking the time to sign up to make sure you stay up to date quickly.

Learn from experience

Through the website’s peer review process, you will gain valuable information that will determine the future product and direction of the business. But one area to pay attention to is the buyer’s intention. It can be tempting to get information about who is on the site, how much time they spend reading your profile about a visitor and other interesting data and using it to send unsolicited emails, call sellers or send other unsolicited communications.

Do not use the buyer’s attack intent. This can put you in a bad position, damage your reputation and risk being reported, negatively affecting everything from the sender’s email.

The best use of copper intent data is to measure interest and track trends. Allocating resources to make the most of your website’s presence means that you don’t have to use questionable tactics to acquire new customers. If they want your solution, they will contact you. And the more positive comments they see about your products, the more likely they will be.