Online ratings and reviews have transformed the way B2B buyers purchase software and services. Some 94% of B2B buyers in the 2017 B2B Buyers Survey Report say reviews from industry peers are an important factor in their purchasing decisions; 67% say they are relying more on peers for final purchasing decisions. User reviews can do much more than enhance a company’s online reputation. According to the 2018 Benchmark Report from review site G2 Crowd and Heinz Marketing, 90% of B2B buyers are more likely to make a purchase after reading a trusted review. By harnessing the power of reviews, B2B software and services companies achieve multiple business objectives — including developing effective content marketing strategies, unearthing competitive intelligence and getting feedback to guide product development. Here are 7 ways you can leverage ratings and reviews to fuel top initiatives across your organization. 2