18 Part 5: Your Competitive Advantage This entire time we’ve explored the ways in which B2B reviews are used by buyers to help them make smarter decisions, and we saw that 9 out of 10 buyers are more likely to make that decision after reading a trusted review . That, along with all the ways reviews add value to your company, makes introducing reviews to your marketing strategy seem like a no-brainer . However, of the B2B companies who don’t currently utilize reviews, only 1 in 5 are even considering them. What does this mean? It means that you have the valuable opportunity to get ahead of the curve and position reviews as your competitive advantage . Only 1 in 5 companies not already using them are considering adding reviews to their marketing mix. 2 CROWD