3 Key Findings 1. The power of B2B reviews. 4. Embrace the negative. B2B reviews are powerful assets to Negative reviews might not be as problematic have in your corner, but just how persuasive as you think . 67% of buyers actually want are they? Well, when 90% of buyers are more to see a good mix of positive and negative likely to make a decision after reading a reviews, and 72% say that negative reviews trusted review, the importance of integrating help provide depth and insight to a product . them into your marketing mix speaks for itself . As a seller, you obviously want to showcase your best and brightest reviews, but buyers 2. The entire buyer’s journey. want to see more than that . Seeing glowing Product reviews play an important role review after glowing review creates throughout your entire buyer’s journey with skepticism — doubt that your product is 7 out of 10 buyers referencing reviews in the really as perfect as every review states . consideration phase, and half reporting they Having a few negatives in your reviews use reviews in the later stages of the buying won’t kill you . In fact, the negatives add process . B2B sales and marketing teams to your trustworthiness and credibility . who think that product reviews only have an impact in the consideration stage are missing 5. Your competitive advantage. out on valuable, multi-touch opportunities . 90% of buyers are more likely to make a purchase decision after reading a product 3. Recency and quantity matter. review . However, only 1 in 5 companies Striking a balance between recency and are even considering using reviews in their quantity of reviews is essential to maximize marketing efforts . When product reviews your impact on a prospect . 61% of buyers help establish trust, provide credibility, and would like to see 11-50 reviews, and 66% demonstrate value, the opportunities they of buyers would find those reviews more bring are ripe for the picking . valuable if they were provided in the last three months . You might have hundreds of glowing reviews to reference, but if they’re outdated, it’s time to add some new ones to the roster . So, just how useful are reviews to B2B sales and marketing teams? This report explores how today’s savvy buyers give, interpret, and use reviews to make better decisions, and what modern B2B sales and marketing teams can do to leverage the power of their product reviews for continued success in 2018 . 2 CROWD