16 How are reviews being used? You’d be mistaken to think reviews have a singular use in your marketing mix . In fact, reviews have a variety of uses, each of which provides its own value to your organization . How do B2B sales and marketing teams use reviews? 52% 52% to establish or for testimonials improve credibility and case studies and trust 51% 49% to increase to monitor brand awareness customer feedback 49% 43% for lead to establish and generation demonstrate market presence 2 CROWD