2 Part 1: Introduction We all know how helpful product reviews can be, especially in the B2C space . Although this system has been present for at least a decade, product reviews and star ratings in the modern B2B landscape aren’t quite as common . Until recently, selecting business solutions was hard, risky, and inherently biased . Buyers spent too much time sifting through search results, reading outdated reports, and sitting in on product demo after product demo, all to no avail . But as B2B reviews become more regular, the decision — making process has become much simpler, letting users’ voices be heard, and helping buyers make smarter, faster, and more impactful decisions . Methodology To understand and identify how today’s Are you more likely to purchase a B2B buyers give, interpret, and use product product or service if you have been reviews to make decisions, OnTarget able to read a trusted review about it? Consulting & Research, in partnership with G2 Crowd and Heinz Marketing, conducted a survey over two weeks in late September 2017 . The responses came from 548 business professionals from a range of different industries, ranging from SMB % to large enterprise . 92.4 YES 7.6% No/Not Sure 2 CROWD