Part 1: Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Key Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Part 2: The Power of B2B Reviews . . . . . . . . . . . . . . . . . . 4 When Buyers Look at Reviews . . . . . . . . . . . . . . . . . . . . . . . 5 How Many Reviews are Enough . . . . . . . . . . . . . . . . . . . . . . 6 Recency Matters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Where Buyers Find Reviews . . . . . . . . . . . . . . . . . . . . . . . .8-9 Part 3: Embrace the Negative . . . . . . . . . . . . . . . . . . . .10-11 Part 4: Putting B2B Reviews to Work . . . . . . . . . . . . .12-13 The Importance of Reviews Over Time . . . . . . . . . . . . .14-15 How Reviews are Being Used . . . . . . . . . . . . . . . . . . . . . . . 16 The Benefits of Reviews . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Part 5: Your Competitive Advantage . . . . . . . . . . . . . . . .18 Next Steps for Sales and Marketing . . . . . . . . . . . . . . . . . 19 Use Reviews to Improve Your Product . . . . . . . . . . . . . . . 20 Use Reviews Throughout Your Marketing Strategy . . . . .21 Implement a Continual Review Strategy . . . . . . . . . . . . . . 22 Don’t Silence the Negative Reviews . . . . . . . . . . . . . . . . . . 23 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 About the Authors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 2 CROWD