4.2–4.7 IN REVIEWS, LEVERAGE AUTHENTICITY WINS UNBIASED REVIEWS Third, if there are too many good reviews, Last, vendors are quickly embracing buyers won’t believe it. Research from the huge potential and benefits Northwestern University shows that products with an of reviews. Buyers want unbiased average star rating in the 4.2-4.7 range are MORE information to help find their likely to be purchased than those with near-perfect optimal solution. Brands that are ratings. This tells us that buyers are keen for honest, ahead of the curve leverage B2B real opinions. In fact, it’s hard to pinpoint one single reviews to sell to customers who are product or service that has only happy customers. educated and ready to buy. Embrace the good and the bad about your offerings — and use this as a discussion point to qualify the investment and how it can address your customers’ business needs. Critical reviews are an opportunity for vendors to publicly engage with dissatisfied The bottom line? Marketers customers and exhibit their customer service, should seriously consider which is central to any business relationship. These implementing a review strategy. reviews can also reveal true product fit use cases, as Your competitors certainly are. well as insights into the strength and weakness of both you and your competitors’ product(s) and features. 08