STRIVE FOR AUTHENTICITY Ideally, marketers want reviews to be submitted by end users rather than purchasing managers. “With 97% of IT buyers indicating that they rely on peer recommendations, ratings, and reviews when it comes to buying business software, B2B sites must give special status to reviews posted by power users of a product,” says Forrester. The inclusion of negative reviews also lends an air of credibility to a website — with 82% of shoppers making a point to read negative reviews, per PowerReviews. The aforementioned Spiegel report further supports this point, noting that “readers are skeptical of reviews that are too 97% of IT buyers positive and, in many cases, a negative indicate that they rely on online review is seen as more credible.” 97% peer recommendations, ratings, and reviews EXTEND THE REACH OF REVIEWS when it comes to buying business software The syndication of reviews can create a multiplier effect. “Several digital business pros who Forrester interviewed indicated that syndicating their ratings 82% of shoppers and reviews to supplier and manufacturer partners 82% make a point to read increased the total net number of ratings and reviews negative reviews across the entire channel,” Bruno writes. 11