Today’s buyer selection process revolves around education and trust. In fact, 85% of technology 85% decision-makers read up to 10 online reviews before making a purchase — and 53% rely on peer 53% recommendations, per G2 Crowd’s latest research CHAPTER 04 on customer reviews. Honest voices from savvy customers help to build GLASS HALF FULL: credibility and transparency around your products HOW TO LEVERAGE or services in a way that traditional advertising cannot. Take it from the experts, as user behavior NEGATIVE REVIEWS on G2 Crowd recently showed that: As the saying goes, it’s impossible to negative reviews (those with please everyone. But in the world of one or two stars) receive nearly B2B reviews, a frustrated or unhappy 200% to 300% more clicks and customer can be one of your biggest 300% views than positive reviews. assets. It’s true: You can turn For marketers, this reveals untapped opportunity negative reviews into a positive. to leverage reviews without the stress of striving LET US EXPLAIN. for perfection. And when it comes to making lackluster feedback work in your favor, try the following quick roadmap to success. 12