Compounding these recent findings, we recognize that attracting an optimal volume of quality reviews can be a challenge for B2B marketers. TO HELP, HERE ARE FIVE WAYS TO ENCOURAGE REVIEWS AND RATINGS OF YOUR PRODUCTS AND SERVICES. ACTIVELY SOLICIT TAKE THE EXTRA STEP AND MAKE IT EASY FOR CUSTOMERS REVIEWS AND RATINGS ENCOURAGE COMMENTS TO SUBMIT REVIEWS Don’t be shy about asking Once a review is posted, it’s Noting that many B2B markets are customers to review and rate not the end of the story. The small and competitive, Forrester your products so you can reach a best reviews — both negative encourages companies to critical mass of customer input. In and positive — can stand up to ask customers to submit the Forrester report, Bruno cited scrutiny by peers in the industry. testimonials. With sites two companies that successfully Forrester posits that this kind of now offering reviewers the ability solicited reviews: Intuit and 3M. interplay between product users to write high-quality, verifiable For its TurboTax product, Intuit should be fostered, and that input with confidentiality, Forrester solicited reviews “seconds after “B2B sites must encourage also recommends “making it users submitted their taxes,” while other customers to validate or easy for users of the product a healthcare division of 3M placed invalidate existing opinions.” to submit reviews by review submission screens in embedding reviews forums and communities. These and rating two approaches were found to opportunities “increase review volume [in one as part of the online community] by 200% in installation just three days.” or customer service process.” 10