EQUIP SALESPEOPLE WITH THE TOOLS AND CONTENT TO COMMUNICATE MORE EFFECTIVELY WITH CUSTOMERS AND PROSPECTS In addition to supporting ABM and tactics for addressing specific PROVIDE SALES ENABLEMENT accounts, product reviews can Marketing can curate key learnings from product inspire content that addresses how reviews, such as comments that help inform how the the broader marketplace responds market is thinking about or pushing back on your to your products, including the products/services. This approach helps salespeople identification of pain points that update their positioning, ensure they’re proactively need to be addressed. By studying addressing potential concerns, and, as a result, product reviews and social increase their likelihood of winning deals. media comments by the target audience, marketers can better The customer voice is becoming more crucial every equip salespeople with content day, and listening to it can be the difference between and presentations that speak marketing that succeeds and marketing that fails. directly to customers’ needs. Product reviews are a key part of the customer voice, and marketers who pay close attention to this aspect of the customer voice can boost their effectiveness throughout the funnel. 18