CHAPTER 01 THE B2B PRODUCT REVIEW OPPORTUNITY In the internet age, consumers control more of a brand’s reputation than ever before. One flash point of this shift in power from businesses to consumers is the impact of online product reviews — think Yelp, think TripAdvisor — to When was the last time you influence the purchase process. booked a hotel or ordered an item online without having This same process of browsing prior, informed knowledge reviews and checking in with peers is of the product? EXACTLY. now increasingly common throughout the B2B purchase process. As today’s business landscape grows in complexity, savvy B2B buyers are relying — more than ever — on the opinions and expertise of colleagues, peers and trusted networks when researching and making purchase decisions. 03