ADDRESS NEGATIVE REVIEWS HEAD-ON While negative reviews are unfortunate, they also present a big opportunity. Shoppers who seek out negative reviews are generally more engaged with their pre-purchase research, viewing almost four times as many products as the average visitor to a site. Marketers should seek out customers who have posted bad reviews, offer a response, and clear up misconceptions. If these negative reviews identify a genuine problem, marketers should work to get the issue fixed. And when customers who post a bad review have their issue addressed, marketers can even reach out for updated — and presumably more positive — reviews. SUPPORT ACCOUNT-BASED MARKETING Account-based marketing relies on strong communication between marketing and sales. By monitoring product reviews and social media comments by specific customer accounts, marketers can glean important information that can be passed to their sales counterparts. The sales team can then use these insights to better understand what specific accounts need and want. 17