HERE ARE SEVEN WAYS MARKETERS CAN USE PRODUCT REVIEWS THROUGHOUT THE FUNNEL — FROM DESIGNING BETTER PRODUCT ENHANCEMENTS TO UPSELLING AND CROSS-SELLING EXISTING CUSTOMERS. R&D — DEVELOP NEW PRODUCE THOUGHT GENERATE PRODUCTS AND IMPROVE LEADERSHIP AND CASE STUDIES CURRENT ONES OTHER CONTENT For marketing teams looking to Through product reviews, By monitoring product reviews and feature customer voices, positive customers can often provide customer comments on social media product reviews are a must-have. clues as to what additional platforms such as LinkedIn, marketers In the past, case studies have features they’d like from a can get a window into what their been challenging for marketers to product. By paying careful audience cares most about. For produce. It’s often a challenge to attention to reviews and user instance, if your product has dozens find a customer who: a) loves your comments, marketers can of features but users focus their product, and b) is willing to say so discern how to improve current comments on only two or three, this publicly. With positive reviews, a) and products by fixing flaws and can be an opportunity for insightful b) are taken care of; all that remains even develop ideas for marketers to build thought leadership is convincing the happy customer to new products by fulfilling content around the features that are participate in a formal case study. customer wishes. most important to their audience. Even negative product reviews Additionally, marketers can monitor can provide opportunities for case what the audience is saying about studies. When a company solves the competitors and emphasize any problem in a bad review, the story of advantages to craft content that turning a negative into a positive can gives their company the upper hand. make for a compelling customer tale. 16