CHAPTER 05 HARNESS THE GROWING POWER OF YOUR CUSTOMERS' VOICES As we all know, buyer voices control the Effective marketers are beginning majority of today’s purchase process, to understand that product reviews and playing an active role in this can have an outsized influence on conversation is a critical step for B2B the entire funnel and the complete brands. Turn detractors into champions customer experience — from product and loyal customers by encouraging development and thought leadership an open, honest, and constructive to website and social media marketing. atmosphere. In time, this will lead to satisfied customers, a better product, Ultimately, reviews and customer and — most importantly — more sales. comments on social media platforms such as LinkedIn and Twitter are The value of product reviews is a fertile ground for marketers. By growing, and growing fast. No longer paying attention to customer voices, are reviews solely lower-funnel marketers can learn how their products marketing opportunities. and services are being perceived in the marketplace. Product reviews and customer comments can even provide a pathway for marketers and engineers to understand how their products and services can be improved or marketed more effectively. 15