In the information age, the power goes to the buyer.
Few of us are willing to spend money without knowing the quality of the product we’re purchasing. Before we send our credit card information, we search Google, talk to our friends, and then we check Yelp before visiting that new restaurant, or we read reviews on Amazon before buying that new toaster oven.
Customer reviews have long influenced consumer decisions, and it’s now clear that customer reviews have just as much impact on B2B buyers.
According to Forrester, 90% of B2B purchases begin with online research; and in a recent study from G2 Crowd, we see that 92% of B2B buyers are more likely to make a purchase after reading a trusted review.
If you’re not already using customer reviews while researching a potential B2B purchase – or if you already are – here are four tips to help you make the most of these real-world test cases.