B2B buying is increasingly adapting to mirror B2C buying; and the importance of peer review sites is no exception. Consumer review sites have existed for years, with Trip Advisor, Yelp and TrustPilot being a first port of call for many B2C buyers before making a big purchase. This trend is now thriving in the B2B space also, with 95% of businesses reading online reviews to narrow down potential providers and choose software that meets their needs according to Gartner. Sites like TrustRadius, G2 and PeerSpot are now go-to’s for B2B tech buyers seeking honest reviews from product users.
In addition, industry analysts are paying more and more attention to peer review sites. Omdia has a formal partnership with TrustRadius and analysts use the reviews to inform vendor ratings as part of the Omdia Universe reports. Gartner Peer Insights reviews have officially replaced the customer reference portion of Magic Quadrant evaluations. We’ve also heard analysts from other firms discuss peer review sites as a key resource for their own desk research.
Starsight’s advice: ignore peer review sites at your peril.
Download Starsight’s quick guide to peer review sites and learn:
- How peer reviews impact your business.
- The personality of the peer review sites.
- The pre-requisites required for peer review success.
- Where to find existing resources to help you on your journey.