For B2B tech marketers, converting leads into customers has always been the name of the game. In many ways, it’s both an art and a science, with marketers combining the power of essential metrics and data with human intuition to attract potential clients. As marketing and communications professionals continue to experiment with new and innovative strategies to set themselves apart from the competition, we believe it’s crucial to remind them of why customer reviews are so valuable.
To illustrate this, let’s go over some stats: according to Clutch, a whopping 94% of B2B buyers use reviews when selecting a service provider. Why is this number so high? Well, for two reasons: First, reviews are usually unbiased and carry a great deal of authority among decision-makers who, in the past, would sift through countless amounts of demos and outdated reports in order to make a decision.
This brings us to the second reason why reviews are so important—the time-saving aspect of reading a review versus the alternative method for extracting information. While demos will most likely remain a fundamental aspect of showcasing solutions, reviews are a tremendous way to separate hot leads from cold leads. Surprisingly, however, only 10% of companies on Clutch have reviews, leaving many businesses underrepresented and less likely to be considered by potential clients.
While BMV has previously covered the dynamic impact of case studies and reviews, in this blog, we’ll focus on how companies can optimize their review strategy with Clutch to help them convert curious leads into satisfied customers more effectively!
Examining The Current Review Landscape
To say that selecting the right business solution for your company is challenging would be a severe understatement. Traditionally, the process has been overwhelmingly risky and prone to bias. In fact, studies have shown that 9 out of 10 buyers merely select services and solutions from brands they were familiar with before even entering the research stage.
However, the rise of B2B reviews has altered this landscape, allowing many previously overlooked B2B companies to successfully build authority in their space by showcasing their past client accomplishments. This is partly due to review platforms like Clutch and G2 becoming such a pivotal resource for B2B companies looking to showcase authentic feedback and improve visibility.
Client reviews act as social proof, showcasing the experiences of actual customers. For companies, positive reviews help build credibility and trust, especially in technology-related industries such as AI, IoT, machine learning, deep tech, etcetera. For these companies, leveraging reviews on review platforms could showcase their strengths in efficiency, reliability, and customer support, helping to attract more enterprise clients.
Identifying & Requesting Reviews
Extracting reviews may seem straightforward, but, as with most things in life, there’s a right way and a wrong way to do it. For B2B companies to gather truly valuable feedback, it’s essential to start by identifying the right reviewers. Focus on both past and current clients who can provide meaningful feedback, making sure to include a mix of small and large clients to showcase the full range of your services. Highlight projects that reflect your strengths and attract the kinds of clients you want.
Typically, the ideal time to ask for a review is after a significant milestone or project completion, as clients are most engaged at this stage. Make sure to take the time needed to personalize your request by referencing specific details of the project so the process feels more genuine and less overwhelming. If your company utilizes multiple platforms to communicate with current and former clients, make sure to ask for reviews on one platform at a time to avoid inundating clients.
To streamline the process, consider incorporating review requests into regular client interactions. This can be done through offboarding emails, check-in calls, or even in your email signature. When review requests become part of the usual workflow, clients are more likely to respond naturally. Additionally, you can leverage tools from platforms like Clutch, such as case studies and review widgets, to showcase your feedback on your website and social media, which helps build trust with potential clients (we’ll get more into this part soon).
Incentivizing reviews in an ethical fashion can be effective, but always encourage honest feedback rather than just positive reviews. Offering incentives like discounts or gift cards is acceptable, provided the process remains transparent and authentic. Be prepared to address common objections from clients, such as concerns about not knowing what to write or lacking time. Explain that platforms like Clutch offer a straightforward process that typically takes only about 15 minutes and allow anonymous reviews, which can reassure clients bound by non-disclosure agreements.
Why Showcasing (the right) Reviews Matter
While platforms like Clutch streamline the review process, B2B marketers must be aware of certain nuances when showcasing these reviews to potential buyers. For starters, it’s essential to realize that B2B reviews have a limited shelf life. Studies show that 85% of buyers view reviews older than three months as irrelevant, further emphasizing the importance of regularly updating reviews to maintain credibility.
So, while most positive reviews provide a substantial amount of social proof, it’s equally important to maintain a steady flow of reviews in the queue. This doesn’t mean that old reviews don’t serve a purpose. In fact, having a history of positive reviews not only demonstrates credibility but it also projects a sense of dependability.
Now, you might be thinking that all you need is a bunch of 5-star reviews in order to generate maximum credibility. While this logically makes sense, it’s important to realize that a perfect 5-star review might appear suspicious to a B2B buyer. This is where human intuition comes in—more often than not, a B2B buyer will trust a company that has 50 reviews that average out to 4.8 stars than a company with only a handful of perfect 5-star reviews.
This is because a consistent track record of credibility carries more weight than isolated instances of perfection. While negative reviews often indicate a mismatch between expectations and delivered results, paradoxically, an abundance of perfect 5-star reviews can also raise skepticism. Potential customers may find it hard to believe that any company consistently delivers flawless experiences. Therefore, B2B companies should not overly fear the occasional less-than-stellar review. Although a negative review isn’t ideal on its own, when it’s part of a broader tapestry of predominantly positive feedback, it can actually enhance your company’s credibility by presenting a more realistic and balanced picture.
Using Reviews in the Buyer’s Journey
To contextualize this information, consider viewing your review process as a roadmap that aligns with the buyer’s decision-making journey:
- Awareness Stage: Use reviews to support outreach efforts. For example, cold emails can mention specific outcomes achieved for similar clients, which can catch the attention of prospects.
- Consideration Stage: Potential clients often compare multiple service providers. The companies with the most recent and relevant reviews are more likely to make it onto their shortlist.
- Decision Stage: In the final stage, reviews reassure buyers that they are making the right choice. They provide the confidence that the chosen service provider can deliver results for their specific needs.
Why Should B2B Companies Use Clutch?
Clutch has established itself as a trusted cornerstone in the B2B review landscape, offering a robust platform that goes beyond simple testimonials. Its rigorous verification process ensures the authenticity of reviews, helping to build a foundation of trust that resonates with potential buyers. By actively collecting reviews on Clutch, companies can increase their visibility, build credibility, and fuel their lead-generation efforts. The platform’s case studies feature and thorough review verification process further solidifies the trust that potential buyers place in your business.
Clutch empowers businesses to manage their reviews strategically – from identifying ideal reviewers to timing requests for maximum impact. This systematic approach helps companies build authority and social proof, two critical elements that drive conversions.
Ultimately, Clutch provides a powerful toolkit for businesses to collect, showcase, and leverage reviews effectively, supporting long-term growth and success in the competitive B2B marketplace. By harnessing the full potential of Clutch’s platform, businesses can create a compelling narrative of their successes, backed by verified client experiences, setting the stage for sustained growth and client trust.