Increase B2B Sales with Customer Reviews

Driving More B2B Leads with Customer Testimonials and

Online Reviews

Myron Berginfo@fusionmarketingpartners.com

Contents

• Are Online Reviews Worth the Effort?• Build the Flow of Leads• Improve Conversion Ratios• Build Trust and Credibility• Online Customer Review Tactics• 5 Steps to Great Reviews• Benefits of Customer Reviews

Online Reviews

• People tend to trust vendors with whom others have had good experiences.

• In fact, we increasingly use the web to learn more about companies or individuals we encounter in our personal lives.

Is it Worth the Effort?

• Customer testimonials of your product’s value is a strong influencer to attract and persuade new customers.

• Online reviews, ratings, case studies, and testimonials have a significant and positive impact on the revenue stream.

Build the Flow of Free Leads

• Online reviews help build the flow of free leads.

• Over time, this has a huge impact in building steady lead flow and decreasing the average cost per lead.

Lower the Cost of Paid Leads

• Online reviews help lower the cost of paid leads– Increase in click-through rates– Lowering the cost of conversion

• Positive ratings tell your new prospects that others have had success with your product and they can be confident in doing business with you.

Improve Conversion Ratios

• Online reviews help improve conversion ratios for:– Free trials– Lead offers – Closed deals

Build Trust and Credibility

• Reviews help build online trust and credibility.• Reviews reduce prospect purchase reluctance.• Testimonials help reinforce the value of the

product.• Our tests have proven a significant increase in

conversion ratios for inquiries that come from a lead source that includes product ratings.

What About Negative Reviews?

• A quantity of positive reviews helps protect your business from the occasional negative review.

• Buyers read reviews to learn about the strengths and weaknesses of a product and the company. A perfect rating is less credible.

Get Focused

• Focus on sites specifically related to your product or service– Sites specific to the buyer’s profession or expertise– Industry specific sites– Online software directories– Online paid directories, offering Pay-per-Click

(PPC) or Pay-per-Lead (PPL) traffic– Software review sites– Search engine reviews, such as Google Reviews

Finding the Greatest Impact

• With a few minutes of searching, you can likely find numerous candidates.

• The bigger question is often how to best focus your efforts with a just few sites that will have the greatest impact.

Prioritize Sites

• Which sites provide the greatest impact?– What paid listing services are used and which

drive the best leads?– Which unpaid listing services are currently driving

the best leads, or have the potential to drive the best leads?

– Where do our customers go to keep up with the latest information on their profession or industry?

– When we perform online searches with terms that best fit our product, which sites come up first?

Get Great Customer Reviews

• Identify and ASK satisfied clients for a review• Make a review request part of your internal

process• Make it extremely easy• Thank them for their efforts

5 Steps to Great Reviews

1. Customer Support– Ask a satisfied customer for a review• At the end of a customer support engagement call• With a thank you email following the call• Provide the direct link for reviews• Build a repeatable process

5 Steps to Great Reviews

2. Emails to Existing Customers– Add a review request to marketing messages– Option to directly fill out an online review– Option to contact your company for more

information

5 Steps to Great Reviews

3. Survey Existing Customers– Send out satisfaction surveys to existing customers– Follow up with those who provided positive

remarks• Personalized note• Ask to participate in a case study• Ask to fill out an online review

– Consider follow up with dissatisfied customers

5 Steps to Great Reviews

4. Follow Up with New Customers– Within 10 days of service sign-up• Online customer satisfaction survey• Sales representative performing the survey

– For those who are highly satisfied• Request an online review• Provide the direct link

5 Steps to Great Reviews

5. Educate Existing Customers– Provide a webinar• “How to get the most out of your product”• Request an online review after the event

– This tactic provides great product feedback

Recap: Benefits of Customer Reviews

• Better lead flow• Better conversion metrics• Lower cost• Heightened trust & credibility• Reinforced product value

About Fusion Marketing Partners

Myron Berg, Managing Director

We Do This:

Brand building/messagingWebsite optimizationContent creationLead generation

You Get This:Much greater levels of awarenessHigher quantities of qualified leadsAbility to generate faster revenue

Lots more information at:

http://FusionMarketingPartners.com/

http://Greatb2BMarketing.com (blog)

info@fusionmarketingpartners.com719-357-6280