93 percent of customers read an online review before deciding on a business

shows a recent study. Reviews are just as important in the B2B environment as in the B2C sector, if not more so. B2B companies conduct transactions with higher price margins and longer sales cycles. Authentic customer testimonials are therefore crucial for building trust and influencing the decisions of business partners.

  1. 1. The importance of B2B reviews
  2. 1.1 Building trust through customer reviews
  3. 1.2 Higher transaction values and longer sales cycles
  4. 2. How to get more B2B reviews
  5. 2.1 Use of B2B review portals
  6. 2.2 Planning a review marketing campaign
  7. 2.3 Email marketing to request reviews
  8. 3. Dealing with negative criticism
  9. 3.1 Opportunities for improvement
  10. 3.2 Increasing credibility
  11. 4. Actively solicit feedback
  12. 5. Conclusion

The importance of B2B reviews

Building trust through customer reviews

Customer reviews are an indispensable part of marketing. They are not only important in the retail sector, but also in the B2B sector. Business customers look for reviews to make informed decisions and minimize the risk of making the wrong choice. Reviews play a key role in strengthening the authenticity of a company and building trust.

Higher transaction values and longer sales cycles

B2B transactions usually have higher price ranges and longer sales cycles. It is therefore crucial that potential customers have confidence in the company and its services. Reviews play a central role in gaining and consolidating this trust.

How to get more B2B reviews

Use of B2B review portals

There are specialized B2B review websites for many industries. These platforms often offer free memberships and are the ideal place to engage in referral marketing. For digitalization sectors, for example, Feedbax can be a suitable platform to collect reviews and reach potential customers.

Planning a review marketing campaign

A targeted approach is key to effectively collecting reviews. Develop a marketing strategy that uses different channels to promote customer reviews:

  • Digital signage: use displays at your business location to invite customers to leave a review.

  • Social Media: Publish regular posts with graphics and text that encourage customers to leave reviews.

  • Website banners: Add banners to your website that link directly to review platforms.

Email marketing to request reviews

Use email marketing to ask customers for a review after completing a transaction. A thank you email after making a purchase or providing a service is an effective way to get fresh feedback. Remind your customers to share their experience while it's still fresh.

Dealing with negative criticism

Opportunities for improvement

Negative reviews provide valuable insight into areas that can be improved. Companies should respond to every negative review and show that they take the feedback seriously and take action to improve. This shows potential customers that the company is customer-focused and continuously working to improve its services.

Increasing credibility

A few negative reviews with constructive responses can increase your company's credibility. When customers see that you actively respond to criticism and solve problems, this is perceived positively and strengthens trust in your company.

Actively solicit feedback

Sometimes the easiest way to get a review is to simply ask for it. Train your employees to encourage customers to give feedback. Especially with customers who are satisfied with your service, direct requests can lead to quick results.

Conclusion

B2B reviews are an essential component of your online reputation. By actively promoting customer reviews and practicing integrated review marketing, you can strengthen your brand perception and gain the trust of potential business partners. Use review portals, social media and email marketing to collect a variety of authentic reviews. This will not only improve your reputation, but also open up new business opportunities.