So you partnered with a review platform to drive more reviews. Now what? 

Honestly, most marketers stop there. They check the box for “having a presence on review sites” and move on. But they don’t realize there’s a lot more value to gain. 

Reviews are often siloed away from the rest of the B2B marketing mix. But with the right strategy in place, you can use a decisioning or review platform for storytelling and sales enablement, and even for gaining leads. 

When you start using reviews as an entirely new marketing channel, you’ll get a much higher ROI from your partnership.

Here’s how to get the most of it.

Step 1: Customize your profile

Start by optimizing how you look to buyers.

TrustRadius’ buyer intelligence platform, and every review site, has a profile page for your company and your product(s). Make sure that once you claim your profile, you update all of your company and product information so buyers know who you are and how you help them. 

Some sites also allow you to add pricing info, and according to the 2024 B2B Buying Disconnect Report, 58% of B2B tech buyers wish all vendors had transparent pricing—meaning, that’s a big feature to look for. Also according to the report, 66% of all buyers (58% of enterprise) said their primary reason for selecting the purchased product was because it met their needs for the best price. So, if one of your prospects sees pricing info from you and “no pricing available” from your competitors, that leaves a strong impression of transparency and helps build buyer trust. 

If you want more help with your profile, check out how to get quality B2B reviews.

Step 2: Tailor your reviews

At the end of the day, customizing your profile is table stakes. It’s the bare minimum. 

But did you know that you can also customize your review questionnaires? At least on TrustRadius you can. 

TrustRadius partners with vendors to design custom review questionnaires that help tell your story. These custom questions allow you to highlight the use cases and features you want to be known for. That way, you end up with high-quality reviews that support your overall company and product narratives. 

Let’s say you just launched an industry-leading integration and you want new reviews that speak to its value. By working with TrustRadius specialists, you can add an integration question to the review flow. That way, every new review speaks directly to that feature. 

Custom review questions are a serious level up and a quick way for you to get more value from your review site partners.

Step 3: Increase your review volume

Buyer intelligence platforms and review sites make it easy to collect reviews for your products, but they require a little effort to make the partnership work smoothly. 

If this is your first time driving reviews, emailing a review invitation to all active customers is a great way to get started. You can do this on a one-off basis or on a regular schedule. Either way, this gives you a broad overview of customers at all stages.

Beyond that, here are some creative ways vendors on TrustRadius are driving reviews: 

• “Established customer” invitations. When new customers cross the six-month mark after onboarding, schedule a review invitation email. 
• Renewal invitations. Schedule a review invitation to go out three months before a customer’s renewal date. 
• Customer newsletters. Include a “write a review” banner in your monthly newsletters—be sure to clearly advertise incentives to follow FTC guidelines.   
• Email signatures. Customer-facing roles can include a simple “leave us a review” link in their signature.
• Digital and live events. Make a clear ask for reviews during customer events—both digital and in-person. 

To make this process even easier, check out the handy Review Growth Kit. It’s full of tips and tricks to help drive high-quality content.

Step 4: Activate the voice of your customer

Once you’ve got some reviews, don’t just leave them sitting on the platform. Their real value comes from syndication. 

The quickest way to get value from customer voice is to syndicate review content directly on your website. 

For example, you can use the TrustRadius TrustQuotes for Web (TQW) widget to tag review content on your product profile page and then syndicate quotes on your landing pages, product pages, and anywhere else you want to increase SEO and conversion. 

How does it increase SEO? Well, long-form review content is rich content. Hootsuite actually increased organic traffic on their pricing and packaging web pages by generating high-quality reviews on TrustRadius and then embedding keyword-heavy customer quotes from reviews on those pages. For keyphrase “Hootsuite cost,” URL clicks increased 70%, impressions increased 36%, and URL CTR increased 24% in just one month.  

By having high-quality customer voice content, your business can be propelled forward by buyers spending extra time on your website reading in-depth reviews. It helps build buyer trust, transparency, and brand awareness.

Pro tip:

To take syndication to the next level, make sure you tag the most important reviews and keywords you want to be associated with. 

Let’s say your greatest strength is your customer service team. You can tag all reviews that highlight customer service experiences, then configure your TQW widget to display those tagged reviews on your bottom-funnel landing pages. 

Now, every warm lead you collect can see their peers raving about your awesome customer service before they ever talk to your sales team.  

You can also take these same quotes and incorporate them into your ad creative to improve engagement and click-through rates.

Step 5: Intent-Driven Leads

Finally, it’s time to talk about the real game changer: A solid intent-driven leads program. 

TrustRadius gathers downstream intent data from buyers who explore the site researching your product—and your competitors’. When that data is combined with the TrustRadius Intent-Driven Leads program, you get high-quality, opted-in leads. 

For example, the Intent-Driven Leads program has helped leading brands like Cisco and Lucidworks: 

• Get 4,000 ICP-matched leads in less than two weeks
• Discover they were missing out on a target audience, expand their efforts, and grow their customer base
• Surpass their goal of delivered leads by 130% in about two months

Make your review strategy shine

With over one million tech buyers visiting TrustRadius each month to find unbiased reviews, pricing information, and side-by-side product comparisons, the opportunity to connect with them as a seller has never been easier.

Customizing your profile on TrustRadius, tailoring and increasing your reviews, and activating the voice of your customer are great places to start in turning your review platform into your best-performing marketing channel. Add in our Intent Driven Leads program and you have an impressive and powerful combo for driving ROI.

Learn more about the Intent Driven Leads program.