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User Reviews: Your Best Kept Content Marketing Secret

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Your most trustworthy content isn’t an infographic, or a case study, or even a white paper. In fact, your organization isn’t producing it at all.

It’s your User Reviews—the good word of your existing customer base. If you could amplify the voice of your happiest customers, you can significantly shorten the buyer journey from marketing to sales and essentially get your customers to sell your product for you.

In this presentation, Vinay Bhagat, CEO at TrustRadius, discusses how to leverage the power of user reviews in your content marketing mix.

Published in: Marketing
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User Reviews: Your Best Kept Content Marketing Secret

  1. 1. @uberflip#uberwebinar Emilie Hamel Customer Success Specialist, Uberflip @emilieHamel User Reviews: Your Best Kept Content Marketing Secret! Vinay Bhagat Founder & CEO, TrustRadius @vinaybhagat
  2. 2. @uberflip#uberwebinar WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)
  3. 3. @uberflip#uberwebinar Join in on WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)
  4. 4. @uberflip#uberwebinar Who’s Vinay? Serial entrepreneur §  Founded Convio, SaaS for nonprofits §  IPO, then acquired for $325 million in 2012 §  Now, Founder & CEO, TrustRadius Outside work §  Father of two young kids §  Loves travel, wine, squash
  5. 5. @uberflip#uberwebinar About TrustRadius TrustRadius is the leading research platform for business software based on authentic, in-depth reviews. We help buyers to make better, confident software selections and vendors to scale and harness user reviews to increase sales.
  6. 6. @uberflip#uberwebinar Agenda Why invest in user reviews? - Role of user reviews in the buyer’s journey How to leverage reviews to accelerate sales - On-site conversion - Demand generation and sales enablement Scaling and sustaining a strong review presence - Best practices for building a best in-class program
  7. 7. @uberflip#uberwebinar Buyers Doing More Homework
  8. 8. @uberflip#uberwebinar Seek Peer Input At All Stages
  9. 9. @uberflip#uberwebinar Search is Key 78% start with search and of those 60% search for peer reviews Source: Google/Compete Tech B2B Customer Study, 2012. (Sample of N=1028 Tech B2B customers who use search to research Tech Tech products)
  10. 10. @uberflip#uberwebinar All Content Is Not Created Equal Source: Walker Sands State of Marketing Technology 2016 !
  11. 11. @uberflip#uberwebinar The Authenticity Imperative Authenticity beats product utility and innovation Communicating honestly about products and services (91%) is more important to consumers than product utility (61%) Authenticity has a positive impact on bottom line 63% of consumers would buy from a company they consider to be authentic, over and above competitors
  12. 12. @uberflip#uberwebinar Unacceptable!
  13. 13. @uberflip#uberwebinar Helpful!
  14. 14. @uberflip#uberwebinar Be Discovered
  15. 15. @uberflip#uberwebinar Compete Effectively
  16. 16. @uberflip#uberwebinar Increase On-Site Conversion Erik Bratt, VP Content Tealium! “Since putting up this widget two months ago, the time spent on this page has increased by 25% compared to the previous two months We’ve been tracking the number of people who read the reviews on the widget and then submit a lead and our pipeline has increased as well. The review widget adds a lot of credibility to our product”
  17. 17. @uberflip#uberwebinar Boost Demand Gen Email Campaigns
  18. 18. @uberflip#uberwebinar Increase PPC and Retargeting Yield
  19. 19. @uberflip#uberwebinar Accelerate Sales & Win More Deals “Having a large number of reviews on TrustRadius makes my life as a sales rep so much easier. The reviews hold more clout than those from software critics since they come from actual customers. They give prospects a sense of security that they aren’t kissing a frog”
  20. 20. @uberflip#uberwebinar Enable Sales Jason Wesbecher, CMO Mattersight ! “When prospective customers ask for references, we can accelerate that very critical part of the cycle. We don’t have to cajole someone to get on the phone. We can send them to a website with 33 living, breathing, authentic reviews which are probably more beneficial than a single call.”
  21. 21. @uberflip#uberwebinar Building A Best-In-Class Review Program - What’s your overall social proof strategy? - How does this align with your content strategy? - How do you plan to use the reviews? - How will you measure success? - In-house vs outsource? - Can you handle the truth?
  22. 22. @uberflip#uberwebinar 5 Success Steps
  23. 23. @uberflip#uberwebinar Review Acquisition
  24. 24. @uberflip#uberwebinar Maximizing Review Content Value Mike K., CTO! “AlienVault USM makes our lives as managed security providers a lot easier. It has the tools built into it that automate a huge amount of the analysis that needs to be done to ensure there is nothing malicious going on in our clients networks.  When we monitor and review theses networks, we know that we can check the alarms generated on the USM platform, and investigate those as a priority, and can rely on the fact that the platform has weeded out only the events that need to be investigated further.”
  25. 25. @uberflip#uberwebinar Review Refresh / Augmentation
  26. 26. @uberflip#uberwebinar Responding to Critique
  27. 27. @uberflip#uberwebinar Tealium Success Story
  28. 28. @uberflip#uberwebinar Results 71 strong reviews and ratings from: - Cisco, Dow Jones, Trend Micro and many more Average rating of 4.6 stars out of 5 - High participation Sales enablement gold - “Solid gold. We should capitalize on these now”
  29. 29. @uberflip#uberwebinar
  30. 30. @uberflip#uberwebinar RESOURCES Success Guide to Increasing Sales with User Reviews www.trustradius.com/static/increase-sales-by-leveraging-user-reviews!
  31. 31. @uberflip#uberwebinar QUESTION TIME! Vinay Bhagat Founder & CEO, TrustRadius @vinaybhagat hub.uberflip.com Emilie Hamel Customer Success Specialist, Uberflip @emilieHamel
  32. 32. FindouthowBookerdecreasedtheir costperleadby71% withcontent. READCASESTUDY

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