Amplifying Voice Of Customer – B2b Reviews Strategy

At a glance

Developed a B2B reviews strategy in Pure Storage to amplify Customer Voice garnering 750+ reviews. Feedback loop led to product and service improvements.

Key metrics

15%

Leads Increase

$5M

Customer Marketing Revenue Influence

30

Socialization in Global DM and regional calls promoting usage

MY RELEVANT THOUGHT LEADERSHIP ARTICLE

Leverage Value from B2B Reviews: Amplify Customer Voice

(sandeepsastry.com/7-tenets-bridging-the-content-gap-between-sales-and-marketing/)

Pure wanted to amplify their Voice of Customer. Sales teams depended on case studies which were difficult to come by as it is time consuming, expensive and many customers did not want to share the stories. B2B reviews like consumer reviews were gaining popularity as actual users write authentic and trustworthy reviews about the product. Pure wanted genuine feedback from its product users.

  • Researched and assessed the Company’s B2B Reviews as well as its competitors in peer review sites.
  • Developed a multi prong strategy to select the B2B vendors such as Gartner Peer Insights, TrustRadius, Peerspot, G2 and other relevant vendors based on industry.
  • Collaborated with Sales Operations/ Marketing Operations teams to develop target customers contact lists to get reviews or target industry events.
  • Applied Design Thinking techniques and behavioral psychological questions to get substantial and relevant content to enhance the quality of product reviews.
  • Created a communication plan to leverage using reviews in the customer lifecycle journey within the company collaborating with Sales Enablement, Product Management, Demand Generation, Public Relations and Global Communications.
1
Benefits One
Achieved #1 Gartner Peer Insights Distinction, #1 PeerSpot, #1 TrustRadius.
2
Benefits Two
Increasing demand generation leads by 15% and in $5M in customer reference revenue influence.
3
Benefits Three
Created Sales Enablement & Comms Plan to ensure reviews were used effectively earlier in customer sales life cycle. Socialized promoting B2B reviews usage in 30 global sales DM and regional calls.