Incorporating Customer Reviews into Your B2B Marketing Strategy

Even with the burst in popularity of account-based marketing, it’s become pretty clear that inbound marketing remains a proven strategy to attract customers. Blog posts, social media content, white papers, and videos are all classic examples of inbound marketing tactics. But what many marketing departments miss is the opportunity to use customer reviews as part of their inbound marketing strategy. When done right, encouraging authentic reviews in your marketing strategy can benefit both the inbound process and your business in general. Don’t believe me? Just listen to what Julie from Marketo has to say about the importance of authentic customer reviews: B2B buyers are definitely getting smarter — they want that unvarnished truth, and that’s what reviews do for us. It’s one thing for us to serve up a reference or a case study, but buyers intuitively know that those [...]