User Reviews: Your Best Kept Content Marketing Secret

Понравилась презентация – покажи это...

Слайд 0

User Reviews: Your Best Kept Content Marketing Secret! Emilie Hamel Customer Success Specialist, Uberflip @emilieHamel #uberwebinar @uberflip Vinay Bhagat Founder & CEO, TrustRadius @vinaybhagat

Слайд 1

WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J) #uberwebinar @uberflip

Слайд 2

WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J) Join in on #uberwebinar @uberflip

Слайд 3

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 #uberwebinar @uberflip

Слайд 4

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. #uberwebinar @uberflip

Слайд 5

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 #uberwebinar @uberflip

Слайд 6

Buyers Doing More Homework #uberwebinar @uberflip

Слайд 7

Seek Peer Input At All Stages #uberwebinar @uberflip

Слайд 8

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) #uberwebinar @uberflip

Слайд 9

All Content Is Not Created Equal Source: Walker Sands State of Marketing Technology 2016 ! #uberwebinar @uberflip

Слайд 10

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 #uberwebinar @uberflip

Слайд 11

Unacceptable! #uberwebinar @uberflip

Слайд 12

Helpful! #uberwebinar @uberflip

Слайд 13

Be Discovered #uberwebinar @uberflip

Слайд 14

Compete Effectively #uberwebinar @uberflip

Слайд 15

Increase On-Site Conversion “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” #uberwebinar @uberflip ! Erik Bratt, VP Content Tealium

Слайд 16

Boost Demand Gen Email Campaigns #uberwebinar @uberflip

Слайд 17

Increase PPC and Retargeting Yield #uberwebinar @uberflip

Слайд 18

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” #uberwebinar @uberflip

Слайд 19

Enable Sales “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.”  ! Jason Wesbecher, CMO Mattersight #uberwebinar @uberflip

Слайд 20

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? #uberwebinar @uberflip

Слайд 21

5 Success Steps #uberwebinar @uberflip

Слайд 22

Review Acquisition #uberwebinar @uberflip

Слайд 23

Maximizing Review Content Value “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.” #uberwebinar @uberflip ! Mike K., CTO

Слайд 24

Review Refresh / Augmentation #uberwebinar @uberflip

Слайд 25

Responding to Critique #uberwebinar @uberflip

Слайд 26

Tealium Success Story #uberwebinar @uberflip

Слайд 27

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” #uberwebinar @uberflip

Слайд 28

#uberwebinar @uberflip

Слайд 29

RESOURCES Success Guide to Increasing Sales with User Reviews www.trustradius.com/static/increase-sales-by-leveraging-user-reviews! #uberwebinar @uberflip

Слайд 30

QUESTION TIME! Emilie Hamel Customer Success Specialist, Uberflip @emilieHamel Vinay Bhagat Founder & CEO, TrustRadius @vinaybhagat hub.uberflip.com #uberwebinar @uberflip

Слайд 31

F do t o B o e d ce sdter i u h w o kr erae h i n c s p re db 7 % wt c ne t o t e la y 1 i o tn. h R A C S SU E D A E T DY

Слайд 32