Can a B2B tech company really treat a software review site as a customer acquisition channel? Do companies really view software review sites before making a purchase? Of course, absolutely — and why aren’t you visible on there yet?
By Erik Garcia
Marketing Specialist, Screenfire Media
You’re head of marketing for a B2B technology company in the email service provider space (ESP). Your search campaigns have preferable customer acquisition cost (CAC), and new site pages are being indexed ahead of schedule. Still, you still don’t love how much time and resources you have to put into identifying your next customer acquisition channel.
Make sure you don’t forget about software review sites!
What is the first thing you do when considering buying a car? You search online for reviews. Trying to book that Hawaii vacation? You look online at hotel reviews. It’s no different with software purchases, especially for companies who have to purchase licenses for 100, 500, 1,000+ employees.
Your next customer is reading your G2 reviews right now. Are you treating them like a lead?
Most B2B tech founders ignore review sites until something goes wrong. That is a mistake.
Here is how to turn public software reviews into a customer acquisition engine:
1. Claim your presence
Start by claiming your profiles on G2, Capterra, and any niche review site. Don’t leave them incomplete. Fill out every field. Add your best product screenshots. Make it look like you’ve given the site the attention it deserves.
2. Reply to every review
Yes, even the bad ones. Prospects are watching how you handle criticism. A thoughtful reply can turn a negative into a trust signal. Great customer service is valued in any industry.
3. Create outreach to current customers
Ask your happiest customers to leave detailed reviews, not just 5 stars. The more specific, the better. Prospects want to see themselves in those stories.
4. Highlight your best reviews on your website
Include them in sales decks also. If your software has a 4.7 out of 5 on Capterra, let site visitors know about it. Social proof only works if you bring it into the limelight.
5. Treat reviewers like influencers
Thank them publicly. Offer them a free service or add-on as a form of appreciation. Build relationships. Any company wants customers to be their best salespeople.
Most B2B buyers trust peer reviews more than your marketing. Use that to your advantage. If you already have great reviews on these sites, start making others know about it. If you don’t, begin asking current customers to kickstart this channel for you.
Reach out to Screenfire if you want to see how software review sites can be a strong acquisition channel for your tech company. Contact us at the form to the right or at info@screenfiremedia.com.
