A fresh look at the tech review space

The importance of peer review on G2, SoftwareReviews, and TrustRadius.

It is clear that the B2B buyer’s journey is completed approximately three-quarters before contact between the buyer and the seller takes place. This applies to both Martech and any other well-planned and expensive commercial purchase. What are the similarities in this independent trip? Natural research and contact with colleagues – and one point where the two meet is a software review site.

Those who work with martech already know CabinetM, a site dedicated exclusively to marketing tools: but there are other software analysis sites with a much more general perspective, but they still have a lot of information on martech. We wanted to know what some of these sites offer, how to get it and how to resolve disputes.

G2: a million reviews

“We hit the milestone last year and it’s a very exciting milestone to achieve in terms of B2B user ratings,” said Goni’s Yoni Solomon (formerly G2 Crowd). “I’ve been on the B2C side for a few years now, where it’s much more common.” Solomon is the director of product marketing for the platform, including marketing, eCommerce, and CRM automation in the searchable categories.

Software revisions: depth versus volume

SoftwareReviews has its origins in the research and analysis room, as it was originally a division of the Info-Tech research group. Alan Neal, Director of Growth, explains: “Info-Tech has been around for 23 years. Software selection is one of the most important aspects in which Info-Tech has helped its members. SoftwareReviews was born out of Info-Tech’s goal to change the way it helps members choose software.

Info-Tech followed the traditional research path, held information meetings with suppliers, and developed its own quadrant based on its own analysis. “People wanted to take a step back from the analyst’s point of view and have more confidence in what their peers were saying,” Neal said. “Five years ago, we switched to a peer review platform that has recently become our company.”

The source affects the output. “Our analyzes are almost a diagnosis of the software experience because they are very thorough. We cover about 130 data points in each analysis,” said Neal. “Our reports and analyzes are only part of the software selection process. How we use relationships and collaborate with end-users to make decisions is another part and is rooted in our research and consulting.”

The platform also doesn’t want to be an encyclopedia. ‘We have suppliers who want to be on the platform and we share the opinion of some of their customers. We also have associations with which we collaborate with users of search technology. But our goal is not to identify all the existing categories; Info-Tech analysts help us understand what technology users are asking for, which categories are truly critical and this allows us to guide our data collection.

TrustRadius: the current environment

The pressure on the software purchase budget is not bad for analytics platforms. Russ Somers, Marketing Manager at TrustRadius, said, “Nobody values   a pandemic, but somehow it was good for our business. We generally had a very corporate audience and our customers kept working. Our business has moved on.”

The reason was clear. It is definitely a tough business environment, but people need to be more careful in their spending decisions. That is why we become more valuable to buyers and therefore more valuable to suppliers ”.

In a number of key areas – those making money on the platform – people who settle (and retire) and provide services to providers – G2, SoftwareReviews, and TrustRadius share some common but also interesting differences.

The life of the commentary

The fact that there are over a million evaluations in the G2 is clearly very old and possibly outdated. “We print reviews by topic,” he said, “because it’s clearly important. If a provider has more than ten reviews, they do so on our network, but if the reviews are old, you’ll need to change your profile to see the suffering.

Last year, G2 acquired Advocate, a solution that automates the request for reviews. What a company does is an NPS tool that uses or syncs Salesforce and collects email feedback. We hope to get more feedback on the G2 as customers need fewer campaigns to run.

At TrustRadius, with some 250,000 reviews, there is not even a deadline. “A review is like a magazine,” explains Somers. “Probably 20% of our judges will come back to update a review. Because we know we are very busy with our community, we keep them alive, we don’t have a deadline, we judge others.” Tens of thousands of volumes and emphasizes its integrity, but previous analyzes are “cautious,” said Neal.

Everything about the gift card?

It’s no secret that some of the comments appearing on these platforms are encouraging, but they are not universal and not necessarily negative. “There are three basic ways the G2 can conduct assessments,” said Solomon. The platform collects on behalf of the provider and carries out review campaigns.

Sellers can choose to encourage reviews with something like a gift card. “I think we’re seeing this drop across all industries. Salespeople are becoming more sophisticated about who and when to target, and as a result, we’re seeing a massive increase in the number of reviews that aren’t encouraged.”

“We offer five to ten, sometimes $ 20,” said Neal, “and the reason is the depth of data we need. It takes ten to fifteen minutes to complete. But every inspection is carefully examined. Quality.” Some data. “

Summers believes that incentives reduce prejudice. “I think 25% of our evaluations are organically generated by people from the community. Some of them are contacting us with people who have already shown experience and we are about to offer a gift card or similar. We also do this on behalf of the supplier, on the understanding that we will certainly touch the entire customer base, not just satisfied customers.

While a large number of TrustRadius reviews are encouraged, Somers considers it less important than B2C. “We think it’s less biased because reviews that aren’t encouraged, especially business software, are usually written when they’re angry or ecstatic. Using incentives gives us more leeway.”

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