In this October 10th, 2013 webinar, Capterra Marketing Advisor, Jennifer Bischoff, covers how online reviews can boost lead generation efforts for B2B software companies. With a focus on gathering software reviews on Capterra.com, the presentation covers: 1. How the top reviewed vendors have collected so many 2. Best practices in responding to reviews 3. How reviews impact lead generation

1. Capterra Reviews
in
B2B Software
Lead Generation

2. Reviews are a norm in the purchasing
process from retail to restaurants with sites
like Amazon, Yelp and Angie’s List.
The B2B software buying process is no
different.

3. In our 2013 B2B Software
Buying Trends Report,
we asked…
WHERE DO BUSINESSES GO
TO RESEARCH SOFTWARE?

4. Buyers Turn to Peer Recommendations
Of all the steps in the software buying
process, respondents said the most difficult
part was figuring out which software would
meet all of their requirements.
71% of software buyers turned to their
colleagues and peers for recommendations.
http://www.capterra.com/software-buying-trends-2013

5. Online Reviews
72% of consumers trust online reviews just as
much as personal recommendations—
provided they look authentic, of course.
The results of the Local Consumer Review Survey (2012) posted in Search Engine Land
http://searchengineland.com/study-72-of-consumers-trust-online-reviews-as-much-as-personalrecommendations-114152

6. Software product listings with
6-20 reviews have over 2%
conversion rate increase
opportunity than those with no
reviews

7. Impact of Capterra Reviews on
Lead Generation
5.64%
Average Rate
4.57%
3.89%
3.04%
2.54%
2.38%
1.76%
1.39%
0 Reviews
1.38%
1 Review 2-5 Reviews
Conversion Rate
1.73%
6-20
Reviews
# of Reviews Displaying
CTR
Over 20
Reviews

8. Software Reviews on Capterra
Total number of
reviews and star ratings
appear next to listings.
Buyers can easily
research user feedback
as they undergo their
software search.

9. Software Reviews on Capterra
Since user
feedback is some
of the most sought
after content on
Capterra, buyers
can now select to
see products
filtered by reviews.

10. Top Software Reviews
Software buyers
get both featured
listings and basic
product listings
ranked by user
reviews on the
top reviewed
software pages.

11. Top Software Reviews
The more great
reviews, the
higher a software
product will
appear on this
list!

12. See a Product You Already Use?
Submit a Review!

13. User Review Submission
Reviewer Steps
1. Fill out review form
& submit
2. Check email for
confirmation email
3. Read over and click
confirm link
4. Review goes live 3
days after confirmation

14. Why Reviews Are Helpful
Reviews help convey target market info.
Buyers search for feedback from peer organizations to
see if the solution may be a good fit for their specific
needs.

15. Why Reviews Are Helpful
A few negative comments make reviews look more
legitimate.
The volume of
positive reviews
dwarfs the
number of 1 star
reviews in this
example.
A few negative comments will be taken into consideration
against the positive reviews. In some
circumstances, negative comments may not even apply to
the buyer, for example, if it is related to a system
integration that is not common for all buyers.
www.amazon.com

16. Why Reviews Are Helpful
Reviews can be a great learning experience to
prepare for future next steps.
For a buyer, this could mean gaining important feedback on the
implementation process or other areas that will actually make them
a more educated customer when they do decide to purchase.
For a software company, reviews can provide great tips on what to
launch or update next on the product to keep customers happy.

17. Negative Reviews
Negative reviews happen, but
don’t despair.
Start a public comment next to
the review to demonstrate your
great customer service and then
reach out to the reviewer.
Overtime, as issues are
resolved, a reviewer may choose
to edit his or her original review.

18. Negative Reviews
By actively gathering reviews and seeking honest
feedback, you can better monitor your brand
and, hopefully, resolve negative customer issues before
they go viral to other social media channels.

19. Reasons for Review Removal
-
Not a legitimate user / bogus
-
Willful misrepresentation
-
Profane / unprofessional in character
-
Reviewer requests the removal

20. How Software Companies Can
Start Actively Collecting Reviews
1.
2.
3.
4.
Login to your Capterra Vendor Portal
Click on the Product Reviews Tab
Click on the ‘request a review’ link to populate an email with the
link already provided to your reviews page
Craft your email to your customers asking for their honest
feedback

21. Monitor Your Software Product Reviews
- See review status (‘Pending’ means the reviewer has not clicked the
confirmation link in email, ‘Confirmed’ means the review will go live in 3
days, and ‘Displaying’ means it is publicly displaying on the directory).
- Click on the ‘not viewed’ linked to read the full review

22. Software Vendor Options for Reviews
Add vendor response – thank your customer or add further context to a
mentioned issue.
Request contact with user – have Capterra reach out in case of errors in
submission process.
Request removal of review – Capterra will promptly make necessary steps to
maintain high standards and credibility in the reviews program.

23. Ways to Gather Reviews
-
Create an Area on Your Website
-
Send an Email Marketing Campaign
-
Ask in Your Newsletter
-
Create a Blog Post
-
Include Links in Your Email Signature

24. Ways to Gather Reviews
-
Incentivize Support Staff
-
Have a Computer Station
at User Conferences
-
Have an Offer to Win
Something/Give a Hug
-
Ask Users During High
Engagement Points
-
Build in Product Interface

25. Ways to Gather Reviews
Send Tweets!

26. Leveraging Great Review Content
Display cumulative review ratings that pull
from a third party source with the
Capterra Reviews Badge

27. Leveraging Great Review Content
- Create blog articles from data
- Stream review content on website
- Make an infographic / visual representation
- Have a comparison matrix

28. Leveraging Great Review Content
Start tweeting your great reviews!

29. Reviews now impact the
Top 20 Infographics
# of Capterra Reviews are part of the
Social Score Component

30. Questions/Feedback
info@capterra.com

31. Looking for helpful software user feedback?
Find Software Reviews