2024年通過TrustRadius增加收入的TL;DR手冊（英文版）-TrustRadius

ATL;DRPlaybook

forDrivingRevenuewithTrustRadius

Realadviceandtacticaltipsforgrowth-mindedsalesandmarketingteams

TrustRadius2

It’stimetorethinkyourGTM.

Tips,advice,andsolutionsforreachingin-marketbuyersefficientlyandeffectivelyin2024-2025.

Buyingbehaviorchangesfasterthanmarketersareabletokeepup.Aswediscoveredinour

2024B2BBuyingDisconnectReport:TheYearoftheBrandCrisis

,whatmarketersthinkis

workingoftenmissesthemark.It’saratrace,andwhilewecan’tsolveeveryproblem,wecanlaythemoutforyou,sharewhatweknow(backedbydata),andgiveyouprovensolutionsthatyoumaynothavetriedbefore.Ifyou’relookingfornewtacticstoaddressanyofthebelowobstacles,keepreading!

GetinsightsintothefollowingareasplaguingB2Btechmarketersin2024-2025:

?

Breakingthroughineffectivemessaginginanoversaturatedmarket

?

Facingbudgetcutswhilemaintainingpipelineimpact

?

Strugglingwithinconsistentandunreliableintentdata

?

Dealingwithcommonmistakesincontentsyndicationforleadgeneration

?

NavigatingthecomplexlandscapeofB2Bpeerreviewwebsites

(TrustRadius,G2,Gartner,etc.)

?

Tyingcustomer-centricstrategiestorevenuegrowth

AllysonHavener

SeniorVicePresident,

Marketing&CommunityTrustRadius

TrustRadius3

Breakingthroughineffectivemessaginginanoversaturatedmarketplace

Changingbuyerpreferencesandevolvingtecharedisruptingtried-and-trueGTMstrategies

Itdoesn’tmatterifyou’reabigplayerintoday’stechnologymarketoranemergingbrand,reachingtoday’stechnologybuyeristough.WhileGTMteamshavespentthelastseveralyearsscramblingtokeepupwithchangesandrisk-aversebuyerpreferences,theproliferationofAIpresentsitsownchallenges.EveryoneisfeelingtheimpactonSEO,discoverability,andbrandtrustrightnow,andwhileitmayseemlikeanuphillbattle,thegoodnewsis–we’vemadeiteasyforyoutoaddress

theseshiftsandgivebuyersexactlywhatthey’relookingfor.

Theproblem:Today’stechnologybuyerdoesn’ttrustyou

Buyersdon’tputalotofweightintomarketingclaims.Theywantreal-lifeproofthataproductwillfittheirusecaseandsolvetheirproblem.Theywanttotest-driveaproductbeforetheypurchaseandwanttohearthatitwillsolvetheirproblemdirectlyfrompeoplelikethem.

TrustRadius4

Techsellers’macrobusinessproblemstypicallyboildowntothreecategories:brandawareness,brandpreference,andrevenuegrowth.Thebiggestobstaclesellersarefacingtodayisbuildingbuyerconfidenceandhelpingthemtaketheleapoffaiththatyoursolutionisgoingtodowhatitpromisestodo.

Thesolution:BuildingbuyerconfidencestartswithtransparencyBuyerswanttotrybeforetheybuy,andproductdemosarekeytoestablishingtrust

Asthe

#1resource

technologybuyersinvestigateontheirjourney,productdemosaregoodtohaveonyourwebsite.Butnotalltechnologysellershaveaproductthatcomesreadyforanunguided

demooutofthebox,ormaybeyourdemopagejustisn’tahighperformer.Whateverthereason,ifyou’relookingtocreatebettervisibility,makesuretoleveragean

interactivedemoonTrustRadius

.Thesesimple,interactive,andeasy-to-createdemoscanbetailoredtospecificpersonasand/or

usecasesyouneedtohighlight.Thistacticallowsyoutotailoratest-drivetotherightdestinationforyourbuyer’spersona,usecase,etc.Italsohelpsincreasetraffictoyourproductlistingon

TrustRadius—adoublewin.

TrustRadius5

Seeitlive

470%330%

BuyersinteractingwithademoonTRhavea470%increaseinsessionduration

15%

BuyersengagingwithademoonTRhavea330%increaseinpagespersession

15-25%

Ourpartnersreporta15%increaseinMQLsafterusinganinteractivedemo

Ourpartnersreporta15-25%increaseinmeetingsbookedafterusinganinteractivedemo

Averagecustomerresultsafterutilizinganinteractivedemo:

TrustRadius6

Influencingthebuyer’sjourneywithlong-formreviews

Rightbehind“yourownpriorexperience,”it’snosurprisethatbuyerswantcustomerproofintheformofuserreviews,videos,casestudies,quotes,etc.,togivethemconfidenceintheirpurchase.ThegreatthingaboutTrustRadiusisthatyoucandrivereviewsforfree,startingrightnow.Allyouhavetodois

claimyourprofile

andstartreachingouttoyourcustomers.

TrustRadius7

TrustRadiusreviewsare4xlongerthancompetitors

ReadReview

4x

TrustRadiusreviewsare4xlongerthancompetitors

100%

TrustRadiusreviewsare100%

authenticatedwith49%beingrejected

asuntrustworthyorspam

TrustRadius’questioningmodelgarnersreviewsthatarefourtimeslongerthancompetitors.

ThiswealthofcontentisahugebenefitforGTMteamslookingtoacceleratethebuyer’sjourneywithcustomerproof.

TrustRadiuscustomersunlockadditionalpotentialfor

profileoptimization

,visibilityinSERPs,pipelinegeneration,andrevenuerealizationthannon-vendors.Youcanseethefullbreakdownofwhatyoucandoasacustomervs.non-customer:

TrustRadius8

TrustRadiusSupport

Value

Non-

Customer

Customer

CustomerReviewSourcingLink

Drivelonger,trustedreviewsyourself.Longer-formreviewsmeanthere’smorecontextforbuyers.

ReviewGrowthKitAssets

Weevenhaveaguidetohelpyou.

AwardQualification

Buildbuyertrustwithunbiasedawards.

ReviewGrowthReporting

Gaininsightsintoreviewgrowthperformance

andcategorytrafficshare.

UseReviewsinMarketing

Customershavealicensetothepowerfulcontentthey

generatefromreviews,andcanuseitintheirads,on

theirwebsite,atevents,intheirsalescycle,etc.

CustomizedChannelLinks

Customizereviewsourcinglinksbychannel

(e.g.,newsletter)tobetteroptimizeperformance.

ReferenceTracking

Keeptrackofreferencecandidatesformarketing

andsalesusage.

NotificationstoRespond

Stayaheadof,andrespondto,negativereviewson

yourproductlisting.

CustomQuestions

Askcustomquestionsinreviewflowtoglean

high-valuequotesforyourGTM.

TR-ManagedCampaignAutomation

LeverageTrustRadiuscampaignservicestostreamline

reviewgenerationoutreach.

AdvancedCampaignOutreach

RaaS:Reviewrefreshes,ratingstoreview

campaigns,etc.

TapintoTrustRadius’advancedreviewtacticstoalwaysensurefreshandconsistentreviewcontent.

GiftCardDelivery

TrustRadiushandlesallgiftcarddelivery,taking

thetrackingandburdenoffyourteam.

Multi-channelPerformanceReporting

Gainadeeperunderstandingofchannel

performanceforreviewsourcingstrategiesinour

Metricsdashboards.

TrustQuotesLibrary&Syndication

Organizehigh-valuereviewquotesbyacustomtaglibraryforsalesandmarketingusage.

DownstreamIntentData

Gainintelligenceonwhichaccountsarecheckingoutyouandyourcompetitors

TrustRadius9

NativeLeadForms

Accesstheabilitytoconnectdirectlywithbuyers

fromyourproductlisting.

Intent-DrivenLeads

HaveTrustRadiusdriveleadsforyouusing

yourcategory.

DedicatedStrategyConsultant

(CSM)

AccessaTrustRadiusCSMforstrategyconsultation,

campaignplanning,andmore.

AverageimpactofpartneringwithTrustRadiusforreviewgrowthandvisibility:

16x

TrustRadiuscustomerssee16xthepageviewsvs.non-customers

89%

TrustRadiuscustomersseean89%

increaseintrafficonTrustRadius

aftertheirfifthreview

TrustRadius10

HowTrustRadiuscustomersareusingreviewstostandoutinasaturatedmarket:

seekout>dun&bradstreet

13x#1

SeehowSeekOutusedTrustRadiustoget

13xmorereviewsandover500%increase

inpageviews

READSTORY

LearnhowDun&Bradstreetbecame#1intheirTrustRadiuscategoryinjust90days

READSTORY

APPT·

anIBMCompany

grcove

#1#1

HowApptiousedTrustRadiusEvent

Supporttotripletheirreviewsandascend

to#1intheircategory

READSTORY

HowGroovebolstereditsreviewstrategy

andbecamethe#1viewedproductin

itscategory

READSTORY

Creatingbrandpreferencewithcustomquestions

It’snotaboutgettinganyoldreviewontherecord–it’saboutgettingtherightreviewsfromtherightpersonaswhosaytherightthingstoattracttherightbuyersforyourproduct.DidyouknowthatTrustRadiusofferscustomquestions?Thesequestionscanbetailoredinyourreviewflow

togetyourtargetnarrativeontherecord.ArmyourGTMteamswithlaser-focusedcontentthatpinpointshowyourcompanysolvesaspecificpersona’sproblemorusecase.Checkoutthe

customquestionsexamplebelowwhereRubrikwasabletodepositiontheircompetitorVeeamintheirreviewcontent.

TrustRadius11

ExampleCustomQuestion

300+

HowPaylocityusedcustomquestionstodrive300+newreviewsandboostprofileviews

READSTORY

33%

25%

Reviewsutilizingcustomquestionsaremoretargetedand33%longer

Customquestionsallowyoutotailornew

contenttoyourGTMandrefresholderreviews

TrustRadiuscustomerswholeveragecustomquestionsfindthat25%oftheirreview

contentendsupbeingcustomized

Customquestionshelpyougrowyour

libraryofmarketablequotesforsalesandmarketingusage

Averageimpactofcustomquestionsoncustomerreviews:

TrustRadius12

PLAY

Isyoursalesteamtargetingformeruserswhohaveswitchedorganizations?Here’saplaytohelpthemclosethedeal.Use

interactivedemos

toshowhowyourproductcansolveyourformeruser’sneworganization’susecase.Armthemtobringyourproposaltotheirbudgetholder.Usecustomquestionsinyourreviewoutreachtogetreviewsontherecordthatyoursalesteamcanuseto

showthisuserhowyourproductnowsolvesproblemsfortheirneworganizations’industry,targetpersona,usecase,etc.

WatchcreativewaysTrustRadiuscustomersareusingcustomquestions

.

Checkoutthechromeextensionbelowtostartarmingyoursalesteamwithsocialprooftoday.

Armyoursalesteamwithcustomizedsocialproof

NowthatyouhavetailoredreviewcontentthatmatchesyourGTMstrategy,it’stimetoputitto

work.Salesteamsarealwaysaskingforquickandeasywaystofindquotesthattellyourbrand

narrativeorproveusecases.TheTrustRadiuschromeextensionmakesiteasy.

Downloadingthe

extension

takeslessthanfiveminutesandyourentiresalesteamwillbeabletoquicklyfilterby

industry,persona,usecase,competitor,etc.forthereviewquotetheyneedtobackuptheirdeal.Notonlyisitquickandeasytofiltertoamoneyquote,there’scopy-and-pastecapabilitybuiltintothewidgetthatcapturesthereviewquotewithHTMLformattingforaquickpasteintoanemail,salesdeck,RFPresponse,etc.

TrustRadius13

alteryx

200K

SeehowAlteryxenabled1,600salesreps

withtheChromeextensionandgenerated

200kinnewpipelineintwoweeks

READSTORY

Usecustomizedsocialprooftoincreasewebsitetrafficandvisibilityinsearchengines

ExampleofTrustRadiusTrustQuotesforWebsyndicationwidget

TrustRadius14

ReadytodrivetrafficandrankforkeywordsrelatedtoyourGTM?Ifyourcompetitorsarebeatingyouinsearchengines,reviewcontentsyndicationisapowerfultooltorankhigherinGoogleSERPsandincreasetrafficandonengagement.Byutilizingcustomquestions,youcancapturenetnewreviewcontentthatalignswiththetopicofanypageyouneedtoincreasevisibilityforonsearchengines.TrustRadiuscustomerscommonlysyndicateon:

Homepages

Competitivelandingpages

Conversion-focusedpages

Product/solutionspages

Socialproofpages

Services/portfoliopages

HearhowZohoforEnterprisetargetedreviewsfromtheirenterprisecustomerstomoveup-marketandsyndicatedthosereviewsontheirnewlycreatedZohoforEnterprisewebsite.

ReadStory

TrustRadius15

Facingbudgetcutswhilemaintainingpipelineimpact

Amidstbudgetcuts,reallocationofbrandspendtoleadgenisultimatelyhurtingtechsellers

Inadowneconomywheretechnologylayoffsarehighandeverydollarisheavilyscrutinized,

maintainingahealthypipelineistop-of-mindfortechexecutives.Marketingteamsaretypicallythefirsttoexperienceheadcountreductionandhavetheirbudgetsslashedwithrequeststo

cutorreduceancillaryspendingandreallocatebrandmarketingdollarstoleadgeneration.Ifyou’refeelingthispain,wehavethedatatohelpyoumaintain,andmakeanargumentforhealthybrandspend.

TrustRadius16

Theproblem:Makingabuyer’sshortliststartswithbrandawareness,butbrandbudgetsarebeingslashed

Accordingtothe

2024B2BBuyingDisconnectReport

,71%ofbuyersreportedbuyingaproductthatwastheirfirstchoiceand66%reportedchoosingaproductthatisleadingandestablishedintheirindustry.Thismeansthatbythetimeabuyerisreachingouttosales,likelythroughoneofyourleadgenerationchannels,they’vealreadymadeadecisiononwhethertopurchase.

Thesolution:Spendbudgetsmarterfromthetoptothebottomofyourfunnel

Less-establishedbrandsinparticularneedtoinvestinbrandmarketingasafeederfortheirleadgenerationmarketingpathways.Thispivottowardbrand-ledgrowthwillensurepipelinehealthnotonlythroughtheseeconomicheadwinds,butwillalsosetyourcompanyupforsuccessinthefuture.DatafromourpartnersatLinkedIntellsusthatLinkedInmembersexposedtobothbrandanddemandmessagesareover2.3xmorelikelytoconvert.Andwhenbrandanddemandgen

campaignsarerunintandem,there’sa57%decreaseintimetoacquisition.

Watchourwebinar

onusingTrustRadiusdownstreamintentdataonLinkedIntodrivebrandanddemand.

TrustRadius17

2.3x

LinkedInmembersexposedtoboth

brandandacquisitionmessagesareover

2.3xmorelikelytoconvert

-57%

Reductioninleadsubmissioncycle

timewhenbrandanddemandgen

activityrunintandemforthetech

buyingcommittee

Socialproofshouldbewovenintoeverystepinyourmarketingfunnel.Everyassetyoucreate,everye-book,landingpage,salesdeck,etc.,shouldhavereliableprooftobackupyourclaims.It’stoday’scurrencywhenbuildingbuyerconfidence,andusingbuyerintentdatainthe

backgroundtodrivedemandandgenerateleadsistheROIicingontop.Avaya

decreasedCPC

ontheirLinkedInads

by48%simplybyaddingreviewquotestotheadcreative.

TrustRadius18

Startatthetopofthefunnelandmakesureyou’regettingdiscoveredforbuyerpainpointsin

searchengines.

93%ofbuyers

starttheirresearchonsearchengines.BysyndicatinguserreviewsfromTrustRadiusonyourwebsiteandlandingpages,youcanexpectincreasedvisibilityon

SERPs,morekeywordsranked,increasedonengagement,andincreasedconversionrate.Bytailoringyoursyndicatedreviewstothetopicofthepage,youcancreateextremelytargetedcontentthathelpsyouhityourSEOgoalsandisrelatabletobuyers.

畫-ootsuitefriskified

+70%#1

FindouthowHootsuiteincreased

URLclickstonichepricingkeywords

byover70%

READSTORY

FindouthowRiskifiedstartedranking

#1forcompetitivekeywordsin

theirindustry

READSTORY

AverageresultsTrustRadiuscustomersseeaftersyndicatingreviews:

$5K-50K+

MonthlyCPCsavingsof$5k-$50k

15%

Increaseof15%inconversionrate

20%+

Increaseof20%inorganictraffic

Increasedon

engagementand

scrolldepth

ReinforceyourSEOstrategywithbrandanddemandmessagestobuyerspoweredbyTrustRadiusbuyerintentdata.Targetandconvertin-marketbuyersresearchingyourproductlistingandyourcompetitor’sonTrustRadiuswithour

Intent-DrivenLeads

programandour

integrationswithABM

andadpartners

likeLinkedIn,Salesforce,6sense,Demandbase,ZoomInfo,Intentsify,andmore.Keepreadingaboutsmartintent-drivendemandandleadgenerationspendingbelow.

TrustRadius19

UseTrustRadiusintentdatatooptimizecampaignsandengagein-marketbuyersfaster

knawBe4tis

3x20%

ReadhowKnowBe4usedintentdata

toincrease6senseaccountengagement

by3x

READSTORY

ReadhowTISdroveleadsandexceeded

conversionratebenchmarksby20%with

TrustRadiusintentdataonLinkedIn

READSTORY

TrustRadius20

PLAY

Createafull-funnelmarketingstrategythatwillincreaseyourbrandawarenessand

fillyour

pipeline

with

qualityleads

.Drivereviewssyndicatethevoiceofyourcustomersacrossyourwebsiteandlandingpagesto

increasevisibilityonGoogleSERPs

.Tailoryoursyndicatedreviewcontenttothecontentonthepagetoincreaseconversionrates.AugmentyourbrandstrategieswithleadgenandABMtacticswiththeTrustRadius

Intent-DrivenLeads

programand

ABMintegrations

.

TrustRadius21

Strugglingwithinconsistentandunreliableintentdata

Buyerintentdataisamainstayformodernmarketers,butit’snotassimpleasitpromisestobe

IntentdatahasbecomeamainstayforB2BGTMteamsoverthepastdecade,withnumerous

providersemerginginthemarketpromisinganeasybuttontocaptureprospects.Whileon

papertheseprovidersmayseemsimilarinwhattheyprovide,theirintentsourcesareoftenwildlydifferent.TheproblememergeswhenGTMteamspartnerwithaproviderandthenfindoutafter

thefactthattheiraudienceisn’ttargetedenoughtodeliveronexpectations.So,howcanyouavoidthispitfall?

DifferentTypesofIntentDataPlayDifferentRolesintheBuyerJourney

TrustRadius22

Theproblem:Notallintentdataiscreatedequal

Youmayalreadyknowthatfirst-partyintentisyourowndatafromyourownwebsite,databases,andmarketingcapture.Second-partyintentisaprovider’sproprietaryfirst-partyintentdatathathasbeenpackagedanddeliveredtoamarketeratacost,andisnotblendedwithothersources.Third-partyintentdatablendsmultiplesources,castingabroadnettoengagebuyerinterest.

Usually,third-partyintentdataisbasedoncontextualinterestina“topic”orspecific“keyword”thatabuyermayhavereadaboutonlineorsearcheddirectlyintheirbrowser.Yourfirst-party

intentdatawillalwaysbetherichest–thesearebuyersthatcametoyourwebsitetolearnabout

yourproduct.Second-partyandthird-partyintentdatacanbeverytargetedaswell,butyouneedtoknowtherightquestionstoask.

Thesolution:Understandyourintentdatavendor’saudiencefromA-Z

Ifyou’revettingaprovideroffering

second-partyorthird-partyintentdata

,makesureyou’re

armedwiththerightquestionstoask.Ifthey’reofferingsecond-partyintentdata,gainan

understandingofexactlyhowthoseintentsignalsarecaptured,whotheaudienceis,andwhattheoverallvolumelookslike,andseeifthey’llletyoudoanICP-matchexerciseup-front.Ifa

vendorisn’tbeingtransparentaboutthisinformation,there’sprobablyareasonwhy.OfferinganICPmatchpre-purchasegivesyouatasteoftheintentqualitybeforemakinganinvestment.Afterall,shouldn’tyoubeabletotrybeforeyoubuytoo?Third-partyintentproviderstypicallyprovideintentthat’shigherupinthefunnel(i.e.,someonereadanarticlethatisrelatedtotheproblemyoursolutionsolves).Howisthisproviderhelpingyounurturetheseaccountsdownthefunnel?Whatisyournurtureplan?

ReviewwebsiteslikeTrustRadiusoffersecond-partyintentdataandprovideauniquevantage

pointinthemarket.TechnologybuyerscometoTrustRadiusasatop-threesourceofinformationontheirjourney–they’rehere–readingreviewsanddoingresearchaboutyourproductandyourcompetitor’s.Ifyou’reconsideringreviewsitedataasyourintentsource,alwaysaskaboutthe

vendor’saudiencedemographicsandensuretheymatchyourtargetaudience.

TrustRadius23

TrustRadiusistransparentaboutouraudiencedemographicsandtrafficoverlapwithnamed

competitors.Weskewmoremid-marketandenterprise,andourproductisdesignedtokeepbuyersonourwebsite,enrichingintentdataforyourusage.Moretransactionalreviewsiteswithshort-formreviewsandlessinformationhavelessengagementandlesstargetedintentsignals.Forexample,

G2intentdatamodelsinblogtrafficandsponsoredcontent,notnecessarilypeopleresearchingyouoryourcompetitors.TrustRadiusintentactivitiesarestraightforwardandinclude:

?Buyersresearchingyourproducts

?Buyersresearchingyourcompetitor’sproducts

?Buyerscomparingyouandyourcompetitors

?Buyersresearchingyourcategories

?

Andmore…

Additionally,someintentproviderslikeG2willblockyoufromyourcompetitor’sintentdataif

they’realsoapayingcustomer,andthisisn’thelpfulforanyone.AtTrustRadius,wekeeptheplayingfieldeven.Ourgoalistoconnectbuyerswithtechnologysellerswhoarethebestfitforthem.

ReadStory

TrustRadius24

PLAY

ActivateTrustRadius

buyerintentdata

throughpowerful

integrations

thathelpyoumeetyour

businessgoals.Doyouneedtoexpandyourmarketabledatabaseandincreaseyouraccount

presenceacrossthetopofyourfunnel?Buildandtargetrelevantaudiencesleveragingyour

TrustRadiuscategoryintentdataacrossplatformslike

ZoomInfo,6sense,LinkedIn,Demandbase,

andIntentsify

.Needtoenrichyouractivesalespipelinewithbuyerintelligence?SyncTrustRadiusactivitiestoyourSalesforceaccountrecordsandenableyoursalesteamtobuildtargetedoutreachlistswithourintegrationproviders.Wantleadsimmediatelydeliveredtosales?ActivateourIntent-DrivenLeadsprogramandsyncleadswhoareverifiedbuyersdirectlytoyourCRM.Keepreadingtoseeexactlyhowthe

Intent-DrivenLeads

programworks.

TrustRadius25

Dealingwithcommonmistakesin

contentsyndicationforleadgeneration

Buyerintentdatamakesbigpromisesforleadgeneration,butaudienceandstrategydetermineleadquality

We’vealreadytalkedaboutthedifferencesbetween

first-,second-,andthird-partyintentdata

andwheredifferentproviders’datausagemakesthebiggestimpactinyourmarketingfunnel.Now,wewanttotalkaboutproviderswhoofferleadsonasilverplattertomarketingandsalesteams.Onestrategyistoworkwithcontentsyndicationvendorswhorepublishyourcontentonotherwebsitestoreachandconvertnewaudiencestoleads.Justlikeintentdataproviders,contentsyndication

providersarenotcreatedequal,andit’simportanttounderstandtheirstrategiesandtacticsforyourownsuccess.

26

TrustRadius

Theproblem:contentsyndicationisoftenmarketedasaqualityleadgenerationtool,butunderdelivers

There’snothingmorefrustratingthanworkingwithapoor-qualityleadsvendor.You’vewastedtime,budget,andhavelostthetrustofyoursalesandmarketingteams.Thereisn’talotof

informationouttheretohelpyoudoyourduediligencewhenselectingasyndicationvendor.

Herearesometipstohelpyouavoidcommonmistakes.Firstoff,alwaysmakesureyou’reaskingtherightquestions:

?Whoaretheirpublishersandwherewillyourcontentbeshared?

?Howdoesyourpublisherintendtoreachyourtargetaudience?Aretheyusingintentdata?Aretheyusingfilterst