When I’m looking to make an important purchase, the first thing I do is check out product reviews on the Internet. Whether it’s Yelp for restaurants, TripAdvisor for hotels, or Amazon for knick-knacks, reading product reviews help me make better buying decisions. Business technology purchases are no less important. Research from Google demonstrates that 60% percent of B2B technology buyers read product reviews before making a purchase. This indicates that what buyers want most is to interact with a community of like-minded professionals through product reviews and peer discussions. Without these reviews, buyers can find it confusing to separate out the information they want from just marketing hype.
Each year, the movie industry churns out a line-up of summer blockbusters that bring people out in droves, and each year the bar gets higher, with opening weekends topping a whopping $208 million. So how does Hollywood generate the buzz needed to get people into the theater? It’s all in the marketing.