Boundless Marketing

How to Amplify B2B Growth With Review Management

Discover the transformative power of effective review management and how it can drive significant business benefits.

Review Management

Introduction: The Power of Online Reviews in B2B

Managing online reviews has become a personal matter for me, as it’s essential for any company that is striving to build trust and stimulate growth. As both a consumer and a B2B buyer, I have seen firsthand how companies treat their reviews, and it’s clear that this interaction can either strengthen or weaken my relationship with them. 

When I’m deciding between two companies, the presence of reviews, star ratings, and thoughtful responses to customer feedback often sway my decision. I’m not the only one who feels this way. 

  • A study by Spiegel Research Center found that nearly 95% of B2C shoppers read online reviews before making a purchase in B2C markets.
  • Another study revealed that 92% of B2B buyers are more likely to make a purchase after reading a trusted review.

These examples speak volumes about the power of reviews for both B2B and B2C companies. As an increasing number of both B2B buyers and consumers read online reviews before making purchasing decisions, effective review management can significantly impact a company’s success.

In this guide, we explore effective review management practices that help safeguard your reputation, respond to customer feedback, and utilize reviews to drive business success.

Review management perception

What is Review Management?

Review management is the strategic practice of monitoring, engaging with, and responding to customer reviews across various digital platforms. It’s a pivotal component of a brand’s online reputation and directly influences potential customers, who often depend on peer recommendations when making decisions. 

By actively managing reviews, companies can establish trust, foster a positive image, and ultimately drive growth by leveraging the persuasive power of social proof. This process encompasses: 

  • Diligently tracking and analyzing customer feedback from multiple sources.
  • Crafting professional and empathetic responses to both praise and criticism.
  • Implementing strategies to encourage the generation of more—and more favorable—reviews.
  • Sharing and promoting those reviews at key touchpoints.

By prioritizing review management, businesses not only maintain a strong online reputation but also gain invaluable insights into customer satisfaction, leading to improved services and products.

Are You Listening to Me?

I remember giving a four-star rating to a software provider for their innovative product, but I noted some areas for improvement. They responded promptly, thanking me for my feedback and outlining the steps they would take to address my concerns. This not only showed me that they valued my input but also demonstrated their commitment to excellence. 

On the other hand, after trying hard to connect directly with a different provider for resolution, there was a time when I gave a kind—but less favorable—review. Unfortunately, it was met with silence. I felt ignored and decided to take my business elsewhere. Meanwhile, my review remained on their profile and is still being noticed today.

I’m sure many readers can relate to the feeling of being heard or the frustration of being overlooked. It’s a reminder that in the digital age, every voice counts. Companies that understand the importance of engaging with their customers through reviews are more likely to win loyalty and positive word-of-mouth.

Understanding Review Management for B2B Companies

How Review Management Can Amplify Growth: The Ultimate Guide for B2B Companies

For B2B companies, review management extends beyond the collection of customer opinions; it’s about building a foundation of trust and credibility that resonates with a professional audience.

B2B companies operate in environments where the stakes are high and purchasing decisions are scrutinized. The emphasis is on creating and maintaining long-term relationships, and reviews are a crucial touchpoint in that journey.

Despite common misconceptions, review management isn’t just for local storefronts or B2C companies—it is a core business strategy that can shape enterprise-level decisions. B2B buyers are looking for proof of reliability, expertise, and exceptional service. Effective review management in the B2B context involves:

  • Engaging with feedback in a manner that reflects the brand’s voice and corporate values
  • Addressing concerns with solutions that showcase a commitment to excellence and customer satisfaction
  • Using reviews to inform strategic decisions, product development, and customer service enhancements

These efforts directly contribute to improving your online presence and strengthening customer relationships.

Top Review Sites and Platforms for B2B Companies

While review sites like Yelp, TripAdvisor, and even Amazon product reviews are very familiar to us as consumers—some review sites are very important for both B2C and B2B industries. These include: 

  • Google (Google Business Profile)
  • BBB (Better Business Bureau)
  • Facebook (Facebook business page reviews)

Each of these platforms serves as a critical source of customer reviews that can shape your business’s reputation. They offer unique opportunities for businesses to showcase their products, services, and/or customer satisfaction levels.

Google Business Profile, for instance, is closely integrated with Google search results and maps, making it a powerful tool for increasing search engine visibility on the top search platform.

The BBB is renowned for its focus on trust and integrity, providing an accreditation that can elevate a business’s standing in the eyes of potential clients.

Facebook allows for a more social approach to reviews, where endorsements can spread through networks, amplifying reach and influence.

There are a number of other notable key players in the B2B review space, including:

  • G2 – Known for its real-time and unbiased user reviews, G2 provides valuable insights into software and services, helping businesses make informed purchasing decisions.
  • Capterra – A comprehensive service for software reviews that helps businesses find the right software solutions through user-generated feedback and ratings.
  • Clutch – Specializing in detailed client reviews of service providers, Clutch is a go-to resource for businesses looking to partner with high-performing firms.
  • Trustpilot – An open platform for reviews, Trustpilot invites honest feedback and provides transparency for anyone researching companies online.
  • Trustradius – Offering in-depth reviews and ratings, Trustradius helps professionals make better technology decisions based on unbiased and insightful reviews.
  • Software Advice – This platform guides organizations in finding the right software through user reviews and expert advice, simplifying the decision-making process.

These platforms serve as a reservoir of business, service, and software reviews, offering detailed user feedback on offerings across various categories. By understanding the pros and cons of different providers and offerings, B2B buyers can make informed decisions, further underscoring the importance of managing reviews on these platforms.

Trustradius, Capterra, G2, and Trustpilot are particularly valuable for their in-depth analyses and user-generated content, which can provide nuanced insights into the user experience. They enable potential customers to drill down into the specifics of how a product performs in real-world scenarios, thereby playing a crucial role in the research phase of the purchasing process.

The Role of Online Reviews in B2B Decision-Making

Reputation and B2B Buying decisions and reviews

Online reviews play a significant role in shaping B2B decision-making. They serve as social proof, serving as a digital form of word-of-mouth that can sway potential clients towards or away from a product or service. 

According to a study by G2, 92% of B2B buyers are more likely to make a purchase after reading a trusted review. This highlights the power of positive feedback in fostering favorable opinions and significantly boosting the likelihood of a purchase. 

Positive reviews act as powerful endorsements, enhancing a company’s credibility and persuading prospects to choose their solutions. However, a single negative review can ripple through the reputation of a business, potentially causing significant harm.

The influence of reviews extends across the entire B2B buyer’s journey. From the moment a potential lead discovers a business to the final decision-making stages, reviews are a constant companion, informing and guiding choices.

  1. Visibility and search engine rankings: Effective review management can lead to better search engine rankings, as search algorithms typically favor businesses with active and positive review profiles. This helps businesses get discovered by active searchers and stand out amongst competitors.
  2. Reputation enhancement: Businesses are expected to respond to reviews, and those that actively respond to feedback are signaling their commitment to customer satisfaction and their adaptability to market needs. By responding to reviews in a prompt and professional manner, companies can enhance their online reputation, which can result in increased trust from potential customers.
  3. Addressing buyer questions and concerns: By attentively responding to reviews, businesses can directly address the specific questions and concerns raised by B2B buyers. This provides an opportunity to clear up any misconceptions, offer additional information, and reinforce the benefits and features of the product or service. Proactively engaging with reviews in this way can help to build a positive reputation and establish the company as a responsive and customer-centric business.

For more insights on how online reviews impact the buyer journey, check out our blog: 15 Compelling Benefits of Online Reputation Management.

The Essential Components of Effective Review Management

review management process

Effective review management isn’t just about addressing feedback; it’s about strategically leveraging reviews to enhance a company’s market position as well.

Here are some key components to focus on in order to effectively manage online reviews and pave the way for sustainable growth and success:

  • Proactive Feedback Gathering: Diligently reaching out to customers to collect their insights, ensuring a constant flow of valuable feedback for ongoing analysis and proactive business improvement.
  • Comprehensive Feedback Analysis: Reviewing customer ratings and feedback to extract critical insights. This can be leveraged to to refine product features, enhance customer service, and guide business strategies.
  • Timely Response to Reviews: Swift and considerate engagement with customers who leave reviews, showing them that their feedback is not only heard but acted upon. This reinforces the value the company places on customer satisfaction.
  • Positive Experience Amplification: Harnessing the power of positive reviews by strategically sharing them across a variety of marketing channels (website, social channels, and more), reinforcing a stellar brand image and drawing in prospective customers.
  • Strategic Review Promotion: Encouraging the creation of favorable reviews and proactively creating avenues for customers to share their positive experiences. This expands the reach and impact of their testimonials.

By focusing on these key components, businesses can create a review management strategy that not only addresses customer feedback but also contributes to the company’s growth and success in a competitive B2B marketplace.

Crafting and Executing Your Online Review Management Strategy

online review management strategy

Crafting a solid review management strategy is the first step towards creating an effective online review process. This strategy encompasses how you’ll: 

  1. Prepare your organization for reviews
  2. Generate and capture reviews
  3. Monitor reviews
  4. Respond to reviews
  5. Promote reviews

This also encompasses what services and tools you’ll use, including online review management software. Now, let’s look at some specific details for crafting and executing an effective review management strategy.

1. Preparing Your Organization

Organizational Preparedness review management

Setting up internal processes for capturing and managing online reviews a critical step in an effective review management strategy. For example: 

  • Establishing a process to identify and contact customers for their feedback and reviews
  • Creating internal guidelines, including response timeframes, helps internal staff understand the company’s review response expectations and operate efficiently.
  • Developing and employing standardized response templates allows for quick, consistent replies that acknowledge the unique content of each review.

Even for businesses not using automated tools, incorporating response management into daily tasks is pivotal to maintaining timely communication with customers. Training staff on the importance of review response and setting alerts ensures prompt, consistent support and that no review goes unanswered.

2. Generating and Capturing Genuine Customer Reviews

online customer review

Generating genuine customer reviews is a significant component of a successful review management strategy. Here are some tips to help you increase the quality and frequency of customer reviews:

  • Proactively send review requests through emails or texts.
  • Ask targeted questions to obtain more meaningful and relevant customer testimonials.
  • Automate review requests to gently remind customers you want their feedback.

By implementing these strategies, you can effectively boost the number and quality of reviews for your business.

Furthermore, some approaches for encouraging positive reviews include:

  • Expressing appreciation for positive reviews and seeking permission to share them publicly
  • Fostering a sense of community and encouraging further reviews
  • Offering incentives such as discounts or rewards associated with receiving their direct feedback. However, it’s very important this is not used to “bribe” for positive reviews.
  • Creating memorable, positive experiences for customers through the review process

These strategies can help motivate customers to leave positive reviews and share their positive experiences.

Advantages of Automated Review Requests

Automated review requests offer a host of advantages to companies. They can substantially increase a business’s review volume, as evidenced by experiences such as an 800% increase in the number of reviews after implementing automated solutions like Birdeye

Automation in review management streamlines the outreach process through timely emails or SMS, personalizes interactions, and enables prompt, uniform response protocols across various review platforms.

Some advantages of implementing automated review systems include:

  • Saving a significant amount of work hours by eliminating the need to manually send out review requests, freeing up time for more strategic tasks.
  • Enhancing customer engagement by providing a fast, user-friendly, and accessible means for clients to submit their valuable feedback, which can lead to more insightful and actionable data for the company.
  • Enabling gentle, yet effective reminders to clients, which can lead to a higher submission rate of reviews, ultimately contributing to a more robust and diverse collection of customer feedback.
  • Streamlining the review collection process, making it easier to gather and manage reviews on a regular basis, which helps maintain a fresh and current online reputation.
  • Increasing the likelihood of receiving timely feedback, which is essential for quickly identifying and addressing any areas of concern, thus improving overall customer satisfaction and loyalty.
  • Allowing for more consistent and timely follow-up with customers post-interaction, ensuring that each customer feels heard and valued by the business. 

By automating the review process, companies can not only improve their operational efficiency but also enhance the quality of their customer interactions and the insights gained from customer feedback.

3. Monitoring Reviews Across Platforms

Managing Online Reputation

For effective review management, it’s important to keep an eye on reviews across various platforms. While manual tracking is an option, it’s far more efficient to use a review management system that can seamlessly gather reviews from different sources. This approach enables businesses to respond quickly and constructively to customer feedback. 

Identifying and focusing on the key review sites that are influential in your industry is crucial for targeted and impactful review management efforts, rather than focusing on too many at one time.

Employing tools such as BrightLocal’s reputation management software or Boundless Marketing’s review management service can significantly streamline the monitoring of your online reviews.

This strategy not only keeps you informed of customer opinions but also equips you with strategic insights that can steer your company’s decision-making processes and nurture a culture that places the customer at the heart.

Analyzing Customer Feedback for Business Growth

Online reviews offer a wealth of information about customer preferences, enabling businesses to improve their operations and customer experience.

Furthermore, negative feedback, when addressed constructively, can lead to improvements in products and services, ensuring changes are based on actual customer experiences.

Dealing with Negative Feedback

Dealing with negative feedback is an inevitable part of managing reviews. It is crucial to respond to negative reviews within 24 hours to demonstrate that customer concerns are taken seriously. Maintaining a professional and courteous demeanor is essential, regardless of the review’s tone.

When responding to negative feedback, acknowledging issues and expressing sincere apologies is crucial. Offering clear resolutions or an invitation to discuss the matter offline demonstrates proactive engagement with the customer’s concerns.

By addressing negative feedback with transparency, expressing gratitude for the feedback, and demonstrating efforts to resolve problems, businesses can earn customer loyalty and respect. This can help improve approval ratings and help them stand out in the marketplace.

Reporting and Handling Fake Reviews

Fake reviews can be a nuisance and potentially damaging to your online reputation. Businesses can identify a fake review if it contains false information, such as mentioning non-existent employees or events. To report a fake Google review, follow these steps:

  1. Log into your Google Business Profile.
  2. Find the review under ‘Reviews’.
  3. Click the three vertical dots.
  4. Select ‘Flag as inappropriate’. When reporting a review, businesses must provide a specific reason for flagging it and may be required to follow up with additional information if contacted by Google.

Reviews that contain restricted content, illegal or terrorist content, sexually explicit content, and dangerous or derogatory content violate Google’s policy and can be reported. If Google denies the request to remove a review, businesses can seek further assistance by posting in the Google Help Community or contacting Google support.

4. Building Relationships Through Your Review Responses

Building relationships with customers is a vital component of review management. Responding to reviews reinforces the perception of a brand’s authenticity and demonstrates to consumers that their feedback matters, contributing to relationship building. Businesses that actively engage with client reviews, both positive and negative, are more likely to drive repeat business and attract new customers.

Creating personalized responses that reference the customer’s name and specific experiences fosters a personal connection and shows a dedication to customer service. Expressing gratitude for reviews, whether they are positive or negative, aids in nurturing a positive reputation and fortifies customer relationships.

Balancing empathy and professionalism in your responses can be a delicate task. Maintaining professionalism in review responses is critical for retaining customer trust and reinforcing the brand voice.

Responding to all reviews demonstrates care for customers’ opinions, with professional and courteous interactions being essential even in the face of unfair criticism.
Effective responses to negative feedback should include:

  • Personalization
  • Acknowledging the issue
  • Detailing steps taken to resolve it

Harmonizing the brand identity with customer experience through transparency, responsiveness, and appreciation can prevent negative perceptions and improve reputation.

Customer reviews drive sales

Implementing a Timely Response Strategy

Implementing a timely response strategy is crucial in managing online reviews. Responses to customer reviews within 24 hours demonstrate a business’s commitment to excellent service and can prevent customers’ negative opinions from becoming entrenched. 

Research indicates that 53% of customers expect businesses to respond to negative reviews within a week, making swift replies a critical factor in consumer satisfaction.

Furthermore, addressing negative reviews quickly can significantly increase the likelihood of a customer revisiting the business, highlighting the direct influence of timely responses on customer retention.

Real-time alerts from review management tools enable fast responses, aiding businesses in improving customer relations and solving issues promptly. Review trackers and similar tools offer features like assigning individual reviews and providing brand-guided response templates to help maintain consistency across responses.

5. Showcasing Positive Reviews and Testimonials

Showcasing positive testimonials is an effective way to boost your online reputation. Here are some strategies to consider: 

  1. Promoting positive customer reviews on social media sites like Facebook can engage audiences and build trust in a brand’s products and services.
  2. Promoting positive reviews on your website can significantly boost confidence and trust in your brand.
  3. Featuring testimonials prominently on your homepage or creating a dedicated reviews section can directly influence potential clients’ perception of your company’s reliability and quality of service.
  4. Integrating a real-time reviews feed on your website can keep the content dynamic and fresh, showcasing the latest customer experiences and satisfaction levels.
  5. Reposting positive customer reviews on social media platforms can amplify the reach of testimonials and foster a positive brand image.
  6. Turning a great review into a highlighted case study can be an effective content marketing strategy, increasing exposure and credibility.
showcasing reviews

Leveraging Review Management Services and Software

Selecting the right review management services and/or tools is critical for efficient and effective review management. These tools can offer the following features:

  • Providing a means to collect and showcase new reviews
  • Centralizing the monitoring, management, and response to online reviews
  • Providing a dashboard that aggregates reviews from various platforms
  • Providing review amplification and widgets for websites and social feeds

Using review management software and services can significantly enhance your ability to manage reviews and improve your online reputation through an effective online review management process. We’ll explore this more in-depth in future posts.


The strategic management of online reviews is not just a task—it’s an art that shapes the reputation and propels the growth of B2B enterprises.

By proactively soliciting reviews, vigilantly monitoring customer feedback, ensuring responses are both timely and professional, and promoting positive reviews, businesses can significantly fortify their online presence and trustworthiness.

Effective review management transcends mere reputation maintenance—it can become a formidable competitive advantage, distinguishing B2B organizations in a crowded marketplace.

If you’re ready to harness the power of online reviews and elevate your company’s reputation to drive growth, our team offers expert review management services tailored to your unique needs. We invite you to learn more on our site and feel free to reach out to us for assistance. We’ll be happy to help.

Frequently Asked Questions

What is the meaning of review management?

Review management involves monitoring and responding to customer reviews about your brand on various platforms to maintain a positive online reputation. It is crucial for businesses of all sizes to actively engage in this process.
A review management system is a tool that helps you manage your online reputation by requesting, monitoring, and responding to reviews from consumers. This kind of system also allows you to showcase the best reviews on your website and other owned media channels.
Review management is crucial for B2B companies as it safeguards their online reputation, fosters customer trust, and enhances their online visibility. It includes monitoring customer feedback and addressing negative reviews promptly.
The top review sites for B2B companies are Google Business Profile, BBB, Facebook, LinkedIn, Trustradius, Capterra, G2, Clutch, and Trustpilot. These platforms are essential for gathering customer reviews and shaping a company’s online reputation.
Lori Angalich

Lori Angalich

Lori Angalich is a B2B marketing leader and business strategist with over two decades of experience steering successful marketing initiatives at growth-focused technology companies. She's adept at aligning marketing strategies and tactics with business goals, helping companies stand out in highly-competitive markets, and is committed to helping companies make the most of marketing resources and investments. Her approach is results-focused and strategic — but also deeply human, focusing on building relationships and delivering exceptional value through marketing.

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