James Perrin, Head of Content and Social at Feefo explores how B2B marketers can leverage customer reviews to enhance the customer experience.

1. Everyone’s a Consumer
B2B Marketing And Customer Reviews
James Perrin, Head of Content & Social, Feefo

2. My talk today
• B2B or B2C?
• B2B customer experience
• Customer feedback for B2B
• Why customer reviews?
• Takeaways

3. B2B or B2C?

4. B2B or B2C?

5. B2B or B2C?

6. B2B or B2C?

7. B2B or B2C?

8. B2B or B2C?

9. B2B or B2C?

10. B2B or B2C?

11. B2C or B2B….or B2P?

12. Business to People (B2P) Marketing

13. The B2B
Customer
Experience

14. B2B Customer Experience
85%of B2B supplier executives consider the
overall customer experience they provide
to be ‘very important’ to their strategic
priorities.
Source: Accenture

15. The relationship between company
and supplier has changed.
Robert Wollan, Managing Director, Accenture
“
”
B2B Customer Experience

16. B2B Customer Experience
57%of business purchases now
occur with no vendor contact.
Source: Google

17. The future of B2B is powered by
trustand transparency
B2B Customer Experience

18. B2B Customer Experience
B2B buyers require a customer
experience that mimicsthe
consumer purchase model.

19. Customer
Feedback
for B2B

20. Customer Feedback
85%of business buyers are “satisfied
once they have read up to 10
online reviews” when making
a buying decision.
Source: GoogleSource: BrightLocal

21. Customer Feedback for B2B organisations
£

22. Customer Feedback for B2B organisations
The cost is
much bigger.

23. Customer Feedback for B2B organisations
It takes a lot
longer.

24. Customer Feedback for B2B organisations
How important
is UX for B2B?

25. Customer Feedback for B2B organisations
How important
is customer
success?

26. Why customer
reviews?

27. Why reviews?
Trust Traffic Sales Insights

28. Trust

29. Trust

30. Why reviews?
Traffic
Social &
Content
SEO PPC

31. Traffic – SEO
Sources: Moz, Search Engine Land
Improved
CTR
Review
Signals
Algorithm
Updates

32. Traffic - SEO
245%
increase in organic traffic Y-O-Y

33. Traffic - PPC
Adding seller ratings to a
search ad boosts CTR by an
average of
17%Source: Google AdWords blog

34. Traffic – Google Shopping (PLAs)

35. Traffic – Social & Content

36. Traffic – Social & Content

37. Why reviews?
Sales
Reduced
CPCCTR Conversions

38. Sales - Conversions
(175 reviews)
increase in conversion,
just by placing Feefo
scores next to ‘Buy Now’
8%
Source: Feefo

39. Sales - Conversions

40. Sales - Conversions

41. Sales – Conversions
2.94%increase in flight bookings.
3.01%uplift in revenue per visitor.

42. Sales - Reduce CPC
12%decrease in CPC

43. Why reviews?
Business
Insights

44. Business Insights

45. Business Insights
Some may say it takes a brave company to
put themselves ‘out there’ to be independently
reviewed for all to see – but the ethos at Made
Simple is one of continuous learning and
transparency. We’d rather know about any
problem areas so that we can address them.
“
Michelle Carvill, Managing Director, MadeSimple Group

46. Wrapping up

47. What to do next…
• Think B2P
• Mimic the B2C customer experience
• Overcome B2B acquisition and retention issues of cost, time, UX and
CX with customer feedback
• Increase trust, traffic, sales and insights with customer reviews