By Austin Merritt, co-founder and General Manager, Software Advice
It’s common knowledge that consumers are increasingly turning to online review sites such as Yelp! and Amazon before making purchasing decisions. As IT becomes increasingly consumerized, B2B software buyers are mimicking consumers’ behavior.
Historically, software marketers owned the whole “story” of a software product: From white papers to references to website copy, these marketers controlled the messaging. But through online reviews, software users have become part of the narrative.