In the consumer market, customers make buying decisions for restaurants, vacations and products based on reviews. But most B2B markets lack dedicated review sites where customers have a voice and can read reviews on the products used at work.
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The Online Review Expectation Gap
Why is it so easy to read reviews for personal buying decisions, but so damn hard for buying decisions at work?
Consider what Yelp and TripAdvisor have done for the consumer market.
How can your organization bring more transparency to industry buying decisions?