The Rise of the Social Business Software Buyer

Picture this.

Your wife tells you that you need to find a better hotel for the next vacation. You jump on Google and zoom in on a few based on location, star rating, price and user reviews. At this point you are probably surfing on Trip Advisor, Kayak or Expedia. As for your next step, you will most likely visit the sites of the one or two hotels that you’ve selected to check all the amenities and whether you can get an even better deal.

Now picture this.

Your boss tells you that you need to find a better software. You jump on Google and zoom in on a few based on your use case and (if you are lucky) price. At this point you are probably surfing on the vendors’ sites skimming through all the marketing hype. As for your next step, you will most likely engage with a bunch of sales reps and start the lengthy process of comparing features, requesting each vendor to speak with one of their reference that fits (if you are lucky) your profile and negotiating best deal.

You get the picture.

Business software buyers should deserve the same information transparency and access to independent user reviews as do consumer buyers. And they will. Brian Solis and Jeremiah Owyang have laid the ground for this revolution in their insightful Social business and Collaborative Economy research. In fact the shift is happening right now and as a marketer you need to pay strong attention. Your world is about to change. How you will influence early on your buyers through voice of your customers will be as much if not more important than what you do on your site. As a sales rep, you also need to pay strong attention. Your buyers will know more about your software than you do when they reach out. How you establish early on a trusted relationship with them will be key to securing the deal.

Joining the revolution.

Today I am pleased to announce that I have decided to join TrustRadius, a quality “Yelp” site for Business Software powered by in-depth, structured and vetted crowd sourced user reviews and discussions. As a product marketer (and former software vendor), I see TrustRadius as a game changer in the way business software buyers will identify, compare, collaborate and select software in the future. In fact if you are in the market for social media, marketing automation or Business Intelligence tool, give it a go today and check the following overview video. Then seat back and think about how this is going to change your sales and marketing world, or better, read this very insightful article on the consumerization of B2B buying behavior by Tony Zambito.

You have a choice to make.

Watch this revolution happening and do nothing about it OR embrace it and adjust your marketing strategy and sales initiatives around your customers’ buying journey. I am definitively planning to blog more about the rise of the social business buyer and the broader implications on the world of software marketing, business technology research and analysis. In the meantime, how do you plan to adjust?

Leave a comment or send me a note at bertrand@trustradius.com. I would love to hear your thoughts on TrustRadius and/or broader impact on your sales and marketing world.

 

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  • Vinay Bhagat

    We are very glad to have you join the team!

  • http://web-strategist.com/blog Jeremiah Owyang

    This looks very exiting. I can’t wait to see how the crowd augments/disrupts analysts.

    • Bertrand Hazard

      Indeed, this is going to be very interesting to see how more social collaboration will drive transparency and force some of the vendors and analysts to evolve.

  • http://smartsoftwaremarketing.co.uk/ Giles Farrow

    B2B software vendors used to hide most info from buyers. You could only see a demo, have a trial, learn the price at carefully controlled points in the sales price. Customer reviews are the final piece in the jigsaw. In a perfect market buyers have 100% visibility.

  • Jonathan Verney

    I like the hotel analogy. Let’s hope B2B becomes as transparent as B2C.

  • Stevensen Liu

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