Strictly Marketing Magazine May/June 2017 Issue Strictly Marketing Magazine mayjune 2017 - Page 5

….Continued from Page 3 Having a more well-rounded sense of customer sentiment, will give marketers the intel they need to better respond to customer needs. Only looking for surface-level insights - Customer opinions are important but, it’s the customer, not the opinion, that is perhaps most important. Behind each review is essential user data that can be used to build more targeted marketing programs. To understand which markets are underserved, marketers need to be harnessing customer data and demographics, from company size to employee position and product use. From there, they can begin to correlate reviewer sentiment with specific demographics. Online reviews can make or break a product or service. But, by avoiding these four common mistakes, marketers can use them to their advantage. Adrienne Weissman is the chief marketing officer at peer-to-peer business review platform G2 Crowd. Weissman has more than 15 years of sales and marketing experience in the tech space under her belt and plays a major role in fueling the company’s growth. Before serving as G2 Crowd’s CMO, Weissman functioned as LinkedIn’s former director of marketing solutions. LinkedIn (https://www.linkedin.com/in/adrienneweissman) Twitter (https://twitter.com/g2adrienne) Strictly Marketing Magazine May/June 2017 5