….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
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