B2B software marketing takes a turn with consolidation of review sites
The trend towards consolidation of review sites for software and other B2B solutions is also observed in the Russian market. Major players like Capterra, G2, and GetApp are increasingly acquiring smaller projects, seeking to become the dominant platforms for comparing and selecting B2B products.
This creates certain challenges for B2B company marketers who rely on user intent data from reviews and inquiries on these sites. Consolidation can lead to distortion of this data and, as a result, disrupt the stability of the sales funnel.
How to protect your intent data strategy?
Diversify your data sources. Do not rely solely on 1-2 major players in the review market. Use multiple platforms to smooth out the effect of possible changes on any of them.
Complement industry platform data with other sources. Analyze search queries, activity on your website, content engagement, and other signals to get a more complete picture of intent data.
Use machine learning for more accurate data analysis. Algorithms can identify hidden patterns and connections in the "noise" of data, which will help maintain the stability of the sales funnel.
Conclusion
Consolidation of the market of industry review sites is an inevitable process. Companies operating in the B2B segment need to quickly adapt to these changes by diversifying their data sources and applying machine learning technologies. This is the only way they can protect their intent data strategy and maintain the stability of the sales funnel.