Why reviews are central to B2B user-generated content

Build customer review collection directly into the user experience to gather feedback and use it to develop a digital community where customers can discuss common issues and industry trends, writes Gina Carr. Reviews can act as a catalyst to build a library of business-to-business user-generated content, Carr writes, advising marketers to interact with customers on social and use reviews for content such as case studies or video testimonials.