Experience from inside a B2B review marketplace
I served as VP of Audience & Review Generation at TrustRadius and on its leadership team. My work connected user-generated content, organic discovery, product engagement, and qualified pipeline during the company’s growth from seven-figure to eight-figure revenue.
That experience shapes how I approach customer evidence: who contributes, how buyers find it, what questions it answers, and how it supports a business decision. Read about my TrustRadius experience.
Give customer evidence a job
In B2B, UGC includes peer reviews, customer questions and answers, community contributions, and firsthand accounts of using a product. Testimonials, references, and customer stories are related forms of proof. Each can address a different buyer question.
I help teams decide what evidence they need, collect it through a repeatable process, and put it where buyers and sellers can use it. An existing program may need better distribution or measurement. A new program may need a clear owner and a practical starting scope.
What we can build together
Review strategy and participation
An audit of your profiles and coverage, a plan for which customers to invite and when, and responsibilities across marketing and customer success.
A library of customer evidence
Customer language organized by audience, use case, objection, and outcome, with source links, dates, and reuse permissions attached.
Proof across the buying journey
A plan for placing relevant evidence on product and comparison pages, in sales follow-up, and in content and campaigns.
Measurement and improvement
Definitions and reporting that distinguish participation, buyer engagement, qualified pipeline, and revenue, with a process for deciding what to change.
Connect reviews to search and AI discovery
I bring my SEO and audience-growth experience to the program: review where buyer questions are answered, where product claims lack support, and where customer evidence could improve a page.
For AI search, I examine whether review sources appear in observed answers and whether those answers describe your product accurately. A review campaign does not guarantee an AI mention or ranking. The work needs to be checked against real buyer questions. Explore SEO and AI search consulting.
Follow the evidence through to revenue
Are the right customers contributing? Does the evidence address the objections sales encounters? Are buyers using it, and do those buyers progress?
Where records permit, I connect referral traffic, on-site interactions, sales usage, and CRM outcomes. I label observed influence separately from sourced opportunities. A deal that touched a review page does not establish that the page caused the sale. See my approach to measurement.
Keep the customer’s voice intact
The program should invite candid experiences from eligible users. I would not write reviews for customers or make a reward depend on a favorable opinion. Before launch, we check the selected platform’s rules for outreach and incentives. Before reuse, we check permissions and preserve the meaning and context of the original contribution.
For platform-specific guidance, see TrustRadius’s review FAQ and G2’s community guidelines.
Bring me the program you have—or the one you need
We can start with a focused audit, build the collection and distribution workflow, or include customer evidence in ongoing marketing leadership. The scope follows your buyers, customer participation, and business priorities.