Why Bizzit Says B2B Accountability Starts By Rating Your Prospects & Customers
True or false — Overall, accountability with other businesses you’ve interacted with has improved since you first entered the workforce.
Now for my sales, marketing, or any B2B vendor/decision-making people answering, this question may ruffle some internal feathers as you think of a past deal or commitment that ghosted you or overcommitted in some way. Is it possible that would not have happened if the other side had some way of being held accountable? After all, there are at least two sides to all (human) interactions, and in B2B sales as an example, you are held accountable by both your prospects and your bosses.
… but how are your prospects held accountable in the process?
For purposes below, and whatever your background may be in, let's assume you interact with other business departments/teams as apart of your job, and you answer the original question (true or false).
Immediately after you answer, I tell you the survey results from a 1,000 people that initially show your answer is in the extreme minority. Some may not care to know more but in your case, you ask who was surveyed and more on the source data, which I am able to go through in good depth (and only because you ask is why we go into it).
I start to dissect those 1,000 answers down by age range, job experience, and other categories that allow us to filter out the irrelevant data by making the results accurate and relatable.
Now it shows that your answer is in the majority!
We discover that 60% of the reviews were completely irrelevant (answers coming from kids under 18 with no B2B job experience or people that have only worked in retail/restaurants). Out of that additional 40%, about half had some B2B experience, and in that half with B2B experience is where we discovered that you were in the majority. This is a high-level example in the importance of data context which may be obvious to some reading but, more importantly, also why asking reflective questions is (usually) a good idea when needing more situational context. In the example above 2 different people could take the same initial results and tell two completely different stories later on (i.e. a game of telephone in 2019), but one chooses to ask just one additional question that ultimately leads to a completely different result.
As far as getting to those data results go, we’ve been using this survey/result method in society for as long as people have been communicating. If you take that comparison to software, and with most current SaaS/software platforms, to get valuable results, you generally have fixed inputs with fixed selections to answer from (i.e. dropdown menu), which displayed dissectable results. However, anytime you are asked to write an answer out and do not have fixed inputs, you collect little to none relevant data.
Think of the reviewing process on most review websites as an example, 1 out of 5 stars, then write about your experience. In B2B, I need to know who is reviewing or it’s completely irrelevant, but as a consumer, I can at least make some judgment on how I dissect the information being displayed. Not perfect but it works. In its current methods and already established user profiles on those sites, it would be tough (or near impossible) for those popular review sites to accomplish this without a complete teardown and rebrand. In software, we call those legacy systems.
The consumer review model has plenty to love and Bizzit obviously doesn’t exist without it progressing to where it is at today. Personally too, I have yet to hear someone say they have never used reviews to make a decision in their life (don’t forget movie reviews in this convo either). So for the most part, we all use or have used them some way or another, but primarily as a consumer.
Go a little further with how reviews have evolved and think of the way you filter your favorite consumer review sites to get the result you are looking for. As an example with Yelp, I always filter how I want to display results by most reviews first. Where I like to do that is if I am in a new city, looking for a restaurant, and just want to see what has the most reviews around me. I am only able to get value from this by categorizing all people that made reviews on the list I filtered into one group, then by just one data point (quantity of reviews).
If that review model existed in B2B I would not be able to compare reviews on a business by quantity without more context. In a company, there are different departments, different regions, and different industries that work with, or sell to, those departments. A lot of variables in other words.
Fortunately for B2B all I would need to filter by is those variables as long as those variables are readily available, and if you work for a business and in a department as an example, those variables are already known. See any LinkedIn company page for some of that info right now. Acme, Inc. is a 1,001–5,000 employee (manufacturing) Brick company that is HQ’d in Houston and specializes in servicing the construction industry. I didn't have to ask people reviewing anything different because this information is attached to the not only the person making a review (asked by their company to do it), along with management at Acme, and their own profile that only adds value on by being accountable with their reviews over time.
So for it to work in B2B, reviewing needs to be both accountable at the source, professional, but also add almost a daily outbound and internal value to those hopping on; otherwise, we would get more of this. Thankfully many pivots have already happened in the review space and one of the biggest was when Glassdoor came along a little over 10 years ago.
Glassdoor pushed the review industry forward by providing a (consumer-based) public reviewing platform that holds accountability to a business internal culture, processes, and management. Showing what it is like to work *for* a company. Still though, taking a lot of the same methods the other review companies did, 1 out of 5 stars, a text box, and little value in the context on who is reviewing. Regardless, they evolved the review industry for the better and proved that pivots in the review industry have not only just begun but aren’t limited to products or services for them to be effective.
While reviews have changed the way we as individuals buy, market, and think about consumer products/services, and in Glassdoor’s example, hold accountability to culture, management, and internal processes of a company (*claps hands*), it’s time to make the biggest leap for the review industry to date, evolve the model, and making reviewing a value. Nowhere else is more primed for this change than in B2B.
Going off my consumer review site examples above, interviewers on Glassdoor can’t review interviewees, or restaurants on yelp can’t review their customers, much less give any kind of mutually beneficial data result. Why not a 1 to 1 perfect example to reviewing in the B2B space, in context it at least paints the picture of why having the option to review both sides is important.
Some truth — B2B reviews would add little business value with a model like the leading consumer-based review companies are set up today.
Yet, what is symmetrically beautiful is the (nearly perfect) requirements already in place in the current B2B landscape; especially in 2019. From sales, marketing to the business leaders at most businesses, as well as any function that identifies themselves as a team, an effective B2B review-industry pivot starts right there, as that is where accountability and value must coexist.
Good news too …we’ve figured it out.
So, how is all this being done and want more than the super high-level overview? Well context is important (see all that is above) and to learn a little bit more, see below! (if you wish) to get a better perspective on what kind of value Bizzit is offering, who is it initially for, and how you can even innovate along with us (You can also head to Bizzit’s website or you can contact us here directly as well!).
Hi B2B~ers, meet Bizzit!
For starters, we have a different kind of review system, one that begins with accountability in the review process and returns actionable data insight. Bizzit’s focused on providing internal and external value to businesses.
Internal value is providing claimed company pages with review data (i.e. what we call data-reviews) produced on your company’s departments. Those data-reviews being derived (externally) from your company’s prospects, customers, or any other functions that interact with your company and have access to one of Bizzit’s review apps. If you are a company interested in seeing data-reviews on your own company’s departments, we have made that pretty easy to get going. Any company, domestic or global, that has a team/department/function in the U.S. (and is not owned or apart of any government agency) can claim their company page now.
Bizzit’s external value for businesses come via our B2B Data App and is currently focused on the revenue-generating functions of a business (i.e. sales, marketing, and decision-making). For this, we have pretty specific options for almost everyone. That includes a freemium tier (Give to Get) which is for the review lovers out there and you do not need to be a company to sign up, just create an account and complete Give to Get. For the company subscription packages (and more details on all of the tiers) that can be found here.
Proceeding from here is a bit more depth and overview of Bizzit’s two main product types…
1) Bizzit’s Review App(s): Review any business department in the U.S.
I’ll repeat that our review process is different than other review services out there. For starters, only authorized businesses can review. Second, Bizzit’s reviews produce data (data-reviews) and that is because each review is a short 3–4 minute fixed survey to review one department. There is no text box to write whatever you want, and we designed the review questions to be applicable across all general business interactions (+ all departments) while also being specific to the data produced for the revenue generating roles leveraging Bizzit’s B2B Data App. Currently, the sales, marketing, and decision-making roles are who is primarily reviewing business departments on Bizzit’s Review Apps, but even within 2019, we expect to continue to see growth into other functions reviewing on Bizzit as well.
You can add Bizzit on the Salesforce AppExchange Store (for $1 year/company) or for free on Bizzit (see our sign up on our website). Our API makes it easy for us to add Bizzit’s reviews to most other API platforms, and by the end of 2019 we expect to be on quite a bit more (some internal too).
Please also be aware that no single review can ever be externally tied back to the person or company that made that review on Bizzit’s review apps. My example here is from the maps app WAZE which, in a way, has its own give to get model. On the WAZE app you can report a pothole, police officer spotting, or traffic jam, and WAZE alerts others going in that direction and/or can reroute you around some of those updates. WAZE, however, does not give your name to the city (or local police) if you report anything but it uses that real-time data to help others be efficient, like Bizzit!
So yes, your prospects and customers can review your company’s departments on Bizzit, or likewise, you can review your prospects, customers, or any (U.S.) located department you interact with too!
2) Bizzit’s B2B Data App: Subscription + freemium tier
Bizzit’s B2B Data App leverages 50+ data points aggregated from its review apps to help sales, marketing, and decision-making teams unlock relevant data-reviews on business departments they interact with. Think of the B2B Data App as a digital data network that displays how other departments (similar and not) rate in a number of relevant categories, your prospects, your customers, but also your internal departments. Feel free to contact us if you wish to learn more on the 50+ data points or rating categories our B2B Data App provides.
Bizzit’s B2B Data App’s first live region to launch data on is in the Bay Area and will be launching in the fall of 2019. We also expect to be going live in the areas of LA, Seattle, New York, Atlanta, and in parts of Texas in 2019 as well.
Thank you for the time here and feel free to contact us for more info.