Voice-of-the-Customer Generation and Activation
Capture and apply verified customer reviews and product insights to amplify brand influence, strengthen campaigns, increase sales credibility, and improve customer loyalty.
Overcome Customer Advocacy Challenges Limiting Conversion, Engagement, and Trust
Challenges
- Low Trust in Marketing Claims. Marketing and sales jargon lacks credibility in a buyer-led market.
- Lack of Differentiation in Crowded Markets. Competitors all sound the same and buyers are confused on which solutions and products are right for them.
- Underutilized Customer Content. Reviews stay siloed on one site or within internal systems and never get used across the business.
- Disconnected Customer Insights. Teams can’t align around consistent customer feedback and proof points at scale.
Solutions
- Amplify Real Customer Voices. Use verified, third-party reviews to build trust and transparency across channels.
- Bolster Brand Trust and Influence. Obtain customer proof that highlight key capabilities and value to prospects.
- Activate Reviews Across GTM Channels. Embed authentic quotes, ratings, and sentiment data into web, social, and enablement assets.
- Integrate Voice-of-Customer Data. Centralize verified feedback, quotes, and other proof points into marketing automation workflows and sales outreach easily.
From Voice of Customer (VoC) to Business Growth
Turn customer reviews into a strategic asset. Capture authentic customer proof, analyze key themes from customer feedback, and activate that voice across every brand touch point.
Customer Review Generation
Customer Voice Activation Tools
Premium Custom Content
Review Insights Dashboard
Measurable ROI
How Bonterra improved brand reputation and trScore through ethical review sourcing
Bonterra partnered with TrustRadius to boost brand awareness and strengthen their market presence against competitors by earning TrustRadius awards specifically Top Rated and Trusted Seller and to enhance their brand reputation through a strong trScore achieved via ethical review sourcing.
How a cybersecurity company accelerated lead generation and optimize their pipeline
This cybersecurity company partnered with TrustRadius to accelerate lead generation leveraging TrustRadius’ downstream intent data and Intent-Driven Leads program.
Intent-Driven Leads
REAL CUSTOMER RESULTS
In just 18 days, TrustRadius’ Intent-Driven Leads program grew pipeline and landed a Fortune 500 opportunity for this cybersecurity company.
$400k
In pipeline (including 1 Fortune 500 opp)
2x
Increased conversion rate from MQI to MQL
6x
Increased conversion rate from MQL to SAL
4x
ROI
How a Financial Services Platform sought to fill pipeline with qualified leads from buyers showing intent on TrustRadius
This financial services platform wanted to decrease perception as only being a solution for SMBs and move up market. They used the Intent-Driven Leads program to bring into the enterprise by increasing leads from companies with over $500M in revenue.
Intent-Driven Leads
REAL CUSTOMER RESULTS
Financial Services Platform used TrustRadius Intent-Driven Leads to fill their pipeline with high-value prospects.
200
leads delivered,
above goal
66.5%
MQL’d
Positive Engagement
from leads based on their 10+ touch nurture sequence from marketing and sales
55%
of leads delivered were from companies with over $500M in revenue
What Are the Key Steps for Effective Voice-of-the-Customer Generation and Activation?
Collect and operationalize customer voice at scale to power your go-to-market teams with your most powerful assets, your customers.
Engage your customers to leave reviews.
- Launch review generation campaigns triggered by lifecycle events or NPS scores.
- Embed review asks into workflows and products.
- Work with our team to reach out to customers on your behalf to generate reviews.
Use customer reviews to improve product and GTM.
- Identify top-mentioned strengths, gaps, and competitive differentiators.
- Visualize sentiment trends over time to inform product and marketing strategies.
Aggregate quotes within your reviews.
- Embed review snippets in ads, landing pages, and sales decks.
- Feed verified customer language directly into sales and ABM campaigns.
Tie customer voice to GTM impact.
- Track engagement lift, influenced pipeline, and conversion rate changes.
- Continuously refine programs using integrated analytics and buyer intent signals.
Explore Other Use Cases
FAQ: Voice-of-the-Customer Generation and Activation
How does TrustRadius collect reviews?
TrustRadius uses verified, privacy and CAN-SPAM compliant outreach campaigns triggered at the right customer moments like renewals, NPS surveys, or product milestones to collect high-quality reviews from validated users.
Can I use customer reviews outside of TrustRadius?
Yes, with a subscription. The platform enables review syndication and embeddable widgets so you can showcase verified reviews across your website, sales materials, and ad campaigns.
How are reviews moderated?
Every review undergoes a multi-step verification process, including identity confirmation and content moderation to prevent bias or fraud.
What ROI can I expect?
Customers typically see 2–3x increases in review volume, 30–40% lift in engagement on ads, and measurable pipeline impact when customer voice is integrated across GTM motions.
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