Editor’s Note: Learning how to navigate an increasingly complex marketing technology landscape is something that continues to challenge many marketers. Tag management helps brands easily deploy, manage and integrate their disparate applications and data, but what about the front end of that process – the technology selection process? According to a recent report by Tealium and the CMO Council, entitled “Quantify How Well You Unify: The Business Impact of Marketing Technology Integration,” 48 percent of senior marketers said “Selecting the Right Technologies” was one of their core technology challenges. Today, we look at a company that helps business and IT professionals make smarter decisions about choosing the right solutions for their organizations. TrustRadius, founded last year in Austin, Texas, uses crowd-sourcing technology to deliver comprehensive peer-based product reviews and analysis reports that have traditionally been the domain of industry analyst firms. We invited Vinay Bhagat, founder and CEO of TrustRadius, to answer a few of our questions.
1. Tell us about TrustRadius—what it does and the core audience.
TrustRadius is like a curated Yelp for business software, or a community-based alternative to technology analysts like Gartner and Forrester. We help professionals make informed, confident software-selection decisions through: 1) crowd-sourcing real user reviews; 2) enabling peer-to-peer communication; and 3) authoring sector analyses and buyer’s guides for marketing automation, digital analytics, A/B testing, and more.
We believe that business software is a strategic purchase—you need to not only trust a review, but also understand the person’s context and hear a fair amount of detail about how a product performs on different dimensions. A typical review on TrustRadius is over 400 words, and some extend into the thousands. All of our reviews are structured—we ask a series of questions to guide a reviewer. Basic reviews consist of seven questions. Reviews can be updated and augmented at any time and our library contains about 100 different questions that people can opt to answer. Here’s a great example. (more…)