Review Sites & Reputation

B2B SaaS

Brand: Confidential

Overview

I run the review site and reputation strategy for a B2B SaaS platform offering scheduling, time tracking, payroll, and HR tools for hourly workers and small businesses. I took the program over with no review cadence, no direction, and no repeatable system tying review growth to business priorities, and built that framework from scratch across G2, Gartner, and Trustpilot.

The Problem

Review presence was unmanaged and working against the brand in places. There was no invitation cadence, no category strategy, and no connection between review growth and the rankings the business actually needed to win. On Trustpilot, the only reviews coming in were one-star organic complaints, dragging down the trust score buyers see first. Across G2 and Gartner, strong, current coverage was missing at exactly the moment AI search and answer engines began leaning on these sites to describe and recommend products.

What I Did

I built a purpose-built engine for each channel. On G2, I created a review dashboard with Data and Analytics and run invitation campaigns on a steady cadence, pushing multiple categories into the top 10. On Gartner, I built an automated campaign through Iterable with Lifecycle Marketing that invites best-fit customers at the right moment in their journey, filtered by ICP, and I tune it continuously against performance. On Trustpilot, an organic channel, I stood up a BCC-to-Iterable automation across three lifecycle campaigns with branded email templates matched to company branding, reversing a stream of negative reviews into rising, defensible trust. Across all three, I track progress weekly, bring the data into team meetings, pattern recurring themes into reports that help the product team fix issues at the source, and turn the wins into assets the business uses, including listicle placements that strengthen LLM visibility and badges that lift website conversion.

Results

• Ranked #1 across 13 new G2 reports, up from a single report

• G2 badge coverage grew from 8 to 35

• Double-digit Gartner review growth with average rating climbing from 4.3 to 4.6

• +520% Trustpilot service reviews since automation launch (organic, non-incentivized)

• Trustpilot average star rating more than tripled, with a rising trust score reversing a negative trend

• High-authority placements increasing visibility across major LLMs and AI-powered search platforms