All posts by Emily Sue Tomac

Emily Sue Tomac is Research Manager at TrustRadius, where she studies reviews, the buying process, and buyers themselves. Her research aims to arm people buying software at work with the tools and information they need to work better, smarter, and easier. She's on a mission to tell their stories, and drive change in how software is bought and sold. Prior to joining TrustRadius, Emily Sue worked on research in linguistics and the digital humanities.
The Big 4 Tech Companies, Ranked From Most To Least Trusted

The Big 4 Tech Companies, Ranked From Most to Least Trusted

**On June 3, 2019, the New York Times announced that the U.S. Government will be increasing scrutiny of the big four tech companies. At this stage, the Justice Department and the Federal Trade Commission will be looking into potential antitrust violations committed by Apple, Google, Facebook, and Amazon. Originally published on May 15, 2019, our survey revealed that trust in all four of these companies is already low. Though antitrust and consumer trust are quite different, it is interesting to see the government diving into formal oversight at a time when trust for these companies is much lower than the…

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Should You Trust Social Networks As A Source Of Information? Here’s What Other Professionals Think.

Should you trust social networks as a source of information? Here’s what other professionals think.

As a human, a citizen, and a consumer you care about trust. But as a professional, trust is important, too--to your success with coworkers, customers, and your boss (or if you’re the boss, the employees you manage). Maybe you use social media to network with people you know, or want to know. Maybe you use it to keep up with industry news. Maybe it’s an important source of data, an advertising channel, a customer support channel, a recruiting tool, or a revenue source for your business. You may choose where to focus your time and efforts based on performance metrics--measuring…

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How To Compare Software Products: A Guide

How To Compare Software Products: A Guide

If you’re tasked with finding new software for your organization, or you’re curious about how the product you currently use compares to other options on the market, reviews are your secret weapon. They will help you get answers, set expectations, and save time. TrustRadius is the most trustworthy site for user reviews of business software. And the top reason buyers visit TrustRadius is to compare products! You can use TrustRadius to easily compare software products. Here’s how. 1. Create a head-to-head software comparison TrustRadius offers a comparison tool you can use to look at two or three products side by…

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How A Small Business In The Fitness Industry Used Reviews To Build Its Tech Stack

How a small business in the fitness industry used reviews to build its tech stack

From web developer to circus studio co-founder Alison Headley is a web designer with 20 years of experience. She’s no stranger to technology, but up until last year she didn’t really have any experience running a business. What she did have was a passion for aerial and circus arts.  Two years ago, Alison became a rigging apprentice at an aerial studio in St. Louis. For a year, when she wasn’t coding web pages, she was learning how to safely hang aerial hoops, silks, and trapeze equipment to hold the weight of a human. During that time, Alison and her rigging…

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Buying New Software At Work Is Hard, But These  Professionals Have A Secret Weapon, And They’re Willing To Share It With You

Buying new software at work is hard, but these professionals have a secret weapon, and they’re willing to share it with you

Do you struggle with picking the right technology product for your business? Cutting through marketing noise, figuring out how products are actually different from each other, checking in on some of the claims from sales reps, making sure you’re investing in the right choice for your organization or making the case internally to ensure the check gets signed are just some of the challenges you might face. Reviews could be the secret to vanquishing your buying process blues. Buy Right: Using reviews to make better buying decisions TrustRadius recently hosted our first-ever buyer webinar. We hosted three buyer panelists: Chris…

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How To Work Around Biased B2B Information Sources

How to Work Around Biased B2B Information Sources

B2B Tech Buyers are Wary of Biased Information Sources As a B2B technology buyer, you seek sources you can trust to give you the full scoop on a product -- how to use it as a secret weapon, all of its shortcomings, how well it plays with other tools, and what kind of ROI you can expect. You’re looking to feel secure in your choice. You know there’s no magic bullet -- and you wouldn’t trust any source that claimed to be one. In fact, according to a recent survey we did of 438 B2B technology buyers, the average buyer…

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IT Buyers Trust Hands-On Experience Above All Else

IT Buyers Trust Hands-On Experience Above All Else

IT professionals want hands-on experience before they buy new products, but look to both vendors and peers for insights to guide evaluations. As an IT professional, you likely evaluate new software tools through a different lens than other leaders in your company. Of course, in any new system, individuals across all roles care about how well it can meet your company’s needs now, and in the future, and how quickly you’ll be able to see results. But because you intimately understand the complexities of technology, and because you will probably be more hands-on during implementation, integration, and troubleshooting, you take…

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Skeptical MarTech Buyers Look For Proven ROI

Skeptical MarTech Buyers Look for Proven ROI

When the tables are turned and they’re the ones buying something, marketers turn to peers before making a decision. As a marketer, you’re savvy to all the strategies that go into transforming leads into customers, and the tools you choose for your business are an essential part of your craft. But your own expertise in attractive branding and slick messaging may give you pause when it comes to shopping for those tools. You know how to sell the benefits of your product or service effectively, which makes you hyper-aware of being sold to by other vendors. So how do you…

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2018 B2B Buying Disconnect Report: Tech Buyers Crave Greater Transparency From Vendors

2018 B2B Buying Disconnect Report: Tech Buyers Crave Greater Transparency from Vendors

Many B2B technology vendors claim to be buyer-focused and even “customer-obsessed” in their marketing, sales and product strategies. But in reality, most vendors fall short. Buyers don’t trust vendors to tell them the whole truth about their products, and it isn’t always easy for buyers to connect with customers who have relevant experience. Read on for tips and insights from the 2018 B2B Buying Disconnect Report on how your peers are navigating the buying process, including which resources they use to make confident purchase decisions, and why. Buyers Need the Whole Truth to Feel Confident Making a Purchase When you…

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Announcing The Top Rated Customer Experience Management Platforms For 2018

Announcing the Top Rated Customer Experience Management Platforms for 2018

Today, we awarded the 2018 TrustRadius Top Rated badges for Customer Experience Management Platforms. The TrustRadius Top Rated awards are unique in that they are an unbiased reflection of customer sentiment, based solely on user satisfaction scores. They are not influenced by analyst opinion, the vendor’s company size, popularity, site traffic, or status as a TrustRadius customer. Customer Experience Management (CXM or CEM) Platforms take a myriad of approaches to improving interactions with customers--from collecting and analyzing customer feedback, to unifying customer data across channels/touchpoints and providing personalized content--so products in this category do not have directly comparable features. Their…

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Announcing The Top Rated Construction Software For 2018

Announcing the Top Rated Construction Software for 2018

Today, we awarded the 2018 TrustRadius Top Rated badges for Construction Software. The TrustRadius Top Rated awards are unique in that they are an unbiased reflection of customer sentiment, based solely on user satisfaction scores. They are not influenced by analyst opinion, the vendor’s company size, popularity, site traffic, or status as a TrustRadius customer. Construction software helps general contractors, subcontractors, and building companies manage different phases of the construction process, including bidding, estimating/takeoff, project management, building information management (BIM), job site data collection and reporting, document management and collaboration, accounting, and client management. Some vendors in the space offer…

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MarTech 2017: As Technology & Best Practices Change, Collaboration Helps Marketers Succeed

MarTech 2017: As Technology & Best Practices Change, Collaboration Helps Marketers Succeed

MarTech 2017--the annual conference for senior-level marketing, IT, and digital executives and experts at the intersection of marketing, technology, and customer experience--is fast approaching. At the conference, Scott Brinker will unveil his updated MarTech landscape, ushering marketers into the latest wave of marketing technology innovations. Last year’s landscape showed 3,874 marketing technology solutions, almost twice as many as the previous year. You can check out his pre-release of the 2017 Marketing Automation category here; this piece of the landscape alone is up 36% from the 2016 version. In preparation for this year’s conference, which takes place in San Francisco May 9-11, TrustRadius talked…

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Amidst Change In HR Technology Market, Updated Guides Keep Buyers Informed

Amidst Change in HR Technology Market, Updated Guides Keep Buyers Informed

  In 2015 - 2016, HR cloud technology vendors have continued to receive massive, increasing amounts of funding from venture capital investors—so much so that the media has dubbed it an on-going “love affair.” Though legacy HR systems like PeopleSoft are still fairly common, these investors are banking on a mass migration to the cloud—and in fact, Deloitte’s 2016 Global Human Capital Trends report estimates that over 40% of companies are already working to replace their on-premise software with cloud-based HR technology. The influx of funding is largely feeding new, tiny startups that aim to solve small HR pain points, holes in the status…

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ABM Technology: What Tools Can You Use, And Where Do New Tools Fit In Your Stack?

ABM Technology: What tools can you use, and where do new tools fit in your stack?

As account-based marketing has continued to catch the attention of practitioners, marketing technology vendors, and the Marketing media, both the supply of and the demand for ABM technology has skyrocketed. New tools designed around account-based marketing challenges and best practices have entered the market; established marketing technologies have released new features to better address account-based marketing use cases (Marketo is a notable recent example, though the release is forthcoming); and some products have merely re-branded, latching on to the ABM trend. TrustRadius Research recently attended the #FlipMyFunnel Festival in Austin, a roadshow entirely dedicated to ABM. We interviewed speakers and attended sessions…

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Organizing For ABM: The Need For Joint Strategy, Metrics, & Skills

Organizing for ABM: The Need For Joint Strategy, Metrics, & Skills

As more vendors, thought leaders, and practitioners have embraced (and amplified) the account-based marketing trend, specific questions about what is needed for ABM and what type of companies should be doing ABM are becoming more widespread. Best practices for organizational structure, budget share, and technology are growing in complexity. More Marketing and Sales leaders have learned from their early ABM efforts and technology investments, and are willing to share their key learnings with peers. Accordingly, the #FlipMyFunnel Festival has grown from 1 track of presenters in San Francisco in February to 3 tracks in Austin this June. TrustRadius, a media sponsor for the show,…

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4 Steps To More Effective B2B Content Marketing

4 Steps to More Effective B2B Content Marketing

B2B marketing leaders and content marketing experts weigh in on challenges & changes in content marketing at the Marketo Marketing Nation Summit. They said content marketers should take action to improve their efforts and maximize content ROI, and shared tips for making Marketing messages more strategic, more relevant, more profitable, and more accessible. The State of Content Marketing in 2016 Content Marketing Programs Have Been Adopted But Are Still Immature Content marketing has grown in popularity as an inbound tactic for B2B marketers. The strategy involves using content to attract, engage, retain, and grow a brand audience by providing helpful information about topics that…

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2016 Peer Insights On Building A Sales Stack

2016 Peer Insights on Building a Sales Stack

  Regarding the state of Sales in 2016, Scott Albro offers this provocative piece of advice: “Companies that figure out how to adopt sales technology and mitigate risk grow a hell of a lot faster than those that don’t.” Albro’s claim—part observation, part promotion—is based on research done by TOPO, a sales process and technology consulting firm where Albro is the CEO. To some extent, this advice is self-serving, since TOPO’s business model involves advising companies about growth strategies that involve technology. However, based on TrustRadius’s independent study of sales tech buyers and users, as well as surveys done by…

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Designing An SDR Team To Get The Biggest ROI From Specialization

Designing an SDR Team to Get the Biggest ROI from Specialization

Along with account-based marketing and selling, specialization is one of the biggest trends in SaaS sales right now. Many sales leaders at high-growth B2B tech companies are following the advice offered in the bestselling book Predictable Revenue by Aaron Ross & Marylou Tyler, also supported by research findings (touted by vendors like InsideSales.com): specialist models “achieve a 7-point improvement in close ratios over a generalist model.” Specialization means to break out responsibilities and disperse expertise, so that people focus on a particular piece of a larger operation. Much of the TOPO Sales Summit conference, which happened last week in San Francisco, was focused on…

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TrustRadius Helps Buyers Navigate The Sales Technology Landscape

TrustRadius Helps Buyers Navigate the Sales Technology Landscape

TrustRadius Research aims to help buyers navigate the sales technology landscape with a new report, featuring expert and user advice on how to build your sales stack in 2016. The report is timely, because of changes underway in the market right now. Vendors are rapidly releasing new and overlapping product functionality, renaming software categories, and attaching themselves to trends and buzzwords in the Sales/Marketing space. At the same time, many businesses are looking to scale their Sales operations by creating specialized high-velocity teams, while automating and optimizing key pieces of the sales process. These initiatives can be supported by technology, so many Sales leaders…

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Sales Leaders Huddle On The Power Of Use Case Campaigns In Account-based Strategies

Sales Leaders Huddle on the Power of Use Case Campaigns in Account-based Strategies

Account-based marketing is a huge trend in the B2B software world right now, but sales leaders and experts on sales methodology are starting to ask—how does it fit into the overall scalable revenue machine? The account strategies underpinning ABM are drawn from fairly traditional Sales tactics (which are being adopted by Marketers), and, after all, ABM cannot produce its celebrated benefits without the help of Sales. So what is the role of Sales in ABM, and how can companies organize around a unified account-based strategy? At their recent Sales Summit conference, TOPO proposed a framework to establish how the relationship between…

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Totango Summit 2016: Key Learnings

Totango Summit 2016: Key Learnings

Note: this article was first published 4/8/16 on CustomerThink. Last week (March 21-22), Totango hosted their annual Customer Success Summit, which brought together leaders who manage Customer Success teams and tech vendors whose software products are used to facilitate customer success strategies. Totango provides customer success management software, which includes user monitoring, alerts about customer health, analytics, nurture campaigns, and BPM tools. Their product is part of a growing practice where B2B companies are focused on making sure their customers are deriving continuous value from their product, to ensure retention, growth and advocacy. Several other vendors, like Gainsight, Bluenose Analytics, Amity, Preact, Natero, and Churnspotter, also provide software designed to…

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Trends In MarTech: Analytics – What Stops Marketers From Being Truly Data-Driven?

Trends in MarTech: Analytics – What Stops Marketers From Being Truly Data-Driven?

  This year’s MarTech Conference was abuzz with talk about how to enable agile marketing. The short answer? With data. Marketing thought leaders and exhibiting vendors debated what it means to be a data-driven marketer--what type of data helps your marketing strategy, what too much data looks like, and how marketers can use technology to more effectively manage and operationalize data insights. The Marketer's Data Dilemma One group of vendors, in particular, evangelized the importance of real-time data, comprehensive cross-channel dashboards, ROI attribution, and actionable insights made accessible to Marketing without intervention from the data scientists. BrightFunnel, Bizible, Beckon, Datorama, Allocadia, Origami Logic, Impact Radius, and Full…

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TOPO Sales Summit 2016 Overview

TOPO Sales Summit 2016 Overview

3/30/2016 Sales Leaders from High Growth Companies Come Together to Discuss Organization, Process, Pipeline Development, and Technology at the TOPO Sales Summit. On April 7-8 Sales Leaders will gather at Pier 27 in San Francisco for the first TOPO Sales Summit. TOPO is a research and consulting firm that helps Sales and Marketing teams develop a high-growth revenue stack consisting of processes, plays, people, technology and metrics. The conference is organized around four topics: Sales leadership, Inside sales, Sales development, and Sales technology. It promises to give attendees insight into how the most effective sales leaders have been able to drive scalable revenue growth.…

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Fastest Growing Social Media Management Software For 2016

Fastest Growing Social Media Management Software for 2016

  As we head into 2016, we took a look at trends in the social media management landscape. Here’s the year in review: several vendors gained visibility on TrustRadius over the last year, while others fell in the ranks—and these changes in buyer research activity seem to be a function of continuing social M&A. Check out our stack rank chart, based on changes in website traffic over the last year, below.  Spredfast, Oracle, Sprinklr, and NetBase are Fastest-Growing SMMS Vendors on TrustRadius A Closer Look at Growth, Research Frequency & Company Status Sprinklr, NetBase, Spredfast, and Oracle SRM gained the most…

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