From the Trenches is a Blastra series featuring practitioners solving real problems at work - one shot at a time.
TeamViewer is one of the few software products actively winning awards and responding to reviews across more than eight review platforms - including G2, TrustRadius, Gartner Peer Insights, and others.
I'm the Senior Customer Experience Manager at TeamViewer, and this became my work because I saw an opportunity - and because once you start looking at how buyers and AI find and evaluate software, you can't unsee it.
Here are some of TeamViewer's recognitions: 167 badges on G2 with number-one rankings in 56 reports, a Top 2 Best IT Infrastructure Software award in G2's 2026 Best Software Awards, over 120,000 reviews on Trustpilot, the 2026 TrustRadius Buyer's Choice Award and Trusted Seller recognition, the number-one MSP Software spot in Capterra's Shortlist, and a strong presence on Gartner Peer Insights and SoftwareReviews - with active, maintained profiles across eight review and directory platforms.
What I Walked Into
TeamViewer is a company with over 600,000 customers, with businesses from SMB to enterprise, across all markets and industries. When I started focusing on our review platform presence, the foundations were solid - we had profiles on the major platforms and reviews were coming in organically. But each platform had grown independently. I felt we needed a unified approach, one that connected them into a coordinated ecosystem and treated the full picture of where buyers find us as a single strategic surface.
The thing about a company like TeamViewer is that different buyers arrive from different directions. An enterprise procurement team evaluating seven-figure infrastructure investments might start on Gartner Peer Insights. A mid-market IT manager might find us on Capterra. A CTO doing quick research might check G2. And increasingly, AI systems synthesize data from platforms they deem trustworthy and relevant to a specific user when they ask for a recommendation.
Discovery is becoming more fragmented, not less - and that fragmentation is exactly why multi-platform presence matters more now than it did even two years ago. You don't control where any given buyer or algorithm lands first, so you have to be solid everywhere.
Eight Platforms, From Public Trust to Analyst Boardrooms
What makes this work interesting is the range. Our platform portfolio starts with Trustpilot, where over 120,000 reviews from both B2B and consumer users create a public trust signal visible to anyone, with close to 100 million visits per month - and extends all the way to Gartner Peer Insights, where enterprise IT buyers operate within the analyst ecosystem and purchasing decisions carry seven-figure price tags. These two platforms sit at opposite ends of a spectrum, and it's not immediately clear that there's value in covering both. In between, each platform serves a distinct function, and to be successful, the presence has to be adapted accordingly.
Four Teams, One Source of Truth
Getting from independent profiles to a coordinated presence across eight platforms required organizing four internal teams: brand owns visual identity and messaging guidelines, product marketing owns feature descriptions and positioning, marketing owns campaign-related content, and communications handles anything public-facing. Every listing update touches multiple teams, so the first thing I did was create a single source of truth that everyone could reference.
The operational details aren't glamorous, but I built a strategy and a framework around it. It takes months to work through a full refresh across all platforms, but the collective effect is stronger than any single listing.
Why Review Responses Matter
Volume without engagement is just noise. Our community team handles review responses across platforms - personalizing where it matters, and automating where scale demands it. At over 120,000 reviews and counting, you have to be pragmatic about where human attention goes.
The principle is straightforward: respond to everything, but invest the most effort where it can change outcomes. Positive reviews get genuine appreciation - no matter our scale, we care about every single one, because someone took time out of their day to vouch for us. Negative reviews get attention and, where possible, resolution. When a customer updates their rating after an issue gets fixed, that's a signal other buyers trust - because it's earned, not manufactured. This is the best way for us to demonstrate how we treat our customers and value the experience of each one of the hundreds of thousands of them.
The Conventional Thinking Doesn't Hold Up
Here's what surprised me when I started looking at the industry landscape: even the largest companies, including some of our competitors, with bigger teams than ours, typically focus on only two or three platforms. The conventional approach is to pick one or two directories, invest there, and call it done. You can tell which platforms a company is managing and which ones they're not. A company might be performing well on G2 - top badges, strong positioning - and then you check their Trustpilot page and the rating is low, nobody's responding to reviews, and the listing is outdated. The gap is visible, and buyers notice. They don't tell you what they saw; they just move on to another option.
Being consistently present and well-ranked across eight platforms is rare. I know how much effort it takes because I live it, and I can see what happens when that effort compounds. AI is accelerating this. Leadership teams are starting to pay attention, and investments in third-party presence are growing across the industry - because when the next generation of buyers asks an AI for a recommendation, the answer will come from these platforms.
A Function That Doesn't Have a Name Yet
I've tried to define what I do using existing job titles - brand reputation manager, performance marketing, platform expert, platform advisor - and none of them quite fit. The work spans directories, review strategy, marketplace positioning, customer advocacy, and competitive intelligence. It touches product marketing, customer marketing, brand, communications, product management, sales enablement, campaigns, and more - but it doesn't sit neatly in any one of those teams.
Some call it program management, but a program manager isn't always given the authority to move things forward across teams. This is a strategic role - one that requires buy-in from leadership for prioritization and enablement. Even in flat organizations, it's difficult to lead cross-functional work if you're not recognized as the person responsible for it. I think as more companies start paying attention to their third-party presence, this will become a more defined function - with the title and authority to match. It's getting there.
Pick Three Platforms and Build From There
If you're reading this and your company's review platform presence needs attention, start with the fundamentals. Know every platform where you're listed. Know what each listing says. Know who owns each element internally. Build a system for cycling through updates.
Don't try to be everywhere at once. Pick your top three or four platforms, build your process there, prove that it works, and then expand. The long-tail platforms matter - but only after your core presence is solid.
Awards Need to Be Promoted
Once you're successful, don't be shy about showcasing your awards. Use all channels available to you, and just as you already let your customers speak, now let your employees do the talking. Employee advocacy - sharing recognition on LinkedIn, Instagram, Facebook - is always a great way to celebrate and expand your wins.
Customer advocacy brought you here; employee advocacy should drive you now. Website, slide decks, email signatures - none of these should be forgotten.
Platform by Platform Breakdown
Here's what each platform in our portfolio looks like - you can see which ones are right for you.
Trustpilot
Trustpilot is founded on trust - it's not a platform designed for software buyers specifically, but for all consumers. That's what makes it powerful. It touches the human side, builds credibility, and even more so when you show up and reply to ratings. The sheer scale of reviews gives it weight that other platforms don't have, and a high Trustpilot score combined with high volume really makes a company stand out as a serious business partner. Review depth is not Trustpilot's strength - for software companies, it's not a must-have - but it's a great trust builder that reinforces the freemium approach. Trustpilot is also betting on the AI world, which makes the platform increasingly relevant as a trust signal for both humans and machines.
Capterra
Capterra reaches a broader market - small and mid-size businesses researching tools for the first time. What's less understood about Capterra is that it's multilingual and ranks extremely high for local searches not only in the US but also in multiple European countries and beyond. TeamViewer reaches a global audience and searches in multiple languages matter a lot to us. Capterra also allows per-category description customization, which means that when you're listed in 20-plus categories, you get a chance to speak to a specific buyer's needs - or to waste it with generic copy. Personalization, of course, multiplies the content workload, but on Capterra purchasing decisions are made faster and with its PPC functionalities you are less dependent on review volume and more on the right messaging, so you want to take a shot.
SoftwareReviews
SoftwareReviews is a growing and increasingly relevant directory from Info-Tech Research Group. It's strong on the research side - more enterprise-focused than some of the others, and becoming more visible in AI-powered search results. The platforms that invest in structured, research-grade data are the ones that AI will lean on most heavily.
G2
G2 is where mid-market and enterprise buyers go to compare tools side by side. The Grid reports and category rankings matter in procurement decisions. The awards and recognitions that we earn there via reviews matter a lot because they come from verified users on a third-party platform, not from us. G2's influence in the enterprise segment is stronger than many seem to understand. In addition, G2 also gives us something harder to get elsewhere: buyer intent data and competitor benchmarking that feeds directly into how we position ourselves.
TrustRadius
TrustRadius serves mid-market and enterprise buyers and focuses on depth. Leaving a detailed review on any of these platforms requires real effort from the reviewer - each review is someone taking time out of their day to share their experience - but TrustRadius reviews tend to be the longest and most detailed of all. This helps build an analyst-friendly narrative and enhance product credibility.
Gartner Peer Insights
Gartner Peer Insights is the analyst-adjacent platform for enterprise IT buyers. Being rated well there puts you in front of the people making the largest purchasing decisions - and for AI pulling recommendations from authoritative sources, Gartner's data is hard to beat. This directory informs the Magic Quadrant analysts, and if you sell to enterprise, it's the place to be. But the platform requires a lot of work and some serious maintenance.
The Rest of the Portfolio
The remaining platforms in our portfolio - including SourceForge and IT Reviews (for the Japanese market) - round out our coverage in specific markets and geographies. I treat each one as a surface where a buyer or an AI system might encounter us.
Have a story from the trenches? Drop us a line at ceo@blastra.io
Related Reading
- Introducing Visibility Posture: What Your Directory Presence Actually Looks Like — See where you stand and how your presence looks across platforms
- Gartner Peer Insights Guide: How to Earn Customers' Choice — How the platform works and what it takes to get recognized
- G2 Badges Guide: How to Earn Badges — What drives G2 badge awards and how to earn them
- TrustRadius Badges Guide: How to Earn Awards — How TrustRadius recognition works
- Capterra Badges Guide: How to Earn Badges — What Capterra looks for and how to stand out
- How Trustpilot TrustScore Recognition Works for B2B SaaS — Why Trustpilot matters beyond consumer reviews
- 25 Software Badges That Should Matter More Than a Reddit Thread — What badges actually signal to buyers and AI