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The Review Gap: Why Buyers (and AI) Pass You Over, and How to Fix It
How to close the gap between the experience you deliver and the reviews that prove it, using well-timed text messages.
November 19, 2026 @ 11:00 AM EST
When someone asks ChatGPT, Gemini, or Google's AI Overviews who to hire, reviews play a big part in deciding which businesses get recommended and which get skipped.
Most businesses have plenty of happy customers. What they don't have is the reviews to show for it.
The ask comes too late, lands in an inbox nobody checks, or never gets sent at all.
That's the review gap, and it quietly costs you deals you never knew you were in the running for.
The fix is simpler than most teams expect: ask at the right moment, in the channel people actually answer.
In this session, IMPACT, Salesmsg, Trustpilot, and HubSpot walk through exactly how to close the gap.
What we'll cover
- How reviews influence which businesses buyers shortlist and which ones AI tools recommend
- The moments in the customer journey when a review request is most likely to get a yes
- How to use well-timed emails and text messages to ask for reviews without feeling pushy
- Automating review requests in HubSpot so they go out at the right time, every time
Who it's for
Business owners, marketers, and sales and service leaders who know their customers are happy but don't have the reviews to prove it.
Meet Your Speakers
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As a coach, Allison pushes teams into the uncomfortable conversations about people and process that quietly stall marketing and sales results. She leads with questions, not directives, and keeps the work tied to revenue rather than activity for its own sake. Clients describe her as someone who shoots straight and gets things done. A lot of her value shows up in helping a team slow down long enough to figure out which initiative actually matters, then pointing their energy there.
As a coach, Allison pushes teams into the uncomfortable conversations about people and process that quietly stall marketing and sales results. She leads with questions, not directives, and keeps the work tied to revenue rather than activity for its own sake. Clients describe her as someone who shoots straight and gets things done. A lot of her value shows up in helping a team slow down long enough to figure out which initiative actually matters, then pointing their energy there.
At Salesmsg I built the partnerships function from scratch and, as a one-person team, turned it into a structural revenue channel - reversing two years of decline and returning the channel to growth. Partner-influenced share of company net-new ARR climbed roughly 4x off a 9% baseline to about a third of the total; active agency partners grew from 2 to 18; partner-sourced ARR is pacing at 109% of its full-year plan with a quarter still to go; and I launched a reseller motion from scratch to 267% of its first-year target. Before Salesmsg, I scaled the TapClicks marketplace to 500+ agencies across 350+ integrations. The playbook for turning an ecosystem into distribution repeats.
At Salesmsg I built the partnerships function from scratch and, as a one-person team, turned it into a structural revenue channel - reversing two years of decline and returning the channel to growth. Partner-influenced share of company net-new ARR climbed roughly 4x off a 9% baseline to about a third of the total; active agency partners grew from 2 to 18; partner-sourced ARR is pacing at 109% of its full-year plan with a quarter still to go; and I launched a reseller motion from scratch to 267% of its first-year target. Before Salesmsg, I scaled the TapClicks marketplace to 500+ agencies across 350+ integrations. The playbook for turning an ecosystem into distribution repeats.
Jian Lee is a Channel Partner Manager at Trustpilot, where he works with digital marketing agencies to help their clients turn customer reviews into trust and growth. He builds partner relationships, supports agencies through complex sales, and runs training programs that help partners put Trustpilot to work for the businesses they serve. Before Trustpilot, Jian was a Channel Partner Manager at Aircall.
Jian Lee is a Channel Partner Manager at Trustpilot, where he works with digital marketing agencies to help their clients turn customer reviews into trust and growth. He builds partner relationships, supports agencies through complex sales, and runs training programs that help partners put Trustpilot to work for the businesses they serve. Before Trustpilot, Jian was a Channel Partner Manager at Aircall.
Currently building HubSpot's agentic automation platform (Agent Hub). Previously worked in HubSpot's Ecosystem group building world-class native integrations for customers and extensibility for third-party app developers.
Currently building HubSpot's agentic automation platform (Agent Hub). Previously worked in HubSpot's Ecosystem group building world-class native integrations for customers and extensibility for third-party app developers.
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When someone asks ChatGPT, Gemini, or Google's AI Overviews who to hire, reviews play a big part in deciding which businesses get recommended and which get skipped.
Most businesses have plenty of happy customers. What they don't have is the reviews to show for it.
The ask comes too late, lands in an inbox nobody checks, or never gets sent at all.
That's the review gap, and it quietly costs you deals you never knew you were in the running for.
The fix is simpler than most teams expect: ask at the right moment, in the channel people actually answer.
In this session, IMPACT, Salesmsg, Trustpilot, and HubSpot walk through exactly how to close the gap.
What we'll cover
- How reviews influence which businesses buyers shortlist and which ones AI tools recommend
- The moments in the customer journey when a review request is most likely to get a yes
- How to use well-timed emails and text messages to ask for reviews without feeling pushy
- Automating review requests in HubSpot so they go out at the right time, every time
Who it's for
Business owners, marketers, and sales and service leaders who know their customers are happy but don't have the reviews to prove it.
Meet Your Speakers
As a coach, Allison pushes teams into the uncomfortable conversations about people and process that quietly stall marketing and sales results. She leads with questions, not directives, and keeps the work tied to revenue rather than activity for its own sake. Clients describe her as someone who shoots straight and gets things done. A lot of her value shows up in helping a team slow down long enough to figure out which initiative actually matters, then pointing their energy there.
As a coach, Allison pushes teams into the uncomfortable conversations about people and process that quietly stall marketing and sales results. She leads with questions, not directives, and keeps the work tied to revenue rather than activity for its own sake. Clients describe her as someone who shoots straight and gets things done. A lot of her value shows up in helping a team slow down long enough to figure out which initiative actually matters, then pointing their energy there.
At Salesmsg I built the partnerships function from scratch and, as a one-person team, turned it into a structural revenue channel - reversing two years of decline and returning the channel to growth. Partner-influenced share of company net-new ARR climbed roughly 4x off a 9% baseline to about a third of the total; active agency partners grew from 2 to 18; partner-sourced ARR is pacing at 109% of its full-year plan with a quarter still to go; and I launched a reseller motion from scratch to 267% of its first-year target. Before Salesmsg, I scaled the TapClicks marketplace to 500+ agencies across 350+ integrations. The playbook for turning an ecosystem into distribution repeats.
At Salesmsg I built the partnerships function from scratch and, as a one-person team, turned it into a structural revenue channel - reversing two years of decline and returning the channel to growth. Partner-influenced share of company net-new ARR climbed roughly 4x off a 9% baseline to about a third of the total; active agency partners grew from 2 to 18; partner-sourced ARR is pacing at 109% of its full-year plan with a quarter still to go; and I launched a reseller motion from scratch to 267% of its first-year target. Before Salesmsg, I scaled the TapClicks marketplace to 500+ agencies across 350+ integrations. The playbook for turning an ecosystem into distribution repeats.
Jian Lee is a Channel Partner Manager at Trustpilot, where he works with digital marketing agencies to help their clients turn customer reviews into trust and growth. He builds partner relationships, supports agencies through complex sales, and runs training programs that help partners put Trustpilot to work for the businesses they serve. Before Trustpilot, Jian was a Channel Partner Manager at Aircall.
Jian Lee is a Channel Partner Manager at Trustpilot, where he works with digital marketing agencies to help their clients turn customer reviews into trust and growth. He builds partner relationships, supports agencies through complex sales, and runs training programs that help partners put Trustpilot to work for the businesses they serve. Before Trustpilot, Jian was a Channel Partner Manager at Aircall.
Currently building HubSpot's agentic automation platform (Agent Hub). Previously worked in HubSpot's Ecosystem group building world-class native integrations for customers and extensibility for third-party app developers.
Currently building HubSpot's agentic automation platform (Agent Hub). Previously worked in HubSpot's Ecosystem group building world-class native integrations for customers and extensibility for third-party app developers.
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