Word-of-mouth (WOM) gets executives to buy, according to the "Driving Word of Mouth Advocacy Among Business Executives: The Experiential Marketing Connection" report, conducted by the Keller Fay Group and sponsored by Jack Morton Worldwide.
Half of those surveyed said that WOM would both get them to buy and pass along the word themselves.
So how does that word get spread? Mostly face to face.
Other surveys have confirmed WOM's primacy in B2B marketing. Nearly half the respondents in a MarketingSherpa and
CNET study said WOM had the highest impact on buying decisions for technology and services. Online tactics made up 11 out of the 18 "influences" cited by respondents, led by online magazines, e-mail newsletters from "a company you know" and natural search listings.
"One-to-one communications make the difference in the B2B industry," says eMarketer Senior Analyst Lisa Phillips. "Word-of-mouth can be generated from trade events such as shows and conferences. The Internet helps to sustain marketing momentum."
Before a WOM campaign can work, however, companies must have already established themselves as customer-friendly. Having satisfied customers was cited as the most important factor by 53.3% of the 122 marketers surveyed by Osterman Research for BoldMouth. A very distant second, at 27.5%, was having "great products or services."
Without satisfied customers, there was nothing for WOM marketers to talk about.