A recent study of US and UK business executives by the Keller Fay Group found that word of mouth is far more influential than any other communication channels in B2B purchase decisions. On average, word of mouth has twice the influence of advertising, direct mail or press coverage in B2B circles.

The study also found that personal experience with a brand or service is by far the biggest catalyst for recommendation, with 86% of the executive’s word of mouth based on first-hand experience. 60% of word of mouth conversations include advice to buy try or consider a brand. The results clearly demonstrate that the value of face-to-face conversation and brand experience is as strong in the B2B world as it is in the B2C sector.