Does Word of Mouth Work in the B2B Environment?April 18, 2008
Word of mouth can and does work in the B2B space. In an interview with the Word of Mouth uber guru Andy Sernovitz,Dupont Corporation executive Gary Spangler indicates that B2B marketers are increasingly mirroring the behaviors of their B2C counterparts in terms of seeking out referrals, customer reviews and testimonials.
In his book Word of Mouth Marketing: How Smart Companies Get People Talking, Sernovitz cites Conference Calls Unlimited. If you don’t believe that word of mouth works in the B2B space, check out their website. Now here is a B2B firm that shifted all its advertising spending to customer service. This laser focus on providing their customers with a superior experience creates a loyal customer base that provide the referrals, reviews and testimonials that Spangler mentions.