From the book: WOM works for Business-to-Business, too

This week we’re taking a look at BtoB word of mouth marketing inspired by the new chapter in the revised edition of Andy Sernovitz’ best-seller, Word of Mouth Marketing: How Smart Companies Get People Talking.

One of the most common questions we get is: Does any of this WOM stuff work for BtoB marketers?

The answer: Yep. It’s exactly the same.

It’s not about the product, it’s about the people. What motivates people to talk about business-to-consumer products is the same as what gets people to recommend a business-to-business product.

This week, we’ll dive into BtoB word of mouth marketing and share some of the specific opportunities and techniques associated with BtoB WOM. While the process is the same, here’s a few of the differences to remember:

  • BtoB word of mouth programs are often more organized, with a systematic customer referral program and a team dedicated to introducing current customers to new ones.
  • Customers are more willing to help, because they often have a closer relationship (even a partnership) with your company.
  • Salespeople are often closely involved, coordinating the process of connecting existing customers to prospects.

In the meantime, check out issue #114 of GasPedal’s You Can Be A Word Of Mouth Marketing Supergenius! newsletter for some quick BtoB tips.


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  1. Mark Bradford

    “It’s not about the product…” Totally agree. Sell yourself, your strategy, your value. Products to often wind up as a commodity.

  2. Cale Johnson

    Mark, agreed. The core fundamentals of what get people excited about companies and their products — and what gets them talking — are the same, regardless of the industry.

    Thanks for dropping a line.


    Editor at GasPedal

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