Word of mouth is the most influential factor in BtoB purchase decisions, according to a 2006 Keller Fay. The study focused on US and UK executives and found that word of mouth has more than twice the influence of advertising, direct mail, or press coverage.
Other findings include:
- 86% of executives say they recommend a brand or service based on first-hand experience
- 60% of word of mouth conversations include advice to buy, try, or consider a brand
- Fewer than one in 10 conversations advise avoiding a brand
