Word of mouth influences more than 90% of B2B purchases. Yet, almost every B2B company takes it for granted. They just assume that customers will talk about the business. But that’s not how people really behave, is it?
We discuss things that we don’t expect and ignore things we do expect.
From a word-of-mouth perspective, B2B companies almost reflexively make the same mistake: thinking that competency creates conversation. Being a “good” company might keep your customers happy, but it gives those customers no raw materials with which to tell your story.
