Over at eMarketer, they’ve compiled some recent reports that suggest executives in business to business industries rely heavily on referrals and word of mouth, when making buying decisions.
“One-to-one communications make the difference in the B2B industry,” says eMarketer Senior Analyst Lisa Phillips. “Word-of-mouth can be generated from trade events such as shows and conferences. The Internet helps to sustain marketing momentum.”
Internet channels also look like they’re playing a strong part in influence business buying decisions. Who’s influenced by what they see on the web?
- Online magazines influence 36.5%
- Search engine natural listing 24.1%
- Technology blogs 19.6%
- Media/analyst blogs 10%
- Paid search ads 6.8%
- Vendor blogs 4.6%
- Unsolicited email 4%
- RSS feeds 3.6%
- Podcasts 2.7%
Seems to demonstrate that you can’t buy influence, it has to be earned from a third-party.