Word of Mouth – #1 influencer in B2B purchasing decisions

Keller Fay Group last week released the results of a study on influencers in B2B purchasing decisions. The study was based on an online interviews with 700 executives in the US and UK conducted between March and April, 2007. The results indicated that the #1 influencer in B2B purchasing decisions was Word of Mouth (surprise, surprise).

What surprised me most was that 75% of these “word of mouth” recommendations among executives was happening “offline” as opposed to the digital world. Emails only contributed 3% and blogs just 1%.

The study also calculated the net advocacy scores (% of positive recommendations – % of negative or mixed recommendations) for some major product categories such as Financial products and services, Computer hardware and software, wireless hardware, telecom providers and cable companies, automotive and healthcare.

The lowest advocacy score was for computer software (score of 3) and the highest was for financial investments (52).

More details can be found at Jack Morton’s website.

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