Word-of-mouth is a key purchase influencer for consumers, and it appears to also have a strong sway over purchase decisions for business software.
48.6% of executives surveyed say that the quantity of content provided to salespeople meets or exceeds expectations.
81% and 80% of respondents, respectively, said email marketing drives customer acquisition and retention.
Only 3 in 10 B2B professionals surveyed have a formalized referral program in place.
Word-of-mouth works in B2C marketing and it sustains its power in the B2B world too
Customer and employee referrals ruled when it came to this part of the pipeline, as 14.7% of referral leads that converted to opportunities resulted in a sale.
3.63% of B2B leads generated from customer and employee referrals resulted in a sale.
Email marketing (house list), with 66% rating this channel as having a very (30.4%) or somewhat (35.6%) low cost.
Aside from referrals, Senior-level marketers most often learn about new agencies from emails (57%), industry conferences (53%) and calls (40%).
Email remains the most popular lead generation channel with 87% of survey respondents planning its use this year.