{"id":4168,"date":"2016-04-27T16:44:36","date_gmt":"2016-04-27T14:44:36","guid":{"rendered":"https:\/\/chartmogul.com\/blog\/?p=4168"},"modified":"2025-01-30T09:10:10","modified_gmt":"2025-01-30T08:10:10","slug":"b2b-word-of-mouth","status":"publish","type":"post","link":"https:\/\/chartmogul.com\/blog\/b2b-word-of-mouth\/","title":{"rendered":"The Grapevine of B2B: how word of mouth actually works"},"content":{"rendered":"\n<p><em>You can also listen to this piece in podcast form here, or <a href=\"https:\/\/itunes.apple.com\/gb\/podcast\/saas-open-mic\/id1067803742?mt=2\" target=\"_blank\" rel=\"noopener noreferrer\">subscribe on iTunes<\/a>:<\/em><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-embed-handler wp-block-embed-embed-handler\"><div class=\"wp-block-embed__wrapper\">\n<simplecast-player shortlink=\"https:\/\/saas-open-mic-by-chartmogul.simplecast.com\/episodes\/2cab2c13\"><\/simplecast-player>\n<\/div><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>I still remember the first time I saw <a href=\"https:\/\/trello.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trello<\/a>. A few years ago, working at a dynamic, fast-growing startup, a coworker showed me her Trello board for managing an overhaul of our new employee onboarding, one random day during a one-off meeting. I was interested to check it out, but we needed to move on to tahe topic at hand. So she sent me an email invitation in a couple clicks. And we moved on.<\/p>\n\n\n\n<p>A few days later when I got around to signing up, I created my own board \u2014 and I was hooked. What a relief from the mess of hand-written to-do lists and cluttered gCal deadlines.&nbsp;Using&nbsp;it to track anything I was accountable for, I showed it to the&nbsp;founder in our weekly 1:1 meeting. Right there I added him to the board via email invitation, in a couple clicks.<\/p>\n\n\n\n<p>From then on Trello boards served as guides for everyone\u2019s check-ins with him. And within a few weeks our entire 50 person team was using Trello to manage various projects, with some smaller groups upgrading to a premium plan.<\/p>\n\n\n\n<p>Such is the power of word of mouth in a B2B setting. Or one form of it. My Trello experience is a great example of internal WOM, coworker referral. But there are other forms. And all combine to make word of mouth <strong>the single greatest driver of B2B customer growth.<\/strong><\/p>\n\n\n\n<p>Don\u2019t believe me?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Customers say it\u2019s the most important influence in their buying decisions. Founders say it\u2019s the most important customer acquisition channel, whether at the earliest stage or at scale.<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>91% of B2B buyers are influenced by word-of-mouth when making their buying decision. [<a href=\"http:\/\/www.incite-group.com\/brand-management\/how-social-media-amplifies-power-word-mouth\" target=\"_blank\" rel=\"noopener noreferrer\">USM<\/a>]<\/li>\n\n\n\n<li>61% of IT buyers report that colleague recommendations are the most important factor when making a purchase decision. [<a href=\"https:\/\/www.getambassador.com\/blog\/word-of-mouth-marketing-statistics\" target=\"_blank\" rel=\"noopener noreferrer\">B to B Magazine<\/a>]<\/li>\n\n\n\n<li>WOM is the leading influence in purchasing decision in developing markets. [<a href=\"http:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/a-new-way-to-measure-word-of-mouth-marketing\" target=\"_blank\" rel=\"noopener noreferrer\">McKinsey &amp; Company<\/a>]<\/li>\n\n\n\n<li>\u201cUltimately, almost all software companies end up getting ~80% or so of their new customers from their existing customers once they hit scale. From referrals. From brand. From word of mouth.\u201d [<a href=\"https:\/\/www.saastr.com\/what-percentage-of-sales-in-a-saas-startup-should-come-from-referrals\/\" target=\"_blank\" rel=\"noopener noreferrer\">Jason Lemkin<\/a>]<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image wp-image-4175 size-full\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"545\" height=\"400\" src=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/McKinsey-devmkt.jpg\" alt=\"word of mouth b2b\" class=\"wp-image-4175\" srcset=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/McKinsey-devmkt.jpg 545w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/McKinsey-devmkt-300x220.jpg 300w\" sizes=\"auto, (max-width: 545px) 100vw, 545px\" \/><figcaption class=\"wp-element-caption\">Source: mckinsey.com. McKinsey&#8217;s data shows that word of mouth is a top influence in consumer behavior, the highest in developing markets.<\/figcaption><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">On top of all of this, word of mouth helps you <strong>outperform competitors. <\/strong><\/h3>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cFor those unsure about actively managing word of mouth, consider this: the incremental gain from outperforming competitors with superior television ads, for example, is relatively small. That\u2019s because all companies actively manage their traditional marketing activities and all have similar knowledge. With so few companies actively managing word of mouth\u2014the most powerful form of marketing\u2014the potential upside is exponentially greater.\u201d <a href=\"http:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/a-new-way-to-measure-word-of-mouth-marketing\" target=\"_blank\" rel=\"noopener noreferrer\">McKinsey<\/a><\/p>\n<\/blockquote>\n\n\n\n<p>Scratch \u201csuperior television ads\u201d for something more modern and digital, like adwords and SEO, and you have the case for B2B WOM management.<\/p>\n\n\n\n<p>Whether it\u2019s gaining a new customer, or expanding the volume of a customer (i.e. the number of seats they pay for), WOM is most likely the driving force behind that growth. WOM can work differently for B2B. And within B2B, differently between small business customers and enterprise customers. The trick is to know the who, what, when, where, and why.<\/p>\n\n\n\n<p>Once you know those things, you can harness word of mouth and even spur it on.<\/p>\n\n\n\n<h1 class=\"wp-block-heading\">Why people share<\/h1>\n\n\n\n<p>To dive deep into the psychology of WOM\u2026 Jonah Berger, a marketing professor at Wharton, published <a href=\"http:\/\/jonahberger.com\/books\/contagious\/\" target=\"_blank\" rel=\"noopener noreferrer\">Contagious: Why Things Catch On<\/a>. In it, he examines why some products get more word of mouth than others, and \u201chow consumers make decisions, how ideas diffuse, and how social influence leads people to imitate (or avoid) what others are doing.\u201d<\/p>\n\n\n\n<p>He boils contagion \u2014 or viral popularity, if you prefer that \u2014 down to <a href=\"https:\/\/medium.com\/the-nonfiction-zone\/breakdown-of-contagious-why-things-catch-on-by-jonah-berger-a50e83a2f28a\" target=\"_blank\" rel=\"noopener noreferrer\">6 principles<\/a>:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Social Currency<\/li>\n\n\n\n<li>Triggers<\/li>\n\n\n\n<li>Emotions<\/li>\n\n\n\n<li>Public (Observability)<\/li>\n\n\n\n<li>Practical value<\/li>\n\n\n\n<li>Stories<\/li>\n\n\n\n<li><\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<p class=\"video-container\"><youtube-video videoid=\"yIUTE6t1Qcc\"><\/youtube-video><\/p>\n<\/div><\/figure>\n\n\n\n<p>As I explore word of mouth and how it works for B2B in particular, I\u2019ll point out where Berger\u2019s principles apply.<\/p>\n\n\n\n<h1 class=\"wp-block-heading\">So, why do B2B customers share?<\/h1>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The most basic reason someone would share is that\u2026 <strong>you\u2019ve made a great product<\/strong>. You\u2019ve solved a real problem in a compelling way.<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cIf your product is good and solves a need better than other existing solutions, you should experience steady growth just from word of mouth. That&#8217;s a big indicator of product\/market fit &#8211; and if it&#8217;s not happening, you know that you haven&#8217;t achieved PMF yet.\u201d &#8211; <a href=\"https:\/\/www.quora.com\/What-are-the-typical-top-sources-of-customers-for-early-stage-SaaS-companies\" target=\"_blank\" rel=\"noopener noreferrer\">Steli Efti<\/a><\/p>\n<\/blockquote>\n\n\n\n<ul class=\"wp-block-list\">\n<li>They want their brand or company to be <strong>perceived in a certain way<\/strong>, particularly cool or innovative.&nbsp;<em>Jonah Berger\u2019s principle #1, Social Currency<\/em>\n<ul class=\"wp-block-list\">\n<li>This is especially&nbsp;the case with enterprise customers, who are notoriously more careful about sharing with products they use, much less endorsing them.<\/li>\n\n\n\n<li>So, how do you go about encouraging a perception that being associated with your product or company is cool or innovative? Focus on your positioning, your branding, and your content marketing.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Their experience <strong>differs from their expectation.<\/strong> Satisfied customers aren\u2019t necessarily the ones who will talk. It\u2019s the ones who are surprised, delighted, by features or benefits that really matter to them. So, under promise and over deliver. Jolt your customers out of their expectations, in a good way.&nbsp;<em>Jonah Berger\u2019s principle #3, Emotion<\/em><\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">Where do B2B customers share?<\/h1>\n\n\n\n<h2 class=\"wp-block-heading\">Person to person<\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201c56% of B2B purchasers look to offline word-of-mouth as a source of information and advice.\u201d <a href=\"http:\/\/www.i-scoop.eu\/content-marketing-research-shows-b2b-buyers-want-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">BaseOne<\/a><\/p>\n<\/blockquote>\n\n\n\n<p>The age-old form of word of mouth. While 56% isn\u2019t a huge majority, the value of offline WOM largely lies in its effectiveness. A trusted source like family, a friend, or a coworker is what McKinsey calls a <strong>high-impact reference.<\/strong> High-impact references are <strong>50x more likely<\/strong> to trigger a purchase.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Online<\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201c75% of buyers&nbsp;consulted online reviews before making purchasing decisions about business software.\u201d <a href=\"http:\/\/www.softwareadvice.com\/buyerview\/power-of-online-reviews-2014\/\" target=\"_blank\" rel=\"noopener noreferrer\">SoftwareAdvice<\/a><\/p>\n<\/blockquote>\n\n\n\n<p>Online sources are generally considered&nbsp;<strong>low-impact references.<\/strong> But specifically in the B2B community, online reviews can be a more trusted source because it\u2019s all within a qualified network. Readers know reviews are written by fellow business owners, by people who are familiar with the industry or business model. So in B2B, online reviews might carry more weight than in B2C.<\/p>\n\n\n\n<p>A few popular destinations for B2B customer reviews are these online directories:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>GetApp<\/li>\n\n\n\n<li>G2 Crowd<\/li>\n\n\n\n<li>FinancesOnline<\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">How you can harness the word of mouth&nbsp;already out there<\/h1>\n\n\n\n<h2 class=\"wp-block-heading\">Find out exactly what your customers are saying<\/h2>\n\n\n\n<p><strong>Why?<\/strong> According to McKinsey, <em>what<\/em> is said is the primary driver of WOM\u2019s impact on another consumer.<\/p>\n\n\n\n<p><strong>How?<\/strong> <a href=\"http:\/\/sixteenventures.com\/word-of-mouth-follow-up\" target=\"_blank\" rel=\"noopener noreferrer\">Lincoln Murphy<\/a> recommends a short, sweet tool for picking up valuable extra information. When a customer says they heard about you from a friend, simply follow up with, \u201cWhat\u2019d they tell you?\u201d It\u2019s like listening in on their conversation, insight you\u2019d never get otherwise. \u201cThe real why,\u201d as Murphy says.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">And what do you do next?<\/h2>\n\n\n\n<p>Use customer WOM&nbsp;to drive your content marketing.<\/p>\n\n\n\n<p><strong>Maintain a robust presence online, and keep benefits top of mind.<\/strong> If people are frequently reminded of your product, they talk about it more often. Link your product to parts of their daily environment; associate it with some part of their daily routine.&nbsp;<em>Jonah Berger\u2019s principle #2, Triggers<\/em><\/p>\n\n\n\n<p><strong>Offer advice, tips, and other how-to content<\/strong>, based around what you know customers appreciate about your product. McKinsey says the value of B2B WOM is less about emotional positioning and more about functional messages.&nbsp;<em>Jonah Berger\u2019s principle #5, Practical value<\/em><\/p>\n\n\n\n<p><strong>Write customer stories and testimonials.<\/strong> This is key! Provide customers with a place to share their positive experiences. To learn what your customers really think, gather rich feedback, and craft a knockout customer story, read this piece on <a href=\"http:\/\/businesscasualcopywriting.com\/customer-interviews\/\">how to conduct a successful customer interview<\/a>.&nbsp;<em>Jonah Berger\u2019s principle #6, Stories<\/em><\/p>\n\n\n\n<h1 class=\"wp-block-heading\">How to kickstart more WOM for your business<\/h1>\n\n\n\n<h2 class=\"wp-block-heading\">Conduct an NPS survey to identify customers with word-of-mouth potential<\/h2>\n\n\n\n<p>The <a href=\"https:\/\/en.wikipedia.org\/wiki\/Net_Promoter\" target=\"_blank\" rel=\"noopener noreferrer\">Net Promoter Score <\/a>metric gauges a&nbsp;simple and timeless customer sentiment: \u201cHow likely are you to recommend us to a friend or colleague?\u201d Each customer gives a score between 0 and 10, which \u2014 aggregated together \u2014 yields your company\u2019s Net Promoter Score. The customers that mark you 9 or 10 are likely to actively recommend your company to others.<\/p>\n\n\n\n<p>When you land in the 9s and 10s for some customers, you know these are your WOM targets: if they\u2019re not already talking about you, <strong>they probably will.<\/strong> So, try directly asking them to recommend your company.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Implement a referral marketing program<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">How to reward<\/h3>\n\n\n\n<p><strong>One-way referral.<\/strong> Ask your existing users to suggest the product to a friend. When the friend signs up, reward your existing customer. This benefits the referrer only.<\/p>\n\n\n\n<p><strong>Two-way referral.<\/strong> Ask your existing users to suggest the product to a friend. Then, when the friend signs up, you reward both parties. The existing user and the referred customer both benefit. This double-sided incentive model has proven very successful.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1382\" height=\"1020\" src=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.11.47.png\" alt=\"word of mouth b2b\" class=\"wp-image-4169\" srcset=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.11.47.png 1382w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.11.47-300x221.png 300w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.11.47-1024x756.png 1024w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.11.47-720x531.png 720w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.11.47-300x221@2x.png 600w\" sizes=\"auto, (max-width: 1382px) 100vw, 1382px\" \/><\/figure>\n<\/div>\n\n\n<p>Trello in fact has a <a href=\"https:\/\/trello.com\/recommend\" target=\"_blank\" rel=\"noopener noreferrer\">great example<\/a> of a referral marketing strategy. The&nbsp;page for their paid&nbsp;plan, Trello Gold, features their referral marketing program right next to the option to upgrade via payment.<br><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1462\" height=\"656\" src=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.14.41.png\" alt=\"word of mouth b2b\" class=\"wp-image-4170\" srcset=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.14.41.png 1462w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.14.41-300x135.png 300w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.14.41-1024x459.png 1024w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.14.41-720x323.png 720w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.14.41-300x135@2x.png 600w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.14.41-720x323@2x.png 1440w\" sizes=\"auto, (max-width: 1462px) 100vw, 1462px\" \/><\/figure>\n<\/div>\n\n\n<p>The reward proposition \u2014 a temporary plan upgrade \u2014 is laid out clearly, with some extra copy highlighting the benefits you\u2019ll enjoy with Trello Gold.<br><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1214\" height=\"660\" src=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.17.43.png\" alt=\"word of mouth b2b\" class=\"wp-image-4171\" srcset=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.17.43.png 1214w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.17.43-300x163.png 300w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.17.43-1024x557.png 1024w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.17.43-720x391.png 720w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.17.43-300x163@2x.png 600w\" sizes=\"auto, (max-width: 1214px) 100vw, 1214px\" \/><\/figure>\n<\/div>\n\n\n<p>Then the ways to recommend Trello are listed \u2014 and linked to the appropriate channels for quick-and-easy referring on the spot.<br><\/p>\n\n\n\n<p>Trello even gamifies the customer\u2019s referring performance, displaying a progress bar and total counts of new signups. Gamification can motivate a customer to stay active and keep sharing your product.<\/p>\n\n\n<div class=\"wp-block-image size-full wp-image-4172\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1322\" height=\"778\" src=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.25.10.png\" alt=\"word of mouth b2b\" class=\"wp-image-4172\" srcset=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.25.10.png 1322w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.25.10-300x177.png 300w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.25.10-1024x603.png 1024w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.25.10-720x424.png 720w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-27-at-11.25.10-300x177@2x.png 600w\" sizes=\"auto, (max-width: 1322px) 100vw, 1322px\" \/><figcaption class=\"wp-element-caption\">Well, this image is a little sad, as I&#8217;ve clearly not started my Trello referral campaign \u2014 not yet. But you get the idea.<\/figcaption><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">What to offer as a reward<\/h3>\n\n\n\n<p>The reward is up to you, from a free trial extension, temporary plan upgrade, payment discounts, or other perks. <strong>Test and see what incentivizes your customers most.<\/strong> But beware offering an incentive that\u2019s too high, that\u2019s too good. This can work against you as you\u2019re not really promoting \u201ctrue\u201d WOM. Constant referrals will make it clear that existing customers are acting more for their own benefit and not genuine recommendation, and the pool of potential customers \u2014 flooded with referral requests \u2014 will tune out your brand.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A note on influencers<\/h3>\n\n\n\n<p>There\u2019s lots of talk about creating \u201cbrand advocates\u201d through \u201cinfluencers\u201d \u2014 but it takes&nbsp;serious&nbsp;time and energy to develop these relationships, and there\u2019s no solid proof that they are any more effective than the options listed above. Better to utilize the influencer base you already have: your happy customers.<\/p>\n\n\n\n<h1 class=\"wp-block-heading\">What about viral marketing?<\/h1>\n\n\n\n<p>Some products are inherently \u201cviral\u201d \u2014 which is to say they\u2019re about sharing or collaborating, such as <a href=\"https:\/\/www.dropbox.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Dropbox<\/a>, <a href=\"https:\/\/hackpad.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Hackpad<\/a>, and <a href=\"https:\/\/slack.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Slack<\/a>. But by and large, virality just isn\u2019t baked into most B2B products. <a href=\"http:\/\/www.saastr.com\/the-low-viral-coefficient-of-saas-and-why-it-thats-just-fine\/\" target=\"_blank\" rel=\"noopener noreferrer\">Jason Lemkin<\/a> talks about what\u2019s called the low \u201c<a href=\"http:\/\/www.forentrepreneurs.com\/lessons-learnt-viral-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">viral coefficient<\/a>\u201d for B2B.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cI\u2019d say typically, SaaS apps don\u2019t have enough customers to see the material, economic benefits of viral revenue until they cross $1m-$2m in ARR at the earliest.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>Still, there are a couple of simple tactics you can employ to improve your product\u2019s reach and exposure. As Kissmetrics puts it, <strong>virality is a design principle.<\/strong> Make your product as shareable and as visible as possible.&nbsp;<em>Jonah Berger\u2019s principle #4, Public<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Make it really convenient to invite other users<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Integrate your product with Google so people can easily fetch email contacts.<\/li>\n\n\n\n<li>Provide links to social media platforms.<\/li>\n\n\n\n<li>Auto-fill any messages.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"670\" src=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/yesware.png\" alt=\"word of mouth b2b\" class=\"wp-image-4173\" srcset=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/yesware.png 768w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/yesware-300x262.png 300w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/yesware-720x628.png 720w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/yesware-300x262@2x.png 600w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/figure>\n<\/div>\n\n\n<p><a href=\"http:\/\/www.yesware.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Yesware<\/a> does all of this and more on their referral page.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Anything a&nbsp;user can share directly from your product, put your logo on it<\/h2>\n\n\n\n<p>This is often called <strong>passive sharing<\/strong>, and it works whether you provide invoices, reports, designs, email campaigns, etc. Mailchimp puts their logo as a footnote at the end of every email sent through their service, which is well <a href=\"http:\/\/blog.mailchimp.com\/mailchimp-numbers\/\" target=\"_blank\" rel=\"noopener noreferrer\">over 80 million emails per day<\/a>.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"531\" src=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/typeform-1024x531.png\" alt=\"word of mouth b2b\" class=\"wp-image-4174\" srcset=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/typeform-1024x531.png 1024w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/typeform-300x155.png 300w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/typeform-720x373.png 720w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/typeform.png 1185w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/typeform-300x155@2x.png 600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n<p>There\u2019s also the familiar \u201dpowered by\u201d widgets. <a href=\"https:\/\/www.typeform.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Typeform<\/a> is an excellent example of this tactic, as you can see in one of their mock surveys. Clicking on \u201cPowered by Typeform\u201d takes you directly to their \u201cCreate a form\u201d page, <strong>bringing potential users to the point of conversion in an instant.<br><\/strong><br><\/p>\n\n\n\n<h1 class=\"wp-block-heading\">Takeaways<\/h1>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Word of mouth is the&nbsp;single greatest driver of B2B customer growth.<\/li>\n\n\n\n<li>Infuse customer word of mouth into your&nbsp;content marketing strategy to amplify&nbsp;its influence.<\/li>\n\n\n\n<li>Conduct an NPS survey to identify active referrers in your existing customer base.<\/li>\n\n\n\n<li>Test a referral campaign to acquire new customers.<\/li>\n\n\n\n<li>Insert&nbsp;viral design tactics into your product to make your brand more visible.<\/li>\n<\/ul>\n\n\n\n<p>All in all, you\u2019re leaving a lot of opportunity on the table if you aren\u2019t paying attention to what your customers are saying. Harness customer loyalty and make it work for you! And of course, you should <strong>measure all of the activity and efforts around word of mouth.<\/strong> Put a system in place to capture statistics around referred customers, through both informal WOM and referral marketing. Then optimize as you go and reap the benefits.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Word of mouth is one of the oldest forms of marketing there is. It&#8217;s also the most effective. But in today&#8217;s world, when customers are other companies, what is it really worth? And how are B2B businesses making the most of it?<\/p>\n","protected":false},"author":15,"featured_media":4177,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[43,163,161,162,160],"class_list":["post-4168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gtm","tag-b2b","tag-consumer-behavior","tag-referral-marketing","tag-wom","tag-word-of-mouth"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Grapevine of B2B: how word of mouth actually works<\/title>\n<meta name=\"description\" content=\"Word of mouth is one of the oldest forms of marketing there is. It&#039;s also the most effective. 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How are B2B businesses making the most of it?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/chartmogul.com\/blog\/b2b-word-of-mouth\/\" \/>\n<meta property=\"og:site_name\" content=\"ChartMogul\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/chartmogul\" \/>\n<meta property=\"article:published_time\" content=\"2016-04-27T14:44:36+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-30T08:10:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/How_word-of-mouth_works_in_B2B.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"3000\" \/>\n\t<meta property=\"og:image:height\" content=\"1250\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Annie Musgrove\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@chartmogul\" \/>\n<meta name=\"twitter:site\" content=\"@chartmogul\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Annie Musgrove\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/chartmogul.com\/blog\/b2b-word-of-mouth\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/chartmogul.com\/blog\/b2b-word-of-mouth\/\"},\"author\":{\"name\":\"Annie Musgrove\",\"@id\":\"https:\/\/chartmogul.com\/blog\/#\/schema\/person\/e979f1d481d1e79a1dd14ee7a9e1f61e\"},\"headline\":\"The Grapevine of B2B: how word of mouth actually works\",\"datePublished\":\"2016-04-27T14:44:36+00:00\",\"dateModified\":\"2025-01-30T08:10:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/chartmogul.com\/blog\/b2b-word-of-mouth\/\"},\"wordCount\":2237,\"publisher\":{\"@id\":\"https:\/\/chartmogul.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/chartmogul.com\/blog\/b2b-word-of-mouth\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/How_word-of-mouth_works_in_B2B.jpg\",\"keywords\":[\"b2b\",\"consumer behavior\",\"referral marketing\",\"WOM\",\"word of mouth\"],\"articleSection\":[\"GTM\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/chartmogul.com\/blog\/b2b-word-of-mouth\/\",\"url\":\"https:\/\/chartmogul.com\/blog\/b2b-word-of-mouth\/\",\"name\":\"The Grapevine of B2B: how word of mouth actually works\",\"isPartOf\":{\"@id\":\"https:\/\/chartmogul.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/chartmogul.com\/blog\/b2b-word-of-mouth\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/chartmogul.com\/blog\/b2b-word-of-mouth\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2016\/04\/How_word-of-mouth_works_in_B2B.jpg\",\"datePublished\":\"2016-04-27T14:44:36+00:00\",\"dateModified\":\"2025-01-30T08:10:10+00:00\",\"description\":\"Word of mouth is one of the oldest forms of marketing there is. 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