No matter what kind of business you own, customer reviews often decide whether someone tries you for the first time or goes to a competitor. This is especially true for local brands like restaurants – prospects want to know they’ll have a good experience, and they trust other patrons to give them the scoop.
Word of mouth marketing is unscientific, unreliable, and can't be replicated.
Yet, for all that, it’s held an odd pride of place in many B2B sectors. Leaders in small and mid-sized business often expect the world from word of mouth, which they typically hope to generate at industry get-togethers and other events that only happen once a year.
Thought leaders command respect both online and off. When you are perceived as an industry expert, your opinions help shape others’ thinking and motivate them to take action. There’s often a feeling that this type of leadership takes decades to attain – but that’s not necessarily true.
By the time your sales reps are making a presentation, your prospects have already been through a journey spanning many work-hours. They’ve probably reviewed your website in some detail and explored your high-quality marketing collateral. They’re also aware of their other options – and they’ve made a decision to give your brand a hearing. The sales presentation is where it all comes together – or falls apart!