From B2B Customers to Brand Enthusiasts

By Lauren Dichter, Marketing Consultant at Heinz Marketing
How cool is it that the most effective way to market your B2B company is also the most cost-efficient way to market it? If this sounds too good to be true, let me explain.
Word-of-mouth marketing is the single most compelling marketing tactic to date, and it always has been. As a consumer, don’t you feel great about making a purchase when your close friend has told you all about the product?
Here’s an example: Since the popularity of sponsored posts makes it hard to trust the truthfulness of product review articles, I don’t buy any skincare or beauty products without first running it by my sister and group of friends. Have they tried the product, or know anyone who has? What was their experience? Did it do what it claimed to do? Would they buy it again? Do they think it’s the right product