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Over at eMarketer, they’ve compiled some recent reports that suggest executives in business to business industries rely heavily on referrals and word of mouth, when making buying decisions.

“One-to-one communications make the difference in the B2B industry,” says eMarketer Senior Analyst Lisa Phillips. “Word-of-mouth can be generated from trade events such as shows and conferences. The Internet helps to sustain marketing momentum.”

Internet channels also look like they’re playing a strong part in influence business buying decisions. Who’s influenced by what they see on the web?

• Online magazines influence 36.5%


• Search engine natural listing 24.1%


• Technology blogs 19.6%


• Media/analyst blogs 10%


• Paid search ads 6.8%


• Vendor blogs 4.6%


• Unsolicited email 4%


• RSS feeds 3.6%


• Podcasts 2.7%

Seems to demonstrate that you can’t buy influence, it has to be earned from a third-party.

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