From the upcoming book, “Energize! How to Turn Fans, Followers, & Brand Advocates into a Powerful Marketing Force” by Rob Fuggetta. Here’s one of the biggest myths about B2B Word of Mouth advocacy:
Only a small fraction – maybe 1% to 5% – of customers recommend the business products and services they use.
In fact, about 50% of business customers are Advocates, our surveys of business people have found.
The percentage ranges from 24% for a telecommunications services company to 81% for an IT reseller. (See chart below.)
Our polls are not scientific surveys. But the results point to a clear finding: if you’re a B2B company, you’ve got more Advocates than you think.
If you have 100,000 end users, you may have an army of 50,000 highly trusted, influential, and social media-powered Advocates.
What’s the best way to find out how many customers you have are Advocates?
Ask them if they recommend you. It’s that simple.
Read more about what's fact and what's fiction in the world of B2B Word of Mouth marketing here.