A lot of people are ever increasingly guilty of focusing and targeting just the Decision Maker. Probably with the belief that engaging with these people means avoiding many “middle men” and would help speed up the sales process.

But think about yourself as a consumer. How much money have you spent purely on the persuasive powers of a “trusted” source?

Let’s take a minute to think about the old fashioned term ‘word of mouth’. Word of mouth is the original marketing channel. Before social media, before email, before even radio ads, direct mail, or billboards, there was word of mouth. 91% of B2B buyers today are influenced by word-of-mouth when making their buying decision. [USM]

Customers' purchases are influenced by what's around them. Sometimes knowing who or what influences their decisions can give companies the leverage they need to increase sales.

B2B sales journeys typically occur over a long time period of time and often involve multiple people in the process. Third-party sources of information that are trusted and influential can create substantial advantages for B2B companies ranging from shortened sales cycles to larger deals to an increase in leads and revenue.