84% of B2B Sales Start with a Referral — Not a Salesperson
Harvard Business Review
NOVEMBER 8, 2016
Outbound B2B sales are becoming less and less effective. Meanwhile, 84% of B2B buyers are now starting the purchasing process with a referral, and peer recommendations are influencing more than 90% of all B2B buying decisions. First, three out of four B2B buyers rely on social media to engage with peers about buying decisions.
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