Study: Tech buyers are depending more heavily on word-of-mouth

11/19/2012 | PR Week

Word-of-mouth is having more influence over B2B companies' tech-purchasing decisions, according to a Hill+Knowlton Strategies study. The weight given to personal recommendations has increased 30% during the past three years, the study found, perhaps because the tech industry has been changing so rapidly. "With more change and more at stake, you would double-check your decisions more frequently with peers and experts," explains H+K exec Joshua Reynolds.

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