Ever wonder how most people decide on a hiring a new company or service provider? More than likely, they heard about it from a trusted friend or colleague. According to a survey by Forrester Research, 84% of B2B buyers said word of mouth (WOM) recommendations influence their purchase decisions. That makes WOM the No. 1 influence on B2B purchasers!

Of course, it’s 2013, and WOM recommendations have many sources and venues, compared to the business lunch or phone call of the past. Think social media sites, user reviews, and discussion boards.

In fact, you can use your company’s email newsletter to boost WOM marketing for your company:

• Include testimonials or endorsements on the front page.
• Write articles that demonstrate how your solution worked for another company, and include quotes, specific examples, and contact information.
• Encourage readers to forward your newsletter to a colleague.

The newsletter also serves to deepen your relationship with the reader. When you send a high-quality, professional newsletter, you position yourself as an industry expert and ensure that your brand is top-of-mind. And if you include memorable content, your readers are more likely to discuss it with friends and colleagues.

The connections you make with your email newsletter will lead to referrals and new clients. The time to increase your WOM marketing is now, and your email newsletter is the perfect vehicle.