Word of mouth is the No. 1 influence on business purchase decisions and is best leveraged through face-to-face marketing efforts, per a new study of U.S. and U.K. executives conducted by the Keller
Fay Group and sponsored by experiential marketing agency Jack Morton Worldwide. The study also notes that business executives are "super influencers," and are a prime target for both B2B and B2C
marketing efforts, since they recommend brands more often than the general public. Among the brands that garnered the highest share of positive comments in their respective category were: Bank of
America, Dell, Verizon, Ford and Tylenol.