A study conducted by Google found buyers in the B2B world prefer using search engines to conduct their research, as opposed to traditional B2B publications.
Customers Prefer Special Treatment Over Low Price
The department store chain, Nordstrom, is a master at giving its customers special treatment. I live in Phoenix, Arizona, where until recently, there had been no Nordstrom. The closest stores were located in San Diego, some 300 miles away or one hour by air. So how did Nordstrom get people from Phoenix to shop at one of their stores in San Diego in big numbers? The answer is they spoiled the people who did and they spread the word.