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They help to support our arguments, enable us to build our business cases and they shine light on new opportunities and emerging market segments that hold potential for our offerings. CK’s B2B Blog , June 8, 2010 I recently ran across a positively terrific article on WOM penned by McKinsey’s Jacques Bughin, Jonathan Doogan and Ole Jørgen Vetvik. Well worth the read, the authors delineate 3 different types of WOM, propose a new way for measuring it, and explain how the IMPACT of WOM is critical, not just the volume thereof. Best of B2B Marketing. Enjoy.