You grow through word of mouth. Your buyers still Google you before they buy.

72% of B2B SaaS buyers now start their journey by asking peers in private groups instead of Googling a category — but 100% still visit the vendor website before they buy (Wynter, 2025). If you grow through word of mouth, the referral gets you on the shortlist; what your buyer finds when they Google your name decides whether you stay on it. Open an incognito tab right now, search your company name, and ask if a referred buyer would still sign up tomorrow.