Word-of-mouth marketing gets BtoB people buzzing

I just heard that I was quoted in BtoB Magazine on word-of-mouth marketing (WOM).  Richard Karpinski wrote the piece which, from what I can tell, is one the the first articles on WOM for B2B marketers.   

I wrote a post a while back you might want to check out, "Word of Mouth Marketing relies on reputation not branding." 

The BtoB article concludes, "In the end, word-of-mouth is only effective if it complements strong, traditional marketing techniques..."  How do you feel about this conclusion?  Where do you think WOM fits into a traditional lead generation strategy?

BtoBOnline Link: Word-of-mouth marketing gets people buzzing.