Word-of-Mouth Marketing (WOM Marketing) has been widely studied in business-to-consumer (B2C) environments because traditional WOM has been seen as important in shaping attitudes, behaviors, and affect customer acquisition. Hence, there is research showing how B2C companies use WOM in their marketing strategies and how they can affect the outcome of WOM. Previous research has shown the importance of WOM in business-to-business (B2B) settings as well. Although there is some current research about B2B WOM Marketing, they only explain the possible benefits of WOM Marketing, and there is a lack of research showing that how B2B companies actually use WOM in their marketing. Five service-oriented B2B firms were interviewed for the study to understand better how B2B companies use WOM marketing. The research consisted of three more specific research questions. It was found that B2B companies are actively trying to manage their customers to talk about them, and companies are using different ways to engage in WOM marketing. It was also found that WOM Marketing might be even easier to use for B2B companies because of the characteristics of B2B transactions. WOM can reduce the time for the purchase decision, it can lead to projects that could not have been acquired by their own personal selling, and the internet was seen to be a potential channel for WOM Marketing.