Post on 18-May-2015
description
Re:EngageAccelerating Your Pipeline through
Marketing’s New Dynamics
© 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview
57% of B2B customers feel that their sales reps are not prepared at the first meeting.33% of deals are being lost because of circumstances within your reps’ control
Why?
1980’s – 1990’s: Calls & ClosesMore Calls = More Leads = More Wins
© 1992 New Line Cinema
1990’s – 2000’s: Process, Integration, InsightKnow the Process, Work the Process, Build the Pipeline
We were in control.
Then cracks started to show.
Relationships with our repsno longerguaranteeconsideration.
Serv
ice
Price
Produ
cts
Bra
nd
Sale
s Tea
m0%
10%
20%
30%
40%
50%
60%
21% 15%
35%24%
4%
48%
32%
10%18%
11%
2nd Choice1st Choice
Top 2 Consideration Factors in a Complex B2B Sales Cycle
Source: 2013 IDC Sales Enablement Overview
Buyers startedhaving…andusing…moreoptions.
Source: B2B Content Marketing Report, Holger Schulze, 2013
They turned from buyers into researchers.
Source: 1999 20th Century Fox
Work is now a state of mind.It's imperative to understand their motivations, emotional attitudes
and levels of satisfaction with round-the-clock, all-device messaging.
Source: 2013 gyro “The At-Work State of Mind Project”
Customers
Suppliers
Co-Workers
Family
Friends
Personal Networks
Social Networks
Review Sites/Blog
s
Buyer
Work goes home…home goes to work.
Source: 2013 gyro “The At-Work State of Mind Project”
We’re living in a four-screen world.
It Created a Huge Challenge
Source: 2013 gyro “The At-Work State of Mind Project”
Self-Directed Decision MakingProspects/customers started to delay purchasing conversations with suppliers.
Due Diligence Begins First Engagement
w/ Sales
We’ve All Heard It:
Purchase
57%-70%
Buyers have taken control.
Oh sh*t.
Consider the way a car is purchased today.
It’s no longer simply about “what” you sell, but “why”
and “how” you sell it.
78% Feel that a brand’s reputation is very important when looking for business
products/services.
Source: Google B2B Customer Study, June 2012 (n=629)
Knowing Your Passion
KnowingMe“Why”
“Today, B2B sales and lead generation
are about your brand assets, thought leadership and emotions
built from the vast amount of information that prospects now have
access to.”
You create it. Culture gives it purpose.
Marketing enables it.Sales turns it to revenue.
So…what now?
Step 1: Stop passing the baton.
CIO
Peers
CIOs
C-LevelsIndustryInfluencer
s
Competitors
ProvidersExperts
CEO
Investors
Board
Analysts
C-Level PeersLines of
Business
Channels
Partner Suppliers
Customers
IT Departme
nt
Competitors
ProvidersPeers
Help me enable the business.
Help my team be better.
Help me align and deliver.
Help me make good decisions.
Customers
Suppliers
Co-Workers
Family
Friends
Personal Networks
Social Networks
Review Sites/Blog
s
Buyer
Prospects/customers started to delay
purchasing conversations with suppliers.
Due Diligence Begins First Engagement
w/ Sales
Alignment
Purchase
57%-70%
“Revenue Marketing”
Step 2: Obsess Over Value.
Price ≠ Value
Relationships with our repsno longerguaranteeconsideration.
Serv
ice
Price
Produ
cts
Bra
nd
Sale
s Tea
m0%
10%
20%
30%
40%
50%
60%
21% 15%
35%24%
4%
48%
32%
10%18%
11%
2nd Choice1st Choice
Top 2 Consideration Factors in a Complex B2B Sales Cycle
Source: 2013 IDC Sales Enablement Overview
43% of IT buyers are willing to change vendors to save time.
Source: 2013 IDC Sales Enablement Overview
Fina
ncia
l
Revie
ws
Dem
o/PO
C
Feat
ures
Compe
titive
Refer
ence
s
Visio
n0%
5%
10%
15%
20%
25%21%
16%14% 14%
12%10%
5%
13%
16%18% 18%
6%
14%
1%
Business LeaderIT Leader
Most Valued Vendor Content During the Decision Process(n=50)
Source: 2013 IDC Sales Enablement Overview
"First asked what problem we were trying to solve…didn't start with a solution.”
"Provided a good demonstration of the product.”
"Went the extra mile to understand my needs and those of mycustomers. That led to excellent communication and accurate
quotes.”
”Took me through examples of other companies using the solution and sent links and examples of independent
research and reviews from companies with similar issues.”
"Follow-up, timely follow-up, letting me know they are looking into it and getting back to us regularly."
“Helped me create the bill of materials needed for a project.
Step 3: Stop the BS & Execute
Scott’s Inbox: 8/1-8/14
THIS IS NOT PERSONAL.
BullshIt
Select the right tools and use them to get your
message to market most effectively and most cost
efficiently.
Usage
EffectivenessIndustry Press
EmailsDirect Mail
Website
SEO
Word of MouthEvents/Webinars
Peer Review SitesOnline Communities
Blogs
White Papers,Videos, Webinars
Advertising
Calling
Source: UBM, “The Mind of the Engineer” study, 2012
The Mind of the B2B Techie
Source: Google/Compete Tech B2B Customer Study, June 2012. (n=1024 Tech B2B customers)
+30 Billion Searches in B2B IT
Source: Google/Compete Tech B2B Customer Study, June 2012. (n=1024 Tech B2B customers)
Search Drives B2B Engagement
91% of Tech B2B customers make purchase-related
searches from a mobile device.
Source: Google/Compete Tech B2B Customer Study, June 2012. (n=629 Tech B2B customers)
Source: Google/Compete Tech B2B Customer Study, June 2012. (n=629 Tech B2B customers)
Mobile Serves B2B
Source: Google/Compete Tech B2B Customer Study, June 2012. (n=1024 Tech B2B customers)
YouTube is the World’s #2 Search Engine
Product/Service Features Customer Reviews “How To” Instructions
66% of Tech B2B customers who view a video are likely to search for more information or visit your
website.
19%
81%
Does Social Media Impact How You Make Buying
Decisions?
Source: 2013 EAG Buyer’s Experience Survey; n=200
So….
• Social networks do not yet exert much influence over how IT buyers interact with vendors.
• IT buyers do use social media to develop trusted peers and sources.
• First listen (blogs, communities, forums, LinkedIn groups, twitter) then become part of the discussion by adding value to nurturing indirect influence.
Social Builds Credibility
52% Feel that their colleagues’ opinions are very
important when looking for business products/services.
Source: Google B2B Customer Study, June 2012 (n=629)
BUT THIS KEEP CHANGING.
Step 4: Enable Sales.
57% of B2B customers feel that their sales reps are not prepared at the first meeting.33% of deals are being lost because of circumstances within your reps’ control
© 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview
“What your organization stands for is as important as
what you sell.”
IBM CMO Research 2012
Ability to understand & solve my challenges
Industry knowledge & expertise
Ability to leverage company's resources
Technology expertise
Likability & personality
Ability to communitcate differentiators
Product knowledge
0% 5% 10%
15%
20%
25%
30%
35%
40%
40%
22%
12%
9%
9%
6%
2%
Top 3 Vendor Sales Rep Attributes in Terms of How they Influence Buying Decision
Source: 2013 IDC Sales Enablement Overview; n=204
Business Leaders
IT Leaders Overall
Knowledgeable about their products/solutions 88% 88% 88%
Understands my issues and where they can help 34% 43% 38%
Can relate to my role and responsibilities in the company
38% 29% 34%
“When you meet with a vendor salesperson, how often are they prepared for the meeting with you in the following ways?”
Source: Forrester Research, Inc. (n= 166 North American enterprise business and IT decision makers)
Prospects/customers started to delay
purchasing conversations with suppliers.
Due Diligence Begins First Engagement
w/ Sales
Be the Concierge.
Purchase
57%-70%
© 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview
Sales Enablement:The delivery of the right information to the
right person at the right time in the right format and in the right place to assist in moving a
specific sales opportunity forward.
© 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview
Salespeople spend 7+ hours/week looking for information to help them prepare for sales calls.
50% of sales tools are pushed via email and
only 10% is made available in a useful format.
Is it any wonder that one of three deals is lost due to the lack of sales preparation?
6 Key Takeaways:
1. Buyers are in control 2. Know your why 3. Align sales/marketing 4. Understand “value” and go the extra mile 5. Stop the B.S. and execute 6. Enable sales
It’s a great time to be in Tech.
Scott Salkin
Founder & CEO
ssalkin@idstm.com602.881.1718@scottsalkin@idstm
IDS is a business-to-business (B2B) marketing and lead generation firm whose mission is twofold:
1. to help technology companies and startups grow through smart, impactful sales and marketing, and
2. to help our local community and economy grow through technology and entrepreneurial advocacy and mentorship.