Re:Engage: Accelerating Sales Pipeline w/ Marketing's New Dynamics

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

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.


We’re living in a four-screen world.

It Created a Huge Challenge


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.


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


43% of IT buyers are willing to change vendors to save time.


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)


"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


Search Drives B2B Engagement

91% of Tech B2B customers make purchase-related

searches from a mobile device.



Mobile Serves B2B


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


“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.


w/ Sales

Be the Concierge.

Purchase

57%-70%


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.


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

[email protected]@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.

Re:Engage: Accelerating Sales Pipeline w/ Marketing's New Dynamics

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