MARKET VIEW 21
Niall Sullivan
VP MARKETING
B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing
The main thrust, and where I am seeing trends moving towards is that B2B marketing traditionally is all about lead generation.
A recent study has purported that many millennials prefer a digital-first marketing posture in a B2B purchase setting. In light of this, should enterprise sales organisations make changes to the sales and marketing process? What changes are you seeing? Or what changes do you think should be made?
This question, in particular, resonates quite closely with me. The main thrust, and where I am seeing trends moving towards is that B2B marketing traditionally is all about lead generation. So, gathering as many contact details as possible, then passing it to sales.
But what’s happening is there is a disconnect. Marketing is saying, ‘We’re fine, we have all these contact details’. Then Sales is saying, ‘they’re not ready to buy!’. So, what I’m seeing, looking at the trends, the future of marketing, and the people I follow in leading marketing positions is a discussion around creating more demand for the product. Not throwing away lead generation tactics, but really focusing on creating demand.
The reason for that is that prospects don’t need a salesperson anymore to guide them along their buyer journey. The information is available to them already. They can do all the research via social communities and dark-social channels. Buyers no longer need sales during the research phase - that is done in social channels and marketing must make sure they are there and create an easy experience for buyers to contact the business when they are ready to buy. Really the role of sales has shifted from what it used to be, to guide the process and educate, but now the salesperson is to be there when the buyer is ready to take the plunge. For example, being able to book a meeting through the website, then when they’re ready, they can book a meeting with an expert straight in their calendar.
The switch is to focus on delivering high-intent leads and to create more demand for your product. The idea is to use channels like LinkedIn, primarily, video and audio content to drive content through those channels where people are hanging out and engaging. And to educate them on our products to generate enough demand, to get them talking to their peers.
The point here is to listen to the buyers and prospects and what they’re wanting to do. Do not be rigid in your sales process.
Looking at a Deloitte report, showing a figure of 29% buyers seeking face-to-face interactions, while a figure of 50% of the sellers assume the sellers seek that interaction. Taking this disparity between sellers actual and the buyers' assumptions into thought, in your opinion, should enterprise sales teams invest more in virtual selling interactions?
The point here is to listen to the buyers and prospects and what they’re wanting to do. Do not be rigid in your sales process. Pay attention to their needs. Should the prospect be wanting that initial face-to-face interaction, then go down that route.
It really is about flexibility, and listening to the potential customer, and again - do not be rigid in your approach. Be willing to meet the customers’ needs.
The way to become experts is LinkedIn - a key channel for B2B. Certainly, a key channel for us, and it is here that sales should be sharing the content created by marketing.
Building trust is pivotal. Salespeople tend to build trust through demonstrating marketing and industry knowledge and trends. What can marketing do to assist or encourage sales teams with procuring more market and industry knowledge beyond providing access to online resources?
Essentially, this question should be about how best to equip the marketers, as the role of marketing is to educate the market from their organisation's unique perspective. Where sales can position themselves as experts is by working closely with marketing. The way to become experts is LinkedIn - a key channel for B2B. Certainly, a key channel for us, and it is here that sales should be sharing the content created by marketing.
While the marketing team is creating lots of great content, not just ebooks, but for example, we create a lot of podcast content, audio, video, little clips… Then the sales team, by simply sharing this content with their network, not only are they building up their knowledge by listening to some of these resources, but they’re also sharing that knowledge with the market. This positions them, and the wider company as a whole as industry experts.
This can be taken further by conducting webinars and presenting at in-person events as well, which is another way to increase visibility.
Create content to do actual marketing and generate demand for the product - not just to capture leads or contact details – because that's almost bordering on being a sales assistant rather than real, effective marketing.
NIALL SULLIVAN
VP Marketing
SENSEYE
Should sellers of enterprise technology and services adapt and develop their sales and marketing approach to address the generational shift towards entertainment-seeking buyers, and if ‘yes’ how?
Yes, definitely, is the answer. And this goes back to Question 1 as well, part of that mindset where prospects do their own education and research. There has to be a mindset shift about these channels. Especially on the paid side. To use these channels as distribution, to get that content in front of your target buyers. Not solely to sell, because they’re accustomed to ads… but to use nice little clips, that are educational and entertaining as well. Over time, they’re building an affinity with you and potentially will come to you when they’re ready to buy. In essence, customers want to be educated in the channel, e.g. the LinkedIn feed. They don’t want to be pushed to another website.
Creating the right content in the right formats in the places where your buyers are is key. Create content to do actual marketing and generate demand for the product - not just to capture leads or contact details – because that's almost bordering on being a sales assistant rather than real, effective marketing. Once you have done that create an easy experience for them to be able to book a meeting with sales when they're ready to do so.
People value a strong opinion and perspective when sharing content so ensure that you are adding your own point of view and voice.
Share this page
Get in touch
Share this page
+44 (0)1273 102811
info@techpros.io
Get in touch
Share this page
+44 (0)1273 256495
info@techpros.io
