MARKET VIEW 26
Rachel James
CHIEF MARKETING OFFICER
B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing
How can businesses stay ahead in a post-pandemic world?
Staying ahead means getting comfortable with innovation and flexibility. During the pandemic we saw a huge uplift in the use of online meeting tools (zoom, teams etc), now as many are returning to hybrid working patterns many buyers still prefer at least the initial discovery meetings to be conducted virtually (with many happy to carryout the entire sales process in this way)
Naturally this can be frustrating for sales teams eager to leverage in-person interactions to build meaningful connections. But, the wants and needs of the customer have to remain at the forefront whilst setting up the architecture for how we conduct business in this new world. Instead of trying to force prospects into physical meetings, sales teams should consider what they do to close the relationship-building gap in the virtual world.
Sales and marketers should constantly be thinking about how to adapt to the needs of their customers, making it as frictionless as possible to buy products or services. For some buyers, this might mean a fully digital sales process with no need to talk with a salesperson. But for others, there may be questions that only human interaction can answer. Typically the larger the purchase, the more human engagement is needed, not just to dive into bespoke specifications but also to provide reassurance and validation. Sellers must realise that the value of their offering is perceived differently across by different personas, finding ways to communicate this value accordingly and understanding the differing buying journeys is critical so that they can meet their buyers where they are and craft a buying journey that suits the customer, not the selling business.
The wants and needs of the customer have to remain at the forefront whilst setting up the architecture for how we conduct business in this new world.
What can a salesperson do to establish authenticity and credibility?
It can feel like everyone is competing to be perceived as a thought leader. But the truth is, salespeople are some of those best positioned to really fill this gap. They are the ones with their ears firmly to the ground, having regular interactions with industry professionals and getting a front row seat to all the different perspectives in the market. Yet so often, marketing is the department driving the content strategy that the entire business pushes out, even from their personal profiles.
To be seen as trustworthy and an expert in their industry, sales can do better than regurgitating content supplied to them by marketing. The best salespeople are truly passionate about the industry they work in and will take the time to research and understand it on a deep level - what new problems are customers facing? Are there any developing ideas or technology? They can share this insight with their marketing teams so that they can collaboratively create content that is relevant and meaningful to their prospects and customers.
Sales and marketing teams can no longer afford to work in silo. By working together they can be closer to their buyers than ever before. This then creates more meaningful relationships and allows businesses to find the customers that will really benefit from their offering, eliminating the need for ‘hard’ sales.
Engaged customers/users are often very open to offering feedback. Listening to and acting on customer feedback is a valuable way to develop your offering and tailor your products or services. Customers engage with and think about your products/services in a different way than you, and given the opportunity can highlight problems and opportunities that you may have otherwise been blind to. If a customer sees a new feature born out of their feedback, you start to build up a base of evangelists.
To be seen as trustworthy and an expert in their industry, a salesperson should not just regurgitate content supplied to them by marketing.
What does the modern sales and marketing landscape look like?
Buyers are smarter and have greater access to information than ever before, creating a large but exciting challenge for sales and marketing teams. Communicating with an audience and telling them stories that resonate with them, is now an essential part of a modern marketing strategy. The most powerful marketing is done through storytelling and the most memorable ad campaigns are those that made you feel something. To just inform and educate is no longer enough to win sales, your prospects need to feel something deeper. Does the company understand my challenges and provide solutions? Am I excited and engaged with the journey they’re laying out in front of me? Are they showing me a new path that I couldn’t have found independently? Put yourself in the shoes of your customers and ask yourself these questions, it’s a fascinating way to see how meaningful your content is.
Video content is a great way to engage your target audience. It’s easily shareable, allows you to visually demonstrate complicated solutions in simple ways and when done correctly should capture the viewer’s attention within the first few seconds.
To just inform and educate is no longer enough to win sales, your prospects need to feel something deeper.
RACHEL JAMES
Chief Marketing Officer
APPLAUD
Applaud is the workforce experience layer that makes digital HR simple, driven by a mission to create HR technology that focuses completely on the employee. Applaud’s layer is designed to support your existing HR services, reigniting your existing HR technology, not replacing them to deliver one united workforce experience.
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