Survey Poll Results
How much do you think the role of salespeople in the sales process needs to be rethought given changing buyers needs and habits?
As in July, more than half of the B2B marketing leaders we interviewed felt that the role needed to change ‘radically’. The rest said the role needed to change to at least some extent. No one thought it could continue as it has.
agreed that B2B organisations should make the most of alternative communications mechanisms
Marketers should invest more in delivering experiences for buyers given the generational shift towards entertainment.
In October’s poll, all but one interviewee agreed with this statement, suggesting that B2B organisations could be missing a trick if they don’t make the most of alternative communications mechanisms, whether these are podcasts, YouTube clips/social media reels, debate panels, or peer polls.
Audiences no longer distinguish between B2C and B2B buying experiences. To engage buyers today businesses should surprise, excite and entertain them in the same way consumer experiences do.
All but 2 interviewees (96%) felt that B2B buyers now have the same needs and expectations as consumers when interacting with brands and suppliers. This places the onus on B2B suppliers to be more creative and engaging across all channels. This was an increase from 84% in July’s poll.
B2B buyers now have the same needs and expectations as consumers when interacting with brands and suppliers
All agreed that buyers and sales people would benefit from playing a more active role in thought leadership programmes
Does involving your buyers and salespeople in thought leadership programmes appeal to you?
As in the summer, ALL interviewees embraced the idea that buyers and sales people would benefit from playing a more active role in thought leadership programmes. This is about taking buyers on a journey, and listening and responding to what they share about their needs and experiences.