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  • Pages
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01 Cover
02 Contents
03 Introduction
04 Thoughts from the CEO
05 Survey Poll Results
06 Market Views
07 James McCormick
08 Suresh Balasubramanian
09 John Steinert
10 Melissa Alonso
11 Trinity Nguyen
12 Peter Isaacson
13 Kay Kienast
14 Nick Panayi
15 Juliana Pereira
16 Kacyn Goranson
17 Andrea Palten
18 Paige Asady
19 Lara Daniel
20 Kevin Alansky
21 Leslie Murdock
22 Leela Gill
23 Ellie Ahmadi
24 Josh Linard
25 Heather Larrabee
26 Joseph Lee
27 Erin Marks
28 Kenneth Dec
29 Lisa Viselli
30 Carla Sierra Fitzgerald
31 Randy Latimer
32 Rosina Feser
33 Rohit Wadhwa
34 Aash Sood
35 Gloria Zhu
36 Prash Shenoy
37 Dana Salman
38 Sidi Saliu
39 Avi Bhatnagar
40 Harsha Kotikela
41 Jeff Platon
42 MJ Patent
43 Jake Knight
44 Vicky Cunningham
45 Chris Collier
46 Payal Mathur
47 Jayashree Rajan
48 Seth Steinman
49 Michael Baer
50 Shaleen Dhrobra
51 Carmen Goldstein
52 Chris Leger
53 Joe Bresler
54 Moira Van den Akker
55 Matt Hummel
56 Rusty Bishop
57 Stephen O'Brien
58 Anastasia Shegidevich
59 Andrew Davies
60 Diana Henderson
61 HiIlary Oliver
62 Katie Draper
63 Kevin Rippon
64 Olusegun Ekundayo
65 Laurence Baker
66 Annie Wissner
67 Melissa Liedkie
68 Josh Harris
69 Wayne Gratton
70 Rich Smith
71 Three Tips
72 A Brief Exploration
73 About Network Sunday
74 About TechPros.io

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INTERVIEW WITH


Aash Sood

Director & Head of Marketing

B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing

Social listening is a great way to research your prospects before you’ve even spoken to them as it can reveal what success looks like to them.

What does it take to be a great enterprise sales person?

Enterprise sales are not simple propositions. Enterprise solutions are typically very bespoke to the buyer and are priced in tens of millions of dollars. Because of this, salespeople have a large responsibility to find out as much information about their prospective customers as early on in the sales process as possible. This knowledge is crucial in helping the sales person know which route they should take with any particular buyer and whether the buyer is serious enough to invest time into.

But to get to this stage requires a lot of preparation from enterprise sales people. They might only get one chance for a ten second elevator pitch, so every word has to count. Social listening is a great way to research your prospects before you’ve even spoken to them as it can reveal what success looks like to them. And if you know what their definition of success is, your pitch can become a clear demonstration of how you will help them achieve their success. Alongside this, social listening allows salespeople to digest the way in which their prospects talk and the language they use. When a salesperson can speak to a prospect in their language, they have a far higher chance of success.

To achieve sales success on an enterprise level, different departments must work collaboratively together.

How has enterprise selling changed in recent years?

The role of sales people has evolved in such a way over recent years that the name ‘sales’ is no longer appropriate in many enterprise organisations. Instead, ‘business development’ titles have taken its place. This simple change of title reflects a larger change in attitude when it comes to selling, as enterprise businesses adopt the belief that their customer’s success is their own. As a result the sales process has become far more collaborative than ever before. Technology and product specialists are now brought into sales meetings to help answer technical questions and provide a balance to the skills of the business development professional. Marketing teams have also evolved in recent years and are no longer responsible for just lead generation. After a business development lead and a technical colleague have had a successful meeting, marketing now have a responsibility to share relevant case studies with the prospects that show how they have achieved success for other customers who look similar to them. To achieve sales success on an enterprise level, different departments must work collaboratively together.

As long as your engagement is genuine and authentic, social media is a powerful tool to build trust and rapport outside of sales meetings.

AASH SOOD

Director & Head of Marketing CINEPLEX DIGITAL MEDIA

Do social media platforms help or hinder sales people?

Great communication is not about talking. It is about listening, and then talking. We have two ears and one mouth for a reason! Social media presents sales people with the opportunity to listen to and engage with their prospects on a far more regular basis, often on a more personal basis too. Liking and sharing the content of a buyer is the simplest way to keep your name front of mind as a sales professional, but it can come across as a bit shallow without real engagement. Take the time to comment on the content shared by your buyers, perhaps share it with your network too and add in a relevant observation. This then shows the buyer that you not only care about the content they share, but also have something meaningful to add as a subject matter expert. As long as your engagement is genuine and authentic, social media is a powerful tool to build trust and rapport outside of sales meetings.

Cineplex Digital Media offers the complete package of strategic expertise, world-class content creation, data analytics, and executional innovation to ensure that every screen no matter the format, becomes one of the most powerful connection points between a business and its customers.

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Up next: Market View 29

Gloria Zhu, HUBILO

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