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  • Pages
  • Editions
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


Chris Leger

CEO

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

A successful digital marketing approach requires a deep understanding of your target customers.

How has the balance between sales and marketing changed in recent years?

Businesses have always had to adapt their sales and marketing strategies to meet buyers where they are. In recent years, this has meant marketing taking on more of the sales process by developing a richer online presence, creating valuable content and investing in technologies that allow the business to reach prospective customers online. A successful digital marketing approach requires a deep understanding of your target customers. In particular, where do they spend time online and what types of content do they consume? With this insight you can create valuable content for them with confidence that they are likely to find it.

If you are an enterprise business, then you will also need to consider how human engagement can be utilized in buying journeys. Prospects will undertake a large amount of research by themselves now, but still need the consultative approach of a sales representative when making larger purchasers. This interaction is crucial for prospects to make sure that they are getting the right services at the right price. As we continue to emerge from the global pandemic, it is clear to see the demand for human interaction and experiences returning.

sales representatives need to have the confidence and patience to not push all the time

What impact has the global pandemic had on sales reps?

As a result of the global pandemic, remote and hybrid working is now considered the norm across the world. The very best sales representatives have adapted their approach to better fit this new world. Because just like people now expect to complete their work in a way and location that suits them personally, they also expect to be able to make purchases in the way that suits them best. Sales representatives need to have the flexibility to switch between virtual and physical meetings as required, because demand for both options is now strong. Alongside this, sales representatives need to have the confidence and patience to not push all the time. Buyers want to digest research and proposals in their own time, which has transformed the role of sales reps from ‘pushers’ into more strategic and consultative advisors.

If you can add value to the life of your prospects without attempting to hard sell, then your authenticity and credibility will significantly improve

CHRIS LEGER

CEO BYTHON

How should businesses engage with millennial buyers?

Millennials don’t want to be sold to, particularly when directly approached by a sales representative. Instead, they want partnerships that bring them information and insight, and ultimately put them in control of how the buying journey progresses. If you can add value to the life of your prospects without attempting to hard sell, then your authenticity and credibility will significantly improve. Although your sales representatives may not be selling as directly anymore, they still have a crucial responsibility in building partnerships with prospective customers. Marketing and sales teams should collaborate so that the sales representatives have plenty of value-led content to share online. For sales reps to really connect with potential customers, the content needs to address their pain points directly and work them through into a solution. If you can achieve this, then you will win a heck of a lot more business!

Bython provides global demand generation solutions that foster meaningful connections, drives tangible revenue, and creates positive ROI for our customers. Our vision is to accelerate performance and growth with customer centric results that convert, increase speed to market with data and technology, provide quality and transparency using real-time data and insights, and produce creative experiences that drive engagement. Bython is located in Texas with offices in the United Kingdom, Mexico, and Asia.

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Joe (Josef) Bresler, MBA, CSM, CSPO, ROCKRIDGE DIGITAL

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