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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

Thought leadership programmes - Learn more

INTERVIEW WITH


Harsha Kotikela

Director

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

Your strategy should therefore be to engage with buyers during the research phase in a way that makes that buyer want to engage with you.

What practical steps should B2B enterprise organisations make to use human engagement effectively in the modern sales process?

There will always be a role for human engagement in complex enterprise sales, but buyers typically only engage with a small number of suppliers. Your strategy should therefore be to engage with buyers during the research phase in a way that makes that buyer want to engage with you.

This can be done by ensuring your brand is mentioned in credible places, perhaps by analyst firms or through an association with partners or through the experience of your staff. Second, your website should focus on using messaging that is relatable to customers and demonstrates that you understand and can help with the issues their organisation is facing.

Your potential customer has a filter up the moment he is approached by a salesperson, because he expects you to sell to him.

What can salespeople do to demonstrate thought leadership in the sales process?

Thought leadership is critical because early engagement with a customer has to overcome a filter. Your potential customer has a filter up the moment he is approached by a salesperson, because he expects you to sell to him.

Thought leadership is having the ability and willingness to help the customer without it being about your product and your sale. It’s understanding his challenges and making recommendations that might or might not involve your product – you might make a number of recommendations, and it’s building trust that your interest is helping solve problems, before making a sale.

While meeting in person can accelerate trust building, there are other ways to build trust, such as through Zoom, by showing thought leadership and an authentic desire to help solve problems.

HARSHA KOTIKELA

Director NUTANIX

How important is trust in the relationship between sales and customers in enterprise sales, and how can it be nurtured?

There are some useful lessons that technology sales teams can learn from consulting. In sales, we incentivize for the quarter whereas partners in consulting firms take a more long-term view and strive to nurture long-term, trusted relationships.

Trust is an important factor in achieving the end goal, and there are multiple paths to building it. One way is through long-term relationships where you have seen someone's behaviour over time. While meeting in person can accelerate trust building, there are other ways to build trust, such as through Zoom, by showing thought leadership and an authentic desire to help solve problems.

Global software developer Nutanix is a pioneer in the development of hyperconverged infrastructure solutions, making clouds invisible and freeing customers to focus on business outcomes. The company helps customers to manage hybrid multi cloud environments more effectively, from any location.

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Jeff Platon, HOXHUNT

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