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INTERVIEW WITH

Joseph Lee

Vice President Growth Marketing, Ontra

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

Many customers go into the buying process aiming for a 30-50% reduction on list pricing, and that is easier if there is a sales rep to work with on customising pricing and features to fit their budget.

How do you see enterprise sales organisations changing in response to the emergence of younger, digital-first buyers?

Enterprise technology sales can be costly and complex, and even millennial buyers will value the involvement of a sales rep in that process. Many customers go into the buying process aiming for a 30-50% reduction on list pricing, and that is easier if there is a sales rep to work with on customising pricing and features to fit their budget.

Creating those moments of opportunity where you can have sales conversations is often easier at sponsored events and trade shows, and in our industry hosting a private dinner or ancillary event has proven very successful.

What experiences can be used to establish and build relationships in a virtual selling environment?

There are research documents suggesting that B2B buyers don’t want to show up in person, but I think building a go to market strategy around that research is short sighted. The reality is that in-person events continue to be a successful strategy for many organisations, including our own.

Creating those moments of opportunity where you can have sales conversations is often easier at sponsored events and trade shows, and in our industry hosting a private dinner or ancillary event has proven very successful.

Second, thought leadership hosted events that could eventually become industry conferences. We invite heavy hitters in the industry to speak, and our CEO did a presentation about our solutions and how they apply to current challenges. We use the heavy hitters to get people there, but one fifth of the audience are our people, who are ready to open those conversations.

Someone might not want to take a meeting just for the sales aspect, but if it’s a valuable experience, they won’t mind talking to sales because the event overall is worthwhile for them.

JOSEPH LEE

Vice President Growth Marketing

ONTRA

Should salespeople spend more time participating in experiences that inspire, surprise and delight their customers?

A lot of virtual experiences can be ineffective, but I think that virtual roundtables are the exception. When we talk about experiences like virtual wine tasting or entertainment-based events, the virtual experience can’t compare to the experiences that are available when you meet in-person.

However, in-person meetings can be effective at capturing the attention of people who might otherwise be a little resistant and give you the space to open that conversation. Someone might not want to take a meeting just for the sales aspect, but if it’s a valuable experience, they won’t mind talking to sales because the event overall is worthwhile for them.