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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


Kenneth Dec

Founder/CEO

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

B2B sales teams must adapt to avoid wasting time on top of funnel activities. Instead, they should adopt an ABM strategy, while marketing supports that strategy.

Research suggests that many millennial buyers prefer a digital-first B2B sales process. How do you think B2B organisations should adapt their sales and marketing processes?

In my experience there is a disconnect between how people respond to surveys and what happens in real sales environments. The more complex a sale is, the more people are involved, and once you get to a point where there are a dozen people on a committee, those sales cannot be completed without inserting a sales person.

We do see that the sales role now happens further down the funnel, after the buyer has done their research. B2B sales teams must adapt to avoid wasting time on top of funnel activities. Instead, they should adopt an ABM strategy, while marketing supports that strategy.

This is a hard shift to make, especially in sales. We need to do the hard work upfront. We need to identify companies that are qualified targets, and then sales and marketing need to collaborate to have the right content in front of the right people at the right time. That’s not the playbook we are used to running in sales.

We are doing more remote selling and that means the tool kit used by sales teams has to change.

What role do you think events and face to face interactions play in B2B sales in the post-pandemic landscape?

We are doing more remote selling and that means the tool kit used by sales teams has to change. Rather than face to face meetings with one person, we are engaging with a more complex and remote buying decision that might involve five or even a dozen different people.

For example, we’re seeing an increasing role for tools that guide prospects through demonstrations, especially in the software business.

As a format, video is extremely powerful and if the video is created authentically, and is useful it can seem less obviously ‘sales’ than an email.

KENNETH DEC

Founder/CEO CMO & GROW

What do you see as the most important change sales and marketing organisations should make when targeting millennial buyers?

If you have looked at TikTok then the answer is clearly that we should be making a lot more videos.

That might mean short, animated videos, quick first-person explanations of product features, or more complex three to five minute classes and tutorials. Using video intelligently means the marketing team always needs to consider how the video works, what it communicates, and why.

As a format, video is extremely powerful and if the video is created authentically, and is useful it can seem less obviously ‘sales’ than an email. Organisations should use video to educate but also to entertain. The good news is that the tools to create video are really simple, and relatively inexpensive - and they are highly effective.

If most conversations are now happening mid-funnel, how do you get from mid-funnel to close faster? Marketing can support that with content and sales can support it with more video interactions.

CMO & Grow provides fractional CMO services to B2B brands that help to drive funnel value, volume and velocity. The company has enabled the building of brand, demand and branded experiences for global B2B brands for more than 20 years.

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Lisa Viselli, ESCALENT

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