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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


Rosina Feser

Director of Sales & Marketing

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

How has the enterprise buying journey changed in recent years?

The buying journey in B2B enterprise sales has changed considerably following the rise of digital technologies. It used to be that human contact with a salesperson was typically one of the first steps in a buyer’s journey, but this has now moved towards the latter stages of most journeys. In its place, buyers undertake independent, digital research at the start of their journeys to learn as much as possible about potential solutions without the influence of a salesperson. If they feel that the solution could help them overcome their challenges, then they will reach out to the company to continue the buying journey or perhaps even complete the purchase independently and entirely self-serve if it is not a complex one. The more complex or bespoke a solution is likely to be, then the greater need for salesperson involvement and direct human interaction there will be. It’s important for B2B marketers to remember that even though a prospective customer may not be directly interacting with your human sales colleagues in the early stages of their buying journey, your digital content still needs to speak to them as a human being to successfully move them along their journey.

The more complex or bespoke a solution is likely to be, then the greater need for salesperson involvement and direct human interaction there will be.

What can enterprise businesses do to create exceptional buyer experiences?

The very best enterprise B2B sales processes make the buyer feel like a hero. If your sales process results in the buyer feeling an immense sense of pride that the solution they are bringing into their company is going to provide XYZ benefit to the business, then you are on a winning path. A great way to start the buyer’s experience on a highly positive note is to offer an interactive or immersive experience that brings your solution to life for them. Something that makes them instantly think “holy crap, I need this!”. Our favorite way of doing this is to stick a VR headset on people who visit our stand at trade shows, and demonstrate a fall protection training programme we’ve created. The user is taken through an interactive experience where they are on 400 foot drop high scaffolding and have to choose which safety harness to wear. What they don’t know is that the scaffolding is going to fall out from beneath them. If they choose the right harness then they will dangle safely, and if they don’t… well let’s just say it’s an eye opening experience for them! We find that anybody who goes through this immersive experience then talks to colleagues and friends about it too, creating hugely positive word of mouth marketing referrals for us.

The very best enterprise B2B sales processes make the buyer feel like a hero.

What is a marketing tactic that more enterprise businesses should use in 2023?

Thought leadership is a hugely valuable tool for enterprise B2B businesses who want to level up their marketing this year. It can be used to support both your sales team and your existing customers. But you have to do your homework first. Take the time to really research your industry and how your solutions fit into it. From there, you need to start predicting future problems and challenges that the industry could face. This is the base for your thought leadership content. Once you’ve researched and created your thought leadership pieces, you can then promote them online to your target audience. What’s great about this is that not only can you get engagement and potential lead generation from the promotion, but it also gives your salespeople a great reason to reach out to specific prospects they’re targeting and invite them to read the thought leadership content. Well researched thought leadership content will add value to the professional lives of readers and ultimately strengthen the relationships with your prospects.

Well researched thought leadership content will add value to the professional lives of readers and ultimately strengthen the relationships with your prospects.

ROSINA FESER

Director of Sales & Marketing PIXOVR

PIXO offers a complete, end-to-end, extended reality (XR) solution for enterprise businesses. Their patent-pending content distribution, management, and analytics platform makes XR — including virtual reality (VR), augmented reality (AR), and mixed reality (MR) applications — easier to manage than ever before. With one cloud-based system, organizations can deploy, use, and scale XR content across potentially numerous global endpoints and thousands of users and devices.

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Rohit Wadhwa

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