Survey Poll Results
How much do you think the role of salespeople in the sales process needs to be rethought given changing buyers needs and habits?
As in the last two MarketView surveys, though this time with a much larger and more global pool of interviewees, more than half of the B2B marketing leaders we interviewed (in this case 55%) felt that the role needed to change ‘radically’. The rest said the role needed to change to at least some extent. No one thought it could continue as it has.
Marketers should invest more in delivering experiences for buyers given the generational shift towards entertainment
More than 9 in 10 interviewees agreed with this statement, suggesting that B2B organisations absolutely need to capitalize on the latest communications mechanisms. Today, options include podcasts, Guild forums, debate panels, games/quizzes, and peer polls.
Does involving your buyers and salespeople in thought leadership programs appeal to you?
As in our previous polls, 100% of interviewees embraced the idea that buyers and salespeople would benefit from playing a more active role in thought leadership programs. This is about taking buyers on a journey, and listening and responding to what they share about their needs and experiences.
Audiences no longer distinguish between B2C and B2B buying experiences. To engage buyers today businesses should surprise, excite and entertain them in the same way consumer experiences do.
Once again, as many as 8 in 10 interviewees felt that B2B buyers now have the same needs and expectations as consumers when interacting with brands and suppliers. This places the onus on B2B suppliers to be more creative and engaging across all channels.