B2B Brave New World of Sales

The Brave New World of Sales: Responding to Shifts in the Buying Model

Thursday, January 7, 2010

Sponsored by:

#BTOBWC

http://twitter.com/btobmagazine

Welcome

Bob FelsenthalPublisherBtoB magazine, BtoBOnline.com

Our Sponsor

Ellis BookerEditor, BtoB & Media Business

Housekeeping

Submit Questions

Housekeeping

Download Slides

Housekeeping

Tweet the Webcast: #BtoBWC

http://twitter.com/btobmagazine

Responding to Shifts in the Buying Model

CHALLENGE: A more discerning and educated buyer has lengthened sales cycles and puts more pressure on Sales and Marketing professionals.

Anthony AnticoleDirectorCorporate Executive Board

Steve WoodsCTOEloqua

Live Polling QuestionWhen it comes to prospects/customer teaching, we do [select one]:-None-Very little-Some-A great deal-This defines us

Anthony AnticoleDirectorCorporate Executive Board

Photo Needed

Live Polling QuestionWhat is the top obstacle in implementing teaching [select one]: -Financial-Technical-Time-Training Materials-Executive Buy-In

Steve WoodsChief Technology OfficerEloqua

PRIVILEDGED AND CONFIDENTIAL21

COMMERCIAL TEACHING

DIFFERENTIATING THE PURCHASE EXPERIENCE

PRIVILEDGED AND CONFIDENTIAL22@stevewoods digitalbodylanguage.blogspot.com

What should I teach?

Marketing: Unique value proposition, per segmentPermission to stay in communicationAdd value at each interactionUnderstand who is engaged, who is not


Building a University

Unique value propositionFlying car challenge


How do I enable Sales

Sales: Sequence and structure teaching interactionsUnderstanding of current situation is keyThree levels of understanding> Individual> Buying Team> Territory


Sales: Understand Individuals

What knowledge are they searching for?What offers of education have they responded to?



Search

Email re: web

activity




Search Careful

education

Call: eliminated

Email re: web

activity

Demo

Deep Dive: Product Pages




Search Careful

education

Call: eliminated

Email re: web

activity

Demo

Silence


Deep Dive: Product Pages


Sales: Understanding Teams

Who is engaged in an educational experience? Who is not?Who might be questioning/challenging the education?


Sales: Understanding Territories

Which organizations are beginning to self-educate?


How do I arm advocates?

Advocates: easily sharable informationWhat content is being soughtHow to create that contentSocial media facilitates sharing


Advocates: Deep Content

Search complexity increasing


Your solution, their businessSubject Matter ExpertsNon-standard writers

Advocates: Arm with expertise


Advocates: Content Creation Asymmetry

Most content created by minority of writersMost writers are active on social mediaTwitter -> Relationship -> Writing


Summary

Educate each segment towards a unique value propMaintain permission to keep in contact

Enable sales to educate

Arm advocates on your behalfSharable, deep, high quality content

Commercial Teaching

Q & ASponsored by:

Additional InformationAnthony AnticoleDirectorCorporate Executive Board E-mail: [email protected]

Steve WoodsCTOEloquaE-mail: [email protected] Twitter: @stevewoods Digital Body Language blog: http://digitalbodylanguage.blogspot.com

Thank You

Bob FelsenthalPublisherBtoB Magazine, BtoBOnline.com