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B2B relationships these days are like a series of dates: vendors must bring their "A-game" to every interaction in order to earn the right to have another date. And given the amount of choice in the market these days, customers can afford to be extraordinarily fickle. It wasn’t always this way, of course. As early as a decade ago, the power belonged entirely to the vendor, and the customer had little leverage. Today, the buyer/seller power dynamic has completely flipped. And, as a result, your customer is just not that into you. They don’t have to be. But here are some ways that you can fix it!
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Your customer is just not that into you
But you can fix it!
#SellLikeYouDate
It’s about the customer (not about you)
The B2B relationship today is more complex & fragile than
ever
46% of forecasted deals
close
(CSO Insights)
Engagement the new currency of B2B
Engaged customers are worth 23% more in wallet share, profitability and revenue
B2B sales needs a facelift
Your content sucks Your sales process sucks Your systems suck
Who are we to say?
Survey of 150+
B2B reps
Software that brings you
closer to your customer
Analyze 1000s of customer
interactions/day
Have you ever embarrassed yourself on a club trip?
46% YES
54% NO
We provide hard hitting insights
Where are you getting your best
leads?
16% 84%
Reps feel they do the heavy lifting
Which probably explains this Who would you fire first?
40% VP Sales
CMO
60%
Here’s how to fix it: Inspire rich content
Energize sales process
Differentiate
tools
Inspire Rich content or Product slicks?
#SellLikeYouDate
This is what your clients see…
41% say product slicks and marketing decks
are the least valuable content
Content drives B2B engagement
Customers are looking for content that teaches, inspires and challenges
What content compels B2B sales?
73% of purchasers prefer “thought leadership” vs.
“advertising” (Hubspot)
Rich media delivers 2x marketing
contribution to pipeline (Aberdeen)
“Video is the new Doc”
Companies using video see
36% increase in sales
(Brightcove)
Customers in closed won deals interacted with 65% more
thought leadership & rich media content than closed lost deals
Our Findings
Buyer Views by Item
Content engagement patterns
Energize Buyer’s journey or Sales process?
#SellLikeYouDate
A linear sales process,
managed & controlled by a salesperson is
no longer a relevant
metaphor.
The sales process is broken
The buyer’s journey involves MASSIVE consensus
& alignment
New school Old School
Decision making has changed
Our Findings Closed won deals have
33% more buyers participating in the evaluation.
Champions & Influencers Form
# Items Viewed Per Buyer
Differentiate Systems of Engagement or Systems of Record?
#SellLikeYouDate
Systems of engagement are eating systems of record
Which tool is more essential to your success?
28%
72%
what customer wants to be managed, anyway?
$75 Billion of investment
in CRM
70% failure rate
Customers spend 28% of their week inside of their inbox (receiving 600+ emails/week)
(McKinsey)
Customers are drowning in email
Reps know email is broken B2B reps say email averages a response rate of less than 30%
Vmail is even more broken
Reps say voicemails average a response rate of less than 25%
Re-Introduce Social Obligation “@mention” or “like” induces a dopamine rush
@
@mentions drive engagement Content uploads and views
Are you connected with prospects on Facebook and Twitter?
51% Yes No
49%
Adopting consumer tools for work
And mobile engagement too! Which device would you get rid of first?
20%
80%
So, what does all of this mean?
Don’t be timid
Business is changing:
You need to adapt
Inspire with rich content Rich media, thought leadership & 3rd party content will inspire customers
Energize with new sales process
Focus on the buying process... Not the sales process
Differentiate with tools Leverage tools and systems that engage
rather than mechanize
