B2B Brave New World of Sales
•
0 likes•316 views
This document summarizes a webcast about responding to shifts in the buying model. It discusses how a more educated buyer has lengthened sales cycles and increased pressure on sales and marketing. It also discusses enabling sales teams to educate buyers through understanding individuals, buying teams, and territories. Additionally, it covers how to arm advocates by providing sharable, deep, high-quality content that addresses what content buyers are seeking. The goal is to educate each buyer segment around a unique value proposition and maintain ongoing communication.
More Related Content
Viewers also liked
Similar to B2B Brave New World of Sales
Similar to B2B Brave New World of Sales (20)
Recently uploaded
Recently uploaded (20)
B2B Brave New World of Sales
- 1. The Brave New World of Sales: Responding to Shifts in the Buying Model Thursday, January 7, 2010 Sponsored by: #BTOBWC
- 2. Welcome Bob Felsenthal Publisher BtoB magazine, BtoBOnline.com
- 3. Our Sponsor
- 4. Ellis Booker Editor, BtoB & Media Business
- 7. Housekeeping Tweet the Webcast: #BtoBWC
- 8. 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.
- 9. Anthony Anticole Director Corporate Executive Board Steve Woods CTO Eloqua
- 10. Live Polling Question When it comes to prospects/customer teaching, we do [select one]: -None -Very little -Some -A great deal -This defines us
- 11. Anthony Anticole Director Corporate Executive Board Photo Needed
- 19. Live Polling Question What is the top obstacle in implementing teaching [select one]: -Financial -Technical -Time -Training Materials -Executive Buy-In
- 20. Steve Woods Chief Technology Officer Eloqua
- 21. PRIVILEDGED AND CONFIDENTIAL21 COMMERCIAL TEACHING DIFFERENTIATING THE PURCHASE EXPERIENCE
- 22. PRIVILEDGED AND CONFIDENTIAL22 @stevewoodsdigitalbodylanguage.blogspot.com What should I teach? Marketing: Unique value proposition, per segment Permission to stay in communication Add value at each interaction Understand who is engaged, who is not
- 23. PRIVILEDGED AND CONFIDENTIAL23 @stevewoodsdigitalbodylanguage.blogspot.com Building a University Unique value proposition Flying car challenge
- 24. PRIVILEDGED AND CONFIDENTIAL24 @stevewoodsdigitalbodylanguage.blogspot.com How do I enable Sales Sales: Sequence and structure teaching interactions Understanding of current situation is key Three levels of understanding > Individual > Buying Team > Territory
- 25. PRIVILEDGED AND CONFIDENTIAL25 @stevewoodsdigitalbodylanguage.blogspot.com Sales: Understand Individuals What knowledge are they searching for? What offers of education have they responded to?
- 26. PRIVILEDGED AND CONFIDENTIAL26 @stevewoodsdigitalbodylanguage.blogspot.com Sales: Understand Individuals Search Email re: web activity What knowledge are they searching for? What offers of education have they responded to?
- 27. PRIVILEDGED AND CONFIDENTIAL27 @stevewoodsdigitalbodylanguage.blogspot.com Sales: Understand Individuals Search Careful education Call: eliminated Email re: web activity Demo Deep Dive: Product Pages What knowledge are they searching for? What offers of education have they responded to?
- 28. PRIVILEDGED AND CONFIDENTIAL28 @stevewoodsdigitalbodylanguage.blogspot.com Sales: Understand Individuals Search Careful education Call: eliminated Email re: web activity Demo Silence What knowledge are they searching for? What offers of education have they responded to? Deep Dive: Product Pages
- 29. PRIVILEDGED AND CONFIDENTIAL29 @stevewoodsdigitalbodylanguage.blogspot.com Sales: Understanding Teams Who is engaged in an educational experience? Who is not? Who might be questioning/challenging the education?
- 30. PRIVILEDGED AND CONFIDENTIAL30 @stevewoodsdigitalbodylanguage.blogspot.com Sales: Understanding Territories Which organizations are beginning to self-educate?
- 31. PRIVILEDGED AND CONFIDENTIAL31 @stevewoodsdigitalbodylanguage.blogspot.com How do I arm advocates? Advocates: easily sharable information What content is being sought How to create that content Social media facilitates sharing
- 32. PRIVILEDGED AND CONFIDENTIAL32 @stevewoodsdigitalbodylanguage.blogspot.com Advocates: Deep Content Search complexity increasing
- 33. PRIVILEDGED AND CONFIDENTIAL33 @stevewoodsdigitalbodylanguage.blogspot.com Your solution, their business Subject Matter Experts Non-standard writers Advocates: Arm with expertise
- 34. PRIVILEDGED AND CONFIDENTIAL34 @stevewoodsdigitalbodylanguage.blogspot.com Advocates: Content Creation Asymmetry Most content created by minority of writers Most writers are active on social media Twitter -> Relationship -> Writing
- 35. PRIVILEDGED AND CONFIDENTIAL35 @stevewoodsdigitalbodylanguage.blogspot.com Summary Educate each segment towards a unique value prop Maintain permission to keep in contact Enable sales to educate Arm advocates on your behalf Sharable, deep, high quality content Commercial Teaching
- 36. Q & A Sponsored by:
- 37. Additional Information Anthony Anticole Director Corporate Executive Board E-mail: anticola@executiveboard.com Steve Woods CTO Eloqua E-mail: steven.woods@eloqua.com Twitter: @stevewoods Digital Body Language blog: http://digitalbodylanguage.blogspot.com
- 38. Thank You Bob Felsenthal Publisher BtoB Magazine, BtoBOnline.com