B2B buyer frustration with the sales process has grown 25% in the last year. The new generation of buyers are seeking a far more digital and hands-off buying experience, pushing today’s seller to innovate. Adapting to these new expectations isn’t easy. And, Enterprises can have it even harder – with larger teams, more complex org structures, and big audacious pipeline targets.

2. Understanding the Modern B2B Buyer
Digital Trends & Insights
Michela Fitten
Senior Revenue Marketer

3. 90% of B2B Buyers
expect a similar
experience when
buying on a B2B
website as they do
in a B2C
experience.
DIGITAL TREND #1
Reference: The B2B Future Shopper Report 2021 by Wunderman Thompson Commerce
Survey: 604 B2B buyers in 2021
Title: Manager and above
:
Survey Responses
Product Interactions
Technical Support
Page Views
Customer service
Downloads
Intent Data

4. B2B Buyers are
overwhelmed by
information in the
purchase process
& find
contradictory
information
DIGITAL TREND #2
Reference: 2019 Gartner B2B Buyer Study
Survey: 1000+ B2B buyers, 2019
Title: Manager and above

5. To Post-Pandemic
B2B Buyers
Social Proof &
Independent
Validation Reigns
Supreme.
DIGITAL TREND #2
Reference: 2021 Buyer Preferences Study: Reconnecting with buyers by Korn Ferry
Survey: 261 B2B buyers, 2021
Company profile: revenue of at least $250 million.
Title: Director and above
SME & 3rd Party Independent Validators
Industry Professional Groups & Social
Communities
Vendor Websites
41%
36%
28%
44% Past Experience with Vendor

6. Digitizing Prospecting Experiences
Creating effective sales dashboards
Jay Tuel
VP GTM Strategy

7. Outbound Dash
Accounts by Engagement =
Journey Stages
Strong Predictive Scores, Recent Web
Traffic + Multiple Engaged People
Closed/Lost Opps > 90 days + Heavy Re-
Engagement
Competitive Intent + Strong Predictive Fit
Score
Most Engaged Personas at Top Accounts Highly Engaged Account, Low Sales
Touches

8. Customer Growth

9. ENT Acct Planning
● Customer Health Score
● Customer Journey Stage
● Engagement
● Upsell Planning
● New Product Intent
● Competitive Intent
● Red Flag Accounts
● Red Flag, Needs
Outreach

10. Engaged Contacts
● Organize contacts by persona
○ Ideal for Sales Engagement Tagging
○ Organized/Personalized Persona Messaging
○ Push to Persona Orchestration
● Prospecting
○ Multi-threading
○ Nurturing
○ Engagement Tracking
○ Pushing up priority list
● AE + SDR Planning
○ Identify new contacts/members of buying committee
○ Add to relationship map, use for expansion

11. Relational Selling 2.0
Nick Casale
Director of Enterprise Sales

12. The Digital Playbook Has Changed
New Digital Trends Investment in New
Digital Initiatives
By 2025, 80% of B2B sales
Interactions between
suppliers will occur in
digital channels
More than 1/5th of total
CMO budget earmarked for
new innovative programs to
fuel revenue growth
Customer Journeys
Have Evolved
From face to face
interactions to online
and hybrid experiences

14. We’re bombarded with around 121
emails, 60 calls, countless DMs, and
back-to-back meetings every day.
What does it take to get noticed?

15. Yet marketing spend
keeps increasing

16. Ads, marketing, and social
aren’t cutting through
the digital noise

17. It’s not the channels
that need to evolve–
it’s how we use them

19. Pre Demo
eGifts, Goldbelly,
coffee, or other lower-
value door openers
Buying Committee
Expand sphere of
influence, learn more
about committee, C-level
engagement
Post Demo
Personalization with
Amazon options, golf kits,
baseball kit. Key is to
make gift super
personalized
Validation
TEI report + gift, case study,
best practices, and uplevel the
gifting option through education
Close
Celebrate customer
win with a bottle of
champagne
Pre Demo Post Demo Buying Committee
Validation
(Business Case)
Close
Personalized Gifting Throughout the Sales Cycle

20. BUSINESS PROBLEM: Difficulty cutting through the noise to
gain attention of key decision-makers at enterprise accounts.
SENDOSO SOLUTION:
● Utilized Demandbase integration to identify and target
specific accounts with personal and memorable
experiences designed around the holidays.
● Coordinated follow-up cadences with SFDC and Outreach
$5.5M
Sourced in Pipeline
50%
increase in meeting
show rates
$33M
influenced pipeline
14%
lift in conversion
rates

21. Scaling Personal Outreach & the
Digital Sales Process with Rev Ops
Melinda Monaco,
Director of Growth & RevOps

22. 22
© 2022 Folloze Confidential
B2B buyers are
driving change
Buyers are guiding their own journeys:
$1M+
purchases via self-
service platforms
will be through digital-only
channels by 2025
80
%
Sources: McKinsey and Gartner

23. 23
© 2022 Folloze Confidential
61% of businesses believe they’re
delivering very satisfactory
customer experiences
of B2B buyers are dissatisfied
with their purchase experience
77
%
But there’s a
disconnect.
Sources: McKinsey and Demand Gen Report

24. B2B Selling has a new mandate in the Experience Era
The primary
driver of growth
Drive an efficient
end-to-end
digital buying
experience
Deliver
personalized
experiences at
scale

25. Buyer Experience 3.0: Connected, Personalized, Powerful.
ABM/
Demand Gen
Regional
Marketing
Sales/
CS
Event
Marketing
Content
Marketing
The Buying
Experience: The
most important thing
in Sales and
Marketing.”
— Gartner

26. John
Mary
Jill
Albert
Thomas
Kristie
William
Gary
Preetish
Real-time
Dynamic
Content
Auto-personalized
for each individual
Personalized Outreach
Delivered from Sales
Rep email outbox
Experiences built
in minutes

27. Digital Sales
Rooms
Gartner predicts that by
2025, half of all enterprise
B2B sales
implementations will
include Digital Sales
Rooms, and 80% of all
B2B interactions between
buyers and suppliers will
take place on digital
channels.

28. Enhanced
Behavioral
Data
Leverage deep behavioral insights
and AI to personalize content-
powered buyer journeys

29. Thank you
What will you build today?