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Building Digital -First sales experiences for Enterprise Sellers
The document outlines key digital trends influencing B2B buying experiences, emphasizing that modern buyers expect B2B platforms to mirror B2C interactions and face challenges due to information overload. Companies are urged to personalize marketing strategies and adapt digital engagement efforts, aiming for improved customer experiences to drive growth. It highlights the necessity of integrating digital strategies into sales processes, predicting a significant shift towards digital channels for sales interactions by 2025.
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Building Digital -First sales experiences for Enterprise Sellers
- 2. Understanding the ModernB2B Buyer Digital Trends & Insights Michela Fitten Senior Revenue Marketer
- 3. 90% of B2BBuyers 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 overwhelmedby 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 SocialProof & 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 Creatingeffective sales dashboards Jay Tuel VP GTM Strategy
- 7. Outbound Dash Accounts byEngagement = 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.
- 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 ● Organizecontacts 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 NickCasale Director of Enterprise Sales
- 12. The Digital PlaybookHas 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 witharound 121 emails, 60 calls, countless DMs, and back-to-back meetings every day. What does it take to get noticed?
- 15. Yet marketing spend keepsincreasing
- 16. Ads, marketing, andsocial aren’t cutting through the digital noise
- 17. It’s not thechannels 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: Difficultycutting 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 FollozeConfidential 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 FollozeConfidential 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 hasa 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 PersonalizedOutreach Delivered from Sales Rep email outbox Experiences built in minutes
- 27. Digital Sales Rooms Gartner predictsthat 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 behavioralinsights and AI to personalize content- powered buyer journeys
- 29. Thank you What willyou build today?
Editor's Notes
- #4 Digital Trend 3: Customers’ digital buying behavior is increasing allows more productive analytics and coordinated customer engagement Customers’ increased digital buying behavior creates innumerable opportunities for analytics- and data-driven sales organizations. As customers engage online, they inevitably leave tracks — like footprints in the snow. Whether it’s page views, downloads, shares or a wide range of similar activities, marketing organizations have long used these digital signals to better measure both depth of customer engagement and readiness to buy — albeit with varying degrees of success. be it customer service, technical support, customer success, product interactions, sales and marketing to inform an enriched view of the customer organization.
- #5 What can you do differently? >> Become a guide in the process - Relational selling is not dead and can be leveraged. Nick
- #6 What can you do differently ? 1) Focus on using social proof in your messaging #2) connecting with buyers inside professional groups #3) Striving for high-quality interactions with your customers.
- #19 Intelligent gifting allows you to separate yourself as an individual but also allow your brand/company stick out as well. It’s a strategy best utilized all throughout the customer journey so let’s dive into different plays.