The document discusses strategies and trends in B2B marketing and sales. It notes that 67% of the B2B buyer journey is now digital, and that peer references and social media engagement are important. It also emphasizes that B2B buyers are more informed than ever and seek information independently of sales pitches. Successful strategies require understanding buyers' needs at each stage, from awareness to consideration to relationship building, and providing personalized, relevant content.

1. Strategy, insights, and trends
in the B2B space

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6. • 67% of the B2B buyer journey is now done digitally –
senior officers included
• Peer to peer references and COIs are important in the
short list and buying decision
• 86% of business buyers engage in some form of social
media activity for work purposes
• Information workers spend >30% of time daily online
seeking info to do their jobs
• Consumer intimacy important: “Show me you know me
and demonstrate value”
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References: Sirius Decisions and Forrester Research

7. AWARENESS
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CONSIDERATION RELATIONSHIP
CUSTOMERS AND INFLUENCERS – INTERNAL AND EXTERNAL

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“The hunter has become the hunted.
Buyers are more informed and seek
information independent of sales.
How sales people want to sell has little
impact on how buyers are choosing to buy.”
Source: SiriusDecisions, “Marketing Needed for Sales 2.1”

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Sales Presentations
Product Information
Service Profiles
Features and Benefits

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BRAND
PRODUCT CLAIMS
SERVICE PROMISE
NATIONAL PROMOTION
IDENTIFYING LEADS
CLOSING DEALS
RELATIONSHIP MANAGEMENT
LOCAL REPRESENTATION
MARKETING SALES

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“We know what clients
want, why don’t THEY
use what we make!”
“We know what clients
want, why don’t THEY
make stuff we can use!”

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“The sales rep must prepared to
discuss the buyer’s specific
business – yet 31% of sales reps
are not prepared with even a basic
level of Web-available information
before taking a buyer’s valuable
time.”
Source: IDC, “Sales Enablement and the
Year of the Sales Rep.”

16. AWARENESS
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CONSIDERATION RELATIONSHIP
CUSTOMERS AND INFLUENCERS – INTERNAL AND EXTERNAL

17. • Clients are engaged long before you are in the
room.
• Your offering is judged and evaluated by more
people than you will ever meet.
• More complex: multichannel, multi-device, mobile.
• Clients are demanding more bespoke,
personalized and social interactions.
• Forces us to create content that truly serves
clients’ needs.
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I need to reduce my
overall real estate costs
Talent retention is a
concern for me – how
can I help employees
optimize work-life
balance?
How do I support more
devices and operating
systems without adding
to my head count?
COO
CIO
HR
Director

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Do I have the info I need
to support this decision
in the C-suite?
When asked for input on
this initiative, do I have
the info to support this
change?
Do I have the info to
champion this initiative?
Do I have the info to
choose the right
partner?
COO
CIO
HR
Director

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I downloaded a research
report that convinced me
that this is a good idea.
The company sent me a
great email series to
help me with my
department’s issues.
By participating in an
online client forum for
several months, I have a
high degree of
confidence.
COO
CIO
HR
Director

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“Ensure that you develop a mix of
resources, both internal and external
to your company, to ensure that you
project a true outside-in point of
view. This will make your content
more attractive to prospects, buyers,
and users at all stages of their
journeys.”
Source: Peter O’Neill, Forrester Research, B2B
Marketers Prefer To Create Their Own Content Mostly
For Lead Nurturing

33. 1. Know who the content is for and why they matter
to your organization.
2. Know what you expect them to do with it. Ask
how this furthers your business.
3. Know how this makes your client’s job easier.
4. Understand the implicit promise in offering this
content and know that you can sustain it.
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“We have everything we
need to go ahead.
Let’s go with Colliers”