The document discusses how marketing and sales have changed dramatically in recent years due to new buyer behaviors and technologies. Buyers now do extensive research online before engaging with sales, and use a variety of information sources and networks to make purchase decisions. This has shifted power to buyers and made traditional sales approaches like cold calling much less effective. The document recommends that companies focus on understanding buyer motivations, demonstrating value over price, stopping ineffective sales tactics, enabling sales teams, and aligning marketing and sales around content and messaging to engage buyers throughout the purchase process.

1. Re:Engage
Accelerating Your Pipeline through
Marketing’s New Dynamics

2. © 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview
57% of B2B customers feel that their sales
reps are not prepared at the first meeting.
33% of deals are being lost because of circumstances within your reps’ control

3. Why?

4. 1980’s – 1990’s: Calls & Closes
More Calls = More Leads = More Wins
© 1992 New Line Cinema

5. 1990’s – 2000’s: Process, Integration, Insight
Know the Process, Work the Process, Build the Pipeline

6. We were in control.

7. Then cracks started to show.

8. Relationships
with our reps
no longer
guarantee
consideration.
21%
15%
35%
24%
4%
48%
32%
10%
18%
11%
0%
10%
20%
30%
40%
50%
60%
2nd Choice
1st Choice
Top 2 Consideration Factors in a
Complex B2B Sales Cycle
Source: 2013 IDC Sales Enablement Overview

9. Buyers started
having…and
using…more
options.
Source: B2B Content Marketing Report, Holger Schulze, 2013

10. They turned from buyers into researchers.
Source: 1999 20th Century Fox

11. Work is now a state of mind.
It's imperative to understand their motivations, emotional attitudes and
levels of satisfaction with round-the-clock, all-device messaging.
Source: 2013 gyro “The At-Work State of Mind Project”

12. Customers
Suppliers
Co-
Workers
Family
Friends
Personal
Networks
Social
Networks
Review
Sites/Blogs
Buyer

13. Work goes home…
home goes to work.
Source: 2013 gyro “The At-Work State of Mind Project”

14. We’re living in a four-screen world.

15. It Created a Huge Challenge
Source: 2013 gyro “The At-Work State of Mind Project”

16. Self-Directed Decision Making
Prospects/customers started to delay purchasing
conversations with suppliers.
Due Diligence Begins First Engagement
w/ Sales
We’ve All Heard It:
Purchase
57%-70%

17. Buyers have taken control.

18. Oh sh*t.

19. Consider the way a car is purchased today.

20. It’s no longer simply about
“what” you sell, but “why”
and “how” you sell it.

21. 78%
Feel that a brand’s reputation is very important
when looking for business products/services.
Source: Google B2B Customer Study, June 2012 (n=629)

23. Knowing
Your Passion
Knowing
Me“Why”

24. “Today, B2B sales and lead generation
are about your brand assets,
thought leadership and emotions
built from the vast amount of information
that prospects now have access to.”

25. You create it.
Culture gives it purpose.
Marketing enables it.
Sales turns it to revenue.

26. So…what now?

27. Step 1: Stop passing the baton.

28. CIO
Peers
CIOs
C-LevelsIndustry Influencers
Competitors
ProvidersExperts
CEO
Investors
Board
Analysts
C-Level
Peers
Lines of
Business
Channels
Partner
Suppliers
Customers
IT
Department
Competitors
Providers
Peers
Help me enable the business.
Help my team be better.
Help me align
and deliver.
Help me make good
decisions.

29. Customers
Suppliers
Co-
Workers
Family
Friends
Personal
Networks
Social
Networks
Review
Sites/Blogs
Buyer

30. Prospects/customers started to delay
purchasing conversations with suppliers.
Due Diligence Begins First Engagement
w/ Sales
Alignment
Purchase
57%-70%

31. “Revenue Marketing”

32. Step 2: Obsess Over Value.

33. Price ≠ Value

34. Relationships
with our reps
no longer
guarantee
consideration.
21%
15%
35%
24%
4%
48%
32%
10%
18%
11%
0%
10%
20%
30%
40%
50%
60%
2nd Choice
1st Choice
Top 2 Consideration Factors in a
Complex B2B Sales Cycle
Source: 2013 IDC Sales Enablement Overview

35. 43% of IT buyers are willing to
change vendors to save time.
Source: 2013 IDC Sales Enablement Overview

36. 21%
16%
14% 14%
12%
10%
5%
13%
16%
18% 18%
6%
14%
1%
0%
5%
10%
15%
20%
25%
Business Leader
IT Leader
Most Valued Vendor Content During the Decision Process
(n=50)
Source: 2013 IDC Sales Enablement Overview

37. "First asked what problem we were trying to solve…
didn't start with a solution.”
"Provided a good demonstration of the product.”
"Went the extra mile to understand my needs and those of my
customers. That led to excellent communication and accurate quotes.”
”Took me through examples of other companies using the
solution and sent links and examples of independent
research and reviews from companies with similar issues.”
"Follow-up, timely follow-up, letting me know they are looking
into it and getting back to us regularly."
“Helped me create the bill of materials needed for a project.

38. Step 3: Stop the BS & Execute

39. Scott’s Inbox: 8/1-8/14
THIS IS NOT PERSONAL.

40. BullshIt

42. Select the right tools and use
them to get your message to
market most effectively and
most cost efficiently.

43. Usage
Effectiveness
Industry Press
Emails
Direct Mail
Website
SEO
Word of Mouth
Events/Webinars
Peer Review Sites
Online
Communities
Blogs
White Papers,
Videos, Webinars
Advertising
Calling

44. Source: UBM, “The Mind of the Engineer” study, 2012
The Mind of the B2B Techie

45. Source: Google/Compete Tech B2B Customer Study, June 2012. (n=1024 Tech B2B customers)
+30 Billion Searches in B2B IT

46. Source: Google/Compete Tech B2B Customer Study, June 2012. (n=1024 Tech B2B customers)
Search Drives B2B Engagement

47. 91% of Tech B2B customers
make purchase-related searches
from a mobile device.
Source: Google/Compete Tech B2B Customer Study, June 2012. (n=629 Tech B2B customers)

48. Source: Google/Compete Tech B2B Customer Study, June 2012. (n=629 Tech B2B customers)
Mobile Serves B2B

49. Source: Google/Compete Tech B2B Customer Study, June 2012. (n=1024 Tech B2B customers)
YouTube is the World’s #2 Search Engine
Product/Service Features Customer Reviews “How To” Instructions
66% of Tech B2B customers who view a video are likely to
search for more information or visit your website.

50. 19%
81%
Does Social Media Impact How
You Make Buying Decisions?
Source: 2013 EAG Buyer’s Experience Survey; n=200
So….
• Social networks do not yet exert
much influence over how IT
buyers interact with vendors.
• IT buyers do use social media
to develop trusted peers and
sources.
• First listen
(blogs, communities, forums, Lin
kedIn groups, twitter) then
become part of the discussion by
adding value to nurturing

51. Social Builds Credibility

52. 52%
Feel that their colleagues’ opinions are very important
when looking for business products/services.
Source: Google B2B Customer Study, June 2012 (n=629)

53. BUT THIS KEEP CHANGING.

54. Step 4: Enable Sales.

55. 57% of B2B customers feel that their sales
reps are not prepared at the first meeting.
33% of deals are being lost because of circumstances within your reps’ control
© 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview

56. “What your organization stands for
is as important as what you sell.”
IBM CMO Research 2012

57. 40%
22%
12%
9%
9%
6%
2%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Ability to understand & solve my challenges
Industry knowledge & expertise
Ability to leverage company's resources
Technology expertise
Likability & personality
Ability to communitcate differentiators
Product knowledge
Top 3 Vendor Sales Rep Attributes in Terms of
How they Influence Buying Decision
Source: 2013 IDC Sales Enablement Overview; n=204

58. Business
Leaders
IT
Leaders
Overall
Knowledgeable about their
products/solutions 88% 88% 88%
Understands my issues and
where they can help 34% 43% 38%
Can relate to my role and
responsibilities in the company 38% 29% 34%
“When you meet with a vendor salesperson, how often are they
prepared for the meeting with you in the following ways?”
Source: Forrester Research, Inc. (n= 166 North American enterprise business and IT decision makers)

59. Prospects/customers started to delay
purchasing conversations with suppliers.
Due Diligence Begins First Engagement
w/ Sales
Be the Concierge.
Purchase
57%-70%

60. © 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview
Sales Enablement:
The delivery of the right information to the
right person at the right time in the right format
and in the right place to assist in moving a
specific sales opportunity forward.

61. © 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview
Salespeople spend 7+ hours/week looking for
information to help them prepare for sales calls.
50% of sales tools are pushed via email and only 10% is
made available in a useful format.
Is it any wonder that one of three deals is lost due to
the lack of sales preparation?

62. 6 Key Takeaways:
1. Buyers are in control
2. Know your why
3. Align sales/marketing
4. Understand “value” and go the extra mile
5. Stop the B.S. and execute
6. Enable sales

63. It’s a great time to be in Tech.

64. Scott Salkin
Founder & CEO
ssalkin@idstm.com
602.881.1718
@scottsalkin
@idstm
IDS is a business-to-business
(B2B) marketing and lead
generation firm whose
mission is twofold:
1. to help technology companies
and startups grow through
smart, impactful sales and
marketing, and
2. to help our local community
and economy grow through
technology and entrepreneurial
advocacy and mentorship.