Inbound Marketing Summit - Debunking the Myths of B2B Selling - Sanjeev Joshi

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It’s time to put the customer back in control of the Sales engagement process which is often not the case in a traditional B2B Customer/Sales relationship. Contrary to popular belief, B2B customers, like most consumers, prefer to research products online prior to purchasing. High Tech enterprise products are relatively complex and customers struggle to get quality content that is tailored to their purchasing needs. With the recent launch of the online EMC Store, the company has experienced tremendous success in less than six months using simple, inbound marketing techniques. Join Sanjeev Joshi, Senior Director of Digital Commerce at EMC, as he shares how companies can use inbound marketing to make a meaningful impact on the sales pipeline while keeping customers in the driver’s seat.

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Inbound Marketing Summit - Debunking the Myths of B2B Selling - Sanjeev Joshi

  1. 1. Debunking the Myths of B2B Selling Sanjeev Joshi Senior Director, Digital Commerce EMC Corporation October 17, 2013 © Copyright 2013 EMC Corporation. All rights reserved. 1
  2. 2. Key Trends of B2B IT Customers • More than 60% of customer buying decisions are completed before meeting a sales rep • Online interactions help drive buying decisions • Generalists and specialists search differently and want different types of offers • Customers and partners want easier ways to buy © Copyright 2013 EMC Corporation. All rights reserved. 2
  3. 3. Typical B2B Marketplace Dynamics Product & Offer Complexity Multiple Routes to Market Decision Makers vs. Purchasing Agents Multiple Customer Contacts Fulfillment Complexity Contracting Complexity © Copyright 2013 EMC Corporation. All rights reserved. Pricing Complexity 3
  4. 4. EMC’s Start in Digital Commerce Browse Search Products Select Product & Options Submit Price Quote Request Click to Chat & Hotline © Copyright 2013 EMC Corporation. All rights reserved. 4
  5. 5. Data is Disproving Many Myths Only SMB Customers will Use the Store Enterprise 54% SMB 46% Customers want to speak with EMC Sales before engaging a partner 63% Of US customers chose a Partner during RFQ checkout © Copyright 2013 EMC Corporation. All rights reserved. IT Professionals Do Not Use Social Media  66,500 People  774 Likes  112 shares  240 links clicked  643 unique visitor referrals  381 unique visitor referrals  727 Interactions  330 Likes  404 Links Clicked  700 Unique visitor referrals Most Traffic/ Leads will be from the US 49% 51% ROW quickly surpassed US for Leads 5
  6. 6. Drive Measurable Sales Impact 000 000 Quiet Launch Stabilize Run initial .com Adj. CTA’s, start CTA experiments Social 000 Backup & Recovery Launch .com CTAs v2 Midrange Mega Launch! 60 50 40 000 30 000 20 000 10 000 0 0 Mar Mar Mar Mar Mar Apr Apr Apr Apr May May May May Jun Jun Jun Jun Jun Jul Jul Jul Jul Aug Aug Aug Aug Sep Sep 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 Non-EMC unique visitors Qualified Leads Quote through RFQ, Chat 2 week moving average for qualified leads © Copyright 2013 EMC Corporation. All rights reserved. 6

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