1 Video 9 – Understanding Complex B2B Sales George SzantoIBMS Semester 6b Fall 2013
2 Outline of Topics What are complex B2B sales – a definition New B2B purchasing realitiesCurrent problems & challenges facing B2B eMarketeers
3 Learning ObjectivesUnderstand the characteristics defining complex B2B sales cyclesName 2 – 3 different kinds of buying center roles commonly encountered in complex B2B salesExplain briefly how recent online B2B purchasing behavior has changed the nature and focus of corporate marketing and sales functionsGive some examples of challenges or problems facing eMarketing practitioners in 2013
4 What is a Complex B2B Sale Product/Service difficult to comprehendInfluences buyer’s corporate strategy, tacticsPersonal risks to buyer’s reputation, statusLong decision cycle, 6 months or more4 – 10, or more, people involved on buyer’s sideSometimes requires or implies long(er) term relationship with vendor
6 New Purchasing Realities Shift of B2B to self educationTarget communications to wherever prospects spend time onlineFocus on attraction not capturing prospects
7 New Purchasing Realities (2) Problem for buyers isn’t finding products or services onlineProblem is delivering outcomes, results that they are asked for!
8 Problems in B2B Corp. eMarketing Many companies do not work in structured ways68% no sale funnel61% send leads directly to sales79% don’t score leads65% don’t nurture leadsFortunately –not my work experience the past 12 yrs. in NL
9 Problems in B2B Corp eMarketing For More Information about Content Challenges for B2B Marketing Professionals – see the PDF document – from Marketing Sherpa Posted under Meeting # 1
10 Thank You Please attempt the online quiz associated with this lecture. Also, you are expected to contribute to the online discussion question concerning this topic posted on the ibmsem.org website.