B2B

November 18 2014
8 Important Facts about High-Consideration B2B Solutions Purchases
Now this makes sense. Finally a good counter to the provocative but fallacious assertion that buyers of complex technology are moving through the buying process without material help from Sales because they can get what they need from the web. Content marketing can help get things started but there's just no replacement for a seasoned, savvy seller. via 8 Important Facts about High-Consideration B2B Solutions Purchases | IT Services Marketing Association.
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October 30 2013
How B2B companies talk past their customers
More good support for why Sales and Marketing do better together.
“Even in the digital era, our surveys show that personal interactions with sales reps remain the most influential factor—across touch points—for B2B customers. That makes salespeople a great source of information about the degree to which customers see your products as differentiated or worth a premium. Have an honest dialogue with your sales staff. If you hear about consistent pushback on pricing or an inability to articulate a compelling argument for the value of your products, you’ve got a problem. It could be your product or service, of course. But it also may involve disconnects between what your customers value and the messages you send them in your broader (digital and more traditional) marketing activities. Use your sales force to inform these strategies. Leading companies make extensive use of frontline interaction and market research to stay in tune with customer needs and perceptions.”
via How B2B companies talk past their customers | McKinsey & Company.
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