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Video 9 – Understanding Complex B2B Sales

Video 9 – Understanding Complex B2B Sales. George Szanto IBMS Semester 6b Fall 2013. Outline of Topics . What are complex B2B sales – a definition New B2B p urchasing realities Current problems & challenges facing B2B eMarketeers. Learning Objectives.

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Video 9 – Understanding Complex B2B Sales

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  1. Video 9 – Understanding Complex B2B Sales George Szanto IBMS Semester 6b Fall 2013

  2. Outline of Topics • What are complex B2B sales – a definition • New B2B purchasing realities • Current problems & challenges facing B2B eMarketeers

  3. Learning Objectives • Understand the characteristics defining complex B2B sales cycles • Name 2 – 3 different kinds of buying center roles commonly encountered in complex B2B sales • Explain briefly how recent online B2B purchasing behavior has changed the nature and focus of corporate marketing and sales functions • Give some examples of challenges or problems facing eMarketing practitioners in 2013

  4. What is a Complex B2B Sale • Product/Service difficult to comprehend • Influences buyer’s corporate strategy, tactics • Personal risks to buyer’s reputation, status • Long decision cycle, 6 months or more • 4 – 10, or more, people involved on buyer’s side • Sometimes requires or implies long(er) term relationship with vendor

  5. Examples of Buying Center Roles

  6. New Purchasing Realities • Shift of B2B to self education • Target communications to wherever prospects spend time online • Focus on attraction not capturing prospects

  7. New Purchasing Realities (2) • Problem for buyers isn’t finding products or services online • Problem is delivering outcomes, results that they are asked for!

  8. Problems in B2B Corp. eMarketing • Many companies do not work in structured ways • 68% no sale funnel • 61% send leads directly to sales • 79% don’t score leads • 65% don’t nurture leads • Fortunately –not my work experience the past 12 yrs. in NL

  9. Problems in B2B Corp eMarketing For More Information about Content Challengesfor B2B Marketing Professionals – see the PDF document – from Marketing Sherpa Postedunder Meeting # 1

  10. Thank You Pleaseattempt the online quiz associatedwiththislecture. Also, you are expectedtocontributeto the online discussion question concerningthis topic posted on the ibmsem.org website.

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