In follow-on from my previous articles about Why Can’t B2B Sales People Sell, I find the biggest reason that B2B sales people fail is that very few B2B sales and marketing people get the right trai… (A great sales manager has to be a great sales...
While your contact is a very important resource for information and access, you need to get to the senior decision maker to understand the strategic vision and metrics, especially when your competitors have met with the senior. Without it, losing shouldn’t come as a surprise.
Gain Access to Executive Sponsor
Build the relationship with your contact to turn him or her into your coach who will support you in gaining access to help you win. Show you add value beyond the product solution by sharing research, insights, experience, success stories, and your team’s expertise … Make your contact look good.
One asset that companies do not appear to be making the most of is the most obvious – the corporate website. These are the clear leader in online lead generation, according to a study by Demandbase. In it, the percentage of respondents citing corporate sites as their top lead source is 64% higher than the 14% citing email, the second-most-popular online lead source. In addition, respondents cited corporate sites at a rate more than seven times the 3% who cited social media.
The utility of social media tools within the consumer marketing environment is fairly obvious. Consumers have adopted communications vehicles such as Twitter and Facebook en masse, and they are not only using those networks to engage brands but also expecting a dialogue in return.
The challenge for consumer brands is not whether to maintain a presence on social media networks, but how to best handle the influx of conversations. In return for their investment, organizations gain access to a robust new form of measurement that informs sales, marketing, customer service, and other critical functions.
For B2B, the return on investment (ROI) from those networks is less clear. Buyers of professional services, in particular, pose an interesting challenge for marketers. Such customers are aware of these social networks and are most likely engaging consumer brands on them—just like many others. But to what extent are B2B customers willing to engage with business service providers via social media? What is their level of engagement, and which social media tools are most effective?
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