11. Cracks Begin to Show
Xero
x
Non-
Xerox
Channel
Preference
Agent
Internet
Other
Warehouse Club
Direct
Contract Stationer
Key:
1998
Purchase Channel
2001
78%
4%
10%
3%5%
48%
10%
14%
10%
8%
10%
75%
8%
2%
9%
6%
33%
17%
4%
10%
30%
6%
12. Customers are Shifting
% Customers Utilizing Source for Vendor/Product
Information in Past Year
Advertisin
g
Medical Journals /
Articles
In-Person Events
Traditional Direct
Marketing
Electronic Marketing
Web Sites
TRADITIONAL
DIGITAL
Sales Rep/Team
0% 20% 60%
Online Events
40
%
2002 2005
0% 20% 60%
40
%
67%
63%
58%
57%
13%
31%
18%
13%
63%
44%
41%
40%
9%
47%
30%
28%
13. Some Things Reps Just Can’t Do
First Choice Second Choice
% Top-Two Consideration Factors)
48% 47% 45% 42% 15%
The relationship with
the rep will not get
you into the
consideration set.
0.21
0.15
0.35
0.24
0.04
27%
32%
10%
18%
11%
0%
20%
40%
60%
16. Buyers Have Many Options, and They
Use Them
Source: Buyersphere, Report 2012 The annual survey of changing B2B buyer behavior
17. Buyers Have Taken Control of the
Process
Source: CEB MLC Customer Purchase Research Survey 2011
Customers are choosing to
delay commercial
conversation with suppliers
57%
Complete
Customer Due
Diligence Begins
Customer First
Serious Engagement
with Sales
Purchase
N=1500
22. #1 Web 1.0 is Still Powerful
Source: Buyersphere, Report 2012 The annual survey of changing B2B buyer behavior
Higher
Lower
AVERAGE
USEFULLNESS
OF
CHANNEL
Other
Social Media
Word of
Mouth
Web
Searches
Online Communities
LinkedIn
Facebook
Twitter
OVERALL USE OF CHANNEL Higher
Usage and Usefulness of Channels
Other Social Media
23. #1 Web 1.0 is Still Powerful
Source: Buyersphere, Report 2012 The annual survey of changing B2B buyer behavior
Higher
Lower
AVERAGE
INFLUENCE
OF
CHANNEL
Offline events/
webinars
Supplier e-mails Supplier websites
Whitepapers +
Videos/webinars/podcasts
Blogs
Direct mail
Press
advertising
OVERALL USE OF CHANNEL Higher
Usage and Influence of Sources
Word of Mouth
Industry press
24. #2 Search is Essential
Source: CEB, McKinsey, Hubspot, MarketingSherpa
Traditional Process New Process
Number of Brands Number of Brands
Awareness
Consideration
Decision
Purchase
Research
Awareness
Consideration
Decision
Purchase
Research
Small Business Owner Purchase Process
25. #2 Search is Essential
• #1 source of information
• 38% lower cost lead source (vs OB)
• 70% links clicked on are Organic
• 75% never go past the 1st page
Source: CEB, McKinsey, Hubspot, MarketingSherpa
26. #3 Relevancy is King
“When you meet with a vendor salesperson, how often are
they prepared for the meeting with you in the following
ways?”
Business
Leaders
IT Leaders Overall
Knowledgeable about their company
and products
88% 88% 88%
Understands my issues and where
they can help
34% 43% 38%
Can relate to my role and
responsibilities in the organization
38% 29% 34%
Source: Forrester Research, Inc
Base: 166 North American enterprise business and IT decision-makers
Source: Q1 2009 North American Buyer Expectations Of Sales Interactions Online
27. #3 Relevancy is King
CIOs C-Level
Industry
Investors
Analysts
Board
Channels
Partner
Suppliers
Customers
Peers
Providers
Competitors
Experts
Providers
Competitors
CIO
CEO
Lines of
Business
IT
Departme
nt
Influencer
s
Peers
“Help me make
good
decisions”
“Help my team
be a better
partner”
“Help me
enable the
business”
“Help me
align and
deliver”
Source: gyro Purchase Path
28. #4 Know Who You Are
Corporate Character
“In other words, what an organization
stands for is as important as what it sells.”
Source: IBM CMO Research 2012
29. #5 Gen Y Will Drive More Change
Up to 30
31-40
41-50
51-60
Older
USE OF SOCIAL MEDIA FOR INFORMATION
OR ADVICE, BY AGE
CREATE AND PUBLISH
OWN PROFESSIONAL CONTENT, BY
Up to 30
31-40
41-50
51-60
Older
14%
13%
23%
26%
49%
14%
16%
29%
40%
47%
Source: Buyersphere, Report 2012 The annual survey of changing B2B buyer behavior
USE THE REMOTE FOR POLLING – WHAT’S YOU TWITTER HANDLE?
POLLING QUESTION – HOW MANY FOLKS WERE IN SALES OR STILL ARE? I thought I wanted to be a lawyer until I worked in a law firmWent to work for PB, selling dictation
Glengary Glen Ross days Best sales guy ever, raging alcoholic – Work hard, play hardTerritory reps – out all day come back put it up on the board. All about the product – blue velvet Work the numbers
Work for a BPO company acquired by IBM, which brought rigor and process We read Miller Heiman strategic selling and worked “blue sheets” Beginnings for SFA – Tosiba 8086 plug in every night Manager know the process, work the process
Moved into Management Consulting and things start to get more sophisticatedFocused on CRM & Pipeline – key insights, sales cycle times, conversation rates (OMS & LMS) Dashboard Beta Client – hundreds of reports, predictive modeling – more focused on sales as a predictable outcome
Early CMS tools, aligned in CRM
LEAD TO A FEELING OF CONTROL TOTALLY INWARDLY FOCUSEDControlled the Process, the Information, the deal
We were in control, and that was a problem 3 years working with Xerox, adjusting to shifting buyer behavior Resisted change, lost customers
Work for Siemens Medical – strong sales culture 6-7 figure deals – good product & good rep Not only they shifting how they bought, but also how where learning about products The rise of digital channels – eye opener for both sales and marketing RETHINK OUR MARKETING BUDGET AND EFFORTS
Got even more interesting – some things reps just can’t do
LEAD TO A FEELING OF CONTROL TOTALLY INWARDLY FOCUSEDControlled the Process, the Information, the deal
Describe the chart – colors are utilization Compare to the Siemens chart Triangulate – information sourcesThink about what this does to our “Neatly Aligned Marketing
Insert gyro @work state of mind videohttp://www.gyro.com/#/igniting-now/at-work-state-of-mind/
At a time when Marketing is more important than ever…it gotten more complicated and harder than ever
#1 source of information38% lower cost lead source (vs OB)70% links clicked on are Organic75% never go past the 1st page
Corporate Charcter: “In other words, what an organization stands for is as important as whatit sells. It has a “corporate character” — the differentiating attributes thatmake it a distinct enterprise. Corporate character is not simplya product of its mission statement, logo or advertising. It is, rather,the sum of everything its management and employees say and do —the beliefs they hold, values they profess and ways they behave, visiblefor all to see.”