Video 14 – Online and Offline Complex B2B Buying Teams & Processes

George SzantoIBMS Semester 6b Fall 2013

Outline of Topics

• Review Natural Nurturing Tracks from Ablee’s book

• Quick introduction to the Capterpillar Tractor Corporation

• Mapping multi persona group buying behaviour to a typical B2B sales cycle

Learning Objectives• Understanding how different personas take on

different buyer behavior roles in complex B2B sales• Suggesting a sales cycle or sales funnel for the

case you are working on for this class• Being able to map the 7 different psychic steps

customers could pass through to your sales cycle or sales funnel

Create Buyer Synopsis

• Determine what that persona needs to know to buy

• Map content (online media) to persona needs for each stage

• Select a Problem-to-solution scenario for a specific persona

• Assign what prospects need to know during various buying stages

Intro – Catepillar a Good B2B Emarketing Organization

• We will use Catepillar as an example – let’s see how they do it

• Illustrate use of Emarketing along steps in sales funnel

• Elaborate on Catepillar’s E-strategy

Caterpillar Online Intro

“Some” Caterpillar Competitors

Typical Sale/Marketing Funnel

• The buying team (personas)

• Grader / Operator• Field Engineer• Maintenance Mechanic• Field Operations Manager• Excavator Fleet Manager• Construction/Civil Engineer• Purchasing Manager• Financial Director

Examples of Buying Center Roles(remember from Lecture # 9)

Projecting Caterpillar’s eMarketing Strategy to a complex sales cycle

1. Prospects – get attention

2. Interested – initiate conversation

3. Engaged – expand to DMU

4. Qualify – DMU

5. Up Confidence – personalizeInfo & demos; free trials

6. Evaluation

7. Quotation

8. Pricing Negotiations

9.Contractual Negotiations

10. Closure, Delivery &Payments

Sales Hand Off

Status Quo

Priority Shift

Research

Identifying Options

Steps Back

Validation of Beliefs

Choice & Commitment

Psychic Mind Set ofCustomer

Thank You

Please try the online quiz related to this lecture.