What drives B2B sales? - Cloudinaryres.cloudinary.com/.../pdf/what-drives-b2b-sales.pdflot of good...
Transcript of What drives B2B sales? - Cloudinaryres.cloudinary.com/.../pdf/what-drives-b2b-sales.pdflot of good...
#DriveB2BSales
Marketers are too focused on short-term results, we must look at the long-term brand health”
For marketing to have a good relationship with sales they need to gain credibility. They need to do this by getting in front of them”
No one is ever 100 per cent confident about something they have purchased. Marketers need to ensure that buyers are confident and not worried”
Vanessa Clifford, Chief Executive, Newsworks
Scott Allen, CMO, Microsoft
Vanessa Clifford, Chief Executive, Newsworks
Denise Turner, Director of Insight, Newsworks
Gemma Davies, Marketing Director, Apttus
Digital has given us a lot of good things, but just because you can measure it doesn’t mean you should”
Everyone in the business is a marketer they just don't know it - we need to educate them"
Many people have a brand in mind right from the startThe majority only have two brands in mind for two thirds of the journey.
The journey is about reducing worry
For short journeys the worry is still present with confidence still the aim
To reduce worry, build confidence and ultimately drive profit, marketing needs to be better aligned to sales
70 per cent of those with only one brand in mind do not even test drive another car
Over 40 per cent were always intending to get the brand they bought
Source: Newsworks
Source: Newsworks
What drives B2B sales?Clue, it’s not clicks
On 5 April over 70 senior B2B marketers gathered at The Ritz, London, to discuss if we are really measuring the right thing.
Here are some of the top takeaways from the event
For example, with big purchases like buying a car
And even in short purchases like buying a phone...
Build up Realisation
Build up Realisation
Expand Identifying
options
Expand Identifying
options
Filter Excluding options
Filter Excluding options
Test Confirming conclusion
Test Confirming conclusion
Buy best deal
Buy best deal
13%
14%
31%
45%
33%
22%
23%
19%
Only one brand in mind
Only one brand in mind
Choice of two brands
Choice of two brands
Shortlist
Shortlist
No preference to being with
No preference to being with
Very confident of making the right decision
Very confident of making the right decision
Worried about making mistakes
Worried about making mistakes
51%
40%
45%
50%
45%
43%
28%
33%
29%
29%
16%
33%
19%
34%
20%
37%
24%
39%
31%
51%