"THE GROWTH BLOG" - A RESOURCE FOR B2B LEADERS, MARKETERS, SALES & SERVICE PROFESSIONALS

If you are a B2B salesperson you might be rather worried about some of the research data that's being widely quoted by "the experts."  Here is a selection:

• "Customers rate the salesperson as the least influential interaction in the buying process" - Gartner
• "Death of the B2B salesperson: 93% of buyers say they prefer buying online rather than from a salesperson" - Forrester
• "57% of the buyer's journey is complete before a customer's first contact with supplier" - Corporate Executive Board
• "67% of the buyer's journey is now done digitally" - Sirius Decisions

Salespeople would be forgiven for thinking they'll all be out of work in a few short years! Yet the reality is nothing is further from the truth.

But there's a catch...

We have all heard of Netflix and most of us would be keen Netflix fans as its changed the way we consume content at home and online. But if you’re a B2B marketer you need to read the following Three Takeaways to Creating Binge Worthy Content that was published on the 5^th Oct 2017 on the Content Marketing, MarketingProfs B2B Forum.

If you’re selling complex or high-value B2B products or services, you’ve probably used Return on Investment (ROI) calculations to justify your value proposition and proposal. You may well market your offerings on the basis of the improved ROI you believe your target customers can generate.

But even when presenting to your prospects with a compelling ROI-based argument the chances are that you still won’t win the deal - and it’s not just because (even though it’s undoubtedly true) many buyers don’t trust the ROI calculations that vendors come up with.