HOW B2BS CAN MAKE THE DIGITAL SELLING SHIFT

In this video Fred talks about making the transformation from classic B2B sales and marketing models to modern, integrated digital sales and marketing models to boost demand generation and drive customer loyalty.

The maturation of digital selling tools such as Salesforce, new demand generation approaches such as Account Based Marketing, the explosion of access to customer data and the growing buyer demand for direct 24/7 digital access have ushered in a new, digital era of B2B selling.

 

This video talk addresses what it takes to move away from deeply embedded B2B sales models in which the sales force “owns” the customer relationship and marketing boosts market awareness. The Digital Selling Shift involves the full integration of sales and marketing in a tightly linked partnership that is data-driven and digitally powered. That demands sales team members and marketers play new roles and incorporate new additions to their teams such as data analysts, digital marketers and platform administrators.

In the video Fred reviews the successful case studies of Cytiva, a unit of Danaher that makes chemicals and biologic agents and Air Liquide, the global leader in commercial gas products and services. He also describes four keys to success for making the Digital Selling Shift:

Identify where to play by:

• building profiles and use cases for customer segments

• Uncovering underserved needs, pain points and barriers to purchase and loyalty

• Prioritizing customer use cases based on attractiveness and organization readiness

Determine how to win based on four Cs:

·      Clarify the target decision makers and influencers within priority prospects

·      Capture their attention through interactions that drive further engagement

·      Cultivate target interest via content and experiences that demonstrate relevance to their needs

·      Convert to action that results in purchase, renewal or recommendation

Address what to do through agile sprints to speed implementation:

·      Pilot sprints to deploy a new approach or pursue a new use case

·      Scaling sprints to expand and roll out what worked in pilot or is already in use in another region or line of business.

·      Foundational sprints to put in place the people, processes and technologies needed to deploy a new platform.

Recruit who is needed by building the customer data team:

·      Customer data strategist to determine where to invest in data and analysis

·      Data architect to drive optimization of customer and prospect profiles

·      Test-and-learn lead to establish and oversee iterative testing

·      Data engineer to ingest, cleanse, store and move data

·      Data scientist to lead analysis and model structured and unstructured data

·      Data viz engineer to visually depict customer and campaign insights

The video is based on interviews with 2K B2B transformation leaders and twenty in-depth case studies of successful B2B transformation that were conducted for our recently released book, The Definitive Guide to B2B Digital Transformation.