In Forrester’s US B2B eCommerce Forecast: 2015 to 2020 they state that
“74 percent of B2B buyers research at least one-half of their work purchases online.” As I mentioned at the start, buyers are doing a lot of the work that the
ordinary sales person used to do. And they are doing
it online via the mediums I’ve written about here in this article: search engines, videos, whitepapers, content, email.
The author of Forrester’s paper,22% of B2B sales jobs to be gone by 2020.
You, the salesperson, are being replaced. Unless you Business Development Directors Email Lists are in a consultative position with your clients, or are selling complex products or services, you need to change how you engage with your clients.
In their latest video “The Changing B2B Buyer”
Mary Shea, Principal Analyst at Forrester shares her latest sales and marketing research about how
b2b buyers are empowered with more information than ever before and are educating themselves in going about the buying process as well as how the selling organisation needs to adapt their engagement process to meet the needs of B2B buyers.
This video is 10 minutes long and I recommend you listen to it. If you don’t have time right now, bookmark this page and listen to it in its entirety when you have time. It is well worth 10 minutes of your time. Particularly the piece around the 6 minute mark that talks about what you, as a sales leader, can do in the next two weeks to bring some of these principles back in to your company.
Finding digital tools to use for B2B lead generation is not a problem. There are hundreds in virtually every category. However, you need to develop a strategy and focus on efficiency when selecting the right ones for your business.
As Forrester (and others) have stated already,
the B2B buyer’s journey is nearly complete by the time he or she reaches out to your sales department. So your challenge is to ensure you are reaching
the relevant audience for your company with the relevant content they require.