TAILIEUCHUNG - A Whitepaper Generating Demand for Complex B2B Sales

The greatest shift in consumer purchase behavior over the past generation has been from table wines to quality wines, particularly in traditional wine drinking countries. Relatively few people consume wine. In the United States 40 to 45 percent of the adult population does not drink any alcoholic beverages. Of the remainder, less than 20 percent are “regular” wine drinkers, and they account for most of the wine consumption. The occasional wine drinker, an additional 40 percent of the remainder, tends to like wine and might buy more of it if persuaded to do so (Moulton. | A Whitepaper Generating Demand for Complex B2B Sales bayberry Strategic marketing consultants Generating Demand for Complex B2B Sales Bayberry 2010 Executive Summary Buyer behaviour in complex B2B sales has changed dramatically in the past 5 years. More of the buying process is happening online and more of it is controlled by customers. Vendors need to understand the new dynamics and adapt their sales and marketing organizations accordingly if they want to succeed. In this whitepaper we look at the specific characteristics of complex B2B sales and marketing we review how B2B marketing has changed in the era of digital marketing we show how companies should generate demand today and we outline how the marketing and sales units at B2B firms should address the new environment. Reengineering Sales and Marketing for a New Era The complex B2B sale has some unique characteristics higher average value longer sales cycles and a number of participants in the purchase process. And it is increasing in complexity. Buyer behaviour in B2B has changed dramatically in the past 5 years as the internet redefines how companies buy goods and services. Buyers are doing most of their initial research online before initiating conversations with vendors and are better informed at an earlier stage. Buyers are also more difficult to reach because of the increasing volume of electronic communications they receive. Traditional marketing and sales techniques are less effective for these reasons. We re moving from a focus on outbound techniques like press advertising mail shots and cold calling to inbound techniques based on websites online pay-per-click advertising and content-based marketing. The changes present a threat to companies who don t adapt quickly to the new environment but they offer a huge opportunity for those who learn how to use their online presence to generate demand effectively. The real promise of the new era of marketing and sales is the ability to use automated repeatable

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