Any respected leader in B2B technology sales would have spent at least 80% of their time traveling and working with clients by 2020. They were always on the lookout for qualified leads and new prospects, and would often take potential clients to sporting events and annual conferences. It was easy to build pipelines and make deals in this sector.
This vendor may travel less due to the pandemic. However, they still need to fulfill their quarter-end quotas. Although a more active travel schedule might excite salespeople, it is not clear if clients would like them back or if they would allow vendors to visit their offices due to legal considerations. Remote human engagement and self-service are preferred by business decision-makers.
How can a B2B vendor get new customers who can solve their problems? Customers don't want the old way of doing business.
The new digital methods were adopted by a global technology company worth $10 billion. The authors have over 30 years combined experience in helping Fortune 500 sales teams change their go-to market operations. They recommend that companies adopt a five-step approach to help sales succeed on their journey toward greater lead generation.
Find out what clients want now
Companies must not tell B2B sales reps that they need to change. Instead, they should facilitate the sales lead generation process in this new environment. They are encouraged and encouraged to spend more time prospecting and communicating with clients via Zoom and Teams. These efforts might not be enough to close the pipeline gap for companies that do not have established client relationships or a continuing renewal business.
B2B salespeople need to go where prospects are online in order to generate more leads. Salespeople need to be thought leaders in their respective areas and engage in provocative digital conversations that are not previously reserved for professional service, product, or customer success teams. They must also use industry-specific solution selling in the digital age.
Most salespeople are unable to do this on their own. It is essential that the organization provides adequate support. B2B sales leaders in tech-oriented businesses must create content that can be used by salespeople to position themselves as thought leaders. This includes white papers, 3-year technological transformation roadmaps and standard pitch materials.
The B2B Sales Playbook
1. Make sure you have the right sales team. Firms need a team to develop global standards and repeatable processes for creating go-to market content in order to compete in this new environment. It is essential that the processes are simplified to create no more than three marketing assets specific to each industry. In order to create content, it is important to include regional stakeholders as well as global field sales and marketing departments. The content production process for a global technology company began with regional sales teams and marketing teams.
2. Simple text to explain the firm's industry-related services. Your team must create content that is outcome-based. It should focus on the clients' challenges rather than the products sold in the field. This information should be made available to the team via internal landing pages and externally via digital and social media platforms. Ex: The company we investigated has thousands upon thousands of sales collateral spread across many locations. Cross-functional teams created sales collateral that emphasized client value over product specifications.
3. Promote the content. It is essential to spread the word. Leaders need to communicate widely the strategy and content for going-to-market. The content must be made easily accessible by salespeople by the leadership. Once the content has been distributed, the sales team must be able track and report performance via platforms that allow for distribution or sales productivity tools.
Demand creation teams provide sales with suitable leads. Leads will be generated by sales representatives contacting prospects and posting material to selected digital media sites. Sales leads must ensure that the field is rewarded appropriately when they send prospects to corporate websites that collect customer information.
There are five levels to evaluating the outcomes Field reps should be able track overall content performance, including views as well as deal impact. The company can continue to build upon its success and throw out flops. These internal performance indicators are necessary for quality content and leads. This last phase ensures that the content library contains only sales motions that are beneficial to clients and the field.
These five steps will transform your rep experience. Tiffany is no longer required to travel out to clients every Monday morning in our global technology company. She begins her day with a list to target firms and information about key products. Instantly, she shares a LinkedIn article relevant to her prospects that targets procurement VPs. She then spends some time preparing for her next meeting. She reviews her performance in the afternoon and gets emails from two procurement VPs. This alerts her internal support team, which includes pre-sales demo resource and architects. Professionals are available to help with the sales process, from lead to close. Tiffany is now better equipped to reach her quota.
Returns
These investments pay off. The case study provided both quantitative and qualitative benefits. This allows Tiffany to get more leads. There are many benefits for the organization. You have less redundant content in the go-to market, better content quality, and a faster time to reach prospects. A robust global template can increase income potential and lower costs for businesses.
It doesn't necessarily mean that it is easy to implement. Our case study revealed that the global technology company faced many challenges, including high effort and differences in regional content. This was the most difficult challenge. Initial concerns of sales and organizational leaders about industry and regional preferences were a concern. Program leaders needed to review existing content and lead generation processes in order to ensure that new ideas work. It took a while to get the leadership buy-in.
Although every company is unique, the problem is the same. Salespeople have to adapt to the changing world. Companies can succeed in the digital age with better lead generation techniques.
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