B2B Sales and Marketing Predictions for 2011
Sales and marketing strategy is changing, and changing fast. It can be hard to keep up. And the B2B space, with its long sales cycles and complex products and services, tends to lag behind the consumer space when it comes to evolving sales and marketing strategy. Yet in 2011, many B2B companies will recognize that 'business as usual' doesn't exist, and will change how they operate to be more collaborative and transparent with customers while keeping a tight rein on costs.
According to research from Alinean, which provides sales and marketing tools for the B2B space, five distinct strategies will dominate the B2B sales and marketing world in 2011.
1. Internet Fueled Buying Cycles on the Rise - B2B prospects are taking charge of the buying cycle using online content to drive research, comparisons, and purchase decisions. Savvy B2B marketers will recognize the "consumerization" of B2B, significantly increasing content marketing investments in 2011 to deliver the right content and interactive decision support tools at the appropriate right step in the buying cycle, Alinean says.2. The Death of a Salesman? With more information at the ready for buyers, sales professionals are being invited later in the buying cycle, often coming after key decisions have already been made. In 2011, many organizations will go to a direct Internet model and "buy it now," while others will redefine the sales role and invest in making sales professionals relevant again with important content and tools, the company predicts.
3. It's Only a Matter of Trust - A company's online presence will play a larger role as a passive player in the sales cycle. These vendor websites needs to overcome typical vendor skepticism, convey credibility and gain trust. In 2011, significant investments in content and tools will be needed to create a "circle of trust" with skeptical buyers, including independent endorsements, peer and analyst reviews, success stories and validation.
4. Overcome Information Overload - Significant investments in better content, targeting, and personalization will be made in 2011 to end "carpet bombing" B2B marketing techniques, evolving to create a dialogue with buyers to guide them through the decision making process and buying lifecycle with personalized one-to-one advice. The relationship will trump the delivery of the message.
5. Fight Frugalnomics - Today, B2B buyers are focused more than ever on what solutions are available to enable "doing-more-with-less," driving savings and realizing quantifiable bottom-line impact. Savvy marketers will need to make even more investments in content and tools that help buyers assess and quantify the economic impact of implementing the proposed solutions, quantify the cost of "doing nothing" and prove competitive cost advantages and value.
What do you think? What other issues should B2B sales and marketing professionals be aware of as we turn the page on another year?
Did you enjoy this content? Sign up for our FREE weekly e-newsletter by clicking here!
Related Entries
