1. Video 9 – Understanding Complex B2B Sales
George Szanto
IBMS Semester 6b Fall 2013

2. Outline of Topics What are complex B2B sales – a definition
New B2B purchasing realities
Current problems & challenges facing B2B eMarketeers

3. Learning Objectives
Understand the characteristics defining complex B2B sales cycles
Name 2 – 3 different kinds of buying center roles commonly encountered in complex B2B sales
Explain briefly how recent online B2B purchasing behavior has changed the nature and focus of corporate marketing and sales functions
Give some examples of challenges or problems facing eMarketing practitioners in 2013

4. What is a Complex B2B Sale
Product/Service difficult to comprehend
Influences buyer’s corporate strategy, tactics
Personal risks to buyer’s reputation, status
Long decision cycle, 6 months or more
4 – 10, or more, people involved on buyer’s side
Sometimes requires or implies long(er) term relationship with vendor

5. Examples of Buying Center Roles

6. New Purchasing Realities
Shift of B2B to self education
Target communications to wherever prospects spend time online
Focus on attraction not capturing prospects

7. New Purchasing Realities (2)
Problem for buyers isn’t finding products or services online
Problem is delivering outcomes, results that they are asked for!

8. Problems in B2B Corp. eMarketing
Many companies do not work in structured ways
68% no sale funnel
61% send leads directly to sales
79% don’t score leads
65% don’t nurture leads
Fortunately –not my work experience the past 12 yrs. in NL

9. Problems in B2B Corp eMarketing
For More Information about Content Challenges for B2B Marketing Professionals – see the PDF document – from Marketing Sherpa Posted under Meeting # 1

10. Thank You Please attempt the online quiz associated with this lecture.
Also, you are expected to contribute to the online discussion question concerning this topic posted on the ibmsem.org website.