adapting your pipeline to marketing’s new dynamics

The Hunt for the Coveted ‘A’ LeadAdapting Your Pipeline to Marketing’s New Dynamics

2© 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview

57% of B2B customers feel that their sales reps are not prepared at the first meeting.33% of deals are being lost because of circumstances within your reps’ control

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Why?

4

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1980’s – 1990’s: Calls & ClosesMore Calls = More Leads = More Wins

© 1992 New Line Cinema

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1990’s – 2000’s: Process, Integration, InsightKnow the Process, Work the Process, Build the Pipeline

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We were in control.

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Then cracks started to show.

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0%

10%

20%

30%

40%

50%

60%

21%15%

35%24%

4%

48%

32%

10%

18%

11%

2nd Choice1st Choice

Source: 2013 IDC Sales Enablement Overview

Relationships with our sales reps no longer guaranteeconsideration.Top consideration factors in a complex b2b sales cycle…

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Buyers started having…and using…more options to find what they needed to know.

Source: B2B Content Marketing Report

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12

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We turned from buyers into researchers.

Source: 1999 20th Century Fox

14Source: 2013 gyro “The At-Work State of Mind Project”

Work became a state of mind.It's imperative to understand their motivations, emotional attitudes and

levels of satisfaction with round-the-clock, all-device messaging.

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Customers

Suppliers

Co-Workers

Family

Friends

Personal Networks

Social Networks

Review Sites/Blog

s

Buyer

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We’re living in a four-screen world.

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It Created a Huge Challenge…

Source: 2013 gyro “The At-Work State of Mind Project”

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Self-Directed Decision MakingProspects/customers started to delay purchasing conversations with suppliers.

Due Diligence Begins First Engagement w/ Sales

Purchase

57%-70%

We’ve All Heard it By Now…

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Buyers Have Taken Control.

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It’s no longer simply about “what” you sell, but “why” and “how” you sell it.

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78% of B2B tech buyers feel that a brand’s reputation

is very important when looking for business products/services.

Source: Google B2B Customer Study, June 2012 (n=629)

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“Today, B2B sales and lead generation are about your brand assets,

thought leadership and emotions built from the vast amount of information that

prospects now have access to.”

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The Search for the “A” Lead is Ending…

YOU ARE THE “A” LEAD

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So what now?

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Step 1: Stop passing the baton.

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Help my team be better. Help me make good decisions.

CIO

Peers

CIOs

C-LevelsIndustry Influencers

Competitors

ProvidersExperts

CEO

Investors

Board

Analysts

C-Level Peers

Lines of Business

Channels

Partner Suppliers

Customers

IT Department

Competitors

ProvidersPeers

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Customers

Suppliers

Co-Workers

Family

Friends

Personal Networks

Social Networks

Review Sites/Blog

s

Buyer

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Self-Directed Decision MakingProspects/customers started to delay purchasing conversations with suppliers.

Due Diligence Begins First Engagement w/ Sales

Purchase

57%-70%

Align and Pull Forward

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“Allbound” is aRevenue Marketing

Culture

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Step 2: Obsess Over Value

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Price ≠ Value

34Source: 2013 IDC Sales Enablement Overview

43% of IT buyers are willing to change vendors to save time.

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“You talk to more CIOs in a week than I do in a year. Teach me something.”

"First ask what problem we were trying to solve…didn't start with a solution.”

"Provide a good demonstration of the product.”

”Go the extra mile to understand my needs and those of my customers. Then give me excellent communication and accurate quotes.”

”Take me through examples of other companies using the solution and send me examples of independent research and reviews from companies with similar issues.”

"Follow-up, timely follow-up, let me know you are looking into it and getting back to us regularly."

“Help me create the bill of materials needed for a project.

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Financ

ial

Review

s

Demo/

POC

Featu

res

Compe

titive

Refer

ence

s

Vision

0%

5%

10%

15%

20%

25%21%

16%14% 14%

12%10%

5%

13%16%

18% 18%

6%

14%

1%

Business Leader

IT Leader

Source: 2013 IDC Sales Enablement Overview

Most Valued Vendor Content in Decision Process

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Self-Directed Decision MakingProspects/customers started to delay purchasing conversations with suppliers.

Due Diligence Begins First Engagement w/ Sales

Concierge

57%-70%

Be the Concierge…

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Step 3: Stop the BS & Execute

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THIS IS NOT PERSONAL.

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#LOL

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Select the right tools and use them to get your message to market most effectively and

most cost efficiently.

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Usage

EffectivenessIndustry Press

EmailsDirect Mail

Website

SEO

Word of MouthEvents/Webinars

Peer Review SitesOnline Communities

Blogs

White Papers,Videos, Webinars

Advertising

Calling

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Source: UBM, “The Mind of the Engineer” study, 2012

The Mind of the Engineer in 2014…

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Source: Google/Compete Tech B2B Customer Study, Jan 2013. (n=1024 Tech B2B customers)

+30B Searches in IT B2B in 2013

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Source: Google/Compete Tech B2B Customer Study, June 2012. (n=629 Tech B2B customers)

91% of Tech B2B customers make purchase-related searches from a mobile device.

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Source: Google/Compete Tech B2B Customer Study, June 2012. (n=1024 Tech B2B customers)

Product/Service Features Customer Reviews “How To” Instructions

66% of Tech B2B customers who view a video are likely to search for more information or visit your website.

What’s the Worlds’ #2 Search Engine?

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19%

81%

81% of IT Buyers Say they Do Not Think Social Media Impacts Their

Purchasing Decision Making

Source: 2013 EAG Buyer’s Experience Survey; n=200

So….

• IT buyers don’t think they use social to buy.

• Use Social to LISTEN (blogs, communities, forums, LinkedIn groups, twitter) then become part of the discussion.

• But they do use social media to develop trusted peers and sources because…

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52% Feel that their colleagues’ opinions are very important

when looking for business products/services.Source: Google B2B Customer Study, June 2012 (n=629)

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Social Also Builds Credibility

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BUT.

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Step 4: Enable Sales.

53© 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview

57% of B2B customers feel that their sales reps are not prepared at the first meeting.33% of deals are being lost because of circumstances within your reps’ control

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Ability to understand & solve my challenges

Industry knowledge & expertise

Ability to leverage company's resources

Technology expertise

Likability & personality

Ability to communitcate differentiators

Product knowledge

0% 5% 10% 15% 20% 25% 30% 35% 40%

40%

22%

12%

9%

9%

6%

2%

Top Vendor Sales Rep Attributes in Terms of How They Influence Buying Decision

Source: 2013 IDC Sales Enablement Overview; n=204

What Do Your Prospects Want?

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Business Leaders

IT Leaders Overall

Knowledgeable about their products/solutions 88% 88% 88%

Understands my issues and where they can help 34% 43% 38%

Can relate to my role and responsibilities in the company 38% 29% 34%

“When you meet with a vendor salesperson, how often are they prepared for the meeting with you in the following ways?”

Source: Forrester Research, Inc. (n= 166 North American enterprise business and IT decision makers)

What Are They Receiving?

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#SMH

57© 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview

Sales Enablement:The delivery of the right information to the

right person at the right time in the right format and in the right place to assist in moving a

specific sales opportunity forward.

58© 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview

Salespeople spend 7+ hours/week looking for information to help them prepare for sales calls.

50% of sales tools are pushed via email and only

10% is made available in a useful format.

Is it any wonder that one of three deals is lost due to the lack of sales preparation?

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But I Want “A” Leads!

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“A” Leads are out there looking for

“A” vendors.

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6 Key Takeaways:

1. Buyers are in control 2. Know your why 3. Align sales/marketing 4. Understand “value” and go the extra mile 5. Stop the B.S. and execute 6. Enable sales

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YES! The Customer Revolution IS Here.

Isn’t it nice to feel wanted?

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Scott Salkin

Founder & CEO

ssalkin@idstm.com602.881.1718@scottsalkin@idstm

IDS is a business-to-business (B2B) marketing and lead generation firm whose mission is twofold:

1. to help technology companies and startups grow through smart, impactful sales and marketing, and

2. to help our local community and economy grow through technology and entrepreneurial advocacy and mentorship.

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Avnet Demand Creation ServicesJohanna Hauck, Director, Marketing

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9401 Leads Distributed to

Partners Fiscal YTD

1500 + Leads converted to revenue in Fiscal YTD

$67m leads converted to revenue in Fiscal YTD

202 Unique partners

participating in campaigns

306 new campaigns Fiscal YTD

1m + unique contacts in

Avnet databases

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Avnet’s arsenal of Demand Creation campaigns include:

• Lead Nurturing and Distribution  • List Acquisition and Management• Prospecting Strategies   • Search Engine Optimization• Target Market Analysis• Telemarketing• Vertical Programs• Customizable programs to suit your

needs

• Account and Industry Profiling• Campaign and Program Development      • Content and Creative Development• Database Management • E-mail and Direct Mail• Event Planning and Support  • Executive Door Openers• Landing Pages, Blogs & Webinar Design

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If you are interested in learning more about

how Avnet can help solve your demand

creation needs, please contact your Avnet

sales representative.