Post by account_disabled on Mar 4, 2024 21:23:44 GMT -8
In 15 years of IT projects in B2B markets on SAP, IBM and Adobe platforms I realized that the commercial and marketing strategy of software vendors, and even more so of channel partners, was slowly becoming obsolete compared to other sectors. The marketers limited themselves to preparing self-referential slides, participated in events organized by the software vendor - in which there were more competitors than customers - and bought more or less profiled lists made up of thousands of company names which they handed over to the salespeople, so that they could contact them all with calls cold.
On the other hand, the salespeople used generic Hong Kong Telegram Number Data sales pitches , did not know the prospects' business, did not have any sector insights to leverage during the conversation and, more generally, had a mindset that was not very oriented towards selling complex solutions. As often happens, solutions are found by solving the problem. For this reason, once I left the IT sector and entered the digital marketing and digital sales transformation sector , I realized that there were, especially abroad, ways of selling and marketing that were very suitable for solution selling : inbound marketing was one of them. So why does inbound marketing work in the IT industry? Why is it so effective at bringing in new customers, revenue and profits? 1.
Inbound shortens the sales cycle Companies' decisions to purchase IT solutions are increasingly collegial, there is rarely just one decision maker. The time that a salesperson today dedicates to building consensus among all the protagonists is therefore very high . How to reduce sales cycle times? Simple! In a scenario where the search for information on IT solutions is increasingly online and 73% of the people who influence the decision to purchase an IT solution are Millennials (sources: SiriusDecision and Forrester ), stakeholders must find personalized content on Google and of value that help them understand: how to solve a business problem (awareness phase); which types of IT solutions to consider (consideration phase); which suppliers to consider (decision phase).
On the other hand, the salespeople used generic Hong Kong Telegram Number Data sales pitches , did not know the prospects' business, did not have any sector insights to leverage during the conversation and, more generally, had a mindset that was not very oriented towards selling complex solutions. As often happens, solutions are found by solving the problem. For this reason, once I left the IT sector and entered the digital marketing and digital sales transformation sector , I realized that there were, especially abroad, ways of selling and marketing that were very suitable for solution selling : inbound marketing was one of them. So why does inbound marketing work in the IT industry? Why is it so effective at bringing in new customers, revenue and profits? 1.
Inbound shortens the sales cycle Companies' decisions to purchase IT solutions are increasingly collegial, there is rarely just one decision maker. The time that a salesperson today dedicates to building consensus among all the protagonists is therefore very high . How to reduce sales cycle times? Simple! In a scenario where the search for information on IT solutions is increasingly online and 73% of the people who influence the decision to purchase an IT solution are Millennials (sources: SiriusDecision and Forrester ), stakeholders must find personalized content on Google and of value that help them understand: how to solve a business problem (awareness phase); which types of IT solutions to consider (consideration phase); which suppliers to consider (decision phase).