B2B Customer Acquisition: The Role of Human Engagement in a World of Digital-First Marketing (Enterprise)
What's this research about?
According to a press release from Gartner in May 2021, B2B sales organisations must deliver a human-assisted buying experience to customers in order to succeed in today’s digital-first environment.
But according to Deloitte, only 29% of buyers really want face-to-face interactions in the sales process, while almost 50% of sellers thought in-person was really the only way to connect with the customer.
Meanwhile, McKinsey says 70% of B2B decision-makers say they are open to making new, fully self-serve or remote purchases in excess of $50,000, and 27% would spend more than $500,000.
So in an ever-increasing world of digital-first marketing, what human-assisted buyer experiences delivered remotely should marketers pursue in ABM enterprise marketing?
This Market View publication will feature the thoughts and views of 30 CMOs and marketing leaders for Enterprise Account-Based Marketing (ABM) on the evolving role of human engagement in B2B customer acquisition.
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Your interview write up:
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Background reading to set some context for the interview:
An eBook will be published in Q3 2022 and will be complimented by several articles in the trade press and a series of events.
See 2 example questions:
According to Gartner's 5 ways the future of B2B buying, 44% of millennials prefer no sales rep interaction in a B2B purchase setting. As baby boomers retire, and millennials mature into key decision-making positions, a digital-first buying posture will become the norm.
As this generational shift to digital self-service and scepticism of salespeople continues, what steps can organisations take to increase the perceived value of sales in the buying process?
According to Deloitte only 29% of buyers really want face-to-face interactions in the sales process, while almost 50% of sellers thought in-person was really the only way to connect with the customer. Timothy Greulich, managing director, Deloitte Consulting LLP says “We need to listen to that and think more often about how we show up and engage.” With this in mind, how important do you think in person meetings are to the enterprise sales process in 2022?