The New Challenges Of B2B Sales

Today, the buyer is spending more and more time on the internet for information. So when he comes into contact with a salesperson, he arrives already well informed. Autonomous, he performs 2/3 of his purchasing journey, before coming into contact with his potential supplier.

At the same time, according to the State of Inbound 2020 study carried out by Hubspot among 6,200 professionals, salespeople encounter several difficulties that slow them down in their action: around 21% of salespeople believe that obtaining a response from a prospect is more difficult, but also that prospecting is their most complicated task for 26% of salespeople. Thanks to an efficient CRM, these tasks can be much simpler or even automatic.

It should also be noted that a salesperson’s reputation was traditionally built by word of mouth and recommendation, and today tends to be deported on professional social networks. Decision-makers are increasingly tending to watch on social media to determine their choice. To convince you, according to the State of Inbound study from HubSpot, here is still a figure that demonstrates the importance of social networks: 23% of companies make selling on social networks a priority. 

Marketing automation and service contract between marketing and B2B salespeople

The same State of Inbound study shows that the marketing teams that achieve the best returns on investment and land the largest budgets use a marketing automation tool.

These automation tools allow the company to automate the repetitive tasks inherent in the management of the contact database, automate the scoring of prospects, and create workflows that will ensure the maintenance of the dialogue with its prospects. They also mobilize the minimum of resources. This task automation results in better coordination between the marketing and sales teams, and it shortens sales cycles.

It is essential that in parallel with the implementation of these tools, an SLA type service contract is established between these two services. This service contract will set each person’s responsibilities. Still, above all, it will help organize the sharing of information between marketing and sales teams to perfect the understanding of each prospect’s context. The pooling of data from marketing and the customer relationship management system (CRM) enables joint management of the prospect’s qualification and categorization in the conversion funnel.

The synchronization of marketing automation tools and CRM will allow the salesperson on the one hand to avoid tedious data entry and sources of error and on the other hand to take advantage of all the marketing data concerning the prospect’s or customer’s journey customer during his visits to the company’s website and his interactions on social