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0 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved.
© 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. This presentation, including all supporting materials, is proprietary to Gartner, Inc. and/or its affiliates and is for the sole internal use of the intended recipients. Because this presentation may contain information that is confidential, proprietary or otherwise legally protected, it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates.
Michele BuckleyResearch Director
Use Buyer Enablement to Increase Sales Conversion
2 © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. SMAC181877
What market trends are impacting sales
effectiveness?
3 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved.
Today’s Buying Reality
Average Buying Group
Size
6-10
4 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved.
Today’s Buying Reality
Average Buying Group
Size
Information Sources
Stakeholder
6-10 4.5
5 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved.
Today’s Buying Reality
Average Buying Group
Size
Information Sources
Stakeholder
Time Spent De-conflicting Information
6-10 4.5 15%
6 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved.
Today’s Buying Reality
Average Buying Group
Size
Information Sources
Stakeholder
Time Spent De-conflicting Information
6-10 4.5 15%Buyers Reporting
High Purchase Difficulty
77%
7 © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. SMAC181877
A Long, Hard SlogIllustrative B2B Buying Journey
Source: Gartner
ExpertConsultation
Group Disagreement on
Requirements
OverwhelmingInformation About
the ProblemMisalignmenton Problem
Misalignment on Solution Scope
WebSearch
Group DiagnosticDeployment
BuyingConsultantDiscussion
OverwhelmingInformation About
the Solution
DeconflictingInformation Within
Buying Group
Online Virtual Demo
BuyingGroup
Debates
RFP Response Comparison
Supplier’s BuyingGuide
Download
More Information Needed from Sales Reps
CustomerTestimonial
Videos Review
Live Supplier Demos
Online Content Shared
ExecutivePresentation and
Questions BudgetApproved
CEOTurnover
End User Input
Purchasing Rules Overrule Group Decision
End User Input
WhitepaperDownload
LinkedInDiscussion
Budget CutProcurement
Flag
SupplierWebsite
VisitWeb
Search
IndependentOnline Research
Trends ReportReviewed
Web SearchWhitepaperDownload
WebSearch
BuyingGroup Debate
Contract UpdatesRequired
Social MediaConversation
SupplierWebsite Visit
Peer Discussions
Discussionwith Customer
ReferencesBusiness Case Data
Unavailable
Contact with a Former Colleague
Exploration of Integration with Existing Systems
Legal Flag
Capital Review Board
Feasibility Review
RFP Creation
Problem Identification
SupplierSelection
SolutionExploration
RequirementsBuilding
BuyingGroup
Turnover
Purchase
Start
8 © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. SMAC181877
93% 94%
83%
B2B Buyer Use of Digital Sources throughout the Buying Journey
n = 739 B2B Buyers
% o
f Buy
ers
Usin
g a
Digi
tal C
hann
el
20%
60%
100%
Early Middle Late
Purchase Stage
DIGITAL UP FRONT
9 © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. SMAC181877
93% 94%83%
n = 739 B2B Buyers
B2B Buyer Use of Digital Sources throughout the Buying Journey%
of B
uyer
s Us
ing
a Di
gita
l Cha
nnel
20%
60%
100%
Early Middle Late
Purchase Stage
DIGITAL IN THE MIDDLE
10 © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. SMAC181877
93% 94%
83%
% o
f Buy
ers
Usin
g a
Digi
tal C
hann
el
20%
60%
100%
Early Middle Late
Purchase Stagen = 739 B2B Buyers
B2B Buyer Use of Digital Sources throughout the Buying Journey
DIGITAL ALL THE TIME
11 © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. SMAC181877
95%
94%
93% Millennials93%94%
81% Gen-Xers86%
97%
68% Boomers
n = 739 B2B Buyers
B2B Buyer Use of Digital Sources throughout the Buying Journey%
of B
uyer
s Us
ing
a Di
gita
l Cha
nnel
20%
60%
100%
Early Middle Late
Purchase Stage
ACROSS GENERATIONS
12 © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. SMAC181877
How can Product Marketers advance customers
through a purchase?
13 © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. SMAC181877
The provision of information that supports the completion
of critical buying jobs.
Buyer Enablement
14 © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. SMAC181877
SalesDigital
Buyer Enablement
Sellers who connect buyers to the right information are more effective than sellers who advise based on expertise.
15 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved.
Two Kinds of Buyer Enablement
Redirecting ThinkingCompleting Tasks
Prompts productive examination of otherwise
overlooked questions or considerations
Provides an easier means to complete an otherwise
complex task/job
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Marketo’s Business Case Builder
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AWS Pricing Calculator
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WebMD Health Service’s RFP Builder
23 Rewards Workbook
Blue hex #0A6FA7 R 10, G 111, B 167Black hex #000000
R 0, G 0, B 0
WEB Version: square
Health Services FontLucida Sans
WebMD Health Services logo
WHS_square_RGB_final.eps 11/26/2013
webmdhealthservices.com
Can your vendor provide complete
program support?
Integrated health assessment Integrated lifestyle improvement, condition management, and disease management programs
Integrated health coaching Personal health record Trackers for biometric data (e.g., blood pressure)
Support for spouses and dependents
Does your vendor meet your needs for program
flexibility and configurability?Points-basedAction-basedCombination pointsSupports outcomes-based requirements Allows flexibility for outcomes-based metrics requirements and progress against goalsCan import data from offline activities, self-reported, and professionally importedMeets required privacy and security standardsSupports different programs for different groups or population segments
Can your vendor meet your rewards fulfillment requirements?Vendor agnostic Payroll interfaceHSA custodial banksFSAsTPAsPrepaid cards
How straightforward is the interface for both individuals and program managers?
Online and phone supportSingle interface for individualsDashboard for managersOffers engagement servicesIntegrated messaging platformSupport for mobile interface for usersSophisticated, 24/7 access to reports
Can your vendor support your program as it evolves over time?
Vendor has discussed next stages with you and knows what it will require Vendor’s systems support your tracking and payout design Vendor knows and can meet new ACA regulationsVendor has experience implementing effective outcomes-based programs
9. Can Your Wellness Incentives Vendor Support All Your Needs?
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Recommendations
§ Ease the buyer purchase process by providing buyers with either prescriptive advice or practical support.
§ Repurpose pre-existing sources of buyer enablement content from other functions (i.e. sales, support or customer success).
§ Allow customers to self-serve a consistent set of enablement resources across direct sales interactions and digital information channels.
20 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved.
Buyers Reward Vendors that Make Buying Easier
§ Vendors that provide customers with guidance increase are 2.6 times more likely of winning the project where the customer
– 1) did not settle for less ambitious solution
– 2) purchased a premium offering relative to the base offering
– 3) does not feel that purchased offering is failing to meet expectations
Source: CEB 2018 B2B Buyer Survey n = 942 B2B Buyers.
Buyer Enablement
2.6x
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Resources
§ Marketing’s Role in Buyer Enablement– https://www.gartner.com/smarterwithgartner/marketings-role-in-buyer-enablement/
§ Rebalance B2B Content Marketing for Buyer Enablement– https://www.gartner.com/smarterwithgartner/rebalance-b2b-content-marketing-for-
buyer-enablement/§ The Marketer’s Checklist to Get Buyer Enablement Content Right
– https://www.gartner.com/smarterwithgartner/the-marketers-checklist-to-get-buyer-enablement-content-right/
§ 10 Questions to Get Buyer Enablement Content Right– https://www.gartner.com/smarterwithgartner/10-questions-to-get-buyer-enablement-
content-right/
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Contribute to the Product Marketing Community
§ Answer 12 questions in the 2019 Product Marketing Survey– http://bit.ly/2019PMCSurvey
§ Please share with us: – How you are investing time amongst the many demands you face
– Areas you want to spend more and less time on– Content you want in future PMC events and newsletters
23 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved.
Questions to Get You Started
§ Who are 3-4 key stakeholders typically involved in the purchase of one of your solutions?
§ What are their top concerns, questions, or objections within each buying job?§ What tool or content do you currently have to address each of those concerns or
questions?
24 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved.
2019 Product Marketing Survey
Answer 12 questions in the 2019 Product Marketing Survey
Please share with us:
§ How you are investing time amongst the many demands you face
§ Areas you want to spend more and less time on§ Content you want in future PMC events and newsletters
http://bit.ly/2019PMCSurvey