Indirect sales reps may have an opportunity to engage with customers earlier in their buyer’s journey. According to the 2019 B2B Buyers Survey Report, a growing number of buyers are raising their hands earlier in the shopping process, seeing more value in bringing in sales reps to facilitate the journey.
The data collected by Demand Gen Report, a sister publication to Channel Marketer Report, and sponsored by DemandBase, may indicate that a growing preference for anonymity for much of the buyer’s journey is fading. Specifically:
The data, says the report, “signals that sales reps are having a bigger impact on the early stages of the customer journey compared to traditional practices of marketing handing off leads to sales.”
To ensure that indirect sales reps are prepared to effectively satisfy requests for information, channel marketers must make customer-centric materials readily available.
When asked what the key differentiators were for the winning suppliers, the majority (97%) said it was important that the sales rep could demonstrate a stronger knowledge of their needs — 66% considered this very important. In addition, B2B buyers say reps differentiated themselves when they:
The report provides a deeper look into B2B buyer needs, priorities and expectations, including:
Register and download the report to learn more.