Traditionally, marketing focused on pushing out corporate messages through outbound campaigns but digital transformation and the social media explosion means that customers now heavily research companies and their products before even contacting the company. B2B buying behaviour has changed significantly and organisations need to ensure their marketing campaigns are aligned to this shift in order to be competitive. 

Forrester research confirms this shift with statistics such as 59% of customers don't want to interact with a sales rep and a huge 57% of the decision making journey is already complete before even reaching out to a vendor. This demonstrates clearly that traditional selling methods don't work anymore in our highly digitalised world. Only 2% of cold calls result in an appointment so we need to find new ways of reaching decision makers. In 2007 it took an average of 3.68 cold call attempts to reach a prospect. Today it takes 8 attempts which speaks volumes. 

Even in the B2B space, buyers are using social media to help guide their purchasing decisions. They’re looking for trusted advisers who can help them solve problems rather than give them the 'hard-sell'.

Once again, the statistics demonstrate the value of focusing on an inbound sales approach as:

  • Salespeople who regularly share quality content are 45% more likely to exceed quota. 
  • Sales reps using social media as part of their sales techniques outsell 78% of their peers  

We need to accept that there are new rules for sales and act accordingly - but how can sales people practically address this challenge?

Love this post by ContactMonkey which provides advice on how to combat these challenges.