The modern B2B buyer is independent. For most of the process they just don’t need you. B2B buyers want to self-serve, self-educate and self-select from the beginning of the buying cycle. A recent IDC study shows that between 50% and 90% of the purchase decision has already been made before the buyer even reaches out. It’s important to understand these changes, why they’re happening and develop sales and marketing strategies that match the needs of the modern B2B buyer.

1. The New B2B Buying Cycle:
Aligning marketing and sales into the buying process
Webinar - June 4, 2015
Liz Hammond, Communications Manager
lhammond@azalead.com
Stephanie Kidder, CMO Azalead
skidder@azalead.com

2. Tweetable Tweets
Just joined an @AzaleadABM webinar on the New #B2B buying
cycle & how to align #sales & #marketing using an #ABM
strategy. @webikeofrance

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Webinar Take-Aways
• Why and how B2B buyers have
changed
• How to rally your marketing and sales
teams around the modern B2B buyer
• How Azalead’s Account Based
Marketing Software can help

4. 4#ABMtakeover
Help B2B companies accelerate sales with
Account Based Marketing (ABM).

5. The B2B buying cycle has changed.

6. The B2B buyer has changed.
#B2B #ABM
#Azalead
#TheNewBuyingCycle

7. ITALY REVIEW

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As consumers we are
liberated and empowered.

9. 75% of #B2B buyers are influenced by
social media for their B2B purchases.

11. Tweetable Tweets
#B2B buyers hop, step & jump all over as they try to
figure out a solution to solve their problem. B2B buyer
have changed. So must you. #ABM

12. … of the purchase decision has already been made
before the buyer even reaches out to sales.

13. Back in the good “old” days …
sales teams were in charge of the B2B buying cycle.
Cold Calling
Tradeshows
Networking
Luncheons

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In the past, buyers would call a
salesperson at the beginning
of the buying cycle.
Today, prospects are turning to
endless information online to
answer their B2B questions.

16. Tweetable Tweets
Initial scoping calls to a salesperson are a thing of the past,
like fax machines & handwritten-letters. Embrace the new
#B2B buyer & #ABM.

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The B2B buyer is in charge.

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What does this mean for
B2B sales and marketing teams?
… more present at the beginning of buying cycle
… build awareness, attract, harness, nurture and capture sales

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64% of B2B buyers say that that
vendor content has a significant impact
on their buying decision.

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Marketing and
sales align.

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Steps to Marketing and Sales Alignment
-Decide target accounts
-Use common vocabulary like ICP and MQL
-Identify the right content to communicate
-Select the right tools
-Define metrics to track
-Follow-up to identify any disconnects

22. $
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Today’s B2B buyer is not alone.

24. Tweetable Tweets
Today’s buyer is not alone. In #B2B, many people are involved in the
buying process. Develop an #ABM strategy to reach them. #AzaleadABM

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“ABM delivers the highest
return on investment of any
B2B marketing strategy or
tactic” ITSMA
US search traffic on Google for
“account based marketing”
What is Account Based Marketing (ABM)?

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Key Benefits of ABM

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Identify & Target highest value accounts
Nurture accounts with display ads
Measure marketing and sales impact
The Azalead Solution

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Azalead Dashboard: Sales Pipeline Impact

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How it works
Company identification and tracking engine
Algorithms
Machine Learning
Real-Time
Business IP's
Business Cookies
MS AZURE
Company ID & Tracking

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Impact of ABM Strategy on Marketing & Sales
Shorter Sales Cycles Higher close rates Better performance

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Embrace the change and hook the new B2B
buyer today with Azalead’s ABM Software.

33. Tweetable Tweets
Don’t let old habits obstruct new sales opportunities. Use an #ABM
solution to track, nurture & hook the new #B2B buyer. @AzaleadABM

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Thanks for joining! Time for questions.