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Video 14 – Online and Offline Complex B2B Buying Teams & Processes
George SzantoIBMS Semester 6b Fall 2013
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Outline of Topics
• Review Natural Nurturing Tracks from Ablee’s book
• Quick introduction to the Capterpillar Tractor Corporation
• Mapping multi persona group buying behaviour to a typical B2B sales cycle
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Learning Objectives• Understanding how different personas take on
different buyer behavior roles in complex B2B sales• Suggesting a sales cycle or sales funnel for the
case you are working on for this class• Being able to map the 7 different psychic steps
customers could pass through to your sales cycle or sales funnel
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Create Buyer Synopsis
• Determine what that persona needs to know to buy
• Map content (online media) to persona needs for each stage
• Select a Problem-to-solution scenario for a specific persona
• Assign what prospects need to know during various buying stages
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Intro – Catepillar a Good B2B Emarketing Organization
• We will use Catepillar as an example – let’s see how they do it
• Illustrate use of Emarketing along steps in sales funnel
• Elaborate on Catepillar’s E-strategy
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Caterpillar Online Intro
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“Some” Caterpillar Competitors
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Typical Sale/Marketing Funnel
• The buying team (personas)
• Grader / Operator• Field Engineer• Maintenance Mechanic• Field Operations Manager• Excavator Fleet Manager• Construction/Civil Engineer• Purchasing Manager• Financial Director
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Examples of Buying Center Roles(remember from Lecture # 9)
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Projecting Caterpillar’s eMarketing Strategy to a complex sales cycle
1. Prospects – get attention
2. Interested – initiate conversation
3. Engaged – expand to DMU
4. Qualify – DMU
5. Up Confidence – personalizeInfo & demos; free trials
6. Evaluation
7. Quotation
8. Pricing Negotiations
9.Contractual Negotiations
10. Closure, Delivery &Payments
Sales Hand Off
Status Quo
Priority Shift
Research
Identifying Options
Steps Back
Validation of Beliefs
Choice & Commitment
Psychic Mind Set ofCustomer
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Thank You
Please try the online quiz related to this lecture.