Each user is served a highly-personalised and completely adjustable stream of content that best fits their interests and the needs of the markets they sell or serve. Specifically looking at Seismic LiveSocial solution, it’s AI powered technology looks at more than 150,000 pieces of content, from more than 11,000 publishers, every day. They help you engage with your audience more effectively, and equip your sales reps with the skills and tools needed to stand out and build trust with customers with data-backed insights and personalised coaching plans. This is where platforms like Seismic make a difference. Investing time and resources into building your digital presence and training your sales team pays dividends because, as Verity summarised, “millennials are looking for a voice”. It builds the trust element of McIness’ formula. When marketers pitch in to “build the profile and online presence of a brand” it trickles down to help the sales team drive home deals. “You can’t measure the long,” Tucker affirmed. What are the opportunities if buyer centric engagement is done right? We need to reduce that fear because we’re seeing that people are rewarded for being thought-leaders”. To this point, Verity described how the Australian tall poppy syndrome poses a unique challenge for brands and sellers looking to bolster their presence across socials: “We’re more conservative by nature. Rather, organisations “should be using all the (digital) channels to start a conversation with buyers”.
We risk getting lost in the measurement side of things, trying to draw the line from emails to sales. McIness stated “it’s called social media for a reason”.
Which leads us to the next main point… The challenges and roadblocks with reshaping buyer engagement on social media: Today, that presentation layer needs to be redefined for their social presence. Today, sellers are faced with a conundrum: rapport used to be built over coffee or a drink. Where salespeople go wrong over digital is trying to overemphasise rapport.
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McIness offered the winning formula: “trust equals rapport plus credibility”. Hickox explained how organisations need to “empower their customer-facing team to build the seeds of trust with the use of technology and importantly find the balance to incorporate that human element” across their digital touch-points. In order to stand out, sellers need to reshape their idea of engagement and, as he articulates, “switch our motion” by overcoming the resistance for face-to-face deals that up until now has been perceived as the best way to have a conversation with buyers.
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Why might this issue be occurring? Verity pointed to Salesforce’s recently released data that suggests “only 29 per cent of sellers have had training and coaching on how to sell virtually”. McIness outlined how the “volume of communication to break through is enormous” today with a recent Hubspot report outlining how year-on-year from January 2021 to 2022 there has been a 236 per cent increase in eDMS being sent out, and as a result, a 32 per cent decline in response rate. What does this imply for today’s sellers? Hickox commented on how this has affected the B2B appetite with “two out of three buyers preferring digital buys”. More than ever young professionals are “using digital tools to get sales and insights” and therefore seek more “digital touch-points and connections”. Here are some key takeaways: The changing landscape in APAC for B2B buyers and organisations:ī2B audiences are engaging across multiple platforms and as Tucker points out, the Millennials and Gen Zs who make up a significant proportion of APAC’s workforce are “more interested in remote working”. The experts Sarah Tucker (Head of Marketing for APAC Enterprise at LinkedIn Marketing Solutions), Mark McInnes (Sales Capability Consultant), and Matthew Verity (Head of Sales Enablement at McCorkell) spoke to an audience of over 60 attendees who were eager to learn about the facts and figures, hurdles and opportunities of social selling for B2B in today’s market. This is the question Simon Hickox, head of marketing for APJ at Seismic brought to an esteemed panel of speakers yesterday over a networking breakfast at the stunning 12-Micron, Barangaroo. What does that mean for the B2B landscape? By 2025, this number is projected to reach 4.41 billion. In 2020, nearly half our planet’s population was using social networks.
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