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Video 14 – Online and Offline Complex B2B Buying Teams & Processes

Video 14 – Online and Offline Complex B2B Buying Teams & Processes . George Szanto IBMS Semester 6b Fall 2013. Outline of Topics . Review Natural Nurturing Tracks from Ablee’s book Quick introduction to the Capterpillar Tractor Corporation

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Video 14 – Online and Offline Complex B2B Buying Teams & Processes

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  1. Video 14 – Online and Offline Complex B2B Buying Teams & Processes George Szanto IBMS Semester 6b Fall 2013

  2. Outline of Topics • Review Natural Nurturing Tracks fromAblee’sbook • Quick introductionto the Capterpillar Tractor Corporation • Mappingmulti persona groupbuyingbehaviourto a typical B2B sales cycle

  3. Learning Objectives • Understanding how different personas take on different buyerbehaviorroles in complex B2B sales • Suggesting a sales cycle or sales funnelfor the case you are working on forthis class • Beingableto map the 7 different psychic steps customerscould pass throughtoyour sales cycle or sales funnel

  4. 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

  5. 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

  6. Caterpillar Online Intro

  7. “Some” Caterpillar Competitors

  8. 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

  9. Examples of Buying Center Roles(remember from Lecture # 9)

  10. Projecting Caterpillar’s eMarketing Strategy to a complex sales cycle 1. Prospects – get attention Status Quo 2. Interested – initiate conversation Priority Shift 3. Engaged – expand to DMU Research Psychic Mind Set of Customer 4. Qualify – DMU Identifying Options 5. Up Confidence – personalize Info & demos; free trials Steps Back 6. Evaluation Validation of Beliefs 7. Quotation Sales Hand Off 8. Pricing Negotiations Choice & Commitment 9.Contractual Negotiations 10. Closure, Delivery & Payments

  11. Thank You Pleasetry the online quiz relatedtothislecture.

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