B2B Buying Secrets: How Today's Top Marketing and Sales Executives Buy

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What does a B2B buyer's journey and sales funnel look like from the other side? Marketing and sales leaders at tech companies have to play both sides of the field: prospect and prospector. They're uniquely qualified to offer the insights you need to drive B2B campaigns and revenue growth. Listen in and create a stronger buyer's journey map using these interviews with professionals at Lionbridge Technologies, Pendo, Coupa, and more.

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about this ebook

If you're selling B2B, you need to understand what your target business wants. How do they do their research or get their product recommendations? What pushes them to buy? There's a lot of variation of course, but many of these sales and marketing leaders want to solve problems, first and foremost, expect quick turnarounds from your sales teams, and value examples of specific, real-world successes. To a lesser extent, some leaders are looking to experiment, optimize. They might trust their teams to find new tools and just come toward the end of the process to hear their case for it.

What does a B2B buyer's journey and sales funnel look like from the other side? Marketing and sales leaders at tech companies have to play both sides of the field: prospect and prospector. They're uniquely qualified to offer the insights you need to drive B2B campaigns and revenue growth. Listen in and create a stronger buyer's journey map using these interviews with professionals at Lionbridge Technologies, Pendo, Coupa, and more.

Key insights

If you're selling B2B, you need to understand what your target business wants. How do they do their research or get their product recommendations? What pushes them to buy? There's a lot of variation of course, but many of these sales and marketing leaders want to solve problems, first and foremost, expect quick turnarounds from your sales teams, and value examples of specific, real-world successes. To a lesser extent, some leaders are looking to experiment, optimize. They might trust their teams to find new tools and just come toward the end of the process to hear their case for it.

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B2B Buying Secrets: How Today's Top Marketing and Sales Executives Buy
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Expert review

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We've been doing B2B SaaS for awhile, so we're the experts for now. Apply to be an expert or learn about our methodology
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B2B Buying Secrets: How Today's Top Marketing and Sales Executives Buy
Reviewed by
Mekkie Bansil
3.3
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Value

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Readability

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Actionability

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What we loved:

The interviews! There are twenty B2B Sales and Marketing leaders featured here

What we didn't love:

Form over function. This free ebook is beautiful, but the way it’s laid out makes it hard to read

Summary:

This free ebook has insights from CMOs and Senior Sales Leaders at brands like Pendo and Zenefits. And we’re not talking here and there snippets—we’re talking full-length in-depth interviews with each leader. We loved how the focus stayed on the interviewees and never strayed into in-your-face promotional territory.

We had a little trouble figuring out what the point was until the last few chapters, but once we got to the part about what B2B buyers wanted from salespeople, the rest of the book became more clear. If you’re short on time, try reading the book backwards (and let us know how it goes!)

Although the advice felt actionable enough, we would have loved to see a pullout scorecard to help B2B Marketing and Sales leaders make better purchasing decisions.

Our biggest caveat with this free ebook: absolutely do NOT try to read it on mobile. Between the crammed together text and the bright yellow background lines, you’ll give yourself a headache.


37 pages
Table of Contents
Interviews from the field
ISBN
979-7398581021

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