The Sales Engagement Podcast
The Sales Engagement Podcast

Episode · 3 years ago

Dissecting the Buyer Engagement Survey: How Modern Buyers Like To Buy

ABOUT THIS EPISODE

Max talks with Trish Bertuzzi, CEO of The Bridge Group, Inc, about the surprising results of our Buyer Engagement Survey. Tune in!

Welcome to the sales engagement podcast,this podcast had brought you my out: Reach Oio, H, leading sales of EsanPlatform, heping companies, sellers and customer success engaged with fires andcustomers, and the modern sales ero check out sales, an agcom for newepisodes, resources and the book on Sales Ammagement. Coming soon. Now,let's get into today's episode Max Onchelor here, BP Marke that reachco at sale, hacker and I'm joined today by the legend of sales development,Trish Petuzi today we're discussing and analyzing the responses from our bierengagement, serven, taken by over eight hundred decision makers and B to bebuyers. There's some incredible discoveries here, so Trish take us away. So here's the deal I spend all dayevery day talking to people about buyer engagement and how it's now the hardestpart of the sales process, but I don't have any research on the topic. So whatI did was go to sales hacker and Martin sales prose and say: Hey, let's gettogether! Do some research and figure out really how buyers want to hear fromus. So we did- and this is a little bit of a preview of what we found- and Ihave my dear friend in colleague, Maxell Cheler, from sales hacker withme, and we're going to give you a little bit of a preview so Max did Isay that appropriately yeah, you got it. You know. We've had some really amazingresponses here. I think we had right now over eight hundred responses to thesurvey people from the sales hacker community, the bridge group and ModernSalespro Communities, the data'is pretty comprehensive. I think we haveenough day to here to say definitively that these are the trends and why doyou take us through some of the results we've seen so far, all right. So, firstof all, let's start with who did respond and it was super interestingbecause it skewed smaller and younger right. So eighty percent of thecompanies that responded to us were under a hundred million, but I thinkthat's kind of the market we want to talk to, because those are the peoplethat are trying to figure out how to get out their buyers, you're erehundred million. You maybe have already figured that out. The other thing ishalf of the people that responded are under thirty five years old. I alsothink that's interesting, because we always talk to people about the age oftheir buyers and whether or not it impacts how they want to becommunicated with. So, let's just put that out there yeah and we added age.Wecause Hait was the last minute ad and I really had a hunch that there wouldbe some interesting numbers there. You know. Do Younger people like tointeract through text or one one, video do maybe more season veterans. Are theyover? You know certain things of things kind of certain ways of communicationkind of been played out: Unti they're over ight. Now we W woul, like thelittle different factors and nuances that age might have to do with havesomebody likes to engage with sales pe...

...manners it matters, but just to beclear. We didn't obviously based on our audiences. Sixty five percent of thepeople who responded to us were sales people right or in the sales category,seventeen percent executives and only ten percent marketing. Maybe next timewe can take a deeper dive just on marketing, but for now it gives us agood sampling, I think so, really, if you're selling, to like finance, maybethe date is not perfect for you, but so many of us are selling into thiscategory. I think it's superrelevant yeah, so first question Max: Our deskphones dead right you're on like din. You see the debate all the time and theanswer is no. The majority of people still have a desk phone right. Sowhat's interesting about the day that is the higher up in the leveling you goof executives, the less likely it is that they do have a desphone. So to me,what this said was like forty, four percent of the C sweet doesn't have adeskcom. So what does that say to us about by our engagement? I'm going totell you what I thought Max and then you tell me what you think to me: Itays,the higher up you go like if you're selling to the CSUITE. You need agatekeeper strategy because it's not like they don't have a phone they'rejust harder to get at. So I think day keeper strategies kind of fell by the wayside. I think weneed to bring them back. What do you think I like that? Bringing thegatekeeper strategy back definitely working bottom up, and I think it'seven for companies that are building products, not even your sales process.It's going back to Yau team and saying this is how people like to buy thesedays. How do we lower friction to getting into these organization? Isthere a way that we can build a bottom up strategy? So we don't have to go inthrough the C level. Every time right, I think a lot of th we're serviing here,trying to figure out what that lower fiction strategy might be yeah andthere's a whole strategy between bottom op strategies. They take you to the sea.Suite I mean you, don't just have to do something with the data you collectbottom up, probably make a hyperpersonalized campaign against theCA sweet, but that's a topic for another another day, yeah yeah. Theother thing that we talked about was how often do people check voice mailand it's about once a day is what it averagees out to. I think the averageis about five point. Six, so peop still are listening to their voice. Males UtiPoint Times per week, yea five point six times fruit, that's right! Sohere's the deal they're only listening once a day. They were listening to abunch right. So if you're saying the same old crap that everyone else issaying you're going to get deleted, hi this is but from Ba hi. This is metro,be hi. This is inta a we got. A back first statement has to be reallygrabbing because otherwise well and my Bot means to leak a me Ye right agreedtotally. I was actually surpised by...

...this, so I'm somebody WHO's voice.Maile says: Please do not leave me a boice mil either text me at this numberor email me at, and I don't check my voice mail. I think it' pointless thetranscription on my voice, mail from Apple. My eyephone isn't great. Youknow if you know it's like chase, Bankil call and I'll say this is Jesse.It doesn't work, so I don't use it at all and I personally would rather beproactive about getting and communicating with someone versusreactive listening to a voice, Mokin calling them back. So I a surprised by this buteverybody's different and it seems, like the majority- listens to it eithermultiple times a day or once per day. I think if you find our multiple timesfor day and once per day, you're at if I'm real Yi'm reading this correctlyfifty three percent fifty onde percent, it is so that's pretty overwalmingright there. I think it is, and it's a testimonial for you better, be good atusing voicemails a communication method right. It's a little chapter in thestory, Yor trying to tell and that story better, be interesting: Ind,relevant, Oyour, buyer. All right, moving on is mobile, accepted and sixty percentsaid. Yes, it is now we ware thinking that most of thepeople. That said, yes, it is publish their mobile ind, their signatures or,like you said Max, you say text me. So people have your nobile number, sosixty percent is pretty overwhelming, but once again you got to use itjudistously right. You got to use Mobil in the right way. So here's agenerational divide we found to under thirty five lekes mobile over fiftyfive like smogl. Apparently, if you're thirty five to forty five, you don'tlike mobile. What does that even mean? I have no idea, but I thought that wasinteresting, yeah, so thirty, five to fifty five right. Thirty, five O fiftyfive doesn't like Mobil tty fv, Fifyfiveyour, rightht, VND, fity, fivedoesn't like mobile. That is an interesting one. I think that'ssomething tat kind of pay attention to as your prospectand, it's like whenyou're looking at the person on the other end an maybe you can tell fromther. Usually what I do is I go to like when they went to college. I checkedout if a college number on there, but I think thee there are gener generationalfactors at play in sales, Ka wet Yi like it or not right. So that's aninteresting one to deep an eye on, because I don't know why the numbersskewed like that, but they did. I know interesting all right. texting people,don't love it nop, so it's kind of split evenly on positively and notpositively, but slightly more negatively yeah. But here's heinteresting point: a yeah on average, even thouse, most open tomobile phone calls were forty percent less likely to be open to text. So youcan call me on my mobile, but I don't...

...really want you texting me on my mobileyeah. I think that's interesting. I feel like it's depends. How text isbeing used? If you've already built a report with someone, then I think it'smore widely accepted versus. If it's in a prospecting part- and you haven'tbuilt thatr point N- I you get their number and you're trying to set up themeeting and then you start textig o. That is bad. But if you have themeeting on the Calentar, you've already be built, TA report and You you knowyou text them, maybe thirty minutes before to SEPF you're still on. Forthat. I think, then, it's a little bit more accepted, especially if you're alater stage in the sale cycle contracts out. You know it's been a little whileyou know you're trying to figure out if it's going to be signed by the end ofthe month. Maybe then you can text you already built that repoit Er establishdthat connection you're. You know pretty far down the the cycle. I think thenit's okay, but it's tough to get a read on this without having a context aroundhow people are texting yeah, I think you nailed it. I think top of funnel,maybe not so much middle o funnel super powerful, Yeah Yeah. I would agree withthat. All right we're moving over to Linkin, which, by the way when we askpeople about social, the only thing they talked about is linkein right, Yethat whole social selling world, which I've always hated the term socialselling, because it's social prospecting who wee kidding yea social,doesn't sell people do yes, I go ant to rant about it, but only thing people talkd about is linkedin right. As matter of fact, zero responses, zero votes for Facebook,zero votes for twitter, so meed, I say Tho, Okay Yep. So when we asked and bythe way, Lincon ranged second or third for most preferred contact media, sothat's pretty powerful yeah most people say they will are positive aboutaccepting connections from sales treps. I would have a feeling if we donedeeper, it would have said if they ask for a connection and show me they addvalue, yeah, personaleethan value driven, not just a generic like I' liketo add you yep same thing, true with enmail right. So I thought that waspretty interesting. Yeah the Linton one was pretty interesting and then the Ithink we broke it out by sales and executives and operations. COSEoperations types were less likely to accept customize connection Erquest. Solet me ineoperations across the board doesn't want to talk to us. I don't carwhat a like stay away from me. You Stink and sales people. I don't want towing with you. I hate you all yeah, that's what I get out of the operationscategory, I'm going to Gbes, exactly least like we do anythings operations,kind of Goit soing to operations. An have my sympathies remind me not to go there H. Yes, allright new chip, this I a good one. Go there. You rint yeah, so has a newchannel emerge that replaces the...

...traditional channels of phone and email. So email is still the number one at thirtyseven percent butmax. I have a question for you. Do you think people like email the most,because it's the easiest ta? You know I think they're living it look now, ifyou think about where you spend your most time, you're living in your emailand it allows you to be proactive, also, not reactive. Look, you get a phonecall and it's called call. You really have to be in a situation where you cantake it, and so it's like much harder versus you get an email. You can get toit when you get to it right and you live in it. You know very often,although the thing that's going against email right now is like because of thatthere's just a lot of noise there, and because of you, know what we do and MSPdoes, and you know a lot of our partners. Do we're just trying to makepeople better at that, but you know unfortunately,there's a lot of bad apples still out there that are not doing it right yet,but that's what I think I think that's why it's still up there. I agree withyou by the way- and I know this is a snapshot in time. How many emails haveyou got this week talking about Dream Force? Oh Man, dan't even coun seriously, I'mlike yeah they're, a blur they're a blar delete te like Delat, telead, tol.Hope, I'm not missing anything good because the delete button. You know Ialmost broke a nail. The other day hitting Dolig I'm trying to figure outeven what's like a best practice there, like you, know we're saletacker, sowe're not trying to sell anything. So I was almost going to put that in thesubject. When is like dream force, not trying to tell you anything in gapslike literally just have two free events for you to come to that. Are youknow, friends of sales, hack, er stuff, but it's tough. It's tough to breakthrough that noise. Everybody's trying to get meeting sen, dreim forceeverybody's, doing something there there's to great economy, so o ecompany use friends of sales. Tacker read this. If you are friend of sales,hacker try and go yeah, I think Youhav the ability to Av test. Subject: LintsYeah! I know it ta for it yeah exactly all right, so email was first linked inwas second, I thought that was interesting. It came in three percentover phone and here's someone that really surprised me. One to one videos like wow wrigt, linked in phone callsin one to one videos pretty close right, but the only vidored n video liciousare Goingna like that one. Oh, my God. You think I anate o call Tyler Las Aran.Go! Do you gotto see this thing riahy like this yeah yeah? So I think it'sinteresting because one toin videos for me have to be really good. Yeah like theyhave to be really good and they have to be personalized and it's not like high trash. You know and hats to be. Idon't know something interesting so, but making a big comeback in letters.Dreckmail and swag came in if but...

...having said that, I think it's becauseof the whole accountbase strategy thing and how we use youreckmail and how weuse swag and stuff like that. I think that number is going to rise over thenext year or two. I think the number is going to rise. I think, like I'm biased,but platforms lik out reach, allow people to do Omni channel in a muchbetter way, and you see these things and you know we rank them. How do youprefer to be contacted? But what really works is when you find a beautifulsequence or way to surround somebody with these different things. wherether,you know it's, you start with email and t linked in and then phone then won Owone, a video then swag. Whatever order you going and it's all about abytesting and if you can really understand how people tick and for usunderstand, maybe what somebody prefers over something else and make sure it'srelevant personalized, you're gon to have a much better chanceto success. So you know I just I was talking to you- know: Rob Jeson, ofcourse: Who Does it yeah last night he's like we're not doing a lot we'redoing high quality, stuff and they're going after big companies and he'se,like our hit rates, are huge because we're just taking our time on each oneyeah and I think a lot of companies went the other way with it and you knowt', I don't blame the startups, they got to grow fast and they got hit theirnumbers, so they avi rate more money, but don'tthink. That's the only way to doit so yep. I completely agree allright, I'm going to skip because I want toland our playing with the functional title role data. So I'm going to gonext to methods for content. Consumption is that okay, yeah go forit;okay, all right age divide so interesting. So, under thirty five years old, anover thirty five years old, is where we do the line in the sand for the data.Okay, if you are under thirty five, you really don'tlike white papers, not that interested in white papers, but if you're overthirty five you do and the swing was eight to twenty four percent. That's apretty big swiy right! So to me it says you know know your audience understandwhere content like white papers comes to play, one to one video fourpencepercent swing. So I thought that was interesting, eighteen and twenty twopercent, so I think pretty much everybody likes that for contentconsumption. I thought this was interesting. Reviewsites like GTO crowd software advice, if you're under thirty five twenty ninepercent says that it's your preferred medium over thirty five. It drops toeighteen percent, so the younger you are the more you're willing to believepeer reviews. The older you are nout, the thirty five easold by any means,but the older R, maybe you're a little more skeptical or prefer other venues,Yep Yep and then finally recorded webinars, younger, better older, lessand the swing on this was pretty big, twenty six and fourteen percent yeah. So et it also. What I saw also- and Ihad a unique imvea with this, because I...

...was checking it every day- yeah wergetting the results in and I think sales hacker sent it out on day. One Bigroup sent it out on day to and MSP sent it out on dng three, so youactually getting to see where they came from Yeh kind of tweak. These answers alittle bit and if they came from the MSP, then like role, specific forumswas kind of high up on their list and they're also SPS, probably the out ofthe three of us, the most sophisticated tech person. So maybe theyre, I don'tknow if it's an age thing or if they're, just you know they're in the techbubble, but they seem to be on the newer technology trends more than youknow. Maybe some of the other groups yeah, I think th they were dependentmore on GJ crowd because their peers are all you know: Sales, ops, people atother companies doing the same things that they're doing that's a good point.I thought that when I was looking at the feedback coming in dayafter day,they were different based on the different groups that were pulled. SoThat's interesting because our groups would tend to be the way we did. Our secha me only DUVto be tech, primarily yeah, and we were pulling on C swueite cro cm level, YEP,so interesting. I'M gonna have to Thake my way through that yeah yeah all right,we're going to land this plane. What I'd like to talk about next with youMax is something that I thought was super interesting, and that was thedata between preferences and communication between sales andmarketing. Now I know a lot of our audience is selling to a lot ofdifferent biretypes. But that's not really the point. I think the point iswe have to figure out how our individual byertypes want to becommunicated with right. So a lot of people sell to both salesand marketing, I'm one of those people, but they like to be communicated withtotally differently. So, if you look at our data, email ispreferred by marketing thirty three percent sales. Fifty one percentmarketing phone, twenty two percent sales, nine percent marketing hm right,huge swag, yeah, linked in straight up, even likesixteen and fourteen. So as far as I'm concerned that straight up even and oneto one video- and I am shocked at this oned ten video fifteen percent sales,eight percent marketing, like I would have thought marketing-would have viewed video as a marketing asset, but apparently not yeah, and then the last one is mailed lettersand swag ten percent sales, seventeen percent marketing. Well, it's probablybecause marketing loves that Shit. I was Gonta, say yeah, not surprised thatmarkettings hired an sales on that one and actually I'm actually surprised I's,not higher for them. I know right. I do think it's going to change over time,though, because I do think with ABM it's going to make the big comeback,but so, like we said to land the plane, Ithink, or the data is interesting in...

...that it clearly says we need to knowour buyers and not in the aggregate at the individual level, because onceagain I sell to marketing I sell to sales I sell to executives, I mighthave to have three different patterns for communication. Yeah I mean an youcan lay or own age on that V layer on seniolity or size in the deal on howyou're going to approach it so a lot of different things to lay ar ound here. Ithink this adds an element, though of science and data, to back a lot of yourprevious hunches that you might have had, and some of them are surprising.We've had a lot of really good findings here in this, and I think it'ssomething what we have to do every year, because it's changing so quickly thelandscape and it's highly relevant, and I think not only do we have to doit, but I think our customers need to do it right. I think we take a verysuccinct view of the market once again, based on our Audienceis, very sales,centric and executive centric, but once again, if you're selling to a CFO or,Oh God, bless you if you're selling to operations based on the date here, butyou know you know, there's a lot of different people people sell to so Ithink people have to get very granular about the channels medium, whatever youuse to call it that they're going to use to build their programs awesomewell. This was great. Thank you. So much for running through this with UStaks the bridge group, to the moderrtales pros and to saletacker forgetting this surveydy out there putting the survey together packaging it. Ithink it's something that's going to be hugely valuable for anybody in sales.That's trying to build their kind of sales engagement process right now andthank you so much trish. This was this is awesome, I'm ax! You know I lovethis stuff and it's always a pleasure working with you. Likewise, this was another episode of the salesengagement, podcast Jonus at sales, engagementcom for new episodes,resources and the book on Sales Aragement coming to to get the most outof your sales and gating strategy, make sure to check out out REACHD OT IO teleading sales and beapple Plat. So you on the next episode.

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