The Sales Engagement Podcast
The Sales Engagement Podcast

Episode · 3 years ago

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


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 is brought to you by outreach dot I oh, the leading salesengagement platform helping companies, sellers and customer success engage with buyers and customers inthe modern sales era. Check out sales engagementcom for new episodes, resources andthe book on sales engagement coming soon. Now let's get into today's episode.Max Ouchuler here vpm marketing. That reach CEO at sales hacker, and I'mjoined today by the legend of sales development, trispertuz. Today we're discussing an analyzingthe responses from our buyer engagement survey taken by over eight hundred decisionmakers andB tob buyers. There's some incredible discoveries here. So Trish, take usaway. So here's the deal. I spend all day, every day talkingto people about buyer engagement and how it's now the hardest part of the salesprocess, but I don't have any research on the topic. So what Idid was go to sales hacker and mardern sales pros and say hey, let'sget together, do some research and figure out really how buyers want to hearfrom us. So we did, and this is a little bit of apreview of what we found and I have my dear friend and colleague, Maxall Schuler from sales hacker with me and we're going to give you a littlebit of a preview. So, Max, did I say that appropriately? Yeah, you got it. You know, we've had some really amazing responses here. I think we had it right now, over eight hundred responses tothe survey, people from the salesacker community, the bridge group and modern sales brokecommunities. The date is pretty comprehensive. I think we have enough day tohere to say definitively that these are the trends and why I take usthrough some of the results I'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 the companies thatresponded to us were under a hundred million. But I think that's kindof the market we want to talk to, because those are the people that aretrying to figure out how to get out their buyers. You're of ahundred 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 of their buyersand whether or not it impacts how they want to be communicated with. Solet's just put that out there. Yeah, and we added age because it wasthe last minute add and I really had a hunch that there would besome interesting numbers there. You know, do younger people like to interact throughtext or one video? Do maybe more season veterans? Are they over?You know, certain things, of things, kind of certain ways of communication kindof been played out and til they're over. Now we we're like thelittle different factors and nuances that age might have to do with how somebody likesto engage with the salesperson. Matters.

It matters. But just to beclear, we didn't. Obviously, based on our audiences, sixty five percentof the people who responded to us, we're salespeople right or in the salescategory. Seventeen percent executives and only ten percent marketing. Maybe next time wecan take a deeper dive just on marketing, but for now it gives us agood sampling. I think so. Really, if you're selling to likefinance. Maybe the date is not perfect for you, but so many ofus are selling into this category I think it's super relevant. Yeah, sofirst question Max. Our desk phones dead right? You're on Linkedin. Yousee the debate all the time, and the answer is no, the majorityof people still have a desk phone. Right. So what's interesting about thedata is the higher up in the leveling you go of executives, the lesslikely it is that they do have a desk phone. So to me whatthis said was like forty four percent of the sea suite doesn't have a deskphone. So what does that say to us about buy your engagement? I'mgoing to tell you what I thought, Max, and then you tell mewhat you think. To me, it says the higher up you go,like if you're selling to the sea sweet, you need a gatekeeper strategy, becauseit's not like they don't have a phone, they're just is harder toget at. So I think gatekeeper strategies kind of fell by the wayside.I think we need to bring them back. What do you think? I likethat. Bringing the gatekeeper strategy back definitely working bottom up and I thinkit's even for companies that are building products, not even your sales process. It'sgoing back to your team and saying this is how people like to buythese days. 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 haveto go in through the C level every time? Right? I think alot of that we're serving here are trying to figure out what that lower frictionstrategy might be. Yeah, and there's a whole sttrategy between bottom up strategies. They take you to the sea suite. I mean you don't just you haveto do something with the day to you collect bottom up right, makea hyper personalized campaign against the sea sweet. But that's a topic for another anotherday. Yeah, yeah, the other thing that we talked about washow often do people check voicemail? And it's about once a day is whatit averages out to. I think the average is about five point six.So people still are listening to their voicemails, but if I point times per week, yes, five point six times for that's right. So here's thedeal. They're only listening once a day. They were listening to a bunch right. So if you're saying the same old crap that everyone else is saying. You're going to get deleted high, this is but from but high.This is meant for bet high. This has been that you got a backfirst. Statement have to be really grabbing, because otherwise, well, and thatmy boat means to leak at me.

Well, yeah, yeah, well, right, agreed. Totally agree. I was actually surprised by this.So I'm somebody WHO's voicemail says please do not leave me a voicemail.Either text me at this number or email me at and I don't check myvoice mail. I think it's pointless. The transcription on my voice mail fromApple, my iphone isn't great, you know. If you know, it'slike Chase Bank will 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 be proactiveabout getting in communicating with someone versus reactive listening to a voicemail and calling themback. So I was surprised by this, but everybody's different and it seems likethe majority is listens to it either multiple times a day or once perday. I think if you find are multiple times per day and once perday. You're at if I'm ready, I'm reading this correctly. Fifty threepercent. Fifty one percent it is. So that's pretty overwhelming right there.I think it is, and it's a testimonial for you. Better be goodat using voicemails a communication method. Right, it's a little chapter in the storyyou're trying to tell and that story better be interesting and relevant to yourbuyer. All right, moving on. Is Mobile accepted? And sixty percentsaid yes it is. Now we're thinking that most of the people that saidyes, it is publish their mobile in their signatures or, like you said, Max, you say text me. So people have your mobile number.So sixty percent is pretty overwhelming. But once again, you got to useit. You disrusly right. You got to use mobile in the right way. So here's a generational divide. We found two under thirty five likes mobile. Over fifty five likes mobile. Apparently, if you're thirty five to forty five, you don't like mobile. What does that even mean? I haveno idea, but I thought that was interesting. Yes, a thirty fiveto fifty five. Right, thirty five to fifty five doesn't like mobile.Thirty thirty five to fifty five. You're right, thirty five to fifty fivedoesn't like mobile. That is an interesting one. I think that's something tokind of pay attention to as your prospect and it's like when you're looking atthe person on the other end and maybe you can tell from their usually whatI do is I go to like when they went to college. I checkout if the college number on there, but I think they're. There aregeneral generational factors at play in sales with like it or not, right.So that's an interesting one to keep an eye on, because I don't knowwhy the number scwed like that, but they did. I know, interesting, all right, texting. People don't love it. Nope. So it'skind of split evenly on positively and not positively, but slightly more negatively,you h but here's the interesting point. Yeah, on average, even thosemost open to mobile phone calls were forty percent less likely to be open totext. So you can call me on... mobile, but I don't reallywant you texting me on my mobile. Yeah, that's interesting. I feellike it's depends how text is being used. If you've already built a report withsomeone, then I think it's more widely accepted. Versus if it's inthe prospecting part and you haven't built our point and you get their number andyou're trying to set up the meeting and then you start texting them, thatis bad. But if you have the meeting on the calendar, you've alreadybuilt a a port and you you know, you text the maybe thirty minutes beforeto see if you're still on for that, I think then it's alittle bit more accepted, especially if you're a later stage and the sale cyclecontracts out. You know it's been a little while. You know you're tryingto figure out if it's going to be signed by the end of the month. Maybe then you can text. You've already built our port, we're establishedthat connection. You're, you know, pretty far down the cycle. Ithink then it's okay, but it's tough to get a read on this withouthaving the context around how people are texting. Yeah, I think you nailed it. I think top of funnel, maybe not so much. Middle offunnels super powerful. Yeah, yeah, I would agree with that. Allright, we're moving over to Linkedin, which, by the way, whenwe ask people about social the only thing they talked about is Linkedin, right. Yeah, that whole social selling world, which I've always hated the term socialselling because it's social prospecting. Who We kidding? Yeah, social doesn'tsell. People Do, yes, I go on a rant about it,but only thing people talk about is Linkedin, right, as a matter of fact, zero responses, zero votes for Facebook, zero votes for twitter.So need I say that? Okay, Yep. So when we asked,and by the way, linkedin ranked second or third for most preferred contact media, so that's pretty powerful. Yeah, but most people say they will arepositive about accepting connections from sales reps. I would have a feeling if wedig deeper, it would have said if they ask for a connection and showme they add value. Yeah, personal relevant value driven, not just ageneric like I'd like to add you. Yep, same thing true with inmail, right. So I thought that was pretty interesting. Yeah, theLinkedin one was pretty interesting. And then the I think we broke it outby sales and executives and operations. Those operations types were less likely to acceptcustomized connection on request. So let me just executive operations across the board doesn'twant to talk to us. I don't care what I be like stay awayfrom me, you stink and sales people. I don't want to win with you. I hate you all. Yeah, that's what I got out of theoperations category. I'm going to ask exactly I could least likely do anythingoperations kind of go. So into operations, you have my sympathies. Remind menot to go there. HMM. Yes, all right, new chat. This is a good one. Go there, you. Yeah, sohas a new channel emerge that replaces the...

...traditional channels of phone and email?So email, it's still the number one at thirty seven percent. But,Max, I have a question for you. Do you think people like email themost because it's the easiest to you know, I think they're live init. Look now, if you think about where you spend your most time, you're living in your email and it allows you to be proactive also,not reactive, like you get a phone call and it's cold call. Youreally have to be in a situation where you can take it, and soit'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 that. There's just a lot of noise there and because of, you know, what we do and MSP does and you know a lotof our partners do. We're just trying to make people better at that.But you know, unfortunately there's a lot of bad apple still out there thatare not doing it right yet. But that's what I think. I thinkthat's fine. It's still up there. I agree with you. By theway, and I know this is a snapshot in time, how many emailshave you got this week talk and about Dream Force? Oh Man, can'teven count. Seriously, I'm like yeah, they're blur, they're blur. Delete, delete, delete, delete, delete. Hope I'm not missing anythinggood, because the delete button. You know, I almost broken nail theother day hitting the log I'm trying to figure out even what's like a bestpractice. They're like, you know, we're sales hacker, so we're nottrying to sell anything. So I was almost going to put that in thesubject line. Is like dream force not trying to tell you anything in gaps. Like literally just have two free events for you to come to. Thatare, you know, friends of salesacker stuff. But it's tough. It'stough to break through that noise. Everybody's trying to get meetings, a dreamforce. Everybody's doing something there. There's it's a great economy. So Ihave a company use. Friends of sales hacker read this. If you werea friend of sales hacker, try to go. Yeah, I think herethe ability to at test subject lines. Yeah, I know, it's allfor it, exactly. All right. So email was first, linkedin wassecond. I thought that was interesting. It came in three percent over phone. And here's the one that really surprised me. One to one videos.M Like Wow, right, linkedin phone calls and one to one videos.Pretty close, right, the only vid you're done, videolicious, are gonnalike that one. Oh my God, you think? I almost call tylerlessard and go, dude, you gotta see this thing right like this.Yeah, yeah, so I think it's interesting because one, two, onevideos for me have to be really good. Yeah, I like that. haveto be really good and they have to be personalized and it's not likeHigh Trish, you know, and has three I don't know, something interesting. So, but making a big comeback in letters, direct mail and swagcame in. If but having said that,...

I think it's because of the wholeaccounting strategy thing and how we use directmail and how we use swag andstuff like that. I think that number is going to rise over the nextyear or two. I think the number is going to rise. I thinklike I'm biased, but platforms like outreach allow people to do Omni channel anda much better way. And you see these things and you know we rankthem. How do you prefer to be contacted? But what really works iswhen you find a beautiful sequence or way to surround somebody with these different things, whether you know it's you start with email and linkedin and then phone,then one, one video, then swag, whatever, or are you going?It's all about a be testing and if you can really understand how peopletick and, for us, understand maybe what somebody prefers over something else andmake sure it's relevant personalized, you're gonna have a much better chance to success. So, you know, I just I was talking to you know,Rob Jepson, and of course, who does it. Yeah, last nighthe's like we're not doing a lot, we're doing high quality stuff and they'regoing after big companies and he's like our hit rates are huge because we're justtaking our time on each one. Yeah, I think a lot of companies wentthe other way with it. And you know how I don't blame thestartups. They got to grow fast and they got to hit their numbers,so they have raided more money, but I don't think that's the only wayto do it. So, Yep, I completely agree. All Right,I'm going to skip because I want to land the our plane with the functionaltitle Roll Data. So I'm going to go next to methods for content consumption. Is that okay? Yeah, go for it. Okay, all right, age divide so interesting. So under thirty five years old and over thirtyfive years old is where we do the line in the sand for the data. Okay, if you are under thirty five, you really don't like whitepapers, not that interested in white papers, but if you're over thirty five,you do. In the swing was eight to twenty four percent. That'sa pretty big swing right. So to me it says you know, knowyour audience, understand where content like white papers comes to play. One two, one, video, fourpence percent swing. So I thought that was interesting.Eighteen and twenty two percent. So I think pretty much everybody likes thatfor content consumption. I thought this was interesting. Review sites like g two, crowd software advice. If you're under thirty five, twenty nine percent saysthat it's your preferred medium. Over thirty five it drops to eighteen percent.So the younger you are, the more you're willing to believe peer reviews.HMM, the older you are not. The thirty five is old by anymeans, but the older are maybe you're a little more skeptical or prefer othervenues. Yep, Yep. And then finally, recorded webinars. Younger better, older, less, and the swing on this was pretty big. Twentysix and fourteen percent. Yeah, so, yeah, it also what I saw. So and I had a unique view with this because I was checkingit every day. Yeah, we're getting...

...their results in and I think saleshacker sent it out on day one, the group sent it out on daytwo and MSP sent it out on day three. So you actually getting tosee where they came from. Yep, kind of tweak these answers a littlebit and if they came from the mspdn like roll specific forums was kind ofhigh up on their list and they're also MSPs. Probably the out of thethree of us the most sophisticated tech person so maybe they're I don't know ifit'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, you know, maybe some of the other groups. I think they weredependent more on g two crowd because their peers are all, you know,sales ops people at other companies doing the same things that they're doing. That'sa good point. I thought that when I was looking at their feedback comingand day after day they were different based on the different groups that were pulled. So That's interesting, because our groups would tend to be the way wedid. Our select may only do be to be primarily yeah, and wewere pulling on c sweet Serro CMO level. Yep. So interesting. I'M gonnahave to take my way through that. Yeah, yeah, all right,we're going to land this plane. What I'd like to talk about nextwith you, Max is something that I thought was super interesting, and thatwas the data between preferences in communication between sales and marketing. Now, Iknow a lot of our audience is selling to a lot of different bier types, but that's not really the point. I think the point is we haveto figure out how our individual buyer types want to be communicated with. Right. So a lot of people sell to both sales and marketing. I'm oneof those people. But they like to be communicated with totally differently. Soif you look at our data, email is preferred by marketing. Thirty threepercent sales, fifty one percent marketing. Phone, twenty two percent sales,nine percent marketing. MMM right, huge swag. Yeah, linkedin straight upeven, like sixteen and fourteen. So as far as I'm concerned. Thenstraight up even and one to one video, and I am shocked at this one. One video, fifteen percent sales, eight percent marketing. HMM, likeI would have thought marketing would have viewed video as a marketing asset,but apparently not. Yeah, and then the last one is mailed letters andswag. Ten percent sales, seventeen percent marketing. Well, it's probably becausemarketing loves that Shit. I was going to say, yeah, not surprisedthat marketing hired and sales on that one. And actually I'm actually surprised is nothigher for them. I know right. I do think it's going to changeover time, though, because I do think with ABM it's going tomake the big comeback. But so, like we said, to land theplane. I think are the data is...

...interesting in that it clearly says weneed to know our buyers and not in the aggregate, at the individual levelbecause, once again, I sell to marketing, I sell two sales,I sell two executives, I might have to have three different patterns for communication. Yeah, I mean, and you can layer on age on that,you can layer on seniorady or size of the deal, on how you're goingto approach it. So a lot of different things to lay are on here. I think this adds an element, though, of science and data toback a lot of your previous hunches that you might have had, and someof them are surprising. We've had a lot of really good findings here inthis and I think it's something we have to do every year because it's changingso quickly the landscape and it's highly relevant and I think not only do wehave to do it, but I think our customers need to do it right. I think we take a very succinct view of the market, once againbased on our audiences, very sales centric and executive centric. But once again, if you're selling to a CFO or, oh God bless you, if you'reselling to operations based on the tape to here. But you 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 youused to call it, that they're going to use to build their programs.Awesome. Well, this was great. Thank you so much for running throughthis with us. Thanks the bridge group, to the modern sales pros and tosales hacker for getting the survey out there, putting the servey together packagingit. I think it's something that's going to be hugely valuable for anybody insales that's trying to build their kind of sales engagement process right now. Andthank you so much, tress. This was this is awesome. Max,you know I love the stuff and it's always a pleasure working with you.Likewise, and this was another episode of the sales engagement podcast. Join USat sales engagementcom or new episodes, resources and the book on sales engagement comingsoon. To get the most out of your sales engagement strategy, make sureto check out outreached. I own the leading sales and usement plot. Seeyou on the next episode.

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