The Sales Engagement Podcast
The Sales Engagement Podcast

Episode · 4 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 sales engagement platform helping companies, sellers and customer success engage with buyers and customers in the modern sales era. Check out sales engagementcom for new episodes, resources and the 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'm joined today by the legend of sales development, trispertuz. Today we're discussing an analyzing the responses from our buyer engagement survey taken by over eight hundred decisionmakers and B tob buyers. There's some incredible discoveries here. So Trish, take us away. So here's the deal. I spend all day, every day talking to people about buyer engagement and how it's now the hardest part of the sales process, but I don't have any research on the topic. So what I did was go to sales hacker and mardern sales pros and say hey, let's get together, do some research and figure out really how buyers want to hear from us. So we did, and this is a little bit of a preview of what we found and I have my dear friend and colleague, Max all Schuler from sales hacker with me and we're going to give you a little bit 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 to the survey, people from the salesacker community, the bridge group and modern sales broke communities. The date is pretty comprehensive. I think we have enough day to here to say definitively that these are the trends and why I take us through some of the results I've seen so far. All right, so first of all, let's start with who did respond, and it was super interesting because it skewed smaller and younger, right. So eighty percent of the companies that responded to us were under a hundred million. But I think that's kind of the market we want to talk to, because those are the people that are trying to figure out how to get out their buyers. You're of a hundred million. You maybe have already figured that out. The other thing is half of the people that responded are under thirty five years old. I also think that's interesting because we always talk to people about the age of their buyers and whether or not it impacts how they want to be communicated with. So let's just put that out there. Yeah, and we added age because it was the last minute add and I really had a hunch that there would be some interesting numbers there. You know, do younger people like to interact through text or one video? Do maybe more season veterans? Are they over? You know, certain things, of things, kind of certain ways of communication kind of been played out and til they're over. Now we we're like the little different factors and nuances that age might have to do with how somebody likes to engage with the salesperson. Matters.

It matters. But just to be clear, we didn't. Obviously, based on our audiences, sixty five percent of the people who responded to us, we're salespeople right or in the sales category. Seventeen percent executives and only ten percent marketing. Maybe next time we can take a deeper dive just on marketing, but for now it gives us a good sampling. I think so. Really, if you're selling to like finance. Maybe the date is not perfect for you, but so many of us are selling into this category I think it's super relevant. Yeah, so first question Max. Our desk phones dead right? You're on Linkedin. You see the debate all the time, and the answer is no, the majority of people still have a desk phone. Right. So what's interesting about the data is the higher up in the leveling you go of executives, the less likely it is that they do have a desk phone. So to me what this said was like forty four percent of the sea suite doesn't have a desk phone. So what does that say to us about buy your engagement? I'm going to tell you what I thought, Max, and then you tell me what 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, because it's not like they don't have a phone, they're just is harder to get 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 like that. Bringing the gatekeeper strategy back definitely working bottom up and I think it's even for companies that are building products, not even your sales process. It's going back to your team and saying this is how people like to buy these days. How do we lower friction to getting into these organization? Is there a way that we can build a bottom up strategy so we don't have to go in through the C level every time? Right? I think a lot of that we're serving here are trying to figure out what that lower friction strategy 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 have to do something with the day to you collect bottom up right, make a hyper personalized campaign against the sea sweet. But that's a topic for another another day. Yeah, yeah, the other thing that we talked about was how often do people check voicemail? And it's about once a day is what it 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 the deal. 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 back first. Statement have to be really grabbing, because otherwise, well, and that my 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 my voice mail. I think it's pointless. The transcription on my voice mail from Apple, my iphone isn't great, you know. If you know, it's like 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 proactive about getting in communicating with someone versus reactive listening to a voicemail and calling them back. So I was surprised by this, but everybody's different and it seems like the majority is listens to it either multiple times a day or once per day. I think if you find are multiple times per day and once per day. You're at if I'm ready, I'm reading this correctly. Fifty three percent. 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 good at using voicemails a communication method. Right, it's a little chapter in the story you're trying to tell and that story better be interesting and relevant to your buyer. All right, moving on. Is Mobile accepted? And sixty percent said yes it is. Now we're thinking that most of the people that said yes, 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 use it. 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 have no idea, but I thought that was interesting. Yes, a thirty five to 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 five doesn't like mobile. That is an interesting one. I think that's something to kind of pay attention to as your prospect and it's like when you're looking at the person on the other end and maybe you can tell from their usually what I do is I go to like when they went to college. I check out if the college number on there, but I think they're. There are general 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 know why the number scwed like that, but they did. I know, interesting, all right, texting. People don't love it. Nope. So it's kind of split evenly on positively and not positively, but slightly more negatively, you h but here's the interesting point. Yeah, on average, even those most open to mobile phone calls were forty percent less likely to be open to text. So you can call me on... mobile, but I don't really want you texting me on my mobile. Yeah, that's interesting. I feel like it's depends how text is being used. If you've already built a report with someone, then I think it's more widely accepted. Versus if it's in the prospecting part and you haven't built our point and you get their number and you're trying to set up the meeting and then you start texting them, that is bad. But if you have the meeting on the calendar, you've already built a a port and you you know, you text the maybe thirty minutes before to see if you're still on for that, I think then it's a little bit more accepted, especially if you're a later stage and the sale cycle contracts out. You know it's been a little while. You know you're trying to 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 established that connection. You're, you know, pretty far down the cycle. I think then it's okay, but it's tough to get a read on this without having the context around how people are texting. Yeah, I think you nailed it. I think top of funnel, maybe not so much. Middle of funnels super powerful. Yeah, yeah, I would agree with that. All right, we're moving over to Linkedin, which, by the way, when we 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 social selling because it's social prospecting. Who We kidding? Yeah, social doesn't sell. 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 are positive about accepting connections from sales reps. I would have a feeling if we dig deeper, it would have said if they ask for a connection and show me they add value. Yeah, personal relevant value driven, not just a generic like I'd like to add you. Yep, same thing true with in mail, right. So I thought that was pretty interesting. Yeah, the Linkedin one was pretty interesting. And then the I think we broke it out by sales and executives and operations. Those operations types were less likely to accept customized connection on request. So let me just executive operations across the board doesn't want to talk to us. I don't care what I be like stay away from 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 the operations category. I'm going to ask exactly I could least likely do anything operations kind of go. So into operations, you have my sympathies. Remind me not to go there. HMM. Yes, all right, new chat. This is a good one. Go there, you. Yeah, so has 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 the most because it's the easiest to you know, I think they're live in it. 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. You really have to be in a situation where you can take it, and so it's like much harder versus. You get an email, you can get to it 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 lot of 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 that are not doing it right yet. But that's what I think. I think that's fine. It's still up there. I agree with you. By the way, and I know this is a snapshot in time, how many emails have you got this week talk and about Dream Force? Oh Man, can't even count. Seriously, I'm like yeah, they're blur, they're blur. Delete, delete, delete, delete, delete. Hope I'm not missing anything good, because the delete button. You know, I almost broken nail the other day hitting the log I'm trying to figure out even what's like a best practice. They're like, you know, we're sales hacker, so we're not trying to sell anything. So I was almost going to put that in the subject 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. That are, you know, friends of salesacker stuff. But it's tough. It's tough to break through that noise. Everybody's trying to get meetings, a dream force. Everybody's doing something there. There's it's a great economy. So I have a company use. Friends of sales hacker read this. If you were a friend of sales hacker, try to go. Yeah, I think here the ability to at test subject lines. Yeah, I know, it's all for it, exactly. All right. So email was first, linkedin was second. 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 gonna like that one. Oh my God, you think? I almost call tyler lessard and go, dude, you gotta see this thing right like this. Yeah, yeah, so I think it's interesting because one, two, one videos for me have to be really good. Yeah, I like that. have to be really good and they have to be personalized and it's not like High Trish, you know, and has three I don't know, something interesting. So, but making a big comeback in letters, direct mail and swag came in. If but having said that,...

I think it's because of the whole accounting strategy thing and how we use directmail and how we use swag and stuff like that. I think that number is going to rise over the next year or two. I think the number is going to rise. I think like I'm biased, but platforms like outreach allow people to do Omni channel and a much better way. And you see these things and you know we rank them. How do you prefer to be contacted? But what really works is when 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 people tick and, for us, understand maybe what somebody prefers over something else and make 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 night he's like we're not doing a lot, we're doing high quality stuff and they're going after big companies and he's like our hit rates are huge because we're just taking our time on each one. Yeah, I think a lot of companies went the other way with it. And you know how I don't blame the startups. 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 way to do it. So, Yep, I completely agree. All Right, I'm going to skip because I want to land the our plane with the functional title 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 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't like white papers, 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's a pretty big swing right. So to me it says you know, know your 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 that for content consumption. I thought this was interesting. Review sites like g two, crowd software advice. If you're under thirty five, twenty nine percent says that 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 any means, but the older are maybe you're a little more skeptical or prefer other venues. Yep, Yep. And then finally, recorded webinars. Younger better, older, less, and the swing on this was pretty big. Twenty six and fourteen percent. Yeah, so, yeah, it also what I saw. So and I had a unique view with this because I was checking it every day. Yeah, we're getting...

...their results in and I think sales hacker sent it out on day one, the group sent it out on day two and MSP sent it out on day three. So you actually getting to see where they came from. Yep, kind of tweak these answers a little bit and if they came from the mspdn like roll specific forums was kind of high up on their list and they're also MSPs. Probably the out of the three of us the most sophisticated tech person so maybe they're I don't know if it's an age thing or if they're just, you know, they're in the tech bubble, but they seem to be on the newer technology trends more than, you know, maybe some of the other groups. I think they were dependent 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's a good point. I thought that when I was looking at their feedback coming and 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 we did. Our select may only do be to be primarily yeah, and we were pulling on c sweet Serro CMO level. Yep. So interesting. I'M gonna have to take my way through that. Yeah, yeah, all right, we're going to land this plane. What I'd like to talk about next with you, Max is something that I thought was super interesting, and that was the data between preferences in communication between sales and marketing. Now, I know 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 have to 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 one of those people. But they like to be communicated with totally differently. So if you look at our data, email is preferred by marketing. Thirty three percent sales, fifty one percent marketing. Phone, twenty two percent sales, nine percent marketing. MMM right, huge swag. Yeah, linkedin straight up even, like sixteen and fourteen. So as far as I'm concerned. Then straight up even and one to one video, and I am shocked at this one. One video, fifteen percent sales, eight percent marketing. HMM, 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 letters and swag. Ten percent sales, seventeen percent marketing. Well, it's probably because marketing loves that Shit. I was going to say, yeah, not surprised that marketing hired and sales on that one. And actually I'm actually surprised is 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. I think are the data is...

...interesting in that it clearly says we need to know our buyers and not in the aggregate, at the individual level because, 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 going to approach it. So a lot of different things to lay are on here. I think this adds an element, though, of science and data to back a lot of your previous 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's something we have to do every year because it's changing so quickly the landscape and it's highly relevant and I think not only do we have 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 again based 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're selling to operations based on the tape to here. But you know, you know, there's a lot of different people people sell to. So I think people have to get very granular about the channels, medium, whatever you used to call it, that they're going to use to build their programs. Awesome. Well, this was great. Thank you so much for running through this with us. Thanks the bridge group, to the modern sales pros and to sales hacker for getting the survey out there, putting the servey together packaging it. I think 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. And thank 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 US at sales engagementcom or new episodes, resources and the book on sales engagement coming soon. To get the most out of your sales engagement strategy, make sure to check out outreached. I own the leading sales and usement plot. See you on the next episode.

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