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Enterprise B2B Doubles Down on Digital Selling for 2023
Digital Selling's Impact on B2B Sales The vast majority of enterprise firms have adopted at least some hybrid work policies permanently. As a result, it has produced a new paradigm. This is particularly true for sales and marketing functions that have made pivotal shifts to digital transformation. Complex B2B transactions were the last bastion of sales and business development to rely on a fully digital approach to closing deals. Significant investments have been made into cultivating high-level relationships and communicating complex value stories in a digital medium. One of the companies that enterprise Fortune 500 firms have turned to in facilitating that pivot has been Kaon Interactive, whose namesake digital selling platform as well as its recently launched hybrid meeting platform, LiveShare®,…
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Shifting Digital B2B Sales & Marketing Needs in Europe
Meeting the Demands of 4D Buyer Engagement Tune into this moderated panel to learn how EU enterprise marketing pioneers enable and engage buyers in today’s 4D selling landscape (digital, dynamic, distributed, and data-driven). Discussion points include: Adapting to industry trends and rapid shifts/changesAccelerating the transformation of sales/marketingCreating consensus and trust among stakeholdersUnderstanding customers' experience requirements and their desire for controlPlanning for long-term, non-linear customer engagement journeysCommunicating complex stories and outcomesAgile and strong cross-functional approaches for growth
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The 2023 Digital Pivot: Pragmatic & Progressive Measures to Fight the Recession
Estimated Reading Time: 5 minutes An unfortunate reality that goes without question is that the economy will always rise and fall. The inevitable ebbs and flows of commerce, now more than ever, seem like the natural order of things; what goes up, must eventually come down. Like any recession, depression, or disaster, what matters most is not how we’re affected, but how we adjust to the situation to thrive. This principle applies no differently to the digital landscape of B2B enterprises. In today’s volatile, post-pandemic economy, a crucial part of being adaptable is being able to think ahead of the catastrophe and take the strategic actions necessary to mitigate risk. If we start to see layoffs, budget cuts, and loss…
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Thriving in Challenging Financial Times
Estimated Reading Time: 2 minutes Why visionary leaders see opportunity when others see challenges. It’s officially here. 2022 ushered in the first US economic recession since 2009. So how should you, as a business leader, respond? The data says, quickly and decisively, if you’re to take advantage of this opportunity and limit risk. Marketing leadership’s outlook. In their annual Pulse Survey, PwC provided a glimpse into how other CMOs and Marketing leaders view their organizations' challenges as we enter an environment we haven’t experienced since 2009. On average, marketing leaders had a 10% bleaker outlook on how the macroeconomic environment would impact their company across all categories compared to their C-suite colleagues. The top concerns reported were tax policy changes,…
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How CMOs Can Emerge Stronger During an Economic Downturn
Estimated Reading Time: 2 minutes According to Gartner, 70% of companies don’t regain their pre-recession growth levels in the 3-years following a recession, and only 5% of companies consistently achieve profitable growth above their competitors coming out of recession (simultaneously growing revenue and profit margin quarter-to-quarter). These are staggering numbers. The question is, WHY? Analysts like McKinsey have deemed that digital leaders are 3x more likely to achieve above-industry revenue and margin growth during a recession. But what defines a ‘digital leader’ and how, during a recession, do you pivot to achieve these necessary accelerations that allow you not just to survive but thrive? What is a Digital Leader? Digital transformation is the adoption of digital technology to improve efficiency,…
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Why Labs Need Interactive Digital Tools to Handle Rapid Change
Lab Design Tool Gone are the days when clinical labs had to rarely or with long timeframes make changes to the configuration of their workspaces. Today, frequent and rapid change to clinical lab workspaces is the rule and not the exception. Skilled labor shortages. Rapid advances in assay development and authorization. Innovations in instrument technologies. Dynamic and variable demand for unpredictable volumes of tests. Changing requirements for sample and consumable storage environments. Evolving safety standards and protocols. Lab operations managers are facing these challenges and more in the market, leading to a need for new ways to manage and configure labs. With constant change and new requirements, lab operations and configurations must be prepared to adapt. Lab managers need to plan for…
Featured in Clinical Lab Products (CLP)
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Missed Opportunities at AABB 2022
Estimated Reading Time: 3 minutes Our thoughts are with the residents of the communities impacted by Hurricane Ian. The cancellation of the AABB 2022 Annual Meeting, due to extremely unfortunate circumstances, sent exhibitors, sponsors, and attendees scrambling. After two years of virtual trade shows and events due to the global pandemic, we are getting back to traveling for in-person, face-to-actual-face events finally. Now, this. If we have learned anything from the past two years, it’s that we hope for the best and plan for the worst, which means always having a business continuity plan (in this case, an event continuity plan) in place. Virtual Product Demos – It’s Past Time for A Contingency Plan Did you know that the number…
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Harnessing the Flow State to Increase Buyer Engagement
Estimated Reading Time: 3 minutes By now, we all know there is no benefit to multitasking – though it’s often necessary – it hampers productivity and knowledge retention. But, have we learned to focus on a single task? Maybe, you have experienced a condition known as a flow state. When your mind focuses on one task, you are at your most creative and most capable of retaining what you learn. So, how does this apply to the buying and selling process? Your buyer’s world is full of distractions – some welcoming, but most counterproductive. As the day progresses, these distractions can lead to directed attention fatigue, an overall lack of interest due to mental fatigue. Mental fatigue leads to decreased…
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Overcoming the Elevator Pitch: Buying into the Buyer Experience
Estimated Reading Time: 5 minutes Before technology became ubiquitous in every aspect of life, the buyer-seller relationship was much more of an even exchange. The door-to-door knife salesperson would demonstrate how their cutting solutions could slice through an empty can of cola and point out how the old, outdated implement you were holding couldn’t. There would be the talk of a singular pain point, a singular solution, and a price point. It was personal. It was relevant. Or perhaps you’ve heard of the “elevator pitch,” where the seller has about 30 seconds to quickly sell you a product (or a screenplay or a shoe-shine), and you’re presented with two options: shake hands to seal the deal, or walk off at…
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Transcending Old Sales Patterns: 5 Advantages of Virtual Events
Estimated Reading Time: 4 minutes In recent years, virtual events have made their importance known. While first used for convenience, then out of necessity, long-lasting benefits were made clear through the continued use of virtual events as part of an engagement marketing strategy. A buyer’s takeaway from traditional events (walking from booth to booth or room to room) doesn’t necessarily have a long-lasting impression and there is a significant cost required. Travel, in-person networking, pounding the expo floor, and decision fatigue – not to mention all those emails piling up in their inboxes – can keep potential buyers from retaining the information they want to take home with them. Sales strategies benefit from including a digital presence. While not necessarily…
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Engagement Vs. Disruption in B2B Marketing
Estimated Reading Time: 3 minutes An unfortunate reality for engagement marketing is that a long-term strategy is a hard sell to a client that wanted results yesterday. Conversely, a flash-in-the-pan strategy is often an easy sell. But quick fixes are not viable long-term solutions. While urgency and execution may be needed up front, we need to think about both depth and distance for continued results over time. A solid marketing strategy should be seen as a marathon and not a sprint. Agility over long periods of time will always have a stronger ROI over a reactive focus on the now. So you’ve found your audience. Now what? We’ve seen disruptive marketing technologies and tactics be the hero of the day…