CEB Sales and Marketing Summit 2015: Day 1 Recap

October 21, 2015 Lauren Patrick

CEB_Sales_Marketing_Summit

Two interesting parts about #FlipMyFunnel is that it focuses on developing a great customer experience and brings sales and marketing together. The CEB Sales and Marketing Summit happening in Vegas is interesting to us for those very reasons as well.

We wanted to recap our favorite moments of the Day 1 for you here on the Terminus blog. Without further delay, here they are:

The day kicked off with Rick DeLisi welcoming the 1,200 attendees to the event.

.@rickdelisi kicks off the #CEBSummit for #B2B marketing & sales leaders in Vegas. Many tweets to follow! pic.twitter.com/fClIN34ZV5

— Richard Hill (@RHsays) October 20, 2015

As you can see, it was a packed house full of professionals ready to challenge the status quo of B2B Sales and Marketing.

The Great Listen #CEBSummit pic.twitter.com/v4qxvTtbC6

— Rob Ferreira (@robferreiraRF) October 20, 2015

Here is an interesting point presented in the opening session that shows we still have a lot to learn about our buyer’s journey.

[live #CEBSummit poll] 50% of #B2B leaders have a somewhat to very imprecise view of their buyers journey. Yikes! pic.twitter.com/WfLuig6Bqw

— Richard Hill (@RHsays) October 20, 2015

To add to the complexity, the buyer is overwhelmed as Jill Rowley summed up.

The modern buyer is digitally driven, socially connected, mobile, empowered, and OVERWHELMED. You're competing for ATTENTION. #CEBSummit

— Jill Rowley (@jill_rowley) October 20, 2015

The first session of the day was “The End of Customer Empowerment” and was presented by Brent Adamson with CEB.

Our first key takeaway from this session was this one, which highlighted the need for account-based marketing and reaching your buyers on their terms.

On average there are 5.4 DIVERSE individual stakeholders involved in the typical B2B purchase. @brentadamson #CEBSummit

— Jed Morley (@jed_morley) October 20, 2015

Jill Rowley highlighted this fact nicely as well:

The day of the senior decision maker is OVER. Buying happens by committee & requires consensus. Don't be single threaded!! #CEBSummit

— Jill Rowley (@jill_rowley) October 20, 2015

Brent Adamson also challenged us to not only recognize that there are an average of 5.4 people in every buying decision, but also to know who those people are.

The End of Customer Empowerment #CEBSummit – Brent Adamson. Do you know who your 5.4 are? pic.twitter.com/zrlsmBZMPh

— CEB Challenger (@CEB_Challenger) October 20, 2015

We were also reminded that there is no straight path in the customer journey, which is why we believe the traditional sales and marketing funnel is flawed.

The purchase process is not linear. It zigs, it zags, it starts, it stops, it winds around. #CEBSummit pic.twitter.com/7IC4cZudpa

— Jill Rowley (@jill_rowley) October 20, 2015

Along this zig-zagged journey, buyers are expecting a lot from sellers and sellers need to be ready to meet those demands.

In a world of demanding customers, we need to give them what they want. And it's a lot. #CEBSummit pic.twitter.com/4kzFpVmHyG

— Daniel Rodriguez (@dlrdaniel) October 20, 2015

After Brent reminded us of the challenges customers are having, he asked the audience to describe their recent purchase decision in real-time. Clearly there is much work to be done in order to improve customer experience.

@brentadamson asks 1200 B2B buyers about their last purchase. Painful and frustrating on top. #CEBSummit pic.twitter.com/pMH0WEKLcB

— Mike Derezin (@mikedfresh) October 20, 2015

#CEBSummit …how did you feel during your last buying experience? pic.twitter.com/hsjivfXgjq

— Nicole Bautista (@nicoloquita) October 20, 2015

The fact that buyer’s remorse is higher than ever highlights the need for good customer success programs that can turn those customers into advocates.

"It took us 2X as long to buy this solution than expected!" #CustomerRegret #CEBSummit @BrentAdamson @CEB_Challenger pic.twitter.com/U15dz0RMLr

— Peter Strid (@PeterStrid) October 20, 2015

One way for sales reps and marketers to win in this challenging buyers world is to make the process easier.

Everything we do, everything we create must be put through the ease-o-meter. #CEBSummit pic.twitter.com/rNrSfRrmvL

— Thomas Marks (@WThomasMarks) October 20, 2015

There were two ways forward presented: Responsive or Prescriptive.

@CEB_Challenger: Two Ways Forward. Are You Being Reactive OR Proactive? #CEBSummit pic.twitter.com/CxSBMb7Oyr

— CEB Challenger (@CEB_Challenger) October 20, 2015

The right choice was immediately clear to us:

Prescriptive marketing/sales improves ease of purchase. –>ease reduces buyer regret = better customers. #CEBSummit pic.twitter.com/KRzg91Y18K

— HireVue Accelerate (@HireVueSales) October 20, 2015

And in case you were wondering what a prescriptive selling approach looks like, here’s a good definition:

Make the buying process easier for your customers with quality recommendations. #CEBSummit pic.twitter.com/nHuKS3X2Na

— Mark Fasken (@mfasko) October 20, 2015

While this was definitely the most impactful session for us, we wanted to share a few other favorite tweets from the day.

What do #B2B reps look for when pursuing a lead? Lots of things, Marketing generated not one of them! #CEBSummit pic.twitter.com/XjV6WXLSzk

— Richard Hill (@RHsays) October 20, 2015

Great idea at #CEBSummit Use customer testimonials to talk about buying challenges, landmines and what u learned

— Jill Konrath (@jillkonrath) October 20, 2015

Ask customers about the purchase journey. Use win/loss analysis to understand the purchase journey not why "you" won/lost. #CEBSummit

— Thomas Marks (@WThomasMarks) October 20, 2015

Good customer relationships don't result in success; they're a by-product of adding value and being relevant to customers #CEBSummit

— David Somers (@dcsomers) October 20, 2015

Why social selling? #CEBSummit pic.twitter.com/U4fij3beDH

— LinkedIn for Sales (@linkedinselling) October 20, 2015

The 7 types of #B2B customers. Who do you target? Who should you target? #CEBSummit #ChallengerCustomer pic.twitter.com/UgnPVkY67Z

— Richard Hill (@RHsays) October 20, 2015

Account-Based Selling meets Account-Based Marketing via @peisaacson #CEBSummit pic.twitter.com/TJaBxFx1bo

— Jill Rowley (@jill_rowley) October 20, 2015

The ante for CMOs to get a "seat at the table" per @peisaacson at #CEBSummit pic.twitter.com/EhWjXbcSPn

— Randy Watson (@rawats61) October 20, 2015

"Measure everything but set goals based on business impact." @peisaacson #CEBSummit pic.twitter.com/dZxUNmN9Dg

— David Somers (@dcsomers) October 20, 2015

We hope you enjoyed the first day of the CEB Sales and Marketing Summit. If you’d like to learn more about how you can provide a better customer experience, download our #FlipMyFunnel Guide to Account-Based Marketing

The post CEB Sales and Marketing Summit 2015: Day 1 Recap appeared first on Terminus.

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