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The 2017 State of B2B Sales and Marketing

Annual Trends & Perspectives from B2B Buyers & Sellers

Review the current state of B2B sales and marketing and how these trends are affecting the buyers and sellers across B2B industries. Understand the challenges sales teams are facing and how customer centric marketing, coupled with targeted sales strategies, can contribute to sales acceleration.

D&B tools can shed light on effective account based marketing campaigns, and sales prospect research strategies. These sales acceleration tools are essential to emerging B2B sales approaches.

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The 2017 State of B2B Sales and Marketing

  1. 1. The State of Sales Acceleration Annual Trends & Perspectives from B2B Buyers & Sellers
  2. 2. Engaging buyers in today’s complex B2B environment demands time, effort, and intelligence. Even with unprecedented access to data and analytics, sales and marketing teams appear to be struggling to truly understand how to connect with their audience. As organizations look to accelerate their sales efforts, it’s never been more important for sales and marketing to work collaboratively towards developing customer-centric strategies that move the needle.While some organizations are slowly making progress, others still have a long way to go. In 2017, Dun & Bradstreet surveyed over 300 B2B BUYERS and SELLERS to gain their perspectives.
  3. 3. DATAHAS THE POTENTIAL TO TRANSFORM SALES & MARKETING
  4. 4. of SELLERS believe data helps them understand their customers92%
  5. 5. 67% of BUYERS agree business data should be used to improve how sellers target them
  6. 6. YET…THERE ARE STILL MANY CHALLENGES TO OVERCOME
  7. 7. 57% of SELLERS struggle to understand who their target audience is
  8. 8. 64businesses will move 159new businesses will open their doors 182CEO or Owner changes will occur In the next 60 seconds… THE OF BUSINESS CHANGE IS EXELERATING PACE
  9. 9. 56% of SELLERS believe ensuring data is relevant and complete is a challenge, making it hard to keep up
  10. 10. Average time it takes SELLERS to research each prospect 128 Minutes
  11. 11. 49%of BUYERS believe sales & marketing communications have not improved
  12. 12. B2BBUYING ENVIRONEMNT HAS EVOLVED THE
  13. 13. THE B2B PURCHASING FUNNEL IS NO LONGER LINEAR
  14. 14. B2BIS IN CONTROL MORE THAN THE EVER of SELLERS have been impacted by the changing B2B landscape 92%
  15. 15. TRADITIONAL TACTICS NO LONGERWORK
  16. 16. BUYERS Receive 20 Calls Per Week
  17. 17. of BUYERS are Turned Off By Aggressive SELLERS80%
  18. 18. The sheer quantity of data that can be analyzed and processed in real-time and immediately distributed in tools and applications is clearly transforming the way sales and marketing is being managed. But even as more sales and marketing teams leverage data and analytics to speed up the sales process, the research suggests they're still struggling to truly understand how to connect with their audience. DOWNLOADTHE FULL REPORT to uncover insights and perspectives from B2B SELLERS and BUYERS. www.dnb.com/marketing/media/state-of-sales-acceleration © Dun & Bradstreet, Inc. 2017

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