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The State Of Digitized Selling: Stop Testing The Waters And Go All In

April 14, 2020

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  • Presented by Mary Shea, PhD


As B2B buyers' expectations increase at a breakneck pace, selling organizations that maintain siloed human and digital routes that are disruptive to preferred buying motions risk alienating buyers and limiting their own success. As a result of these tectonic changes, B2B marketing and sales leaders face the mounting predicament of ensuring that their sellers meet and exceed sales targets while fulfilling the expectations of independent and digitally oriented buyers. The solution lies in arming sellers with modern tools, training, and strategies to better align selling and buying motions.

In this virtual session, Forrester principal analyst Mary Shea shares findings from her most recent research and discusses evolving business buyer preferences along their purchase path, where B2B firms are on their journey to delivering these experiences, and the benefits of digitally immersive selling.

Key takeaways:

  • B2B buyers don’t care how your internal sales routes are organized.
  • B2B buyers want connected cross-channel experiences along their purchase paths.
  • Digitally disadvantaged sellers will be unable to keep up with B2B buyers.
  • Digitally immersive selling benefits all constituents.

Target audience level: intermediate and advanced

Vendors mentioned: Brainshark, Ecosystems, Highspot, and vablet

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