The 2022 Momentum ITSMA Customer Buying Index (CBX) – Wave 2
'Forging a Clear Path for Growth' outlines all of the findings survey and offers recommendations for solution providers and B2B marketers who seek to drive sustained growth.
Article
ABM
Robert Hollier
November 29, 2022
The truth is, nobody really likes a sales pitch. But what is a B2B marketer supposed to do when their whole job description is to lead people to buy what their company offers?
Six out of ten B2B buyers say a sales pitch would cause them to abandon content they started to explore. I was frankly surprised at how low this number is – I thought it would be 110%!
The truth is, nobody really likes a sales pitch. But what is a B2B marketer supposed to do when their whole job description is to lead people to buy what their company offers?
Ditch the pitch and lead with consulting.
Data from the Momentum ITSMA CBX® survey indicates two key facets of large enterprise buyers today:
In short, your accounts are looking for less selling and more of a consulting approach. It’s a “we’re in this with you,” not a “we’re doing this to you” approach – creating a feeling of empathy and understanding while the customer retains agency over decisions.
Top ways an account reps add value
Source: CBX®, wave 1 2022
Buyers want help understanding what good looks like. Ideally, they’d like a point of view that is different from everything else they are hearing. They would like your account rep to be the conduit to subject matter experts and reference case studies.
Sales cannot always do this on their own. They will need help with marketing to ensure they are well-positioned to respond to these sorts of expectations.
Not all salespeople will feel confident here. They are often used to talking to technical decision-makers but less comfortable engaging business stakeholders. Part of marketing’s remit here is to enable sales and boost confidence.
Back to our original question: What can account-based marketers do? Start by:
This is just one step from our publication, Prospering in an Age of Volatility, Ten recommendations for your ABM program in 2023. The full document is available as part of membership in Growth Hub, a community that empowers account-centric teams to drive productivity and effectiveness. To find out if your company is a member or to inquire about membership, contact luisa.jones@momentumitsma.com.