Unlocking B2B sales success:
Which communication tactics drive real results?
Our new report provides valuable insights into the dynamics of B2B sales by answering questions such as:
- Which communication channels truly impact buying decisions?
- What role do procurement teams play in B2B sales?
- How does the purchasing team size influence procurement processes?
- Are senior marketing leaders less impacted by communication efforts?
This blog serves as a preview of the full report.
Introduction
Our primary research targeted marketers with buying responsibilities and the results reveal the role of procurement teams, the impact of different communication channels, and how company size and seniority influence buying decisions.
The survey included a diverse demographic: 24% CMOs / marketing leaders, 21% marketing team leaders, 27% individual contributors, 15% agency-side, and 13% others, representing small, medium, and large businesses.
For the purpose of analysis, we labelled marketing teams of over 36 people as ‘large’ (roughly 30% of respondents).
The role of procurement in B2B sales
In smaller marketing teams (fewer than 10 people), procurement teams are much more hands-on in the buying process. Often, a brief is provided to a procurement team member, who then identifies and compares potential vendors before returning to the marketing team with a shortlist.
In contrast, and somewhat surprisingly, members of larger marketing teams are more involved in the entire procurement process. In these teams, marketing members are actively engaged in finding and evaluating suppliers.
Unsurprisingly, in all situations, procurement teams are involved in vendor negotiations and contractual work.
It’s clear that B2B buyers also do different types of procurement work depending on their seniority in the marketing team. Individual contributors are primarily involved in identifying vendors, whereas team leaders focus more on comparing suppliers and agreeing statements of work. Executives are broadly involved across all procurement stages, with most approvals taking place at this level.
The importance of communication channels
Social media
LinkedIn clearly stands out as the most critical channel for B2B communications with nearly 90% importance. B2B buyers are most focused on the quality and presentation of LinkedIn content.
Surprisingly, employer review site Glassdoor plays the second most significant role, particularly in larger teams. Clearly, it is important for buyers to know that they are buying from a brand with engaged employees.
YouTube comes in third, with respondents claiming a well organised channel with good quality videos is important.
Other channels often used by B2B brands include Instagram, Twitter/X, TikTok, Facebook and Pinterest. These all have relatively low levels of importance placed on them at under 40% importance.
LinkedIn deep dive
What makes LinkedIn so crucial for B2B buyers? Quality content and a well-organised company page are key. B2B buyers in larger marketing teams place 15% more importance on regular posting and 11% more importance on the number of followers a brand has.
Interestingly, the profiles and content of founders and senior leaders are slightly less critical for larger teams, with a 7% decrease in importance.
To maximise LinkedIn’s potential, focus on delivering valuable, high-quality content regularly. Engage with your audience through meaningful posts that add value, and maintain a visually appealing and up-to-date company page. This approach will naturally boost engagement and followers.
Public and Analyst Relations
While PR coverage and analyst reports are less important than LinkedIn, they remain vital, especially for larger companies. Marketers in larger teams place 7% more importance on PR coverage and 18% more on analyst report presence.
Delivering newsworthy PR that gains coverage, and striving to be included in key analyst reports like the Gartner Magic Quadrant or Forrester Wave can significantly enhance your visibility and credibility. These efforts are highly regarded by buyers, particularly in larger organisations.
The role of customers in B2B sales
Customer advocacy, from simple reviews to detailed case studies, play a crucial role in influencing buying decisions. Generally speaking, the more detailed the information, the more importance buyers place upon it. Personal recommendations and detailed case studies were highlighted as the most important aspects of customer advocacy.
In larger teams, marketers placed more importance on Gartner Peer Insights reviews (14% more than smaller teams) and other B2B review platforms such as G2 and Capterra (13% more). Conversely, word-of-mouth recommendations are 6% less important for larger teams than for smaller teams.
Website and content
Websites and their content play a crucial role in B2B purchasing decisions. By far, the most important aspect is a website that clearly and simply displays the company’s proposition. Of similar importance is a website that is well designed and easy to navigate.
For marketers in larger teams, thought leadership is particularly important, with blogs, insights, and downloadable materials being 9% more valued.
The impact of seniority
Our survey reveals notable differences in how senior marketing leaders view communication channels compared to other marketing professionals.
Senior leaders and CMOs generally place less importance on communications, with a 19% average decrease in perceived importance across all channels. This suggests that, while communication efforts are crucial, senior leaders are less influenced by them in the purchase cycle and focus more on strategic decision-making and overall business impact.
Understanding this gap can help tailor communication strategies to ensure they resonate at all levels within an organisation, particularly with those who ultimately make the final purchasing decisions.
Conclusion and insights
Understanding procurement roles, the impact of communication channels and the influence of seniority can significantly enhance your B2B sales strategy.
Key takeouts:
Enhance your LinkedIn presence:
- Regularly post high-quality, relevant content.
- Maintain a well-presented company page with up-to-date information and engaging posts.
- Ensure the profiles of founders and senior leaders reflect the company’s values and expertise.
Leverage customer stories:
- Develop detailed case studies showcasing successful outcomes.
- Prominently display customer logos and testimonials on your website.
- Nurture your customer base to provide positive reviews on platforms like Gartner Peer Insights, G2, and Capterra.
Optimise your website content for B2B buyers:
- Clearly explain what your company does, why you do it, and how you do it.
- Ensure a well-designed and easy-to-navigate user experience.
- To position your company as an industry leader, include thought leadership content such as blogs, insights, and downloadable white papers.
Engage in effective public and analyst relations:
- Seek opportunities for positive media coverage to highlight your successes and thought leadership.
- Develop a strategy for inclusion in key analyst reports like the Gartner Magic Quadrant or Forrester Wave, which are highly regarded by buyers, especially in larger organisations
- Build and maintain relationships with key industry analysts and media outlets to enhance your brand’s visibility and credibility.
Understand your audience:
- Consider the size of the organisation and the seniority of your audience before aligning your communications.
- Use this report to understand the role that procurement plays in the buying process.
- Focus on communication channels that address the specific needs and processes of your target companies.
Ready to explore these insights further and transform your approach? Download our full report for comprehensive data and actionable strategies to boost your B2B sales success.
