CONTENT MARKETING

McKinsey Research Confirms Omnichannel is the Leading Approach to B2B Sales; Effectiveness Jumps Significantly to 83 Percent

McKinsey | March 14, 2021

Eight in ten B2B decision makers believe omnichannel sales is as or more effective than traditional methods, according to McKinsey & Company's 2021 B2B Pulse survey. Belief in the effectiveness of the new selling model has grown sharply throughout the past year – rising from 54 percent at the start of the pandemic to 83 percent in February 2021. Further, conviction in the ability to acquire net new customers is heightened in certain regions. B2B decision makers in Brazil (74 percent), China (73 percent), and India (68 percent) believe it to be more effective than previous sales models, which compares to those in France (42 percent), the United Kingdom (45 percent), and Germany (46 percent).

The shift to omnichannel accelerated at the onset of the pandemic and has now become the predominant path for B2B sales. As in-person selling became restricted or prohibited, no single type of sales interaction arose as a direct replacement. Instead, buyers prefer a multi-channel mix to any one method on its own, and they chose in-person, remote, and digital self-serve in equal measure. There are regional nuances around the heightened effectiveness for net new customers and upselling strategies. When it came to the ability to support upselling to existing customers, 72 percent of sales representatives in South Korea, 69 percent in Brazil, and 67 percent in China found the model to be more effective than before, compared to their counterparts in Japan (46 percent), Germany (46 percent), and France (39 percent).

Hybrid rep role expected to grow, 85 percent believe it will be the prominent role by 2024 

The drive to omnichannel commerce triggered a restructuring in the sales team. Many moved with admirable speed, adapting processes on the fly in order to respond and adapt alongside their customer base. With omnichannel now established as the new buying norm, 85 percent of B2B organizations expect the hybrid rep to be the most common sales role in their organization in the next three years, compared to just 28 percent of organizations that have hybrid sales roles today. Hybrid sellers represent a combined team of field and inside sellers that sell mostly via video conference and only occasionally visit customers in-person. 

20 percent of buyers willing to spend $500k USD remotely, with remote selling expected to continue

Despite the conventional wisdom that says big-ticket sales require in-person contact, 20 percent of B2B buyers are willing to spend more than $500,000 in a fully remote/digital sales model. And 11 percent would spend more than $1 million. In China, the inclination to spend more than $500,000 on a remote sale jumps to 40 percent.

This enthusiasm for completing big-ticket digital purchases has the propensity to continue, as companies are not expecting in-person selling to continue to be the norm. Most organizations say they will return to in-person selling in 2021, with 90 percent of B2B sellers expecting to hold in-person meetings by the fourth quarter of 2021. However, only 15 percent of organizations expect in-person sales to represent more than 75 percent of their sales interactions. 

CAPEX intent jumps 6 percentage points, with tech and marketing the top spend categories

Plans to increase CAPEX budgets have risen 6 percentage points over the past six months, increasing from 41 percent in August 2020 to 47 percent in February 2021. The intent to invest was more prominent in India (63 percent), China (57 percent), and the United States (52 percent), signaling confidence in long-term growth. Managing OPEX costs was split across the board, with 40 percent intent on decreasing, 19 percent intent on maintaining, and 41 percent on growing budgets over the next five years. The biggest OPEX reductions were forecast in France (60 percent), South Korea (52 percent), and UK (48 percent). The top three product categories where spend is increasing are software and telecoms services at 42 percent, IT hardware at 42 percent, and marketing and advertising at 35 percent.

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CHANNEL PARTNERSHIPS

Ermetic Launches Synergia Global Channel Partner Program

Ermetic | March 08, 2022

Ermetic, a leading cloud infrastructure security company announced the Ermetic Synergia Partner Program for IT service providers, systems integrators, consultants, MSPs/MSSPs and ISVs to deliver turn-key cloud security solutions that span cloud infrastructure entitlement management (CIEM) and cloud security posture management (CSPM) for AWS, Microsoft Azure and Google Cloud Platform environments. The program has experienced early growth and global interest from foundational partners including Trace3, Marcum Technology, Cyberuptive, HI Tech Hui, SolCyber and Tecflair. According to Gartner, the cloud security category is projected to be the fastest growing segment of the global information security and risk management market at a CAGR of 41.2%. The major factors driving the market include the increasing number of sophisticated cyber-attacks on cloud computing systems, and growing need for compliance with various standards, benchmarks and regulations. The Ermetic Cloud Security platform detects and remediates excessive, risky privileges and resource misconfigurations (e.g. databases exposed to the internet) on a continuous basis by analyzing identities and permissions along with the configuration of network, storage and secrets assets. No other security solution reduces the cyber attack surface at scale across single and multi-cloud infrastructures with full stack visibility and control over multi-cloud infrastructure entitlements and configurations. “We are experiencing high demand for our comprehensive identity-first cloud infrastructure security solution and have created a value-driven program to enlist security-oriented partners so we can all capitalize on this market opportunity,” said Shawn Larsen, Head of Channel and Alliances for Ermetic. “We are investing in partners by providing predictable sales incentives, technical resources for joint sales engagements, enablement training to expand partner capabilities and transparent opportunity collaboration to ensure their success.” Ermetic Synergia Partner Program Details The multi-tier Ermetic Synergia Partner Program includes the following elements to enable partners to succeed and capitalize on this fast growing market opportunity: Enables partners to differentiate their offerings via Ermetic’s integrated, lifecycle approach to cloud native application protection (CNAAP) that combines CSPM and CIEM Provides automation to remediate access risks and vulnerabilities, reducing the customer attack surface Partner participation profitability and gamified incentives Access to a Knowledge Base of sales assets, use cases and technical collateral Deal registration to reduce channel conflict and provide opportunity protection Sandbox license to Ermetic’s Cloud Security Platform to demonstrate use cases and capabilities to prospects and customers Marketing support and market development funds for joint programs, events and Go-to Market initiatives Dedicated sales and system engineering support for successful deployments Partner enablement and training resources helping you crawl, walk and run on your own Dedicated Partner Account Team Differentiated partner levels, providing greater value based on engagement and joint opportunities Top Market Opportunities Three of the leading customer use cases that Ermetic channel partners can monetize are: Continuous Cloud Security Risk Assessment & Least Privilege Audit and remediate unnecessary, excessive and risky entitlements, and infrastructure misconfigurations. Perform routine assessment of configurations across cloud environments and audit compliance with leading standards and benchmarks including CIS Benchmark, NIST Cybersecurity Framework, AWS Well-Architected Framework, PCI-DSS, GDPR, HIPAA, SOC2 and more. Deliver Managed Services with an Identity-first Security Approach Deliver new or enhanced SOC 2 certified MSSP or Managed Detection and Response (MDR) capabilities. These include the ability to discover, monitor and manage all human and/or machine identities, assess their policies and permissions for risks/threats, detect anomalies such as sensitive data access, privilege escalation and deletion, and unusual resource access. Zero Trust Access for DevOps Enable clients to execute Zero Trust mandates using auto-generated access policy recommendations for DevOps that optimize security while supporting end user productivity through integration with leading CI/CD tools such as Slack, Jira, ServiceNow, Jenkins, Terraform and more. Implement Just-in-Time (JIT) or Privileged Identity Management (PIM) access which grants an identity only the entitlements it needs to accomplish a specific task and revokes them once the job is complete. Ermetic Partner Testimonials “We are helping clients from all verticals develop a cloud security strategy and implementation plan, because it has become a priority across most enterprises,” said Derek Smith, Director of Strategic Alliances for Trace3’s Cloud Solutions Group. “We see entitlement and configuration management as must-haves for securing the cloud attack surface, which is why we are offering these capabilities with Ermetic to our clients.” “Ermetic has helped our clients drastically improve visibility into their cloud assets in a scalable, non-intrusive way, that supports their development, operations, and governance teams’ needs,” said Jaike Hornreich, CISA, GPEN, GWAPT, CICP, CCSFP, Senior Director of Cybersecurity and Privacy for Marcum Technology. “Public clouds will supersede the datacenter for our customers, representing just one facet of a general trend toward the dissolution of traditional perimeters,” said T David Emerson, CTO of SolCyber. “This trend requires a novel and comprehensive suite of controls around identity, configuration management, and endpoints, which represent the new attack surface. Ermetic provides crucial analysis of these modern infrastructure fixtures which is essential to delivering robust managed security to our customers.” “Our cloud-first customers recognize the threat posed by over privileged identities, excessive entitlements and misconfigurations, but lack the visibility to proactively identify and remediate them, The Ermetic platform is a force multiplier technology that enables us to continuously detect and eliminate cloud security risks across single and multi cloud environments at scale using automation and analytics.” David Phillips, CEO and Founder of Tecflair About Ermetic Ermetic helps prevent breaches by reducing the attack surface of cloud infrastructure and enforcing least privilege at scale in the most complex environments. The Ermetic SaaS platform provides comprehensive cloud security for AWS, Azure and GCP that spans both cloud infrastructure entitlements management (CIEM) and cloud security posture management (CSPM). The company is led by proven technology entrepreneurs whose previous companies have been acquired by Microsoft, Palo Alto Networks and others. Ermetic has received funding from Accel, Forgepoint, Glilot Capital Partners, Norwest Venture Partners, Qumra and Target Global.

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SOCIAL MEDIA MARKETING

REUTERS LAUNCHES REUTERS NEXT: AN AGENDA-SETTING, FOUR-DAY SUMMIT FOR GLOBAL LEADERS

Reuters | November 11, 2020

Reuters today launched one of the biggest and most ambitious leadership summits in the world, bringing together 25,000 executives over four days to hear from leading names in business, finance, politics, tech and media on the most pressing issues of our age. Over four days in January, Reuters Next will deliver agenda-setting discussion around the theme of Rethink, Rebuild, Recover; A New Vision For A Better Tomorrow, with the first speakers named including: European Central Bank president Christine Lagarde; Sandeep Mathrani, CEO WeWork; activist and businessman, Bobi Wine; Kristin Peck, CEO Zoetis; Shan Weijian, Chairman and CEO, PAG Group; and Mike Wirth, Chevron CEO. The virtual summit – which takes place January 11-14, 2021 - will examine topics such as global trade, climate change and sustainability, the fallout from the U.S. election and the impact of Brexit, new work models, press freedom, and economic recovery following the pandemic through a blend of fireside chats, presentations, panel discussions and networking. Led and programmed by newsroom editors, Reuters Next draws on the strength of the world’s biggest news provider – with 2,500 journalists in 200 locations – and its unrivalled ability to provide professionals with both business and general news from every part of the world. As a result, the summit brings together a diverse roster of speakers to examine topics from multiple perspectives, bringing their passion, experience and expertise to find new ways forward. Further preliminary speakers announced include: Dr Reza Baqir, Governor, State Bank Pakistan; Sebastian Thrun, CEO Udacity; Ilarion Merculieff, President, Global Center for Indigenous Leadership and Lifeways; Dr Pandu Riono, Epidemiologist & Senior Staff, University of Indonesia, Faculty of Public Health; Iyinoluwa Aboyeji, Tech Entrepreneur Co-founder, Andela; Neil Roberts, Head of Marine and Aviation, Lloyd's of London Market Association; and Fola Fagbule, Senior Vice President, Africa Finance Corporation. The summit follows the launch of Reuters Professional - a new, unified offer of global news coverage, commentary and industry-leading events to help professionals make smart decisions. Josh London, Head of Reuters Marketing and Reuters Professional, said; “Reuters Next will bring leaders from around the world together in January to discuss how we build a better world. Reuters has a unique, global presence and plays an essential role in providing trusted intelligence for professionals. I am thrilled that we can take that commitment to a new level through a hugely ambitious conference that we hope will set the global agenda for 2021.” Reuters Next is produced by Reuters Events and powered by Reuters award-winning newsroom. Reuters Events was created in October 2020 after Thomson Reuters acquired FC Business Intelligence. It delivers high-end conferences and exhibitions to diverse sectors including energy, insurance, pharmaceuticals, transportation, travel, strategy and technology. Its offerings help senior business professionals stay at the forefront of change through insight sharing and networking with peers. The full agenda and further details can be found on the Reuters Next homepage.

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MARKETING STRATEGY

Stensul is First to Market with an API Integration with Pardot for Email Creation

Stensul | March 03, 2022

Stensul, the platform for collaborative email creation, announced a multifaceted integration with Pardot, Salesforce's marketing automation platform (MAP). This integration - the first of its kind between Pardot and an Email Creation Platform - simplifies and speeds email creation and collaboration dramatically. The Stensul + Pardot integration opens the door for users of Pardot to create and collaborate on emails and email templates directly in our Email Creation Platform and then easily deploy those emails from Pardot. B2B marketing teams will be able to get to market faster and deliver higher performance when using Stensul and Pardot together." Noah Dinkin, Stensul's Founder and CEO "The painstaking back-and-forth in the traditional email creation process is expensive and inefficient. It hasn't changed in decades and holds teams back," Dinkin said. "By making email creation more efficient, teams free up valuable time to focus on strategic work, ultimately delivering better performance. That's why the best teams already use Stensul + Pardot, and this new integration makes their workflow even more efficient." This new integration with Pardot extends Stensul's lead in having the most robust integrations with adjacent tools and platforms, all with the goal of saving valuable time for teams. Create emails and more Beyond creating the design and content of individual emails and Pardot email templates, users can control several email options for Pardot from Stensul. These include support for subject line and envelope settings, such as From Name, Reply-to email, From Address, To Name, To Address and Tracker Domain. Pardot users can also select specific folders to be destinations for the emails and templates they create. Enterprise admins can configure robust guardrails to restrict access and permissions to folders and other settings as desired. Stensul-created emails or templates can easily be associated with a chosen Pardot Campaign, and a list of available campaigns can be pulled from Pardot into Stensul. Further, the Email Type in Pardot, like List Email, Drip Email, One to One Email, or other types, can be selected in Stensul when uploading an email into Pardot. Along with Pardot, Stensul has deep integrations with other Salesforce products, including Marketing Cloud and Slack. Beyond Salesforce, Stensul integrates with Adobe Marketo Engage, Adobe Workfront, Adobe Experience Manager, and Adobe Campaign, Oracle Eloqua and Oracle Responsys, Iterable, Braze, Asana, Wrike, Movable Ink, LiveClicker, Microsoft Teams and Microsoft Outlook, among others. About Stensul The Stensul Email Creation Platform dramatically reduces email creation time - by up to 90% - so teams can better focus on improving email performance. Stensul makes this possible by streamlining the collaboration process and simplifying email creation for all marketers, so they can create high-performing emails that drive stronger results. Top brands that trust Stensul to solve their most demanding email problems include ASICS, BMW, Capital One, CircleCI, Codecademy, Electric, FullStory, Lucidworks, and MURAL, and Yahoo.

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CHANNEL PARTNERSHIPS

Zenlayer Attends 2022 Channel Partners Conference & Expo

Zenlayer | April 01, 2022

The Zenlayer team is looking forward to attending the Spring 2022 Channel Partners Conference & Expo April 11-14 at the Venetian Resort & Expo in Las Vegas. The conference is celebrating its 25th anniversary this year with the theme, “The Best is Yet to Come.” And that is certainly a theme the Zenlayer team can identify with. Co-located with the MSP Summit, Channel Partners Conference & Expo 2022 will bring together the full spectrum of technology channels under one roof, including agents, MSPs, VARs, consultants, integrators, distributors, and suppliers, to build relationships and accelerate business growth. The event has grown into the largest channel event in the technology services community, attracting exclusive attendees who want to connect with new and current suppliers, learn about industry trends, discover innovative solutions, and network with peers. The Zenlayer team is excited to build new partnerships, share their innovative solutions and explore the latest industry trends at the Channel Partners Conference & Expo. The conference provides the opportunity to harness industry insight to further enable channel partners with innovative global cloud, connectivity, and content acceleration solutions in new emerging markets worldwide. It is the Zenlayer team’s mission to facilitate data access for every person and organization in every geography across the globe. Are you a provider that services the fin-tech, SaaS, media and entertainment, manufacturing or healthcare verticals? Or offer edge-related data center and network services in emerging markets? If so, we’d love to meet with you. Book a meeting with the Zenlayer team at the 2022 #CPExpo and discover why, when you partner with Zenlayer, the best is yet to come.

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Spotlight

Are you wondering how to target the right audience on social media — every time? And how to create interesting content for them and engage with them. Then wonder no more!The infographic below, designed by TheWholeBrainGroup, is loaded with easy-to-follow suggestions and tips that will help you create a consistent social media presence on multiple channels (including Facebook, Twitter, Pinterest, LinkeIn, GooglePlus, YouTube and SlideShare).

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