Does the buyer’s toolkit mean friction for sellers?– Camela Thompson // CaliberMind

SaaS buyers hide behind applications to avoid aggressive marketing from sellers and make informed buying decisions. Are these applications creating friction in the selling process? How should sellers adapt to these changes and position their products to ride the coming wave? In this conversation, Camela Thompson, the GVP of Marketings at CaliberMind, discusses how the buyers' toolkit could create friction for sellers, what sellers can do to remove the roadblocks, and leverage the buyers' toolkit to fast-track sales.
About the speaker

Camela Thompson

CaliberMind

 - CaliberMind

Camela Thompson is VP of Marketing at CaliberMind

Show Notes

  • 03:07
    SaaS buyers now have more informationand its not good news for sellers
    Salespeople are encountering people who have much more information than they ever have before.
  • 04:09
    Is the buyers toolkit increasing or reducing friction in the selling process?
    The buyers toolkit can create friction if marketing leaders ignore it. For instance, a buyer requesting a demo does not need to be returned to the discovery call level. If they do, thatll introduce friction into the selling process.
  • 07:03
    The buyers toolkit is on its way to making a significant dent in the selling process. How should sellers prepare?
    The only way you have any hope of influencing this situation is by joining.
  • 08:53
    A chance to compete on the same pedestal
    Buyers are hiding behind a set of applications to avoid aggressive marketing from SaaS marketers and to make informed buying decisions. For the seller, its an opportunity to embrace competition and improve your products.

Quotes

  • “Salespeople are encountering people who have much more information than they ever have before. Some of it is not entirely accurate and opinion-based, and some are based on reality and what people are experiencing.” - Camela Thompson

  • "The buyers' toolkit can create friction if marketing leaders ignore it. And what I mean by that is, let's say you have a chatbot on your website, and somebody's coming in wanting a demo because they've already done their research. If you're passing them to a BDR instead of directly to somebody who can interact with them on the level they're looking for, you're introducing friction." - Camela Thompson

  • "When responding to the buyers' toolkit, take every opportunity to help drive the message further. Trying to hide the message and create interest and intrigue is no longer how people want to do things." - Camela Thompson

  • "Look at Amazon and their success. A lot of that is due to crowdsourced reviews, not having to interface with the actual vendor, and having a lot of questions answered before they even consider purchasing the product. This is the way of the future, and we might as well embrace it." - Camela Thompson

About the speaker

Camela Thompson

CaliberMind

 - CaliberMind

Camela Thompson is VP of Marketing at CaliberMind

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