The B2B buying disconnect — Melissa Kwan // eWebinar

Most B2B go-to-market teams struggle to make the right move for the right moment during the buyers' journey. There's a significant disconnect between how sellers don't want to give information and how buyers want all the information upfront. Do you want to increase the quality of your leads and cut top-of-funnel costs and waste? Listen to Melissa Kwan, Co-founder, and CEO of eWebinar, as she discusses the b2b buying disconnect.
About the speaker

Melissa Kwan

eWebinar

 - eWebinar

Melissa Kwan is Co-founder and CEO at eWebinar

Show Notes

  • 02:16
    The disconnect between B2B selling and buyers
    There's a significant disconnect between how sellers don't want to give information and how buyers want all the information upfront. It opens up an opportunity for companies to offer their customer information transparency and win.
  • 03:59
    Whats causing the atrophy of the sales approach?
    For a long time, companies, especially larger companies, have valued the quantity of leads over the quality of leads. And theres fear of competitors.
  • 06:24
    Recognizing your transparency challenge and how to beat it
    If you have a lot of people that dont show up for their demos, are requesting a video instead or are asking about price from your request form, you may have an information transparency problem. Theres more.
  • 09:01
    Why you need transparency in your sales process
    The world is so consumer-driven that being transparent becomes a part of your brand. It is giving your customers the consumer buying experience they long for.
  • 13:10
    Optimize your cost
    Theres a recession in the B2B SaaS space. To weather the storm your team should be optimized for their best use and you shouldnt hire a person to do what a software can.
  • 14:57
    The part of the B2B SaaS sales funnel with the most inefficiencies
    Top of funnel. They are the earliest in their journey, they dont show up and they take the most time. At this point theyre just doing some research and dont want to talk to a sales person. But if you make it that they have to, youll be wasting your teams time and taking their focus away from someone else further down the funnel.

Quotes

  • "The disconnect I see daily on most SaaS websites is that we want to gate our information. We don't want to give our buyers or prospects anything unless they fill in a form or make a request. We hide our pricing, which, you know, SaaS companies love to do. But if you flip that around, and we are the buyer, we want all the information upfront."- Melissa Kwan

  • "For a long time, companies, especially larger companies, have valued the quantity of leads over the quality of leads. There's a lot of fear around what if people know what I'm charging? What if my competitors know what my features are and what if they're trying to copy me?" - Melissa Kwan

  • "If you have a lot of people that don't show up for their demos, if you have people saying, 'hey, I don't want to book a demo, send me a video; that's another excellent indication of lack of transparency in your sales process. Also, if people are emailing you or going in the request form and just saying, how much is this? It means people want to do their research, or some are out there doing their research, and you're not giving them the information they want." - Melissa Kwan

  • "It's essential to recognize why we need transparency. It's more than just putting all our information out there and it's because today's world is so consumer-driven, and that becomes part of your brand. So why do I believe in transparency, and why should we close the information gap between sellers and buyers? Your brand depends on people's experience with you." - Melissa Kwan

  • "It's deciding where the buying intent is high, where it makes sense to gate, and where it doesn't like anything that you want to be highly shareable is probably not something that you want to put, you know, a wall in between." - Melissa Kwan

About the speaker

Melissa Kwan

eWebinar

 - eWebinar

Melissa Kwan is Co-founder and CEO at eWebinar

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