Forrester reports that 40% of CMOs say increasing their tech savvy is their top 2012 goal. Driving the trend: sales mobility. As complex product companies look to build sales opportunities they're using mobile platforms (iPads and Smartphones) to demo products anywhere, anytime. But the question is, who's developing the dynamic content that's exciting prospects and accelerating sales?
This white paper will discuss how mobile marketing tools can...
Allow access to virtual products for sales presentations anywhere, anytime, at a moment's notice
Provide consistent product demonstrations on mobile sales presentation tools like iPads, iPhones and laptops
Quickly engage prospects in the buying process while increasing knowledge retention
Convey core differentiation without a physical product present
Personalize experiences to put the customer in the "driver's seat"
Marketing the Idea of Sales Mobility
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Mobile Devices Help to-face engagements with buyers are more important then ever. According to Marketing Teams a recent independent study*, more than Accelerate Sales 40% of all prospects become new custom-
Compelling, Engaging and ers through face-to-face encounters, and
Effective Content On-The-Go successful companies reap $12.50 for ev-ery $1.00 they invest in business travel.The term 'road warrior' has taken on a whole new meaning. It now means more than criss- Even when face-to-face with a customer, crossing the country to keep current with cus- the road warrior won't necessarily always tomers - it's about bringing home the deal. prevail, which is why B2B marketers struggle Companies continue to up the competitive to provide sales professionals with tools ante, while globally dispersed sales channels that make a tangible difference in selling make for an even more fragmented selling situations. With customers now using the environment. Fortunately, sales teams now Internet as a tool for their own information-empowered by new technologies reach cus- gathering, it's increasingly necessary for tomers in novel, formerly unimaginable ways. marketers to provide their sales organiza-Armed with smart electronic devices, sales tions with more engaging, persuasive sales teams cannot only conduct business anytime, solutions. The challenge is to deliver market-anywhere, they're also able to leverage these ing tools that result in innovative customer devices to showcase products and solutions interactions, unlike traditional tools, such as 11directly to prospects - and they're using slide presentations, videos and brochures. 10 .this technological capability to close deals. 32Enter the iPadŽ, fast becoming THE game- 8 .8The extreme mobility and flexibility that changing technology. Telecommunications, 79 electronic devices afford enhances the consumer electronics, industrial machinery . msales team's ability to stay connected with and medical device manufacturers are turn- oc.the home office and with the customer. ing to sleek, fast tablets such as the iPad noaToday's technology also affords more ad- to help sales teams engage with custom- k.wvanced dynamic marketing tools for sales ers. According to a December 2010 Wall ww teams on the road. As we all know, face- Street Journal article about the prolifera-
* http://www.salesandmarketing.com/article/value-face-face-marketing-virtual-age3
tion of the iPad in Medical Device sales teams, tions portfolios. This puts the customer in the The iPad enables "Tablet computers offer new ways to display "driver's seat," which then results in an extremely product information . and help eliminate customer-specific experience, rather than one in use of interactive time wasted on issues that don't drive sales, which the customer is a passive audience member.according to companies. Their quick start-up content as the times mean the salesmen can jump into their Traditionally, marketing has had no alternative but
presentations before doctors lose interest." to provide field sales teams with piles of presenta- primary engagement tion collateral to support the solution selling pro-In B2B selling, the iPad's success isn't only based cess. All of this collateral, presented in a variety vehicle between a on its portability. As products are becoming more of formats, dilutes the central message, and the complex, companies are becoming less effective sales organization customer has no clear way to see how the solution at conveying core differentiation and benefits works. What's missing is an integrated platform and the customer.messaging. Experts in behavioral psychology that crisply delivers a sophisticated solution have provided definitive research proving that the while clearly communicating strategic messag-more engaged a customer is in the sales process - ing, product and solution overviews, and detailed directly interacting in the delivery of the message information surrounding features and benefits.- the better informed they will be, and the more likely they are to make a good buying decision. An interactive device such as the iPad - is only Rather than "tell" them what products do, devices one piece of the message delivery puzzle. The such as the iPad "show" them through hands-on, sales team must also have dynami... [download for more]
