Building B2B bonds | Bernie Borges | Engati CX
In this episode of Engati CX, Bernie Borges joins us to talk about online sales and building B2B bonds.
Bernie is a co-founder and the Chief Customer Officer of Vengreso. He is also the host of the Modern Marketing Engine podcast and the author of Marketing 2.0, one of the first 50 books written on social media strategy.
Borges is recognized by TopRank as a Top 50 Content Marketing Influencer, by Onalytica as a Top 100 Artificial Intelligence Influencer, as well as a Marketing Insider Group Top 60 Marketing Speaker.
Bernie even is a regular contributor to Social Media Today and Business 2 Community.
Building B2B bonds — a video with Bernie Borges
Online sales and building B2B bonds
This section will have a summary of our interview with Bernie. But if you like to listen to the entire interview, we have embedded our Spotify podcast below this section.
How is content marketing different for B2B as compared to B2C? What should one keep in mind for B2B?
Bernie is a B2B sales expert and believes that when it comes to B2B sales, you really need to nurture your customer. Right now, everyone is working remotely. So, content needs to be a valuable and educative resource for the customers.
With B2C sales, content can be more entertaining, it can involve humour. It’s more in the moment. It’s all about the ‘now’.
With B2B. It's all about educating, delivering value, establishing trust and credibility, and breaking through all the noise that the buyer is dealing with. It has to be relevant, useful and educative.
What are your thoughts on inbound vs outbound marketing? How big of a role does an omnichannel plan in marketing?
Inbound Marketing is important because you need to be discovered by people searching online. It’s anchored in good, relevant and SEO friendly content.
Now we’re looking at omnichannel marketing. So, if you download something from a website, you may get an email for it. Over time, you may unsubscribe from the email list, but, if they got you to subscribe to their YouTube channel or follow them on Twitter, LinkedIn or Instagram, you’re still going to have them on your radar.
It’s not limited to social media. It can involve text messages. It can involve chatbots. The idea is that, wherever you are most active, that’s where we will try to engage with you.
How will sales transform with the COVID crisis? What role will tech and AI play?
Sales has transformed dramatically during the COVID crisis.
The seller and the buyer are both at home. The seller needs to realize that the buyers are under a different set of circumstances than they normally would be. They may be juggling kids’ schedules or pets. They may be working in a home-office that isn't optimal.
They need to be understanding and sensitive.
Bernie advocates using video messaging. It’s not the same as a video call, where both parties agree to get on a call at the same time. Video messaging allows you to deliver a personalized message, without inconveniencing the buyer. It’s an effective way to break through the noise.
Sales people need to learn how to be better at virtual sales.
The buyer is a modern buyer, so you need to be a modern seller
Improve online sales
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Building B2B bonds and becoming a modern seller — a Spotify podcast with Bernie Borges
We hope this helps you improve your B2B sales. Engati CX will be back with a new expert in a new episode soon. Stay tuned.
Find Bernie Borges
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Now that you’ve learned about building B2B bonds, check out our interview with John Andrews on mobile marketing.
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