It’s time to put the customer back in control of the Sales engagement process which is often not the case in a traditional B2B Customer/Sales relationship. Contrary to popular belief, B2B customers, like most consumers, prefer to research products online prior to purchasing. High Tech enterprise products are relatively complex and customers struggle to get quality content that is tailored to their purchasing needs. With the recent launch of the online EMC Store, the company has experienced tremendous success in less than six months using simple, inbound marketing techniques. Join Sanjeev Joshi, Senior Director of Digital Commerce at EMC, as he shares how companies can use inbound marketing to make a meaningful impact on the sales pipeline while keeping customers in the driver’s seat.

1. Debunking the Myths of B2B Selling
Sanjeev Joshi
Senior Director, Digital Commerce
EMC Corporation
October 17, 2013
© Copyright 2013 EMC Corporation. All rights reserved.
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2. Key Trends of B2B IT Customers
• More than 60% of
customer buying decisions are
completed before meeting a
sales rep
• Online interactions help
drive buying decisions
• Generalists and specialists
search differently and want
different types of offers
• Customers and partners want
easier ways to buy
© Copyright 2013 EMC Corporation. All rights reserved.
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3. Typical B2B Marketplace Dynamics
Product &
Offer
Complexity
Multiple
Routes to
Market
Decision
Makers vs.
Purchasing
Agents
Multiple
Customer
Contacts
Fulfillment
Complexity
Contracting
Complexity
© Copyright 2013 EMC Corporation. All rights reserved.
Pricing
Complexity
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4. EMC’s Start in Digital Commerce
Browse
Search
Products
Select
Product &
Options
Submit
Price Quote
Request
Click to Chat
& Hotline
© Copyright 2013 EMC Corporation. All rights reserved.
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5. Data is Disproving Many Myths
Only SMB Customers will Use the Store
Enterprise
54%
SMB
46%
Customers want to speak with EMC
Sales before engaging a partner
63%
Of US customers chose a
Partner during RFQ checkout
© Copyright 2013 EMC Corporation. All rights reserved.
IT Professionals Do Not Use Social Media
 66,500 People
 774 Likes
 112 shares
 240 links clicked
 643 unique
visitor referrals
 381 unique
visitor
referrals
 727 Interactions
 330 Likes
 404 Links Clicked
 700 Unique
visitor referrals
Most Traffic/ Leads will be from the US
49%
51%
ROW quickly surpassed US for Leads
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6. Drive Measurable Sales Impact
000
000
Quiet
Launch
Stabilize
Run initial .com Adj. CTA’s, start
CTA experiments
Social
000
Backup &
Recovery
Launch
.com
CTAs v2
Midrange
Mega
Launch! 60
50
40
000
30
000
20
000
10
000
0
0
Mar Mar Mar Mar Mar Apr Apr Apr Apr May May May May Jun Jun Jun Jun Jun Jul Jul Jul Jul Aug Aug Aug Aug Sep Sep
3 10 17 24 31 7 14 21 28 5 12 19 26 2
9 16 23 30 7 14 21 28 4 11 18 25 1
8
Non-EMC unique visitors
Qualified Leads Quote through RFQ, Chat
2 week moving average for qualified leads
© Copyright 2013 EMC Corporation. All rights reserved.
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