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Debunking the Myths of B2B Selling

Sanjeev JoshiSenior Director, Digital CommerceEMC Corporation

October 17, 2013

2© Copyright 2013 EMC Corporation. All rights reserved.

• 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

Key Trends of B2B IT Customers

3© Copyright 2013 EMC Corporation. All rights reserved.

Typical B2B Marketplace DynamicsProduct &

Offer Complexity

Decision Makers vs. Purchasing

Agents

Multiple Customer Contacts

Pricing Complexity

Contracting Complexity

Fulfillment Complexity

Multiple Routes to

Market

4© Copyright 2013 EMC Corporation. All rights reserved.

EMC’s Start in Digital Commerce

Search Products

Browse Select Product & Options

Submit Price Quote

Request

Click to Chat & Hotline

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Only SMB Customers will Use the Store

Most Traffic/ Leads will be from the US

IT Professionals Do Not Use Social Media

ROW quickly surpassed US for Leads51%

49%

Customers want to speak with EMC Sales before engaging a partner

63%Of US customers chose a

Partner during RFQ checkout

SMB

46%

Enterprise

54% 66,500 People 774 Likes 112 shares 240 links clicked 643 unique

visitor referrals

727 Interactions 330 Likes 404 Links Clicked 700 Unique

visitor referrals

381 unique visitor referrals

Data is Disproving Many Myths

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Qualified Leads Quote through RFQ, Chat2 week moving average for qualified leads

Mar 3

Mar 1

0

Mar 1

7

Mar 2

4

Mar 3

1Apr

7

Apr 1

4

Apr 2

1

Apr 2

8

May 5

May 1

2

May 1

9

May 2

6Ju

n 2

Jun

9

Jun

16

Jun

23

Jun

30Ju

l 7

Jul 1

4

Jul 2

1

Jul 2

8

Aug 4

Aug 1

1

Aug 1

8

Aug 2

5

Sep

1

Sep

80

1,000

2,000

3,000

4,000

5,000

6,000

7,000

0

10

20

30

40

50

60Quiet

LaunchStabilize Run initial .com

CTA experimentsAdj. CTA’s, start

SocialBackup & Recovery Launch

.com CTAs v2

Drive Measurable Sales Impact

Non-EMC unique visitors

Midrange Mega

Launch!