Sales Engineers !



A secret to your success is how well you treat your Sales Engineers...

This is a summary of a poll of martech (marketing technology) buying experiences ... but this is relevant to tech categories.

Vendors should focus on providing less but higher-quality engagement, emphasizing educational content, transparent pricing, easy demo access, and technical expertise through sales engineers, rather than aggressive sales tactics or excessive communication.


Key Findings on Buyer Resources:
  1. Word-of-mouth recommendations from peers are the most helpful resource (80.9% found them helpful/very helpful)
  2. Industry expert content (articles/blogs/podcasts/talks) ranked second (74.3%)
  3. Vendor demos (60.9%) and sales engineers (56.2%) were viewed positively
  4. Vendor sales representatives were rated as least helpful (19.1%) and least trusted (46.7%)
  5. Ecosystem marketplaces were surprisingly underutilized, with 21% of respondents rarely using them

Major Buyer Annoyances:

  • Difficulty accessing demos and pricing information
  • Excessive email communication from vendors
  • Intrusive chat pop-ups on vendor websites
  • Sales representatives who don't listen to specific needs
  • Misleading information about product functionality

What Buyers Appreciate:

  1. Genuinely educational content without sales pitch
  2. Transparent pricing
  3. Clear information about product integrations
  4. ROI use cases
  5. Access to sales engineers and solution architects

AI Impact:

  • 44.2% of buyers believe AI-personalized emails would worsen their buying experience
  • There's concern about AI potentially increasing unwanted vendor communications


More from Mr. Brinker (Thanks Scott!):

https://www.linkedin.com/posts/sjbrinker_martech-activity-7240819969771343873-2b58


Contact me to discuss your options for growth...



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