Biggest Skills Gaps in B2B Marketing and Sales Revealed

A recent industry survey has identified significant skills gaps in the B2B marketing and sales sector, highlighting the urgent need for improvement in key areas.

For the second consecutive year, a lack of data and analytics skills tops the list, with nearly a third (29.6%) of B2B businesses reporting this deficiency.

Data analysis skills remain in high demand, with government figures showing a significant shortage of individuals with data competency in the UK. Nearly half (46%) of businesses are struggling to recruit for data roles, emphasising the critical need for skilled professionals in this area.

Essential Skills for Successful Salespeople

Content and copywriting skills are also notably lacking, with 21.5% of B2B marketing teams identifying a gap in this area. Copywriting is an essential skill integrated into nearly every aspect of the marketing process, from concept to execution and analysis, making it vital for effective marketing strategies.

The survey reveals that just under one in five (18.4%) B2B marketing teams lack social media skills. Social media marketing is crucial for reaching new audiences and fostering loyalty and trust among existing clients. Effective social media strategies are essential for engaging potential customers and maintaining a strong online presence.

Steve Harlow, Chief Sales Officer at Sopro, outlines the critical skills every successful salesperson should have and how to implement them effectively.

Social prospecting is a strategic tool that allows sellers to establish connections and relationships with potential customers using social networks. Key steps to get started include:

• Identifying prospects on social networks by finding relevant keywords or phrases for your business or sector.
• Using content to engage social prospects, attracting, engaging, and converting them.
• Contacting social prospects directly through social networks or using a data or prospecting expert firm.
• Using social media groups to find new customers by researching the platforms prospective customers use and engaging with them.

Buyer Research, Storytelling, Product Knowledge, Adaptability

Effective selling begins with understanding the buyer, which goes beyond knowing who the customer is. Creating an ideal customer profile (ICP) is essential for this process. An ICP describes an imaginary company that would be the perfect client, defined using quantitative and qualitative data rather than imagination. Reviewing current customers and identifying who generates the most value can help start this process.

Storytelling in sales involves crafting an engaging narrative that appeals to potential customers. A strong sales pitch should begin with a problem that needs solving, focusing on change, whether in the industry, business, skills, or technology. The pitch should then introduce the product or service as the hero behind the change, painting a picture of the improved state post-change.

Extensive product knowledge allows salespeople to accurately portray the advantages of their product to potential customers, handle customer requests, and address concerns. Monitoring consumer feedback and utilising resources such as knowledge-based articles and product training videos can help expand understanding and gain firsthand knowledge about customer interactions with the product or service.

Adaptability is crucial for salespeople to adjust to the ever-changing landscape of the sales industry. Salespeople need to experiment with new tactics and resources to determine what works best, staying informed about market prices, sales techniques, and engagement methods. The most skilled salespeople are aware of new challenges and trends in the constantly evolving industry.