Building Impactful Digital B2B Relationships with TikTok Niv Shaked, Head of Indirect Sales @ TikTok

SaaStr Europa 2024

2. Build Digital B2B Relationships
with Impact
Niv Shaked
Head of Indirect Sales
TikTok

3. By the time B2B buyers make
their first contact with a sales
representative,
they have already
progressed 71%
of the way through the
process.
Source: B2B Buyers Survey Report
%
71
If you’re reaching out, you’re too late

4. New Era of B2B
marketing

5. The business world has entered
A new era of Democratization.
6-10
Average buying committee
size for B2B solution
More
Stakeholders
More
Influences
21
Average number of influences
on stakeholders during
consideration process
Source: 1. Gander, Future of B2B Buying Journey Report, 2019; 2. Foundry, Role & Influence of the Technology Decision-Maker Study, Jan 2022; 3. McKinsey, The new B2B growth equation, Feb 2022

6. The business world has entered
A new era of Democratization.
6-10
Average buying committee
size for B2B solution
More
Stakeholders
More
Influences
More
Access
21
Average number of influences
on stakeholders during
consideration process
10+
Number of channels B2B buyers
use during decision journey
Source: 1. Gander, Future of B2B Buying Journey Report, 2019; 2. Foundry, Role & Influence of the Technology Decision-Maker Study, Jan 2022; 3. McKinsey, The new B2B growth equation, Feb 2022

7. And in the age of information
A new type of B2B buyer has emerged.
More
Access
10+
Number of channels
B2B buyers use during
decision journey
Source: McKinsey, The new B2B growth equation, Feb 2022
Business decision makers are more informed
and self-reliant than ever before
Of Millennial B2B buyers prefer seller-free sales
experience
44%

8. B2B buyers’
journeys
start online
%
72
Source: (1) TrustRadius, The 2021 B2B Buying Disconnect, Nov 2021.

9. Source: (1) TrustRadius, The 2021 B2B Buying Disconnect, Nov 2021.
%

10. How do I make the
same impact?

11. Video is the new
B2B Word-of-mouth

12. prefer video over written
content when learning
how to use a product or
service
81%
say video is the best
content format for
creating awareness of
business problems
70%
say video plays
important role in moving
forward with a purchase
95%
Source: Brightcove, The Power of Video in the B2B Buyer’s Journey, April 2022
Video delivers the greatest
Impact for B2B buyers

13. Why would they
listen to me?

14. Join the conversation, lead with value
Human
Behavior
Brand
Authenticity
Human
Behavior

15. Join the conversation, lead with value
Human
Behavior
Brand
Authenticity
Human
Behavior

16. Join the conversation, lead with value
Human
Behavior
Brand
Authenticity
Human
Behavior
Entertainment
value

17. Join the conversation, lead with value
Human
Behavior
Brand
Authenticity
Human
Behavior
Existing
Conversation
Entertainment
value

18. Join the conversation, lead with value
Human
Behavior
Impactful
Entertainment
Brand
Authenticity
Human
Behavior
Existing
Conversation
Entertainment
value

19. Human
Behavior
Impactful
Entertainment
Brand
Authenticity
Human
Behavior
Existing
Conversation
Entertainment
value

20. Thank You!