With the digital age making a broader range of services readily available to customers, B2B sales are more competitive than ever. The digital era has transformed the way businesses work and this is especially true for the role of salesperson, where we have seen a huge shift in how businesses connect with their customers.
So what makes a good salesperson in 2024? And what skills should they have to generate successful leads and boost their results?
To gain an understanding of what the biggest skills gaps are in B2B marketing and sales, the experts at Sopro have delved into Marketing Week’s Career & Salary Survey and offered their tips.
What are the biggest skills gaps in the B2B marketing and sales industry?
| Skills Gap | % of marketers who identified it as a skills gap in their business |
| Data and analytics skills | 29.6% |
| Content and copywriting skills | 21.5% |
| Social media | 18.4% |
| Performance marketing skills | 16.2% |
| E-commerce skills | 13.3% |
- Data and analytics skills
The industry survey identified that for the second year in a row, a lack of data and analytics skills is the biggest gap in marketing teams, with a third (29.6%) of B2B businesses reporting this issue.
Professionals with data analysis skills are in high demand. Government figures revealed a shortage of individuals with data competency in the UK, with nearly half (46%) of businesses struggling to recruit for data roles.
- Content and copywriting skills
21.5% of B2B marketing teams in 2024 stated that there was a skills gap in content and copywriting. Copywriting is a vital skill in any marketer’s portfolio because it is integrated into nearly every aspect of the marketing process. Copywriting is essential at every stage, from concept to execution and analysis.
- Social media
According to the survey, just under one in five (18.4%) of B2B marketing teams are lacking social media skills. Social media marketing is essential for a number of reasons, including reaching new audiences and fostering loyalty and trust among existing clients.
How are businesses bridging the skills gaps in marketing and sales?
According to the latest figures, nearly half of marketing teams have faced tighter budgets in the last year. Despite this, the top solution to closing the skills gap is to hire external talent (43.7%), while a further third (31.7%) said they are employing consultancies and freelancers.
However, not every business will be in the financial position to hire external staff with ongoing budget constraints at play. Taking on and training new employees is a lengthy and costly process that takes time and resources. Likewise, freelancers and consultancies can be a costly investment.
A more realistic and effective solution being taken up by more than a third (34.1%) of marketing teams is upskilling their existing staff. Upskilling your workforce can save on recruitment expenses, while also enabling existing team members to progress and propel the business forward.
The most undervalued B2B sales skills
| Skill | % of marketers who identified it as an undervalued skill |
| Marketing strategy | 52.4% |
| Brand management | 43% |
| Data analysis | 33.4% |
Marketing strategy: The Marketing Week survey reported that marketing strategy is the most undervalued B2B sales skill, according to more than half (52.4%) of B2B businesses. A tight marketing strategy helps keep the business in tune with your target market and produce products or services appropriate for them.
Brand management: B2B marketers believe that brand management is the second most undervalued skill (43%). Effective brand management ensures that a brand is positively and consistently setting itself apart from competitors and creating long-term connections with customers.
Data analysis: More than a third (33.4%) of B2B marketers indicate that data analysis is another top undervalued skill. Understanding data analysis is crucial for marketers as it offers valuable insight into the needs and behaviours of their target audience and informs marketing strategies.
The most overrated B2B sales skills
| Skill | % of marketers who identified it as an overrated skill |
| Social media | 22.4% |
| Advertising and marketing technology | 14.6% |
| Performance marketing | 14.1% |
Social media: Despite being identified as one of the key skills gaps in the industry, more than a fifth (22.4%) of surveyed B2B businesses said that social media is the most overrated marketing skill. While social media is a great tool for expanding brand awareness and reaching new customers, it can sometimes overshadow and lead to the neglect of other, effective marketing methods.
Advertising and marketing technology: The use of advertising and marketing technology is another overrated B2B marketing skill (14.6%). In an increasingly digital world it can be difficult to stand out from the crowd and attract attention with this tactic, among the flurry of advertisements targeted at online shoppers.
Performance marketing: The third most overrated marketing skill according to B2B businesses is performance marketing (14.1%). In the digital age, performance marketing has grown in popularity by offering quick, easily measurable results. However, the strategy can create problems for businesses by being a short-term solution with little lasting impact.
Steve Harlow, Chief Sales Officer at Sopro, comments on the skills every successful salesperson should have and how to implement them:
A good salesperson must be equipped with the necessary knowledge and tools to be productive. There are various skills a salesperson needs and different tactics they can adopt to engage with customers effectively and drive sales. Here are some of the most important ones:
Social prospecting: Using social networks as a strategic tool, social prospecting allows sellers to establish connections and relationships with potential customers. A salesperson can increase their credibility and build strong relationships with customers by utilising social prospecting and virtual selling.
There are several ways you can get started with social prospecting, including:
- Identify prospects on social networks: Finding relevant keywords or phrases for your business or sector is the first step, as these are the terms consumers will use to find your goods or services.
- Use content to engage social prospects on social networks: The content you share can attract, engage and help convert prospects.
- Contact social prospects: It can take time to find the personal contact information for social contacts. So, salespeople can either use the social network to approach people directly or bring in a data or prospecting expert firm.
- Use groups to find prospects: Social media groups are a great way to find new customers. Research the social media platforms that your prospective customers are using, sign up for them, and start engaging.
Buyer Research: A key skill for every salesperson is buyer research. Effective selling starts with understanding the buyer, but this goes beyond simply knowing who the customer is. One of the best ways to conduct buyer 
research is by creating an ideal customer profile (ICP).
An ICP is a description of an imaginary company that would make your perfect client. You should define your ideal consumer profile using quantitative and qualitative data rather than active imagination. The best way to start is to look at your current customers and see who generates the most value.
Storytelling: Storytelling in the sales industry encompasses more than recounting an experience. It involves crafting an engaging story that appeals to potential customers. Telling a story makes features and benefits come to life and puts them in a relatable context for customers. Gaining storytelling skills in sales can turn a standard proposal into an engaging story that draws in and closes a sale.
Here is how you can sell a story in a sales presentation:
- Kick-off with a problem: A strong sales pitch should begin with a problem that needs to be solved. The main focus of your pitch should be change – whether it be to their industry, business, skills, or the technology they use.
- Throw in the solution: Next, you need to paint a picture of what life could look like after change happens and introduce your product or service as the hero behind change.
Product Knowledge: You can accurately portray the advantages of your product to potential customers when you have extensive knowledge of it. You’re also more equipped to handle requests from customers and address concerns raised in the sales process.
By regularly monitoring consumer feedback, you can expand your understanding and gain firsthand knowledge about how customers interact with the product or service. You can also utilise resources such as knowledge-based articles and product training videos.
Adaptability: A salesperson must be able to adjust to the ever-changing landscape of the sales industry, get out of their comfort zone and experiment with new tactics and resources to determine what works best. A salesperson is never done learning, whether it’s about market prices, sales techniques, or engagement methods. The most skilled salespeople are aware of the new challenges and trends in a constantly evolving industry.”