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Marketers need better training, preparation for virtual environment

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Microsoft defined a category.

According to a recent study from Corporate Visions, B2B marketers have not yet perfected the art of completing sales over virtual environments such as the internet.

For instance, respondents were asked to rate on a one to five scale how well prepared they were for delivering "compelling conversations in a virtual environment," presumably in order to obtain leads. Only 13 percent rated themselves as a "five," or readily equipped with available tools. Twenty-percent went with either a one or a two, meaning they basically had no tools at all.

"The results of this quarter's survey reveal the critical need to provide better content and capabilities for communicating in virtual environments, especially over the web," said Tim Riesterer, chief strategy and marketing officer of Corporate Visions.

In terms of training, only 9 percent said they had relevant training in virtual communication on websites such as LinkedIn. This, despite a recent Pardot study that found more than 32 percent of B2B marketers felt LinkedIn to be the most effective platform for generating leads. Without proper knowledge of how to utilize the site, it's simply a wasted resource.

"By arming these teams with the right combination of messages, tools and skills, marketers and salespeople will be able to effectively deliver relevant and differentiated conversations," Riesterer adds.

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