Challenging Your Prospects From "Do Nothing" to Yes

•

0 gefällt mir•268 views

Tom Pisello is the CEO and founder of Alinean, which creates value-based interactive content marketing campaigns and diagnostic sales tools. He discussed how the status quo leads many prospects to do nothing, and how interactive tools can help challenge prospects from inaction to taking action. These tools provide personalized, quantitative and qualitative insights to justify changes by appealing to both the old brain through visuals and the new brain through logic. They aim to move prospects from simply researching options to actually winning business by providing third party proof points and helping prospects overcome barriers to making decisions.

Business Karriere

Tom Pisello
CEO & Founder
The ROI Guy

Twitter: @tpisello
@AlineanROI

Challenging Your Prospects from
“Do Nothing” to Yes

Today’s Speaker

Tom Pisello
CEO & Founder of Alinean
The ROI Guy

Who’s Who in B2B Demand Generation
Serial entrepreneur
Ex-Gartner Managing VP

Creating value-based interactive content marketing
campaigns and diagnostic sales tools to break the status-
quo, accelerate sales cycles and reduce discounting

What do these numbers have in common?
Of B2B vendors need significantly more
leads in order to generate the same
amount of sales (IDC)

Of deals are not lost to competition,
instead are lost to the status quo (Sales
Benchmark Index)

Lengthening of the average purchase
decision cycle over the past 5 years
(SiriusDecisions)

of buyers focused on price as primary
decision factor, driving increased
discounting by > 10% (U of Dayton)

Frugal
Cost of doing nothing + value of change >
risks + costs of change

Skeptical
More risk averse than ever
Tired of traditional pitches
Need personalized & Overloaded
compelling insight Doing-more-with-less
> 100 emails, > 10 calls/day
Less time for vendors

In Control
Fueled by Internet & social media
Opportunities, you & your competition
Inviting sales later (> 65% along)

Decision Science
Current Costs & Risks
Priorities
Benefits & Justification
Value Differentiation
Different Stakeholders &
Higher Authority (eg CFO)

New Brain
Risks > Gain
Visual Appeal
Self Centered
Contrast
Old Brain Similarity and Association

Barriers to Yes?
- Of prospects stick with business as usual
because not seeing a quantified reason to change

-Are not able to justify change on their own
Turn to you for help

- Require 3rd party proof points & validation in
order to trust results

65%
To those setting
35%
To those winning the
buying need bake-off

Product
Research Micro-sites Brochures Demos /
90% of Content not Sales
White
Papers
leveraged by sales Trials
Competitive
41% of marketers believe content ineffective
Case
Studies
PPTs Comparisons
Videos
Blogs & Webinars
• Not Aligned Newsletters
• Too long
• Not Relevant Enough
• Not Differentiating Enough
Forrester • Customer Intelligence?
Content Marketing Institute

Interactive White Papers

Personalized
Quantitative + Qualitative
Compelling Insight

Click here to see an example >

Benefit Estimators

Cost of “Doing Nothing”
Benefits
Click here to see a sample >

Diagnostic Assessments

Issue Illumination
Peer Comparisons
Solution Guidance
Click here to see a sample >

Financial ROI / TCO Tools

Cost of “Doing Nothing”
Benefits vs. Investment
TCO Comparisons Click here to see a sample >
Key CFO Financials

You Need an Edge …

Yes = Old Brain Appeal + New Brain Logic

From Status Quo to Yes

From Marketing to Sales

Integrated Customer Intelligence

3rd Party Credibility & Experience

Next Steps and Resources
• The Opportunity
• The Solutions
– Value Marketing
– Value Selling
• The Proof
• Resources and Insight
– Fight Frugalnomics Resource Center
– Ask the ROI Guy Resource Center

Weitere ähnliche Inhalte

Ähnlich wie Challenging Your Prospects From "Do Nothing" to Yes

Proving Your Value to Frugal Buyers

Alinean, Inc.

Are you trying to make sense out of this fast-changing marketing automation environment? Or, better yet, are you trying to find ways to deliver on that long-term lead nurturing strategy that you so eloquently sold to your execs last year? Then, join us as we tackle some of the great myths about automated lead nurturing. Using real-world examples of Pardot in action, you will see how to overcome the hurdles that stand in the way of executing effective automated marketing and offer sage advice to help generate the promised results from your marketing automation system.

Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot V...

Pardot

As the second quarter hits, many B2B sales and marketing leaders are looking at their sales pipelines and starting to realize their year is in jeopardy. Worse, the executive team is starting to speculate where the issues lie. It’s very likely that inadequate sales are a result of valuable time wasted on non-qualified prospects. With 68% of companies stating they don’t have a defined Marketing-Sales funnel process and 61% sending every lead directly to sales*, it's no wonder that sales is struggling. LeadLife and Matt Smith, strategic sales expert, and EVP for sales enablement consultants 3Forward present the four key actions you can take today to reduce these problems and turn your pipeline into profitability. 1) How to define your perfect prospect 2) Get sales and marketing working together to define a qualified lead 3) How a lead nurturing strategy will develop a digital conversation with leads early in the buy cycle 4) Why tracking lead behaviors and score based on interest can make your sales team more profitable

LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...

LeadLife

White papers are still used extensively to connect and engage early stage prospects, serving as the fuel for many demand-gen campaigns. However, the effectiveness of traditional white papers is on the decline. Today, your prospects are more overloaded, skeptical and frugal than ever before, and as a result, dismissive of typical marketing pitches and traditional one-size-fits-all white papers. Your prospects' require content that is more relevant, concise, compelling and value-focused. Are you effectively meeting this new challenge? This webinar examines a new interactive evolution to white papers to help evolve this traditional content into an effective selling machine. In this webinar you will learn about new Interactive White Papers and: How interactivity can help make white papers more personalized, concise, insightful and value-focused How to best select "content pivot points" – the dimensions of qualitative and quantitative personalization What interactive white papers look like, and best practice examples.

Traditional White Papers Don’t Work Anymore!

Alinean, Inc.

Prove Your Advantage: TCO Sales and Marketing Tools

Alinean, Inc.

Getting to Yes Faster – Accelerating Your Sales Cycle

DocuSign, Inc.

Technology Doesn't Sell Itself

krismillsap

Marketing ROI Workshop

HawkPartners

Getting the Most from Marketing Automation

Pardot

Tim Price, Act-On Sophisticated business managers recognize that not only is the definition of customer relationships changing, but requirements in the earlier stages of the sales funnel are evolving as well. Maintaining a holistic view of the process, recognizing that Marketing Automation and CRM are both natural extensions of one another is essential, however few fully understand how they coexist effectively. In this session, learn the similarities and differences, as well as how, when integrated, the two technologies deliver a whole that is exponentially more efficient and complete than the sum of its parts.

SugarCon 2013: CRM and Marketing Automation: Understanding the Customer Relat...

SugarCRM

Performance Marketing: мост между потребителем и бизнес-результатами © Jason ...

GRAPE

Market/Product Fit The Geek Way

Provado Marketing Solutions, Inc.

Customer Acquisition & Monetization - Keys to your Business Model

David Skok

Oracle social crm technology

TBJ Investments, LLC

Marketing for High-Tech Startups presented at UC Berkeley

R. Paul Singh

The Value of Marketing Automation in the Marketing to Sales Continuum

Act-On Software

Act-on Presentation for Chicago AMA CRM Event

Chicago AMA

Health Care Analytics: NAMA Health Care SIG Nov 2012

NAMA

How to reach business professionals online

SAP

White papers remain the most important content to help buyers make purchase decisions – helping buyers to understand opportunities, understand solution options and understand the competitive differences of your solution vs. others. However, in today's world of information overload, white paper download rates have declined, and your investment in traditional white paper marketing campaigns is not as effective as it used to be.

Interactive White Paper Webcast: Increase content marketing effectiveness

Alinean, Inc.

Ähnlich wie Challenging Your Prospects From "Do Nothing" to Yes (20)

Proving Your Value to Frugal Buyers

Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot V...

LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...

Traditional White Papers Don’t Work Anymore!

Prove Your Advantage: TCO Sales and Marketing Tools

Getting to Yes Faster – Accelerating Your Sales Cycle

Technology Doesn't Sell Itself

Marketing ROI Workshop

Getting the Most from Marketing Automation

SugarCon 2013: CRM and Marketing Automation: Understanding the Customer Relat...

Performance Marketing: мост между потребителем и бизнес-результатами © Jason ...

Market/Product Fit The Geek Way

Customer Acquisition & Monetization - Keys to your Business Model

Oracle social crm technology

Marketing for High-Tech Startups presented at UC Berkeley

The Value of Marketing Automation in the Marketing to Sales Continuum

Act-on Presentation for Chicago AMA CRM Event

Health Care Analytics: NAMA Health Care SIG Nov 2012

How to reach business professionals online

Interactive White Paper Webcast: Increase content marketing effectiveness

Mehr von Alinean, Inc.

Many organizations have developed spreadsheet-based ROI / TCO tools to help financially justify solutions to frugal buyers. Often these spreadsheets are developed by a field subject matter expert based on the demand of the client. However, many of these same cumbersome spreadsheets are also being used by sales reps and channel partners as their customers want and need financial justification to make purchasing decisions. These spreadsheet-based ROI / TCO tools are meeting a need but can be difficult for users and prospects alike. There are typically issues with version control, calculation errors, output reports, credibility, ease of use, tracking, security and validation. In this session, industry leader and ROI Guy, Tom Pisello will show you how to address these issues and more.

Why ROI / TCO Spreadsheets Don't Work

Alinean, Inc.

You need the right sales enablement content to better attract interest, engage earlier and most importantly, help spark purchase decisions with skeptical executives and buying committees. However more of the same old white papers and product pitches won’t do the trick. Executive buyers indicate that a paltry 20% of the salespeople they meet with achieve expectations and create value. As a result, only one in four salespeople ever get to meet with the executive again. Executives want competitive insights and consultative advice, not the same old sales pitch. How can you fuel more compelling executive conversations? How can you empower your salespeople to get more executive meetings, and deliver the unique insights and competitive advice these executives want? In this session, Betty McNeil, SVP will introduce you to the Alinean Peer Comparison application, your ticket to sales rep financial acumen and early business value engagement.

Better Executive Conversations - Financial Peer Comparisons and Financial Jus...

Alinean, Inc.

You need the right content to better attract interest, engage earlier and most importantly, help spark purchase decisions with skeptical executives and buying committees. However more of the same old white papers and product pitches won’t do the trick. Did you know … * 41% of buyers now desire more interactive and personalized content * 62% want more benchmarking data, to know how they compare to peers and to get a competitive edge * 97% prefer prescriptive content (over a product pitch), providing advice on what to do next To address these changing buyer demands, you need newer interactive content. One of the best assets to accomplish this is an Interactive Assessment Tool. A provocative, personalized and prescriptive Assessment Tool can be made available from your web site. The tools are self-service to prospects and can be leveraged by sales reps and partners to help: * Attract interest * Engage earlier * Uncover and prioritize buyer challenges * Spark and motivate purchase decisions This webcast showed specific examples of Interactive Assessment Tools and how the right discovery, comparative benchmarks, smart solution recommendations and personalized report can help improve your lead generation, drive purchase decisions and improve your competitive advantage.

Webcast: Engage Earlier and Higher with Persuasive Interactive Assessment Too...

Alinean, Inc.

It's more important than ever to engage earlier and higher but this can be a challenge. Executive buyers indicate that a paltry 20% of the salespeople they meet with achieve expectations and create value. As a result, only one in four salespeople ever get to meet with the executive again. Executives want competitive insights and consultative advice, not the same old sales pitch. How can you fuel more compelling executive conversations? How can you empower your salespeople to get more executive meetings, and deliver the unique insights and competitive advice these executives want? In this event, Betty McNeil, SVP will introduce you to the Alinean Peer Comparison application, your ticket to sales rep financial acumen and early business value engagement. The Alinean Peer Comparison Tool can help your consultants, sales reps and channel partners deliver important executive conversations with an easy to use interactive application that: * Empowers your sales reps to engage earlier and have poignant financial conversation with prospects * Compares the prospect to the competition to help uncover issues and drive improvements * Proves how a small improvement using your solutions could directly impact their competitive position and drive significant business value improvements.

Financial Peer Comparison and the Value of “Move the Needle"

Alinean, Inc.

You need the right content to better attract interest, engage earlier and most importantly, help spark purchase decisions with skeptical executives and buying committees. However more of the same old white papers and product pitches won’t do the trick. Did you know … - 41% of buyers now desire more interactive and personalized content - 62% want more benchmarking data, to know how they compare to peers and to get a competitive edge - 97% prefer prescriptive content (over a product pitch), providing advice on what to do next. To address these changing buyer demands, you need newer interactive content. One of the best assets to accomplish this is an Interactive Assessment Tool. A provocative, personalized and prescriptive Assessment Tool can be made available from your web site. The tools are self-service to prospects and can be leveraged by sales reps and partners to help: - Attract interest - Engage earlier - Uncover and prioritize buyer challenges - Spark and motivate purchase decisions Join us on Tuesday, October 3rd at 11:00 a.m. ET and we’ll show you specific examples of Interactive Assessment Tools and how the right discovery, comparative benchmarks, smart solution recommendations and personalized report can help improve your lead generation, drive purchase decisions and improve your competitive advantage.

Webcast: Engage Earlier and Higher with Persuasive Interactive Assessment Tools

Alinean, Inc.

You need the right marketing and sales enablement content to better attract interest, engage earlier and most importantly, help spark purchase decisions with skeptical executives and buying committees. However more of the same old white papers and product pitches won’t do the trick. Executive buyers indicate that a paltry 20% of the salespeople they meet with achieve expectations and create value. As a result, only one in four salespeople ever get to meet with the executive again. Executives want competitive insights and consultative advice, not the same old sales pitch. How can you fuel more compelling executive conversations? How can you empower your salespeople to get more executive meetings, and deliver the unique insights and competitive advice these executives want? In this session, Betty McNeil, SVP will introduce you to the Alinean Peer Comparison application, your ticket to sales rep financial acumen and early business value engagement. The Alinean Peer Comparison Tool can help your consultants, sales reps and channel partners deliver important executive conversations with an easy to use interactive application that: Empowers your sales reps to engage earlier and have poignant financial conversation with prospects Compares the prospect to the competition to help uncover issues and drive improvements Proves how a small improvement using your solutions could directly impact their competitive position and drive significant business value improvements.

Using Financial Benchmarking and Peer Comparisons to Fuel your Executive Conv...

Alinean, Inc.

You need the right marketing and sales enablement content to better attract interest, engage earlier and most importantly, help spark purchase decisions with skeptical executives and buying committees. However more of the same old white papers and product pitches won’t do the trick. Did you know … - 41% of buyers now desire more interactive and personalized content - 62% want more benchmarking data, to know how they compare to peers and to get a competitive edge - 97% prefer prescriptive content (over a product pitch), providing advice on what to do next To address these changing buyer demands, you need newer interactive content. One of the best assets to accomplish this is an Interactive Assessment Tool. A provocative, personalized and prescriptive Assessment Tool can be made available from your web site. The tools are self-service to prospects and can be leveraged by sales reps and partners to help: - Attract interest - Engage earlier - Uncover and prioritize buyer challenges - Spark and motivate purchase decisions Presented in support of a webcast in August 2017, this presentation shows you specific examples of Interactive Assessment Tools and how the right discovery, comparative benchmarks, smart solution recommendations and personalized report can help improve your lead generation, drive purchase decisions and improve your competitive advantage.

Webcast: Engage Earlier and Higher with Persuasive Interactive Assessment Too...

Alinean, Inc.

It’s more important than ever to engage earlier and higher but this can be a challenge. Tune in to learn how OpenText opens C-Level Doors and has more provocative, consultative executive conversations, powered by Alinean. In this session, Mike Bolte, Senior Director of OpenText’s Value Engineering Practice will discuss how he leverages financial benchmarking tools from Alinean to get more executive meetings and elevate within prospect accounts. Betty McNeil, Alinean SVP will interview Mike to get practical tips, techniques and best practices to improve your own client engagements and conversations. Join us to see how OpenText moves the needle with Alinean.

Executive Conversations - Leveraging Financial Peer Comparisons to Engage Ear...

Alinean, Inc.

It’s more important than ever to engage earlier and higher but this can be a challenge. Executive buyers indicate that a paltry 20% of the salespeople they meet with achieve expectations and create value. As a result, only one in four salespeople ever get to meet with the executive again. Executives want competitive insights and consultative advice, not the same old sales pitch. How can you fuel more compelling executive conversations? How can you empower your salespeople to get more executive meetings, and deliver the unique insights and competitive advice these executives want? In this session, Betty McNeil, SVP will introduce you to the Alinean Peer Comparison application, your ticket to sales rep financial acumen and early business value engagement. The Alinean Peer Comparison Tool can help your consultants, sales reps and channel partners deliver important executive conversations with an easy to use interactive application that: Empowers your sales reps to engage earlier and have poignant financial conversation with prospects Compares the prospect to the competition to help uncover issues and drive improvements Proves how a small improvement using your solutions could directly impact their competitive position and drive significant business value improvements.

Webinar - Executive Conversations and ROI with Financial Peer comparison and ...

Alinean, Inc.

You need to arm your sales reps with the right messaging, content and tools to make them more successful, but exactly what works best, and what should you be investing more in this year to assure sales success? In this presentation, SiriusDecisions reveals important research on just what buyers are looking for from B2B solution providers, and what you can do to meet these needs and get your sales reps to be even more successful. Nancy Maluso, Research Director for Sales Enablement Strategies at SiriusDecisions exposes the right messaging, content and tools you need to facilitate buyer decision making and drive more wins, especially how more personalized, value-focused and data driven content and tools are now required. Recommended for: • Sales Enablement • Product and Content Marketing • Sales Leadership • Value Consultants / Practice Leaders Presented By: Nancy Maluso, SiriusDecisions Research Director, Sales Enablement Strategies and Tom Pisello, Alinean, CEO and Founder.

SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of ...

Alinean, Inc.

Financial justification remains a requirement, this according to research by IDC’s business value consulting group, with a whopping 95% of decision makers requiring proof of business value outcomes prior to considering and approving a business purchase. Although required to gain approval, buyers struggle with the metrics and models to provide financial justification to ever more frugal executives and buying committees, delaying or in many cases stalling the decision entirely. If you are an IT or B2B solution provider, the research clearly indicates you can’t leave financial justification to your buyer, or worse, to an unarmed sales rep. In this keynote presentation at the Business Value Summit in Santa Clara CA, Randy Perry VP of Business Value Consulting for IDC and Tom Pisello, CEO / Founder of Alinean discuss the increasing need for financial justification by IT and other B2B buyers and what you need to do now as a solution provider to meet and exceed this requirement. If you are in product marketing, content development, value engineering or sales enablement, this is a must attend event, to get tangible advice on how to drive more deals, win rates and sales cycle acceleration.

Business Value Summit Keynote - IDC + Alinean - Why Financial Justification /...

Alinean, Inc.

Today’s B2B buyer doesn’t want a sales pitch. They want to know how your insights and experience can help them beat the competition. But this is easier said than done: • Are your sales reps empowered to engage earlier and have poignant financial discussions you’re your prospects? • Can they compare the prospect to the competition to help them uncover issues and drive improvements? • Can you prove how a small improvement using your solutions could directly impact their competitive position and drive significant business value improvements? In this session, Tom Pisello, the ROI Guy, will introduce you to the new Alinean Peer Comparison application, your ticket to sales rep financial acumen and early business value engagement. Developed in conjunction with S&P Compustat, you’ll see how this elegantly simple, yet powerful benchmarking application empowers your sales reps, pre-sales support and value engineers to quickly and easily: • Compare your prospects to named competitors, from a database of 60,000+ worldwide companies, • Examine the leaders, laggards and peer averages across over 30 dimensions of financial performance. • See how small “move the needle” improvements from your proposed solutions can drive big improvements, business value and ROI. Originally recorded: Thursday, January 26, 2017 Featuring: Tom Pisello, The ROI Guy and Alinean CEO & Founder

Webinar: The Value of "Move the Needle": Financial Peer Comparison to Engage...

Alinean, Inc.

Your buyers are concerned about the economics of each purchase decision, and as a result, require financial justification early and often throughout the buyers journey. At the same time, your standard product-centric content and demo-laden sales approach haven’t kept pace. You have to change, and in order to do so, need to invest in new content, tools and training to effectively implement a value-focused sales and marketing approach. But this is easier said than done, as many organizations are scrutinizing new sales and marketing investments, spending less, not more, on content and enablement. So, how do you make the case for more investment in value? How do you quantify the tangible value of value, to make a solid business case? In this interview, Peter Ostrow , Research Director from the sales and marketing advisory firm SiriusDecisions, discusses the business benefits of Value, with solid advice on how to measure the impact and prove the ROI from taking your value selling and marketing from “good” to “great”. This session will give you the practical models and metrics to quantify and communicate the business case for Value, providing the framework to establish the right Value Marketing and Selling programs, project the potential business value and drive outcomes post deployment. November 10, 2016 11:00 am Duration: 45 minutes Presented By Peter Ostrow SiriusDecisions Research Director, Sales Enablement Strategies Tom Pisello The ROI Guy Alinean CEO & Founder

SiriusDecisions - The Value of Value Selling & Marketing - Using ROI / TCO To...

Alinean, Inc.

Featuring: Dave Stachura – VP Customer Success, Alinean Tom Pisello – CEO / Founder, Alinean “If you build it, they will come” is a quote made famous in the movie Field of Dreams. While the philosophy behind this saying worked great in a Hollywood movie about a fictional baseball field built in an Iowa cornfield, applying it when launching a new value / ROI tool to your organization may prove disastrous. Once you’ve wrapped up development on that new value / ROI tool, you now have to make sure the launch is successful. A business value / ROI tool can be a fantastic foundation to business value selling success, but to elevate to greatness, you need more. We have seen incredible roll-out success over the past 20 years of developing and delivering value marketing and selling tools. Some launching with great adoption (>80%) and >$100M+ incremental revenue results, and some, not so much. In this informative session, Dave Stachura, former Sales Enablement lead at AMD and Alinean’s new VP of Customer Success, will discuss the common “failure to launch” characteristics and discuss in detail the Five Pillars of Value Success: the definitive roadmap for launch success.

The Five Pillars of Value Marketing & Selling Success - Maximizing your ROI f...

Alinean, Inc.

The importance of sales content remains strong, with 79% of b-to-b buyers reporting that the content provided by a rep is very to extremely influential in their selection of one vendor over another New research results from SiriusDecisions reveal the significance of Sales Content to winning more business, revealed by Heather Cole, Services Director of Sales Enablement with SiriusDecisions, in a compelling webcast interview with Alinean’s own Tom Pisello. In the session, Heather indicated that more sales content than anticipated was being leveraged by sales reps throughout each stage of the buyer’s journey, with the research tallying an average of 6.3 pieces delivered to buyers in the Education phase, 6.1 in Solution, and 4.9 in Selection, But more content does not guarantee accelerated decisions, greater deal size or more wins. The research quantified for the first time that all content is not created equal, with a decided difference in the assets used more often by the highest performing sales reps compared to low performers and middlers. Most importantly, the research uncovered and ranked content as to perceived value to buyers. Interpreting the results, Heather Cole exposed how today’s B2B buyer isn’t valuing product videos and glossy brochures as high as one might think. Rather, decision makers want relevant insights and transformative advice, perceiving 3rd party research and articles as most valuable, as well as valuing solid ideas and proposals based on identified needs.

SiriusDecisions Sales Content Secrets - Aligning to Customer Needs and Challe...

Alinean, Inc.

Value Selling & Realization VSR Summit - The Importance of Getting Value / RO...

Alinean, Inc.

ValueStory for HTML

Alinean, Inc.

ValueStory Player for iPad

Alinean, Inc.

ValueStory Usage Reports

Alinean, Inc.

ValueStory Builder Demo

Alinean, Inc.

Mehr von Alinean, Inc. (20)