Challenging Your Prospects from “Do Nothing” to Yes

Tom Pisello CEO & Founder The ROI Guy Twitter: @tpisello @AlineanROI

Today’s Speaker

Tom Pisello CEO & Founder of Alinean 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)

In Control

Skeptical

Overloaded

Frugal

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

Doing-more-with-less > 100 emails, > 10 calls/day Less time for vendors

More risk averse than ever Tired of traditional pitches Need personalized & compelling insight

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

Old Brain

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

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

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% 35%

Case Studies

Demos / Trials

Micro-sites Research White Papers

Product Brochures

Competitive Comparisons

Sales PPTs

Videos Webinars Blogs &

Newsletters

41% = Ineffective Content • Not Aligned • Too long • Not Relevant Enough • Not Differentiating Enough • Customer Intelligence?

To those setting buying need

To those winning the bake-off

Forrester Content Marketing Institute

Interactive White Papers

http://www.alinean.com/value_marketing/interactive_white_papers

Personalized Quantitative + Qualitative Compelling Insight

Benefit Estimators

http://www.alinean.com/value_marketing/benefit_estimators

Cost of “Doing Nothing” Benefits

Diagnostic Assessments

Issue Illumination Peer Comparisons Solution Guidance

http://www.alinean.com/value_selling/assessment_tools

Cost of “Doing Nothing” Required Investment Benefits & Key CFO Financials

ROI Analysis

http://www.alinean.com/value_selling/roi_tools

TCO Comparison

http://www.alinean.com/value_selling/tco_tools

Differentiate Value Quantify Competitive Advantage

You Need an Edge …

From Status Quo to Yes

Yes = Old Brain Appeal + New Brain Logic

From Marketing to Sales

Integrated Customer Intelligence

3rd Party Credibility & Experience

Proof

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

Thank You!