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The economic buyer reigns
 

The economic buyer reigns

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Buyers are more empowered, skeptical and frugal than ever before requiring new B2B sales and marketing strategies to Fight Frugalnomics such as increased content marketing investments, value selling ...

Buyers are more empowered, skeptical and frugal than ever before requiring new B2B sales and marketing strategies to Fight Frugalnomics such as increased content marketing investments, value selling and marketing programs, and new tools such as interactive white papers, provocative diagnostic assessments, ROI calculators and TCO competitive comparison tools.

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    The economic buyer reigns The economic buyer reigns Document Transcript

    • The Economic Buyer ReignsWith two recessions over the past decade, researchshows that B2B buyers have become more frugal - Over 90% of buyers rely on vendor content torequiring each investment to deliver quantifiable help identify issues, set strategy and make purchase decisionsbottom-line benefits, a quick payback and significant However, less than 1 in 4 are satisfied with / trustreturn on investment (ROI). this contentEmpowered by the Internet, these frugal buyers have 90% of buyers require a business case on most investmentstaken control of the decision making process, which 81% of buyers expect vendors to quantify ROI /makes it more difficult for sales people to engage and superior value of proposed solutionsevery deal is more competitive. rd However, 85% require 3 party research / validation for credibilityThe condition termed Frugalnomics, where theeconomic buyer is firmly in control of the buying cycle,is not expected to end, even as the recovery takes hold.This trend is forcing marketers to rethink the content they produce and dictates changes in how salesneeds to engage and facilitate the buying lifecycle. To fight Frugalnomics and meet the challengesof today’s more empowered, skeptical and frugal buyer, B2B sales and marketing needs toevolve from the current product / solution selling approach to an outcome/ value-basedmethodology.Meet Buyer-Frugalnomicus:  Overloaded: Challenged to do-more-with-less  Skeptical: Thinks sales isn’t adding enough value  Demanding: Seeks the best value from every investment  Frugal: Requires every investment deliver bottom-line impact
    • Fighting Frugalnomics with Value-Based Sales & Marketing Alinean diagnostic demand generation and sales tools help your team better connect, engage and sell to today’s economic-focused buyers: 1 Engage with Interactive White Papers 2 Diagnose with assessment tools 4 Differentiate with TCO Tools 3 Justify with ROI Tools 1. Engage Despite Overload Buyers rely heavily on vendor provided content to help make purchase decisions, especially white papers, but the effectiveness of this content to connect and engage decision makers is slipping as buyers are getting lost in information overload and the clutter of one-size-fits-all campaigns. One-to-one personalization of white papers can increase their effectiveness. Advice> Traditional content can be easily converted into Interactive White Papers, dynamically customizing messaging based on a prospect’s profile - precisely matching the buyer’s industry, geographic location, size, stage and role in buying decision, and pain points. ©2011 Alinean is a trademark of Alinean, Inc., in the United States. All other brands, products or service names are or may be trademarks, registered trademarks or service marks of, and used to identify, products or services of their respective owners. For more information, please visit www.alinean.comAlinean, Inc., 111 North Magnolia, Suite 1050, Orlando, FL 32801TEL: 407.382.0005 | FAX: 407.382.0906 | TOLL FREE 866.693.6271
    • 2. Diagnose to Provoke Change Buyers have been forced to do-more-with-less, and as a result often don’t have the time necessary to properly assess issues and identify projects which could deliver savings and competitive advantage. At the same time, budgets have been slashed, leaving <15% discretionary funding for new projects / proposals. It is easier for buyers to maintain the status-quo, than invest in innovation and change. Vendors can help buyers pinpoint where it hurts most, and consult on theAdvice> available remedies. Diagnostic Assessment tools provoke buyer action by benchmarking best practices, spending and performance to help identify ailments, and delivering a roadmap of prioritized solution remedies- helping drive executive level engagements earlier in the buying cycle, as key strategic / discretionary budget decisions are made.3. Justify Proposed InvestmentsBuyers are inclined to not make significant investments in a time ofausterity, and as a result, sales and marketing needs to prove there is a“cost of doing nothing”, and justify the bottom-line impact of proposedprojects. Sales and marketing needs to justify proposed investments to ever moreAdvice> economic focused buyers in order to advance stalled sales cycles. ROI tools and campaigns can be used to engage and convince economic-focused buyers of the benefits of proposed solutions, fast payback and significant return on investment (ROI).4. Differentiate Your Value Buyers today are focused on purchasing only what they most need, at the lowest possible price. The focus on value from each investment has never been higher, forcing sales and marketing to quantify the advantages of their solution versus the competition, or stand being knocked-out in later critical buying decision cycles. Differentiating your competitive value is key with buyers often only focused onAdvice> the lowest price solution. Tools that prove your superior value and lower total cost of ownership can help counter discounting and drive competitive wins.
    • demand generation sales enablement Generate Highly Qualified Leads Enable Better Sales Effectiveness  Engage with Interactive White Papers  Diagnose with Assessment Tools  Diagnose with Assessment Tools  Justify with ROI Tools  Justify with ROI Calculators  Differentiate with TCO Comparisons  Differentiate with TCO Calculators Benefits of Demand Generation Benefits of Sales Enablement  Personalize to connect better with  Engage higher, with economic-focused overloaded / skeptical buyers executives  Engage better with diagnosis and value  Elevate relationship from salesperson to quantification trusted advisor  Drive 50% more leads than traditional  Increase deal size / reduce discounting by 20% content marketing  Accelerate sales cycles by 20-30%  More quickly advance prospects through  Double competitive wins buying lifecycle The Bottom Line Buyers have fundamentally and permanently changed, and savvy B2B sales and marketing leaders recognize new campaigns and tools are needed to connect, engage and sell to these empowered, skeptical and frugal buyers. Join leading B2B firms leveraging value-based sales and marketing programs and Alinean tools including: HP, IBM, Microsoft, EMC, Dell, Intel, How Do You Get Started? NetApp, BMC Software, SolidWorks, ShoreTel and AT&T. Free Sales Enablement and Marketing Assessment at: TM Learn more at the Fight Frugalnomics Resource Center http://alinean.com/diagnostic http://www.fightfrugalnomics.com, or by visiting http://www.alinean.com, or call 407-382-0005 or calling 407.382.0005. ©2011 Alinean is a trademark of Alinean, Inc., in the United States. All other brands, products or service names are or may be trademarks, registered trademarks or service marks of, and used to identify, products or services of their respective owners. For more information, please visit www.alinean.comAlinean, Inc., 111 North Magnolia, Suite 1050, Orlando, FL 32801TEL: 407.382.0005 | FAX: 407.382.0906 | TOLL FREE 866.693.6271