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Apr 26, 2011
Generate more demand.
- Personalize to connect better with overloaded / skeptical buyers
- Engage better with diagnosis and value quantification
- Drive 50% more leads than traditional content marketing
- More quickly advance prospects through buying lifecycle
- Double number of visitor to buyer conversions
It's not with Alinean Demand-Gen Tools.
TOM PISELLO, Chairman & FounderBlog: http://blog.alinean.comTwitter: @tpisellohttp://www.alinean.com http://www.fightfrugalnomics.com Marketing to Today’s Economic-Focused Buyer: Driving More High Quality Leads with Value-Focused Tools
Today’s Economic-Focused Buyer © 2011 Alinean, Inc. 2
The Economic-Buyer • Size Harder to ReachMore Skeptical Outcome Focused Stalled Deals of Claims More Leads to Close Same Longer Sales Cycles Harder to Amount of Business Engage © 2011 Alinean, Inc. 3
Buyers Research Purchases Independently and Online Internet-fueled Buying Cycles 100% 90% 80% 70% 55% 58% 71% 60% Web 50% Direct Mail 40% Email 19% Events 30% 21% 20% 11% 14% 9% 10% 6% 15% 12% 9% 0% 2009 2010 2015Source: SiriusDecisions 2010 © 2011 Alinean, Inc. 4 4
Buyer Skepticism – Trust 3rd Parties vs. Vendors Internal Events / Triggers Drive Early Stages of Buying Cycle Most often selected 3rd Parties such as Peers, Analysts & Trade Pubs Most Influence – Mid / Later Stages 35% 30% Internal events/triggers 25% Peers Industry analysts 20% Trade publications 15% Search engine results 10% VARs/Partners 5% Consultants 0% Vendors Early Middle LateSource: SiriusDecisions 2010 © 2011 Alinean, Inc. 5
Information Overload Rising / Effectiveness Declining Campaigns Received Per Week60% 50% Average 2006: 15.4 campaigns50% Average 2010: 20.3 campaigns 40% 32% increase40% 37%30% 28%20% 10% 11%10% 6% 6% 3% 3% 3% 3%0% 1 to 10 11 to 25 26 to 40 21 to 50 51 to 75 75+ 2006 2010 Source: SiriusDecisions 2010 62% of B2B vendors need more leads in order to generate the same amount of sales 6 6 © 2011 Alinean, Inc.
Successive Downturns Cause Fundamental & Permanent Change B2B Spending Annual Growth12.0%10.0% Tech Bubble 8.0% 6.0% Great Recession 4.0% 2.0% 0.0%-2.0% 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011-4.0%-6.0%-8.0% IDC 2010 IDC historical spend Forecast compiled from IDC, Forrester, Gartner and Goldman Sachs Two successive downturns in past 10 years have permanently changed buyers Affected technology marketplace first: Prior: Innovation, growth, time to market, features / functions drove purchases After: Saving money, bottom-line impact, best value and fast payback “Great Recession” downturn reinforcing / accelerating this fundamental change All areas of economy impacted for all of B2B purchase decisions © 2011 Alinean, Inc. 7
CFOs Gain More Control • CFOs responsible for more groups • Taking control of strategy + buying- cycle • Uncover Issues • Set priorities • Specify potential solutions • More financial due-diligence on all purchases • Require formal business cases • Seek lowest price, lowest risk / best value solution © 2011 Alinean, Inc. 8
Frugalnomics: the new mantra for B2B Buyers On average 90% of corporations surveyed require Quantifiable benefits quantifiable proof of bottom-line benefits on most are mandatory projects. Two-thirds (65%) of buyers indicate that they do not Quantifying value is have the knowledge or tools needed to do business difficult for buyers value assessments and calculations. Buyers turn to vendors 81% of buyers expect vendors to quantify business for value proof points value of proposed solutions. Most trusted sources are: Industry Analysts (31.4%), Third party validation is and Peers (28.7%). essential Vendors lag as a trusted source for only 8.1%.Source: IDC 2010, survey of 200 B2B buyers,Sirius Decisions 2010 B-to-B Buyer Survey on trusted sources. © 2011 Alinean, Inc. 9
Fight Frugalnomics with Value Marketing http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 10
Fight Frugalnomics with Value Selling & Marketing Value / OutcomeProduct Focus Solution Focus FocusDiscussion: Discussion: Discussion:• Customer knows issue • Prescriptive & Quantified • Customer knows issues &• Tie features / functions to desired outcome • Discover… Is customer needs aware of issue? • Questions to discover pain• Compares product points alternatives • Diagnose… How bad is it?• Feature • Function • Price • Recommend solution to • Quantify … Value of change solve pain • Compare … Value vs. StatusDrive: Sales-Led: Product Drive: Sales-Led: Pain-Point Quo / CompetitionDriven Driven Drive: Customer / Diagnostics-Led: What is issue & outcome / value of change? Solution Vendor Trusted Advisor 11 Provider © 2011 Alinean, Inc.
Value Marketing: How Companies Buy vs. How to Market / Sell Loosening of the Status Quo Discovery Committing to Change Prospect Exploring Lead Possible Solutions Consideration Marketing Qualified Lead Committing to a Solution Sales Qualified Lead Justifying the Decision Opportunity Decision Making the Close Selection Traditional Marketing Cycle SiriusDecisions Buying Cycle © 2011 Alinean, Inc. 12
Content Marketing Strategy and the Buying Lifecycle BUYING CYCLE NEW CONCEPT NEW PARADIGM ESTABLISHED MARKET Loosening Exploring Committing Justifying Committing Making the of the possible to a the to change selection status quo solutions solution decision Reputation Demand Creation Sales Enablement Content Marketing Strategy Vendor Selection Education Solution Help Align Align buyer solution Create problem Demonstrate identify with Validate/ awareness with core features needs in specific reinforce around a new business and solving sets of choice problem issues; drive functionality the business urgency problem needs 13Source: SiriusDecisions 13 © 2011 Alinean, Inc.
Discovery Risk adverse / overloaded Loosening of the Easier to do nothing than change Status Quo Don’t have time to fully understand Discovery issues Committing to Change Executive driven / CFO aligned Internet fueled via 3rd party sources Exploring Possible Sales often not engaged yet Solutions Consideration Committing to a Solution Justifying the Decision Decision Making the Selection © 2011 Alinean, Inc. 14
Whitepapers Remain Most Valuable Demand-Gen Tool• 84.1% buyers use white papers during the buying journey (most used)• Average of 3.2 white paper downloads per month (very active)• Leveraged throughout the buying lifecycle: – Discovery • 35% for awareness and finding ideas to challenge status-quo • 33% for finding solution options – Consideration -23% for creating a short list of vendors and vendor evaluation – Decision - 10% for making a final decisionBUT, utilization and frequency of use are DOWN year over year…Need something newer, more personalized / dynamic to break through the clutter and renew relevance to more skeptical / frugal buyers ….Source: Ziff-Davis Enterprise © 2011 Alinean, Inc. 15
Discovery – Connect and Engage with Interactive White Papers • One-to-One personalized white paper • Customized dynamically from a few data points • Registration profile (if available) • Quick survey • Uses data to personalize report • Qualitative Information • Quantified Results • Produces customized PDF • Download or E-mail © 2011 Alinean, Inc. 16
Personalizing via Profile Entice with Abstract Collect / Confirm Personalization Data Points from User: • Industry • Location • Size • Stage in Buying Cycle • Role in Buying Cycle • Pain Points • Asset Survey © 2011 Alinean, Inc. 17
Intelligent / Personalized Report • See Some Basic Results On- Screen As Data Is Entered • Download or E-mail PDF Personalized White Paper • Register Prior to Download • Capture Lead and Intelligence • Customize contact profile • Intelligence from pivot point profiling • Usage reporting • Integrate with lead nurturing system © 2011 Alinean, Inc. 18
Discovery – Connect and Engage with Interactive White Papers • Break through the Noise! • Generate More Leads vs. Traditional White Papers • Engage and Educate • Reduce Sales Cycles • Drive more Sales • Engage • Personalized • One to One Dialogue • Research Based • 3rd Party Credibility • Improved Intelligence via Profile • Improved Usage Tracking © 2011 Alinean, Inc. 19
Discovery - Diagnose with Assessment Tools– Survey current opportunities, spending and practices– Diagnose issues– Benchmark status quo versus competition and leaders– Recommend improvement strategies– Map solutions to improvement strategy 20 20 © 2011 Alinean, Inc.
Profile for Benchmarking Benchmark comparisons Typically by industry, location and size © 2011 Alinean, Inc. 21
Survey Survey Questions – Multiple Choice, Pull-downs, Quantifications, Rankings Spending, Sentiment or Current Practice Questions © 2011 Alinean, Inc. 22
Diagnostic Assessment Results Compare current responses vs. peer averages and leaders Drive priorities through benchmark comparisons Intelligently recommends solutions to resolve most pressing issues Recommends next steps in buying lifecycle © 2011 Alinean, Inc. 23
Personalized Report Register Prior to Receiving Report Executive Summary & Expanded Analysis in PDF report. © 2011 Alinean, Inc. 24
Discovery - Diagnose with Assessment Tools – Connect better with frugal / skeptical executives – Engage earlier in decision making cycle – Provide Cx / Sr level executives with reason to break status-quo – Establishes urgency of resolving these issues over others – Reduces time to realize issues and commit to change – Elevate relationship from Vendor to Trusted Advisor – Improves competitive position 25 25 © 2011 Alinean, Inc.
Consideration Loosening of the Status Quo Discovery Committing to Change Recommend solutions to address issues / goals Exploring Possible Quantify the cost of doing nothing Solutions Make the case for change Consideration Committing Quantify rewards vs. risks to a Solution Make project a priority Justifying the Decision Decision Making the Selection © 2011 Alinean, Inc. 26
Consideration : Justify Change with ROI Analysis– Highlight costs for status quo, quantifying the “cost of doing nothing”– Quantify the business benefits / savings for each stakeholder– Keep it Simple, But Credible– 3rd party validation to improve credibility 27 27 © 2011 Alinean, Inc.
Profile Profile current environment and opportunity Keep simple (<10 data points maximum) Key defaults provided from research to streamline discovery © 2011 Alinean, Inc. 28
Calculate and Illuminate Benefits Applying research and case studies estimate savings / benefits. Don’t usually communicate ROI unless pricing / investment included (optional) Interactively provide what-if scenarios © 2011 Alinean, Inc. 29
Call to Action and Next Steps Promote Registration and Download / E-mail PDF Report Highlight Additional Next Steps, Including Sales ROI Workshop © 2011 Alinean, Inc. 30
Personalized PDF Report Register to receive report. Results summarized and expanded in PDF report. E-mail or Download options. © 2011 Alinean, Inc. 31
Consideration : Justify Change with ROI Analysis– Increase urgency for this project over others– Reduce time it takes for customer to build own business case / justify change– Reduce discounting (value focus vs. price)– Prove value of add on solutions / services for better up/cross-sell– Improve competitive positioning 32 32 © 2011 Alinean, Inc.
Decision Loosening of the Status Quo Discovery Committing to Change Exploring Possible Solutions Consideration Committing Make the case for change, but lose to a Solution deal to competitor… Justifying B2B customers strategy has changed – the “to buy only what they need at the Decision lowest possible price.” (Forrester) Decision Need to prove solution as best value Making the Selection Total cost of ownership (TCO) comparisons can help © 2011 Alinean, Inc. 33
Decision – Differentiate with TCO Analysis– Compare against status quo or against select solutions– Quantify costs for unique opportunity– Tally total costs over product lifetime not just up- front costs– Prove better value via total cost of ownership (TCO) • Lower lifecycle cost • Better benefit realization • Lower risk • Intangible benefits (more upside potential) 34 34 © 2011 Alinean, Inc.
Profile and Results Summary Profile to collect data in order to customize TCO comparison for specific scenarios / configurations Communicate results interactively 35 © 2011 Alinean, Inc.
TCO Comparison and Result Highlights Head to Head comparison of solutions total cost of ownership Summarize Key Findings © 2011 Alinean, Inc. 36
Register to Receive Report Register to Receive PDF Report via E-mail or Direct Download © 2011 Alinean, Inc. 37
Report Options to Match Stakeholders / Decision Phase PDF report via e-mail or direct immediate download Completely personalized Summarize results, Highlight more detail than in online tool, Call to Action © 2011 Alinean, Inc. 38
Decision – Differentiate with TCO Analysis– Validate selected solution as best value– Quantify low risk of decision for buyer– Reduce decision cycle in final stages of buying cycle– Reduce competitive discounting 39 39 © 2011 Alinean, Inc.
Integrated Content Marketing Strategy BUYING CYCLE NEW CONCEPT NEW PARADIGM ESTABLISHED MARKET Loosening Exploring Committing Justifying Committing Making the of the possible to a the to change selection status quo solutions solution decision Reputation Demand Creation Sales Enablement MESSAGING Vendor Selection Education Solution Help Align Align buyer solution Differentiate/ Create problem identify with Demonstrate awareness with Validate/ needs in specific benefits and around a new business reinforce solving sets of functionality problem issues; drive choice the business urgency problem needs Interactive Interactive Benefits TCO White Paper White Paper Calculator Calculator Competitive Webinar Case Study Event Webinar Analyst Report Comparison Executive Analyst Report Peer Interaction AssessmentSource: SiriusDecisions © 2011 Alinean, Inc. 40
Next StepsAlinean powered tools can significantly upgrade the quality of sales interactionsthroughout the buying process, allowing prospects to drive at the beginningthrough simpler, self-service tools and sales to provide greater depth as the buyingprocess proceeds – SiriusDecisions 2010 1. Your Sales & Marketing Ready to Do Business with Frugal Buyers? Take this Diagnostic Assessment to Find Out. 2. Research White Paper: Five Reasons You May Not Be Spending Enough on Content Marketing 3. Over 200% ROI from a Value Marketing Program Sound Impossible? Find Out for Yourself 4. Why Alinean? Alinean Vendor Profile (SiriusDecisions) http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 41