challenging your prospects from "do nothing" to yes
DESCRIPTION
Buyers have fundamentally and permanently changed, and as a result, it's harder to connect and engage, sales cycles are lengthening, and worse, a large portion of your sales pipeline is stuck at status quo.Research shows that the same old sales and marketing techniques aren't effective at breaking the status quo and getting buyers from "Do Nothing" to Yes.Do you have the new tools and techniques needed to: Break the status-quo and get buyers to actually connect and engage? Get from "Do Nothing" to Yes?This informative presentation by Tom Pisello, Alinean's founder and the ROI Guy, is transformative, specifically designed for marketers and sales enablement professionals to arm you with the insight and best practices to Fight Frugalnomics, break the status quo, and drive superior sales and marketing performance in 2012.TRANSCRIPT
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 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)
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 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
90% of Content not leveraged by sales 41% of marketers believe content ineffective
• 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
Click here to see an example >
Personalized Quantitative + Qualitative Compelling Insight
Benefit Estimators
Click here to see a sample >
Cost of “Doing Nothing” Benefits
Diagnostic Assessments
Issue Illumination Peer Comparisons Solution Guidance
Click here to see a sample >
Cost of “Doing Nothing” Benefits vs. Investment TCO Comparisons Key CFO Financials
Financial ROI / TCO Tools
Click here to see a sample >
Proof
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
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