Challenging Your Prospects From "Do Nothing" to Yes

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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 Carrière

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

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