leveraging value marketing tools to generate more leads & sales ready opportunities
DESCRIPTION
Overview of the need for value marketing tools and demos of some great customer success stories and examples of interactive white papers, diagnostic assessments and ROI / TCO Calculators.TRANSCRIPT
Leveraging Value Marketing Tools to Generate More Sales Ready Opportunities
Thomas PiselloCEO & Founder
[email protected]@tpisellowww.alinean.com
(1) IDC Buyer’s Experience Survey – 2013(2) IDC BVS
More Empowered
More Frugal
More Complex
Do More with Less
Less Time / Resources
Less Budget
Less Risk Tolerance
50% more opportunities needed to generate same revenue1
65% indicate their content marketing is ineffective2
Same traditional content = Same results
(1) IDC BVS (2) CMI
Traditional White Paper downloads are on the decline3
(3) ZDE
Interactive White Papers ROI / TCO CalculatorsBenefits Estimators
+ Guaranteed leads program
20% - More captured leads
5% - Better conversion rates
$180,000 – Incremental Revenue from Guaranteed Leads Program
> $1.0 million - Incremental Revenue over 12 months
Assumes 150 guaranteed leads, 100 incremental leads per months ongoingAverage deal size = $75,000 , default demand waterfall metrics from SiriusDecisions
Five Steps to Value Marketing Success!
1 - Assess existing assets vs. New buyer requirements
2 - Identify value storytelling & justification opportunities
3 - Evolve current content portfolio
4 - Integrate across marketing & sales enablement
5 - With Intelligence & tracking -> Measure & improve
Value Consultants