Showing posts from May, 2011

Is Social Media ROI Achievable?

Achieving tangible value from social media remains challenging for the majority of CMOs according to a significant study from MarketingSherpa, however incremental investments “keep on trucking”, with over 1/3rd indicating spending increases of 20% or more through 2011, and 25% indicating spending increases well north of that.

Survey participants, 3,342 consumer and B2B marketers, indicated that, as budgets grow to more significant levels, Social Media accountability has become the highest priority. The top 3 priorities being:

1. Converting social media members, followers, etc. into paying customers,

2. Achieving or increasing measurable ROI from social marketing programs,

3. Achieving or increasing measurable lead generation from social marketing.

Studying the tactics that were most effective, highlights that although social media might appear easy on the surface, the most effective strategies require the highest level of effort, including:

1. Influencer / Blogger Relations

2. Bloggin…

Is Sales Enablement The New Number One Priority?

I had the pleasure of recently attending sales & marketing researcher SiriusDecisions’ 2011 Summit (Alinean has been sponsors of this event since its inception six years ago!)

During the conference SiriusDecisions polled the audience of 800 marketing and sales enablement executives with various questions, and one of the key questions posted to the audience at the conference kickoff was, “What were folks looking to get from attendance?”

I was surprised that the response was for Solving Sales Enablement Problems versus other marketing / sales challenges, networking and all other responses.

I think this is because sales is uniquely challenged today in the face of more empowered, skeptical and frugal buyers - a condition we have termed “frugalnomics.” It seems from our research and those from IDC, Forrester, and SiriusDecisions that buyer sentiment towards sales value-add is at an all time low, sales folks are being invited later and later into decisions .... it is not too farfetched …

Alinean Adds Six New B2B Customers During the First Quarter 2011

Leading Value-Based Interactive Tool Provider Maintains Significant Growth

ORLANDO, Fla., May 10, 2011 /PRNewswire/ -- Alinean, the leading creator of value-based interactive sales and marketing tools for business to business (B2B) solution providers, today announced the addition of six new customers during the first quarter of 2011, expanding its list of top B2B vendors who are improving sales and marketing effectiveness to a new breed of B2B buyers. Alinean has been selected to develop and power value-based interactive sales and marketing tool campaigns for customers including iPass, Maxeler and Verint.

"There has been a fundamental and permanent shift in buyers, who are more empowered, skeptical and frugal than ever before, a condition called 'frugalnomics'," said Tom Pisello, Chairman and Founder of Alinean. "As a result, leading marketers and sales enablement groups have recognized this change, using Alinean's solutions to become more interactive, prov…

Is Your Content Marketing Relevant to Buyers?

More than 1,100 North American marketers are spending 26 percent of their budget on content marketing projects, and 51 percent say they plan to increase their spend on content marketing over the next 12 months, according to Content Marketing Institute research.

Great, right? Not so fast according to CMI and IDC ….

Number One Sales Priority for 2011: Show Buyers the Money

Improving sales’ ability to show benefits / value to prospects is the number one tactic to drive B2B sales performance in 2011, according to a recent survey by CSO Insights.

With two economic downturns in the past decade, buyers have permanently and fundamentally changed, requiring that B2B solution providers prove the bottom-line impact, significant return on investment (ROI) and fast payback of any proposed solution. This condition, termed “frugalnomics”, requires that sales professionals adopt new tactics, to connect, engage and sell to today’s more economic-focused buyer.

Sales executives are recognizing the changing buyer landscape, and are seeking to re-engineer and empower sales professionals to meet the needs of these new buyers and effectively fight frugalnomics. According to CSO Insights, respondents decidedly indicate that improving the ability to show benefits/ value to prospects is the number one priority, In the technology sector for example, 29% of respondent indicated …

Optimize Content Marketing by Facilitating the Buyer’s Journey

Content marketing represents a significant investment, consuming over 26% of total marketing budgets annually, according to surveys of 1,100 marketers by the Content Marketing Institute. This already significant spending is increasing, with 51% of respondents indicating plans to increase their content marketing spend over the next 12 months.

However, even though budgets are significant and growing, marketers have serious doubts in the returns on these investments, with only 41% indicating that their content marketing efforts are effective.

Junta42 and MarketingProfs surveyed over 1,100 North American B2B marketers from diverse industries and a wide range of company sizes. The survey responses indicated a decided lack confidence in newer tactics like social media, blogs and videos, and even some stall worth tactics such as white papers and case studies.
Content Marketing: A Crises of ConfidenceExamining the sentiment in detail, 60% of respondents reported that efforts in new marketing ch…

Alinean Announces the CMO Challenge

Free Campaign and Marketing Optimization (CMO) Assessment Tool and Service to Optimize B2B Marketing Return on Investment (ROI)

Alinean announces the CMO Challenge, a free online assessment tool and service to help B2B marketers optimize the spending and practices of overall marketing groups, or individual campaigns. The assessment benchmarks an organization’s marketing or campaign spending, tactics, and effectiveness compared to peers and leaders. The resultant report identifies which tactics are currently being used to drive success, any gaps in these tactics and recommended improvement to drive higher marketing success.

Marketing budgets, although growing, remain under pressure from current market conditions and Frugalnomics, a market condition where executives require quantifiable proof that each investment will deliver tangible bottom line benefits, quick payback and a solid ROI. Marketing executives can use the CMO Assessment tool’s analysis report to optimize marketing spendin…

Alinean and Content Marketing Institute Launch Content Marketing Assessment Tool

Report Offers Industry Competitive Comparisons on Marketing Effectiveness

Alinean and the Content Marketing Institute (CMI), the go-to source for practical how-to content marketing advice and consulting, have announced the development and launch of a new Content Marketing Assessment Tool. The interactive assessment is designed to help B2B content marketers compare spending, tactics, effectiveness and success, benchmarked compared to peers.

The Alinean-powered Content Marketing Assessment Tool is based on the B2B Content Marketing: 2010 Benchmarks, Budgets and Trends report that surveyed over 1,100 North American B2B marketers.

The assessment is an 8- 10 minute survey with 20 questions that assesses the dimensions of a company's current B2B content marketing efficiency and effectiveness. The tool immediately provides personalized results comparing the marketer's responses to peers of similar industries and sizes in the form of a quick benchmark comparison and a 20-page detaile…