Showing posts from November, 2011

How will the Economy Affect the Buyer’s Decision Process in 2012?

Anyone who has driven a corporate purchase decision knows that it can be a frustrating and long process, one which many buyers wish they could streamline. However, continued economic uncertainty will make this desire hard to fulfill.

Frugalnomics is in full effect, leaving few resources to evaluate opportunities and the organization risk adverse to change, giving more control to finance and requiring more economic justification on each proposal. Serious budget constraints make even high ROI projects hard to get approved.

Solution providers that can help facilitate this ever more difficult process will have an advantage in 2012. So let’s review each stage of the process, how the current conditions are making the journey more difficult, and how B2B solution providers can optimize their content and engagement practices to help facilitate and shorten cycles.

Optimizing Content to Facilitate the Economy-Focused Buyer’s Journey
The Buyer’s Journey represents a set of steps an organization nee…

CFOs are Large and in Charge of Buying Process in 2012

The financial relief most expected in 2011 never came, as the European debt crisis and US credit rating downgrade renewed pessimism, and may even be driving us to another recession. The continued economic uncertainty may define 2012, as “Frugalnomics” remains in full effect driving companies to be more spendthrift and risk adverse. To better manage spending and risk, finance is playing a more active role in most purchase decisions, this according to a recent study by CFO Magazine.

According to the 570 US executives surveyed, CFO Magazine reports that three-quarters of the organizations surveyed have increased the involvement of finance in the buying process, with the survey indicating that the top areas of involvement now include:

1.Developing/reviewing business and functional requirements (98%)
2.Preparing/reviewing financial justification and ROI analyses (95%)
3.Speaking with and evaluating prospective vendors (85%).
Of particular note, not only is the finance team involved in assuring…

Iron Mountain Cost Savings Advisor Interactive White Paper

Iron Mountain needed to better connect and engage with busy executives, to help these prospects understand the potential risk mitigation and costs savings from improving eDiscovery best practices.
Alinean worked with Iron Mountain subject matter experts to create the Cost Savings Advisor Interactive White Paper.
A few questions answered by the prospect produces a completely relevant, personalized and compelling 6-page white paper.
The Alinean powered Interactive White Paper campaign produced more qualified leads, better opportunities and shorter sales cycles than traditional white paper campaigns.
You can try the Interactive White Paper for yourself by clicking here.

4 Ways to Optimize Content for the Economy-Focused Buyer in 2012

Businesses entered 2011 with optimism that an economic recovery was at hand and anxiously put plans in place for much-needed new projects, a return to growth and innovation.

As we know, 2011 is best characterized by the recovery that never came. The Greek crises and European woes, U.S. debt downgrades, and budget conflicts all conspired to put a damper on the year and set a pessimistic stage for 2012.

Read this compelling Content Marketing Institute article to learn how the continued economic troubles drive our content marketing & sales enablement predictions for 2012:

Alinean Translates Fight Frugalnomics Momentum into Strong Third Quarter 2011 Performance

Demand for Interactive White Papers, Diagnostic Assessments, ROI Calculators and TCO Comparison Tools Drives Growth.

For 2011 Q3, we are delighted to announce the addition of six important new customers, two major partnerships, and several significant awards during the third quarter of 2011.

Building on demand for its Fight Frugalnomics movement, an initiative to arm sales and marketing with value-focused sales and marketing tools , Alinean added several new customers including NetSuite, IGT, Falconstor, Palo Alto Software, Xirrus and Lifesize. During the quarter, Alinean also expanded its partner community to include leading IT publisher IDG, and leading marketing automation firm Marketo.

"As the economic malaise continues through 2011, Frugalnomics remains in full effect, with more buyers continuing to guard budgets and demanding quantifiable business benefits from any new investments," said Tom Pisello, Chairman and Founder of Alinean. "Savvy B2B solution provider…

Integrate Value Marketing & Selling with CRM & Marketing Automation

Easy integration of value marketing & selling tools with CRM and marketing automation systems is essential to properly connect, engage and sell to today’s more empowered, skeptical and frugal buyers. With this integration, intelligence can be shared and leveraged, campaigns can be better targeted, and prospects can be better nurtured and engaged.

To empower this integration, Alinean announces the availability of a new version of the XcelLive platform (v5.3), adding Interactive Content Connectors (ICCs) to provide streamlined data exchange between Alinean sales & marketing tools and external applications, especially marketing automation & CRM systems.

The functions include Data-In, Data-Out, Single Sign-On (SSO), and Registration services, used to:
•Pre-populate profile data in Alinean tools
oFeed profile data from CRM / marketing automation system, registration, or web page
oReduce user data entry requirements
oAutomate analysis / report development
oSave users time and improve a…

Recovery Makes Selling IT Much Easier into 2012? Fahgettaboudit!

They said 2011 was going to be the year for IT execs to refocus on revenue growth versus cost savings, loosen budgets for backlogged / new projects, and return to innovation and growth. But that was then, and this is now. The now is after the U.S .credit ratings debacle, the European debt crises, renewed pessimism worldwide and, perhaps worse, a double-dip recession.

As 2011 unfolded, pundits’ predictions for significant IT spending growth were dashed. Forrester, originally estimating worldwide IT budget increases north of 7% at the start of the year, have now revised their predictions downward, as have many other analysts.

How can you align your IT sales and marketing strategy with these downward revisions to achieve sales and marketing success in 2012?

Click here to read this feature article:

SMBs a Bright Spot for IT Sales and Marketing into the New Year?

Hopes for the much anticipated economic recovery in 2011 were recently dashed as the European debt crisis proved worse than anticipated, and the US credit downgrade added additional uncertainty. As a result, several analyst firms have dropped their spending outlooks, and are predicting tight IT budgets for the New Year. IT solution providers are quickly reacting to the pessimistic forecasts with a sales and marketing strategy rethink – trying to appeal to today’s more stressed and frugal buyer.

But the news is NOT all bad. According to SpiceWorks latest State of SMB IT report, there was a 9% increase in second half 2011 budget forecasts, the highest planned budget uptick over the past two years. Despite all of the negative worldwide economic news and sentiment , and decided impact enterprise IT spending, small and medium business leaders are optimistic enough to grow IT spending further.

According to the 962 respondents, SMB IT spending on hardware, software and services has increased f…