With today's more empowered, skeptical and frugal buyer, a condition we call Frugalnomics, it is imperative that sales and marketing evolve from pitching product pitches to communicating and quantifying value and ROI. This blog is dedicated to bringing value to every customer conversation, discussing next practices in value messaging, tools and training for B2B marketing and sales. The Frugalnomics Survival Guide book is available at: http://FrugalnomicsSurvivalGuide.com.
A sales team has learned that three prospects are in immediate need of tools for a critical building project. It’s been some time since such an opportunity has been available, and the sales team springs into action with three different strategies.
Read this story to find out which one succeeds and how all three learn a valuable lesson!
If centralized IT departments think they are losing control, they are. Central IT budgets have been constrained for the past four years, resulting in a backlog of business projects. This has propelled business units to work “outside the system” to procure the applications they need to succeed, boosting what is commonly known as “Shadow IT.”
Fueling the rogue spending are the ease with which SaaS applications can be procured and delivered, and the proliferation of mobile devices, which have proven more difficult to govern.
How big is the problem, and how can IT fight back?
This time of year business travel is more painful than ever, especially with weather related travel delays, packed flights and holiday travelers.
Monica Liming-Hu from AT&T ponders some good questions about technology as an alternative for business travel.... Have you had a challenge convincing your boss that there are still ways to meet effectively face to face with a client, while staying in the office? Are you considering this an effective way to get the job done and still save the company money? Have you found yourself wanting to do the right thing and “do your part” by helping to reduce the production of greenhouse gas emissions (GHG) from your business travel?
Working with Alinean, we developed a tool for AT&T to help businesses quantify the value of technology which can provide a better solution than travel in many cases. The tool helps predict and measure savings both in terms of money and GHG, to help you convince your boss that staying grounded, yet still being able …
Marketers continue to invest a substantial portion of their marketing budget on content, with new research from the Content Marketing Institute and MarketingProfs indicating that content currently consumes 26% of marketing budgets on average. According to the study of over 1,000 marketers, this spending is not only significant, but expected to increase for 60% of the respondents over the next year.
The large and growing investments highlight the important role content continues to play in the marketing mix, being used by most to fuel purchase decision making.
However, marketers do indicate that even with substantial and increased budgets in 2012 to support content development and distribution, their number one challenge remains producing the right type of content that effectively engages prospects and customers (41%).
And the challenges don’t end there. Results indicate a continued and decided crisis in confidence with content marketing, with close to half of marketers indicating that s…
Survey after survey of IT executives indicates that Cloud computing ranks as one of the top strategic technologies. This prioritization makes it important for IT decision makers to quickly and clearly understand the available Cloud solution options, design considerations, deployment requirements, economic impacts and more.
Cloud computing is also one of the most hyped new technologies, leading to a decided lack of clarity. Certain bold statements making the case for Cloud computing, like “The Cloud will definitely reduce your IT costs!” or making the case against Cloud computing, like “The Cloud is not secure” should not be taken at face value.
Like most dramatic statements, these are likely to gain attention, even headlines in the media, and then rise to the status of truth.Most likely there are some facts and more than a fair share of hot air behind these claims. In fact, many of the claims are baseless unless effort is made to create accurate research and economic-justification mode…
Frugalnomics makes it harder to connect, engage and sell without the right content and toolsAlinean, the leading creator of interactive content marketing and diagnostic sales tools for business to business (B2B) solutions, today announced its annual sales and marketing predictions for 2012 with serious implications. The much-sought economic relief in 2011 never arrived, setting the stage for a budget constrained, frugal 2012. This condition, termed Frugalnomics, means that buyers are overloaded and forced to do-more-with-less, uncertain about their budgets, and required to financially justify new investments. As a result, sales and marketing must quickly evolve engagement techniques to meet economic-focused buyer demands.
"Frugalnomics defines 2012, with buyers requiring that each investment deliver tangible bottom-line impact, superior ROI, and faster payback," according to Tom Pisello, the ROI Guy and Chairman / Founder of Alinean. "Successful B2B sales and marketing …