Showing posts from January, 2016

The Winner? Interactive Content Ignites Demand and Fuels Engagement

Although 67% of your prospects rely on contentto conduct research and guide purchasing decisions, 74% indicate they have less time to view content now than they did a year ago (DemandGen Report).
It’s no wonder that business buyers are extremely selective about the content they consume, and why your content may be left out in the cold. Prospects are receiving 32% more vendor communications than just 2 years ago (SiriusDecisions), and with less time than ever, 2015 saw a 21% decline in content marketing effectiveness (Content Marketing Institute).
Your prospects are drowning in a sea of look-alike content, so sending out more white papers (the crack cocaine of marketing) and other types of passive content won’t help you meet your lead-gen and sales revenue goals.
What can you do to stand out from the crowd, and most importantly, be more effective?
Research by DemanGen Report indicates that interactive value-focused content can lead the way to more leads, better engagement and higher conv…

The Importance of Getting Your ROI Selling Right

If you think your clients are more ROI focused, and that your ability to deliver financial justification can assure greater success, new research proves you right.
The ability to effectively communicate and quantify your value is not new, and has been part of professional selling for a long time. However, according to new research from MHI Global, “as buying cycles lengthen and decision dynamics become more complex, identifying and calculating the costs and benefits of any product or capability have grown in importance”.
In fact, the demand for ROI calculations has increased more than 50% over the past five years.
The reason for the increased importance on ROI? Customers have changed. They’re more empowered, skeptical and frugal. There is more internal pressure on buyers to validate and defend business decisions and deliver value for their organization.
Often, the stakeholders’ jobs are on the line if they invest too much and can’t prove the value delivered. As a result, customer’s expect…

Top 5 Articles of 2015 to Get You Ready for the New Year!

As we look forward to a great 2016, what lessons can we learn from the past year?

Here's a round-up of the top five most popular articles from the Alinean team, all with significant guidance for the New Year:
1)  Death of a Salesman? Forrester says Yes (at least 1 in 5 at risk)!
2)  End Death by PowerPoint and a 1,000 White Paper Cuts
3)  TCO is so 1990s. Why TCS is the new TCO.
4)  Three Challenges that will impact your 2016 IT Sales and Marketing Plans
5)  What do Myth Busters, B2B Sales Reps and Real Estate Agents have in Common?