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| | B2BMARKETINGSMARTS
OCTOBER 27, 2009 When using comparison charts hurts sales.
It’s a conflict that is often addressed in marketing conference sessions, and there are consulting firms that focus entirely on helping marketing and sales departments work as a team. What product features get their attention? Just like there are best practices for other marketing issues, there are those for using comparison charts. But I love salespeople. Not before.
| | THE ROI GUY
JANUARY 6, 2012 Happy New Year! Maybe not for IT Sales & Marketing
The New Year’s cheer didn’t last long for IT, as Gartner was quick to lower its global technology spending forecast, barely a week into 2012. Looking beyond 2012, Gartner also estimates continued headwinds, lowering future forecasts for 2015 downwards to 5% growth from earlier 5.4% Source: Gartner Says Worldwide IT Spending to Grow 3.7 growth forecasts. predictions.
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| | THE ROI GUY
JULY 5, 2011 IT Spending on the Rise, But Frugalnomics Still Reigns
The latest IT spending metrics have been released by Gartner, and the news is good for the second half of this year and 2011 overall. Gartner’s forecasts are up significantly from estimates earlier in the year, when 5.6 % growth for 2011 was the prediction, despite the disaster and perceived pause in the global recovery. In prior recoveries, it has been Enterprise Software that has led the way, as organizations sought an edge in productivity to capture recovery revenue opportunities. Worldwide IT spending is estimated to grow by 7.1% growth) and now again in 2011. 419 11.7
| | TOM PISELLO
AUGUST 20, 2010 Tom Pisello: The ROI Guy: Basic Content Marketing Trumps Social.
“Not only will you be perceived as an influential authority but you will gain credibility and trust without having to convince people to buy your product. Too often, product focused markets deluge customers with solution information without asking prospects what they “think they want that can solve their problems and as a result, the prospect connection is not made.
| | TOM PISELLO
NOVEMBER 4, 2010 Tom Pisello: The ROI Guy: IDC: Economic Buyers, Digital Overload.
In the early days of IT, product selling was prevalent, pitching products to innovators who were shown a product’s features and functions and then figured out on their own how to apply it to a pain / opportunity. Tom’s ROI and TCO experience began in 1993 with Interpose (acquired by Gartner in 1998). Frugalnomics in Full Effect: Forrester and Gartner.
| | TOM PISELLO
SEPTEMBER 17, 2010 Tom Pisello: The ROI Guy: The End of Marketing as We Know It.
With marketers who seem more focused on gaming the channels themselves than in the value of the dialogue being created, buyers are now inundated with more product related and meaningless offers than ever. To this end, are your marketing efforts connecting with these frugal buyers who don’t care about product features and benefits, and are instead value focused?
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TOM PISELLO Tom Pisello: The ROI Guy: Who Do You Trust? Industry Analysts.
| THURSDAY, JUNE 3, 2010
as trusted sources; consultants
, by only 2.2%. In the late stages of decision-making, the most trusted sources are peers (28.9%), industry analysts (20.0%), trade publications (11.1%), consultants
(8.9%) and search engine results (8.9%). From these results, it would appear that peer comparisons
and personalized benchmarks could be a great help in guiding decisions and winning trust in these later buying stages. Tom’s ROI and TCO experience began in 1993 with Interpose (acquired by Gartner
in 1998). Frugalnomics in Full Effect: Forrester and Gartner
. MORE >>
TOM PISELLO How Do You Get Started in Content Marketing?
| THURSDAY, NOVEMBER 18, 2010
Content marketing provides a means to break through the noise, providing the consultative
diagnostic and financial advice today’s buyer needs. At Gartner
, we always opined that “you can’t manage what you haven’t measured, so I suggest that the first content marketing step should be an inventory of what content already exists. This will include an understanding of what white papers, opinion posts, product
data sheets and case studies already exist and could be leveraged, and most importantly, will highlight what is missing. They do if they are. MORE >>
TOM PISELLO Tom Pisello: The ROI Guy: Can a Value Selling / Marketing Program.
| WEDNESDAY, AUGUST 4, 2010
Research shows that customers do not want generic messages or the hard sell, but instead want relevant and consultative
tips and advice. These tools can include interactive white papers, executive self-assessments, benchmarking comparisons
, ROI calculators and TCO comparisons
. Buyers noted a decided change in sentiment post assessment, driving the B2B vendor to be perceived as a strategic consulting
partner versus product
vendor. Moreover, the executive assessments continually led to multiple projects / product
sales at decidedly higher deal sizes. MORE >>
THE ROI GUY Tom Pisello: The ROI Guy: Value Selling Tools and the Buying Lifecycle
| MONDAY, JANUARY 17, 2011
Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons
. For sales teams, more advanced versions can be used to empower sales led workshops, helping to make sales more valuable again, and elevate perceptions from product
sellers to valued consultants
. Tom then served Gartner
as a Managing VP. Gartner
CIO Study Highlights Need for Outcome-Base. MORE >>
TOM PISELLO Tom Pisello: The ROI Guy: Selling to the Unreachables
| TUESDAY, JUNE 22, 2010
These executives are often looking for consultative
and prescriptive insight and advice. If your sales professionals are all ex-Mckinsey consultants
, this should not be an issue. Alinean helped created Infrastructure Optimization assessments, an online toolset that enables direct and partner account teams to assess the organizations current IT and business productivity
tool best practices, scoring the organization against a capability / maturity model. As SiriusDecisions points out, the engagement has to be Prescriptive, not Consultative
. Get to the single Sr. MORE >>
- Tom Pisello: The ROI Guy: IDC: Economic Buyers, Digital Overload. THE ROI GUY | THURSDAY, NOVEMBER 4, 2010
- Tech Media Publishers looking more Like Interactive Marketing. TOM PISELLO | WEDNESDAY, SEPTEMBER 29, 2010
- Attempt at Categorizing Technology for Managing the B2B Pipeline B2B MARKETING CONFIDENTIAL | MONDAY, NOVEMBER 20, 2006
- How Do You Get Started in Content Marketing? THE ROI GUY | THURSDAY, NOVEMBER 18, 2010
- Tom Pisello: The ROI Guy: How TCO is a common sense sales and. THE ROI GUY | WEDNESDAY, FEBRUARY 4, 2009
- Tom Pisello: The ROI Guy: Can a Value Selling / Marketing Program. THE ROI GUY | WEDNESDAY, AUGUST 4, 2010
- How TCO is a common sense sales and marketing Tool for Today’s Chaotic Economy TOM PISELLO | WEDNESDAY, FEBRUARY 4, 2009
- ClickInsights: How can B2B marketers use content effectively for demand generation? CONNECT THE DOCS | THURSDAY, AUGUST 27, 2009
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