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Happy New Year! Maybe not for IT Sales & Marketing

The ROI Guy

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.

IT Spending on the Rise, But Frugalnomics Still Reigns

The ROI Guy

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. This has led to a snapback in hardware spending in both 2010 (12.1% 419 11.7 846 6.6

Big Data is Buzzing, But Small Data Packs a Punch [Q&A]

Sales Intelligence View

Rand Schulman | Management Consultant, Efectyv Digital. For over two decades Rand Schulman’s area of interest and success has been in building organizations and products that disrupt old sectors and forge new ones. He was founder and CEO of one of the first SaaS-based web-analytics companies, Keylime Software (Yahoo!), and he led products and strategy at Webtrends.

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Tom Pisello: The ROI Guy: IDC: Economic Buyers, Digital Overload.

Tom Pisello

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: The ROI Guy: The End of Marketing as We Know It.

Tom Pisello

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?

Tom Pisello: The ROI Guy: Can a Value Selling / Marketing Program.

The ROI Guy

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. Moreover, the executive assessments continually led to multiple projects / product sales at decidedly higher deal sizes.

How Do You Get Started in Content Marketing?

The ROI Guy

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. But this is not the only way to get started.

How Do You Get Started in Content Marketing?

Tom Pisello

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. Do White Papers Still Engage?

Tom Pisello: The ROI Guy: Can a Value Selling / Marketing Program.

Tom Pisello

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. 2. Tom’s ROI and TCO experience began in 1993 with Interpose (acquired by Gartner in 1998).

Tom Pisello: The ROI Guy: Value Selling Tools and the Buying Lifecycle

The ROI Guy

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. Tom then served Gartner as a Managing VP. Gartner CIO Study Highlights Need for Outcome-Base. Latest Research.

Tom Pisello: The ROI Guy: Selling to the Unreachables

Tom Pisello

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. The current way to sell is a consultative sales methodology – let the customer speak as much as possible about their issues, asking many questions to learn about pain points and provide advice.

Tom Pisello: The ROI Guy: IDC: Economic Buyers, Digital Overload.

The ROI Guy

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. Tom then served Gartner as a Managing VP. Gartner CIO Study Highlights Need for Outcome-Base. Content is King?

Tom Pisello: The ROI Guy: Who Do You Trust? Industry Analysts.

Tom Pisello

Search engine results were cited by only 4.4% 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%). Tom’s ROI and TCO experience began in 1993 with Interpose (acquired by Gartner in 1998).

Tech Media Publishers looking more Like Interactive Marketing.

Tom Pisello

Starting research practices Inventing social media consultancies and services Developing and delivering lead generation microsites and webinars, executive assessment tools, interactive white papers, ROI / TCO calculators This shift is permanent and important, impacting sellers and buyers of technology, as well as the publishing and interactive marketing landscape. That was pretty much it.

ClickInsights: How can B2B marketers use content effectively for demand generation?

Connect the Docs

prospect sitting squarely in status quo is not likely to be scouring the Internet for comparison reviews of a solution. Influence: your prospects are driven to promote this knowledge to others in their organization and drive interest and buy-in for your product or service. NOTE: generic product, not our product. Read on to get their insights. Blogs. via Beth Harte).

Attempt at Categorizing Technology for Managing the B2B Pipeline

B2B Marketing Confidential

Updates since original post in red. I’ve been trying to categorize all the technology that’s available out for B2B marketers into neat buckets. I’m sure Forrester and Gartner have done much better jobs at this than I have, but their reports cost money. Check out his post for a comparison of Informatica and IBM Information Integration. Latest update: 11-29-06.

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