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Tom Pisello: The ROI Guy: Do White Papers Still Engage? They do if.

Tom Pisello

Tuesday, September 28, 2010 Do White Papers Still Engage? Let us examine one of the most important tools to engage buyers, white papers, and new best practices to help evolve this traditional medium into an effective selling machine. Do White Papers Still Rule? It’s no longer good enough to have a one size fits all approach to white paper content.

Tom Pisello: The ROI Guy: Do White Papers Still Engage? They do if.

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. Tuesday, September 28, 2010 Do White Papers Still Engage? Do White Papers Still Rule?

Tom Pisello: The ROI Guy: Alinean Launches Interactive White Papers

Tom Pisello

Wednesday, October 13, 2010 Alinean Launches Interactive White Papers Overcomes Marketing Information Overload, Transforming Traditional White Papers into Dynamic, Personalized Engagement Tools Alinean, the leading creator of value-based interactive sales and marketing tools for B2B vendors, today launched a new demand generation tool for B2B marketers – Alinean Interactive White Papers.

B2B Marketing’s Measurement Problem

Digital B2B Marketing

No one makes a million dollar decision based on one white paper, one email or one Google search. It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead? Beyond cold, these leads may frozen solid. The image is Forrester’s reimagined sales funnel. Your Turn.

Feeding Sales Is a Process, Not a Project.

Sales Engine

They develop white papers, email campaigns, go to trade shows, and —well, you know, execute on lots of projects. When it’s all over, you ship the booth and collateral boxes home and collect the leads for sales. The world has changed, and the internet is now crushing a sales rep’s ability to generate their own leads. The buyer has WAY more control than they used to.

B2B Lead Generation without Lead Nurturing is Doomed to Fail

Industrial Marketing Today

Here’s the shocking reality of B2B lead generation – 79% of marketing leads never convert into sales opportunities. B2B marketing and lead generation experts point to a lack of lead nurturing as the primary cause of this poor performance. Why is lead nurturing important? Handing off these semi-qualified and not sales ready leads to sales before adequate lead nurturing only reinforces the impression that “marketing generates crappy leads.”. So, less than 10% of all leads are actually followed up.”. What is lead nurturing?

3 Sure-Fire Tactics to Attract More Leads (and Be Better Looking)

Marketing Action

In most cases, “somewhere” is the top of the funnel with lead generation. (It’s no mistake that most organizations spend the largest chunk of marketing budget on acquisition.) There are countless ways content marketing is used to generate leads. Here they are, including three ways to use each tactic to attract leads and entice them into your funnel. TACTIC 1: Search Marketing.

What the 2015 Holiday Shopping Season Can Teach Us about the New Buyer’s Journey

Act-On

This graphic from Forrester shows how the buyer now moves freely (and unpredictably) throughout the Buyer’s Journey. Image Source: Forrester). They lead busy lives, and when confronted with a pain point (e.g., Download the white paper on Six Best Practices for Creating a Content Marketing Strategy. 3. Prioritizing Content & Lead Scoring. And so on.

Tom Pisello: The ROI Guy: Forrester announces Sales Enablement.

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. according to Forrester. White Papers are Influence Kings, But Need Persona. Latest Research.

5 Myths of Social Media Marketing

Marketing Action

2014 report from Forrester found that 26 out of 30 B2B companies failed to create compelling content that engaged their audiences , losing sales and buyers to competitors in the process. Not so, says that Forrester report. Myth #3:  Social Media is Only about Lead Generation. Have you tied your social media efforts to a positive ROI? adult. Other telling statistics?

18 of the Best Content Marketing Strategy Guides of 2013

Webbiquity

The number of Google searches for the phrase have increased 400% since January 2011. Noting that “The old adage — build it and they will come — doesn’t work for content marketing,” Laurie Sullivan reports on Forrester Research guidance on building a content distribution strategy to overcome the glut on content online. But where does one begin?

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The B2B Marketing Guide to Paid Content Distribution

Digital B2B Marketing

Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. Following the lead of Forbes and others, many B2B trade publications are rolling out their own native publishing programs. Google. Google still reigns as the king of search with approximately two-thirds of all US searches. Social Advertising.

87 New (Really) Marketing Automation Stats

Marketing Action

Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”. You can find it in the Q2 2011 Forrester Wave™ report.). Lead & Relationship Management. Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). White papers (58%). hours.

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Tom Pisello: The ROI Guy: Frugalnomics in Full Effect: Forrester.

Tom Pisello

Wednesday, October 20, 2010 Frugalnomics in Full Effect: Forrester and Gartner Downgrade IT Spending Outlook In the latest research from Gartner and Forrester, both IT research firms revised their annual spending projections over the next few years, predicting lower budgets and slower growth. Forrester Research: More Optimistic, But Less So Forrester Research has updated its U.S.

Tom Pisello: The ROI Guy: The IT Hierarchy of Needs: Categorizing.

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. Following such generalized advice can lead to spending misallocation and competitive disaster. Got Leads?

Forrester announces Sales Enablement Conference focused on Selling.

Tom Pisello

Thursday, September 09, 2010 Forrester announces Sales Enablement Conference focused on Selling into the New Economy We were excited to hear that Forresters first Sales Enablement Conference will be focused on Selling into the New Economy. According to Forrester, "In todays dramatically changing world, many of you are also at a metaphorical fork in the road. Powered by Blogge

70 New (Really) Marketing Automation Stats

Marketing Action

Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”. You can find it in the Q2 2011 Forrester Wave™ report.). Lead & Relationship Management. Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). White papers (58%).

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Tom Pisello: The ROI Guy: Forrester and IDC think Sales Enablement.

Tom Pisello

Sunday, August 15, 2010 Forrester and IDC think Sales Enablement is a Big Deal. and We Agree! A new role has emerged at many leading B2B companies, Sales Enablement, and recent research from Forrester and IDC proves this new sales enablement practice as the key linchpin required to help a B2B company bridge the gap between their business strategies and how they execute in the field.

Do you deliver more Customer Bottom-line Impact than the Competition?

Tom Pisello

visionary CMO presenting to other leading marketers recently asked the question: "Do you deliver more customer bottom-line impact than the competition?" Leading B2B companies are focused on making their customers more money than their competitors and getting their fair share. Frugalnomics in Full Effect: Forrester and Gartner. Do White Papers Still Engage?

The Role of Emotions in B2B Marketing: Telling a Story, Making a Sale

Marketing Action

Google’s  research  with  Motista  and  CEB  shows that emotions and branding are very much connected. Watermark Consulting studies the cumulative total stock returns for two model portfolios (comprised of the Top 10 [“Leaders”] and Bottom 10 [“Laggards”] publicly traded companies in Forrester Research’s annual Customer Experience Index ranking. And you’re not alone.

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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. The tool suite results in over 1,000 leads per month, with estimated 4 to 5% conversion rate of leads to sales.

Tom Pisello: The ROI Guy: Alinean Powers Eight More B2B Assessment.

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. White Papers are Influence Kings, But Need Persona. Frugalnomics in Full Effect: Forrester and Gartner.

Tom Pisello: The ROI Guy: Predictions for 2011: The End of B2B.

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. White Papers are Influence Kings, But Need Persona. Frugalnomics in Full Effect: Forrester and Gartner.

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. White Papers are Influence Kings, But Need Persona. Frugalnomics in Full Effect: Forrester and Gartner.

Digital Marketing Glossary, Part 1

Marketing Action

read not long ago that a lot of folks confuse or conflate “lead generation” with “demand generation.” Above the fold : This term originated in newspapers: important stories ran “above the fold” so that they could be read while the paper was folded. AdWords: Google’s pay-per-click (PPC) search-engine marketing (SEM) program. Google’s famously has more than 200 major components.

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Five Reasons You May Not Be Spending Enough on Content Marketing

Tom Pisello

Marketers are scrambling to address the power shift and overcome lead generation and conversion issues by delivering more content and tools over more channels to actively engage ever more empowered, skeptical and frugal buyers. According to Forrester’s Mr. Santucci, the Frugalnomics focus has significant and fundamental strategy implications. Do White Papers Still Engage?

Tom Pisello: The ROI Guy: Hard and Soft ROI - The differences and.

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. Most revenue benefits like improving lead conversion rates or reducing sale cycle length 2. Latest Research.

70 New (Really) Marketing Automation Stats

Marketing Action

Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”. You can find it in the Q2 2011 Forrester Wave™ report.). Lead & Relationship Management. Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). White papers (58%).

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Tom Pisello: The ROI Guy: Marketing Hierarchy of Needs: Achieving.

Tom Pisello

According to research from IDC and Forrester, marketing spending is anticipated to increase between 3 to 5% for 2011. For example, we see many firms that have neglected lead handling operations, launching marketing campaigns, but not having an adequate back end system to centrally capture and nurture the leads to close. Frugalnomics in Full Effect: Forrester and Gartner.

Tom Pisello: The ROI Guy: TCA Champ - Oracle or Microsoft SQL Server?

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. Two of the leading choices are Microsoft SQL 2005 and Oracle Database 10g. Do White Papers Still Engage?

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

Tom Pisello

Research has revealed that buying cycles have changed dramatically through the Great Recession, as: 62% of technology vendors need more leads in order to generate the same amount of sales; 72% indicate an increase in buying cycle time over the past 6 month, while the buying cycle timeframe has increased over 10% in the past 12 months. Frugalnomics in Full Effect: Forrester and Gartner.

Tom Pisello: The ROI Guy: Predictions for 2011: The End of B2B.

Tom Pisello

From our research and best practices work with leading B2B sales and marketing groups, Alinean provides its top 5 predictions for 2011: 1. Tom’s latest endeavor, Alinean, was founded in 2001 to develop SaaS software for changing the way B2B sellers reach frugal buyers with interactive white papers, assessment, ROI and TCO tools. Do White Papers Still Engage?

Tom Pisello: The ROI Guy: Don't Just "Sell the Problem", Quantify It

Tom Pisello

This is a big leap to expect any buyer to take, and few make it, leading to stalled sales processes, and elongated sales cycles. Tom’s latest endeavor, Alinean, was founded in 2001 to develop SaaS software for changing the way B2B sellers reach frugal buyers with interactive white papers, assessment, ROI and TCO tools. Frugalnomics in Full Effect: Forrester and Gartner.

Tom Pisello: The ROI Guy: Basic Content Marketing Trumps Social.

Tom Pisello

Leading B2B marketers have recognized this issue, and many have evolved their legacy product focus approach to Solution Selling, creating a dialogue for prospects to communicate their issues, and attempting to align solutions with pain points. Frugalnomics in Full Effect: Forrester and Gartner. Do White Papers Still Engage? How Do You Get Started in Content Marketing?

Trend Micro Risk and Compliance Assessment tool (powered by Alinean)

Tom Pisello

Tom’s latest endeavor, Alinean, was founded in 2001 to develop SaaS software for changing the way B2B sellers reach frugal buyers with interactive white papers, assessment, ROI and TCO tools. Frugalnomics in Full Effect: Forrester and Gartner. Alinean Launches Interactive White Papers Marketing Hierarchy of Needs: Achieving Marketing. They do if they are.

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

Tom Pisello

According to IDC research, 62% of B2B vendors now need more leads in order to generate the same amount of sales, and 72% indicate an increase in sales cycle time over the past 6 months. Although a challenge, it is clear that overcoming these issues can improve qualified lead generations, drive more conversions, and reduce lenghthening sales cycles. Do White Papers Still Engage?

Industrial and B2B Customer Engagement Simplified

Industrial Marketing Today

Some B2B marketers are using more sophisticated ROI measurement tools to track activities over the entire life cycle of a lead. For example, at Sopheon , a software provider, measures qualified leads by their source, their region, volume per region, the speed of aging, movement through the sales cycle and other metrics. Let’s see how Google Analytics can help you do just that.

IT recovery full speed ahead. IT vendors, are you ready?

Tom Pisello

SearchCIOs latest survey on IT budgets and spending priorities confirms reports from Forrester, Gartner and other analysts, that the IT spending recovery in 2010 is upon us. The three highest priorities are storage, enterprise applications and servers, with enterprise apps clearly leading as most important (32% of respondents). Frugalnomics in Full Effect: Forrester and Gartner.

Accelerate Slow Sales Cycles with More Sales Enablement Investments?

Tom Pisello

Joe Galvin, an ex-colleague at Gartner and VP and Research Director with SiriusDecisions, a leading research consultancy in the sales and marketing space, said sales enablement and knowledge management “have now become required components&# of a sales and marketing technology infrastructure. Frugalnomics in Full Effect: Forrester and Gartner. Do White Papers Still Engage?

B2B Companies are Really Content Companies, But is Content.

Tom Pisello

Delivering interactive white papers, executive assessment tools, and calculators can deliver the customized content that buyers demand. Tom’s latest endeavor, Alinean, was founded in 2001 to develop SaaS software for changing the way B2B sellers reach frugal buyers with interactive white papers, assessment, ROI and TCO tools. Do White Papers Still Engage?

Demand Generation In the Face of Frugalnomics and Internet Fueled Decisions

The ROI Guy

Frugalnomics Changes Everything According to Forrester analyst Scott Santucci, "Go-to-market models always change during periods of disruption, and this economic downturn has been deep, long, and might not even be over. Studies indicate that 9 out of 10 buyers consumed and relied on content on their way to a purchase decision: especially white papers, eBooks, webinars, interactive analysis tools, podcasts, and video clips. According Mr Ogden, “7 out of 10 buyers say they start their buying process at vendor sites, not Google.”

How To Create A Know-It-All Company - CIO.com - Business Technology Leadership

Buzz Marketing for Technology

White Papers |. Six Techniques to Get More from the Web than Google Will Tell You. src = [link]. }. ); WHITE PAPERS. Find out why a new study picks Googles Messaging Security over competitors. Salesforce for Google Apps Webcast. Get instant email notifications by topic when white papers, webcasts, and case studies are added to our library. WHITE PAPERS. Find out why a new study picks Googles Messaging Security over competitors. Forrester Wave: Service Desk Management Tools, Q2 2008. src = [link]. }.

Crunchy, salty, nutritious news & views on B2B marketing for technology companies | Velocity - the B2B marketing acceleration agency for technology companies

delicious b2bmarketing

Home > Our blog HOME | RSS FEEDS | SITEMAP | CLIENT ZONE | CONTACT US Our blog About Velocity Our clients What we do Who we are Recent posts The white paper is dead…or is it? presented a webinar the other day where I stated that while white papers are still the staple of content marketing, they’re getting really stale as a communications vehicle for B2B. A few people were so incensed they contacted me to say I was talking nonsense. Google has dis-intermediated the content business. Lots of white papers and thought leadership content.

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