Generate more demand. - Personalize to connect better with overloaded / skeptical buyers - Engage better with diagnosis and value quantification - Drive 50% more leads than traditional content marketing - More quickly advance prospects through buying lifecycle - Double number of visitor to buyer conversions Sound impossible? It's not with Alinean Demand-Gen Tools.

1. TOM PISELLO, Chairman & Founder
Blog: http://tompiselloroiguy.blogspot.com/
Twitter: @tpisello
http://www.alinean.com
http://www.fightfrugalnomics.com
Marketing to Today’s Economic-Focused Buyer:
Driving More High Quality Leads with Value-Focused Tools

2. Today’s Economic-Focused Buyer
© 2011 Alinean, Inc.
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3. The Economic-Buyer
• Size
Harder to Reach
More Skeptical Outcome Focused Stalled Deals
of Claims
More Leads to Close Same Longer Sales Cycles
Harder to
Amount of Business
Engage
© 2011 Alinean, Inc.
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4. Buyers Research Purchases Independently and Online
Internet-fueled Buying Cycles
100%
90%
80%
70% 55% 58%
71%
60%
Web
50%
Direct Mail
40% Email
19% Events
30% 21%
20% 11% 14%
9%
10% 6%
15% 12% 9%
0%
2009 2010 2015
Source: SiriusDecisions 2010
© 2011 Alinean, Inc.
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5. Buyer Skepticism – Trust 3rd Parties vs. Vendors
Internal Events / Triggers Drive Early Stages of Buying Cycle
Most often
selected
3rd Parties such as Peers, Analysts & Trade Pubs Most Influence – Mid / Later Stages
35%
30% Internal events/triggers
25% Peers
Industry analysts
20%
Trade publications
15%
Search engine results
10%
VARs/Partners
5% Consultants
0% Vendors
Early Middle Late
Source: SiriusDecisions 2010
© 2011 Alinean, Inc.
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6. Information Overload Rising / Effectiveness Declining
Campaigns Received Per Week
60%
50% Average 2006: 15.4 campaigns
50% Average 2010: 20.3 campaigns
40% 32% increase
40% 37%
30% 28%
20%
10% 11%
10% 6% 6%
3% 3% 3% 3%
0%
1 to 10 11 to 25 26 to 40 21 to 50 51 to 75 75+
2006 2010 Source: SiriusDecisions 2010
62% of B2B vendors need more leads in
order to generate the same amount of
sales
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© 2011 Alinean, Inc.

7. Successive Downturns Cause Fundamental & Permanent Change
B2B Spending Annual Growth
12.0%
10.0%
Tech Bubble
8.0%
6.0%
Great Recession
4.0%
2.0%
0.0%
-2.0% 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
-4.0%
-6.0%
-8.0%
IDC 2010
IDC historical spend
Forecast compiled from IDC, Forrester, Gartner and Goldman Sachs
Two successive downturns in past 10 years have permanently changed buyers
Affected technology marketplace first:
 Prior: Innovation, growth, time to market, features / functions drove purchases
 After: Saving money, bottom-line impact, best value and fast payback
“Great Recession” downturn reinforcing / accelerating this fundamental change
 All areas of economy impacted for all of B2B purchase decisions © 2011 Alinean, Inc.
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8. CFOs Gain More Control
• CFOs responsible for more groups
• Taking control of strategy + buying-
cycle
• Uncover Issues
• Set priorities
• Specify potential solutions
• More financial due-diligence on all
purchases
• Require formal business cases
• Seek lowest price, lowest risk /
best value solution
© 2011 Alinean, Inc.
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9. Frugalnomics: the new mantra for B2B Buyers
On average 90% of corporations surveyed require
Quantifiable benefits
quantifiable proof of bottom-line benefits on most
are mandatory
projects.
Two-thirds (65%) of buyers indicate that they do not
Quantifying value is
have the knowledge or tools needed to do business
difficult for buyers
value assessments and calculations.
Buyers turn to vendors 81% of buyers expect vendors to quantify business
for value proof points value of proposed solutions.
Most trusted sources are: Industry Analysts (31.4%),
Third party validation is and Peers (28.7%).
essential
Vendors lag as a trusted source for only 8.1%.
Source: IDC 2010, survey of 200 B2B buyers,
Sirius Decisions 2010 B-to-B Buyer Survey on trusted sources.
© 2011 Alinean, Inc.
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10. Fight Frugalnomics with Value Marketing
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.
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11. Fight Frugalnomics with Value Selling & Marketing
Product Focus Solution Focus Value Focus
Discussion: Discussion:
Discussion:
• Customer knows issue • Prescriptive & Quantified
• Customer knows issues &
• Tie features / functions to desired outcome • Discover… Is customer
needs aware of issue?
• Questions to discover pain
• Compares product points
alternatives • Diagnose… How bad is it?
• Feature • Function • Price • Recommend solution to • Quantify … Value of change
solve pain
• Compare … Value vs. Status
Drive: Sales-Led: Product Drive: Sales-Led: Pain-Point Quo / Competition
Driven Driven
Drive: Customer /
Diagnostics-Led: What is
issue & outcome / value of
change?
Solution
Vendor Trusted Advisor 11
Provider © 2011 Alinean, Inc.

12. Value Marketing: How Companies Buy vs. How to Market / Sell
Loosening
of the
Status Quo
Discovery
Committing to
Change
Prospect
Exploring
Lead Possible
Solutions
Consideration
Marketing Qualified
Lead Committing
to a Solution
Sales Qualified Lead
Justifying
the
Decision
Opportunity
Decision
Making
the
Close
Selection
Traditional Marketing Cycle SiriusDecisions Buying Cycle
© 2011 Alinean, Inc.
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13. Content Marketing Strategy and the Buying Lifecycle
BUYING CYCLE
NEW CONCEPT
NEW PARADIGM
ESTABLISHED MARKET
Loosening Exploring Committing Justifying
Committing Making the
of the possible to a the
to change selection
status quo solutions solution decision
Reputation Demand Creation Sales Enablement
Content Marketing Strategy Vendor Selection
Education Solution
Help Align
Align
buyer solution
Create problem Demonstrate
identify with Validate/
awareness with core features
needs in specific reinforce
around a new business and
solving sets of choice
problem issues; drive functionality
the business
urgency
problem needs
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Source: SiriusDecisions 13
© 2011 Alinean, Inc.

14. Discovery
Risk adverse / overloaded
Loosening
of the Easier to do nothing than change
Status Quo
Don’t have time to fully understand
Discovery issues
Committing to
Change Executive driven / CFO aligned
Internet fueled via 3rd party sources
Exploring
Possible Sales often not engaged yet
Solutions
Consideration
Committing
to a Solution
Justifying
the
Decision
Decision
Making
the
Selection
© 2011 Alinean, Inc.
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15. Whitepapers Remain Most Valuable Demand-Gen
Tool
• 84.1% buyers use white papers during the buying journey (most used)
• Average of 3.2 white paper downloads per month (very active)
• Leveraged throughout the buying lifecycle:
– Discovery
• 35% for awareness and finding ideas to challenge status-quo
• 33% for finding solution options
– Consideration -23% for creating a short list of vendors and vendor
evaluation
– Decision - 10% for making a final decision
BUT, utilization and frequency of use are DOWN year over year…
Need something newer, more personalized / dynamic to break through the
clutter and renew relevance to more skeptical / frugal buyers ….
Source: Ziff-Davis Enterprise
© 2011 Alinean, Inc.
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16. Discovery – Connect and Engage with Interactive White Papers
• One-to-One personalized white
paper
• Customized dynamically from a
few data points
• Registration profile (if
available)
• Quick survey
• Uses data to personalize report
• Qualitative Information
• Quantified Results
• Produces customized PDF
• Download or E-mail
© 2011 Alinean, Inc.
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17. Personalizing via Profile
Entice with Abstract
Collect / Confirm
Personalization Data Points
from User:
• Industry
• Location
• Size
• Stage in Buying Cycle
• Role in Buying Cycle
• Pain Points
• Asset Survey
© 2011 Alinean, Inc.
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18. Intelligent / Personalized Report
• See Some Basic Results On-
Screen As Data Is Entered
• Download or E-mail PDF
Personalized White Paper
• Register Prior to Download
• Capture Lead and Intelligence
• Customize contact profile
• Intelligence from pivot point
profiling
• Usage reporting
• Integrate with lead nurturing
system
© 2011 Alinean, Inc.
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19. Discovery – Connect and Engage with Interactive White Papers
• Break through the Noise!
• Generate More Leads vs.
Traditional White Papers
• Engage and Educate
• Reduce Sales Cycles
• Drive more Sales
• Engage
• Personalized
• One to One Dialogue
• Research Based
• 3rd Party Credibility
• Improved Intelligence via Profile
• Improved Usage Tracking
© 2011 Alinean, Inc.
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20. Discovery - Diagnose with Assessment Tools
– Survey current opportunities,
spending and practices
– Diagnose issues
– Benchmark status quo versus
competition and leaders
– Recommend improvement strategies
– Map solutions to improvement
strategy
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© 2011 Alinean, Inc.

21. Profile for Benchmarking
Benchmark comparisons
Typically by industry, location and size
© 2011 Alinean, Inc.
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22. Survey
Survey Questions – Multiple Choice, Pull-downs, Quantifications, Rankings
Spending, Sentiment or Current Practice Questions
© 2011 Alinean, Inc.
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23. Diagnostic Assessment Results
Compare current responses vs. peer averages and leaders
Drive priorities through benchmark comparisons
Intelligently recommends solutions to resolve most pressing issues
Recommends next steps in buying lifecycle
© 2011 Alinean, Inc.
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24. Personalized Report
Register Prior to Receiving Report
Executive Summary & Expanded Analysis in PDF report.
© 2011 Alinean, Inc.
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25. Discovery - Diagnose with Assessment Tools
– Connect better with frugal / skeptical
executives
– Engage earlier in decision making
cycle
– Provide Cx / Sr level executives with
reason to break status-quo
– Establishes urgency of resolving these
issues over others
– Reduces time to realize issues and
commit to change
– Elevate relationship from Vendor to
Trusted Advisor
– Improves competitive position
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© 2011 Alinean, Inc.

26. Consideration
Loosening
of the
Status Quo
Discovery
Committing to
Change
Recommend solutions to address
issues / goals
Exploring
Possible Quantify the cost of doing nothing
Solutions
Make the case for change
Consideration
Committing Quantify rewards vs. risks
to a Solution
Make project a priority
Justifying
the
Decision
Decision
Making
the
Selection
© 2011 Alinean, Inc.
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27. Consideration : Justify Change with ROI Analysis
– Highlight costs for status quo, quantifying
the “cost of doing nothing”
– Quantify the business benefits / savings for
each stakeholder
– Keep it Simple, But Credible
– 3rd party validation to improve credibility
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© 2011 Alinean, Inc.

28. Profile
Profile current environment and opportunity
Keep simple (<10 data points maximum)
Key defaults provided from research to streamline discovery
© 2011 Alinean, Inc.
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29. Calculate and Illuminate Benefits
Applying research and case studies estimate savings / benefits.
Don’t usually communicate ROI unless pricing / investment included (optional)
Interactively provide what-if scenarios
© 2011 Alinean, Inc.
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30. Call to Action and Next Steps
Promote Registration and Download / E-mail PDF Report
Highlight Additional Next Steps, Including Sales ROI Workshop
© 2011 Alinean, Inc.
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31. Personalized PDF Report
Register to receive report.
Results summarized and expanded in PDF report.
E-mail or Download options.
© 2011 Alinean, Inc.
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32. Consideration : Justify Change with ROI Analysis
– Increase urgency for this project over others
– Reduce time it takes for customer to build own business case / justify
change
– Reduce discounting (value focus vs. price)
– Prove value of add on solutions / services for better up/cross-sell
– Improve competitive positioning
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© 2011 Alinean, Inc.

33. Decision
Loosening
of the
Status Quo
Discovery
Committing to
Change
Exploring
Possible
Solutions
Consideration
Committing
Make the case for change, but lose
to a Solution
deal to competitor…
Justifying B2B customers strategy has changed –
the “to buy only what they need at the
Decision lowest possible price.” (Forrester)
Decision
Need to prove solution as best value
Making
the
Selection Total cost of ownership (TCO)
comparisons can help
© 2011 Alinean, Inc.
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34. Decision – Differentiate with TCO Analysis
– Compare against status quo or against select
solutions
– Quantify costs for unique opportunity
– Tally total costs over product lifetime not just up-
front costs
– Prove better value via total cost of ownership (TCO)
• Lower lifecycle cost
• Better benefit realization
• Lower risk
• Intangible benefits (more upside potential)
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© 2011 Alinean, Inc.

35. Profile and Results Summary
Profile to collect data in order to customize TCO comparison for specific
scenarios / configurations
Communicate results interactively 35
© 2011 Alinean, Inc.

36. TCO Comparison and Result Highlights
Head to Head comparison of solutions total cost of ownership
Summarize Key Findings
© 2011 Alinean, Inc.
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37. Register to Receive Report
Register to Receive PDF Report via E-mail or Direct Download
© 2011 Alinean, Inc.
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38. Report Options to Match Stakeholders / Decision Phase
PDF report via e-mail or direct immediate download
Completely personalized
Summarize results, Highlight more detail than in online tool, Call to Action
© 2011 Alinean, Inc.
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39. Decision – Differentiate with TCO Analysis
– Validate selected solution as best value
– Quantify low risk of decision for buyer
– Reduce decision cycle in final stages of buying cycle
– Reduce competitive discounting
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© 2011 Alinean, Inc.

40. Integrated Content Marketing Strategy
BUYING CYCLE
NEW CONCEPT
NEW PARADIGM
ESTABLISHED MARKET
Loosening Exploring Committing Justifying
Committing Making the
of the possible to a the
to change selection
status quo solutions solution decision
Reputation Demand Creation Sales Enablement
MESSAGING Vendor Selection
Education Solution
Help Align
Align
buyer solution Differentiate/
Create problem
identify with Demonstrate
awareness with Validate/
needs in specific benefits and
around a new business reinforce
solving sets of functionality
problem issues; drive choice
the business
urgency
problem needs
Interactive Interactive Benefits TCO
White Paper White Paper Calculator Calculator
Competitive
Webinar Case Study Event Webinar Analyst Report
Comparison
Executive Analyst Report Peer Interaction
Assessment
Source: SiriusDecisions © 2011 Alinean, Inc.
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41. Next Steps
Alinean powered tools can significantly upgrade the quality of sales interactions
throughout the buying process, allowing prospects to drive at the beginning
through simpler, self-service tools and sales to provide greater depth as the buying
process proceeds – SiriusDecisions 2010
1. Your Sales & Marketing Ready to Do Business with Frugal Buyers?
Take this Diagnostic Assessment to Find Out.
2. Research White Paper: Five Reasons You May Not Be Spending
Enough on Content Marketing
3. Over 200% ROI from a Value Marketing Program Sound Impossible?
Find Out for Yourself
4. Why Alinean? Alinean Vendor Profile (SiriusDecisions)
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.
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