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Leveraging Value Marketing Tools to Generate More Sales Ready Opportunities Thomas Pisello CEO & Founder [email protected] @tpisello www.alinean.com

Leveraging Value Marketing Tools to Generate More Leads & Sales Ready Opportunities

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Overview of the need for value marketing tools and demos of some great customer success stories and examples of interactive white papers, diagnostic assessments and ROI / TCO Calculators.

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Page 1: Leveraging Value Marketing Tools to Generate More Leads & Sales Ready Opportunities

Leveraging Value Marketing Tools to Generate More Sales Ready Opportunities

Thomas PiselloCEO & Founder

[email protected]@tpisellowww.alinean.com

Page 2: Leveraging Value Marketing Tools to Generate More Leads & Sales Ready Opportunities

(1) IDC Buyer’s Experience Survey – 2013(2) IDC BVS

More Empowered

More Frugal

More Complex

Do More with Less

Less Time / Resources

Less Budget

Less Risk Tolerance

Page 3: Leveraging Value Marketing Tools to Generate More Leads & Sales Ready Opportunities

50% more opportunities needed to generate same revenue1

65% indicate their content marketing is ineffective2

Same traditional content = Same results

(1) IDC BVS (2) CMI

Traditional White Paper downloads are on the decline3

(3) ZDE

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Interactive White Papers ROI / TCO CalculatorsBenefits Estimators

+ Guaranteed leads program

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20% - More captured leads

5% - Better conversion rates

$180,000 – Incremental Revenue from Guaranteed Leads Program

> $1.0 million - Incremental Revenue over 12 months

Assumes 150 guaranteed leads, 100 incremental leads per months ongoingAverage deal size = $75,000 , default demand waterfall metrics from SiriusDecisions

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Five Steps to Value Marketing Success!

1 - Assess existing assets vs. New buyer requirements

2 - Identify value storytelling & justification opportunities

3 - Evolve current content portfolio

4 - Integrate across marketing & sales enablement

5 - With Intelligence & tracking -> Measure & improve

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Value Consultants

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