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Challenge the “Do Nothing” Buyer with Provocative Assessments
Tom Pisello CEO & Founder The ROI Guy Twitter: @tpisello @AlineanROI
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In Control
Skeptical
Overloaded
Frugal
Fueled by Internet & social media Opportunities, you & your competition Inviting sales later (> 65% along)
Doing-more-with-less > 100 emails, > 10 calls/day Less time for vendors
More risk averse than ever Tired of traditional pitches Need personalized & compelling insight
Cost of doing nothing + value of change > risks + costs of change
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Of deals are not lost to competition, instead are lost to the “Do Nothing” buyer (Sales Benchmark Index)
Current Issues? Practices Spending Risks / Cost of “Doing Nothing” Peer Pressure Potential Value of Change?
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Survey Score Benchmark Comparison Issue Identification Solution Recommendations Value of Change Next Steps
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http://www.contentmarketinginstitute.com/assessment/
CMI Content Marketing Assessment
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Profile the Customer
Industry, Location and Size Role in Decision Making Process
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Profile Product Sales & Marketing
Better Determine the Correct Peer Benchmarks for Comparison
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Content Marketing Goals & Measurement Practices
Measure Current Practices – Goals and Measurement
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Content Marketing Management & Production
Measure Current Practices – Management & Production
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Content Marketing Strategy
Measure Current Practices – Strategy
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Content Marketing Spending
Measure Current Practices – Spending Levels
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Content Marketing Effectiveness
Measure Current Practices – Program Effectiveness
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Content Marketing Results Summary
Present an Overview of Results Prompt for Full Report Download (Registration usually required)
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Personalized PDF Assessment Comparison to Peer Benchmarks Pinpoint Issues Raise Priority Solution Recommendations Custom Call to Action (Role Based)
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Personalize
Challenge
Engage
Industry, Location & Size Buyer’s Role in Purchase Decision
Current vs. Best Practice Benchmarks Identify Issues Quantify Value of Change Intelligent Solution Recommendations
More Visuals & Less Text Contrast – Before vs. After Social Stories – User Successes & Social Sharing
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Informatica Data Integration Maturity Assessment
Click here to access tool
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Next Steps and Resources • The Opportunity • The Solutions
– Value Marketing – Value Selling
• The Proof • Resources and Insight
– Fight Frugalnomics Resource Center