By Bruce Scheer, Co-Founder, ValuePros.io
The contemporary B2B landscape necessitates a shift in marketing strategy. With 70% of the buyer’s journey occurring independently of sales, it’s crucial to equip online visitors with the ability to quantify the potential business value without salesperson intervention. Unfortunately, many marketing teams inadvertently shroud their offerings in ambiguity, hindering potential customers from readily comprehending the true business value benefit. This state of obfuscation, which we term the “Value Fog,” impedes conversion and pipeline growth.
These are all indicators that your initial value proposition isn’t resonating with your digital-first online buyer.
- High bounce rates
- Low engagement on digital properties
- Poor conversion rates
Escape the Value Fog
To escape the Value Fog, marketing must focus on communicating and quantifying value across these 5 core dimensions:
- Financial Value: Demonstrating significant business value and impact on revenue and profitability.
- Emotional Value: Enhancing the satisfaction and reputation of decision-makers.
- Operational Value: Improving efficiency and effectiveness of the buyer’s operations.
- Strategic Value: Aligning with the buyer’s long-term goals and competitive positioning.
- Sustainable Value: Supporting the buyer’s sustainability and social responsibility objectives.
By addressing these dimensions and providing clear metrics to measure value realization, marketing can engage buyers with a compelling, quantified value proposition.
The Power of Value Calculators
One highly effective tool for quantifying value for digital-first buyers is an online interactive Value Calculator. By allowing prospects to input their own data and see the potential financial impact on their business, you not only engage them more deeply, but also identify more qualified opportunities. Value calculators typically convert 10-20% of engaged visitors into leads, and these leads are qualified by sales at nearly double the rate of other marketing assets turning them into real opportunities. This is the power of quantified value in action – creating more opportunities and helping digital-first buyers buy.
Igniting Revenue Growth
As a marketing leader, your role in igniting revenue growth has never been clearer. By escaping the Value Fog, embracing the 5 core value dimensions, and leveraging tools like value calculators, you can attract more qualified buyers, create more pipeline for sales, and ultimately drive more revenue for your organization. The opportunity is yours to seize.
Next Step
To discuss your unique situation and take this conversation further, please Schedule Time With Me or connect with me on LinkedIn.