Why should marketing help buyers quantify potential value?
Marketing should help buyers quantify potential value because roughly 70% of the buyer’s journey now happens independently of sales — so online visitors need to grasp the business value of a solution without a salesperson’s help. When marketing shrouds offerings in ambiguity (the “Value Fog”), it hurts conversion and pipeline. By clearly communicating and quantifying value across five core dimensions — and providing tools like value calculators — marketing empowers buyers to see the payoff for themselves.
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.
Frequently asked questions
Because about 70% of the buyer’s journey happens independently of sales, online visitors need to quantify a solution’s potential business value without a salesperson. If marketing doesn’t enable that, ambiguity — the “Value Fog” — impedes conversion and pipeline growth.
High bounce rates, low engagement on digital properties, and poor conversion rates are all indicators that your initial value proposition isn’t resonating with digital-first online buyers.
Marketing should communicate and quantify value across five dimensions — financial, emotional, operational, strategic, and sustainable value — and provide clear metrics so buyers can measure the impact for themselves.
Value calculators are a highly effective tool for quantifying value for digital-first buyers, letting online visitors estimate the business impact of a solution on their own — which builds confidence, drives conversion, and ignites revenue growth.
About ValuePros
ValuePros is a value enablement firm for organizations selling big-ticket B2B solutions. We help revenue teams work with their buyers to see, quantify, and capture real value, so their CFO can say “yes.”
We do that through a program we call the Value Edge: value narratives, CFO-ready value calculators, and value enablement training.
Let’s talk about how to lead your buyers with value.
ValuePros.io | 1.425.444.9595 | calendly.com/value-edge