Successful B2B marketing campaigns attract and engage buyers and decision makers, and set the stage for the sales team to close the deal. More specifically, value selling campaigns emphasize the business value of solving a set of problems rather than the features and functions of the offering and reveal how it can reduce expenses and/or increase revenue.
Providing a business value framework is an excellent way to capture decision makers’ attention and interest. Value selling tools such as interactive assessment tools and value calculators make it easy to provide such a framework and generate leads.
Focusing on Lead Generation
Company websites are increasingly supercharged with content to seed search engines and generate traffic. Typical content includes videos, podcasts, case studies, blog posts and eBooks. Ideally, these assets help visitors understand the company’s expertise, capabilities, products and services, and determine whether the vendor can help them solve business issues.
It’s commonplace to generate leads by offering educational content in exchange for contact and demographic information. But sometimes the best content doesn’t persuade prospects to give up this precious information.
A value calculator, on the other hand, speaks directly to the bottom line, and is more likely to boost your website’s lead generation capabilities. Learning exactly how your solution can save money, increase revenue, solve problems and provide value throughout the organization is a compelling reason to share contact information.
Leveraging Value Selling Tools
Let’s take a closer look at how the value calculator and the assessment tool can be leveraged for lead generation purposes.
Value Calculator
The value calculator engages visitors because they are able to use their own numbers in the tool and instantly see the calculations and projected bottom line improvement.
It also establishes trust. As we’ve discussed in a previous blog post, if prospects are able to own the numbers, they’re more likely to trust the calculations (and therefore your tool and your business).
Assessment Tool
Prospects want to know how they measure up against industry standards. An assessment tool provides a way for your visitors to identify performance gaps and map plans for improvement.
What’s more, the findings of an assessment tool can position you to help paint a vision of what “better” looks like for your prospects and better yet, how those changes would impact their economics. When they understand their shortcomings, they’re more open to finding and trying new solutions.
Value selling tools like those mentioned above can help provide a business framework that’s centered on value. Not only will these tools help prospects own the process of identifying what their organization needs, it will showcase how your business’s solutions can satisfy those needs.
