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Power Up Your Marketing Automation Platform with Value Selling Tools

Value selling tools such as assessment, ROI, and TCO tools, as well as value calculators, all fit neatly into your marketing and sales efforts. Deploying these tools is like giving your marketing automation platform a bunch of power-ups, leveraging even more of its strength.

Marketo, Pardot, HubSpot, and ActOn are all major players in the marketing automation arena. Other marketing solutions are available, with new products and services introduced every month. 

In each case, you can build value selling tools into the automated marketing and sales workflow, creating a smoother path through the sales cycle.

Do You Need a TCO Tool or a Value Calculator?

Value and total cost of ownership comparisons are important to any B2B sales process. Between them, they attract and justify the selection of your product while building a business case for prospective customers to use when presenting your offering to buying committees and financial approvers.

However, they operate in different ways and at different points in the sales cycle. Each tool has a different goal and addresses different pain points, and each is used by a different primary user to different benefit.

Why You Should Add A Value Calculator to Your Marketing Automation Workflow

Marketing automation is rapidly becoming a necessity for B2B sales organizations. Because it keeps the conversation going long after the initial lead is captured, automation creates robust opportunities to engage prospects and promote continued awareness of your solutions.

Some of the biggest benefits you’ll reap from automating your marketing efforts include:

  • Understanding buyers through their behaviors.
  • Tracking the sincerity of buyer intent.
  • Turning conversations into revenue.

How To Use Value Selling Tools for Lead Generation

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.

A Smarter Value Selling Process: Flip Your Sales Pitch

Has your sales cycle grown longer and more complex? Are you challenged by new buying behaviors that exclude you in the early stages of discovery? Chances are you’re also faced with more restrictive corporate and financial oversight, which shifts purchasing authority to CFOs and inter-departmental committees.

How can you get the attention of buyers and decision makers in such a dynamic sales environment? A proven approach is value selling, a strategy that develops distinct sales messages focused on the bottom line. When all is said and done, prospects want to know how investing in your solution helps save money, increase sales and revenue, and achieve pertinent business goals.

Sharpen Your Sales Tools with Value Selling Models

Your prospect has already visited your website, perused your online content and seen a demonstration of your product or service. What do you do next to convert an active inquiry into a sale?

Prospects must understand the short and long term financial benefits of your solution if they are to make a positive purchase decision. This can be a challenge, as many focus on direct acquisition costs and compare them to the cost of what they’re already doing. Such analyses can be short-sighted and inaccurate because they omit the incremental value delivered by a new solution.

3 Ways to Rev Up Your B2B Demand Generation with Online Calculators

Most marketers would agree—effective B2B demand generation revolves around three things:

  • Customizing the message
  • Encouraging involvement
  • Demonstrating financial benefits

Fortunately, online value calculators do all three. In fact, every day, sales reps use these calculators to successfully shorten the sales cycle and close deals. And many (if not most) B2B marketers have a calculator or two parked on their corporate websites.

But imagine the power of online value calculators when they are put directly in front of a larger group of prospects. Easy-to-use calculators that ask a few simple questions are a great way to help your prospects take the first step in understanding the value your solution can bring to their business.

How to Overcome Buyer Indecision with Value Calculators

Value calculators can simplify and speed your sales process by helping buyers understand the value of your solution in dollars and cents and in industry-specific terms. In addition to communicating how prospects can save money with your solution, value calculators also reveal any underlying processes and business issues that need attention.

Since 1988, our client IQS has provided manufacturers with enterprise systems for managing quality and industry compliance. The company serves general manufacturers and specific markets including automotive, aerospace, defense, medical devices, and oil and gas.

Value-Based Content Marketing Improves Lead Conversion Rates

Why do B2B marketers invest in producing blog posts, white papers, reports, articles, and videos? The general aim is to attract an audience to their website so they can engage them and (hopefully) turn them into customers over time.

As I wrote last week, I believe that marketers often don’t consider ROI tools and value calculators when planning their content marketing mix, and I think this is a missed opportunity. If marketers want a high volumes of well-qualified leads, then my view is that value calculators and ROI tools can often pack a much bigger punch than other forms of digital content.

Why Having an ROI Calculator Is Good for Sales

I truly believe in the power of ROI tools and value calculators to help generate better, more qualified leads for B2B marketers and enhance a B2B salesperson’s ability to close a deal. (If I didn't, I wouldn't be in the business of selling them.)