B2B Content Marketing

The term business value often refers to the particular value a process delivers in a company’s internal and external supply chain, which includes,  planning, procurement, manufacturing, order management, product design, sales, CRM, etc.   B2B marketers must articulate the value that is received from utilizing your product or service.  Ask yourself, how does my product or service increase efficiency, quality, speed to market, effectiveness, or decrease  a cost or two. Your firm must create an economic measure and points to determine the business value your product or service delivers.  Begin by identifying the opportunities for improvements in your clients supply and value chain.

As an outsider this may be difficult to attain, because business value is often in the eye of the beholder;  However here’s a simple guideline can start the process:

1.    Will it help increase your client’s revenue?
2.    Will it decrease the cost of a process?
3.    Will it increase shareholder value?
4.    Will it improve efficiency or effectiveness?

I often hear from executives that companies will come in and give a sales pitch, but do not quantify their business value.  The main reason, I believe is providers fail to put it in terms that the business understands, including an understanding on the return on investment.

Articulating a clear business value and your company’s unique ability to execute will dramatically increase the chances of winning more business.

Our last post talked about using surveys as a “listening post” to get an understanding of your client’s requirements.  A new study, “How Customers Choose Solution Providers” from Lexington, MA based IT Services Marketing Association (ITSMA), concluded that marketers need to engage customers earlier than ever before.  They have also identified three major stages of the buying cycle: epiphany, awareness, and interest. With search engines being used in the quest for solving a particular business issues, it is vitally important to align your solution to the stage your client or prospect is in.  Survey’s can be used to identify where a client is in that buying cycle. We all know and probably deal with companies who like to spout how amazing and innovative their products and solutions are without being thoroughly aware of their customer’s issues.

Analyzing and publishing survey results allows your customers to have the floor first. It allows them to express the business issues they are dealing with in full and though carefully constructed questions and technique allow them to share their vision for solving problems.  If you do not have this knowledge, you may unwittingly offer something that they would not be receptive to or even worse, something they are totally against.

After a through analysis of survey results is completed, craft messaging from what they have shared.  Focus on relevancy concerning the business issues you can solve and differentiate your solution to solving their problems.  Be sure to tailor your content to the business issues in their industry or role and where they are in the buying cycle

Publishing survey results will help you build strong business relationships. Your clients will see you as a partner who helps them achieve their business goals instead of a company trying to sell their services. All businesses want solutions to their specific problems, not a one-size-fits-all product. You don’t want to be seen as another company scrambling for business. It is important for your clients to realize that you genuinely care about the things that matter to them and the concerns they face in their day to day business endeavors.