Predictive lead scoring can identify the leads that will place the greatest value on your solution – and pay the highest price.
Value, the difference between the benefit that a customer receives and the total cost to achieve that benefit, is central to solution marketing. But value is also closely tied to lead scoring as well, with major implications for your company’s revenue and profitability. As I recently wrote in SearchCRM,
A lead score predicts the likelihood that a given lead will ultimately convert into a closed deal. The higher the score, the more likely that a lead will turn into a sale. The score may incorporate predictors such as the lead’s current challenges and technologies, the presence of an active and budgeted project, selected demographic/firmographic data, and even frequency of activity.
By Steve Robins
Value is Key to Solution Marketing
You might think that the most important aspect of marketing a solution would be what goes into it. What goes into a solution are just a bunch of pieces, products, or components. But value is about the benefit and cost of those components to the user or buyer.
More specifically, value is equal to the difference between (1) the benefit as perceived by the user and (2) the total cost of the solution. By perception I mean that the user or buyer must appreciate and want the resulting benefit. In fact, if they don’t perceive it as a benefit to them, it’s not a benefit but is instead just a useless feature.
Value is interesting in many ways, some of which are counterintuitive and not so obvious. Following are a few important examples – both obvious and not so obvious. Continue reading
By Steve Robins
Six Solution Marketing Lessons from Netflix
As I mentioned at the end of the last post, Netflix: It’s the Customer, Stupid, Netflix’s recent misadventure is a cautionary tale for solution marketers. Following are a six key lessons:
#1: As a vendor or service provider, technology upgrades are good.
So, if you rent DVDs and know the market will eventually transition to video on demand, you need to offer video on demand as well – just as Netflx does today. Streaming is proven and consumers will demand it. It’s not a matter of if, but when. However…
#2: Consumers and customers do not share your company’s timetable
By Steve Robins
No, this is not a good thing
Confession: I enjoy talking about “value” because sometimes, it’s counter-intuitive. For example: how can an expensive solution or product be a better value than an inexpensive solution or product?
Value has been making big news lately, especially in the turbulent world of tablet devices. Take a look at six months of HP TouchPad headlines: Continue reading
– By Steve Robins
The 5 Solution Requirements
Let’s face it, the word “solution” is often derided. Why? Because all too often, marketers and tech companies act as if adding the word “solution” to the end of an offering immediately transforms it into a solution. And they’d be wrong.
So what makes a solution a solution? Continue reading
Filed under Solutions, Value