Delivering value through content marketing is more than a strategic advantage—it’s a necessity for B2B marketers.
As customers seek solutions that offer clear returns on investment, marketing content must evolve to meet these expectations effectively. Engaging prospects through value-focused content not only educates them about your products or services but also demonstrates tangible benefits, building trust and facilitating the buying decision process. Here’s a look at various types of value-focused content and how each can significantly enhance your marketing strategy.

During a recent Enterprise Value Collective Jam Session, Value Consultant and Engineering leaders gathered to address the pressing challenge of value adoption. The session focused on sharing advice around one critical question: “How do we drive adoption?” The collective’s insights shed light on the obstacles to adoption and offered actionable solutions to ensure more sellers embrace value selling and unlock its full potential, with the top advice captured here.

A well-crafted customer case study does more than just showcase your product’s capabilities; it tells a story that resonates, engages, and inspires action. It turns dry statistics into a narrative that potential customers can see themselves in—that shows not just what your solution does, but how it makes a real difference.

When it comes to B2B buyers, there is a “purchase pessimism pandemic”, characterized by a sharp decline in buyer confidence. This has profound implications for sales outcomes, deal quality, and customer retention, as well as presenting a great opportunity for those who can reshape their approach.

In this article, we explore effective strategies to combat renewal downturns, focusing on elevating customer engagements, leveraging storytelling through the GROWS framework, simplifying metrics, delivering consistent value, and automating tracking to reinforce business value and customer retention.

As customers purchase with less confidence in their decisions, with ever larger buying committees and more financial skepticism, the role of sales representatives, account executives, and customer success managers needs to evolve as a result.

This article discusses the need and the how to make just such a shift.