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Event Overview
This workshop will show participants how to enhance their value-based messaging. This will be done by including quantifiable financial metrics and data into their value propositions. It will also include an overview of the Forrester Total Economic Impact (TEI) methodology and how it can be used to generate ROI case studies and business cases for prospective customers. Effective value-based messaging helps Technology Marketers accelerate the sales cycle and reduce the cost of sales.
Who Should Attend?
Technology Product Management & Marketing professionals
Why Attend?
The workshop will help participants evaluate their own marketing collateral for quantifiable metrics, teach them about developing business cases to incorporate into marketing collateral, and provide a forum to review samples of effective value propositions for ideas and examples. Additionally, it will provide examples of metrics and quantifiable benefits which can potentially be used in creating a value proposition. The business case development will draw on the principles of Forrester¿s proprietary Total Economic Impact (TEI) methodology, allowing participants to use these tools to generate their own case studies. As participants work to develop sample quantified value propositions, Forrester analysts will provide guidance and suggestions. Using quantified value propositions and business cases has allowed Forrester clients to show prospective customers how similar companies have benefited from the client¿s solution in financial terms, thereby increasing the number of completed sales. Additionally, Forrester clients have used business cases to increase sales leads and revenue generation, leading to an ROI of 427% on their investment in the development of the business case.
Takeaways include:
- Messaging scorecard for evaluating marketing collateral
- Fundamentals of developing business cases for marketing materials
- Examples of effective value-based messaging
- ROI model (based on Forrester's TEI Methodology)
