Talking Business Value

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Talking Business Value: A Key Driver in Generating New Business Pipeline for B2B Tech Companies

In today’s highly competitive business landscape, generating a robust pipeline is crucial for the growth and success of any B2B tech company. One of the most effective ways to achieve this is by reaching out to target organisations and talking business value.

Over some 20 years while running Accolade, where we help our clients to bring high value, complex Tech solutions to market, I have had many conversations with clients about Business Value. We start our journey with a new client, really getting to what the value of their tech is, in the context of a buyer’s business needs. I have often found that my Tech client’s perception of the business value of their offering does not match their customers’ opinion. A tech solution that delivers insight in a fraction of a second may be useful to a Banking Trading Floor, but may be irrelevant to a Life Sciences company with a 12-year development cycle. The Customer is always right!

Accolade Europe - Nikki Pattison - LIFE SCIENCESBy understanding the specific business and operational needs and preferences of potential clients, companies can better tailor and articulate their offerings, resulting in increased target contact engagement, customer satisfaction and a solid pipeline of business that will result in long terms relationships.

Understanding Business Value

Before diving into the importance of building business value, it’s essential to define what I mean by this. To me, business value is the perceived worth of a product or service in the eyes of the customer- how will it enhance business performance.

Business value encompasses various aspects, including quality, performance, reliability, regulatory compliance, competitive advantage and cost-effectiveness. In the B2B tech sector, this translates to delivering solutions that not only meet clients’ technical requirements, but also help them to better achieve their overall business objectives, and their personal ones too, ones that could even help them champion an objective within the business and increase their profile or help them to achieve their targets.

The Importance of Building Business Value in Generating New Business Pipeline

Building a customer-centric approach

Focusing on building business value encourages a customer-centric approach, ensuring that companies deliver solutions tailored to clients’ specific needs. When working with you, we focus in on pitching in your solution that it addresses pain points and provides value-add to what the prospect is looking for.

We position a lot of the B2B tech companies that we work with in a way that will help them foster trust and establish long-term relationships with the new clients they onboard because they will be adding real value to their business operations.

Enhanced reputation and brand image

We see that companies who we position as consistently delivering high business value are more likely to be perceived as reliable and trustworthy partners. This positive image helps attract new clients, bolstering the business pipeline.

Increased customer retention

Selling in the business value from the outset also helps in ensuring that new clients are less likely to switch providers. By focusing on building business value, B2B tech companies can improve customer loyalty, leading to repeat business and referrals.

Competitive advantage

For me, this is the post important point, and how we will help you win. By really getting under the skin of your offer, we can help you stand out. As you know, the B2B tech market is a crowded environment; by delivering high business value, we can harness the power of this to act as an enabler that can set you apart from your competitors. By continuously striving to improve and innovate, you have a real chance to stay ahead of the curve, attracting new clients and securing a larger market share.

Building business value is a critical factor in generating new business pipeline for B2B tech companies. By adopting a customer-centric approach and focusing on delivering solutions that address clients’ specific needs and objectives, companies can enhance their reputation, improve customer retention, and gain a competitive advantage.

Our vast experience and well established foundations meant that Accolade Europe are well positioned to help you achieve this.

Find out more

If you’re looking to amplify your company’s growth and build a robust business pipeline, then Accolade Europe is here to help you unlock unprecedented value and drive sustainable success. Our team of experts offer tailored solutions that will help you ensure you stay ahead in the ever-evolving technology landscape.

Don’t miss the opportunity to revolutionise your growth trajectory and establish yourself as an industry leader. To learn more about how Accolade Europe can transform your business, connect with me, Nikki Pattison on LinkedIn, or reach out to to the team via Together, we can redefine your company’s potential and accelerate your journey to success.

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