B2B Marketing with Fexingo · 2026-08-23 · 8 min
In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how B2B marketers are using value engineering to build a business case that stands up to procurement scrutiny. They dissect a real-world example: a cybersecurity platform selling to a financial services firm, where the marketer quantified risk reduction and productivity gains to justify a $2 million annual contract. The hosts break down the three pillars of a credible value narrative - quantified impact, proof points, and risk mitigation - and explain how to align them with the buyer's financial metrics. They also discuss common pitfalls, like over-promising on ROI or neglecting to update the value model as the deal evolves. If you're in B2B marketing and tired of losing deals on price, this episode gives you a framework to shift the conversation from cost to value. #ValueEngineering #B2BMarketing #EnterpriseDeals #Procurement #ROI #BusinessCase #SalesEnablement #MarketingStrategy #FinancialServices #Cybersecurity #RiskMitigation #AccountBasedMarketing #DemandGen #Marketing #Business #FexingoBusiness #BusinessPodcast #MarketingPodcast Keep every episode free: buymeacoffee.com/fexingo
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How One Rep Won by Bringing a Cost-Benefit AnalysisClosing the Deal with Fexingo · on how to quantify value in sales
The Value Engineering Playbook to Solve Real Problems with: Insights from the Dean of Data, Bill SchmarzoBringing Data and AI to Life · on Value engineering
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