

Defining Your Company's ROI Story and the ROI Story of Your Customer with Palmer Houchins of G2
Palmer Houchins is the Head of Marketing at G2, the largest and most trusted software marketplace. There’s a lot of competition in the B2B software space, so it’s essential to clearly frame and define your ROI story for your customers, both qualitatively and quantitatively. To do this, you need to truly understand who your ideal customer is and their goals. Palmer suggests creating an ROI calculator and
obtaining social proof. Define the ROI story. Align internally. Then, go tell it externally.
1:01 Introducing
3:45 Software-buying behavior
5:25 Timeline
7:45 Internal collaboration
9:42 Committee approach
11:15 Qualitative & quantitative
14:00 Internal & external approach
15:50 Social proof
17:54 Feedback
19:15 Specific examples
24:16 Outro
Get access to the largest collection of B2B marketing and sales resources: Join The Juice
Sign up for Modern Day Marketer (the newsletter)
Follow Palmer: | LinkedIn | G2