Save money. Reduce Risk. Increase efficiency.
If you are a procurement or sourcing vendor, it’s likely that these three messages are baked into your sales and marketing pitch. Which makes sense – they are all critical representations of the value you deliver. There’s one problem, though: Every other solution provider is saying basically the same thing.
The latest and greatest message – which in reality, isn’t all that new (some vendors have been leading with this for five years now) – is moving beyond savings to generate shareholder value, increase profitability and make a strategic difference within the organization.
The procurement technology industry is a copycat league – and as much as the market evolves, it stays the same. Consider the big supply chain industry trends you hear about today: supply chain transparency, quality over cost, sustainability rules, etc. Yet in a recent Deloitte survey of Chief Procurement Officers (CPOs), the number one procurement priority was nothing new or flashy: It was to cut costs.
How does a B2B marketer cut through the sea of sameness? How do you stand out from the crowd and sell to CPOs without being so different that your approach is pushed aside? And in an industry that’s been historically slow to evolve, how do you push forward and bring new approaches to market, without scaring away buyers?
There’s no simple answer or secret formula, as every company has its own unique circumstances. But in the nearly 30 years that we have been working with supply chain and procurement companies, there are five tested strategies that will put you on the path to success:
Demand for procurement and supply chain technology and expertise continues to grow at a rapid pace, and while not easy, the opportunity for technology and services vendors to stand out and take a larger share of the market is immense.
For nearly 30 years, Corporate Ink has specialized in helping procurement and supply chain providers build brand, drive demand, increase awareness and accelerate sales. When you are ready to take the next step and improve your supply chain and procurement marketing efforts, let us know. We’d be happy to discuss your marketing priorities, opportunities and challenges – and share a few ideas to help you stand out in a competitive, crowded market.