Lucas
B2B Marketing with Fexingo: Enterprise Demand Gen, ABM, and Long Sales Cycles
How B2B Marketers Use Value Engineering to Justify Enterprise Deals
- Published
- August 23, 2026
- Duration
- 7:45
- Summary source
- description
- Last updated
- Sep 13, 2026
Discusses In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how B2B marketers are using va…
Summary
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…
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Show notes
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 m