Sell the bottom line.

Motivate B2B prospects
with financial benefits.


“Over 95% of B2B buyers want proof that you’ll deliver value, needing to see a financial justification in order to move forward on any purchase consideration.”


Interactive applications designed to present
the financial benefits your solution delivers




We design interactive applications for your Website or Landing Page that will help you convert more visitors by proactively engaging them with a visual presentation of the financial returns they would realize using your solution – quickly showing them the potential cost savings, cost avoidance, revenue increases, ROI, TCO, payback, and more based on their business persona.

Then, to get qualified leads to volunteer their contact info, the application offers to send a personalized white paper that explains the business benefits in more detail so they can effectively cost justify the solution to their disparate stockholders.

The contact and profile info that is collected on these sales prospects is sent from the application to your CRM system, so your sales team can follow-up immediately.

sales tools


misconceptions about roi calculators

With the business personas of sales prospects often varying widely, using “one size fits all” claims about the benefits offered by a product/service often ends up creating skepticism.


personalized financial justification

Our approach gives companies the ability to quickly engage sales prospects with a personalized calculation of the financial impact their product/service can directly have on the prospect’s bottom line.


higher win rates
from influencing the prospect’s buying considerations early.

more leads generated
compared with other website content, and at a third the cost.

“no-decision” outcomes avoided
by quickly showing the prospect their direct cost of doing nothing.

in lead-to-meeting

more attention time
spent by website visitors
viewing their results.

“Our calculator application has been a great lead capture tool.
We’ve been able to identify early-stage prospects that see immediate value in what we can save them. Our conversion rate on these prospects is three times more than from other campaigns.”

Mitchell Sanders, Sr. VP Sales Operations, SPi Healthcare

To generate more qualified leads, Cogent ROI designs an interactive application to proactively engage each visitor to your Website or Landing Page with a visual presentation that calculates the financial returns their business would realize using your solution.

Then, to capture their contact info, the prospect is invited to opt-in to receive a personalized white paper report that provides more detail on the business benefits they’ll achieve, along with info to them help build consensus with other stakeholders and make developing the cost justification proposal much easier.

For immediate sales follow-up, the contact and profile info that is collected on these prospects is sent directly from the application into your CRM system.



We custom design an interactive application that quickly gets the attention of your Website and Landing Page visitors by having them participate in the experience of seeing how your product/service will financially impact their business operation.

The application would be setup as a stand-alone selection on your Website or as a direct Landing Page that the visitor would use on their own or with the guidance of your sales person – whether they’re on a PC, tablet or smartphone.



The visitor is asked a limited number of questions about their business – structure, processes, workflow, costs (CapEx/OpEx), etc. – relative to the financial benefits provided by your product/service.

Their responses are used to calculate their direct costs from lost productivity, inefficient processes, missed revenue opportunities, and/or wasted spending; and compare that to the benefits they would realize financially by using your product/service in their business operation.



The financial impact results are instantly presented, giving the visitor an immediate view into what their business can reasonably expect to achieve using your product/service.

The results can be presented in terms of ROI, cost savings, increased revenue, cost avoidance, TCO, payback, break-even analysis, cash flow, and more – depending on what resonates best and gets the most attention from your targeted visitor audience.


Follow up with

After being shown the results, visitors are invited to receive a personalized white paper report, which is generated and emailed directly to them by the application.

This report uses their profile information to discuss their results in more detail, expand on the benefits they’ll achieve, and emphasize their costs in doing nothing. The tailored content helps to get their stakeholders in agreement faster by making the case for cost justification much easier.


Sell the

Visitors that opt-in for their personalized white paper report see the value of the financial impact your product/service can have on their business.

To effectively follow-up with these qualified leads, the application immediately passes their contact and profile information seamlessly into your CRM system – Salesforce, Marketo, Eloqua, Hubspot, SugarCRM, and others – flagging them as sales ready opportunities having an increased likelihood of turning into closed deals.

Get it fast.

In just 20 days, we can design and build
your Benefits Value Calculator Application
and have it ready-to-go on your site or
as an Interactive Landing Page.

Whether we start with your existing speadsheet model, or just some customer case studies and sales PowerPoints slides as a reference—we can have your calculator application completed in just 20 days.

What our customers say.

Zebra logo

“Our TCO Calculator needed to be a user-friendly, intuitive tool we could showcase as part of our new website launch. Cogent ROI hit all the business targets with a smooth implementation into our site and CRM system.”

Suzanne Dickson
Senior Global Product 
Marketing Manager

Talari logo

“With MPLS replacement, it’s all about cost savings and increased capacity. The benefits calculator gets us on the prospect’s radar and helps start the conversation. Our value proposition is more succinctly defined, which gives us a competitive edge in a market that seems to be inundated with all kinds of claims.”

Kevin Gavin
Chief Marketing Officer

McKesson logo

“When physician practices can see the cost savings and added revenue potential right away, it gets their attention. The application is not only an important lead generation component on our site, but using it at tradeshows helps us segment out booth visitors to flag for priority follow-up.”

Christopher Morrison
Marketing Director

Akers BioSciences Cambium Networks Cardinal Health Cisco CyrusOne Elsevier Empirix GE Healthcare
Greenway Technologies Intel Ixia Life Technologies McKesson Motorola Solutions MSC Industrial Supply
Navicure Omnicell OpGen Optum RelayHealth Sonus Networks SPi Healthcare STACS DNA Talari
Thermo Scientific Vecna Vital Images Wyndham Worldwide ZEBRA Technologies

See how this is an opportunity to prove your business value, and an effective way of staying on the prospect’s radar without losing their attention to “look-alike” features and benefits presented by the competition.

Get a closer look.

Take less than 5 minutes to see how it all works.

Differentiating the business value you
deliver from the competition.

See live examples that demonstrate:

Cost Savings

Increased Revenue

Cost Avoidance

TCO Comparison

Product Selector

Validate the results presented with customer success stories.
We can produce them as well.

“Cogent ROI had the experience and design expertise that enabled the on-screen questions in our Calculator Application to automatically change relative to the difference prospect audiences we target (enterprise vs. service providers), and for the backend financial model to accommodate multiple scenarios to calculate the results.”

Dan Teichman, Senior Manager of Product Marketing, Sonus Networks

sales enablement tools

Why work with us?

Our unique approach, design methodology, calculator logic, coding expertise, CTA builds, Interactive Landing Page designs, output presentation, CRM integration, analytics reporting, maintenance, and support.

Our core mission is to drive better leads to our clients by connecting them with prospects that see genuine value in the financial return that can be realized with our client’s product/service.

All of our development work is done here, at our offices in Boston. This guarantees immediate support and direct access to our design and technical development team.

Who you’ll be working with…

Evan Moltz

Evan Moltz

Quinn Philips
Chief Architect, Calculator Design and Development

The Cogent ROI Team is a collaborative group of experienced business process, financial and technology assessment analysts, not to mention one savvy group of HTML5 programmers.

custom roi calculator team


LET’S CHAT. Learn more about how we would design your Interactive Benefits Value Calculator for your website or Interactive Landing Page.

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