Value Propositions

Value Propositions: How-to articles covering the latest marketing tactics, tips, and strategies.

• How to Maintain Brand Authenticity in Today's Politically Polarized ClimateBrandon Lewis
  To pick a side or not to pick a side? That is the question plaguing many brands in today's politically polarized environment. Pick a side, and you risk potentially losing ...
  Brand Positioning, Corporate Communications, Customer Relationships, Positioning, Public Relations, Value Propositions
• Five Mistakes That Are Costing You Precious B2B LeadsRohan Ayyar
  At the end of the day, lead generation is B2B marketing's primary task. It is also the trickiest. Getting disconnected from what customers want happens a lot more and faster ...
  Email, Email Marketing, Lead Generation, Sales, Social Media, Testing, Value Propositions, Web Analytics
• Why Your Ideal Prospect Just Picked Your Competitor (and How to Win Next Time)Laura MacPherson
  You lost your prospect to a competitor you've been enviously watching win again and again. What's happening? And how can you stop it from happening yet again?
  Content, Content Marketing, Lead Generation, Lead Nurturing, Sales, Value Propositions, Writing
• A 12-Point B2B Positioning Health-CheckLawson Abinanti
  This B2B positioning health-check will tell you how effective your positioning really is. And it'll help you overcome preconceived notions about positioning effectiveness and give you a proven way to ...
  B2B Marketing, Content, Marketing Strategy, Positioning, Positioning Statements, Value Propositions, Web Content, Web Copy, Websites
• Three Ways Marketers Can Tell Their Stories Across Multichannel TouchpointsShawn Cabral
  The digital, multi-device era has disrupted traditional brand storytelling—fragmenting story plots and making genuine engagement rare. But here's how brands can still tell captivating stories that bridge channels and devices.
  Content, Content Marketing, Customer Engagement, Customer Experience, Digital Marketing, Marketing Strategy, Multichannel Marketing, Value Propositions, Web Content
• The Five Factors of Value That Drive B2B Sales and Protect Margins (Article 3 of 4)Mark Eardley
  Here's straightforward guidance on how to identify what your customers value, understand how value motivates B2B buying, break through the price barrier, and use value (i.e., create it) to justify ...
  B2B Marketing, Customer Behavior, Marketing Strategy, Positioning, Pricing, Sales, Value Propositions
• Psych! Five Principles That Explain Why Consumers Take Action (or Don't)Laura Forer
  Today's marketers can track and analyze virtually every step of a customer's journey. We have hard data that show us what's working and what's not. But beneath all that data ...
  B2C, Behavioral Marketing, Customer Behavior, Customer Relationships, E-Commerce, Positioning, Retail Marketing, Value Propositions
• Five Customer Insight Mistakes You Must AvoidDenyse Drummond-Dunn
  Customer insights are essential to growth and success, yet they remain the elusive holy grail of many a business—a seeming exercise in futility. But you can avoid others' mistakes and ...
  Advertising, Customer Behavior, Customer Insight, Marketing Strategy, Positioning, Value Propositions
• Three Ways Niche Players Can Connect With the C-SuiteTom Whatley
  We all have dream clients—company logos we'd love to place on our homepage. The only way to get there, in most cases, is by engaging with senior decision-makers over time—starting ...
  B2B Marketing, Customer Acquisition, Customer Relationships, Lead Generation, Lead Nurturing, Networking, Positioning, Relationship Marketing, Sales, Value Propositions
• Is Commoditization an Issue for You? Here's What You Can Do About ItRick Steinbrenner
  Marketplace competitors can easily make your products or services a commodity so that everything comes down to price. How do you know whether you're being commoditized? And how can you ...
  Marketing Strategy, Positioning, Pricing, Sales, Value Propositions