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

• Mobile Innovation (Part 6): Innovating Value Propositions Through MobileChristina "CK" Kerley
  Value propositions are the heart, soul, and epicenter of a business. They reflect its market positioning while communicating the core promises it makes to its customers. Let's look at three ...
  B2C, Brand Positioning, Content, Customer Experience, Customer Relationships, Digital Theory, Inbound Marketing, Marketing Strategy, Mobile Marketing, Positioning
• Four Tips for Building Fail-Proof Buyer PersonasJustin Gray
  Whether you think it, believe it, or discard it... the truth is that buyer personas are the start of every successful campaign. Every marketer knows that understanding your buyer is ...
  B2B Marketing, Customer Acquisition, Customer Behavior, Customer Insight, Demographics, Lead Generation, Personas, Positioning, Sales, Value Propositions
• Lead Nurturing and Marketing Automation: 15 Key Questions Answered (Questions 13-15)Sid Smith
  The final installment in this series answers three questions: What are the keys to successful nurture campaigns? What's an example of a typical nurture sequence? How do I select a ...
  Customer Acquisition, Customer Behavior, Email, Inbound Marketing, Lead Generation, Marketing Automation, Sales, Value Propositions
• Pavlov's Dog, or How to Develop and Deliver a Consistent Brand ExperienceMichael DiFrisco
  When we hear a name, see a logo, whiff a particular scent, or encounter a sensation, we are conditioned—like Pavlov's dogs—to respond in a specific way.
  Brand Loyalty, Brand Positioning, Branding, Customer Behavior, Customer-Centric, Customer Experience, Customer Relationships, Customer Service, Positioning, Value Propositions
• Lead Nurturing and Marketing Automation: 15 Key Questions Answered (Questions 2-4)Sid Smith
  The second article in this series answers three questions: How do we get started with lead nurturing/marketing automation? What is lead nurturing and how does it work? How long till ...
  B2B Marketing, Brand Positioning, Content, Content Marketing, Customer Acquisition, Inbound Marketing, Lead Generation, Lead Nurturing, Marketing Automation, Positioning
• Seven Rebranding Lessons Learned: A Road Map From a Newly Merged CompanyMark Durrett, Alicia Smith
  Working through a six-month rebranding effort, we learned seven key lessons we deemed worthwhile to share in the hope they can help others who might face similar challenges.
  Brand Ambassadors, Brand Management, Brand Positioning, Branding, Customer Insight, Feedback, Positioning, Technology, Value Propositions
• Customer Experiences and the Theory of RelativityHoward Lax, PhD
  Your customers see the world through a lens of comparisons to meaningful reference points. That has repercussions for the design, measurement, and analysis of customer experiences—and, by extension, customer loyalty.
  Customer Behavior, Customer Experience, Measurement, Positioning, Survey Data, Surveys, Value Propositions
• Voice of the Customer: Trick or Treat for Your Product Launch?Tim Riesterer
  Have you heard of the phenomenon of “declared preference” versus “revealed preference?” If you haven’t, you may be in for a scary surprise this Halloween season if you are using ...
  Customer Acquisition, Lead Nurturing, Market Research, Positioning, Product Marketing, Research, Sales, Surveys, Value Propositions, Voice of the Customer
• Nineteen (19!) Ideas for Growing Your Email ListHunter Boyle
  What would you rather have, a big list with dismal conversion rates or a smaller list targeting a highly engaged audience? Thought so. For a healthy opt-in email list, quality ...
  Blogging, Email, Email Lists, Email Marketing, Lead Generation, Metrics, Segmentation, Social Media, Value Propositions
• The 7 Ps of Customer Retention MarketingKarl Wirth
  We often think of marketing as a way to acquire customers. But, today, business is more relationship-based and therefore just as focused on retaining customers. So how do the 7 ...
  Brand Positioning, Customer Relationships, Customer Retention, Marketing Strategy, Positioning, Pricing, Promotions, Value Propositions

Value Propositions: Podcasts containing in-depth interviews with smart marketers from all walks of life.

• Can Marketing Get You Out of Jail or Save Your Soul? Marketing Smarts Live [Podcast]by Matthew Grant
  We took Marketing Smarts on the road and recorded the podcast live in Los Angeles, where I interviewed Eric Granof, CMO at the largest underwriter of surety bail in the US, and Brad Abare, communications director of a Los Angeles-based ...
  Content Marketing, Marketing Smarts, Value Propositions

Value Propositions: Online seminar broadcasts from the best minds in marketing

• Sales Messaging That Closes the DealBroadcast on 6/21/2012 with Tim Riesterer
  Discover how to develop content marketing messages that help your salespeople close the deal and convince prospects to choose you.
  Collaboration, Content, Content Marketing, Customer Relationships, Market Research, Marketing Strategy, Marketing Tips, Sales, Value Propositions, Writing
• How to Build Personas that Persuade Buyers and Increase SalesBroadcast on 2/23/2012 with Adele Revella
  Join us February 23rd for a PRO seminar with B2B marketing expert Adelle Revella, and discover a simple step-by-step process for building buyer personas to help you deliver messages that persuade buyers at each stage in the buying process.
  B2B Marketing, Content, Marketing Strategy, Personas, Sales, Value Propositions
• Get to Know Your Customers: Connecting Market Research to Business GrowthBroadcast on 8/5/2010 with Bill Alberti
  Learn how to frame market research in terms of profitable impact. You'll discover how to establish the connection between using research to understand your customers and improved business performance.
  Customer Behavior, Market Research, Marketing Tips, Measurement, ROI, Value Propositions
• Social Media for Marketers: A 15-Step Process to Engage with Your Customers OnlineBroadcast on 3/13/2008 with Geoff Livingston
  Things aren't quite so simple for marketers any more. One-mass communication-based approaches don't work quite the same way. And if you use old marketing tactics in this new media world, in fact, the results can backfire on well-meaning companies.
  Blogging, Customer Engagement, Marketing Tips, Social Media, Social Networking, Value Propositions, Videos
• How to Make Marketing Indispensable to SalesBroadcast on 2/7/2008 with Michael Nick
  If salespeople are going to succeed in today's market, they desperately need your help. Unfortunately, most marketers are focused on the wrong message, which they then use to develop unusable collateral that ends up in the wastebasket.
  Collaboration, Customer-Centric, Marketing Strategy, Measurement, Print Collateral, ROI, Sales, Value Propositions
• Get More Customer Mindshare: Developing a Rock-Solid Value PropositionBroadcast on 11/29/2007 with Jill Konrath
  When salespeople lack strong value propositions, they're unable to crack into corporate accounts, engage customers in business-oriented discussions, differentiate themselves from competitors and get prospective customers to make decisions to change. Strong value propositions are that important!
  B2B Marketing, Customer Engagement, Management, Positioning, Sales, Value Propositions
• Customer Message Management 2: Confuser or Clarifier? Creating Customer-Relevant MessagingBroadcast on 6/8/2007 with Tim Riesterer
  This seminar provides you with a detailed tutorial on the tools and templates you can use to make sure your company can compete on clarity and avoid parity in your value propositions.
  Collaboration, Creativity, Customer-Centric, Measurement, Targeting, Value Propositions, Writing
• Bridging the B2B Sales and Marketing GapBroadcast on 10/12/2006 with Jeff Thull
  Gain invaluable insights into how aligning marketing and sales through this unique approach will translate your marketing strategy into sales results.
  B2B Marketing, Collaboration, Lead Generation, Marketing Tips, Sales, Value Propositions
• Email Marketing Success: 10 Campaigns Examined for Better and for WorseBroadcast on 8/24/2006 with Stephan Spencer
  This virtual seminar is going to get "hands on" with reviews of actual email campaigns submitted by MarketingProfs members. If you've ever wondered what you were doing wrong with your email marketing, this is the seminar for you.
  CAN-SPAM, Email Campaigns, Email Marketing, Email Subject Lines, Preview Pane, Value Propositions, Writing
• Writing a Marketing Plan for Entrepreneurs and Small Business: From Blank Page to PresentationBroadcast on 6/9/2005 with Michael Fischler
  A marketing plan is the single most important guidepost you’ll have to maximize effectiveness and minimize the risk of marketing. Learn how to get the most out of your marketing plan.
  Market Research, Marketing Plans, Positioning Statements, Pricing, Small Business, SWOT, Value Propositions, Writing

Value Propositions: Tutorials — tactical marketing know-how in just 10 minutes from subject matter experts

• Take 10: Everything You Need to Know About LinkedIn EventsReleased on 10/8/2010 with Jason Alba
  Take a quick 10-minute tour of LinkedIn Events with expert Jason Alba, who spells out not only how to access and use the Events application, but also how to wield its branding and word-of-mouth powers.
  Brand Awareness, LinkedIn, Marketing Tips, Take 10, Trade Shows/Events, Value Propositions, Word of Mouth