Marketing Resources: Value Propositions

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Results for Value Propositions

Is Your 'About Us' Page Effective?by Kevin B. Levi
For a small B2B business, the second most important page on its website after its homepage is its "About Us" page. Learn a highly effective formula for creating content for your "About Us" page, and how to track its effectiveness.
More articles on B2B Marketing, Brand Positioning, Branding, Positioning Statements, Small Business, Value Propositions, Web Copy, Website Design, Writing
Just What Do Marketers Do, Anyway?by Barbara Bix, Olga Taylor
Product value isn't defined by quality or price; it relies on marketing and customer insight. Without them, a $1,000-a-minute violinist is a $32-a-day subway performer. Learn to find your $1,000-a-minute market.
More articles on Marketing Strategy, Pricing, Promotions, Sales, Value Propositions
Stop Selling and (Instead) Help Your Customers Buyby Steven Van Yoder
The latest recession has profoundly altered consumer behavior. As home values plummet, stock portfolios shrink, and company profits erode, prospects are less likely to make purchases, and thrift is back in vogue. Time to stop selling; instead, become a trusted ...
More articles on Brand Awareness, Customer Behavior, Recession, Sales, Thought Leadership, Value Propositions
Formulate Your Content Strategy in 10 Simple Stepsby Steve Sponder
Content is moving from being among the final considerations of a Web-development project to being front and center in a digital-marketing strategy. And, more and more, brands are recognizing that a strategic approach to content is becoming important. To help, ...
More articles on Branding, Content, Customer Engagement, Digital Marketing, Marketing Strategy, Marketing Tips, Value Propositions
Shattering Five Branding Mythsby Maria Ross
When people think of branding, they often think of just a logo or business card. Or they think of the opposite extreme, such as Apple, and so assume they will never have the resources to "brand effectively." But branding on ...
More articles on Brand Equity, Brand Positioning, Branding, Logos, Marketing Tips, Value Propositions, Website Design
Start Smart: A 10-Step Mobile Media Guide for B2B Marketersby Christina "CK" Kerley
When it comes to mobile, B2B marketers find themselves more confused than confident. This companion piece to our 10-Step Guide on social media focuses on integrating mobile into the B2B marketing mix. Follow these 10 steps to ensure you start ...
More articles on B2B Marketing, Customer Engagement, Marketing Strategy, Marketing Tips, Mobile Marketing, Value Propositions
Three B2B Value-Proposition Rules That Create Preference, Not Just Parityby Tim Riesterer
A 2009 survey of 9,000 decision makers in B2B companies found that 86% of the "unique benefits" touted by vendors were not perceived as unique or having enough impact to create preference. Unwittingly, it appears, companies are creating value parity-positions, ...
More articles on B2B Marketing, Customer Engagement, Marketing Tips, Testimonials, Value Propositions
Build Your Brand on a Solid Sense of Your Identityby Roger Sametz
Think of your brand as a mosaic where you can select and place most, but not all, of the tiles: You can control the communications you make, your offerings, and how your organization behaves. But some of the tiles in ...
More articles on Brand Positioning, Branding, Marketing Strategy, Value Propositions
The Value of SaaS Isn't Just Lower Costby Peter A. Cohen
Build a value proposition for your SaaS solution that's supported by multiple legs, because there's danger in relying on a single strategic advantage over your competitors. In other words, it's hard to sit on a one-legged stool.
More articles on Collaboration, Hiring Outside Resources, Marketing Smarter, Product Marketing, Value Propositions
Is Your Homepage Overwhelming and Underperforming?by Kathryn Roy
Are your website visitors like tourists strolling through Times Square on their way to a matinee with little time to spare, or are they a captive audience willing to watch and absorb all you hope to communicate? Websites increasingly appear ...
More articles on B2B Marketing, Copywriting, Marketing Tips, Value Propositions, Videos, Web Analytics, Website Design
Earning Customer Raves: Make These Five Decisions, and Customers Will Grow Your Business for Youby Jeanne Bliss
When you make decisions that respect and honor customers, you will earn their admiration and, eventually, their love. Then customers will begin to grow your business for you.
More articles on Community, Customer Loyalty, Customer Relationships, Value Propositions
Don't Make These Value-Proposition Mistakesby Kathryn Roy
You think your value proposition is as strong as it needs to be because you are making sales, right? But you may be selling in spite of, not because of, your value proposition.
More articles on B2B Marketing, Case Studies, Marketing Tips, Value Propositions
Creating Compelling Value Propositions Can Be Funby Barbara Bix
It can be hard for companies—especially those that have a steady stream of paying customers—to exert the discipline to explore new markets that may be more profitable. But companies that do invest the effort to hone and validate their value ...
More articles on Marketing Challenges, Marketing Smarter, Value Propositions
The Customer Lens: An Approach to Customer Touch-Point Analysisby Barre Blake
Few marketers would dispute the statement that it is the sum of all customers' interactions with a company, over time, that ultimately creates or destroys that company’s brand value. Yet few companies take the time to look at their own ...
More articles on Brand Equity, Collaboration, Customer Advisory Programs, Customer Engagement, Customer Experience, Marketing Smarter, Measurement, Value Propositions
Ten Essentials of Software-as-a-Service Solution Marketingby Peter A. Cohen
Here are 10 essentials of software-as-a-service (SaaS) solution marketing.
More articles on Brand Positioning, Collaboration, Customer Acquisition, Customer Engagement, Customer Retention, Value Propositions
Why You Are Unpopular Online: Six Ways to Doom Your Community-Building Effortsby Mack Collier
Companies are increasingly looking to create vibrant and healthy online communities for their businesses. But many companies are seeing their efforts fail or produce flat results. Here are six reasons why many online communities never materialize, and what you can ...
More articles on Blog Comments, Community, Customer Engagement, Customer Relationships, Facebook, Social Media, Social Networking, Twitter, Value Propositions, Word of Mouth
Think and Act Like a Nonprofit to Deepen Connections and Build Relationshipsby Roger Sametz
For decades, the prevailing wisdom was that nonprofits should learn from for-profit enterprises how to become "more businesslike." Many nonprofits thus embraced best practices in branding, marketing, service delivery, money management, and leadership. They have also learned how to keep ...
More articles on Community, Customer Engagement, Customer Relationships, Marketing Smarter, Non Profits, Targeting, Value Propositions
Think Ahead While Cutting Back: Marketing Priorities in a Recessionby Pat LaPointe
Where do marketers turn once all the fat has long since been trimmed and all that's left is muscle and bone? And how do we break the downward spiral of cut, cut, and cut some more? Here are some ideas ...
More articles on Brand Positioning, Collaboration, Customer Relationships, Management, Marketing Budgets, Measurement, Recession, Value Propositions
Marketing Champion Focused on Customer Analytics: Q&A With Paul Barsch, Marketing Director of Teradataby Roy Young
Paul Barsch, Marketing Director at Teradata, the business intelligence and data warehousing firm, is responsible for coordinating services engineering teams to define, build, and bring new offers to market. A self-described "information junkie" with over 15 years in marketing for information ...
More articles on Collaboration, Marketing Challenges, Marketing Smarter, Value Propositions
How to Write a Playbook that Enables Sales Effectivenessby Laura Patterson
The sales playbook captures your company's knowledge about its markets, value propositions, offers, competitors, and best practices. These are the very elements that fall within the marketing organization's domain, which is why marketing plays a strategic role in developing the ...
More articles on Collaboration, Marketing Tips, Sales, Value Propositions

See all 81 marketing articles related to Value Propositions

Three Ways to Kick-Start a Sales Cycle
A 2009 survey of decision makers in B2B companies found that "86% of the 'unique benefits' touted by vendors were not perceived as unique or having enough impact to create ...
More articles on B2B Marketing, Sales, Value Propositions
Three Key B2B Decision Makers and How to Pitch Them
"Reps selling into complex organizations need to be enabled with at least three levels of detail," Andy Hasselwander writes in a post at the B2B Marketing Confidential blog: "one for ...
More articles on B2B Marketing, Sales, Value Propositions
Dive Deep Into Your Customer's Vertical
Tech companies still find it difficult to design, market and deliver actual solutions to their customers' business problems. Though execs talk internally about solving customer problems, they often come at ...
More articles on High-Tech Marketing, Sales, Value Propositions
Champagne Taste, Beer Budget
Would you dicker with a waiter about the price of a steak entrée? Or ask a hairdresser to give you highlights for free? Or expect a cashier to sell you ...
More articles on Marketing Inspiration, Value Propositions, Videos
Selling in the Brave New Economy
Sales techniques that succeed in a strong economy can work against you in a weak one. The reason, says Bruce Wedderburn in the whitepaper "Five Questions Your Clients Are Asking," ...
More articles on Customer Engagement, High-Tech Marketing, Recession, Sales, Value Propositions
Knowing How to Cut
When spending must be cut, and it's just a matter of determining where, you face a process fraught with potential pitfalls. Here's some help. In a post at Harvard Business ...
More articles on Measurement, Recession, Value Propositions
What Exactly Do You Do, Again?
We all know the cliché: you have 1.5 milliseconds to grab a prospect's attention at your home page and convince him to stay. So why, then, are so many B2B ...
More articles on B2B Marketing, Search Engines, Taglines, Testing, Value Propositions, Web Content, Websites