Value Propositions

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• 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 ...
  B2B Marketing, Search Engines, Taglines, Testing, Value Propositions, Web Content, Websites
• Think Ahead While Cutting Back: Marketing Priorities in a RecessionPat 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 ...
  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 TeradataRoy 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 ...
  Collaboration, Marketing Challenges, Marketing Smarter, Value Propositions
• How to Write a Playbook that Enables Sales EffectivenessLaura 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 ...
  Collaboration, Marketing Tips, Sales, Value Propositions
• How to Avoid Green Marketing MyopiaJacquelyn A. Ottman
  In 1994, Philips launched "EarthLight," an energy-efficient compact fluorescent light bulb with a clumsy shape that was incompatible with most conventional lamps; it had a confusing package—and a $15 price ...
  Customer Satisfaction, Green Marketing, Positioning, Value Propositions
• Premium Store Brands: The Hottest Trend in RetailingNirmalya Kumar, Jan-Benedict E.M. Steenkamp
  Private labels started as cheap, inferior products and more recently became copycats. Today, best-practice retailers are using "premium store brands" to help position the retailer as a "brand." In fact, ...
  Branding, Positioning, Value Propositions
• The Four Pillars of Successful Product LaunchesRick Sklarin
  Today's leading companies don't rely on chance for market success. They take a scientific approach -- just as they do for product development -- to align company resources and activities ...
  Collaboration, Marketing Smarter, Product Marketing, Value Propositions
• Launching Your Product: Seven Marketing MustsGwyneth Dwyer
  Collaboration, Logos, Marketing Tips, Naming, Product Marketing, Value Propositions
• Squeeze the Lemons for Loyalty GrowthLynn Hunsaker
  Lemonade is refreshing, particularly on a hot day. With a little sugar and a lot of squeezing, sour lemons are transformed into a nice, healthy source of sustenance. Similarly, profitable customer ...
  Customer Experience, Customer Retention, Measurement, Value Propositions, Voice of the Customer
• Launching Your Product: Seven Marketing 'Musts'Gwyneth Dwyer
  Whether your launch is for an entirely new product or for a line extension, these seven marketing communication musts will put you on the path to success.
  Collaboration, Logos, Naming, Print Collateral, Product Marketing, Value Propositions
• Four Critical Keys to Writing a Web Site Home PageNick Usborne
  Customer Satisfaction, Value Propositions, Websites, Writing
• Marketing Strategy Is the Foundation for Business SuccessLinda Popky
  Take the time to ensure you have a well-thought-out, fully developed marketing strategy. It may require more work upfront, but it will pay off in the long run. After all, ...
  Market Research, Marketing Plans, Marketing Strategy, Targeting, Value Propositions
• Four Critical Keys to Writing a Web Site HomepageNick Usborne
  Writers face specific challenges when writing a home page. In fact, home pages can be tricky, simply because your page not only has its own job to do but also ...
  Customer Experience, Value Propositions, Web Copy
• Virtual Worlds: The Next Realm in Advertising?Bill Nissim
  What do Major League Baseball, Coca Cola, Well Forgo Bank, the W Hotel, and the American Cancer Society have in common? They all use a virtual realm to reach out ...
  Advertising, Brand Awareness, Second Life, Targeting, Value Propositions
• The 10 Cs of BrandingWilliam Arruda
  Whether you are working on a personal branding campaign or you're focused on differentiating your company's brand from its competitors, you need to constantly ask yourself if your brand is ...
  Branding, Targeting, Value Propositions
• Is There Value in Your Value Proposition?Denise Shiffman
  Market Research, Online Marketing, Positioning, Testing, Value Propositions
• Is There Value in Your Value Proposition?Denise Shiffman
  With all the emphasis these days on getting your message out using online media, we simply forget to focus on how to develop the right message. Many a company goes ...
  Benchmarking, Management, Value Propositions
• The 10 Truths of 'Real' Guerrilla MarketersAlain Thys
  Guerrilla Marketing is often defined as an unconventional way of performing promotional activities on a very low budget. While this is accurate, it's not quite right. The great guerrillas like ...
  Marketing Inspiration, Value Propositions, Word-of-Mouth
• Meeting the CEO's Mandates: Tuning Up Your Customer Reference Program (Part 3 of 3)Kathleen McBride
  Many organizations have had customer reference programs in place for years, but not until recently have those programs begun to capture the executive attention they deserve.
  Collaboration, Customer Experience, Customer Satisfaction, Net Promoter, Value Propositions
• The Real Buzz: B2B Word-of-mouth Marketing for ITSteven Nicks
  Finding ways to encourage customers to talk about your company and products is easy once you know what to do. Even in the B2B space, you can indeed create buzz.
  B2B Marketing, Customer Advisory Programs, Customer Relationships, Measurement, Segmentation, Value Propositions, Word-of-Mouth