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

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

• Using Buyer Personas to Make an Impact on Your Marketing ROIBroadcast on 5/15/2014 with Adele Revella
  In this PRO seminar, we'll cover a practical plan to ensure that your buyer personas have a direct, measurable impact on marketing ROI.
  Content Marketing, Marketing Strategy, Personas, Value Propositions
• How to Avoid the Pitfalls of a Bad RFPBroadcast on 10/3/2013 with Cal Harrison
  This PRO seminar will help consultants and other professionals to understand their options when faced with a bad RFP, explore how to overcome the most common problem areas, and how to maximize their chances for success if they choose to proceed.
  Collaboration, Marketing Strategy, Marketing Tips, Sales, Value Propositions
• 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

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, Tradeshows/Events, Value Propositions, Word-of-Mouth