Value Propositions

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• 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
• The Three Most Important B2B Marketing Questions for 2016Gavin Finn
  What are the guidelines for making choices and setting priorities in your marketing organization? To achieve success in 2016, these are the most important questions for marketers to ask.
  B2B Marketing, Customer Acquisition, Customer Behavior, Customer-Centric, Customer Relationships, Marketing Strategy, Sales, Value Propositions
• How to Gain Focus and Define Your Strategy: A TemplateIsadora Badi
  A well-defined strategy is vital for a team to understand what needs to be done and which areas need investment. It also helps you identify what to stop doing, where ...
  Brand Positioning, Chief Marketing Officer, Marketing Planning, Marketing Plans, Marketing Strategy, Positioning, Value Propositions
• The Business Case for Rebranding: Nine Essential ElementsJim Heininger
  Gaining leadership support and financial investment for a rebrand requires careful preparation of a rebranding business case that clearly outlines the need, the opportunity, the risks, and the cost of ...
  Brand Positioning, Branding, Management, Marketing Strategy, Positioning, Value Propositions
• The Key to Successful Positioning: '3Cs' ResearchLawson Abinanti
  Positioning shouldn't be left to chance. Unless you do your research, your message to the market has almost no chance of getting through and hitting the mark. Here's what you ...
  B2B Marketing, Brand Positioning, Business Intelligence, Channel Marketing, Customer-Centric, Customer Communications, High-Tech Marketing, Marketing Strategy, Positioning, Technology, Value Propositions
• How Copywriting Can Build Your Brand AuthorityJamie Thomson
  When you're recognized as a brand authority, you become the go-to business in your industry, you can be more selective with clients, and you can charge higher rates that reflect ...
  Brand Awareness, Brand Positioning, Content, Copywriting, Customer Behavior, Positioning, Value Propositions, Web Content, Web Copy, Writing
• 26 Universal Questions for Brand Positioning (and Creating Your Brand Story)Ulli Appelbaum
  How do you position your brand for success? What is the most compelling story you can tell about your business? Those are two of the most substantial questions marketers and ...
  Brand Positioning, Branding, Marketing Strategy, Positioning, Value Propositions
• 10 Tactics to Increase Newsletter SubscriptionsAleksander Czyz
  Collecting contact details from website visitors is crucial for any business. When your visitors give you their contact details, it's the first yes on a "yes ladder" to eventually becoming ...
  Customer Acquisition, Email, Email Lists, Email Marketing, Lead Generation, Newsletters, Value Propositions
• The High Cost of 'Free': Four Types of Free Offers and How to Calculate Their Cost to MarketersHeidi Cohen
  "Free" for customers is never free for marketers. There are always expenses to be paid for free offers or giveaways. And those costs are often higher than marketers anticipate.
  B2B Marketing, B2C, Content, Customer Acquisition, Customer Insight, Demand Generation, Direct Marketing, E-Commerce, Forecasts, Lead Generation, Metrics, Product Marketing, Promotions, ROI, Value Propositions, White Papers
• For True Brand Loyalty, Build Contextual Marketing Strategy Into Your Brand: Part 2James George
  Part 2 covers customer-experience-driven comparative advantages and targeted deployment—the tactical execution of communicating a brand's value proposition and unlocking competitive advantages.
  B2C, Brand Awareness, Brand Loyalty, Customer Experience, Customer Loyalty, Management, Marketing Planning, Marketing Strategy, Positioning, Product Management, Product Marketing, Retail Marketing, Strategy, Value Propositions
• Develop Your Brand Voice: Three Keys to Killer MessagingMaria Ross
  Here are three tips to consider when crafting messaging so you can pique interest, create a relationship, and stand out from your competition.
  Brand Awareness, Brand Positioning, Branding, Customer Communications, Customer Experience, Customer Relationships, Positioning, Value Propositions