Value Propositions

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• Everything I Learned About Marketing Came From Comedy, Part 2: ImprovKathy Klotz-Guest
  Part 2 of this two-part article series outlines more ways that comedy—in this case, improvisation—can help us become better marketers and connect more easily with our audiences.
  Career Management, Collaboration, Customer-Centric, Customer Insight, Customer Relationships, Humor, Positioning, Value Propositions
• Understand How Buyers Buy: Marketing With the 'Buying Center' Concept [Infographic]Glenn Gow
  Market segmentation and customer insights are only part of what you need to enter the competitive market. You need to take your marketing to the next level.
  B2B Marketing, Behavioral Marketing, Content Marketing, Customer Acquisition, Customer Insight, Inbound Marketing, Lead Generation, Lead Nurturing, Marketing Strategy, Personas, Positioning, Sales, Value Propositions
• Hey, Social Media! Everything I Learned About Marketing Came From ComedyKathy Klotz-Guest
  Comedy can teach marketers a lot about marketing. From finding your tribe to being more human, all comedy is great marketing in action! This article summarizes some of the most ...
  Content, Customer Relationships, Marketing Communications, Social Media, Value Propositions, Word-of-Mouth
• Results-Driven Marketing Creative in Four Steps, Part 2: Building a Creative ConceptCameron Avery
  The creative concept helps define the very core of your marketing message. It underpins your campaign content, and encapsulates the major themes to be communicated to your target audience.
  Advertising, B2B Marketing, B2C, Brand Positioning, Creative Briefs, Marketing Strategy, Positioning, Strategy, Value Propositions
• It's a Shame You Chose That Name: The Six Biggest Naming MistakesLaurel Sutton
  Naming your new company or product is a huge opportunity. Get it right, and you could put your brand on the map, generate buzz, and spark interest among customers. Get ...
  Brand Management, Branding, Naming, Positioning, Value Propositions
• 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, Smartphones, Value Propositions
• 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, Sales, Value Propositions
• 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
• A Quirky Experiment Proves the Value of Story-Driven ContentRyan Bigge
  How much is a $3 ashtray purchased at a yard sale worth on eBay? If it includes a short story by William Gibson, then it's worth $101. Still don't believe ...
  Content, Content Marketing, Customer Behavior, Positioning, Sales, Strategy, Value Propositions
• Six Story Elements to Help You Make Your Case
  To win a court case, lawyers must first assemble a gripping argument. Facts need to be combined with compelling story elements to create a persuasive narrative to win the jury ...
  Content, Content Marketing, Value Propositions, Writing
• Why Being Human Matters in MarketingEmily Eldridge
  Instinct tells us that "humanizing" a brand—connecting it in the consumer's mind with a distinctive personality or an engaging personal narrative—is a good idea. But we don't have to rely ...
  Customer Behavior, Customer Relationships, Nonprofits, Pricing, Research, Social Media, Value Propositions
• How to Tell Your Company's Story: Eight Questions to Get You Started [Slide Show]Verónica Jarski
  Sometimes, the hardest topics to talk about are those closest to you. So when businesses have to share their stories, they stumble. This colorful infodoodle slide show can help draw ...
  Brand Positioning, Content, Content Marketing, Strategy, Value Propositions, Vision Statements, Writing
• Is Your 'About Us' Page Effective?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 ...
  B2B Marketing, Brand Positioning, Branding, Positioning Statements, Small Business, Value Propositions, Web Copy, Website Design, Writing