Posts Tagged ‘value proposition’

Value propositon: What’s price got to do with it?

Wednesday, April 27th, 2011

By Doug McCartney

One of my longtime friends, who also happens to be an expert writer and consummate marketing expert, has always been fond of saying “In America, you are what you say you are until proven otherwise.” I love that line because you can apply it to just about any facet of life, politics certainly but also your personal or business life as well. But for me, I always pull it out whenever anyone wants to talk about their value proposition and price.

Money talks

Where Marketing adds its greatest value

Thursday, April 21st, 2011

By Barbara Bix

Shortly after I got up this morning, I strolled over to Marketing Over Coffee for a quick shot before heading off to work and found this great article, entitled How to restore the faded luster to marketing by Rich Guha.  In my opinion, it’s a “must read” for anyone looking to build a business or aiming to build a career in marketing.

It’s about the big picture

Referencing management heroes such as Peter Drucker and Ted Leavitt, the article discusses what companies have lost as marketing becomes more specialized. Guha advises marketers that wish to add significant value to the business to:

Good lead generation campaigns are much more than a shot in the dark

Monday, March 14th, 2011

By Barbara Bix

I have a friend with a son who is a sophomore in high school.  This morning, she told me that she can’t believe how many money colleges waste precious funds on expensive direct mail communications.  She described the quality of the paper, the outsized packaging, and the heft of the packages they’ve been receiving–all of which she tosses in the waste bin.

Direct marketing mail campaigns are often cost-effective

Inbound marketing starts with deep customer insights

Wednesday, February 9th, 2011

Kristin Knipp offers great advice in a post previewing Hubspot’s talk at the upcoming meeting on inbound marketing for Medical Device companies. She recommends starting with defining a unique value proposition and then building a content factory to attract humans and search engines.

Value is in the eye of the beholder

Although not stated explicitly, it is essential that marketers define the value proposition with the target audience’s perspective in mind–and that the content directly contributes to the delivery of that value proposition.

Software value proposition for prospective health care customers

Tuesday, January 11th, 2011

In previous posts, I presented the  do-it-yourself guide for creating value propositions in 3 steps and provided examples of how to apply it to develop a green value proposition and a value proposition for a professional services provider.  This post provides an example of how to apply the formula to developing a value proposition for health care prospects.  It also provides another tip for creating compelling value propositions.

Software value proposition for health care providers

Here’s the value proposition:

Value proposition example for a professional service provider

Tuesday, November 9th, 2010

By Barbara Bix, B2B Marketing Consultant

Here’s an example of how a professional service provider can apply the do-it-yourself guide for creating value propositions in 3 steps.    It uses the same formula as the green value proposition example I posted last week (immediately below).   This time, I’ve used it to describe the value I offer my clients as a B2B strategic marketing consultant (below the value proposition formula).

The value proposition formula

We help [your most promising prospects] that [need help with the pressing concern you address] succeed by [providing the material improvement you will deliver].  Unlike [the alternative solution], [your solution] [describe the reason why your company is a better choice] as demonstrated by [evidence that you will deliver as promised].

How to create a compelling value proposition: Do it yourself in 3 steps

Monday, October 18th, 2010

By Barbara Bix, B2B Marketing Consultant

Businesses today are seeking products, services, and solutions that will directly or indirectly improve their competitive advantage.  As part of the sales process, buyers expect to hear how sellers’ products or services will materially contribute to the buying organization’s success–and why the seller is uniquely qualified to deliver that value.  This post outlines how to step into buyers’ minds, and create value propositions that compel them to buy.

What is a value proposition?

SaaS: Building the revenue momentum you need to achieve profitability

Tuesday, May 11th, 2010

Lots going on in Boston this month.  Just got back from an information-rich panel discussion offered by the Massachusetts Technology Council entitled: Tricks of the Trade – Building Revenue Momentum in SaaS.    Here are my notes.

SaaS revenue momentumProgram description

Unlike traditional software business models which are based on one-time license sales and lump-sum cash payments, the SaaS model is predicated upon building annuity-type revenue and cash streams. Over the long-term this business model is highly attractive, but especially for early-stage companies ramping SaaS revenues poses a unique set of challenges. MassTLC has gathered a panel of accomplished SaaS operating executives to share their insights on getting the initial revenue ‘flywheel’ turning and building sustainable SaaS enterprises.

Follow the money: How to capitalize on opportunity in a tough economy

Sunday, January 11th, 2009

The economy has slowed down but businesses—and individuals—are still buying. The difference is that they’ve tightened their belts. Most are spending less—and many are spending on different things, for different reasons. The question is—how do you get money from those who are deliberately trying to cut down?

Where there’s sales activity, there’s an unmet need

Our clients find that one of the best ways to find out where to concentrate their firepower is to follow the money. They do this by studying recent activity—their own, the competitions’, or those of the companies that are succeeding under current market conditions. Why? Because where there’s activity, there’s an unmet need.

Developing a compelling value proposition: What you need to know

Sunday, December 7th, 2008

With the economy slowing, prospective buyers are scrutinizing every penny they spend. Therefore, it’s incumbent upon sellers to clearly articulate the value that prospective buyers will derive once they buy.

In recent posts, we’ve discussed the characteristics of a compelling value proposition, and the importance of concentrating your firepower on those companies that most value your capabilities. This week’s post discusses concrete steps you can take to identify, validate, and test your value propositions.