Developing Effective Value Propositions

A value proposition communicates what a company does and its unique benefits over the competition and why a customer should engage.

A recent survey of 1,745 B2B marketers by MarketingSherpa identified the most successful tactics for developing effective value propositions that resonate and convert. Check it out:

I find it very odd that only 20% of respondents conducted a best practice of testing value propositions. Also, less than half conducted competitive research and targeted specific value propositions to specific audiences.

Really? Why on earth wouldn’t marketers test and target their value propositions to prospective audiences?

You can have great creative campaigns, but if customers are clear on the company’s value in the first place, they are not going to convert. No wonder why they don’t get a good return on their marketing initiatives.