Back to Strategic Marketing/Value Propositions
8-steps to create value props that deliver
A step-by-step guide and template for B2B marketers
Product marketing and content marketing go hand-in-hand, but most B2B organizations, particularly those involving science, engineering and manufacturing, are more comfortable demonstrating "how" a product or service works vs. "why" it is inherently better at solving a particular problem over other solutions.
Unfortunately, search engines and customers are less likely to recognize the value of your offering if you aren't satisfying their first requirement - knowledge.
Research indicates that "...by year 2020, buyers will manage 85% of their relationships without talking to a salesperson," according to a report by Gartner and reshared by Kapost Blog. Translate this to mean that customers want to conduct independent research and form their own opinions, therefore your online presence and content needs to win their hearts and satisfy their minds before you can win their business.
The value proposition template we've created will help B2B marketers:
- build a business case to embrace content marketing;
- create a systematic process for creating value propositions;
- generate value props that improve conversions; and
- produce a foundation for your content and marketing initiatives.