A Value Proposition For B2B Marketers

A value proposition is a common term used by many B2B marketers and understood by only a few. If you are pushing your products, services, and capabilities you’re in severe trouble. If you are investing in a mass marketing approach to create brand awareness you are in even bigger trouble. Let us explain why?

You are investing in marketing that is “noise” and will not cut through to your existing customers, prospects, and target markets. Because this form of marketing is all about you and not your customer. Start by answering these key questions:

• How do you help your customers?
• What are the benefits you provide your customers? (not product features)
• How do you solve their key challenges and alleviate their concerns?
• How well do you understand their business and customers they serve?
• Are you a supplier or a trusted partner?
• How do you deliver customers value?
• Are you superior to the alternatives?
• What is your guiding purpose?

The cost of not marketing your value proposition can no longer be ignored. Your biggest competitive threats will become irrelevant once you start to create a real and beneficial experience for your customer. Your products won’t be commoditised and your products/services won’t be discounted.

So the next time you think about marketing your industrial products and services – think about your market segments and customers. Start talking in their language:

• removing their supply chain risk,
• increasing their market share,
• decreasing costs in their operations, and
• maximising their profit and sales.

This the same language you use to run your business, motivate your people and improve customer experience. It can be that simple but so hard to communicate your value proposition effectively both internally and externally.

If you need some support to create and communicate your value proposition, let’s chat.

Related: VP Case Study

More Reading: Create a Spark

VALUE PROPOSITION GUIDE

Learn how to develop a winning value proposition to achieve that desired space between what your clients value and what really works. We share the 5 key elements to craft your value proposition and create a sustainable competitive advantage. Your Guide provides a proven approach to develop and execute a compelling VP underpinned by your capabilities and guiding purpose.

ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.