How can you create a B2B value proposition that summarizes your offering in one sentence?

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A B2B value proposition is a concise statement that summarizes the benefits and value of your offering to your target market. It helps you stand out from the competition, communicate your unique selling points, and attract and convert more leads. But how can you craft a B2B value proposition that captures the essence of your offering in one sentence? Here are some tips and examples to help you.

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Test your message:

A/B testing is a dynamic way to refine your value proposition. You can present two versions to your audience and see which one resonates more, leading to a more targeted and effective statement.
Listen to customers:

To distinguish yourself in the market, lean on feedback from your ideal customers. It ensures that your value proposition aligns with what they truly value, not just what you think they should.

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1 Identify your customer's pain points

The first step to creating a B2B value proposition is to understand your customer's pain points and challenges. What are the problems they are facing, the goals they are trying to achieve, and the needs they are trying to satisfy? How do these pain points affect their performance, productivity, and profitability? You can use customer research, surveys, interviews, and feedback to gather this information and segment your audience based on their pain points.

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Daniel Palay

Helping growing SaaS companies tell their financial stories
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Your solution isn't always what you think it is. You'll likely have multiple stakeholders experiencing their problems in different ways. Look at each stakeholder-problem-solution independently. Then find the one or two points of overlap. That's your one-sentence description.

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2 Explain how your offering solves them

The next step is to explain how your offering solves your customer's pain points and delivers value to them. How does your product or service help them overcome their challenges, achieve their goals, and satisfy their needs? What are the features, benefits, and outcomes of your offering? How do you measure and prove the value of your offering? You can use data, testimonials, case studies, and demonstrations to support your claims and show the results you can deliver.

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Nora Foster

Founder & Principal @ MKTG Consulting | Marketing Consultant, Fractional Marketer
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Avoid including everything you do in a value proposition. It should be a single, simple statement that demonstrates a company’s knowledge about the customer’s experience or challenge and the company’s specific offer to address it. For example, an AI company focused on automating manual processes might have the value proposition, "We help our clients reduce manual efforts by integrating AI capabilities into their businesses." Too often, a value proposition becomes unclear because it includes the proof points (the "how" we deliver points). Save those details for your longer "elevator pitch."

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3 Differentiate yourself from the competition

The third step is to differentiate yourself from the competition and highlight your unique selling points. What are the advantages and strengths of your offering compared to other alternatives in the market? What are the gaps and weaknesses of your competitors that you can exploit? How do you position yourself as the best choice for your target market? You can use competitive analysis, market research, and customer feedback to identify and emphasize your points of difference.

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Sunny Hunt

Customer Growth & Retention Architect for service-selling companies - build better, more profitable customers | Advisor | CEO @ Hunt Interaction | Speaker
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When pulling points of differentiation to use in a value proposition, make sure that you're using the differentiation your ideal customers say makes you different vs. what you and your team think makes you different. Why? You aren't writing a value proposition for your internal team; you're writing it to engage and attract customers.

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4 Write and test your value proposition

The final step is to craft and test your value proposition using the information you have collected. Utilize a simple formula to structure your value proposition, for example: We help [target market] [solve pain point] by [offering value], and add a modifier to specify your unique selling point, such as: We help [target market] [solve pain point] by [offering value] [better, faster, cheaper, etc. than competitors]. When writing your value proposition, use clear, concise, and compelling language that avoids jargon, hype, and vague terms. To ensure it resonates with customers, prospects, and stakeholders, test your value proposition with them to get feedback and refine it as needed. Here are some examples of B2B value propositions that summarize the offering in one sentence: Slack is a collaboration hub that brings the right people, information, and tools together to get work done; Shopify is a commerce platform that lets you start, grow, and manage a business online; HubSpot is a CRM platform that helps you grow better by attracting, engaging, and delighting customers; Zoom is a cloud-based video conferencing platform that enables you to connect, communicate, and collaborate with anyone, anywhere anytime; Mailchimp is an all-in-one marketing platform that helps you reach your audience, grow your business, and create your brand.

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Sunny Hunt

Customer Growth & Retention Architect for service-selling companies - build better, more profitable customers | Advisor | CEO @ Hunt Interaction | Speaker
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You can write dozens of value propositions, but the best value proposition is determined by your customers. Test your value proposition with your ideal customer segment (ideally, this should include new customers who have paid for your product). For example, you could do a 5-second copy test through different testing tools, include it in a survey, an A/B test in a social media ad, or even use email to test to see which email campaign gets the most significant click-through rates.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Geneviève C. Béland, ASC

LEADER EN CRéATION DE VALEUR & éVOLUTION DES ORGANISATIONS Croissance internationale, Stratégie de Revenus & RevOps | Marketing 360 | Innovations, Modèles d'affaires & Expérimentations | DATA & IA | Administratrice
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It is a great generic value proposition template. The hardest task is to fill the blank with distinctives purpose and concrete benefits that will resonate with your targeted personas. A/B testing could be a great approach to refine alignement of the wording.

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Sunny Hunt

Customer Growth & Retention Architect for service-selling companies - build better, more profitable customers | Advisor | CEO @ Hunt Interaction | Speaker
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Writing a value proposition requires intimate knowledge of your customers, ideally through qualitative research. Using Voice of Customer (or the words and phrases they use) and incorporating their tone, vocabulary, cadence, and even repeated unique words, will help you connect with your ideal audience faster and help you create a value proposition that resonates with your prospects.

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How can you create a B2B value proposition that summarizes your offering in one sentence?

1

2

3

4

5

1 Identify your customer's pain points

2 Explain how your offering solves them

3 Differentiate yourself from the competition

4 Write and test your value proposition

5 Here’s what else to consider

B2B Marketing Strategy

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How can you create a B2B value proposition that summarizes your offering in one sentence?

1

2

3

4

5

1 Identify your customer's pain points

2 Explain how your offering solves them

3 Differentiate yourself from the competition

4 Write and test your value proposition

5 Here’s what else to consider

B2B Marketing Strategy

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