What are the key elements of a value proposition that resonates with your B2B buyer personas?

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A value proposition is a statement that summarizes how your product or service solves your customers' problems, what benefits they can expect, and why they should choose you over your competitors. It is one of the most important elements of your marketing strategy, especially in the B2B context, where buyers are more rational, informed, and demanding. But how do you craft a value proposition that resonates with your B2B buyer personas? Here are some key elements to consider.

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Understand emotional drivers:

Delving into the emotional aspect of your buyer personas, like their fears and desires, can fine-tune your value proposition to resonate on a deeper level.This approach goes beyond just knowing their professional needs; it taps into what truly motivates their decisions.
Consistency is key:

Ensure that every interaction with clients reinforces your value proposition. Consistency builds trust and sets clear expectations, which is crucial in complex enterprise relationships.By living up to your promises, you're not just selling a product or service; you're proving your reliability as a partner.

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1 Know your buyer personas

A buyer persona is a semi-fictional representation of your ideal customer, based on market research and data from your existing customers. It helps you understand their goals, challenges, pain points, motivations, and preferences. To create a value proposition that speaks to your buyer personas, you need to know them well. You can use a B2B buyer persona template to collect and organize relevant information, such as their role, industry, company size, budget, decision-making process, and buying criteria.

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Charles J D.

Sr Marketing Manager @ AMPTIUS | EIC @ GTK
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Something that is often overlooked when developing buyer personas are their desires and fears. When developing a buyer persona we often delve deep into understanding our buyer at an emotional level. For example are they fearful of having a proposal they bring forward shot down? Do they currently have a desire to impress or are in the process of seeking validation? We endeavor to develop a mix of potential emotional drivers so that when presenting an offer and going through the proposal we can amend our approach accordingly.

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2 Highlight your unique value

Your value proposition should clearly communicate what makes your product or service different and better than your competitors. You need to identify your unique value proposition (UVP), which is the core benefit or advantage that you offer to your customers that no one else can. Your UVP should be specific, relevant, and compelling. You can use a formula like this to craft your UVP: [Your product or service] helps [your buyer persona] [achieve their goal] by [your unique feature or benefit].

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Charles J D.

Sr Marketing Manager @ AMPTIUS | EIC @ GTK
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While this is accurate we have found that the UVP can at times be very nuanced when matched against certain competitors. In such cases it is the entirety of the package as well as the experience and rapport with the client that ultimately get the deal across the finish line. As such it is the 1% better in multiple areas that makes us the better choice versus one stand out UVP.

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3 Focus on the benefits

Your value proposition should not only describe what your product or service does, but also how it benefits your customers. You need to translate your features into benefits, which are the outcomes or results that your customers care about. Benefits can be functional, emotional, or social. For example, a feature like "24/7 customer support" can be translated into a benefit like "peace of mind" or "reduced downtime". You can use a benefit statement like this to convey your value proposition: With [your product or service], you can [benefit 1], [benefit 2], and [benefit 3].

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Charles J D.

Sr Marketing Manager @ AMPTIUS | EIC @ GTK
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I wholeheartedly agree with this statement. Additionally, we have observed that the elimination of "pain" frequently has a more significant impact on larger clients. Moreover, benefits that safeguard against potential losses are often more attractive. Conversely, smaller businesses tend to be more inclined towards aspirational benefits like rapid growth.

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4 Provide proof and credibility

Your value proposition should not only tell your customers what you can do for them, but also show them that you can deliver on your promise. You need to provide proof and credibility to back up your claims and build trust. Proof and credibility can come from various sources, such as testimonials, case studies, awards, certifications, ratings, reviews, or data. You can use a proof statement like this to support your value proposition: Don't just take our word for it, see how [your product or service] helped [customer name] [achieve their goal] in [time frame].

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Charles J D.

Sr Marketing Manager @ AMPTIUS | EIC @ GTK
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In my experience it can at times be beneficial to partner with other providers when bidding on a larger project to add credibility and ensure a reliable delivery of services.

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5 Keep it simple and clear

Your value proposition should not be a long or complex paragraph that confuses or overwhelms your customers. You need to keep it simple and clear, using simple language, short sentences, and active voice. You should also avoid jargon, acronyms, or technical terms that your customers may not understand. You can use a clarity test like this to check your value proposition: Can you explain it to a 12-year-old in one sentence?

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6 Test and optimize

Your value proposition is not a static or fixed statement that you write once and forget. You need to test and optimize it regularly, based on feedback from your customers, market trends, and competitive analysis. You can use various methods to test your value proposition, such as surveys, interviews, landing pages, A/B testing, or analytics. You should also monitor and measure the impact of your value proposition on your key performance indicators, such as conversion rate, retention rate, or customer satisfaction.

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7 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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Alisha Lyndon

Consultant I Author of "The ABM Effect" I Founder & CEO Momentum ITSMA I Host The Account-Based Marketing Podcast I Helping to design, operationalize and embed ABM programs
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Be consistent with your value proposition When marketing to enterprise segment, it’s inevitable you won’t be the only person in your organisation talking with your client. Instead, there’s a complex array of relationships across departments and contacts. Your value proposition and message should be an extension of your actions and behavior. If it isn’t true to who you are, or you can’t deliver on it and you end up being inconsistent. Aim to be as clear as possible about what you have to offer, the value it’ll bring to their firm and build accurate expectations. Maintaining consistency ensures that your audience know what to expect and your team to better understand what their role is in delivering against this expectation.

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What are the key elements of a value proposition that resonates with your B2B buyer personas?

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1 Know your buyer personas

2 Highlight your unique value

3 Focus on the benefits

4 Provide proof and credibility

5 Keep it simple and clear

6 Test and optimize

7 Here’s what else to consider

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