Is your brand currently resonating with your potential clients with a strategic B2B value proposition?
Coming up with a unique value proposition for your B2B can work wonders for your marketing and branding efforts. And although around 65% of B2B companies have value propositions, only 2.2% of them have implemented effective and impactful value propositions.
Turns out, creating one for your company is very strategic. With complex sales funnels and multiple stakeholders being involved in the buyer journey all working to identify the problem and find the right solution, the goal of your value proposition should be to resonate with your customer during the brand awareness stage of the customer journey.
How should B2B companies position their solution in the market to be both effective and impactful?
When working with putting value propositions together for our clients, it requires a collaborative effort between top executives from CEO, to CMO, to COO and VP of Sales. To make an effective and impactful proposition, it should align with the company vision and clearly identify what makes the company unique within their industry.
What is a Value Proposition?
They are not slogans, taglines, or mission statements – so what are they?
According to the Oxford Review a value proposition is: “[a] company’s core promise of benefits to clients and prospective clients”. A good value proposition should define what your company does and differentiates your business from your competitors. A value proposition should make your business and brand stand out!
The most concise way to sum up the elements of most effective value propositions is through these four checkpoints. Your value proposition should…
- Say what you do
- Outline who you do it for
- Define how you do it differently
- Be easy to understand and is concise
B2B Value Proposition Examples
There are many B2B businesses rocking the value proposition game right now.
These key value propositions have several things in common. They’re all very clear, concise, and catchy. Most importantly, they define their target audience and identify what problem their product is working to solve for these customers. Lastly, these statements are found right at the start of their website journey and ensure that the rest of their site’s messaging reflects the company’s core values, which are also embedded in their key value proposition. Let’s look at some examples:
Hootsuite
“Social is your superpower. Easily manage all your social media and get results with Hootsuite.”
MailChimp
“Do it all with MailChimp. Audience data, marketing channels, and insights together so you can reach your goals faster—all from a single platform.”
Shopify
“The platform commerce is built on. Millions of the world’s most successful brands trust Shopify to sell, ship and process payments anywhere.”
Slack
“Slack is your digital HQ. Transform the way you work with one place for everyone and everything you need to get stuff done.”
Why B2B Companies Should Invest in Defining their Value Proposition
The best way to describe an effective value proposition is to think of it as the foundation to the house that is your business. Once you have the solid foundation, the rest of your messaging can reflect it. A unique value proposition should help define your company’s values both internally and externally, while housing the rest of your marketing messaging comfortably and logically.
How to Create a Strong B2B Value Proposition
Here are 4 steps to creating a strong and effective value proposition for your B2B company.
Define Your Company’s Core Values
Defining your company’s core values is very important to determine what you want your core statement to reflect and what you want your messaging to be based upon.
Complete Audience Personas
When completing customer research and identifying your customer persona, ask this question:
- What do they need?
- What challenge my product/service will help them solve?
Define Your Product or Service
In defining your product, it is both important to summarize what it does and do so in the context of your target audience – what problem are you solving for your customers? Additionally, how can you concisely summarize your business goals?
Workshop Your Statement
The first step is to answer all the above questions and summarize them into a short and logical statement. Your skills in editing and refining are key here as a value proposition needs to be crisp, clear, and concise. In case you do not feel inspired in your creative thinking – we can help!
Pace Creative Work Samples
We’ve worked on many value propositions over the years. Here are a few recent projects we completed:
ATAC Resources – Mining
The Challenge: How can your value proposition be used as a company description?
Value proposition for ATAC Resources:
“Strategically positioned in the Yukon and Nevada to propel year-round copper and gold exploration along multiple paths to value creation.”
Total Safety – Engineering
Our challenge: How can you create a value proposition for a product description?
Value proposition for Total Safety:
“Only Total Safety combines over 15 years of Centralized Confined Space Monitoring (CCSM) experience with patented technology to reduce the risk of safety incidents and labor costs linked to stationing on-site personnel in permit-required confined spaces.”
Get Started on Creating Your Value Proposition
Is your company’s value proposition effective and impactful? If you are one of the 97.8% of the companies that need help transforming your existing value proposition to be more strategic, our team can help! Developing value propositions is one of our strengths at Pace Creative! Reach out to us today to get started on defining your value proposition and your next marketing project!
Pace Creative is a full-service communication and marketing agency specializing in content and digital marketing for B2B. We develop value propositions for our client when collaborating on projects like branding strategy, content marketing strategy and digital strategy.
