BEST PRACTICE: Value is the key to opening more doors – Dramatically enhance your value prop...
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Transcript of BEST PRACTICE: Value is the key to opening more doors – Dramatically enhance your value prop...
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Dramatically enhance your value prop through relevance, data, and love
Cory Polonetsky
Senior Director, Elsevier Value Proposition Initiative
June 17, 2015
Value is the key to opening more doors
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•“At first I didn’t think we’d renew, but now,
I couldn’t imagine doing my job
without ClinicalKey”•- head librarian
•January 21, 2015
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Products
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Value
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Empowering knowledge since 1880
Carrying on the tradition of the House of Elzevir
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1. Razor-sharp relevance
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49% of B2B buyers say
value props presented to them contain irrelevant info
SOURCE: 2014 survey of US technology buyers by IDG Connect
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SOURCE: Retrieved April 14, 2015 from http://www.marketectsinc.com/what-you-need-to-know-before-you-develop-a-brand-strategy-part-3/
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Two impacts of irrelevance in your value prop
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Price sensitivity
Two impacts of irrelevance in your value prop
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Price sensitivity
Customer intimacy
Two impacts of irrelevance in your value prop
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Ask questions (more, better)
Study their competition
Expand network within customer organization
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2. Differentiated data
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The metric that B2B marketers must master to win more business is
customer ROI
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Two-way value conversation
Collaborative exercise
Quantified value
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3. Show some love
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9-part value prop diagnostic shows that
customer touchpoints can be improved
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Human voice
Your customer’s customer
Rational + emotional
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Questions?
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Thank you!