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Strengthen your value proposition

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Many B2B firms struggle to stand out from the noise. The answer? TMP Pro: a practical methodology to identify your point of difference.

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Strengthen your value proposition

  1. 1. Growing B2B success on a stronger value proposition A practical methodology to identify your point of difference TMP PRO: proposition refinement and optimisation
  2. 2. Are you different, really? B2B vendors want to become more than just suppliers. They’re expanding their portfolios and positioning themselves as strategic partners. It’s an ambitious goal, and one that makes it hard to stand out. As a result, most B2B offerings look and sound the same. And the blame often sits with marketing. When campaign messaging attempts to say too much, it can lose focus. It can lack clarity. It can become just part of the noise. The impact is two-fold. Buyers feel confused and frustrated. Sales teams find it harder to close deals.
  3. 3. Find your ‘you’ For us, successful sales and marketing starts with one thing: a clear and distinct value proposition. It’s the foundation that should underpin every sales conversation, every marketing message and every awareness campaign. It’s your identity. It’s what helps your organisation stand out in a crowded market. And we have a proven methodology to help find and refine yours. What do we mean by a ‘proposition’? Many B2B organisations mistake their proposition for their product or service. Which rarely explains the true ‘value’ for the customer. A clear and distinct proposition will vary according to your specific marketing objective. For example: Brand proposition The story your overall business wants to tell Business proposition The story for a specific product, solution or service Campaign proposition The story within a particular campaign or launch
  4. 4. We all want clarity We partnered with Marketing Week to survey hundreds of B2B marketers on what makes effective marketing. This revealed some key insights: organisations believe campaigns fail due to flaws in positioning of organisations believe that they are well differentiated was rated in the top two drivers of marketing effectiveness 1 in 3 Only 35% The value proposition We’ve also conducted research to find out what senior enterprise IT buyers think of their suppliers’ marketing efforts. Here’s what B2B buyers want more of: • Detail and passion about a product or service • An interest in their challenges and requirements • Shared, honest learnings from previous projects • Actionable insight on industry trends • Practical knowhow on mitigating the risk of change • A clear and stress-free route to purchase So, TMP believes in the value of a clear and distinct proposition. But what do suppliers and buyers think? In short, it all comes down to clarity. • Buyers want a clear understanding of why you are the right choice for their business • As a supplier, you need to make that as easy to understand for them as possible Which starts with the value proposition.
  5. 5. So why is it so hard? Most value propositions don’t work because: • They lack depth; important detail is lost in favour of conciseness • They don’t have a strong opinion or clear point of view • The needs and complexities of the audience aren’t properly explored • They don’t focus enough on commercial impacts or business outcomes • Evidence of success is limited to just a few case studies • They don’t use competitor or market insights to demonstrate a clear difference
  6. 6. Let’s get to your heart At TMP, we’ve taken hundreds of complex propositions to market over the years. From crafting high-level brand stories for global telecoms operators, to identifying niche demand-gen hooks for SaaS firms, we love getting to the heart of what makes our clients unique. We use TMP PRO – our practical three-phase approach to proposition refinement and optimisation – to drive real commercial outcomes. Phase 1 Phase 2 Phase 3 Building an understanding 30- to 60-minute telephone interviews with: • Solution architects • Salespeople • Implementation and delivery teams • Purchasing decision makers Our starting point is to talk with knowledge holders and experts, both inside and outside your organisation, to uncover the strengths and differentiators of your proposition. We also carry out research on competitors and relevant sector trends. And we tap into the intelligence that our Demand Generation team has gathered from previous campaigns and activity. All of which helps with the next phase.
  7. 7. Let’s get to your heart Phase 1 Phase 2 Phase 3 Defining your difference The value proposition statement may include: • How you tackle customer problems • Why you are relevant to them now • What you want them to do about it This is where we start drawing out the key insights from the research and knowledge into something tangible. First, we look at your overall positioning in the market to identify where you win versus the competition. Then we get really specific on what you want to achieve – and we do this using the Get (Who) To By model. Think of it as shorthand for your strategic direction (for internal use only). Next up, we formulate a value proposition statement. This should clearly articulate why customers will care about your offering. To further help your sales conversations, we also create an elevator pitch – which builds on the value proposition to tell more of your story. And to cover off the nuances for different audiences, we’ll build out bespoke industry and persona messaging too.A clear framework to develop distinct messaging: • Get your audience, who are currently thinking/doing “X” • To see the value of “Y”, and thereby consider your proposition • By showing/telling/educating them about “Z” At TMP, we’ve taken hundreds of complex propositions to market over the years. From crafting high-level brand stories for global telecoms operators, to identifying niche demand-gen hooks for SaaS firms, we love getting to the heart of what makes our clients unique. We use TMP PRO – our practical three-phase approach to proposition refinement and optimisation – to drive real commercial outcomes.
  8. 8. Let’s get to your heart Phase 1 Phase 2 Phase 3 Making it actionable A proposition deck or “playbook” for sales and marketing teams, including: • Audience insights • Value proposition statement • Messaging framework • Commercial proof points • Relevant case studies • Sales and marketing tactics and execution Here’s where we share with you the proposed messaging, refine it together, and supply you with all the evidence and thinking we have used. The aim is to get agreement with your key stakeholders that the new proposition is robust and practical for long-term use. Following this work, we help you develop a detailed go-to-market plan, based on activities that have proven to be effective for similar propositions and challenges. At TMP, we’ve taken hundreds of complex propositions to market over the years. From crafting high-level brand stories for global telecoms operators, to identifying niche demand-gen hooks for SaaS firms, we love getting to the heart of what makes our clients unique. We use TMP PRO – our practical three-phase approach to proposition refinement and optimisation – to drive real commercial outcomes.
  9. 9. “Sage and PwC have a successful alliance to implement Sage X3, but we lacked a clear narrative about the benefits. TMP helped us articulate the alliance and convert it into a compelling story to support our next campaign.” Laura Hansford, Sage Get in touch Taking a new message or solution to the market? Need to refresh your existing narrative and communications? Looking to improve the effectiveness of your campaigns? Our team of strategists and marketing consultants would be happy to explain how TMP PRO could help refine and optimise your own propositions. Please contact: Oli Marshall, Head of Strategy omarshall@themarketingpractice.com 01235 433421 Ally Bancroft, Global Client Practice Director abancroft@themarketingpractice.com 01235 433498 Steve Johnson, Client Services Director, UK sjohnson@themarketingpractice.com 01235 433436

Many B2B firms struggle to stand out from the noise. The answer? TMP Pro: a practical methodology to identify your point of difference.

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