BEST PRACTICE: Value is the key to opening more doors – Dramatically enhance your value prop through data, love, and relevance Cory Polonetsky, senior director, value proposition initiative, Elsevier

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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!