Here’s one of the things I love about working with Dr. Flint McGlaughlin, Managing Director and CMO, MECLABS – he routinely looks at the most vexing marketing challenges and creates an entirely new paradigm; a new lens through which to approach these challenges.
Take the marketing funnel for example. Flint says that the traditional view of the sales and marketing funnel is, essentially, upside down. Literally.
In fact, you should take the traditional funnel and flip it. Prospects aren’t just falling into this wide net, waiting for someone to sell to them. Rather, you must keep pushing them up through the funnel, against the constant tug of gravity, which slows down and often stops your sales process. The force that pushes them up through that funnel and overcomes all the forces that can easily stop that sales is a powerful value proposition.
Flint spoke extensively about value proposition at MarketingSherpa B2B Summit 2011 in Boston, and I grabbed him just after the Summit ended to ask a few questions about value prop for B2B marketers:
Amanda F. Batista, the Managing Editor of DemandGen Report, sent along these questions to help her audience gain a deeper understanding of value propositions. So on this video, you can see Flint’s response to:
- Every organization is challenged with making their value propositions clear – what are some of the initial steps to developing a strategy for this?
- Given today’s increasingly savvy and empowered buyer, how critical is the role of content marketing in a clear value proposition?
- What buyer behavior attributes or preferences must marketers keep in mind when developing a value proposition?
- Can you speak to any examples of B2B organizations that have successfully mapped their value proposition to the buyer’s journey?
If you missed Flint discussing value proposition at our East Coast swing, you still be able to see him at the West Coast stop of B2B Summit 2011, in San Francisco, October 24-25.
MarketingSherpa B2B Summit 2011 – San Francisco, October 24 and 25