Why a clear value proposition is essential in B2B
Why is a customer-centric value proposition crucial?
Many companies find it difficult to develop a tailor-made value proposition for their customers – let alone formulate one effectively. In practice, it is often the case that companies focus on their product portfolio instead. However, this is by no means enough to convince target groups in the long term.
The focus on pure product presentation assumes that customers will automatically recognize why a solution is relevant to them. But this is a misconception. Purchasing decisions, especially in B2B, are influenced by far more than just product features:
– What challenges does the target group face?
– How do external factors influence the perception of a solution? – What emotions, expectations and fears play a role in the decision-making process?
This is where a customer-centric method for developing value propositions comes in – and this is precisely the approach we take at DYADIC.
The product-specific view: the cumbersome path to value propositions
The classic path to a value proposition usually starts with a list of product features. Companies ask themselves: “What features do we have?” and “What added value can be derived from this?”.
The problem is that this perspective remains stuck in the product view and ignores what is really relevant for customers. The actual drivers of a purchase decision – needs, emotions, work contexts – are not taken into account. Value propositions are often formulated generically and interchangeably because they do not delve deep enough into the world of the target group.
As a result, companies have to regularly revise their communication strategy because they are not creating a sustainable basis for their brand positioning.
The better way: Developing customer-centric value propositions
1️. Persona analysis as a basis
2️. Thinking about value propositions at company level
3. Combine value propositions with storytelling
We develop detailed personas of the decision-makers and buying centers in companies. In doing so, we analyze:
✔ Your business challenges
✔ Your decision-making processes
✔ The internal and external influencing factors (e.g. markets, trends, regulations)
✔ Your emotional and psychological drivers
Instead of developing purely product-specific value propositions, we focus on overarching value propositions that encompass the entire portfolio:
✔ These overarching value propositions have a longer half-life.
✔ They provide a consistent basis for campaigns, claims and headlines.
✔ They can be flexibly played out in various communication formats (e.g. storytelling, content marketing, digital touchpoints).
A convincing value proposition is not a static statement, but a dynamic narrative. We develop stories that communicate the added value of our solutions in a way that emotionally engages the target group.
Because in digital communication, telling relevant stories wins the attention of your customers.
From strategy to implementation: how sustainable value propositions are created
Our step-by-step approach leads to value propositions that are not just a snapshot in time, but have a long-term effect:
✅ In-depth understanding of the target group: we start with a persona analysis and identify the key needs and decision factors.
✅ Creative exploration: Which added values are really relevant for the target group? Which solutions appeal to them not only rationally but also emotionally?
✅ Translation into a strong value proposition: The value propositions developed are formulated in such a way that they are precise, differentiating and convincing.
✅ Integration into communication: The value proposition is embedded in marketing, sales and corporate communication – and strategically activated again and again.
The goal: value propositions that not only describe, but also inspire.
How we support you in developing your value proposition
Eine starke, kundenzentrierte Value Proposition ist der Schlüssel, um Ihr Unternehmen klar zu positionieren und Kund*innen nachhaltig zu überzeugen. Gemeinsam mit Ihnen erarbeiten wir ein differenzierendes Wertversprechen, das Ihre Zielgruppen anspricht und Ihre Marke an jedem Touchpoint erlebbar macht.
📩 Lassen Sie uns Ihre Value Proposition schärfen! Starten Sie jetzt mit DYADIC in eine zukunftsweisende Markenkommunikation.
Author
Johanna Abendschein
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