I wouldn’t have put it so baldly but I like it that this guy did… “this guy” being Barry Feldman in his blog post “The Most Valuable Lesson a B2B Marketer Will Ever Learn.”
In B2B marketing, your value proposition can be about two things. Only two. Dos. Deux.
- Time
- Money
Quite true. All of the Best-in-Class, Next-Generation, Advanced, Market-Leading, Award-Winning, Best Practices, ad infinitum terms aren’t going to make one whit of difference if your value prop isn’t about saving time, saving money, or making money.
Want to differentiate your company in the way you do business? You should, or die trying. Want to differentiate your company in how you articulate your message? Definitely a smart line of thinking there…But sorry, in B2B, you can’t differentiate the value proposition. If you do, there’s simply no value to your proposition.
Interesting stuff.