From the course: B2B Marketing Foundations: Positioning
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Beyond value to your magical story
From the course: B2B Marketing Foundations: Positioning
Beyond value to your magical story
- Value-based messaging is critical to successful marketing of B2B products and services. However, if we want to dominate and win in today's competitive market, value-based messaging is often not enough alone. Today, buyers are overwhelmed with product choices that have great value and compelling returns. Delivering value-based messaging that matters to a customer is a must. However, buyers only have so much time and money, and the real challenge is getting their attention and not only having a good value message, but becoming strategically important to them. As marketers, we tend to overvalue value and undervalue the story we tell. However, if we're able to tell the right story, then we can effectively tilt the market towards our unique value. What then is the story to tell to take your messaging beyond value? Well, what if we could leverage a proven storytelling framework to make our customer a superstar and make our product the magic in their transformation? The hero's journey…
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