There are 3 basic B2B value propositions: increase revenue, decrease expenses, and mitigate risk.
By definition, the goal of for-profit companies is profit. Profit is a product of revenue less expenses, measured by the equation P = R – E. But making a profit is just the start: profit and its sources must be protected. This can be as simple as insuring profit producing assets, such as plant and equipment, or as complex as sophisticated risk management techniques used to balance the return and risk of financial investments. If you don’t think risk mitigation is important to a company’s success, or survival, I have two words for you: Bear Stearns.
The most compelling reason for a company to spend money is to make significantly more money. The key word here is significantly, and leads to other essential criteria of a successful B2B value proposition such as return on investment, break-even period, and risk assessment.
Developing and delivering a compelling value proposition is the cornerstone of successful B2B marketing.
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