BEST PRACTICE: Value is the key to opening more doors – Dramatically enhance your value prop through data, love, and relevance

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Dramatically enhance your value prop through relevance, data, and love

Cory Polonetsky

Senior Director, Elsevier Value Proposition Initiative

June 17, 2015

Value is the key to opening more doors

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•“At first I didn’t think we’d renew, but now,

I couldn’t imagine doing my job

without ClinicalKey”•- head librarian

•January 21, 2015

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Products

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Value

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Empowering knowledge since 1880

Carrying on the tradition of the House of Elzevir

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1. Razor-sharp relevance

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49% of B2B buyers say

value props presented to them contain irrelevant info

SOURCE: 2014 survey of US technology buyers by IDG Connect

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SOURCE: Retrieved April 14, 2015 from http://www.marketectsinc.com/what-you-need-to-know-before-you-develop-a-brand-strategy-part-3/

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Two impacts of irrelevance in your value prop

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Price sensitivity

Two impacts of irrelevance in your value prop

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Price sensitivity

Customer intimacy

Two impacts of irrelevance in your value prop

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Ask questions (more, better)

Study their competition

Expand network within customer organization

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2. Differentiated data

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The metric that B2B marketers must master to win more business is

customer ROI

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Two-way value conversation

Collaborative exercise

Quantified value

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3. Show some love

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9-part value prop diagnostic shows that

customer touchpoints can be improved

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Human voice

Your customer’s customer

Rational + emotional

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Questions?

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Thank you!