Close
Join 237,000 weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.

 

Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Email:
Text HTML
MarketingSherpa Email Summit 2015 - SAVE $700 - VIP PRICING ENDS THURSDAY
Aug 14, 2012
Article

Marketing Research Chart: Is value proposition testing part of your lead gen strategy?

SUMMARY: When it comes to combating rapid technological shifts and resulting divisions in customer attention, testing is one of the best tactics in the lead gen arsenal. However, this tactic often falls by the wayside, leaving organizations with stale value propositions, and poor sales to match.

Check out this week's marketing research chart to see the percentage of marketers who use value proposition testing to keep their messaging fresh and relevant.
by Jen Doyle, Senior Research Manager

Marketing Research Chart: Testing of value propositions

Q. Do you test your value proposition to optimize its effectiveness in driving qualified conversions?

View Chart Online

Click here to see a larger, printable version of this chart



For many organizations, a value proposition is one of those “Marketing 101” tools that everyone must possess. Yet, countless organizations have stale, confusing or simply average value propositions that do little more than house the first page of an employee handbook.

During our 2012 Lead Generation Benchmark Survey, we asked marketing professionals to tell us if they had a defined value proposition for their organizations. According to the study, 67% of all respondents indicated that they do, but how many have value propositions that are clear, compelling, exclusive and credible?

As the above chart shows, 54% of those respondents do nothing to optimize their value propositions. For this majority, how old, outdated or irrelevant are these value propositions, and are they even being used?

A real value proposition is not a vague statement of assessment as to what the company does, but rather a highly valuable and organic tool that must be generated from a need in the marketplace, and used to convince and convert even the most skeptical of buyers. And, just as a tool can become rusty, value propositions must be tested and optimized over time to evolve with today’s ever-changing marketplace.

For additional research data and insights about lead generation and optimization, download and read the free Executive Summary from MarketingSherpa’s 2012 Lead Generation Benchmark Report or develop your talent in our online course, Landing Page Optimization.

Useful links related to this research

MarketingSherpa’s 2012 Lead Generation Benchmark Report

Marketing Research Chart: Top-rated tactics for developing value propositions that resonate and convert

Value Proposition: Revealing hidden value in your products and offers

Customer Value: The 4 essential levels of value propositions

The Boston Globe: An inside look at launching a paid content site


See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.










To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter




*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve your marketing

Join our thousands of weekly Case Study readers. Enter your email address below to receive MarketingSherpa news, updates, and promotions:
Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions