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May 21, 2013

Marketing Research Chart: Top platforms for testing value proposition

SUMMARY: In this week's chart, we look at the 2012 Lead Generation Benchmark Report to learn how marketers tested their organizations' value propositions. Be sure to share your own analysis of this chart in the MarketingSherpa LinkedIn Group for a chance to be published in a future blog post.
At MECLABS, we do not define value proposition as a simple statement of what a company does, but rather as a highly valuable and organic tool that must be generated from a need in the marketplace, and infused throughout the entire organization.

Therefore, we asked respondents …

Q: Which methods have been the most effective at testing your value proposition? Select up to three responses.

View Chart Online

Click here to see a printable version of this chart

The clear winner is the landing page, which was selected by 64% of respondents. Email marketing campaigns (51%) were also rated as a highly effective tool for testing value proposition — perhaps slightly more complex than a landing page test, yet still a viable solution.

Whereas a landing page can be changed quickly to collect new data, once a single email campaign is sent out, no further changes can be made. The same can be said about offline advertising, such as direct mail or print advertising, which was selected by just 16% of respondents.

Points to consider

Does your company clearly state its value proposition in all its marketing channels? Which areas have most helped you define and develop your value propositions? Have you faced challenges in successfully communicating value proposition through more "permanent" mediums, such as email or offline advertising?

For more information about lead generation, download the free excerpt from the 2012 Lead Generation Benchmark Report. And, be sure to share your own analysis of this chart in the MarketingSherpa LinkedIn Group for a chance to be published in a future blog post.

Useful links related to this research

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

Marketing Optimization: 4 steps to discovering your value proposition and boosting conversions

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

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