by Jen Doyle, Senior Research Manager
Marketing Research Chart: Testing of value propositionsQ. Do you test your value proposition to optimize its effectiveness in driving qualified conversions?
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 For this majority, how old, outdated or irrelevant are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 researchMarketingSherpa’s 2012 Lead Generation Benchmark ReportMarketing Research Chart: Top-rated tactics for developing value propositions that resonate and convertValue Proposition: Revealing hidden value in your products and offersCustomer Value: The 4 essential levels of value propositionsThe Boston Globe: An inside look at launching a paid content site