Technology Marketing by Tatum MarketingJust another WordPress weblog

Do you develop a specific value proposition for your best prospects? Or do you maintain a broader, one-size-fits-all approach in your lead nurturing?

Many technology companies fall into the latter category. Developing a strong value proposition takes time and hard work – especially for complex products — and time is always at a premium. But it’s a highly effective strategy that strengthens your marketing message dramatically by helping you communicate with prospects in their language and address their problems in a way that resonates.

It starts with understanding the prospects’ value chain. How will your product benefit them? For example, you must go beyond generalizations that your software will enhance workplace productivity. Show how that can be done with very specific examples that are tailored to the prospect and solve current problems that are unique to their workplace.

This is where familiarity and research are crucial. To gain that level of empathy requires days, weeks — even months — of interaction with company staff, decision makers and executives.

But once you’re armed with that knowledge, your sales and marketing efforts are able to work from the same playbook. They’re so much better tuned into what solutions the prospect is seeking, and have a clearer understanding of how to deliver that value.

What’s more is that the prospect is excited that you “get it.” You’re seen as a problem solver with the prospect’s best interests in mind. And that’s what makes the sale. You’re no longer just a sales commodity. You’re part of the solution that they desperately need. To them, that’s invaluable.